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.”