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Digg It - Postcard Marketing Tip - How and Why to Incorporate Your Website
As the postcard marketing industry continues to evolve, more marketers turn to the medium as a way to drive business and increase revenues. But postcard marketing can be tough. It's a number
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
s game, and at every point in the process you stand to lose a percentage of your audience.
To get the most from your postcard marketing, you need to minimize this "attrition" by optimizing
To get the most from your postcard marketing, you need to minimize this "attrition" by optimizing
; 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
your technique. Ever aspect of your postcard campaign -- the planning, the copywriting, the design and the offer -- should be polished and perfected to deliver the best possible ROI.
One of
One of
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
the ways you can increase your response rates is by incorporating your website into your postcard marketing program. There's a right way and a wrong way to go about this. In this article, w
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
will look at both.
It Takes More Than "Learn More"
Have you ever seen a direct mail piece that ended with a statement like "learn more at our website"? These so-ca
It Takes More Than "Learn More"
Have you ever seen a direct mail piece that ended with a statement like "learn more at our website"? These so-ca
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
lled promotional pieces offer no reason why we should visit the website, or what we might learn more about. Sending someone to your website's home page simply to "learn more" is a wasted opp
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
ortunity. This is the wrong way to incorporate your website into your postcard marketing. So let's talk about the right way to do it.
Pointing a postcard recipient to your website is a good
Pointing a postcard recipient to your website is a good
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
thing. In fact, it can be one of the most effective techniques in postcard marketing, when it's done right. But you have to point people to a specific page and for a specific reason, and th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t reason has to be crystal clear on your postcard. It should also be laced with benefits, good solid reasons why people should visit that page.
As an example, consider the following scenari
As an example, consider the following scenari
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
o. Your company is in the market for an email marketing solution. You know you want to sign on with an email marketing provider who handles all of the logistics for you, but you're not sure
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
which company to choose. Within the next week, you receive two direct mail postcards, each promoting an email marketing service for businesses like yours. (Sure it's a coincidence, but bear
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
with me here.)
Both postcards mention similar email marketing programs with similar features, but here's where they differ: One of them simply points you toward the company's home page and
Both postcards mention similar email marketing programs with similar features, but here's where they differ: One of them simply points you toward the company's home page and
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
ells you to "learn more" there. The other postcards gives you a special landing page where you can sign up for a guided tour of the system, take a free trial on your own, and also review a c
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
omparison chart that stacks their product up against leading competitors.
Which postcard would you be more likely to respond to? If you're like most people, you would respond to the second
Which postcard would you be more likely to respond to? If you're like most people, you would respond to the second
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
postcard mentioned above.
The first postcard tacks on the website as an afterthought, with little direction as to what you should do on the website. It's like saying, "Oh, we also have a we
The first postcard tacks on the website as an afterthought, with little direction as to what you should do on the website. It's like saying, "Oh, we also have a we
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
bsite if you want to check that out." Boring! But the second postcard actually partners up with the website in a logical, cohesive way. The second postcard directs you to the kind of informa
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
ion you need to make a purchasing decision -- a free trial, a guided tour, and a features comparison chart.
It seems like an easy thing for a marketer to do, right? Yet you'd be surprised a
It seems like an easy thing for a marketer to do, right? Yet you'd be surprised a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t how often postcard marketers fail to make a proper web connection.
To maximize your response rates in postcard marketing, incorporate your website in a well-planned, well-thought-out fash
To maximize your response rates in postcard marketing, incorporate your website in a well-planned, well-thought-out fash
.
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
ion. Start with the landing page and work backwards. Give people a good reason to visit the special area of your website, and make that motivator crystal clear on your direct mail postcard.
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
Good luck with your postcard marketing!
* You may republish this article online if you retain the author's byline and the active hyperlinks below. Thank you. Copyright 2007, Brandon Cornett
* You may republish this article online if you retain the author's byline and the active hyperlinks below. Thank you. Copyright 2007, Brandon Cornett
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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