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When I was listening to Jordan Ayan of SubscriberMail.com mention the importance of Relevant Content as it applies to email marketing I thought to mys

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

elf that 99.9% of the so-called email marketers need to hear this.

For years I have worked as a translator between the online world an Main Street. I

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

have consistently tried to point out to online marketers - that they need to make their copy relevant to the mainstream business community. That thei

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

r message should not be written for their (the marketer's) colleagues to read, but for people with traditional businesses to understand and see the va

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ues in, for them.

In the beginning the email marketers relevancy test hit the "home run" wall. Every message was directed at companies large enough t

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

o have IT staffs just waiting for their otherwise indecipherable message. Back in 2000 at the Internet Expo in new York, I met a guy who was manning a

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

booth for one of the important players (since gone broke, oops) - when he saw my press badge he was all over me.

I asked him, as I looked at the spe

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ctacular booth with its flashy displays, who his company did business with. His response was typical - Fortune 500 companies. I didn't let him down bu

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

my first thought was that what they needed was 500 well sourced email addresses - not a million dollar booth.

When you develop your email campaign,

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

having a subject line that is relevant (and clever enough to get them to open it) and a message that is relevant to them, right then.

Technology allo

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ws us to personalize our email messages. I'm pretty sure no one that any of us want to do business with is so out of touch that they think we actually

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

wrote specifically to them.

Technology allows us to send html messages, text messages, and combinations. Messages that are smart enough to cause the

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

email client to display them in the best light.

Who cares? Not decision makers. They get zillions of emails a day from the most technologically sophi

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

sticated among us. If you try to be more clever than your competitors, you'll go broke while your designers win awards.

What is your company's messag

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

e, does your email campaign build consistently on that message? It's trite but true - "what's in for me?" is still the key.

When the message is not r

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

elevant - specifically to the particular recipient of the email - it doesn't matter how many bells and whistles it has, they will not read it, much le

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

s take action on it.

I get lots of email from strangers, every day. I can sniff out the potentially relevant ones instantly, by their subject line, t

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

he words and phrases they use, and delete 99.9% of them. When I do open one, the first 2-3 lines are all I see most of the time, before trashing them

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

and relegating the sender to the junk filters.

That's what you're up against. Stay away from cute, stick to a relevant message that will get action.

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

And if you don't know the people you're contacting well enough to have at least some idea what might be relevant to them - don't clutter up cyberspace

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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