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Digg It - How to Write a Powerful Newsletter for Your Business
Most marketing people think of newsletters as quaint old things, like handwritten letters or mimeograph machines. While marketing is not immune to fads, newsletters are an absolute evergreen. After all, how can direct communication with your customers ever be a bad thing? And if you do it right, your customers will actually look forward to hearing from you!
One reason newsletters are so hot is that no one is doing them
One reason newsletters are so hot is that no one is doing them
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
. Some marketers may think they're hopelessly old school. Others may have tried to do them and failed (they're harder than they look). And still others are so buried under the avalanche of everyday emergencies that doing something as benign and friendly as a newsletter sounds almost unproductive.
Newsletters are powerful. Think about what they are for a minute: it is a way for you to communicate directly with your cust
Newsletters are powerful. Think about what they are for a minute: it is a way for you to communicate directly with your cust
; 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
omers at regular intervals. Most other marketing communications efforts are hit-or-miss. You place an ad that is seen by people who might be interested in your product but also by many others that will never want your product. A brochure can be put into the hands of many people, including a lot of highly disinterested parties.
But a newsletter goes right to the heart of your business: your real customers. The mailing l
But a newsletter goes right to the heart of your business: your real customers. The mailing l
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ist of your customers is pure gold. These are people who know your company, know what you sell, and have at least given you the impression that they like what you do. This isn't just preaching to the choir, it's fish in a barrel.
Think of a newsletter as permission to have a standing meeting or get-together with your customers at regular intervals.
Newsletter writing is not the same as writing copy to persuade. With n
Think of a newsletter as permission to have a standing meeting or get-together with your customers at regular intervals.
Newsletter writing is not the same as writing copy to persuade. With n
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
on-customers, you have to convince them to try your product or service. With customers, that persuasion is no longer necessary. You can talk in detail about your products, services, vision, and plans.
Most marketing studies of customers have shown that it is far more lucrative to a business or medical practice to keep a current customer than it is to attract a new one. Newsletters zero in on these highly valuable indiv
Most marketing studies of customers have shown that it is far more lucrative to a business or medical practice to keep a current customer than it is to attract a new one. Newsletters zero in on these highly valuable indiv
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
iduals. These are your most valuable contacts, and you show respect by giving them the best.
The form of a newsletter can be a bit of a puzzle. Email newsletters are gaining in popularity and can be done as emails (where the newsletter is the body of the email) or as attachments (in which a file is attached to a short email). The electronic newsletter has a few advantages: it's relatively cheap to produce (no printing)
The form of a newsletter can be a bit of a puzzle. Email newsletters are gaining in popularity and can be done as emails (where the newsletter is the body of the email) or as attachments (in which a file is attached to a short email). The electronic newsletter has a few advantages: it's relatively cheap to produce (no printing)
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
and distribution is inexpensive (no postage).
When producing an electronic newsletter there are a few considerations. First, if you're working with HTML (the stuff that builds website images and text) or an attachment, do not skimp on color. Color costs extra at the printers, but not in the electronic world. You can send images, colored charts and graphs, as well as text as cheaply as you can send a block of text. On
When producing an electronic newsletter there are a few considerations. First, if you're working with HTML (the stuff that builds website images and text) or an attachment, do not skimp on color. Color costs extra at the printers, but not in the electronic world. You can send images, colored charts and graphs, as well as text as cheaply as you can send a block of text. On
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
the other hand, don't make your files too complex. A big fat email can jam an inbox (marketing rule number 1: it is generally not good business to irritate your customers) or be slow to download. Some people routinely block pop-ups or employ firewalls or filters for their mail; an image-packed e-mail can wind up in the junk file or the recipient may not be able to open it. Be aware, too, that some hand-held devices work
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
great with all text emails but not so well with the fancier kind.
The traditional print newsletter requires layout, printing, and distribution, so it's generally a more costly proposition. However, there is something incredibly powerful about a printed piece, especially one that is very sharply targeted. Think of a good newsletter like an actual letter. With digital printing technology and a bulk rate mail permit, a p
The traditional print newsletter requires layout, printing, and distribution, so it's generally a more costly proposition. However, there is something incredibly powerful about a printed piece, especially one that is very sharply targeted. Think of a good newsletter like an actual letter. With digital printing technology and a bulk rate mail permit, a p
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
rint newsletter can be relatively economical. The beauty of a printed piece is that it is more like to get into the home of your customer, to linger on a coffee table or desk. It might get picked up and read a couple of times. From time to time, one reader will physicially share your newsletter with a friend, colleague, or family member. That's much less likely for electronic documents.
