Objective:

To develop a series of direct mail incentives that would help encourage doctors to respond to key education mailings.
To increase awareness of a new release in pain management.

Solution:

With our understanding of the minutia of the Medicines Australia Advertising Code, we were able to suggest suitable items to support the DM program.
From the code, relevant items, we suggested three that were suitable for the direction of the mailings:

1. Clinical Posters: showing the many areas of the body that are affected by pain

2. Video Brochure: key insights from a specialist

3. Brain Model: the effect of pain on the brain’s function

Each of these items could allow the doctor to discuss pain with their patient and support areas of diagnosis relevant to the drug.

Results:

The client was thrilled with the response to the mailings. The average response to these three mailings was over 20%. The total cost was more cost-efficient than a sales force, and more doctors were reached with the message than could ever be supported by a sales force.