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Advice You - Direct Mail Marketing With Postcards: The Headline Factor
If you're spending money on a direct mail / postcard marketing campaign, but you're not spending time developing headlines -- you're wasting time and money.
Why is th
Why is th
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
e headline so important to a direct mail marketing postcard? We'll get to that in a moment. First, let's demystify the headline by breaking it down to its purest form.
; 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
A headline is a line of text at the head of a document, hence the name. I don't tell you this to insult your intelligence. I tell you this to open your mind to what
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
all a headline might accomplish.
When you use the word "headline," most people think of newspapers ("12 Arrested in Whoopee Cushion Incident") or advertisements ("Los
When you use the word "headline," most people think of newspapers ("12 Arrested in Whoopee Cushion Incident") or advertisements ("Los
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
e 15 Pounds in 30 Days, Guaranteed.") But headlines can be found on a much wider array of publications than that.
The Purpose of Headlines
In general terms, a
The Purpose of Headlines
In general terms, a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
headline is designed to:
1. Get the reader's attention so that it's the first thing they read.
2. Describe the information that follows.
3. Identify the intended a
1. Get the reader's attention so that it's the first thing they read.
2. Describe the information that follows.
3. Identify the intended a
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
udience (within the context of the publication).
These goals apply to direct mail headlines as well. Only in direct mail, there's a much stronger desire -- and financ
These goals apply to direct mail headlines as well. Only in direct mail, there's a much stronger desire -- and financ
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
ial incentive -- to getting the message read completely. If somebody buys a newspaper, glances at it and then tosses it in the trash, the newspaper has still made a sa
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
le.
But in direct mail, a quick glance followed by a trash toss equals money lost.
The Purpose of Headlines in Direct Mail
So for direct mail marketing, we c
But in direct mail, a quick glance followed by a trash toss equals money lost.
The Purpose of Headlines in Direct Mail
So for direct mail marketing, we c
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
ould rewrite our headline goals as such:
1. Grab the recipient's attention within the first five seconds.
2. Highlight the value of the information that follows. Pro
1. Grab the recipient's attention within the first five seconds.
2. Highlight the value of the information that follows. Pro
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
mise readers you will save them time or money, make them healthier or happier, or help them avoid something terrible.
3. Evoke some form of response from the intended
3. Evoke some form of response from the intended
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
audience.
A Headline Should Move the Reader Forward
In direct mail marketing, your headline must channel the reader toward a desired response. Maybe your pos
A Headline Should Move the Reader Forward
In direct mail marketing, your headline must channel the reader toward a desired response. Maybe your pos
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
tcard offers a freebie -- some product or information of value -- as a way to generate phone calls. Maybe you're pointing toward a website where some kind of sample or
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
free trial can be obtained.
Whatever form it takes, your offer is an essential part of your postcard. But how will people know what you're offering? How will they kn
Whatever form it takes, your offer is an essential part of your postcard. But how will people know what you're offering? How will they kn
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
ow the value to be obtained by taking the action you want them to take?
By the headline, that's how. So if your headline falters, your entire direct mail piece falter
By the headline, that's how. So if your headline falters, your entire direct mail piece falter
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
s. It doesn't matter that your offer is spectacular or your product first-rate. Without a headline that identifies the audience, grabs their attention and evokes a res
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
ponse, all else is lost.
Conclusion
I've known direct mail marketers who put all their energy into cool designs and flowery prose, while tacking on a headline
Conclusion
I've known direct mail marketers who put all their energy into cool designs and flowery prose, while tacking on a headline
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
almost as an afterthought. But I've never heard these marketers brag about their response rates or ROI.
Headlines have the power to make or break a direct mail marke
Headlines have the power to make or break a direct mail marke
.
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
ting campaign. Treat them accordingly. Write them. Revise them. Hone them. Track and test them. And then start the process over again. You can't afford to do anything
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
less.
* You may republish this article on your website as long as the byline, author's note and hyperlink are left intact. Please include the article in its entirety.
* You may republish this article on your website as long as the byline, author's note and hyperlink are left intact. Please include the article in its entirety.
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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