Tags |
|
|
Links |
|
|
Digg It - Customer Newsletters: Are You Neglecting Yours?
Have I got News for You. . .
Just like your oldest jeans, your existing customers can be relied on to perform, but are they in need of a bit of love and attention? They’re your best source of business, so don’t let them down.
Tell me what you want
I recently survey
Just like your oldest jeans, your existing customers can be relied on to perform, but are they in need of a bit of love and attention? They’re your best source of business, so don’t let them down.
Tell me what you want
I recently survey
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
ed some newsletter readers, asking them to rate its content. Staff profiles and company news barely scraped into the top 40. What was the number one demand from these cynical readers? Special offers and new products.
What about what the company wants? It’s usually two things: to i
What about what the company wants? It’s usually two things: to i
; 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
prove the corporate image (strengthening loyalty), and to make more sales.
But it’s not impossible to combine all three goals.
Relationship Building
At its best a newsletter can be intimate, warm and friendly – like a phone call from an old friend. And with luck, this war
But it’s not impossible to combine all three goals.
Relationship Building
At its best a newsletter can be intimate, warm and friendly – like a phone call from an old friend. And with luck, this war
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
fuzzy feeling will send your customers straight to their wallets...
The award-winning smoothie company innocent sends out email newsletters that are just like a witty note from a good friend. The newsletter is a fabulous read, and brightens up rainy Monday mornings without pushin
The award-winning smoothie company innocent sends out email newsletters that are just like a witty note from a good friend. The newsletter is a fabulous read, and brightens up rainy Monday mornings without pushin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
any products.
Think of it as a first date. What are your reader’s interests? What will you talk about and what sort of person will you be? Chatty or formal? Humorous or technical? Casual or sophisticated? Old or young – or young-at-heart?
Think about how your brand is already pe
Think of it as a first date. What are your reader’s interests? What will you talk about and what sort of person will you be? Chatty or formal? Humorous or technical? Casual or sophisticated? Old or young – or young-at-heart?
Think about how your brand is already pe
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ceived and what sort of voice you should use to address your customers. If you’re not using a copywriter, is there somebody in-house who is the same age or level of expertise as your customers? Run it by them first.
Why not identify competitors who are already producing newsletter
Why not identify competitors who are already producing newsletter
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
and sign up to see how they’re pitched?
Humour is one of the best ways to get your customers on side. Don’t take yourself too seriously – this isn’t an advert or a press release. Start with the relationship-building, and work up to the selling later.
Basic News Writing
H
Humour is one of the best ways to get your customers on side. Don’t take yourself too seriously – this isn’t an advert or a press release. Start with the relationship-building, and work up to the selling later.
Basic News Writing
H
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
ere’s a crash course in writing news.
• The pyramid technique is used by journalists every day. The story is set up like a pyramid, with the most important message in the first line, and the detail gradually being introduced as people read.
• The first line must be simple and att
• The pyramid technique is used by journalists every day. The story is set up like a pyramid, with the most important message in the first line, and the detail gradually being introduced as people read.
• The first line must be simple and att
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ntion-grabbing. The pyramid technique involves picking out the key benefit and opening with it. In other words, instead of this:
Between April and July this year, Hodson’s Organics was reviewed by an independent panel of auditors, who reported that our apples were 50% cheaper than
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
supermarkets and vegetables were over 60% cheaper.
...This first sentence should read: Hodson’s vegetables are 60% cheaper than supermarket organics, according to a recent audit.
The next sentence will provide detail about the secondary findings, and the following sentence will
...This first sentence should read: Hodson’s vegetables are 60% cheaper than supermarket organics, according to a recent audit.
The next sentence will provide detail about the secondary findings, and the following sentence will
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
xplain the time period and the auditors’ role. Readers lose interest more quickly than you might think – so don’t tease them!
• Pop in some quotes
If there’s a human-interest angle to your story, that’s what you should lead with. After all, this is supposed to be an interesting n
• Pop in some quotes
If there’s a human-interest angle to your story, that’s what you should lead with. After all, this is supposed to be an interesting n
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
wsletter, not just a sales tool. Quotes and photos from key figures will brighten it up and give the story credibility – take a look at any newspaper to see this technique in use.
