It's not hard to increase the profitability by 300% to 800% for Eli Lilly's (ELY:NYSE) Axiron testosterone product within the next 60 days.
Let me dissect the campaign and then show you precisely, step by step how to do so.
Let's begin with TV. 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 five seconds at the end of their commercial they also flash a graphic to go to another ad in a magazine. Giving 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 should not be up at all. If someone wants to search for Axiron after the TV ad they'll find the website.
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 least twice. This can be done artistically to bolster and enhance Lilly's corporate image.
I'd re-write the commercial and re-shoot it with a statement of why the low testosterone problem exists. These changes would at a minimum triple response and profitability on TV.
By making these changes Lilly (Axiron) would also pay 75% less for direct response TV ad rates. 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.
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.
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 customer with their insurance approving them for the co-pay.
The website would of course also have a printable coupon so the prospect 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.
On the Axiron 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.
I've seen the Axiron 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. Testing 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.
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 Axiron by a minimum of 300%.
written by Brad Richdale
copyright 2013 all rights reserved
Direct Marketing Medical Devices by "Brad Richdale" ®
Showing posts with label Eli Lilly. Show all posts
Showing posts with label Eli Lilly. Show all posts
Wednesday, January 9, 2013
Tuesday, January 8, 2013
Eli Lilly's (ELY:NYSE) Axiron Campaign Has Morphed Into A Customer Service Nightmare
One of the basic tenants of direct response marketing is to ship what a customer orders the moment they order it. This requires that you have enough inventory on hand to do so. Sounds simple doesn't it? It isn't.
I've had to suspend all media because sales were so strong manufacturing couldn't keep up. When a novice hears that you can't make your product fast enough they always say, "that's a nice problem 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 Axiron. 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 Axiron someone in the chain of command 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 probably good news for Pfizer's Andro Gel.
When the operator answered after 14 minutes in cue 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.
Axiron has done a lot of things well in this launch but failed at the most important thing, they have proven an inability to convert the FREE trial customer into a permanent customer simply because they couldn't print up some plastic co pay cards that they 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 no longer funny, it's pitiful.
The CEO, John Lechleiter should be throwing chairs at people especially when they have done 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).
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).
I would have sent people a coupon for a dozen Cialis 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.
This is a great lesson and case study for anyone doing a product launch.
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.
The funny part of this story is the CEO of Lilly will probably make $30 million in 2013. Drugs do have awesome margins and Axiron is a great drug.
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 https://twitter.com/BradRichdale and http://www.rocketstocks.tv
written by Brad Richdale Author
copyright 2013 all rights reserved
I've had to suspend all media because sales were so strong manufacturing couldn't keep up. When a novice hears that you can't make your product fast enough they always say, "that's a nice problem 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 Axiron. 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 Axiron someone in the chain of command 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 probably good news for Pfizer's Andro Gel.
When the operator answered after 14 minutes in cue 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.
Axiron has done a lot of things well in this launch but failed at the most important thing, they have proven an inability to convert the FREE trial customer into a permanent customer simply because they couldn't print up some plastic co pay cards that they 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 no longer funny, it's pitiful.
The CEO, John Lechleiter should be throwing chairs at people especially when they have done 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).
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).
I would have sent people a coupon for a dozen Cialis 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.
This is a great lesson and case study for anyone doing a product launch.
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.
The funny part of this story is the CEO of Lilly will probably make $30 million in 2013. Drugs do have awesome margins and Axiron is a great drug.
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 https://twitter.com/BradRichdale and http://www.rocketstocks.tv
written by Brad Richdale Author
copyright 2013 all rights reserved
Thursday, December 20, 2012
How NYSE: LLY Lillly (Axiron) Really Dropped The Ball And What You Can Learn From It
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.
Follow me on Twitter https://twitter.com/BradRichdale
written by Brad Richdale
copyright 2012 all rights reserved
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.
Follow me on Twitter https://twitter.com/BradRichdale
written by Brad Richdale
copyright 2012 all rights reserved
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