tag:blogger.com,1999:blog-59840001129335648412024-03-08T11:37:26.920-06:00Direct Marketing Medical Devices by "Brad Richdale"® Direct Marketing Medical Devices by "Brad Richdale" ® Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comBlogger23125tag:blogger.com,1999:blog-5984000112933564841.post-37769781125031698902018-08-11T08:52:00.002-05:002020-03-19T09:40:27.746-05:00Even So-Called Experts Guarantee Failure for Lilly, Prizer and Roche in Marketing Campaigns On The Internet<br />
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<span style="color: black; font-size: 13.5pt;">The other day I was speaking with direct marketing expert Perry
Marshall. <o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">One of the points that I brought up in our conversation is the
lack of video on the Internet. Most savvy people in direct marketing on
the Internet know that the use of <b><i><u>effectively constructed</u> </i></b>video
will increase sales dramatically. That's a fact not conjecture.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">I asked Perry, <i>"why
do you think few internet marketers are using video?"</i> He
felt that there are a couple of reasons, one, a lack of what to do to make a
compelling video, and lack of equipment. I suggested that he start using
more video to appeal to the type A, ADHD, Entrepreneur. For $10,000 you
can create excellent movie quality work and <b><i><u>you own the equipment</u></i></b> and
can keep producing great work without using an <a href="https://networthpost.org/net-worth/brad-richdale-net-worth/">outside</a> company. Heck you
can even scale down and get a great in office studio with all the software,
high powered computer to render video and a great camera for under $5,000.
When you own your equipment and feel like shooting you shoot, period.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">The more you are in front of
camera the more you grasp how to work with the <a href="https://plus.google.com/u/0/115335175579907443340">camera</a>. The
more you step in front of the camera the more confident you get. It's like
learning how to ride a bike you will need <a href="https://plus.google.com/115728478221054227511">training</a> wheels--it's
a process. <o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">Even if you don't have the
equipment you can shoot several high quality pieces at some small studios or
rent the equipment for $500 or less. You could probably shoot three or
four videos for under $500, and edit them to your liking (as long as you shoot
those videos consecutively during the same filming session).<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">I also <a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">suggest</a> you
get a teleprompter and work on your pitch to make it the best you can.
You can buy teleprompters that work with I Pads for less than $150.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">To educate yourself tape hours
of <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">TV</a> commercials
and look for commercials that compel you to act urgently. Few commercials
invoke <b><i><u>urgent action</u>.</i></b> They are a waste of
time and money. When you get a hand full of great commercials story board
those commercials and study the structure of the argument. Granted, instead of
sixty seconds (shortest format that is successful on TV) on TV you can have a
three or <a href="http://www.trademarkia.com/brad-richdale-78866290.html">four</a> minute,
(and much longer video on line) <i>as long as it's compelling and holds
the viewer</i>.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;"><a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">Most</a> of
the videos I see on line are really dysfunctional and don't have any real
format to them. A lot of people disclose that they just want to increase
awareness with video. If that's you you're missing the point. The purpose
should be to make the sales process consistently perfect with video. Next
to in person, or over the phone sales there is nothing like video for driving
sales on line. It's a lot easier to watch TV then it is to read.
Keeping this in mind is important in order to achieve direct response
marketing, direct marketing or DRTV success.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">Start watching commercials more
intently than regular <a href="https://www.thefreelibrary.com/Self-Made+Multi-Millionaire,+Direct+Marketing+Expert+Brad+Richdale...-a019582605">programming</a> when
you are watching TV and start studying the structure of the copy, the call to
action, the guarantee that is used, and most of all the claims.<o:p></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;"><o:p>This is critical in direct to consumer drug marketing, and direct to consumer medical marketing.</o:p></span></div>
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<span style="color: black; font-size: 13.5pt;"><o:p><br /></o:p></span></div>
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<span style="color: black; font-size: 13.5pt;">
written
by Brad
Richdale<o:p></o:p></span></div>
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-969360033466689332017-02-11T12:48:00.001-06:002020-03-19T09:40:48.120-05:00Increase Your Sales By 200, 400 even 800 percent In 12 MONTHS-- Direct To Consumer Medical Device MarketingI'm 59 and the reason I'm continually documenting what I know to be fact is because I've helped millions of entrepreneurs globally and want to help more. <br />
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I'd like to see thousands of people in the <b><u>medical devic9 industry</u></b> know what I <a href="http://bradrichdalewikipedia.blogspot.com/">know</a>. <br />
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Here we go for today....<br />
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When you have a<b><i> prospect audience</i></b> (<u>prospects are garnered from suspects that you speak to after using direct response avenues and then narrow down the suspects to prospects as they respond</u>) you now have to make them customers<b><i>.</i></b><br />
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Let's say you <a href="http://bradrichdaletvandfilmreviews.blogspot.com/">know</a> that folks who buy from you are doing so for <u><b>THREE VERY</b></u> specific <a href="https://www.crowdfunder.com/u/58806">reasons</a>. Knowing this will take some outbound telemarketing; you should contact at least 100 recent customers and ask them why they bought? <u>They will tell you</u>. If possible make the calls yourself (even if you are the CEO), you will be fascinated about how much your customers have to say. <a href="http://www.imdb.com/name/nm3934437/">Simply</a> ask them "<i>why did you buy our product</i>?"<br />
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<a href="https://www.youtube.com/watch?v=z2rAK_78mv0">Do</a> the same <a href="http://www.barnesandnoble.com/s/%22Brad%20Richdale%22?Ntk=P_key_Contributor_List&Ns=P_Sales_Rank&Ntx=mode+matchall">thing</a> with your new prospects. <a href="http://www.ebay.com/itm/Advanced-Direct-Marketing-Tips-Tricks-Techniques-with-Brad-Richdale-/371131296229">Here's</a> a great <a href="http://www.abebooks.com/book-search/isbn/1559274417/">question</a> to ask current prospects, "<i>why did you call or respond for more information</i>?" They'll tell you--those are your hot buttons and you will find <a href="http://www.abebooks.com/book-search/isbn/1559274417/">the</a> same hot buttons that prospects have are the same as your <a href="https://www.youtube.com/watch?v=z2rAK_78mv0">current</a> customers. They <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">might</a> have a different sequence <a href="https://trademarks.justia.com/788/66/brad-78866290.html">to</a> their number one, number two, or number three reasons as to why they responded to <a href="http://www.manta.com/c/mw7qyfn/brad-richdale-productions">your</a> lead generation, <a href="http://www.imdb.com/name/nm3934437/">but</a> it will <a href="https://www.sec.gov/Archives/edgar/data/1104332/000095014400008876/ex10-15.txt">probably</a> be the <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">same</a> sequence of <a href="https://trademarks.justia.com/788/66/brad-78866290.html">hot</a> buttons that <a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">your</a> customers <a href="http://geekcast.fm/archives/double-business-profits-brad-richdale-internet-marketing-pro/">have</a>.<br />
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<a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">Then</a> you stress by order of the prospects <a href="https://www.youtube.com/watch?v=vPcManWm-9U">hot</a> buttons why they need to buy today. This is how you specifically <a href="http://bradrichdalewikipedia.blogspot.com/">move</a> a prospect to customer. <b><u>YOU SELL THEM WHAT THEY WANT TO BUY</u>!</b><br />
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I see <a href="http://www.globalphoton.com/our-technology/">the</a> <a href="http://www.classmates.com/people/Brad-Richdale/8724915455">Medical</a> Device <a href="http://www.amazon.in/Books-Brad-Richdale/s?ie=UTF8&page=1&rh=n%3A976389031%2Cp_27%3ABrad%20Richdale">industry</a> <i>GOING <a href="http://www.amazon.in/Books-Brad-Richdale/s?ie=UTF8&page=1&rh=n%3A976389031%2Cp_27%3ABrad%20Richdale">TO</a> THE MOON</i><b style="font-style: italic;"> </b>because rich <a href="https://www.facebook.com/public/Brad-Richdale">people</a> are going to take care of themselves with Obama Care in place. I could see $15,000-50,000 worth of medical devices in a person's home who's making over $1,000,000 a year within <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">5</a> years <i>if <a href="http://www.trademarkia.com/lazarus-86536510.html">medical</a> device <a href="http://bradrichdalewikipedia.blogspot.com/">companies</a></i> <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">learn</a> how <a href="http://www.prnewswire.com/news-releases/ceo-brad-richdale-announces-olympian-rowdy-gaines-to-photeticas-board-of-directors-300037727.html">to</a> get prospects <a href="https://soundcloud.com/tags/brad%20richdale">and</a> then <a href="https://www.facebook.com/public/Brad-Richdale">convert</a> them to customers.<br />
