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One of the most powerful ways for small businesses to increase sales and keep customers coming back for more is to mail them a newsletter periodically.

Why is this such a powerful tool? It’s because if done right, a newsletter a

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

utomatically separates you from the big box stores like Best Buy and Toys ‘R Us, and can help you even compete successfully with the giant online retailers like Amazon.com and Overstock.com.

How does this work?

You might not be

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

Examples of combination products may in

able to compete with these giants on price but you can beat them by offering great personal service. And one aspect of this service is a newsletter just chock full of helpful information geared to your customers’ interests. For

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

example, suppose you have a fishing tackle store. How about a monthly newsletter that includes information on the week’s fishing “hot spots,” and the lures that are just bringing lunkers in by the basketful? Do you suppose a Spo

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

ts Authority or and Amazon.com could compete with that in terms of personal service?

A newsletter can be one page, printed on both sides or four, six or eight pages, depending on your customers and their interests. For example,

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

Combination pro

that fishing tackle store might send out a four-page newsletter with lots of fishing tips, news about fishing hot spots and information on the newest and best lures. On the other hand, a jewelry store might mail just a single-pag

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

e newsletter with pictures of interesting new necklaces and earrings, and tips for cleaning and storing jewelry.

One newsletter I get that I really like is from a store here that sells good wines. I get their newsletter quarterl

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

and it always has information on new wines that have just arrived from France, etc., case prices and sometimes even wine country travel tips.

How do you do a newsletter? If you are a do-it-yourselfer, you can use a program like

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

Microsoft Publisher to create it. Publisher comes with a bunch of templates that totally eliminate the need for you to be any kind of a designer. Just pick a template and start filling in the blanks. You can go to the Microsoft

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

web site and download free pictures and illustrations for your newsletter. The one downside of this is that your newsletter could end up looking just like a lot of other newsletters. If you want a truly unique newsletter that wil

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

stand out from the pack, you might try to find a high school or college student who would be willing to design your newsletters for $50 or $75 each.

What should be in your newsletter? Put yourself in the place of your customer.

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

Following aspects would a

Who are they? What are their interests? What information would they find of value? What problems are they trying to solve? A carpet cleaning service might want to include information on do-it-yourself furniture cleaning or house

dd to the challenges in developing combination products:

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

keeping hints. If most of the company’s customers are women, it might want to include information on new, anti-aging medications or child care tips. By now, you should have the picture – write to your customers’ needs, interests

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

and problem.

What do you do if you’re not much of a writer? Again, you should be able to hire a high school or college student to write the newsletter for you. Just make sure you provide good, tight direction so that your newsle

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

ter will reflect well on you and your business.

Also, don’t bite off more than you can chew. Once you tell customers you will be sending them a monthly newsletter, you will have to send them a newsletter monthly. I know of many

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

businesses that started out with monthly newsletters and then ran out of steam (and article ideas) after three or four months. If you have any doubts about the time you can spend on a newsletter or how much helpful information yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

u can provide, it’s better to either do it quarterly or whenever you have enough articles to warrant doing it. Just try to make sure you mail your newsletter often enough that customers don’t forger who you are.

Finally, never a

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

d I do mean never, send out a newsletter without including an offer that will bring customers into your store or have them calling you for an appointment. Make the offer as powerful as you can and make sure your customers know it

.

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

’s only available to those who read your newsletter.

Creating and mailing a newsletter requires time and effort. But I promise you this: If you do provide good, helpful information in each newsletter, your customers will not onl

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

Companies that provide selfless information through particip

y read it, they will start looking forward to receiving it each month or quarter.

For more information on building a mailing list for your newsletter, be sure to look for my article, “Small Business Power Tool: Direct Marketing.

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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What you need to know to make a resume that works. Resume help and advice that is crucial when writing a resume.

Information on how to set up your workspace to ensure that it is comfortable and ergonomically suitable as possible.

The Internet is the single most important marketing tool of our time. No other medium even comes close to its selling power. Think about it: what is the most expensive marketing you can purchase? Probably commercial airtime during Superbowl broadcasting: The average price for a 30 second commercial in 2005’s Superbowl was $2.4 million - that equates to $80,000 per second! Ok, the game was watched by 144.4 million viewers but how many do you think got up to buy the new three blade razor? My hunch is no-one. Everybody was still sipping beer and dipping guacamole.

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