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Main Subject - Why Your Direct Mail Isn't Working
Disappointed with your DM results lately?
With the demise of consumer telemarketing at the hands of the “Do Not Call” list, more and more businesses are turning to Direct Mail to take up the slack. Which means your
With the demise of consumer telemarketing at the hands of the “Do Not Call” list, more and more businesses are turning to Direct Mail to take up the slack. Which means your
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
prospect is getting a lot more “junk mail”. Unfortunately for all of us, not all of it is well-written.
In fact, if what’s been showing up in my own mailbox is any indication, a whole lot of it is down right boring.
In fact, if what’s been showing up in my own mailbox is any indication, a whole lot of it is down right boring.
; 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
“How is that bad for me?” you say. “If the other mail is boring, that’s less competition for my letter, right?”
Wrong. Because every time one of those many letters convinces your prospect to open it – only to disa
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
point him with a dry run-down of features or a load of hype – it gets a little bit harder to convince him to open the next one.
In other words, even weak competition can hurt you. The only way to make it better is t
In other words, even weak competition can hurt you. The only way to make it better is t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
o stand head and shoulders above with a laser-targeted, irresistible offer, and a package that hooks your prospect right in the heart.
Laser Targeted
The single most important factor (it accounts for 40% of your re
Laser Targeted
The single most important factor (it accounts for 40% of your re
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ponse) in determining the success of your mailing is your list. You don’t want to scatter envelopes to the four winds in hopes that a few will land in receptive hands.
Spend some time getting to know your most likel
Spend some time getting to know your most likel
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
y prospect, then work with your list broker to narrow down the list and target that group of people. Yes, more selects will cost you more up front. But a smaller, laser targeted list will give you a better ROI than a
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
big, general one.
In other words, extra selects are a better investment than wasted envelopes. Not only that, they cut down on mailbox clutter for those outside of your target – a good thing for all of us.
An Irre
In other words, extra selects are a better investment than wasted envelopes. Not only that, they cut down on mailbox clutter for those outside of your target – a good thing for all of us.
An Irre
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
istible Offer
Your offer accounts for another 40% of your success – which makes it just as important as your list.
It’s the deal you offer your prospect – what you’ll give him in exchange for what you want from him
Your offer accounts for another 40% of your success – which makes it just as important as your list.
It’s the deal you offer your prospect – what you’ll give him in exchange for what you want from him
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
. It can be your merchandise or service for his money. Or, in the case of lead gen, it can be merchandise (or perhaps information, as in a free report or newsletter) in exchange for his contact information.
The impo
The impo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tant thing is that for your offer to work, your prospect has to feel like he’s getting the better end of the deal. An even trade isn’t enough. He has to feel like what he’s getting is more valuable than what he has t
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
o give you in order to get it.
This is where a lot of lead gen packages fail. They assume that since they’re not asking for money, they don’t have to offer anything of value in return. But if you really want to ratc
This is where a lot of lead gen packages fail. They assume that since they’re not asking for money, they don’t have to offer anything of value in return. But if you really want to ratc
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
het up response, give your prospect something tangible, and that he will consider valuable, in exchange.
Hooking Your Prospect By The Heart
The final 20% of your mailing’s success comes from the creative – the actu
Hooking Your Prospect By The Heart
The final 20% of your mailing’s success comes from the creative – the actu
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
l copy and design of your letter and other components.
Unfortunately, it’s just not enough to shout benefits at your prospect anymore. In fact, opening with a benefit based headline or lead in today’s advertising sa
Unfortunately, it’s just not enough to shout benefits at your prospect anymore. In fact, opening with a benefit based headline or lead in today’s advertising sa
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
turated climate just screams, “Sales letter!”
Instead, you have to have copy that makes some kind of emotional connection with your prospect. Otherwise, his sales resistance goes up and your message is delivered to
Instead, you have to have copy that makes some kind of emotional connection with your prospect. Otherwise, his sales resistance goes up and your message is delivered to
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
he round file.
Try opening with a lead that validates his skepticism. Acknowledge how he’s already feeling (similar products haven’t worked for me) and tell him why he’s right – and then get to how you’re different.
Try opening with a lead that validates his skepticism. Acknowledge how he’s already feeling (similar products haven’t worked for me) and tell him why he’s right – and then get to how you’re different.
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
Start with a good story. Everyone loves a good story – and the best part is, it sucks your prospect in. While he’s trying to find out what happened, he’s getting sold without realizing it.
Lead off with a topic th
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
at’s in the news. If your prospect thinks he’s getting breaking information, he’ll pay attention. Especially if you can connect your product to how your prospect is already feeling about the issue.
The important thi
The important thi
.
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
g is to enter the conversation your prospect is already having with himself. Resonate with his core emotions. Connect with his desires. Empathize with his frustrations. Lead him to the sale rather than pushing him to
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
it.
Make the effort to send out emotionally driven, irresistible offers – and target them to those most likely to want to buy – and you can rescue falling response rates.
And that is a benefit worth shouting about
Make the effort to send out emotionally driven, irresistible offers – and target them to those most likely to want to buy – and you can rescue falling response rates.
And that is a benefit worth shouting about
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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