Real Deal Sales Program

Luitpold Sales Promotion

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TAKING THE “REAL DEAL” DIRECTLY TO THE VETS

The Animal Health Division of Luitpold Pharmaceuticals, Inc. came to LePoidevin Marketing with a challenge: Luitpold’s drug, Adequan® i.m., was losing market share to inferior, but less expensive products. Our objective became to support direct sales efforts by giving their veterinarian customers more reasons to prefer (and increase their use of) Adequan® i.m.

Adequan® i.m. had enjoyed “gold standard” status among veterinarians for the treatment of degenerative joint disease (DJD) in horses, however, market share was being taken by lower-cost, lower-quality products. Something needed to be done to reverse the trend.

Our research showed that equine veterinarians want two things when it comes to the medications they use: fair pricing and current clinical information. The “Real Deal” direct mail program was designed to provide information on both. Working closely with sales management, we devised a program wherein the customers would earn free product with purchase.

The first mailing was sent to 2,500 current customers whose past and current sales history had indicated a high-level of untapped potential. This group received a dimensional mailing tube containing a full description of the “Real Deal” sales program, enrollment information, a newsletter featuring news of positive changes at Luitpold and a pen to increase curiosity for the contents. The mailing also teased upcoming “exciting, new clinical information.”

The second mailing was a 3-D box that was sent to the same group of 2,500 customers. It contained a summary of a recent clinical study which proved that Adequan® i.m. produced superior results to some of the competitive products on the market.

The mailing program was designed to grab the attention of busy veterinarians through the strategic use of dimensional mailings. The mail packages announced the sales promotion and provided the clinical information that showed why they should be using Adequan® i.m. for the treatment of equine DJD.

The Results:

Within two weeks of the start of the promotion, over 950 veterinarians had enrolled in the “Real Deal” program. The clinical study generated a great deal of interest among veterinarians and daily sales totals continued to be higher than before the start of the program.

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