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1. Focus your fax marketing on one objective

Fax is a flexible medium, and is being used by Adestra clients to sell off-the-page, to conduct research, for broadca

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

sting newsletters, for generating prospects and for database cleaning. Avoid diluting your message by keeping it simple and being clear about what you are trying to achi

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

Examples of combination products may in

eve.

2. Collect clean fax contact data

When collecting fax numbers, split out the international and regional code from the main number to encourage accuracy of c

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

ollection. The strongest offer will not get a response if it never reaches your target due to bad data! 3. Keep compliant within the fax preference service

Wi

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

thin the UK, all fax recipient databases must be run against the fax preference service to suppress those who have opted out. Many fax broadcast agencies provide this as

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

Combination pro

part of the service, but failure to do this can result in a significant fines. See www.fpsonline.org.uk for more information.

4. Broadcast fax communications effect

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

ively

Use specialist fax providers to broadcasting simultaneously to both the UK and internationally in bulk, quickly and easily.

5. From the fax machine to the

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

ontact

Address your communication to your contact using mail merge fields or if they are not known, use ‘title-slugs’ (e.g. FAO Marketing Director) to get your messa

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

ge to the most appropriate person within an organisation.

6. Design your fax messages for delivery

Your message will be delivered in black and white and your ima

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

ges will be reproduced with varying quality. You should design your message like an effective DM cover letter- make USPs stand out and ensure the key messages are commun

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

icated at a glance. Keep images large and simple enough to be legible on delivery.

7. Spend wisely on fax promotions

Fax marketing is priced per sheet with diff

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

Following aspects would a

erent costs based upon where the recipient lives. Faxing a contact within the UK is much cheaper than using direct mail or telemarketing. These budget savings can now b

dd to the challenges in developing combination products:

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

e invested in increasing the number of faxes you send or by repeating the campaign based upon ROI.

8. Resource call to actions

Fax marketing is delivered minutes

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

after being sent meaning your responses begin almost immediately. Ensuring the back office is resourced and ready to deal with these replies are essential in meeting cu

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

tomer expectations

9. Make your fax marketing pay

Measure the performance of the campaign to improve and refine. Personalise each fax with a unique number, use

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

a unique web address (e.g. www.adestra.com/mediaweek) or ensure that reply vehicles are easily identifiable to track performance

10. Mix it in

Many Adestra clien

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts integrate fax within their media plans. When integrated amongst a variety of media, fax works most effectively and in one recent client test led to an up lift in sale

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

s of over 5%.

Adestra's fax marketing tools

Many marketing professionals are using Adestra’s fax broadcast capabilities to reach conference attendees, report buy

.

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

ers, theatre attendees and more. Working with our in house fax marketing specialist, your campaign receives the benefit of an expert eye optimising your creative. For m

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

Companies that provide selfless information through particip

ore information, please contact us on http://www.adestra.co.uk/fax or browse our fax marketing best practice centre at http://www.adestra.co.uk/best_practice_fax_marketin

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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