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Digg It - Two Step Marketing - An Old Idea Come Full Circle
Whether out of necessity or perhaps wisdom, cost conscious mail order direct marketers of past decades did manage to develop and perfect a unique promotional method that, if applied correctly,
still cuts a wide swath in today's market.
Using a two-step
Using a two-step
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
approach toward market contact, employing small classified advertisements as the vehicle, they learned to validate prospect interest at the front end, increase bottom line profit, and cut cost of sale to the bone by eliminating cold broadcast mailings and
; 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
other fruitless marketing actions.
To this day, one can scan magazines, tabloids, and even local newpapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on en
To this day, one can scan magazines, tabloids, and even local newpapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on en
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d, while the foundation of the entire system lies with the ad itself.
A great two-step ad is carefully worded, with only two reasons to exist:
- to create interest or curiosity in the reader
- to prompt her toward taking an action.
That is the essence
A great two-step ad is carefully worded, with only two reasons to exist:
- to create interest or curiosity in the reader
- to prompt her toward taking an action.
That is the essence
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
of step one in a two-step mail order promotion. The reader was typically promised "further details" or a "free report" in exchange for her postcard or letter sent to a designated postal address.
In his turn, the direct marketer would then exercise step tw
In his turn, the direct marketer would then exercise step tw
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and
time consuming at its best.
Still today, even with the advent of Internet marketing technology, the underlying concept of
Still today, even with the advent of Internet marketing technology, the underlying concept of
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
two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.
Instead, she can acquire that information immediately by sending a simpl
Instead, she can acquire that information immediately by sending a simpl
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
e email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
The opportunity for further action on her
part (ie. making a purchase) is presented immediately, while her interest is at peak level.
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instan
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instan
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
t information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the i
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the i
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
ssue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain,
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain,
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
or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (ie. email autoresponde
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (ie. email autoresponde
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
r, website URL, toll free telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending
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
on multiple follow up contacts to close sales and render a profitable campaign. Email marketing by autoresponder has infinitely streamlined the multiple follow up process, without adding any
appreciable amount to cost of sale.
Rule 5 - Test Several Ads
Rule 5 - Test Several Ads
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
and Track the Results
Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to tr
Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to tr
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
ack the results from each ad. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.
Rule 6 - Consistent Placement of Ads
Small classified type ads do not carry the immediate credibility of a larger displa
Rule 6 - Consistent Placement of Ads
Small classified type ads do not carry the immediate credibility of a larger displa
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
y ad, a webpage, or even an email solo advertisement. A typical reader may need to see the ad more than
once in the same venue, before she feels comfortable in making a response. This writer's own campaign tracking has revealed the majority of response f
.
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
rom two-step ads often comes after the
second or third ad run in any particular venue. On the other hand, one time insertions have, more often that not, proved a financial loss.
The decades old concept of two-step marketing has evolved and meshed perfec
The decades old concept of two-step marketing has evolved and meshed perfec
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
tly with today's electronic marketing technology. When used properly, it can pre-qualify prospects, generate high
value emailing lists, dramatically reduce cost per sale, and improve bottom line profit for small and large direct marketing companies alike
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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