Start Clients Off Right With a "Starter Kit"
Mark Hollander shares a Patient Starter Kit from drug manufacturer Shire on his Group8020 blog (great company name, btw). The "Kit" consists of:
- 16 page, full color booklet with basic information about the disease state
- An interactive CD-ROM that plays on both Windows and Macs (thelatter representing a smart marketing decision. In the US, Applerepresents two thirds of all new computer sales)
- An ATM-like card to be used at local pharmacies for a free 30-day trial of the product
- Standard P.I. insert
According to Mark, "Theprocess of converting the “concerned and curious” to new customersbegins immediately. The right front page prominently displays aserialized card used for enrollment in the 30-Day trial."
Some other really cool things in the kit (for an ADHD drug):
- “Success Tracker” to chart and reinforce a child’s improvement in tasks that had previous proven difficult
- Recognition Certificate for the child - we’re assuming it works onthe principle of “accomplish so many things and your reward will be..”
- Household Organizer Chart - for both child and parent, bringing a little structure back into home life
Put aside what you think about how drug companies market for a moment, and think about this instead:
What would a New Client Starter Kit look like for your firm?
Would it have basic information about the area of law concerning theclient?
Would it contain links, scanned articles and documents (likequestionnaires and forms) on a CD-ROM that would work on both Macs andWindows PC's?
Would it contain photos of your office, including theoutside of your building and the parking lot, as well as pictures (andbios) of all your staff?
Would it contain a FAQ?
Would it be cool?
If you're looking for a project this month, perhaps building a New Client Starter Kit should make it onto your short list.