How To Increase Axiron's (NYSE:LLY, Lilly) Response Rate

The topic of my adventure with trying to become an Axiron customer has received an overwhelming amount of response from those that follow me in direct response, and direct sales along with professionals in the medical device and pharmaceutical industries.

Their DTC (direct to consumer) campaign has been an interesting case study.

The first thing Axiron (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 great thing about direct response is testing gives you scientific results that irrefutable.

You can only test one thing at a time but with the advent of the Internet you can 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.

The other element of the campaign that is missing is a unique selling proposition (USP).  Andro Gel (Abbott: ABT:NYSE) has a new USP which is you can use less gel and get the same results.

Axiron tries to pass off a feature rather than a benefit as its USP with their underarm application.  By the way, the book, Reality in Advertising by Rosser Reeves, the man who invented the term unique selling proposition (USP) is a great book and worth reading.

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.

Allow me to explain...in the current Axiron 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 Axiron 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.

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 triple response rates.

Some folks may search for the website and not call the 800 number but the value of TV is that respondents who act right away are impulsive and are easier sales 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.

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.

                                                    written by Brad Richdale Author



This story also appears at http://www.reuters.com/article/2015/02/18/photetica-directors-idUSnPn3BWnyh+98+PRN20150218

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.

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                                                 written by Brad Richdale
                                          copyright 2012 all rights reserved