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Digg It - Direct Response Marketing
The effectiveness and reach of traditional media has devolved:
With the growing number of magazines and television stations in the UK, it is hard to find a medium that can support an effective national broadcast campaign. Target audiences are scattered across a plethora of m
With the growing number of magazines and television stations in the UK, it is hard to find a medium that can support an effective national broadcast campaign. Target audiences are scattered across a plethora of m
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
agazines and stations and buying enough advertising space for effective reach has gotten out of hand.
Then there is the option to buy highly targeted mailing lists and send your direct mail to your future prospects. And that would work a charm if it wasn’t that a dozen other marketing profess
Then there is the option to buy highly targeted mailing lists and send your direct mail to your future prospects. And that would work a charm if it wasn’t that a dozen other marketing profess
; 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
ionals a day are sending their marketing materials to the same prospect. Remember your mailbox when you left for work this morning? How many leaflets were shouting for your attention? And what did you do? Opened all these mailers, studied the message, took the time to respond to their call 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.
action, missed the bus, got fired? No, you threw them straight in the bin.
It is miraculous so many of us are still using these outdated marketing methods.
So how has the direct response market evolved to cope with the clutter?
There was need for a change, and a clever lit
It is miraculous so many of us are still using these outdated marketing methods.
So how has the direct response market evolved to cope with the clutter?
There was need for a change, and a clever lit
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
le company in the UK started brainstorming about how to create a direct response vehicle that could achieve stand out for the brands they represented. The answer was Direct Response media pads, positioned at the bottom o
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
f an advertising panel that deliver the main marketing message.
How does it work?
The success of any marketing campaign is always based on a few simple factors:
- The message must be away from distracting clutter, it should be the only message to absorb.
- The message
How does it work?
The success of any marketing campaign is always based on a few simple factors:
- The message must be away from distracting clutter, it should be the only message to absorb.
- The message
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
must be easy enough to absorb in seconds.
- The message must be targeted at a prospect that has an interest in the information.
- The prospect should ideally be in a situation where he is held captive to the marketing message, to allow deeper absorption.
- The message must be ac
- The message must be targeted at a prospect that has an interest in the information.
- The prospect should ideally be in a situation where he is held captive to the marketing message, to allow deeper absorption.
- The message must be ac
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
companied by a powerful call to action: now that you know what we have and you know that you want it, how do you get it?
- If the action required is likely to be delayed (and lets face it, it almost always is) it must be somehow memorable enough so that the prospect can remember what it i
- If the action required is likely to be delayed (and lets face it, it almost always is) it must be somehow memorable enough so that the prospect can remember what it i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
he or she must do in order to obtain the product.
- Ideally, the advertising media should be able to randomly remember the prospect that he has not yet taking any action to obtain the desired product.
- The genius of direct response media pads are that they have all of the above qua
- Ideally, the advertising media should be able to randomly remember the prospect that he has not yet taking any action to obtain the desired product.
- The genius of direct response media pads are that they have all of the above qua
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
lities. Allow me to demonstrate:
Uncluttered environment
Currently, Direct Response media can be found in 1000+ bars, pubs & clubs (generating 131.3 million audience impacts every 4 weeks); 2. 200 of the busiest shopping centres (generating 52.4 million audience impacts
Uncluttered environment
Currently, Direct Response media can be found in 1000+ bars, pubs & clubs (generating 131.3 million audience impacts every 4 weeks); 2. 200 of the busiest shopping centres (generating 52.4 million audience impacts
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
every 4 weeks); 3. 170 Health clubs (generating 27.4 million audience impacts every 4 weeks); across 131 Motorway service stations (generating 87.5 impacts every 4 weeks). The pads are attached to washroom posters, positioned above a hand dryer, with the main message repeated on panels all ov
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
er the washroom (sometimes the main message is also supported by brand domination in the bar, by advertising on bar runners, beer mats, staff t-shirts, scratch card competitions and Bluetooth content.)
Because there is only one message to absorb within this environment, there is no battle for
Because there is only one message to absorb within this environment, there is no battle for
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
attention, compared to the more ‘traditional’ media.
Captive audience
On average, men visit the washroom for 55 sec, and woman 105 sec, so that takes care of the captive audience.
Gender and lifestyle targeted.
Washroom posters are gender targeted by def
Captive audience
On average, men visit the washroom for 55 sec, and woman 105 sec, so that takes care of the captive audience.
Gender and lifestyle targeted.
Washroom posters are gender targeted by def
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
ault. And scrupulous gathered data on all venues advertised in have resulted in ‘laser-precise’ targeting of different lifestyle and interest group.
Memorable media
The response pads are business card size, sit easily in a wallet, and act as a reminder of the precise call t
Memorable media
The response pads are business card size, sit easily in a wallet, and act as a reminder of the precise call t
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
o action, whether it is calling a number or visiting a website. Even if you forget to take action at the time you promised yourself, the response pad in your wallet will remind you of the desired product each time you search for your credit card or money.
Compare this to television. You’ve ea
Compare this to television. You’ve ea
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
ten too much, lounge in the sofa, tired, and see an advert for a product you are interested in. It tells you to call a number NOW to enjoy a discount. What are the chances that you will jump out of the sofa and ring that number? Nada. You’ll need some sort of reminder.
Direct response media p
Direct response media p
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
ds offer this reminder.
Direct Response media pads and its benefits:
(taken from responsedirect.org, leader in cost-effective direct response marketing information, non-profit organization).
- Target your audienc
Direct Response media pads and its benefits:
(taken from responsedirect.org, leader in cost-effective direct response marketing information, non-profit organization).
- Target your audienc
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e very precisely. Direct response media pads can be targeted by gender, life-style orientation or age.
- There is no need to have a mailing list prior.
- The direct response campaign can help you develop a mailing list of prospects that are truly interested in your product.
- Pr
- There is no need to have a mailing list prior.
- The direct response campaign can help you develop a mailing list of prospects that are truly interested in your product.
- Pr
.
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
otect yourself against overwhelming response: you can limit the size of your direct response campaign in order to limit the potential response. A problem that small companies often face is the volume of responses after running a radio or television ad. Their staff cannot answer all the calls o
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
r emails, and as a result the relationship with the prospect is damaged before it even began. Direct response campaigns can help you avoid logistical problems.
- Cost is relatively modest.
- A direct response campaign can happen fast. You can run a campaign in the next two weeks.
- Cost is relatively modest.
- A direct response campaign can happen fast. You can run a campaign in the next two weeks.
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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