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When you’ve gone to all the trouble of compiling a marketing list and of creating promotional

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

campaigns to go to that list, the last thing you want to see is your “open rates” – the ratio

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

Examples of combination products may in

f opened email to email sent out – go down. But the fact is that open rates are going down.

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

2005 study by DoubleClick found that the average open rate for all industry sectors was 36% i

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

Q2 of 2004 and only 27.5% in the same period of 2005. What happened?

For one thing, there’s

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

Combination pro

a lot of technology between you and your intended mail recipient. Your ISP, their ISP and the

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

r system all seem to conspire to keep promotional mail from being opened. In some cases, part

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

cular if you’re mailing to AOL members, Hotmail members and Yahoo members, you may find your e

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

ails bounced before they even get to the recipient. It may be necessary to get yourself speci

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

ically “whitelisted” in order to ensure your mail gets through. If you do a lot of email prom

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

tions, it may be desirable to retain the services of email reputation services such as www.hab

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

Following aspects would a

eas.com.

When you create a promotional email you may also have to balance some of the “organi

dd to the challenges in developing combination products:

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

” elements of your email against your desired click-through rate. For example, large image f

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

les as attachments won’t help. Even if you have your image files on your own server, some fir

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

walls will block access to it. For this reason keep your emails simple and to the point.

The

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

e are also inorganic reasons that your email is not opened. Not least of these is that the su

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

Professional from academic institutions, pharmaceutical industries, health care indust

ject line of the email just may not be compelling enough to open it. Using personalized and da

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

ed subject phrases is often a good way to overcome this – including something that, in effect,

.

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

says “this is yours.”

There will continue to be pressure on email open rates. So now is a goo

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

Companies that provide selfless information through particip

time to start making a special effort to get your email delivery done correctly and carefully

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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