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<a href="https://www.youtube.com/watch?v=qW33q2QyX_0">If</a> the medical <a href="https://angel.co/bradford-richdale">device</a> companies ignore <u>hot buttons</u> as described <a href="http://bradrichdalewikipedia.blogspot.com/2014/10/news-for-reese-witherspoon-brian-grazer.html">herein</a> then <a href="https://www.youtube.com/watch?v=z2rAK_78mv0">I'll</a> be wrong, (<a href="https://www.sec.gov/Archives/edgar/data/1104332/000095014400008876/ex10-15.txt">but</a> I doubt it). <a href="http://bradrichdalewikipedia.blogspot.com/2014/10/news-for-reese-witherspoon-brian-grazer.html">Direct</a> Marketing is the path to prosperity in <i><u>medical device sales</u></i>.<br />
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This also <a href="https://soundcloud.com/tags/brad%20richdale">appears</a> at Direct to <a href="http://web.stanford.edu/~pzhuang/cgi-bin/web.py/auctionbase.py/bidinfo?item=1497579087">consumer</a> <a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">medical</a> device <a href="https://www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8">marketing</a>.<br />
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written by <a href="https://en.wikipedia.org/wiki/Spruce_Creek_High_School">Brad</a> Richdale<br />
copyright 2017<br />
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This story also appears at <a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html</a><br />
<b></b><i></i><u></u><sub></sub><sup></sup><strike></strike><br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-42525677106565797652014-12-26T08:22:00.002-06:002018-01-16T20:50:47.957-06:00How To Use Text Message Marketing to Instantly Super Charge Press Release Response For Medical Device Companies!Here's a technique I've used to get free coverage by ABC and now the calls are coming in consistently for other networks and syndicated shows. It works for the direct marketing medical devices, direct consumer medical marketing and the direct to consumer medical device marketing.<br />
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Stop living inside the medical device box of spending a fortune at medical shows and start becoming an innovative direct marketer. <a href="http://www.25minutehair.com/">You'll</a> spend far less and have more fun.<br />
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Here's the story that's getting shared on Twitter.<br />
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<a href="http://bradrichdalebusiness.blogspot.com/2014/12/news-for-facebook-cbs-nbc-fox-or-abc.html">http://bradrichdalebusiness.blogspot.com/2014/12/news-for-facebook-cbs-nbc-fox-or-abc.html</a><br />
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written by Brad Richdale AuthorBrad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-79110910825873670772014-07-20T18:32:00.001-05:002017-06-22T17:03:59.326-05:00Master the 80/20 Rule and You Will Master The Medical Device, Direct To Consumer Medical Marketing And Direct To Consumer Drug Marketing by "Brad Richdale"The great thing <a href="http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=47286685">about</a> getting older is you begin to see trends that are true and consistent no <a href="http://www.zoominfo.com/p/Brad-Richdale/81523359">matter</a> what <a href="http://online.wsj.com/article/PR-CO-20130607-907803.html">the</a> economy or what's <a href="http://cdeckard.com/how-to-double-your-business-profits-with-brad-richdale-internet-marketing-pro/">going</a> on in Geo-politics.<br />
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One thing that has <a href="https://www.youtube.com/watch?v=tCV_tmjYdNk">always</a> held true <a href="http://www.paperbackswap.com/Creating-Wealth-Step-Brad-Richdale/book/1559274417/">in</a> my life is the 80/20<a href="http://www.imdb.com/name/nm3934437/news"> rule</a>.<br />
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Here's my friend and direct <a href="http://www.intelius.com/people/Brad-Richdale/06ryap9cx6y">marketer</a> extraordinaire, <a href="http://bradrichdalewikipedia.blogspot.com/2014/12/news-for-pr-newswire-how-to-write-press.html">Perry</a> Marshall in a five <a href="http://vimeo.com/user20742640">minute</a> talk about <a href="https://www.facebook.com/pages/Brad-Richdale-Productions/143318899075053">the</a> 80/20 rule.<br />
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Whether you are direct to consumer drug marketing, direct <a href="http://bradrichdalewikipedia.blogspot.com/2014/12/news-for-jeff-foxworthy-frank-caliente.html">marketing</a> medical devices, direct <a href="http://books.google.com/books?id=dchdXPyIjDgC&pg=PA252&lpg=PA252&dq=brad+richdale+business&source=bl&ots=UEr2S4ETHm&sig=a4afpVQX4bj0CGSH0R7lY3V8jOk&hl=en&sa=X&ei=IcP1U_WpAaja8AHQz4H4Ag&ved=0CCIQ6AEwATgU#v=onepage&q=brad%20richdale%20business&f=false">to</a> consumer medical marketing, selling direct drugs direct to consumer, direct to consumer medical device marketing, or running, Pfizer (NYSE:PFE), Lilly (LLY:NYSE) or ABBVIE (NYSE:ABBV), Abbott (NYSE:ABT) or Amgen (NASDAQ:AMGN) you need to always be cognizant that the greatest enemy a CEO and leadership faces is being bogged down in the mud on stuff you need to <a href="http://www.marcummedia.com/book.html">do</a> delegate. The very definition of the 80/20 rule.<br />
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<a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">When</a> you delegate remember that people can lie about the numbers but the numbers never lie. To get what you expect, inspect...always!<br />
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Get your marketing department to subscribe to www.perrymarhshall.com you will learn more about the details of marketing successfully on Google NASDAQ:GOOG), Google Display Network and FACEBOOK (NASDAQ: FB) and on line. <br />
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written by Brad Richdale Author<br />
copyright 2014 All Rights Reserved<br />
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<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/Kcmlag2OmM0" width="560"></iframe><br />
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This story is also transcribed at <a href="http://www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8">www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8</a>Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-52189350550778692982013-07-13T16:05:00.003-05:002014-10-20T08:56:23.639-05:00Here's a Great Model For a Direct Response Sales Letter For Direct To Consumer Medical MarketingIf you are looking for a great direct response sales letter simply go to <a href="http://www.successwithsanity.com/">www.successwithsanity.com</a>.<br />
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This letter describes and proves the problem, the solution and also makes a juicy, better than risk free offer to the reader with great urgency.<br />
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It's a great model for a direct response sales letter from my friend Joe Polish. It can be used in the business of direct marketing medical devices, direct to consumer medical marketing and direct to consumer medical device marketing.<br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-90148393559481610082013-01-09T11:02:00.000-06:002017-05-21T07:43:53.577-05:00For Eli Lilly's (NYSE:LLY) Axiron Ad Campaign: How To Increase Profitability By 300% to 800% It's not hard to increase the <a href="http://vimeo.com/74249762">profitability</a> by 300% to 800% for Eli Lilly's (ELY:NYSE)<i> Axiron</i> testosterone product within the next 60 days.<br />
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Let me dissect the campaign and then <a href="http://www.thefreelibrary.com/Self-Made+Multi-Millionaire,+Direct+Marketing+Expert+Brad+Richdale...-a019582605">show</a> you precisely, step by <a href="http://www.manta.com/c/mw7qyfn/brad-richdale-productions">step</a> how to do so.<br />
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<u><b>Let's begin with TV</b></u>. The current 60 second TV ad is what I term a half pregnant direct response TV (DRTV) commercial. They have a web address and a dedicated vanity phone number up for less than <a href="http://www.barnesandnoble.com/c/brad-richdale">five</a> seconds at the end of their commercial they also flash a graphic to go to another ad in a magazine. <a href="http://bradrichdaletvandfilmreviews.blogspot.com/2014/08/get-on-up-with-james-brownchad-boseman.html">Giving </a>people three different options to respond is useless they simply get confused. The consumer has to be led and told precisely what to do with a specific dedicated phone number for each station that airs the TV commercial to determine each station's cost effectiveness. The web address <a href="http://bradrichdale.blogspot.com/2017/05/the-new-igrow-hair-re-growth.html">should</a> not be up at all. <a href="http://www.imdb.com/name/nm3934437/">If</a> someone wants to search for <i>Axiron</i> after the TV ad they'll find the website. <br />
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The 800 number should be up for at least 15 seconds and the commercial should come to a close at 48 seconds with a motionless tag screen and only one option for response (a dedicated 800 phone number used only on the station where the commercial airs to mathematically determine cost efficiencies by station and airings). The 800 number should be mentioned at <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">least</a> twice. This can be done artistically to bolster and enhance Lilly's corporate image.<br />
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I'd re-write the commercial and re-shoot it with a statement of why the low testosterone problem exists. <u><b>These changes would at a minimum triple response and profitability on TV.</b></u><br />
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<b><u>By making these changes Lilly (<i>Axiron</i>) would also pay 75% less for direct response TV ad rates.</u></b> Eli Lilly's current agency would hate this because their billings would go down while efficiency goes up. The more they bill the more they make.<br />
