The card begins playing a greeting when it is opened. It welcomes the recipient and gives some general background on the Pharma brand and the medication under discussion. All of the scripts are provided by the client and may explicitly (or implicitly) showcase the brand’s commitment to communicate and hear from valued customers. The audio may be recorded by voice talent or can use state-of-the-art synthesized speech (like Alexa). Using synthesized speech facilitates easy modification by the client of the scripts (up to the last minute before the card goes to press) and also reinforces the association of the card with popular smart speakers.
The agency or brand can use as many or as few of these categories as they wish to deliver the desired information.
In addition to selecting a sub-menu item, the user can say “go back” to navigate up to another subject at any time. Similarly, saying “more info” takes the user to a call to action. Depending on the parameters of the campaign, the user can be provided with a toll-free number to call or a Mail-Back or Fax-Back card. Better yet, a Voice Express Connect™ campaign can include a prompt to let the doctor know that he or she can download the Voice Express Connect app on the iPhone or Android app store. Once downloaded the app only requires the unique ID code printed on the back of the brochure and call the doctor’s contact info will be there and the app will take the doctor directly to the information, clinical studies, sample request form or other material that the doctor previously showed an interest in.
This is what the doctor might hear when selecting “more Info”.