Your Marketing Can Make Your Consumers Smarter

When your goal is to build a relationship — your marketing must focus on solving your customer’s problem.

“There’s a big difference between marketing to your customer and educating him. A lot of companies believe they’re educating their consumers because they’re elaborating upon the features, advantages, and benefits of their products. What’s relevant to the consumer, however, isn’t what the company values about its own product, but what the product can do to solve a problem for him.” — www.businessinsider.com.

Customer Education Key to Brand Success

Looking for ways to make your messaging matter? Here a few tips we’ve gathered to help you craft your content with consumer education in mind:

1) Keep it short and sweet.

The influence of smartphones and other mobile devices have conditioned people to expect news and information in short, to-the-point messages. If you really want your customers to pay attention, use brief overviews and quick tips to instruct them on the important stuff. Employ design techniques that make important, need-to-know information standout and easy to reference.

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BioGen pharmaceutical sales aid.

2) Add multimedia.

Nothing supports brand messaging like good design and graphics that break down information in a way that is easy to digest. Add interest by using personalized audio and video, branded infographics and photos that are relevant to your marketing goals and audience.

Salix Pharmaceuticals used this shadow box mailer to deliver information about APRISO.
Salix Pharmaceuticals used this shadow box mailer to deliver information about APRISO.

3) Keep it real – customize your messaging to recipients and focus your message and marketing design accordingly.

Brand your business in a way that serves your customers — offer exclusive and original content with brand/product comparisons, reviews and testimonials.

"6 Things You Need to Know about Pristiq" -- a pop up mailer for Pfizer's Pristiq medication.
“6 Things You Need to Know about Pristiq” — a pop up mailer for Pfizer’s Pristiq medication.

4) Make it interactive — tie into online training programs and keep the conversation going.

Over the course of nearly 10 pharmaceutical marketing campaigns we conducted, integrating a personalized URL with a dimensional mailer delivers an average response rate of 24% (average of 9 campaigns). Tie your print campaign in with messaging online — it’s easy to do with web keys, QR codes, and pURLS, gURLS and more.

This direct mailer was sent to physicians and featured a web key leading to an online virtual webinar.
This direct mailer was sent to physicians and featured a web key leading to an online virtual webinar.

Why Does Print Work?

Print is infallible. It provides resources your audience can go back to again and again, including information related to:

  • Doctor’s instructions
  • Medication instructions
  • Access to important patient information

Take a look at some of our pharmaceutical marketing success stories and explore ways your healthcare brand can get interactive.

Questions? We should talk.

 

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