Tags |
|
|
Main Subject - Postcard Marketing Checklist: 5 Things to Consider Before You Mail
Your postcard-marketing program can benefit from a good checklist. Checklists keep us focused on the task at hand and help us remember all of the finer points. Doctors use them. Mechanics use them. And yes, postcard marketers use
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
them -- at least those who take postcard marketing seriously.
The checklist that follows is not all-inclusive, but is meant to provide a solid enough list to get your postcard marketing campaign underway.
The List
Your
The checklist that follows is not all-inclusive, but is meant to provide a solid enough list to get your postcard marketing campaign underway.
The List
Your
; 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
mailing list (a.k.a. database) should be the result of asking tough questions and doing some hard research. To build a good mailing list, you need to find out who wants and needs the products / services you sell.
If you're maili
If you're maili
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ng to your customer base, your list requirements are simple -- just mail to your best customers. But if you're mailing to "strangers" in the hopes of making them customers, you'll have more homework to do.
Questions to ask:
* H
Questions to ask:
* H
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ve you obtained your list from a reputable list vendor?
* If using your in-house list, have you checked it for accuracy, duplication, etc?
* Does your list match your message? Is your message relevant to your list?
The Head
* If using your in-house list, have you checked it for accuracy, duplication, etc?
* Does your list match your message? Is your message relevant to your list?
The Head
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ine
Direct mail postcards have a major advantage over their enveloped counterparts -- immediate impact, right out of the mailbox. This is where your headline comes into play. The reader will give your postcard a "golden glim
Direct mail postcards have a major advantage over their enveloped counterparts -- immediate impact, right out of the mailbox. This is where your headline comes into play. The reader will give your postcard a "golden glim
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
pse" during which you have a chance to pull them in. Whether you do so or not will depend largely on your headline.
Questions to ask:
* Does you headline identify your target audience?
* Does your headline promise a benefit?
Questions to ask:
* Does you headline identify your target audience?
* Does your headline promise a benefit?
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
Is your headline clear and to the point?
* Did you test your headline to make sure people understand at first glance?
The Offer
In postcard marketing, it's the offer that generates the response. It answers the reader's
* Did you test your headline to make sure people understand at first glance?
The Offer
In postcard marketing, it's the offer that generates the response. It answers the reader's
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
fundamental questions: "What's in it for me? Why should I bother? How is this worth my time?"
The offer is usually related to the product or service being sold, but it doesn't actually have to be that product or service. A compa
The offer is usually related to the product or service being sold, but it doesn't actually have to be that product or service. A compa
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
ny selling software might offer a discount on the software, a free trial, a free 28-page software buyer's guide, or a number of other things related to what they are selling.
When using direct mail by itself (not in conjunction
When using direct mail by itself (not in conjunction
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ith TV or radio), it's best to keep your offer related to your product. You're not after "freebie hunters" with no real interest in what you're selling. You're after qualified prospects -- the kind of people who might actually bu
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
your product or service.
Questions to ask:
* Is the offer related to your product or service?
* Does it have enough of a perceived value to generate a response?
* Have you described the value of your offer (dollar amount, ti
Questions to ask:
* Is the offer related to your product or service?
* Does it have enough of a perceived value to generate a response?
* Have you described the value of your offer (dollar amount, ti
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
me savings, etc.)?
* Is the offer specific and relevant to the reader?
The Call-to-Action
Think of the call-to-action as a road sign. It points readers to the offer and tells them how to capitalize on it. It is part of
* Is the offer specific and relevant to the reader?
The Call-to-Action
Think of the call-to-action as a road sign. It points readers to the offer and tells them how to capitalize on it. It is part of
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
he offer, but it also needs to be considered on its own.
If the offer is a 30-day free trial, the call-to-action might be the bold sentence that says: "Sign up for your free trial at www.fakeswebsite.com/trial."
Questions to as
If the offer is a 30-day free trial, the call-to-action might be the bold sentence that says: "Sign up for your free trial at www.fakeswebsite.com/trial."
Questions to as
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
:
* Is your call-to-action simple and easy to understand?
* Does it stand out from the copy around it?
* Does it make responding easy?
* Does it offer multiple ways to respond (web address, 800#, etc.)?
The Tracking
* Is your call-to-action simple and easy to understand?
* Does it stand out from the copy around it?
* Does it make responding easy?
* Does it offer multiple ways to respond (web address, 800#, etc.)?
The Tracking
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
One of the great things about postcard marketing is that it's fairly simple to track. Compare the number of postcards you sent out to the number of responses you get back, and you've measured your response rate. You can then comp
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
re the results of two mailings to see which postcard performs better.
For instance, you might send the same postcard to the same audience but with different offers. The offer that pulls the biggest response wins. The other one g
For instance, you might send the same postcard to the same audience but with different offers. The offer that pulls the biggest response wins. The other one g
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
es away.
Question to ask:
* First off, do you have a tracking program?
* Have you considered the technical details of tracking responses?
* Do you know what elements you want to test (headline, offer, etc.)?
* How will you
Question to ask:
* First off, do you have a tracking program?
* Have you considered the technical details of tracking responses?
* Do you know what elements you want to test (headline, offer, etc.)?
* How will you
.
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
modify your postcard if it doesn’t get the response you want?
Conclusion
As your postcard marketing program evolves, so too will your checklist. Before long, you'll have a list of things that have worked well for you (as
Conclusion
As your postcard marketing program evolves, so too will your checklist. Before long, you'll have a list of things that have worked well for you (as
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
well as those that haven't). And that's a valuable checklist to have!
* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active
* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.mainsubjects.org.ua/article/30817/mainsubjects-Postcard-Marketing-Checklist-5-Things-to-Consider-Before-You-Mail.html">Postcard Marketing Checklist: 5 Things to Consider Before You Mail</a>
BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/30817/mainsubjects-Postcard-Marketing-Checklist-5-Things-to-Consider-Before-You-Mail.html]Postcard Marketing Checklist: 5 Things to Consider Before You Mail[/url]
Related Articles:
Performance Appraisals Must Go
How To Speak Your Way To Fame And Fortune
Bookmark it:
|