Know-How Exchange : Strategy

I would definately use direct mail. Depending on your budget you can start with testing a postcard. If you are able to, a direct mail package will most likely pull better with an envelope teaser, sales letter, buck slip, and reply card.

If you can set up a website about the product that will help since then you can refer them there to learn more about it.

I would test email too, but I think direct mail will be more effective for your initial interest generation and then capture their email via your website for future email updates/newsletter marketing.

We do have a website already up and running. I like the idea of directing them to the website and trying to get their email address for future updates, even if they don't purchase the product initially.

Are you using independent medical reps?

Networking with back-office providers (paying for leads) is another option. Not sure of your margins, but you could provide a free software update/application in exchange for the email address.

The point is that someone knows these people and has inside access.

Michael

The cream is not prescription, but it includes a new discovery that blocks the effects of glycation, which ages skin. It was introduced in the physician market first and we're concerned whether we can market direct to consumers, without jeopardizing the physician market. It seems physicians want products that are only available through them and are less interested if consumers can buy the products directly. Does anyone have experience trying to market the same product direct to consumers, while also marketing to physicians?

We are not using independent medical reps? How does that work? What are examples of back office-providers?

it is a common practice for people who market to physicians to provide free stuff. (The next time you go to a doctor's office, notice all the advertising specialties)

Also, everyone tries to go around the front desk staff, but you need their cooperation to speak to the doctor.

So what can you give away? How about hand cream? If I were selling this product, I would identify my biggest prospects within driving distance. I would not try to talk to the doctors. I would try to find a friendly person in the front office, and I would give her the hand cream. If she likes it, she will tell the other office workers, and the doctor will start asking questions.

Certainly this is an expensive way to market. But this will help you get some referrals and recommendations from large firms, this will help you make friends in the industry, and this will help you learn more about marketing to doctors.

Good luck

Having just run a marketing campaign to physicians for a medical billing company, I found that direct mail just didn't produce the results. I took the next step and went door to door. Depending on where you are based or if you have a team of medical rep's this isn't too difficult as most major practices are based in a hospital environment. Having used this course, I am just about to close on our 3rd large client; all 3 clients had been included in the original direct mail campaign and it appears all 3 had filed it in the garbage!
Good Luck.

Dear Schwart,

You asked "Is direct mail and/or emails effective?" To which my answer is: does a bear poop in the woods? Yes, direct mail is certainly a way to go.

But first you must decide the purpose of your mailing (or your e-mailing—and if you already have a list, I'd target both e-mail and direct mail).

Is it to drive traffic to a website? Are you looking to sell B2B or B2C? Do you want to set up in-practice, clinical trials? Are you hoping to arrange face-to-face appointments? Are you looking at inviting dermatologists and plastic surgeons to an event where they can meet actual patients and see the effects of your skin cream for themselves?

You also need to figure out what you’ll send a letter? A postcard? An e-mail with links to a video squeeze page with before and after images? Or will you make your piece into an event? To gain attention your message must clamber to the top of the mail pile in some way. You could do this with lumpy mail (3D).

If you go for a letter, the envelope MUST communicate a benefit, it must ask a leading question, or attract attention in some way or other, otherwise, it could be overlooked or simply filed in the trash!

You need to be carrying on the conversations already going on in the heads of the people you're writing to, and you also need to lead with a strong headline on the outside of the envelope and at the beginnig of your letter, you need a time limited offer (a reason for them to respond), strong testimonials with names of doctors and before and after pictures that include a time span, and copy that communciates clear, significant benefits.

There’s debate about copy length, which in my opinion is mostly crap. If readers are interested, they read. If they're not interested they won't read: it doesn't matter what you're selling, there's no use in knocking when there's no one at home.

When you read a novel, you read because the story is compelling.

In direct mail, if the headline, introduction, subheads, photos and photo captions all pull together and reinforce the point of the offer and if the validity of your product’s results, and if they also uphold the strength of your offer and its call to action by all speaking to the recipient about something that impacts the recipient—something that helps them solve a problem—long copy kicks serious bottom.

But one mailing isn't enough. Strike two or three times and then follow up with postcards and phone calls. Each connected, but each just a little different. Tell a story and people will want to know more. But if your story is about real people, make sure you get sign offs and approvals before you mail anything.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

I think direct mail and emails are effective. Even though the receivers don't purchase the product initially, maybe sooner or later they will have such need and will come to you. They are your potential clients.

The company has been at trade shows for the past 2 years, and has tried a few ads in trade journals. They sent a postcard mailing once and tried some banner advertising. The trade show brings in customers, although they haven't analyzed the cost of getting those customers. Email, banner advertising, and the trade ad were very ineffective. Besides the trade shows, the postcard had the most success. I agree, we need to construct a plan that works together: direct mail, increased pr, product reviews, trade shows, and looking into partnering opportunities. Just doing some quick analysis, with a targeted direct mail piece and a 1% response rate, the mailing is still cost effective.

I agree. I think we'll do a direct mail test direct to consumers. We'll have to test out different pricing, since I don't think consumers will pay what we're getting in the doctor's office. But then again, we'll have higher margins to work with if we sell direct to consumers.