Production in your brand’s elder years

When your brand is on its way out…

Your drug patent is ending, so what do you do? You use the available resources you have and you sell, sell, sell. There are plenty of paper mediums that you can use right now that can help you make those final years and months matter.

• Printing these days doesn’t cost a pretty penny like it used to, especially when you are printing a smaller run and decide to print digitally. So look for the best price. Agencies can help facilitate this process as they are the most familiar with the best of the best. Don’t jeopardize quality! If you spend your time at the beginning of a job looking for that best price/quality print, you can save a lot of money in the end. Get help, though! You’re probably not a printing expert, it’ OK to ask your brand partners.
• If you want to have your sales aid or mailing series be noticed, then you are going to need it to visually stand apart from the competitor’s pieces. Think about flocking, embossing, or foil stamping. Maybe a special fold could do the trick. If it is something no one has ever seen before, it might be special enough to get the doctor’s attention. For a little extra money, you can make something very special that will definitely stand out from the crowd. Doctors are human. This is often said, but rarely digested. They are influenced by the unusual just like you and I. In the end, the content will still mean the most. But, grabbing attention is half the battle.
• Know what you are selling and who you are selling it too. If you know your market, you will be able to get the message across in a more effective way. Not every doctor reads the ads you place in magazines. Some might need to be detailed from a sales aid, and some won’t let reps in the door but will gladly look at a mailer. Make sure you are covering all different print mediums, and you will be sure to get your message across.

Taking the time to find someone who can get you the best price and product will make your brand memorable. Then who knows what could happen before your brand is gone?