You’ve launched your campaign and the phones are ringing – and among the many calls you’d hoped for are those you least expected. Some reactions are anticipated, some will leave you gobsmacked! These are a few that caused our heads to turn:
- To capitalize on the DTC campaign, a physician invests in a local advertising to promote his practice and the new procedure; when interested patients with no contraindications or insurance issues contact the physician he convinces them to have an alternative procedure.
- After being refused an elective procedure by a physician who promotes performing the procedure, consumers go to chat room sites and ‘teach’ each other the questions and responses to ensure getting what they want.
- A non medical group successfully discourages physician adoption of new and safer techniques because of the implications to the group tenets and governance.
- Advertising is dropped by a broadcaster because of one complaint received from a listener about the use of anatomically correct terms in the description of the procedure.
- Competitors began advertising their unrelated products with our message.
Plan to be surprised from the most unexpected of experiences. And remember to chuckle at the things you can’t control. Comments welcome.
(c) 2010 pH Consulting