 |
|
|
|
|
| BiotechNiques Do you really need an ad? Creating a professional ad campaign has been a standard practice for brands. It’s been the hallmark of traditional pharmaceutical products. But suppose your brand is a biotech product that only a select group of scientists, clinicians, or investors need to learn about. Consider skipping the ad and putting your money in targeted direct marketing though email, phone, and, yes, snail mail. Ads and press releases are placed in mass media. They create awareness, not action. If you want a core group of people to act— to use your agent or assay, join your trial, invest in your research, then you need to ask them to do so. That means emailing them, calling them, and writing them a real letter with a stamp, #10 envelope, and your honest-to-goodness signature. Outlay is small. Response is measurable. Not bad! If your target audience is limited (say, 750 people or less), it’s
possible for you to develop a personal relationship with every one
of them through email, phone, and mail. And nothing markets a brand
better than that.
|