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You’ve Got Mail

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Product Description

Direct-mail efforts are one of the industry’s most reliable tools for targeting and reaching consumers. As e-mail has risen in popularity, the use of postal mail as a direct-marketing tool has declined. Industry experts, however, don’t believe that new electronic methods will replace postal mail. They predict that the two will be used together as part of multichannel marketing plans.
According to a report by The Direct Marketing Association (DMA), 37% of marketers surveyed indicated that their mailing quantity did not change in 2001 compared with 2000, while 71% of those surveyed indicated that they increased the quantity of their marketing e-mail. About 21% reported a decrease in mail volume, and 43% of direct marketers using postal mail indicated that their mailing quantity increased in 2001. This is a significant decrease from five years ago when close to 70% reported increases in their 1996 postal-mail volumes.

Sidebars:
Direct Mail Facts
Postal Mail vs. E-mail
Direct-to-Computer: The Next Step for Interactive, Electronic Direct Marketing

Experts on this Topic
Dik Barsamian. VP of sales and marketing, Thomson PDR, Montvale, N.J.; Thomson PDR is part of Thomson
Healthcare Inc., which publishes several other annual titles and offers numerous professional educational program
sponsorship opportunities to the pharma industry. For more information, visit medec.com.
Jay Bolling. Executive VP, Roska Direct, Montgomeryville, Pa.; Roska Direct is a full-service direct advertising agency with proven expertise in integrating brand reputation, promise, and vision into direct communications. For more information, visit roskadirect.com.
Christina Duffney. Director, media relations and corporate communications, The Direct Marketing Association, New York; The DMA is the leading trade association for businesses interested in interactive and database marketing,
with nearly 4,700 member companies from the United States and 53 other nations. For more information, visit the-dma.org.
Matthew de Ganon. Executive VP and chief marketing officer, Arcavista Corp., New York; Arcavista develops a suite of innovative software tools, called the Communicator, which helps bring companies and customers closer together. For more information, visit arcavista.com.
Lynn Gale, MBA. Midwest account manager, /alert Marketing, Sunnyvale, Calif.; /alert Marketing, a division of Jobson LLC, provides the best media for delivery of healthcare information and education to professionals and consumers. For more information, visit alertmarketing.com.
Mary Jane Garvey. Managing partner, PDQ Communications Inc., Garden City, N.Y.; PDQ’s mission is to provide an information delivery system that will enable pharmaceutical manufacturers to update healthcare professionals in a timely manner and assist the industry in its goal to educate these professionals through continuing education. For more information, visit pdqcom.com.
Kathleen Goodwin. CEO of iMakeNews, Newton, Mass.; iMakeNews is a provider of e-marketing and e-newsletter solutions. For more information, visit imakenews.com.
Lin Grensing-Pophal. Author, Small Business Guide to Direct Mail, Chippewa Falls, Wisc.; Small Business Guide to Direct Mail was published by Self-Counsel Press in 1991.
Jim Hathaway. VP, market development, Grafica.eCRM Corp., Chester, N.J.; Grafica is a full-service eCRM (enterprise customer relationship management) advertising agency dedicated to helping clients realize the full revenue potential of their customers through their life cycle — acquisition, retention, cross sell/upsell, and winback. For more information, visit grafica.com.
David Klaum.VP of sales and marketing, Fougera, Melville, New York; Fougera is one of the largest manufacturers, marketers, and distributors of a wide range of multisource topicals and ophthalmics in both prescription and over-the-counter dosage forms. For more information, visit fougera.com.
Jim Knipper. President and CEO, J. Knipper & Co., Lakewood, N.J.; Knipper is dedicated to providing a wide variety of direct mail, fulfillment, database, teleservices, and recall services for the healthcare industry. For more information, visit knipper.com.
Ian P. Murray. Chairman and CEO, Osteoimplant Technology Inc., Hunt Valley, Md.; OTI is committed to the design, development, manufacture, and sales and marketing of proprietary orthopedic joint replacements, spinal systems, trauma devices, and related instrumentation. For more information, visit osteoimplant.com.
Stephen Smith. President and CEO, Optas, Woburn, Mass.; Optas is a provider of direct-to-consumer marketing solutions
and helps marketers form profitable relationships with valuable yet hard to reach consumers. For more information, visit optas.com.
Ruth P. Stevens. President, eMarketing Strategy, New York; eMarketing Strategy assists start-up and established companies in building their customer acquisition and retention strategies through a combination of lead generation, business-to-business marketing, and database marketing solutions. For more information, visit ruthstevens.com.
James L. Weaver. President, Redi-Mail Direct Marketing Inc., Fairfield, N.J.; Redi-Mail Direct Marketing is a member of the
Redi-Direct family of companies and is a leading provider of sales and marketing support services, combining unique technology with extensive database, lettershop, and fulfillment capabilities to deliver turnkey solutions for direct marketing and fulfillment requirements. For more information, visit redimail.com

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