• Photos
You don’t have to hire a press photographer! Recently one company’s sales staff were headin
• Photos
You don’t have to hire a press photographer! Recently one company’s sales staff were headin
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
off for world trips. They were instructed to take some pictures of anything exciting they saw or did. When they got back there were tonnes of great stories and pics for the newsletter!
• Relevant subheadings
Help people to pick out the bits they want to read. This is vital in a
• Relevant subheadings
Help people to pick out the bits they want to read. This is vital in a
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
ewsletter – especially when readers are trying to skip over the adverts!
Adding Value in an Instant
Try:
• Staff articles or cartoons
• Web links for further information (Lastminute.com use this trick)
• Expert articles (look at Crocus)
• Celebrity endorsem
Adding Value in an Instant
Try:
• Staff articles or cartoons
• Web links for further information (Lastminute.com use this trick)
• Expert articles (look at Crocus)
• Celebrity endorsem
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
ents (see Figleaves)
• Competitions – even a small prize usually works (innocent smoothies
• Cut-out coupons
Tip-top Feature Ideas
Awards and reviews of the company or products
Gifts or recipes for special occasions (seasonal – if relevant)
Company fund
• Competitions – even a small prize usually works (innocent smoothies
• Cut-out coupons
Tip-top Feature Ideas
Awards and reviews of the company or products
Gifts or recipes for special occasions (seasonal – if relevant)
Company fund
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
aising (what did you do for Children in Need?!)
Staff news or profiles (but keep it short)
Product improvements
New products
Features on ‘the faces behind the products’ or where the products start life
Top sellers chart
Events (successes and future dat
Staff news or profiles (but keep it short)
Product improvements
New products
Features on ‘the faces behind the products’ or where the products start life
Top sellers chart
Events (successes and future dat
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)
Promotions & Special Offers
Competitions
Invitation for feedback
Feedback and responses
Tips on production
Layout
• 5-6 articles per A4 page keeps the reader awake. Keep words, sentences and paragraphs short.
Email Newsletters
• The list of recipi
Promotions & Special Offers
Competitions
Invitation for feedback
Feedback and responses
Tips on production
Layout
• 5-6 articles per A4 page keeps the reader awake. Keep words, sentences and paragraphs short.
Email Newsletters
• The list of recipi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
nts belongs in the ‘BCC’, not the ‘CC’ field. This way nobody sees anybody else’s address.
• Think carefully about what to put in the subject line. It shouldn’t be too long and it shouldn’t be something vague like ‘December Update’. I delete anything with a remotely odd subject-he
• Think carefully about what to put in the subject line. It shouldn’t be too long and it shouldn’t be something vague like ‘December Update’. I delete anything with a remotely odd subject-he
.
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
der these days, to avoid emails about sex toys and African widows…
• Link to the newsletter on your web page (Because lots of email servers will send a huge attachment straight back)
• Provide a functional link for unsubscribing. (Just make the newsletter dazzling enough to conv
• Link to the newsletter on your web page (Because lots of email servers will send a huge attachment straight back)
• Provide a functional link for unsubscribing. (Just make the newsletter dazzling enough to conv
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
nce them not to.)
Recipients
• Your own customer list is heaps better than buying in a list of names. Allow people to opt-out easily – and don’t send out the newsletter too often – you risk becoming a stalker-by-mail…
THIS ARTICLE FIRST APPEARED IN 'CATALOGUES TODAY', 200
Recipients
• Your own customer list is heaps better than buying in a list of names. Allow people to opt-out easily – and don’t send out the newsletter too often – you risk becoming a stalker-by-mail…
THIS ARTICLE FIRST APPEARED IN 'CATALOGUES TODAY', 200
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/63493/diggit-Customer-Newsletters-Are-You-Neglecting-Yours.html">Customer Newsletters: Are You Neglecting Yours?</a>
BB link (for phorums):
[url=http://www.diggit.org.ua/article/63493/diggit-Customer-Newsletters-Are-You-Neglecting-Yours.html]Customer Newsletters: Are You Neglecting Yours?[/url]
Related Articles:
Choosing The Best Call Center For Your Business
Does Your Sale's Presentation Have What It Takes?
Bookmark it:
|