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Digg It - Nine No-no's of a Direct Mail Letter
It began as another meeting with a potential client. She started writing eight years ago for the company and today holds three administrative positions as well as being the chief copywri
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
ter and editor.
I displayed some writing samples and she loved them.
Then I got a chance to look at a direct mail campaign they were sending to their database. It consisted of sample p
I displayed some writing samples and she loved them.
Then I got a chance to look at a direct mail campaign they were sending to their database. It consisted of sample p
; 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
st cards, invitation cards, four-color flyers, door hangers, and a bulletin leaflet all stuffed inside an attractive 9" x 12" graphic-intense envelope. And there was a single page cover
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
etter: which was the weak link.
Why is that? Because it was lacking so many important elements of a killer direct response letter.
Your letter must be the strong link in your direct ma
Why is that? Because it was lacking so many important elements of a killer direct response letter.
Your letter must be the strong link in your direct ma
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
l campaign. It has the power to double, triple, or quadruple sales for the same postage. It has the ability to paint compelling pictures and persuade your reader to take action. Nothing
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
else in your campaign can match your letter's power to convert prospects into customers.
Let's make your letters produce more money. Let's take a critical look at that company's cover l
Let's make your letters produce more money. Let's take a critical look at that company's cover l
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
tter:
1) No headline - just a company logo and a mission statement in reverse text on company letterhead. And nothing else.
You must write a "grab 'em by the throat" headline in all of
1) No headline - just a company logo and a mission statement in reverse text on company letterhead. And nothing else.
You must write a "grab 'em by the throat" headline in all of
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
your marketing campaigns. It's the ad for your letter. It works similar to a first impression. Its job is to compel people to read the next line. It has to scream, "Hey, buddy! This is i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
portant. It's for you. Read on."
2) A plural salutation. Never write, "Dear Friends... Dear Partners... or Dear Members." It screams of a mass mailing and not a personal letter. And you
2) A plural salutation. Never write, "Dear Friends... Dear Partners... or Dear Members." It screams of a mass mailing and not a personal letter. And you
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
know where those type of letters end up?
3) No benefits. The copy was laced with features which spoke about the company and their products. How important they were. But not even a hint
3) No benefits. The copy was laced with features which spoke about the company and their products. How important they were. But not even a hint
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
about what the prospect was going to get.
4) and 5) No offer or any sense of urgency. The letter stated the products they were selling. Take it or leave it. Not very exciting or would m
4) and 5) No offer or any sense of urgency. The letter stated the products they were selling. Take it or leave it. Not very exciting or would m
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
tivate people to buy.
Even if she had written:
"Sale! Take 15% off your grand total if you order within the next 10 days" ...she would have created an offer with some urgency.
6) No c
Even if she had written:
"Sale! Take 15% off your grand total if you order within the next 10 days" ...she would have created an offer with some urgency.
6) No c
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
ll to action. Most people aren't thinkers. They have a herd mentality. And they need to be led. Really.
If you believe people will automatically call you and give you their credit card
If you believe people will automatically call you and give you their credit card
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
number just because they read your letter - you are sadly mistaken. You must lead them by the hand into each step of the ordering process. This erases any doubts of what to do next.
7)
7)
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 guarantee. This is a major reason many companies are losing sales.
This direct mail company has a 30-day return policy for their standard products, but none for their custom print job
This direct mail company has a 30-day return policy for their standard products, but none for their custom print job
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
. (Except in cases of a printing or production error.) Nevertheless, anything that reduces risk should be mentioned anyway to ease prospects' fears and anxieties.
8) No premium. Since a
8) No premium. Since a
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
good portion of their database for this campaign is usually strapped for cash—a gift can mean the difference between making a sale or hearing silence.
9) No post script. The P.S. is an
9) No post script. The P.S. is an
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
excellent place to restate the benefits, tease them with a surprise premium, or paint the picture of deeper benefits not previously mentioned.
In short, it was a boring cover letter lac
In short, it was a boring cover letter lac
.
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
ing any punch. There wasn't anything that would excite a prospect to act. Can you imagine how much money they're losing?
But you don't have to follow their example. You don't have to ma
But you don't have to follow their example. You don't have to ma
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
e the same mistakes. Because you now know some of the killer secrets of a succesful direct mail letter.
Use these tips today to strengthen your letter and watch your response rates soar
Use these tips today to strengthen your letter and watch your response rates soar
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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