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Advice You - Landing Pages And Direct Mail: Increase Conversions By Answering Top Three Concerns
Your landing page conversions will increase once you answer three of the most common questions asked by visitors who receive your direct mail invitation to visit thei
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 website.
Q1. Am I at the correct place?
What you sell in your direct mail piece needs to match what you sell on the landing page. Visually, thi
Q1. Am I at the correct place?
What you sell in your direct mail piece needs to match what you sell on the landing page. Visually, thi
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
means that if you feature a photo of an iPod on your buckslip you should feature that same photo on your landing page. If your offline offer is for an interest rate
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
f prime plus 1.8%, then your landing page needs to match that.
Q2. Where is the one thing I’m looking for?
Landing pages have in many cases repla
Q2. Where is the one thing I’m looking for?
Landing pages have in many cases repla
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ed business reply cards as the response device in direct mail. Which means your landing page is not so much a webpage as a response device. And Maxim Number One of di
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ect mail response devices and order forms is to make them simple to understand and easy to complete.
So if you have invited your direct mail reader to downlo
So if you have invited your direct mail reader to downlo
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
d a funky new cell phone ringtone from your site, make that ringtone simple to find on your page and easy to download.
If you’re offering a free white paper,
If you’re offering a free white paper,
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
show a picture of it and instructions on how to get it.
If you’re offering a discount that visitors receive by entering a discount code found on the postcard
If you’re offering a discount that visitors receive by entering a discount code found on the postcard
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
you mailed them, make the place where they enter that code on your landing page impossible to miss.
Q3. Can I trust these people?
Trust is the de
Q3. Can I trust these people?
Trust is the de
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 breaker online (and offline). Buyers who decide they cannot trust you won’t buy. So if your direct mail piece wins their trust but your landing page loses it, you l
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
se the sale. And the customer. Which means you must avoid the things that create suspicion, and employ the tactics that increase trust online.
For example, would you
For example, would you
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
trust someone who has this headline on his landing page?
"The Amazing Money-Making Secret of a 28-year-old Convicted Felon Who Earns More Money Per Yea
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
Than The CEOs of FedEx... eBay... Amazon.com... Time Warner... Apple Computer... McDonalds... Microsoft... Nike... Yahoo... Ford Motor Company... General Motors... a
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
d Goodyear COMBINED!”
I’m not making this up. Google the phrase and see for yourself.
Avoid landing page mistakes that arouse suspicion:
I’m not making this up. Google the phrase and see for yourself.
Avoid landing page mistakes that arouse suspicion:
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ol>
No office address
No phone number
Testimonials by people who only have initials
Extravagant claims
Use landing
Use landing
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
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
age elements that create trust:
- Better Business Bureau logo and link to the online profile of the BBB member
- eTrust logo
- Name, addres
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
, phone number and email address of principals in the company
Toll-free customer service phone number
Endorsements from trusted third parties, suc
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
as The Wall Street Journal or Lloyds of London.
Remember that your landing page is part-two of your direct mail sales pitch. You’ll convert more visitor
Remember that your landing page is part-two of your direct mail sales pitch. You’ll convert more visitor
.
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
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
into buyers when you give them what they expect to find, make the process easy and quick, and avoid the tactics used by spammers and scammers.
© 2006 Sharpe
© 2006 Sharpe
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)
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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