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What rules of thumb can you give for developing a campaign?
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Effective promotional campaigns are typically those in which the sales aid and all forms
of print promotion share similar graphics and copy … and which prominently feature a message that
is unique, believable and relevant.
When print promotion complements the sales aid, physicians are more likely to be reminded of the sales
call and the product being promoted than with a campaign in which there is no synergy at all. In
effect, print helps leverage detailing at a fraction of the cost when a unified campaign is in place.
Importantly, the sales aid and all forms of print promotion should prominently feature the same message.
In all printed material, make sure that the eye follows a logical pattern that leads to the product name.
Also make sure that ads communicate the main message within 2 to 3 seconds of viewing.
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Do's and Don'ts
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Do's
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Develop sales aids and ads that have identical graphics and headlines.
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Keep the major selling statement simple … easy for rep to say!
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Pretest messages for believability, relevance and uniqueness.
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Whenever the opportunity allows, use words like "new," "unique" and "only" in the headline of promotional material.
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Pretest the sales aid with physicians and sales representatives.
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Dont's
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Don't underfund an ad campaign by stringing it out so that spend levels are below monthly thresholds.
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