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Automotive direct mail is one of the most commonly read types of direct mail. In fact, an article by DM News cites a survey showing that 73% of

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

car buyers respond to direct mail.

Why do so many auto dealers and manufactures use direct mail marketing?

1. Direct Mail is Cost-Effective

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

Examples of combination products may in

/b>
Automotive direct mail campaigns can be shaped around any marketing budget. Direct mail can be as simple as a 4" x 6" postcard, or as 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.

mplex as multi-part letter kit. The smart automotive marketer can use the more affordable pieces for lead generation, while reserving the more e

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

pensive pieces for current or past customers.

Automotive direct mail is also cost-effective due to volume factors. Most direct mail companies o

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

Combination pro

fer price breaks with increased volume. Under such a system, the more you mail the more you save. Automotive direct mail volumes can be easily s

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

aled up or down to coincide with budget cycles or limitations.

Then there's the ROI factor:

When used effectively, direct mail marketing can y

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

ield a favorable ROI. It has for decades, and it will for many more years. Sure, direct mail strategies have changed with advances in technology

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

the Internet, etc. But the fact remains that automotive direct mail produces results. Why else would the vast majority of auto manufacturers us

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

direct mail?

2. Direct Mail is Flexible
Automotive direct mail can support any marketing goal. Whether it's a lead generation prog

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

am for potential customers, or a service reminder to existing customers, automotive direct mail can produce results. Here are some of the most c

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

Following aspects would a

mmon uses for automotive direct mail marketing:

New model announcements

Lead generation campaigns

Customer reward

dd to the challenges in developing combination products:

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

/ loyalty programs
Inventory updates

Service reminders

These are some of the most common uses for automotive d

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

rect mail, but they are by far not the only ways to use the medium. Forward-thinking automotive companies are finding new ways to use direct mai

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

l every day. Direct mail is a dynamic, versatile marketing tool.

3. Direct Mail is Measurable
Direct mail is one of the most measur

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

ble of all marketing channels. Once you have a response-tracking mechanism in place (like special 800 numbers, web page tracking, or business-re

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

Professional from academic institutions, pharmaceutical industries, health care indust

ly cards), the rest is simple math. With television or radio advertising, you have no way of knowing how many people saw your ad, even if you ca

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

count responses.

Conclusion
Automotive direct mail can be an effective marketing tool, but it requires a good deal of research and

.

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

planning. We hope this resource has increased your knowledge of automotive direct mail, and we wish you well in your direct mail marketing endea

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

Companies that provide selfless information through particip

ors.

* You may republish this article online if you retain the author's byline and the active hyperlinks below. Copyright 2007, Brandon Cornett

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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Actual - Automotive Direct Mail Marketing - A Proven Approach to Marketing

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