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The calls would be best sent to either Live Ops or West Interactive, I'd use both and split test for call efficiency. West Interactive would allow Lilly to take huge call spikes of 20,000 calls without blocked calls. Live Ops could give the callers a better first time call relationship since the calls would be taken by live operators rather than a computer. <br />
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I'd immediately send the respondents, (Lilly's prospects), a four color postcard re-selling them on the product and a coupon to be redeemed after their Doctor writes their prescription. I'd tell them step by step what to do to get Axiron on the FREE trial and then how to become a <a href="http://www.ripoffreport.com/r/Technology-Kitchen/Austin-78759/Technology-Kitchen-Theft-By-Deception-Austin-Texas-1320409">customer </a>with their insurance approving them for the co-pay.<br />
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The website would of course also have a printable coupon so the <a href="https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA">prospect</a> doesn't have to wait for the direct mail. In the direct mail postcard I'd list a toll free help line for questions on getting their co-pay approved and also how to get the co-pay card on both the direct mail piece and the website.<br />
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On the <i>Axiron</i> website I'd have a way to add content to increase the relevance of the website under a variety of keywords, this would keep the pay per click pricing down and dramatically increase on line sales.<br />
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I've seen the <i>Axiron</i> ads on line and they're O.K. but they keep running the same ad which means they are not testing the components within the ad and their headlines. <a href="http://cashadvanceservices.ipq.co/get.do,overnight-payday-loan-lenders,206,brad-richdale-secrets-to-making-money-now-">Testing </a>on line would yield at a minimum increase of response of 300%. The control ad (winner versus other ads tested) can then be used in print.<br />
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These changes could all occur along with testing within 60 days and totally change the profitability and response rate and conversion to customers for Lilly's <i>Axiron </i>by a <a href="http://www.ebay.com/itm/Advanced-Direct-Marketing-Tips-Tricks-Techniques-with-Brad-Richdale-/371131296229">minimum</a> of 300%.<br />
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written by Brad Richdale<br />
copyright 2013 all rights reserved<br />
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Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-5571928565938009742013-01-08T17:44:00.001-06:002020-06-05T06:59:36.748-05:00Eli Lilly's (ELY:NYSE) Axiron Campaign Has Morphed Into A Customer Service NightmareOne of the basic tenants of direct response <a href="https://en.wikipedia.org/wiki/Spruce_Creek_High_School">marketing</a> is to ship what a customer orders the moment they order it. <a href="https://trademarks.justia.com/owners/brad-richdale-1795180/">This</a> requires that you have enough inventory on hand to do so. Sounds simple doesn't it? It isn't.<br />
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I've had to suspend all media <a href="http://www.ebay.com/itm/Advanced-Direct-Marketing-Tips-Tricks-Techniques-with-Brad-Richdale-/371131296229">because</a> sales were so strong <a href="http://cdeckard.com/how-to-double-your-business-profits-with-brad-richdale-internet-marketing-pro/">manufacturing</a> couldn't keep <a href="http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=47286685">up</a>. When a <a href="http://www.youtube.com/watch?v=xNkNLbDzhQk">novice</a> hears that you can't make your product fast enough they always say, "that's a nice <a href="http://bradrichdalewikipedia.blogspot.com/2014/10/news-for-reese-witherspoon-brian-grazer.html">problem</a> to have." Trust me, it's a nightmare. Eli Lilly customers are in that nightmare right now and their outsourced inbound call center is suffering along with their new brand <i>Axiron</i>. I waited in cue for 14 minutes yesterday, curious if they ever fixed their problem of printing co-pay cards. I want to stress that we aren't making stuff in China and waiting for the boat to hit Long Beach, no in the case of <i><a href="https://www.youtube.com/watch?v=z2rAK_78mv0">Axiron</a></i> someone in the chain of <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">command</a> couldn't get co-pay cards printed in time for all shipments of co-pay cards (probably after 12/26/12) with the new expiration date of December 30, 2013. This is one of the worst things you can do in a product launch and it's <a href="http://www.classmates.com/people/Brad-Richdale/8724915455">probably</a> good news for Pfizer's <i>Andro Gel</i>. <br />
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When the operator answered after 14 minutes in <a href="https://www.abebooks.com/book-search/author/brad-richdale/">cue</a> I could hear the frustration in her voice. I was sympathetic and then confirmed after a few questions (asked with empathy) how bad the problem was. She told me and it was a text book disaster. Pissed off customers are calling and it's hurting the campaign.<br />
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<i>Axiron</i> has done a lot of things <a href="http://www.trademarkia.com/brad-richdale-78866290.html">well</a> in this launch but failed at the <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">most</a> important thing, they <a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">have</a> proven an inability to convert the FREE trial customer <a href="http://www.globalphoton.com/">into</a> a permanent customer simply because <a href="https://www.youtube.com/watch?v=vPcManWm-9U">they</a> couldn't print up some <a href="https://twitter.com/BradRichdale/status/818589753197072386">plastic</a> co pay cards that <a href="http://www.prnewswire.com/news-releases/ceo-brad-richdale-announces-olympian-rowdy-gaines-to-photeticas-board-of-directors-300037727.html">they</a> knew were expiring on 12/31/12. They have known about this for months and it will probably and rightfully so, end with a few people getting fired. This is such a simple mistake that it's <a href="http://www.ebay.com/itm/BRAD-RICHDALE-SECRETS-TO-MAKING-MONEY-NOW-DIRECT-MARKETING-CASSETTE-SERIES-NEW-/122077994331">no</a> longer funny, it's <u>pitiful</u>. <br />
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The CEO, John Lechleiter <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">should</a> be throwing chairs at people especially when they have <a href="https://www.sec.gov/Archives/edgar/data/1104332/000095014400008876/ex10-15.txt">done</a> so many things well in their launch. If Lechleiter doesn't know how to throw a chair he can call in Coach Bobby Knight for a quick lesson (just kidding Coach).<br />
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<b>What's really sad is Eli Lilly will never know how many customers it lost because of this screw up. They've also lost potential first call customers due to the length of being in cue by the inbound call center (this always leads to dropped calls)</b>. <br />
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I would have sent people a coupon for a dozen <i>Cialis</i> and an apology if I had come in while the mistake was in process. I'm really surprised they couldn't get cards printed overnight.<br />
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This is a great lesson and case study for anyone doing a product launch. <br />
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Here's my advice...when you are responsible for a campaign don't trust anyone on your team EVER. Inspect every detail and get proof of every detail being done properly. Employees will always tell you what you want to hear rather than the truth to protect their job; vendors have to be managed also. Sadly, like employees they often lie to cover their mishaps. If you want to get what you expect inspect...always.<br />
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The funny part of this story is the CEO of Lilly will probably make $30 million in 2013. Drugs do have awesome margins and <i>Axiron</i> is a great drug.<br />
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If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail or Google Display Network then follow and interact with me on Twitter <a href="https://twitter.com/BradRichdale">https://twitter.com/BradRichdale</a> and <a href="http://www.rocketstocks.tv/">http://www.rocketstocks.tv</a><br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
copyright 2013 all rights reserved<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-39049516395079408212013-01-05T17:37:00.001-06:002018-08-12T11:13:59.511-05:00Increasing Eli Lilly's (NYSE: LLY) Cialis Sales by 200% In 180 Days With Axiron's FREE Offer<i>Cialis</i> is the only pill for ED that treats BPH. Of course I'm using <i>Axiron</i> (NYSE: Lilly: LLY) so I can attest to one of the stated side effects...an increase in the size of the prostate.<br />
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I started thinking while I was swimming today (when I think it's potentially dangerous) and I wondered why Lilly, who knows that <i>Axiron's</i> major side effect is an enlarged prostate, wouldn't be offering a way for a new customer to get on <i>Cialis</i> for daily use at the same time they begin <i>Axiron? </i><br />
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This would mean one pill (Cialis) could offset the <i>Axiron </i>side effect of an enlarged prostate and if you're cool with taking drugs taking (both <i>Cialis</i> and <i><a href="https://networthpost.org/net-worth/brad-richdale-net-worth/">Axiron</a></i> daily) then Lilly makes a heck of a lot more money on their <i>Axiron</i> launch.<br />
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Imagine taking both <i>Cialis</i> and <i>Axiron? </i> You'll feel younger, look better and be raring to go whenever the mood hits you.<br />
