DM Helps Health Start-Up Compete

Share this content:
Pharmaceutical start-up Global Health Alternatives is placing its flagship product on the same store shelves as established drug companies thanks to the exposure generated by direct response media.


GHA, a subsidiary of Natural Health Trends, Portland, ME, will include an insert for its over-the-counter Natural Relief 1222 arthritis medication in a national new product mailing by Publishers Clearing House next month. Although exact figures were not disclosed, GHA president Joe Grace expects the mailing to reach millions of households and allow his company to build brand recognition and market share more efficiently than mass-market pharmaceutical giants.


"Because of direct marketing, we can buy media affordably and are able to compete with the big companies," Grace said. "You have to be smarter and more efficient. Direct marketing is our way to have the same kind of impact for a small percentage of what they are paying."


Jim Hanson, director of general merchandising for Publishers Clearing House, Port Washington, NY, agreed its their monthly new-product mailing is targeted specifically to the mature customer base GHA is trying to reach. It has placed an advance order for 12,000 units of Natural Relief 1222 and requested the company to maintain reserve inventory of 6,000 units.


Publishers Clearing House drops new-product mailings at least once a month and according to Grace will continue to include a product as long as it is selling. The number of new product offers varies by mailing and Publishers Clearing House doesn't guarantee category exclusivity.


GHA rolled out Natural Relief 1222 last summer with a two-minute DRTV spot featuring dancer Donald O'Connor that it broadcast for four months to build brand awareness before introducing the product at retail.


A Publishers Clearing House mailing also helped build brand awareness for the ThighMaster product Grace marketed while with a company called Body Solutions.
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above