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Digg It - Postcard Marketing Tips: Boost Response Rates with a Stronger Message
Postcards can be an effective and affordable part of your marketing program. So don't let a lack of writing experience stop you from using them. This article will give you the knowledge and confidence you need to write effect
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
ive messages for your marketing postcards.
Before You Begin Writing
Before you write a single word of your message, you need to figure out your audience and your goal. These are critical steps, because later you'
Before You Begin Writing
Before you write a single word of your message, you need to figure out your audience and your goal. These are critical steps, because later you'
; 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
ll be using words to bridge the gap between your audience and your goal.
Start with your audience. Make a list of the things that might be important to them. Then narrow it down to what you think is the most important elemen
Start with your audience. Make a list of the things that might be important to them. Then narrow it down to what you think is the most important elemen
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t. Use that item for your headline and all throughout your copy.
Professional Experience Not Required
Persuasive writing is more about human understanding than writing skill. The most successful copywriters didn'
Professional Experience Not Required
Persuasive writing is more about human understanding than writing skill. The most successful copywriters didn'
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t get to where they are by being literary wizards. They got there by understanding what motivates people, and being able to write to those emotions.
The most effective marketing copy uses clear, simple language and avoids co
The most effective marketing copy uses clear, simple language and avoids co
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
mplexity altogether. Complex language just gets in the way of emotion.
Pick up any Sharper Image catalog and see what I mean. These catalogs sell extremely well for three reasons. They have neat products. They have great pho
Pick up any Sharper Image catalog and see what I mean. These catalogs sell extremely well for three reasons. They have neat products. They have great pho
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
tos of those products. And they have straightforward descriptions that aim for the reader's emotions.
One Idea Per Postcard
You won't have a lot of space on your postcard, so don't spread your message too thin. O
One Idea Per Postcard
You won't have a lot of space on your postcard, so don't spread your message too thin. O
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
e fully developed topic is a hundred times better than five half-developed topics.
By focusing on one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could
By focusing on one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mention the primary benefits, give a testimonial or two, show some photos, make a strong offer and provide a call to action.
But you can't do all that while covering several topics. So save the multi-topic approach for your
But you can't do all that while covering several topics. So save the multi-topic approach for your
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
brochures and website.
People request brochures, but they don't request postcards. For that reason, they give postcards a lot less attention. A quick glance may be all you get. So keep your postcard focused and to the point
People request brochures, but they don't request postcards. For that reason, they give postcards a lot less attention. A quick glance may be all you get. So keep your postcard focused and to the point
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
-- one idea per postcard.
Use Strong, Clear Headlines
Headlines can make or break a marketing postcard, depending on how they're used. Remember, you want to capture your prospects' attention based on their initi
Use Strong, Clear Headlines
Headlines can make or break a marketing postcard, depending on how they're used. Remember, you want to capture your prospects' attention based on their initi
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
al glance. A glance is all you get, so don't waste it. Tell them right away what you're offering and what it can do for them.
Sell the Next Step
Before you can begin writing your postcard message, you need to fig
Sell the Next Step
Before you can begin writing your postcard message, you need to fig
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
ure out the next step in your sales process. If your goal is to convince the reader that your product or service is superior to all others in its class, your postcard will probably come up short. That's a lot to ask of an 8"
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
x 5" piece of card stock.
People will learn about the quality of your product or service by experiencing it firsthand. They won't learn it (or believe it) from a single postcard.
There is a sales path to be followed, and th
People will learn about the quality of your product or service by experiencing it firsthand. They won't learn it (or believe it) from a single postcard.
There is a sales path to be followed, and th
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
marketing postcard is the first (or sometimes second) step along that path. That's the job it should perform -- moving the reader forward in the sales process.
For example:
* If you're selling software, the postcard could
For example:
* If you're selling software, the postcard could
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
point to a free 30-day trial available on a web page somewhere.
* If you're selling your real estate services, the postcard could mention a free report about area schools.
* If you're in the financial services industry, you
* If you're selling your real estate services, the postcard could mention a free report about area schools.
* If you're in the financial services industry, you
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
could use postcards to invite people to a money-saving seminar.
Write Naturally
When creating your postcard marketing message, try to write in a natural tone that reflects the way you speak. That doesn't mean yo
Write Naturally
When creating your postcard marketing message, try to write in a natural tone that reflects the way you speak. That doesn't mean yo
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ur message should be full of slang, but that it should sound like one person talking to another (not like a professor lecturing a class).
Test, Rewrite, and Test Again
Eugene Schwartz, the author of Breakthrough
Test, Rewrite, and Test Again
Eugene Schwartz, the author of Breakthrough
.
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
Advertising, said it best: "There are no answers in direct mail except test answers." Following the best practices of postcard marketing will put you on a base level of success. But to rise above that level, you have to test
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
every aspect of your postcards - and that includes the message.
** You may republish this article on your website as long as the byline, author's note and hyperlink are left intact. Please include the article in its entirety
** You may republish this article on your website as long as the byline, author's note and hyperlink are left intact. Please include the article in its entirety
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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