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<i><b style="text-decoration: underline;"> Isn't this cross sell obvious</b><b>?</b> </i><br />
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Better yet unlike other pharmaceutical companies why not teach people, even coach potential new customers by phone precisely, step-by-step, how to get their Doctor and Insurance company to approve a co-pay for both </u><i style="text-decoration: underline;">Cialis</i><u> and </u><i style="text-decoration: underline;">Axiron</i>. </b><br />
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I''ll bet if Lilly added a hotline to help potential customers or coach them <u>even by pre-recorded messages</u> it would super boost their sales overnight. I'd even suggest they cut a two minute TV commercial with dedicated 800 numbers explaining their new help line benefit. Men over 50 <a href="https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA">would</a> love that help to get their co-pay approved and would like the personal attention.<br />
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Maybe the world would be a better place if Men over 50 came back to life.<br />
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If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail or Google Display Network interact with me on Twitter <a href="https://twitter.com/BradRichdale">https://twitter.com/BradRichdale</a><br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
copyright 2013 all rights reserved<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-34492355942271087652013-01-05T08:30:00.002-06:002020-03-19T09:42:37.537-05:00How To Increase Axiron's (NYSE:LLY, Lilly) Response RateThe topic of my adventure with trying to become an <i>Axiron</i> customer has <a href="http://vozewish.tumblr.com/brad-richdale-customer-reviews">received</a> an overwhelming amount of response from those that follow me <a href="http://www.bizjournals.com/prnewswire/press_releases/2015/02/18/DC35046">in</a> direct response, and direct sales along with professionals in the <a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">medical</a> device and pharmaceutical industries. <br />
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Their DTC (direct to consumer) campaign has been an <a href="http://bradrichdaletvandfilmreviews.blogspot.com/2015/01/news-for-michael-keaton-and-edward.html">interesting</a> case study. <br />
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The first thing <i>Axiron</i> (Lilly: LLY:NYSE) can do to boost response is test copy and headlines or in the case of TV their opening statement. They could increase their ad response rate by 100 to 500% just by testing this element. The <a href="http://www.rocketstocks.tv/about-rocketstocks/">great</a> thing about direct response is <u>testing gives you scientific results that irrefutable</u>. <br />
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You can only test one thing at a time but with the advent of the Internet you can <u>test several elements of a campaign in a couple of days and use that empirical evidence to increase your campaign's efficiency in other mediums</u>.<br />
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The other element of the campaign that is missing is a unique <a href="http://cashadvanceservices.ipq.co/get.do,overnight-payday-loan-lenders,206,brad-richdale-secrets-to-making-money-now-">selling </a>proposition (USP). <i>Andro Gel </i>(Abbott: ABT:NYSE)<i> </i>has a new <a href="https://vimeo.com/74338593">USP </a>which is you can use less gel and get the same results. <br />
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<i>Axiron</i> tries to pass off a feature rather than a benefit as its USP with their underarm application. By the way, the book, <u>Reality in Advertising </u>by Rosser Reeves, the man who invented the term unique selling proposition (USP) is a great book and worth reading.<br />
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However you can have the greatest headline or unique selling proposition (USP) ever and if you don't close the TV ad or Internet, print and radio ads correctly your increased efficiency vanishes.<br />
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Allow me to explain...in the current <i>Axiron</i> ad there are two ways to find out more--one, you can call a vanity 800 number to get more information or go to the Axiron website. Here's what's tragic about the <i>Axiron</i> CTA (call to action), the tag screen with their vanity 800 number is up for three seconds and what's worse is the 800 phone number is the same phone number for all TV ads running so knowing what media works and what media doesn't is impossible. <br />
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When you give consumers two ways to respond they delay their decision to act now. If you give them one ordering option, an 800 number to call to get their FREE 30 day supply they will call that number provided it's up for at least 15 seconds and mentioned at least two times, better still is three times which is the standard for direct response radio. Doing this would at a minimum <u>triple response rates</u>.<br />
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Some folks may search for the website and not call the 800 number but the value of TV is that respondents <u>who act right away are impulsive and are easier sales</u> than those that spend a lot of time on the website. This is the same for direct to consumer medical marketing, direct to consumer pharmaceutical marketing, direct to consumer medical device marketing and direct marketing medical devices advertising campaigns.<br />
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Despite all these tweaks that would definitely increase efficiency and response the campaign will probably succeed simply because of the FREE offer. I still stand by my statement that I could triple their efficiency in this campaign. <br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
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This story also appears at <a href="http://www.reuters.com/article/2015/02/18/photetica-directors-idUSnPn3BWnyh+98+PRN20150218">http://www.reuters.com/article/2015/02/18/photetica-directors-idUSnPn3BWnyh+98+PRN20150218</a><br />
<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-11039000105745574912013-01-04T11:19:00.000-06:002020-06-29T16:19:16.186-05:00Comparing the NYSE:LLY, Cialas TV Ad vs. The Axiron TV Ad-FEATURES VERSUS BENEFITSThe <i>Cialis</i> <a href="http://bradrichdalewikipedia.blogspot.com/2014/07/the-perry-marshall-8020-talk-worth-five.html">TV</a> (Lilly) ads do a great job <a href="http://www.joepolish.com/richardbranson/Genius-Network-Archive-Form.pdf">of </a>describing the problem that men have as they age with their peripheral nervous system and <b><u>then they position their product uniquely as the ONLY logical solution to the problem.</u></b> Their unique selling proposition <a href="http://instagram.com/bradrichdale">is </a><i>"lasts 36 hours <a href="https://www.youtube.com/watch?v=eVWoF2rHos8">so</a> you're ready when you need to be" </i>(rather than 8 hours like <i>Viagra</i>)<i>.</i> This a <u>benefit</u>, not a <u>feature</u>. <br />
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The <i>Axiron</i> ad tries to position itself differently with a feature, "apply to your underarm." <br />
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Unlike the Cialis TV ad the <i>Axiron</i> ad <a href="http://www.classmates.com/people/Brad-Richdale/8724915455">doesn't</a> focus on a benefit it focuses on a feature--<u>features are far less compelling than benefits.</u> So what if you can apply <i>Axiron</i> to your underarm? Will that get a prospect to switch from another competitive brand? Do <a href="http://www.prnewswire.com/news-releases/ceo-brad-richdale-announces-olympian-rowdy-gaines-to-photeticas-board-of-directors-300037727.html">you</a> have a benefit that <i>Andro Gel </i>doesn't have? <br />
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Are you selling benefits or features? <u style="font-weight: bold;">Features are nice but benefits close sales--they move people emotionally</u>. Emotion causes sales, and logic reinforces emotional decisions.<br />
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Think about <u>new benefits</u> that could expand your medical device <a href="http://bradrichdale.blogspot.com/2017/05/the-new-igrow-hair-re-growth.html">marketing</a> and possibly a <i><a href="https://books.google.com/books?id=3ndh4YPuekIC&pg=PR4&lpg=PR4&dq=brad+richdale+book&source=bl&ots=1gt5cOw8wl&sig=_RcR_3TDvX-AQiUyNv0bxA-Hq18&hl=en&sa=X&ei=2_c-VYfyL63IsASIyIGIDA&ved=0CD8Q6AEwAzgK#v=onepage&q=brad%20richdale%20book&f=false">DeNovo</a></i> <a href="http://geekcast.fm/archives/double-business-profits-brad-richdale-internet-marketing-pro/">claim</a>.<br />
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Ask your customers if they <a href="http://www.ebay.com/itm/BRAD-RICHDALE-SECRETS-TO-MAKING-MONEY-NOW-DIRECT-MARKETING-CASSETTE-SERIES-NEW-/122077994331">have</a> noticed any other <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">benefits</a> other than what was <a href="http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=47286685">intended</a> and claimed. <br />
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In <a href="https://www.youtube.com/watch?v=vPcManWm-9U">my</a> company's case we found out by <a href="https://en.wikipedia.org/wiki/Spruce_Creek_High_School">accident</a> what we <a href="https://www.youtube.com/watch?v=qW33q2QyX_0">could</a> do in treating CIPN (chemotherapy induced peripheral neurotherapy), PN and diabetic PN. There's no <a href="http://www.barnesandnoble.com/c/brad-richdale">one</a> that can do what we can <a href="http://cdeckard.com/how-to-double-your-business-profits-with-brad-richdale-internet-marketing-pro/">in</a> this arena and it's a huge market <a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">starving</a> for a solution.<br />
