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Even though books are being sold in all types of retail outlets, bookstores are still an essential part of the book marketing strategy of new authors. There are an estimated 63,000 ne

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

w titles released each year in the market. And there are also backlist titles still vying for shelf space. Books are sold in mass merchandise stores, grocery stores, toy stores, spor

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

Examples of combination products may in

ting goods stores and other places. However, over 50% of books are still sold in bookstores, making it essential to get your books on bookstore shelves.

Don’t lose hear because of th

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

e competition. Do your homework and not only can you get your book on bookstore shelves, but you can also promote your books through book signings and other events held in the stores.

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

Here’s how!

1) Do Your Research Identify the bookstores you want to target and do research on them. Major bookstore chains dominate the market, but individual locations still have

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

Combination pro

book marketing and promotion autonomy. Determine the book promotion policies for the chain locations you have targeted. Don’t forget the independent bookstores. Through the Interne

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

t you can get a national listing of these by market. Independent bookstores are important because by working directly with the store’s owner, you have more flexibility in determining

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

how your book can be promoted. Understand the bookstore landscape of your local market and the other markets you have targeted.

2) Personal Contact Introduce yourself to local books

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

tore management and other personnel. Capitalize on being a local writer. Tell them about your book and about your local connection. Most stores are generally happy to work with loca

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

l authors. Some stores have a special section for books by local authors and are seeking new books to keep those sections fresh. Follow up the initial contact with a personal note.

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

ontact with stores in other markets you have targeted can be done via email, telephone, and direct mail.

3) Build Relationships Develop your relationship with the stores through shar

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

Following aspects would a

ing information and offering your time. Keep the stores abreast of any local publicity activity for your book. Send a newsletter to bookstores that includes current sales and marketi

dd to the challenges in developing combination products:

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

ng information, testimonial feedback from book purchasers, and other information relative to the growing awareness of your book. Get any feedback store personnel have received from th

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

eir customers regarding your book. Be willing to give your time and expertise in support of store events. Leave press releases, copies of articles, and other information about your b

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

ook that the store can distribute to its customers.

4) Book Signings Does a book signing generate sells for books? It can if you make it an event, not just a signing. Don’t depend

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

on the bookstore to generate the attendance for your book signing. Through the database of your inner circle (family, friends, church members, former co-workers, etc) send out an emai

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

Professional from academic institutions, pharmaceutical industries, health care indust

l or send postcards announcing the event. Tell them to pass the word along to the people in their inner circle. At the signing, give a brief talk on the topic, read a passage from yo

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

ur book, and entertain questions. Be proactive and engage customers. Pass out author cards with your contact information. Be sure to sign all unsold copies of your book so they will

.

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

stay in distribution at the store. Stores do not return signed copies of books. Send a personal hand written thank you note to the store manager after the event.

Relationship build

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

Companies that provide selfless information through particip

ing is critical for successful book marketing at bookstores for new authors. Don’t wait. Take the first steps to contacting bookstore personnel and start building those relationships

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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