Cialis is the only pill for ED that treats BPH. Of course I'm using Axiron (NYSE: Lilly: LLY) so I can attest to one of the stated side effects...an increase in the size of the prostate.
I started thinking while I was swimming today (when I think it's potentially dangerous) and I wondered why Lilly, who knows that Axiron's major side effect is an enlarged prostate, wouldn't be offering a way for a new customer to get on Cialis for daily use at the same time they begin Axiron?
This would mean one pill (Cialis) could offset the Axiron side effect of an enlarged prostate and if you're cool with taking drugs taking (both Cialis and Axiron daily) then Lilly makes a heck of a lot more money on their Axiron launch.
Imagine taking both Cialis and Axiron? You'll feel younger, look better and be raring to go whenever the mood hits you.
Isn't this cross sell obvious?
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 Cialis and Axiron.
I''ll bet if Lilly added a hotline to help potential customers or coach them even by pre-recorded messages 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 would love that help to get their co-pay approved and would like the personal attention.
Maybe the world would be a better place if Men over 50 came back to life.
If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail or Google Display Network interact with me on Twitter https://twitter.com/BradRichdale
written by Brad Richdale Author
copyright 2013 all rights reserved
Direct Marketing Medical Devices by "Brad Richdale" ®
Showing posts with label cialis. Show all posts
Showing posts with label cialis. Show all posts
Saturday, January 5, 2013
Friday, January 4, 2013
Comparing the NYSE:LLY, Cialas TV Ad vs. The Axiron TV Ad-FEATURES VERSUS BENEFITS
The Cialis TV (Lilly) ads do a great job of describing the problem that men have as they age with their peripheral nervous system and then they position their product uniquely as the ONLY logical solution to the problem. Their unique selling proposition is "lasts 36 hours so you're ready when you need to be" (rather than 8 hours like Viagra). This a benefit, not a feature.
The Axiron ad tries to position itself differently with a feature, "apply to your underarm."
Unlike the Cialis TV ad the Axiron ad doesn't focus on a benefit it focuses on a feature--features are far less compelling than benefits. So what if you can apply Axiron to your underarm? Will that get a prospect to switch from another competitive brand? Do you have a benefit that Andro Gel doesn't have?
Are you selling benefits or features? Features are nice but benefits close sales--they move people emotionally. Emotion causes sales, and logic reinforces emotional decisions.
Think about new benefits that could expand your medical device marketing and possibly a DeNovo claim.
Ask your customers if they have noticed any other benefits other than what was intended and claimed.
In my company's case we found out by accident what we could do in treating CIPN (chemotherapy induced peripheral neurotherapy), PN and diabetic PN. There's no one that can do what we can in this arena and it's a huge market starving for a solution.
We already knew what we could do for the Longevity market but Longevity is a preventive sale; being the only company with a patented 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 we are solving a problem rather than preventing one. 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.
Who knows maybe you can find a benefit like Pfizer did for Viagra. I'll bet those scientists at Pfizer were laughing pretty hard when they found out a new benefit accidentally.
To be a Pfizer salesman with Viagra samples must have been fun.
If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail or Google Display Network interact with me on Twitter and at https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA
written by Brad Richdale Author
copyright 2013 all rights reserved
The Axiron ad tries to position itself differently with a feature, "apply to your underarm."
Unlike the Cialis TV ad the Axiron ad doesn't focus on a benefit it focuses on a feature--features are far less compelling than benefits. So what if you can apply Axiron to your underarm? Will that get a prospect to switch from another competitive brand? Do you have a benefit that Andro Gel doesn't have?
Are you selling benefits or features? Features are nice but benefits close sales--they move people emotionally. Emotion causes sales, and logic reinforces emotional decisions.
Think about new benefits that could expand your medical device marketing and possibly a DeNovo claim.
Ask your customers if they have noticed any other benefits other than what was intended and claimed.
In my company's case we found out by accident what we could do in treating CIPN (chemotherapy induced peripheral neurotherapy), PN and diabetic PN. There's no one that can do what we can in this arena and it's a huge market starving for a solution.
We already knew what we could do for the Longevity market but Longevity is a preventive sale; being the only company with a patented 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 we are solving a problem rather than preventing one. 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.
Who knows maybe you can find a benefit like Pfizer did for Viagra. I'll bet those scientists at Pfizer were laughing pretty hard when they found out a new benefit accidentally.
To be a Pfizer salesman with Viagra samples must have been fun.
If you ever have questions about direct marketing, DRTV, FACEBOOK CONNECT, Direct Mail or Google Display Network interact with me on Twitter and at https://www.yelp.com/user_details?userid=8V_hKizQNP48NQ0g9M7_MA
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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