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We already <a href="http://www.prnewswire.com/news-releases/direct-marketing-expert-brad-richdale-preps-plan-to-return-stokely-usa-to-profitability-74749682.html">knew</a> what we could do for the <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">Longevity</a> market but <a href="http://books.google.com/books?id=dchdXPyIjDgC&pg=PA252&lpg=PA252&dq=brad+richdale+business&source=bl&ots=UEr2S4ETHm&sig=a4afpVQX4bj0CGSH0R7lY3V8jOk&hl=en&sa=X&ei=IcP1U_WpAaja8AHQz4H4Ag&ved=0CCIQ6AEwATgU#v=onepage&q=brad%20richdale%20business&f=false">Longevity</a> is a preventive sale; being the only company with a <a href="http://www.globalphoton.com/officers-directors/bradford-richdale/">patented</a> treatment for a condition that 35% of all chemotherapy patients and 50% of diabetic patients suffer from is a much easier market to sell to because <b><u>we are solving a problem rather than preventing one</u>. </b>This is critically important in direct marketing medical devices, direct to consumer medical marketing, marketing drugs to consumers and direct to consumer medical device marketing. <br />
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Who knows maybe you can find a benefit like Pfizer did for <i><a href="http://www.ripoffreport.com/r/technology-kitchen/austin-78759/technology-kitchen-theft-by-deception-austin-texas-1320409">Viagra</a></i>. I'll bet those scientists at Pfizer were laughing pretty hard when they found out a new benefit accidentally.<br />
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To be a Pfizer salesman with Viagra samples must have been fun.<br />
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If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail <a href="https://networthpost.org/net-worth/brad-richdale-net-worth/">or </a>Google Display Network interact with me on Twitter and at <a href="https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA">https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA</a><br />
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written by Brad Richdale Author<br />
<a href="http://www.imdb.com/name/nm3934437/">copyright</a> 2013 all rights reserved<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-76242444428484777872013-01-04T10:52:00.003-06:002013-09-28T14:16:39.644-05:00What Medical Device Companies Can Learn From Tony LittleTony Little has done over $1 BILLION in sales on home shopping channels (QVC and HSN).<br />
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He told me a story which helped him sell <u><b>58 truckloads</b></u> of product in one day at QVC.<br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
<iframe allowfullscreen="" frameborder="0" height="360" src="//www.youtube.com/embed/H69jPsKEb2I" width="480"></iframe>Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-35723475820664323832013-01-01T14:08:00.002-06:002014-08-19T21:35:01.817-05:00A Simple Tip To Increase Profitability On The Axiron, Eli Lilly Product LaunchA very successful business man once said,<b> "<i>I know that 50% of my advertising is successful I just don't know what 50%</i>."</b><br />
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<i>Axiron</i> is a great product launch in many respects but aside from a lack of urgency to their offer they are offering a web address for viewers to go to rather than an 800 number to call for FREE information. I'd take the web address out of their TV ad and then put up unique 800 numbers for each TV station where they air the ad for ad tracking and the exact determination of profitability for each airing of the TV ad.<br />
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A<u><b> web address is easy to put off going to</b></u> because you remember the web address thus delaying the need to act now. People have good intentions but they get busy and put things off if they aren't put in a position to act urgently.<br />
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<i>Axiron</i> addresses an urgent problem that men with low testosterone want to solve. When Men with Low T hear the ads for this condition their ears pick up and they pay attention. <i>Axiron</i> really crushes other product launches with their <b><u>FREE</u></b> 30 day offer. Once you try this product your life changes.<br />
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Where they ( Ely Lilly, <a href="http://www.lilly.com/">www.lilly.com</a>) drop the ball is by not tracking the results of the TV ads they buy. There's no dedicated 800 number to each station they air their TV ads on.<br />
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If they started dedicating an exclusive 800 number to each TV station where they run their TV ads they'd know which 50% of their ad campaign is working and which TV ads aren't giving them at least a 6:1 gross sales to cost return on their ad dollars. They could run their business mathematically with far greater efficiency.<br />
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As it stands <i>Axiron </i>and Lilly are paying retail for their TV commercials so the chance the TV ads are paying out at 6:1 or higher ratio is ZERO. They have no ad tracking to see if their sales are at least a 6:1 multiple (gross sales versus ad cost ratio) and they won't really know their TV ads cost efficiency relative to sales for months.<br />
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Simply stated <b><u>they are over paying for TV ads without measuring each stations cost efficiency</u> <u>relative to actual sales</u></b>. <br />
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It would be easy for me to double ad effectiveness on this campaign and double profitability <i><u>just with this change</u></i>.<br />
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You need to track every ad cost, direct mail cost, and Internet cost in order to be effective in the direct to consumer medical device marketing, direct to consumer medical marketing and direct marketing medical devices.<br />
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written by Brad Richdale<br />
copyright 2013<br />
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This story is discussed in detail at <a href="http://www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8">www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8</a> and responsive discussion and news at <a href="http://www.thefreelibrary.com/Self-Made+Multi-Millionaire,+Direct+Marketing+Expert+Brad+Richdale...-a019582605">http://www.thefreelibrary.com/Self-Made+Multi-Millionaire,+Direct+Marketing+Expert+Brad+Richdale...-a019582605</a>Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-6544422895810722772012-12-31T14:34:00.000-06:002020-06-29T16:20:32.508-05:00The Eli Lilly (NYSE:LLY) Axiron Dropped Ball Story--Part TwoI've consulted to some Fortune 100 companies during my career so nothing shocks me at a big company.<br />
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Most employees are trying to keep from getting fired rather than doing something extraordinary that will advance the company they work for. I get it.<br />
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I recently wrote about how screwed up Lilly's process of selling their new testosterone gel <i>Axiron </i>was <a href="http://www.amazon.co.uk/Brad-Richdale/e/B00JGCDFM8">and </a>today I have more bizarre activity to share with you. <br />
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Eli Lilly's lack of execution is a great lesson in<u><b> what not to do in direct marketing, direct marketing medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing</b></u>.<br />
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Let's go over what Lilly is doing and aside from a great lesson in direct marketing you will probably laugh <a href="https://www.youtube.com/watch?v=vPcManWm-9U">your</a> ass off unless you are the person running this campaign.<br />
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Grey Group, their ad agency, has won a lot of awards for ads. The 60 second ad they shot for <i>Axiron</i> probably cost $300,000-$500,000 to produce. I could have done it for $75,000; for $300,000 to $500,000--I would have shot four to seven ads and <u>tested the ads</u> to see which one worked the best in actual responses. <br />
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Lilly is a big company and Grey Group is a big agency so spending a lot of money is expected--it's part of the territory. In all fairness the shots and the script are pretty good--on a scale of 1 to 10, I give the producer a 10 for production quality, and a 7 for copy writing. The copy writing is nice <b style="text-decoration: underline;">but the big penalty that causes HUGE points off is that there is no urgency to act now!</b><b> </b>There's no mention that this ad will discontinue without notice, or that this is for just two weeks, etc. Very basic DR stuff that can be done tastefully but make folks get off their rear ends and order.<br />
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The copy writing could also be more compelling but their copy writer probably doesn't need the product nor spoke to fifty people who do. When you hear people's problems before you write copy you become incredibly passionate and the copy just pours out of you.<br />
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The FREE 30 day trial offer of <i>Axiron</i> is huge and obviously that's Lilly's incredible asset here but pay attention because you will see how the brilliance of the FREE offer (it's easy to get hooked on this product) is dissipated by their (Lilly's) lack of follow through.<br />
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Lilly has outsourced their inbound telemarketing. I understand this and in many cases it makes a lot of sense. However when you are trying to compete with <i>Andro Gel</i> it would be wise to take and monitor the inbound calls yourself. If you're really smart and you are running the campaign internally you should take one hundred calls yourself, or if you are outsourcing go to the outsourced company and grab a seat and brown bag it. You'll learn so much from the experience of taking the calls from consumers that will translate into more sales and much stronger ads with awesome testimonials in all mediums. <br />
