Cases - Internet and Businesses Online

Well, your E-Zine is all put together. Your site is up. Everything is ready to go. There is just one problem. You don't have a clue how often you should send out your email o

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

r update your site, depending on whether your doing an email E-Zine or a web based one.

The truth is, frequency is a bigger problem than most people realize for several rea

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

Examples of combination products may in

sons. We are going to take a look at some of the technical and not so technical problems when it comes to deciding how frequently you want to send out your E-Zine to your sub

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

scriber base.

Let's go over the technical problem first as that will probably be the most obvious to most marketers doing this for the first time. For starters, content does

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

't just fall out of the sky. If you are going to send out an E-Zine email or update a web site, it is not going to happen all by itself. For one thing, unless you have got a

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

Combination pro

brain like a steal trap, the ideas themselves are not going to just come. In some cases you may have to actually do some research on a particular topic that you want to write

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

about. Then there is the actual typing itself. And if you want to include photos or clip art, well that is more time involved. Depending on how involved this gets, you could

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

be spending a considerable amount of time doing this. Well, the last thing you want to do is tell your subscribers that you're going to be providing them a daily E-Zine when

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

it will be a near miracle to get one out once a week. So before you even decide on a frequency to publish your E-Zine, try to figure out approximately how long an issue is go

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

ing to take to get out.

Now, of course if you decide not to publish the frequency of the E-Zine and just send it out when you can, the above problem is not so much a problem

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

Or is it?

People are strange animals. They are all different and quite unpredictable. Some people may subscribe to your E-Zine and expect their first issue right away. Fur

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

Following aspects would a

thermore, they may expect an issue daily as they are thirsty for knowledge. For these people, having to wait a week to get the latest issue could be like spending an eternity

dd to the challenges in developing combination products:

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

watching Brady Bunch reruns. And then there are those who subscribe to your E-Zine and forget that they did five minutes later. So when they actually do get it, they may be

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

quite surprised. They may also figure that now they won't be hammered with emails until the next week at most.

Two ends of the spectrum. And trust me, finding a happy median

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

between the two is not easy. Publish your E-Zine too often and you might turn off your subscribers and make them think that you are just trying to sell them something. Ultima

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

tely, what happens is they unsubscribe rather quickly. On the other hand, if you don't publish often enough, you may just lose them because of loss of interest.

On way to pa

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

Professional from academic institutions, pharmaceutical industries, health care indust

rtially battle this problem is to send out an E-Zine with a poll, asking your current subscribers how often they would like to receive information. If you get a response that

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

favors a particular frequency then by all means use it.

The best thing to do is to try to put yourself in your subscribers shoes. Ask yourself how often YOU would like to be

.

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

emailed? Remember, most of these people are getting emails from a lot of different places. Probably sending your E-Zine everyday is going to be too much. Once or twice a wee

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

Companies that provide selfless information through particip

k is probably a good bet. You don't want your subscribers to either forget you or get sick of you.

It is a fine line to walk. But with practice, you will get real good at it

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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The customer is what keeps a business fueled and running. Without the customer, there would be no business, and keeping customer happy and coming back is of the utmost importance.

I recently wrote an article about the ingredients for success. Astonished about the amount of feedback I realized an interest for the topics I believe to be a prerequisite for every entrepreneur. So I decided to write an article about the power of questions.

If you are a writing a strategic marketing plan for your new business, you have to make some assumptions. For those assumptions to have some credibility, you should be aware of industry metrics. Unless the business you are starting is truly the first of its kind on the planet, you should be able to find some metrics.

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