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Advice You - The Seven Vital Steps You Must Know To Ensure Direct Mail Success
1. Your Most Valuable Asset
A mailing list of valued customers is the single most important asset you have. Loyal customers will spend an average of five times more in your business than new customers. Plus it costs ten times more to acquire a new customer.
When choosing a mailing list
A mailing list of valued customers is the single most important asset you have. Loyal customers will spend an average of five times more in your business than new customers. Plus it costs ten times more to acquire a new customer.
When choosing a mailing list
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
, first identify your best customer. What is their age, income level, and geography?
Then identify your "perfect" customer. Select mailing lists which match your perfect customer profile.
If you're selling business to business, select the type of business, number of employees and geog
Then identify your "perfect" customer. Select mailing lists which match your perfect customer profile.
If you're selling business to business, select the type of business, number of employees and geog
; 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
aphy, then tailor your message to this audience.
2. The Three Most Effective Words
Copy is the persuasive argument that sells your product or service. Begin your copy with a strong headline that spells out the benefit of your product or service.
The three most effective words in direct
2. The Three Most Effective Words
Copy is the persuasive argument that sells your product or service. Begin your copy with a strong headline that spells out the benefit of your product or service.
The three most effective words in direct
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ail are "you," "free," and "new." Studies show that using these words in headlines can boost your response dramatically.
Letter copy should follow a simple formula that will help you organize your thoughts and make a convincing sales argument.
A. Attention: The headline must grab their a
Letter copy should follow a simple formula that will help you organize your thoughts and make a convincing sales argument.
A. Attention: The headline must grab their a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ttention and make them want to read further.
B. Interest: Grab their interest with a sub-headline that states your Unique Selling Proposition (what sets you apart from everyone else.)
C. Desire: Elicit desire by painting word pictures of your prospect using your product or service and en
B. Interest: Grab their interest with a sub-headline that states your Unique Selling Proposition (what sets you apart from everyone else.)
C. Desire: Elicit desire by painting word pictures of your prospect using your product or service and en
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
oying its benefits. Give testimonials of customers who have benefited from what you offer. Tell stories of people who used your service despite their initial apprehension.
D. Close: Ask for the order. Make it convenient for them to respond. Give your prospects choices of how to get in t
D. Close: Ask for the order. Make it convenient for them to respond. Give your prospects choices of how to get in t
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
uch with you. Use a P.S. at the end of the letter to pique their curiosity.
3. What's In It For Me?
Your offer attracts people to your business or service. Direct mail will not work if you use it like a billboard. It is like saying, "SEE ME, I'M OVER HERE" at 60 m.p.h. In order for y
3. What's In It For Me?
Your offer attracts people to your business or service. Direct mail will not work if you use it like a billboard. It is like saying, "SEE ME, I'M OVER HERE" at 60 m.p.h. In order for 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
our direct mail to achieve measurable results you must have a compelling offer.
Your offer can include money, free gifts, guarantees, testimonials, sale events, coupons, gift certificates, sweepstakes, drawings and private sales.
Test different offers and see what works best for you.
Wh
Your offer can include money, free gifts, guarantees, testimonials, sale events, coupons, gift certificates, sweepstakes, drawings and private sales.
Test different offers and see what works best for you.
Wh
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n you're marketing to a business, personalization is important. Make your outside envelope look like a personal business letter. Keep your copy to 1 or 2 pages and offer an incentive for responding quickly..
4. Experience Captivating Graphics
Designing a mail piece should accomplish 2
4. Experience Captivating Graphics
Designing a mail piece should accomplish 2
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
things. One is to get the attention of your reader. Two, is to visually clarify the written message you are trying to get across.
There are six elements that determine good direct mail design.
A. One visual element should dominate the page, whether it's a photo, headline, cartoon or grap
There are six elements that determine good direct mail design.
A. One visual element should dominate the page, whether it's a photo, headline, cartoon or grap
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ic.
B. Use only one or two typefaces. Stick with one or two families of type. Use one for the headlines and bolded sub sections and one for the body copy. The body copy should always be a serif typeface, it's easier to read.
C. Use lots of white space when you want to make a lasting im
B. Use only one or two typefaces. Stick with one or two families of type. Use one for the headlines and bolded sub sections and one for the body copy. The body copy should always be a serif typeface, it's easier to read.
C. Use lots of white space when you want to make a lasting im
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
pression.
D. Make sure your text is easy to read. Don't make your margins too wide or your columns too long. Space out the lines of your text so they are easy to read. Use bullets, bold, underlines and short paragraphs.
E. Display your logo and pertinent contact information.
5. Produc
D. Make sure your text is easy to read. Don't make your margins too wide or your columns too long. Space out the lines of your text so they are easy to read. Use bullets, bold, underlines and short paragraphs.
E. Display your logo and pertinent contact information.
5. Produc
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
the Package
Have you ever read an ad or received a mailing without a phone number or address? Often people get so wrapped up in the copy they forget to call for action. Boldly feature your phone number, address, web site address, email address and fax. Make it easy for your prospects to
Have you ever read an ad or received a mailing without a phone number or address? Often people get so wrapped up in the copy they forget to call for action. Boldly feature your phone number, address, web site address, email address and fax. Make it easy for your prospects to
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
contact you.
Your logo should visually express the essence of your company's mission along with a positioning statement that sets you apart from your competition. Design a "risk-free" response certificate that clearly repeats your most valuable benefits and moves your reader to say "yes."
Your logo should visually express the essence of your company's mission along with a positioning statement that sets you apart from your competition. Design a "risk-free" response certificate that clearly repeats your most valuable benefits and moves your reader to say "yes."
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
6. Testing
The standard business-to-business mailing package includes an outside envelope, letter, brochure, lift letter and response device.
The benefit of direct mail is that you have an unlimited number of choices when it comes to your package. You can choose the paper, ink color a
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
d size of the package. Or you might choose a postcard, self mailer, flyer or 3D package which is almost guaranteed to get opened.
7. Follow Up
The three most important elements to test are the list, offer and package. Studies show the quality of your mailing list represents 40% - 70% of
7. Follow Up
The three most important elements to test are the list, offer and package. Studies show the quality of your mailing list represents 40% - 70% of
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
your mailing success.
First, carefully select your list, keep your offer the same and test one list against another; either two rented lists or your customer list against a rented list.
Then, test your offers. Keep your list the same and change your offer. A one word change in a headl
First, carefully select your list, keep your offer the same and test one list against another; either two rented lists or your customer list against a rented list.
Then, test your offers. Keep your list the same and change your offer. A one word change in a headl
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ine can boost your response over 300%. Test discounts, free gifts, free samples, personalized coaching or free reports.
Third, test the creative. Colors create moods and can affect response. Test a humorous approach vs. a serious approach. Test photos vs. clip art, ink colors, paper co
Third, test the creative. Colors create moods and can affect response. Test a humorous approach vs. a serious approach. Test photos vs. clip art, ink colors, paper co
.
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
ors, envelope design. Test a postcard vs. a letter. What about a teaser on the envelope vs. a blank envelope? All these variables can affect your response and should be tested.
It's useless to have a powerful measurable tool like direct mail and not evaluate whether it's working. Keep
It's useless to have a powerful measurable tool like direct mail and not evaluate whether it's working. Keep
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
rack of your response. Code your ads and business reply cards and determine what is the most profitable combination of elements for your market.
(c) Allan J. Katz, 2005. Permission to reprint granted to all venues to long as the article and by-line are not changed and links are clickable
(c) Allan J. Katz, 2005. Permission to reprint granted to all venues to long as the article and by-line are not changed and links are clickable
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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