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So they initiate the FREE trial and the consumer gets hooked, now what? The answer is the consumer has to figure out what to do next. Let's take my case...my Doctor is kind of hot but she's younger than the fictional Doogie Howser, MD and busier than Neil Patrick Harris so she didn't explain to me that if I like the FREE trial how to get the prescription for a refill for $25 rather than over $300. I had to figure it out. In all fairness I didn't expect her to guide me through the co-pay approval process. I expected the drug maker, they failed in this regard.<br />
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My pharmacy was a little bit more helpful on the subject of insurance approval, then after four calls to my Doctor's office a young lady finally explained to me how I can get my insurance to approve it for co pay status. Again it's easy to get hooked on this stuff that's why the dropped balls and the difficulty to get more of <i>Axiron</i> is so tragic. At 55 I actually feel like I'm 45 when I'm working out and that's huge. I'm also sleeping better. I know the side effects and am careful but the upside is the difference between night and day.<br />
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<u><b>Now here's the part where Lilly has really screwed up, again it's tragic but laughable.</b></u> <br />
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Lilly has a FREE $25 co-pay card. Awesome, isn't it? I make the call and wait for a couple of weeks thinking that because of Christmas they either didn't send it or it takes more than two weeks for the card to go 800 miles to my address. I just called back and guess what? The morons in charge of mailing the $25 co-pay cards haven't printed any new cards up and it will be a few weeks before they are ready! <b><u>Are you KIDDING ME</u>? </b><br />
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<i>Axiron (</i>Lilly) is running media everywhere for this product.<br />
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I'm sure persistent lifetime prospects (like me) are getting insurance approval for their co-pay for <i>Axiron</i> and are really bummed Lilly didn't have enough sense to print the cards up and close the sale? Come on are the people in charge of the co-pay cards in rehab after the Christmas party? Here's what's worse they can't even give you a date when the card will be sent to you. This means that thousands of great long term customers who have been asking for the card like me are left hanging. How many will try <i>Andro Gel </i>instead?<br />
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I asked the inbound operator if they were getting a lot of customer service calls like mine. She said, "oh yes, but there's nothing she can do." She's right.<br />
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What's the lesson here? Make sure that you flow chart a campaign and button everything down. Never trust someone to tell you how it's going.<br />
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Take your prospects by the hand through every step of the customer acquisition process, build rapport with them (and sell them some Cialis or other drugs while you're at it). <br />
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Go in and check every aspect of your campaign and buy from yourself just like a regular prospect to see if the campaign works the way you intend it to. <br />
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Employees almost always lie when they drop the ball and if you don't try to buy from yourself you will never know if the ball is being dropped. <br />
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<a href="https://www.youtube.com/watch?v=qW33q2QyX_0">Moreover</a> Lilly could help the consumer understand the step by step process of getting their co-pay approved. This could be done with direct mail as a follow up to their redemption of their FREE 30 day <i>Axiron</i> trial offer. They could even include the co-pay card with your name printed on it<br />
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Funny, but tragic especially with an awesome product like <i><a href="https://www.instagram.com/bradrichdale/?hl=en">Axiron</a></i>. <br />
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I wonder if <i>Andro Gel</i> has their co-pay cards printed up? I'll call them and get back to you.<br />
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<a href="https://plus.google.com/u/0/103583445953817214883">written by Brad Richdale Author</a><br />
copyright 2012 all rights reserved<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-71095145436860039872012-12-20T09:25:00.000-06:002014-10-20T09:02:56.154-05:00How NYSE: LLY Lillly (Axiron) Really Dropped The Ball And What You Can Learn From ItThe most powerful four letter word in the English language is the word <b>"FREE" </b>in the direct marketing of medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing.<br />
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<i>Axiron</i>, a testosterone boosting gel manufactured by Eli Lilly, has been offering a <b>FREE 30 day trial </b>of their product (which I recently took advantage of). I loved the product had great results and wanted to get another prescription.<br />
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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...<br />
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<b><u>THEY HAD ALL MY INFORMATION AND NEVER CONTACTED ME!!!</u></b><br />
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Did you hear me? They never called, never emailed me, never sent me snail mail, NEVER! <br />
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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.<br />
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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 <i>Cialis</i>, pretty synergistic with <i>Axiron, </i>isn't it). A multi-billion dollar company and the marketing manager is asleep at the wheel. <br />
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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 <i>Axiron</i>. <br />
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<b><u>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.</u></b><br />
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Of course, I have also had a couple of medical devices prescribed and I never heard from either company EVER! <br />
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I preach this but it can't be said enough, the easiest prospect to pitch is the one that you have already sold. <br />
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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? <br />
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Can you upsell your customers to a newer, more improved version of your product?<br />
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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!<br />
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Consider building a relationship with your prospects and customers that puts you in a favorable light and have a great holiday season.<br />
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Follow me on Twitter <a href="https://twitter.com/BradRichdale">https://twitter.com/BradRichdale</a><br />
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written by Brad Richdale<br />
copyright 2012 all rights reserved<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-49555344416989037542012-11-12T07:17:00.000-06:002013-09-28T14:17:28.491-05:00Success With Sanity for CEO's and ENTREPRENEURS FOR Direct To Consumer Advertising Medical DevicesI met Dr. Ned Hollowell through my friend Joe Polish (<a href="http://www.joepolish.com/">www.joepolish.com</a>). Ned is the premier authority in understanding ADD. <br />
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Most of the leaders I know have ADD. Often the CEO's and Entrepreneurs I meet have this condition (which has both assets and liabilities). I went without the official diagnosis of ADD until I met Dr. Ned Hallowell. I'm 55. I always knew I was different but didn't know why.<br />
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Dr. Hallowell has been on every major talk show--frequently with <u><i>Oprah, Dr. Oz, Good Morning America and the Today show</i></u>. He is the recognized leader in the study of ADD and ADHD. He has proven to me that entrepreneurs are born and then made.<br />
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People with ADD have a clear Dr. Jekyl and Mr. Hyde personality. <br />
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I strongly suggest that you get get Dr. Hallowell's books and dig in to what he's teaching. It will help you whether you are in the direct marketing of medical devices, direct to consumer medical marketing, direct to consumer medical device marketing or direct to consumer advertising medical devices.<br />
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Got to <a href="http://www.successwithsanity.com/">www.successwithsanity.com</a><br />
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<a href="https://plus.google.com/u/0/103583445953817214883"> written by Brad Richdale Author</a>Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-4103821511748383552012-11-11T07:26:00.003-06:002022-02-20T08:49:49.865-06:00PFIZER'S SALES SIN 99.9% (PFE:NYSE)Let's face it, selling medical devices has changed and you have to adjust to that change or you're dead. If you don't know how to direct market medical devices you're toast. The old expensive model of humans inefficiently getting leads and <u>schmoozing</u> Doctors is over. <br />
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Here's the quickest adjustment you can make to <i><b>super charge</b></i> your profits--<u>sell the people you just sold something else</u> that's a synergistic offer to your first sale.<br />
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Let me say it again!<br />
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<u><b>THE EASIEST SALE TO MAKE IS TO SELL THE PERSON YOU JUST SOLD SOMETHING ELSE!</b></u><br />
