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Digg It - Waste Not, Want Not - Tough Talk About Direct Mail
Those of us in advertising and marketing collectively have the power to move entire markets. And with all power comes responsibility. One area that needs our industry scrutiny is the overuse of direct mail and the resulting
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
waste of precious natural resources.
As I write my bills every two weeks, I fill two wastebaskets with unwanted solicitations, mostly from financial companies. Two factors are contributing to growth in the unwanted stuff in o
As I write my bills every two weeks, I fill two wastebaskets with unwanted solicitations, mostly from financial companies. Two factors are contributing to growth in the unwanted stuff in o
; 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
ur mailboxes. The nationwide do-not-call list is growing by tens of thousands of households per month, and massive dollars are being redirected from telemarketing into more and more direct mail. At the same time, changes in ba
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nkruptcy law have reduced risk to the credit card companies and increased the volume of solicitations to consumers. The result is a growing flow of junk in our mailboxes that wastes our time and natural resources.
Like most p
Like most p
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eople, I hated the barrage of evening phone calls from roofing companies, finance firms, charities, window cleaners, and publishers. (I often wondered if the advertisers who used this technique gave any thought to the damage t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
his technique did to their brand names.) As annoying as the telephone calls were, the growing avalanche of direct mail is starting to worry me even more. As responsible citizens on planet Earth, do we really want to use our re
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
sources in this way? And as marketers, do we have a responsibility to carefully marshal our resources and to judiciously use each channel of communication to its best advantage? Shouldn’t we leave as little waste as possible
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
?
Don’t get me wrong. I am not against the use of direct mail. Used appropriately, it can be a powerful tool. It is just plain awful marketing that bugs me, and this leads to incredible waste of our most precious natural reso
Don’t get me wrong. I am not against the use of direct mail. Used appropriately, it can be a powerful tool. It is just plain awful marketing that bugs me, and this leads to incredible waste of our most precious natural reso
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
urces.
As I write this article, I am preparing for a meeting with a small national manufacturing company that is looking for new advertising counsel. They just completed a very large national direct mail program to support sa
As I write this article, I am preparing for a meeting with a small national manufacturing company that is looking for new advertising counsel. They just completed a very large national direct mail program to support sa
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
les leads for their dealership network with disastrous results. The program cost $250,000 and netted 250 leads and 30 new customers. This means that inquiries cost $1,000 each, and customers cost $8,333 each. The company makes
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
about $600 in profit per customer and needs to be finding them for less than $300. Oops. Even taking out one-time creative development costs from the equation, each new customer cost over $4000. Clearly, this was a flop.
What
What
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
is sad about this is that any professional in our business would have looked at the initial strategy and predicted failure. This was a case where direct mail was not appropriate for accomplishing the goals. There was no maili
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
ng list available that was targeted enough to warrant the very high per-contact cost of direct mail.
The advertiser was a victim of his own misconception of the power of direct mail. Before the tactic of direct mail was chos
The advertiser was a victim of his own misconception of the power of direct mail. Before the tactic of direct mail was chos
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
en, this advertiser should have evaluated all possible channels of communication available to him. This was a case where a combination of targeted national cable combined with a really strong dealer referral program on the Web
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
site most likely would have yielded the results needed for the same test budget. And the advertiser wouldn’t have sacrificed a single tree in the process.
Direct mail has been oversold as a marketing tool, and it is time to
Direct mail has been oversold as a marketing tool, and it is time to
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
start thinking about being far more judicious when we choose this medium. With the emerging Internet and the newly found television interactivity, direct marketers have better, more socially responsible ways to meet their goal
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
s. Those of us who make choices every day in the use of media channels should be more thoughtful about the impact our choices will make on future generations.
With all this, I am not too worried about the current glut of jun
With all this, I am not too worried about the current glut of jun
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
k mail continuing. There is sort of advertising eco-system in place that will slow the process in a few years. The more people sign up for the do-not-call list, the more calls that will go to those who haven’t yet signed up. T
.
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
his will increase their unhappiness. This will increase the rate of sign-up for the do-not-call list. This will increase the amount spent on direct mail which will further fill our mailboxes. The more filled our mailboxes bec
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
ome, the more diluted the response rates and the harder it will be to make mail pencil out. So ultimately mail volume will drop.
Let’s help it along by only choosing this medium after a careful evaluation of all alternatives
Let’s help it along by only choosing this medium after a careful evaluation of all alternatives
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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