Why it works

Applies 8 proven dialog marketing methods  

1. Corresponds person-to-person 
Personal correspondence from the marketer, properly
written, invariably engages a good number of doctors. 
With DoctorsDialogs, doctors willingly engage in
exchanging clinical information with the marketer on
the value of using the product.  This exchange benefits
the doctor, the marketer, and other doctors.

2. Invites Doctors to share opinions
Doctors like to express their opinions.
When doctors invest in responding to questions:
--They increase comprehension and recall
--Their answers are highly positive
--Most say they will try the product
--Most then try the product

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3. Shares aggregate opinions with all doctors 
Doctors want to know the opinions of other doctors,
and want to know how others use a product.  When
a doctor learns that others' aggregate opinions are
positive and that a large number of others intend
to use the product, the doctor will tend to try the
product. 

Research and ROI analyses support this (see 4., below).

4. Lets positive feedback influence doctors
New research shows that the opinions of a significant
number of people can have more effect than the opinion
of an “influential”.

“Cascades of influence are driven not by influentials
but by a critical mass of easily influenced individuals.”
(Watts and Dodds, 2007)

ROI analyses of DoctorsDialogs by our healthcare clients
reinforce the research. ROI analyses show that greatest,
most lasting sales increases follow DoctorsDialogs'
positive mass feedback waves.

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5. Influences early and late majority adopters
The clinical data conveyed in the initial waves
influences early adopters.

The combined response opinions of such data conveyed
in the follow-up waves  influence the early majority.

The combined number of doctors who responded and
intend to try the product influences the late majority.
(Diffusion of Innovations, Rogers)

6. Relies on ROI-tested components and content
Effective marketing relies on what is proven to work. 
It does not rely on someone's “good idea”, unless
that idea has been ROI-tested.

DoctorsDialog components (envelope, letter, inquiry,
summary) and content (copy, typestyle and size, layout,
color) have been selected based on what response and
ROI testing says works, while avoiding what such testing
says doesn’t work. 

Mail advertising exposure tests of various types of
mailing packages show that a personalized letter
in a personalized business envelope consistently
achieves the highest content exposure (49% to 73%). 
Response content and rates, along with ROI analyses
by our healthcare partners, verify that first class
personal correspondence continually cuts through
the clutter and engages more doctors more
consistently than any other medium. 

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7. Integrates psychometrics that appeal to
physician types (MBTI®)
Meta-analysis of psychometric research indicates that
half of all physicians prefer to take-in the message by
thinking it through on their own (rather than talking
about it with reps and with others in groups). 
DoctorsDialog interactions appeal to this "think-it through"
preference (MBTI®).

Further, DoctorsDialog language is tuned to the preferences
of the predominant psychological type of each specialty (MBTI®).

8. Applies “current user” theory to gain sales
Those who are interested in information on a product
they use, know of, or may be treating with competitive
products, tend to read, respond and prescribe more readily.

For example, our healthcare partners' ROI analyses of
DoctorsDialogs aimed at high prescribers of leading
competitive products show ROI's of 1.7:1 and 21:1.

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