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Digg It - When Scare Tactics Work (And When They Don't) in Direct Marketing
Using fear to motivate action is a proven and effective technique in direct marketing. But when used inappropriately, it can not only suppress response, it can damage your brand.
My wife and
My wife and
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
I have been harassed by our credit card company for months now. We are not missing payments. Our identity was not stolen. No, we have been harassed simply because we are not picking up the pho
; 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
ne when they call us. For months we have been receiving calls from an unidentified 800 number from Arizona (Thank god for caller ID). On some days, we receive up to 5 calls in one day! Most 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 time a message is not left. But when a message is left, it is a recorded voice asking us to call an 800 number right away.
The fact that it is not a live person on the other end of the ph
The fact that it is not a live person on the other end of the ph
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
one should be a trigger that this is just a promotional call. But the fact that it is an ambiguous message from my credit card company is a situation most people would not want to risk neglect
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ng. I resisted my first instincts to call the number for weeks. But finally, my patience wore thin and I picked up the phone.
The number dialed into an automated telephone system identifying
The number dialed into an automated telephone system identifying
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
themselves as my credit card company but then immediately asking for my account number. Before entering it, I went online and confirmed this was indeed a number from the company. But after ent
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
ering it into the system, it dumped me into a generic main menu. COuld it be? Could this major credit card company really call me multiple times a day and when given the opportunity to leave a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
message, dump me back into a main number? I guess so.
Should I have actually been interested in whatever offer they were going to give me, they nor I would have no idea what it was by the tim
Should I have actually been interested in whatever offer they were going to give me, they nor I would have no idea what it was by the tim
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
e I called in. But this was not the case. I was there to raise cain. Unfortunately, despite my best intentions, the card is under my wife's name and she had to raise it for me. In the end, we
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
re now "opted out" of promotional solicitation as it pertains to our account.
Companies like credit card companies use scare tactics all the time in direct marketing communications. Using bli
Companies like credit card companies use scare tactics all the time in direct marketing communications. Using bli
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
nd envelopes, faux plastics, and "Do not discard" messaging is a proven way to get someone into the envelope. But traditionally, that's where the scare stops, giving way to a more promotional
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
message inside.
For the most part, consumers are forgiving of that type of scare: "You fooled me Credit Card company. Well played. Well played."
Some even get the message: "Ok. you got me.
For the most part, consumers are forgiving of that type of scare: "You fooled me Credit Card company. Well played. Well played."
Some even get the message: "Ok. you got me.
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
I took the time to open the envelope. Now I'm going to throw away this junk in the…wait a minute. 0% APR for balance transfers? Wow. That's interesting…"
In either case, scare tactics have co
In either case, scare tactics have co
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
nvinced the customer to check out what is inside. But in the end, the only commitment needed was opening the envelope.
There is a completely different effect when on the phone. Outgoing telep
There is a completely different effect when on the phone. Outgoing telep
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
one marketing (OTM) is still an effective mode of communication despite the hub bub of the Do Not Call Registry and the use of Caller ID. If you are a customer, you can be fair game. And as lo
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
ng as that relationship is not abused, a friendly voice can be more effective than a printed piece.
But using scare tactics on the phone and making customers call back can severely damage you
But using scare tactics on the phone and making customers call back can severely damage you
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
r brand. And repeated calling over the course of a day may make sense for a salesperson who needs to make a quota but kills the warm and fuzzy feeling you may have for a company.
No doubt, it
No doubt, it
.
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
would have been a straight sell message if we actually answered the phone the first time. And we probably would have just said a "No thanks. Don't ever call me again." Even if that call had co
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
me during dinnertime, I would have not held it against my credit card company. But five calls in 8 hours with no message left from an unidentified 800 number from Arizona? That is unforgivable
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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