The Prescription for a Healthy Marketing Campaign
We also introduced the book through our wholesalers. We will be sending an e-mail announcement to our e-mail newsletter subscribers … [and] an e-mail blast out through a purchased list from the American Medical Association. We will contact all major brain injury
organizations and other professional
organizations that deal more tangentially with brain injury in order to make them aware of the book and offer them bulk sale opportunities for members. We conduct linking campaigns. Upon publication, we send free review copies to all major journals and trade magazines that cover brain-injury rehabilitation.
At this point we will then re-evaluate what is working, what is not, and re-analyze who has actually been purchasing the book. We may find audiences we did not contemplate having … we may find that a lot of lawyers are buying the book, as it is helpful for them in brain injury litigation cases. Or we may find it is very popular among neuropsychologists working in rehabilitation. We want to better understand our consumer and then create a campaign that speaks
directly to them. BB