Digg It - Business

I recently witnessed a conversation about the "death" of paper direct mail due to the "life" of web presence and blogs. I'm not exactly sure why, but someone seems to declare the "death" of a marketing technique ever

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

y few months…I guess that's how some consultants stay employed - announce the "death" of something and create the "life" of something new. Anyway, I disagree with the notion paper direct mail is dead and as such thou

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ht I'd share how we integrate paper direct mail into our marketing, sales, and lead nurturing systems.

We do a fair amount of direct mail - postcards, sales letters, brochures, etc. - to generate sales leads and pro

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

oke interest in our and our customer's services. We integrate paper direct mail with our web presence to provoke ongoing interest using unique landing pages specific to each direct mail piece and routinely use sales

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

etters to generate leads.

Provoking Ongoing Interest To warm suspects for sales opportunities what we do is create a direct paper mail piece - postcard, letter, brochure, etc. - and send it to a lis

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

t of targeted employees at specific companies we've identified as part of a customer profile. We provide a unique URL to continue the dialogue from a particular subject within a paper direct mail piece - in essence w

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

ask a question in the paper direct mail piece and answer the question on a landing page. The landing page continues the flow of information from the printed source. We are careful to keep the font, color, graphics,

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

tc. the same on the landing page - this bridges the paper direct mail to our web presence.

Example: We did a direct mail postcard for a customer not long ago. The piece begged the question of how outside counsel spe

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

t their time; a graphic included two business people standing by a water cooler. The URL that continued the dialogue of managing outside counsel was watercooler.customersdomain.com.

We accomplish two things by emplo

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

ying landing pages this way: we track specific interest of our customers and prospects (we track stats for the landing pages and correlate it to a mailing schedule), and bridge suspects to the "stickiness" of our web

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

presence. Our belief is if you can hold an audience, you can continue to market to them. We've found this technique highly effective in bringing prospects to our site.

We can easily test messages and service offerin

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

s with this technique.

Sales Letters Within the past year we have successfully used paper direct marketing to position and sell one of your customer's web-based service to local governments - city,

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

chool district, special district, county, state. Using a one page letter with compelling content and overt calls to action to meet face-to-face, we have successfully met with 30 county Supervisors or Executives in th

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

e state of California.

As background, there are 58 counties in California and in the campaign I'm citing we only targeted the 40 largest. Our paper direct mail campaign was designed to generate face-to-face meetings

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

The results of this campaign were meetings with 30 County Supervisors or executives (Chief Administrative Officer or County Counsel - the most senior non-elected officials in county government). From letter to meeti

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

g was one phone call. Our campaign had a success rate of 75%! Paper direct marketing works.

The average annual value of each customer we targeted in this campaign was $200K. Our cost of the paper direct marketing ca

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

paign was a one page letter, envelope, and $.37 stamp sent to approximately 350 people. We printed the letters and envelopes in our office and had two people assigned to follow-up. The first customer we earned from t

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

his campaign paid for this effort many times over.

We have a campaign underway at this time targeting the 100 largest school districts in the US. We're experiencing similar results.

And, in case you're wondering….Y

.

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

s, we've used the same technique in approaching F1000 senior executives and have enjoyed similar success.

Paper Direct Mail is Alive and Thriving In this emerging era of Internet use, paper direct m

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

il remains relevant and happily coexists with traditional websites and blogs - neither is an either or decision. All have an important use in sales and marketing, and paper direct mail remains relevant…it still works

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30879/diggit-Paper-Direct-Mail-Is-Alive-And-Thriving.html">Paper Direct Mail Is Alive And Thriving</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30879/diggit-Paper-Direct-Mail-Is-Alive-And-Thriving.html]Paper Direct Mail Is Alive And Thriving[/url]

Complaining Customers are actually a source of solid revenue and the best possible good will if you plan ahead for ways to keep them happy. The worst thing you could do is dismiss their concerns.

Owners of home-based businesses sometimes view marketing as an unnecessary expense, but nothing could be further from the truth. Because a home-based business doesn't have a storefront for passers-by to notice and no opportunity to generate walk-in business, home-based businesses need marketing more than other types of businesses, not less. Not marketing your home-based business will almost certainly doom it to failure. Here are ten ways you can advertise your home business on a budget.

Are MLM's the greatest opportunities in the world? What separates a successful MLMer from a failing one? Is the answer to success in this industry really just a simple mindset?

Tags

Links

Digg It - Paper Direct Mail Is Alive And Thriving

Related Articles: