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
Direct Marketing Medical Devices by "Brad Richdale" ®
Showing posts with label LLY:NYSE. Show all posts
Showing posts with label LLY:NYSE. Show all posts
Saturday, January 5, 2013
Monday, December 31, 2012
The Eli Lilly (NYSE:LLY) Axiron Dropped Ball Story--Part Two
I've consulted to some Fortune 100 companies during my career so nothing shocks me at a big company.
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.
I recently wrote about how screwed up Lilly's process of selling their new testosterone gel Axiron was and today I have more bizarre activity to share with you.
Eli Lilly's lack of execution is a great lesson in what not to do in direct marketing, direct marketing medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing.
Let's go over what Lilly is doing and aside from a great lesson in direct marketing you will probably laugh your ass off unless you are the person running this campaign.
Grey Group, their ad agency, has won a lot of awards for ads. The 60 second ad they shot for Axiron 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 tested the ads to see which one worked the best in actual responses.
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 but the big penalty that causes HUGE points off is that there is no urgency to act now! 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.
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.
The FREE 30 day trial offer of Axiron 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.
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 Andro Gel 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.
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.
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 Axiron 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.
Now here's the part where Lilly has really screwed up, again it's tragic but laughable.
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! Are you KIDDING ME?
Axiron (Lilly) is running media everywhere for this product.
I'm sure persistent lifetime prospects (like me) are getting insurance approval for their co-pay for Axiron 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 Andro Gel instead?
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.
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.
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).
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.
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.
Moreover 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 Axiron trial offer. They could even include the co-pay card with your name printed on it
Funny, but tragic especially with an awesome product like Axiron.
I wonder if Andro Gel has their co-pay cards printed up? I'll call them and get back to you.
written by Brad Richdale Author
copyright 2012 all rights reserved
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.
I recently wrote about how screwed up Lilly's process of selling their new testosterone gel Axiron was and today I have more bizarre activity to share with you.
Eli Lilly's lack of execution is a great lesson in what not to do in direct marketing, direct marketing medical devices, direct to consumer medical marketing, and direct to consumer medical device marketing.
Let's go over what Lilly is doing and aside from a great lesson in direct marketing you will probably laugh your ass off unless you are the person running this campaign.
Grey Group, their ad agency, has won a lot of awards for ads. The 60 second ad they shot for Axiron 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 tested the ads to see which one worked the best in actual responses.
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 but the big penalty that causes HUGE points off is that there is no urgency to act now! 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.
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.
The FREE 30 day trial offer of Axiron 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.
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 Andro Gel 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.
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.
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 Axiron 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.
Now here's the part where Lilly has really screwed up, again it's tragic but laughable.
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! Are you KIDDING ME?
Axiron (Lilly) is running media everywhere for this product.
I'm sure persistent lifetime prospects (like me) are getting insurance approval for their co-pay for Axiron 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 Andro Gel instead?
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.
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.
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).
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.
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.
Moreover 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 Axiron trial offer. They could even include the co-pay card with your name printed on it
Funny, but tragic especially with an awesome product like Axiron.
I wonder if Andro Gel has their co-pay cards printed up? I'll call them and get back to you.
written by Brad Richdale Author
copyright 2012 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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