Launching a new product without TV and on smaller budgets
With DTC spending down by double digits a lot of DTC marketers are going to be facing the reality of doing more with less next year.
By on Sep 27, 2009With DTC spending down by double digits a lot of DTC marketers are going to be facing the reality of doing more with less next year. Someone recently asked me "can you launch a brand online?" and my answer to that is absolutely. Not only can you launch a new pharma product online but I can reach more people online and get a better ROI through interactive than with ANY other channel.
Some of you who read my posts might be saying that there is no way that you can launch a new drug online but I am here to say that in fact it CAN BE DONE if you have the dollars to do it which could be a fraction of the cost of using TV and print. Here are some broad brush strokes of how it can be done:
For Consumers
1. Take the message to where you audience is online via RICH media. I would have a lot of interactive banners that are actually macro sites, each with a different message for different segments of my audience. In addition I would rotate the banners so that people coming back to a specific site get exposed to different messages. Develop online media plan that ensures great reach and that consumers get the message.
2. Search Engine Optimization: 100% share of voice during launch
3. Facebook page to bring people together around the disease state and share information.
4. Influencers: Listen to them and get them talking with others.
5. Content on every top health portal: Content that is easy to read and talks to people in a human voice.
6. CRM program: Research what audience values and offer it to them via CRM and then convert them to influencers. Don't sell the product..sell how the product solves patients problems.
7. Ask the health care expert via Twitter with links from product.com
8. Product.com website-lean but effective with content that easy to read and understand.
For HCP's:
-Sponsor CME around disease state on all major CME sites.
-Portal pages on all major HCP pages with real information rather than promotional information
-Three minute details via online RICH media. At the completion of the videos the HCP would fill out a form to get samples sent via UPS. Match list against target physicians to ensure 100% coverage of target audience.
-Customized patient education can be eMailed or printed at the office. HCP enters patients first name and eMail and DTC material is printed talking to person in first person.
-Links to journal articles online for physicians to get information. Do the homework for them so they don't have to spend a lot of time searching for information.
-Insurance coverage: List of what insurers are covering your product and which are not.
-Offer HCP's a peak at your market research with consumers. Every time I talk with a physician they want to know more about consumer market research. Why not let them in on what consumers are saying about your product.
These are just some very easy implementable ideas but I still believe that I could launch a product online and get a hell of a better ROI than other channels. One day pharma will ask someone to do and although it's a lot of work for me this would be a lot of fun and worth every 10 hour day !