There are some new takes on how
There are some new takes on how
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
to produce a newsletter. I subscribe to a monthly newsletter that is a hodge-podge of media. Opening each issue is like getting a bunch of presents. It generally includes a photocopied report, sometimes a printed newsletter-looking document, and it often has a couple of audio CDs in it, besides. If your organization can regularly crank out that kind of content, this grab-bag newsletter can be a real winner.
But you can
But you can
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
also try some other new methods. You could do an audio newsletter by recording an audio file and making it available on a CD. CDs are relatively inexpensive to reproduce. For a customer who spends a lot of time on the road, an audio CD is a great fit that turns those hours in traffic into more pleasurable learning time.
I once received a monthly DVD newsletter, that is, I got a regular DVD in the mail with news and ot
I once received a monthly DVD newsletter, that is, I got a regular DVD in the mail with news and ot
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
her reports. I found that to be a dud, because playing a DVD required a pretty substantial time commitment. If the DVD started to get dull or there was a story I did not want to hear, I turned off the newsletter. It was also a lot harder to pick up and "glance" at. I soon found myself not bothering with the DVDs and, pretty soon, the newsletter stopped being produced.
While there are lots of options for newsletters, th
While there are lots of options for newsletters, th
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
e traditional print version is still the most practical. Most people understand newsletter and know how to "work" them, there is some chance an issue will be passed on to other readers, and right now, your newsletter probably has zero competition from other businesses because nobody these days seems to be doing them!
So how do you do a newsletter? Get graphic design help to design a layout. The layout should be flexibl
So how do you do a newsletter? Get graphic design help to design a layout. The layout should be flexibl
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
e but you should also make some basic decisions to help keep the issues looking similar (so folks know what they're reading) and to keep you from re-inventing the wheel with each issue.
Map out an editorial calendar which is basically a list of what you'll be publishing in the coming year. List any stories or themes you might want to cover. Don't worry if there are a lot of gaps in your calendar; you just want to be su
Map out an editorial calendar which is basically a list of what you'll be publishing in the coming year. List any stories or themes you might want to cover. Don't worry if there are a lot of gaps in your calendar; you just want to be su
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
re to cover certain stories. (For instance, make sure you take into account holidays and special days during the year so that you are able to run appropriate stories ranging from "school's out" to New Year's resolutions.)
How can you get all of this material written? You need a writer. Don't make the mistake of letting your newsletter be a grass-roots endeavor. Your customers deserve the very best you can put together
How can you get all of this material written? You need a writer. Don't make the mistake of letting your newsletter be a grass-roots endeavor. Your customers deserve the very best you can put together
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
and you really need a professional writer or two to make this happen.
The last but definitely not least consideration for your newsletter is the sheer relentlessness of the project. A good newsletter, even a quarterly one, requires constant work. You need to keep updating your editorial calendar, keep writing stories, keep laying out and printing newsletter, and keep putting them in the mail. No sooner are you done wit
The last but definitely not least consideration for your newsletter is the sheer relentlessness of the project. A good newsletter, even a quarterly one, requires constant work. You need to keep updating your editorial calendar, keep writing stories, keep laying out and printing newsletter, and keep putting them in the mail. No sooner are you done wit
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
h one task than the next one appears on the horizon.
Do not make newsletter an "extra" add-on to somebody's already busy day. You need to set it up as a real project that requires a fair amount of consistent work time. Make it a priority and your team will, too.
Can you measure the success of a newsletter? That is a tricky question but there are some ways to assess how well it is received. First, look at your overall
Do not make newsletter an "extra" add-on to somebody's already busy day. You need to set it up as a real project that requires a fair amount of consistent work time. Make it a priority and your team will, too.
Can you measure the success of a newsletter? That is a tricky question but there are some ways to assess how well it is received. First, look at your overall
.
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
sales. You should be doing better with a newsletter in place. Of course, so many factors influence sales that it is not always the fairest measure. You can try to gauge readership by offering something to those who return an enclosed card or those who call a specific number. For instance, you could do a short three-question survey and offer to send anyone who completes the form a free T-shirt. Mail out the newsletter an
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
d see who replies. Do not be stressed if you get a 30% return. A good marketer would jump for joy over that-that is a huge number. You are more likely to get less than 10%. But if you get nothing or very little, then maybe your newsletter is not working.
Another test of a newsletter-be late or miss an issue. If no one complains, you have trouble. But if you get requests asking about the newsletter, then it is a winner.
Another test of a newsletter-be late or miss an issue. If no one complains, you have trouble. But if you get requests asking about the newsletter, then it is a winner.
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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