Direct Response Over Video (DROV)

Interesting post over at Media Post Video Insider.

There has been activity in direct response from medical device organizations as a way to drive product placement. You can see this every time you see Wilford Brimley and Liberty Medical. The response can be an 800# or online with a program specific landing page. The writer, Eric Frachi, raises a few good questions, first among them is whether there will be a movement to online video vs. TV.

Good question. If you can target through an ad network focused strictly on health, I think it would work well on a number of levels and would certainly be more cost effective than TV.

Second is the landing page. MarketingSherpa has been my go to resource and is an excellent reference for optimizing landing pages.

I think we're closer to full DROV than he may think. Some enterprising DME or supply company will get there first and likely very soon.
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