A leading designer and producer of high-impact dimensional marketing solutions, Structural Graphics’ high-profile pharmaceutical clients include Merck, Pfizer, GlaxoSmithKline, Bayer, and Johnson & Johnson. The Essex, Connecticut-based company has found pharmaceutical companies are willing to spend extra money on attention-getting devices, such as 3-D advertising pieces, as well as promotional products and premiums.
“Physicians and health-care professionals are bombarded by a tremendous amount of daily direct mail clutter,” said Michael Dambra, vice president of marketing at Structural Graphics. “Relatively speaking, there is a limited target of doctors and specialists out there, and the time they have available for detail representative visits, medical education conferences and even promotional pieces has shrunk considerably in recent years.”
Dambra emphasized capturing the physician’s attention is paramount. “If you can’t do that, you can’t get your message across,” he said. “Evidence has shown that unique promotional packaging has higher retention rates and increases the response percentages—all of which lead to increased ROI.”
When it comes to the pharmaceutical arena, Structural Graphics’ mission is to fascinate, educate and motivate. “When we fascinate, we’ve captured the readers’ attention. When we educate, we’ve held their attention long enough to deliver the client’s message, and when we motivate, we have accomplished the first two steps in a way that prompts the recipient to respond to the call to action,” explained Dambra. “When we accomplish all three, the ROI numbers reflect it.”
