Integrated Multichannel Programs

Variable Data Printed (VDP) personalized direct mail + Variable Data Communications (VDC) micro-sites

Now it’s personal! These programs feature engaging direct mail and HTML tactics personalized in text and graphics for increased relevance and performance. Typical VDP/VDC programs net a 10%-15% response rate versus the industry direct mail average of 1%-2%. Vehicles contain a compelling call-to-action and pURL (personalized URL) that drive to personalized micro-sites offering varied utility based on job scope. D&R LATHIAN micro-sites can be as simple as an electronic reply card or can include layers of content, survey questions, and more.

VDP/VDC programs represent smart integration of physical and virtual marketing tactics, are fast-to-market with only a 6-week production schedule, enable you to collect attitudinal data, leverage other approved assets, and provide opt-in for support and response metrics that can be monitored, tracked, and analyzed for future initiatives.

Variable Data Printed (VDP) personalized direct mail
+ Variable Data Communications (VDC) micro-sites >

Print-On-Demand Storefronts

Programs provide a cost-effective and timely way for users to deploy approved content and vehicles as needed to target audiences based on their preferences, attitudes, interests, and needs.

The sales force can be empowered with access to a program that enables them to follow up a call or detail with a regulatory-approved, print-on-demand mailer pertinent to the topic he or she just discussed with a health care provider, making the touchpoint more relevant. We like to think with storefronts we make nonpersonal promotion personal.

Brand teams can also empower physicians with access to a branded storefront that enables them to personalize branded inventoried items for their practice, such as disease-state/condition and treatment-focused educational newsletters or flyers, patient education tools (therapy trackers, journals), and treatment/check-up reminders.

Print-On-Demand Storefronts >

High-Impact Direct Mail + QR Codes

D&R LATHIAN QR (Quick Response) Code programs represent a persuasive, fast, and effective way to bridge from high-impact mail to an online asset that your target audience – professionals and consumers – can access via their smartphone (Blackberry, iPhone, etc).

A full 72% of US physicians now use smartphones, according to Manhattan Research’s Taking the Pulse report, which tracks physician adoption rates of various information technologies. QR Code programs present both a physical and virtual opportunity for targeted health care providers to connect with your brand. Your targets can link immediately from a mailer to your professional or consumer Web site, a D&R LATHIAN electronic reply micro-site, a mobile-platform eDetail, your MOA, KOL, or patient case study videos, or your Epocrates content, with just a click of their smartphone camera!

Typical engagement rates run between 8% and 20%, though rates have been as high as 48% based on content and offer.

Ready to QR with DR? >