<br />It's so obvious but I haven't seen anyone yet in the medical device direct marketing space do it. <br />
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Direct to consumer medical device companies need to wake up and realize that after spending all the cost to acquire a customer they can reduce that acquisition cost dramatically just by selling their new customers something else. Maximizing lifetime value or LTV of the customer is critically important--it can change your business model in a matter of days. <br />
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Most of you, (99.9% in my opinion) make one sale and then say goodbye to the customer forever. It's insane; but it's what you do because you don't know any better. After you make your sale with a high sales cost you go back to the pond and try to sell another person. <br />
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Why not get an item (or better yet, items) you can sell to your customers that buy your initial product and sell to your newly acquired customers.<br />
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Better yet, why not annuitize your customers with an on-going auto ship product that has to be bought over and over again?<br />
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Work your current customers and increase the unit of sale with back end products. Don't get hung up on whether insurance will reimburse you or not just start testing legal, ethical, synergistic offers. This also appears at direct to consumer medical marketing.<br />
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written by Brad Richdale<br />
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<br />Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-15594978277964497272012-11-08T09:13:00.000-06:002013-10-24T08:39:03.540-05:00The Truth About Low Level Laser for Direct To Consumer Marketing Medical Devices<a href="http://med.stanford.edu/" style="line-height: 24px;">Dr. Kendric C. Smith</a><span style="line-height: 24px;"> at the Department of </span><a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/gastrointestinal/anal/radiation.php" style="line-height: 24px;">Radiation</a><span style="line-height: 24px;"> Oncology, </span><a href="http://www.linkedwords.com/society/philosophy/philosophy-terms/modern-philosophy/stanford.php" style="line-height: 24px;">Stanford</a><span style="line-height: 24px;"> University School of Medicine, concludes in an article entitled The Photobiological Effect of Low Level </span><strong style="line-height: 24px;">Laser Radiation Therapy</strong><span style="line-height: 24px;"> (Laser Therapy, Vol. 3, No. 1, Jan - Mar 1991) that:</span><br />
<ul style="margin-top: 0in;" type="disc">
<li class="MsoNormal" style="line-height: 24px; margin-top: 7.5pt;">Lasers are just convenient machines that produce radiation.</li>
<li class="MsoNormal" style="line-height: 24px; margin-top: 7.5pt;"><a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/gastrointestinal/anal/radiation.php">Radiation</a> from light therapy produces the photobiological and/or <a href="http://www.photetica.com/">photophysical</a> effects and therapeutic gains.</li>
<li class="MsoNormal" style="line-height: 24px; margin-top: 7.5pt;"><a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/gastrointestinal/anal/radiation.php">Radiation</a> must be absorbed to produce a <a href="http://www.linkedwords.com/health/conditions-and-diseases/nutrition-and-metabolism-disorders/cholesterol-and-other-fats/chemical.php">chemical</a> or <a href="http://www.linkedwords.com/health/professions/physical-therapy/fitness/personal-trainers-directories/physical.php">physical</a> change, which results in a biological response. </li>
</ul>
<div class="MsoNormal" style="line-height: 24px; margin-top: 7.5pt;">
<strong>Light therapy</strong> has also been given the name "<a href="http://www.linkedwords.com/health/mental-health/disorders/mood/depression/seasonal-affective/phototherapy.php">phototherapy</a>." A study done by the <a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/organizations/children/mayo_clinic.php">Mayo Clinic</a> in 1989 suggests that the results of <strong>light therapy</strong> are a direct effect of light itself, generated at specific wavelengths, and are not necessarily a function of the characteristics of coherency and polarization associated with lasers. In a study entitled <strong>Low-Energy Laser Therapy</strong>: Controversies and New Research Findings, Jeffrey R. Basford, M.D. of the <a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/organizations/children/mayo_clinic.php">Mayo Clinic</a>'s Department of <a href="http://www.linkedwords.com/health/professions/physical-therapy/fitness/personal-trainers-directories/physical.php">Physical</a> Medicine and Rehabilitation, suggests that the coherent aspect of laser may not be the source of its therapeutic effect. He states "firstly, the stimulating effects (from therapeutic light) are reported following irradiation with non-laser sources and secondly, tissue scattering, as well as fiber optic delivery systems used in many experiments rapidly degrade coherency. Thus any effects produced by low-energy lasers may be due to the effects of light in general and not to the unique properties of lasers." This view is not difficult to accept when it is remembered that wave-length dependent photo biochemical reactions occur throughout nature and are involved in such things as vision, photosynthesis, tanning and Vitamin D metabolism. In this view, <strong>laser therapy</strong> is really a form of <strong>light therapy</strong>, and lasers are important in that they are convenient sources of intense light at wavelengths that stimulate specific physiological functions (Lasers in Surgery and Medicine 9:1-5, <a href="http://www.linkedwords.com/health/conditions-and-diseases/cancer/organizations/children/mayo_clinic.php">Mayo Clinic</a>, Rochester, Minnesota, 1989). This story is also at <span style="line-height: normal;">direct to consumer medical device marketing.</span><br />
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copyright 2011 all rights reserved<br />
by <a href="http://www.linkedwords.com/business/small-business/work-at-home-parents/brad_richdale.php">Brad Richdale</a></div>
Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-46654908450443878702012-11-07T07:13:00.000-06:002013-10-22T14:09:09.120-05:00"Sell What People Want To Buy" Here's the simplest idea you need to embed into all of your direct marketing and direct sales efforts, here it is, <b>SELL WHAT PEOPLE WANT TO BUY!</b><br />
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If you analyze everything you do in the realm of direct marketing and direct sales you must continually ask yourself <b>"am I selling what my prospect wants or what I want?"</b><br />
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You'll find all too often that you are selling what you want rather than what your prospect wants. You have to analyze everything you are doing in your <u>direct marketing of medical devices</u> and really drill down and determine "am I offering something that will make my prospect's life <u>better, easier, or simpler</u>?"<br />
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Slow down and step back and see your pitch from your prospects eyes. People are inherently self centered, super busy and often stressed out. Play to their needs and then activate their greed. Need and greed are inherent to closing a sale with urgency.<br />
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written by Brad RichdaleBrad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-1570941697480370162012-11-04T10:31:00.002-06:002013-06-03T08:29:42.649-05:00What I Learned From Calling "Medical Device Direct Marketing Experts"I'm a believer that you survey a battlefield before you begin a battle. In keeping with that <i>core business belief </i>I responded to several <b><i>"direct marketing experts in the medical field"</i></b> for their expert help. I only found one person who was actually willing to set up a phone appointment and made an effort to respond to my direct response inquiry quickly, professionally and with enthusiasm, that person is Joe Hage, here's the link to his website: <a href="http://www.medicalmarcom.com/">www.medicalmarcom.com</a> .<br />
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I had one company respond by email after I also left my email and phone number in my lead inquiry for their services. One email from only one out of three companies (other than Joe), no phone calls, and obviously no excitement. <br />
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<b><u><i>If someone doesn't respond enthusiastically in the buying process what do you think will happen when you hire them?</i></u></b><br />
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People buy from people that are <b>excited, exciting, and/or excitable</b><u>, these are </u><i><b style="text-decoration: underline;">the THREE E's OF SUCCESS</b>.</i> People buy on emotion and reinforce their decisions with logic. <i> If you lose excitement your closing rate will plummet. </i><br />
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The problem with American businesses isn't the allegation of too much regulation and indecision in the oval office but rather from the fact that most people want to send emails and never pick up the phone. What happened to salesmanship? The answer is simple the younger people today have been brainwashed into believing text messaging and emails make sales. They don't; they just breed mediocrity and this misguided sickness young people suffer from has expanded to the general population when it comes to business. It's asinine. Now more than ever you need to pick up the phone. I'm overloaded with emails I like hearing the voice of another human being as they state their case and make their pitch.<br />
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The only way to influence Washington is to spend $25-50 million in lobbying. Short of that you are on your own so you better start going back to the basics, excitement, phone calls, face to face relationships and above all else sell what people want to buy!!!<br />
