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The challenge in business-to-business direct mail is knowing where to look for new business. You need a source of potential new clients that is reliable and affordable. A source that will give you the contact informati

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

on you need to send a direct mail package to prospective customers who need, want and can afford what you offer.

At a minimum, any source of names should supply the following for each lead:

First name, last name

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

Examples of combination products may in

Job title
Company name
Address (sometimes on two lines)
City
Province or state
Postal code or zip code

Other details that are nice to know:
SIC Code (Standard Industry Classificat

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

on)
Industry by name
Size of company (in number of employees or sales volume)
Telephone number
Email address
Business type (manufacturing, services, consulting)
Job function (engineer, own

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

er, purchasing, management)
Purchasing authority
Budget
Geographic region (international region, country, state)

Where to find names of potential customers:

Associations
There is an

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

Combination pro

ssociation of Legal Administrators. There is an association for social workers who specialize in helping people with cancer (Association of Oncology Social Work). There is an association for manufacturers of fasteners

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

in the mid-west of the United States (The Mid-West Fastener Association).

If your target audiences is a niche market, the first place to look for potential customers is trade associations. These associations (local, r

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

egional, national, international) often rent lists of names of their members.

Trade publications
Most industries have a trade journal. You are familiar, of course, with Frozen Food Age, Industrial Hygiene

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

ews, Eyecare Business and Waste News. These trade publications and most others also rent the names of their subscribers.

Trade directories
You could look in the phone book. Or you could look in the Organic

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

Export Directory, a compilation of contact names for companies that export organic food products. The more narrow the field, the more likely it is to have its own directory of companies in the industry. Some of these

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

irectories are in print, and some are online as well.

Trade shows and conferences
Another excellent source of names is industry events. These are usually hosted by trade publications and associations, but

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

Following aspects would a

independent events also exist. Event organizers rent or sell the names of event attendees and exhibitors.

List brokers
List brokers are specialists who help one company use the list of another company. The

dd to the challenges in developing combination products:

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

ir services include research, selection and recommendation of lists. A list broker, for example, would search on your behalf for lists that meet your unique criteria. There is a Hospitality/Travel Professionals list. A

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

d a Firefighters Bookstore list (people who have purchased from Firefighters Bookstore). And a Federal Student Aid Schools list (28,994 schools that provide federally financed aid to their attendees).

House list
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
>
Your best source of new business is your database of current and lapsed customers, otherwise known as your house list. Getting business from a current customer is always less expensive than getting business from
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 new customer.

Government
For some products and services, another excellent source of potential clients is the government. I have a number of clients who buy mailing lists from their state governments and
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
use them to mail offers to businesses that are in their target audience. One client buys the names of dentists and dental hygienists whose licenses are about to expire, and mails those prospects a direct mail piece th
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
at promotes the client’s continuing education courses (which prospects need to take and pass to renew their licenses). Another client buys the names of garages in his state who conduct state-mandated vehicle safety ins
.

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
ections. He mails them direct mail pieces that promote his software product, which is designed specifically for these inspection stations.

Keep in mind that the most important part of any business-to-business direct m
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
ail lead generation campaign is the list. You can have a great product, a terrific offer and the best timing, but if you mail to the wrong people, well, you know what happens. So make sure you get the best list you can

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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Business Articles - Where to Find New Customers Using B2B Direct Mail

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