The most powerful four letter word in the English language is the word "FREE" in the direct marketing of medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing.
Axiron, a testosterone boosting gel manufactured by Eli Lilly, has been offering a FREE 30 day trial of their product (which I recently took advantage of). I loved the product had great results and wanted to get another prescription.
When I originally opted in to get the FREE 30 day trial I gave Lilly all the information they needed to begin a relationship with me. Here's where this story gets interesting and is worthy of your attention...
THEY HAD ALL MY INFORMATION AND NEVER CONTACTED ME!!!
Did you hear me? They never called, never emailed me, never sent me snail mail, NEVER!
When I found out that the product was $300 a month I searched on line to call Lilly direct and ask how to get my insurance company to co pay and they didn't know how to go about it. They did say they'd send me a co pay card which was nice. To their credit their inbound telemarketing wasn't bad, (it wasn't great either). I'd give them a five, on a scale of one to ten. My products have received over four million inbound calls in the U.S. alone so I know a little about inbound calls and the manner in which they should be handled.
Of course it was absolutely inept that they didn't send me a co pay card and welcome letter when the pharmacist went on line to validate the free trial voucher; they could have also sent a catalog of products they make and even coupons (they do make Cialis, pretty synergistic with Axiron, isn't it). A multi-billion dollar company and the marketing manager is asleep at the wheel.
I'd guarantee Lilly a 300 percent increase in conversion from the FREE TRIAL to long term customer within 180 days if I were handling the marketing of this product. They are doing some things right in this campaign but of course so are the New York Jets and Lilly is in their category when it comes to the optimal marketing of Axiron.
This is today's lesson: if you get a trial usage relationship initiated or make a sale you are myopic if you don't try to begin an on going relationship.
Of course, I have also had a couple of medical devices prescribed and I never heard from either company EVER!
I preach this but it can't be said enough, the easiest prospect to pitch is the one that you have already sold.
What other products can you sell to your prospects or customers in the direct marketing of medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing that could be synergistic with their inquiry or purchases?
Can you upsell your customers to a newer, more improved version of your product?
Remember this you won't know which products or services will be enthusiastically received until you test your prospect or customers list. So start testing!
Consider building a relationship with your prospects and customers that puts you in a favorable light and have a great holiday season.
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written by Brad Richdale
copyright 2012 all rights reserved
Direct Marketing Medical Devices by "Brad Richdale" ®