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Do you know why Joe Hage has succeeded? It's simple, he stays excited about what he does and is happy to share it.<br />
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He has opened up one door in regulatory consulting, which has opened up another door for valuation and financial consulting--we now want to work with both companies. I haven't sent him (Joe) a dime. What do you think the chances are that our company, Photetica, <a href="http://www.photetica.com/">www.photetica.com</a>, will want to work with Joe's firm? 100%! He's already proven that he wants our company to succeed.<br />
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The lesson here is simple, <u><b><i>pick up the phone, go meet people face to face that are critical to your success and ascertain if your needs and desires are being heard and more importantly, "will they be acted upon enthusiastically?"</i></b></u><br />
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Go back to the basics and remember that <u><b><i>people buy from people</i></b></u> not from emails. <br />
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By the way, if you have a web marketing strategy use video it will consistently out pull and out convert the written word--video is the next best thing to being there (Joe's home page has video embedded).<br />
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Most of all don't blame Washington for rough times it is the kiss of death--it just causes resentment and inaction. At the age of 55 I've learned that despite what we want to believe politicians on both sides are usually selfish, insincere, and disingenuous. They care about you when it benefits them not when it benefits you. Figuratively speaking, put your jock strap on every morning and adjust your cup you will probably get kicked in the balls at least once every day and you shouldn't take it personally. If you do you will get off track. This also appears at direct to consumer medical device marketing. I also write about this at Brad Richdale Business.<br />
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story by Brad Richdale<br />
Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-6643842776443182632012-11-02T15:20:00.000-05:002012-11-02T15:22:03.399-05:00If You're Trying To Sell Medical Devices Direct Get This FREE SubscriptionIf you want to learn more about <u><b>selling medical devices through direct response</b></u> I suggest taking advantage of this free subscription to DM News, here's the link:<br />
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<a href="http://www.dmnews.com/">http://www.dmnews.com/</a><br />
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You should sign up for the daily email; I also suggest that you start studying every great solicitation you get in every medium of delivery. Start saving all the direct mail that turns you on and also DVR five hours of TV at night on stations like Bravo, TLC, and SyFy (where infomercials run). You'll be surprised what you will learn if you pay attention and start story boarding great infomercials. By Brad Richdale<br />
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Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-41150135134267351042011-08-05T10:21:00.001-05:002013-10-24T08:38:28.436-05:00The Direct Response and Direct To Consumer Medical Marketing Race Goes To The Steady Not The Swift!Today we live in a world that moves so fast that many believe they have to get in the fast lane confusing productivity with activity.<br />
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Where are you going in life and why are you going there. This may seem like a lofty question and admittedly it is, but it's a necessary one.<br />
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I have had to reconsider the direction of my life often asking myself the question, "where am I going and what I'm doing this for?" Get a vision for yourself that won't harm you physically or mentally, most of all spiritually.<br />
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You are what you allow yourself to be and if you hang around a barber shop you will get a haircut.<br />
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Take time to chart a course and watch out who you associate with, you could be caught up in a cross fire and disaster that you could have prevented. This story is also at direct to consumer medical device marketing.<br />
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production also found on Brad Richdale Internet <a href="http://www.linkedwords.com/business/marketing-and-advertising/yellow-pages/yellow_pages.php">Yellow Pages</a><br />
<span style="font-size: x-small;"> story also found at<span class="apple-converted-space"> </span><a href="http://www.linkedwords.com/business/business-services/brad-richdale-customer/brad_richdale_customer.php">Brad Richdale Customer</a><span class="apple-converted-space"> Reviews</span></span><br />
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Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-22277564218115562462011-08-01T15:46:00.002-05:002013-10-22T14:00:40.988-05:00Bad Margins Are Like Swimming Upstream <div class="MsoNormal">
When I’m retained for Direct Marketing consulting the first question that I ask is, “are you offering a product or service that is <u>sold</u> or <u>bought</u>?” The second question I ask is, “what are your margins, in other words what do you sell your product for and what does it cost to make it?” You’d be surprised how many businesses are failures just because of bad margins.</div>
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If you are not at a 5:1 mark up from sales price to cost (in your business model) you are fighting yourself and the odds of success in any business. I discussed this in length at <a href="http://www.linkedwords.com/business/business-services/brad-richdale-wikipedia/brad_richdale_wikipedia.php">Brad Richdale wikipedia</a> in July's 2011 column along with my column on direct to consumer medical marketing and direct to consumer medical device marketing</div>
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I know a man who began a boutique type sandwich shop while he was in college. He later expanded his chain throughout the west coast and eventually sold his chain of sandwich shops for a massive amount of money. He made his fortune counting nickels and pennies. To me that accomplishment is amazing. He is an amazing operator and an incredibly astute analyst of costs and margins in a business where you have spoiled goods in conjunction with a plethora of menu choices. What’s my point here? Simply this I’m not interested in counting pennies and nickels I’ve done it before and it usually ends in disaster. </div>
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The standard restaurant operating margins are 4:1 and guess what? Most restaurants fail due to low margins. You have to be a genius to make it all work in the restaurant world. You will notice where you can see meals being prepared (for the most part) that the portions are allocated precisely for this very reason. Remember you are also dealing with a perishable commodity.</div>
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On the other hand take the pharmaceutical business; their margins are monstrous, sometimes 100:1. You don’t have to a genius to make it work when you are in the drug business especially when you are selling a solution (a product that is bought). What do you think the profits were on Viagra (the first drug for erectile dysfunction)? They dumped millions in free samples and in TV advertising. Doctors I know said market demand was off the charts. On top of that Pfizer gave free samples out like candy on Halloween. In months the business was rocketing to the stratosphere.</div>
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Would you rather be in the restaurant business or drug business? I can’t stress this enough most people I’ve met that had a failed business failed because of low margins whereas most people with huge margins have hit out of the park. Sure there are low margin successes and there are high margin failures but they are the exception to the rule.</div>
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If you are barely getting by in business it probably has a lot to do with low margins, whereas if you have high margins you can grow out of cash flow; margins matter.</div>
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written by <a href="http://www.linkedwords.com/business/marketing-and-advertising/brad-richdale-marketing-genius/brad-richdale-marketing-genius/brad_richdale.php">Brad Richdale</a> Author copyright 2011 all rights reserved<br />
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Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.comtag:blogger.com,1999:blog-5984000112933564841.post-47915929194854936832011-07-31T08:39:00.001-05:002016-08-31T13:32:27.345-05:00GET Red Hot Leads And Predictable, Repeatable Cash Flow For Direct To Consumer Medical MarketingThere are two types of medical device sales; one is a longer cycle selling to members of the medical industry and the other, a one call close in <u><b>direct to consumer medical marketing and direct to consumer medical device marketing.</b></u><br />
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In both cases <u><b>red hot leads</b></u> will increase your company's efficiency as sales people will be dramatically more successful since their time will be focused on <u><b>sales rather than prospecting</b></u>.<br />
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I outline the specific steps to to take to garner red hot leads, the specific techniques for better efficiency and how to increase your net profit quickly and more easily than ever before at <a href="http://www.bradrichdale.com/">www.BradRichdale.com</a>.<br />
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written by Brad Richdale <a href="https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA">Author</a><br />
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Brad Richdale®http://www.blogger.com/profile/10681717136931336236noreply@blogger.com