Gift Subscription Programs

GENERAL INFORMATION

Overview

Building brand and product loyalty doesn't happen overnight. It's an ongoing process using many channels to promote an understandable, loyalty-enhancing message consistently and frequently.

The Sponsored Gift Subscription Programs with the journals of the American Heart Association offer companies an innovative, cost-effective, yet subtle marketing opportunity to reach and influence members of its target audience.

By sponsoring gift subscriptions, your company provides a very valuable information tool as it demonstrates its commitment and dedication to the medical field. At the same time, your company gains exposure and heightened visibility to its target market -- a potent combination that is sure to influence the decision-making processes of the healthcare professionals who drive your pharmaceutical sales... now and for the years to come.

How the Gift Subscription Program Works

Your company provides gift subscriptions to any AHA Journal on behalf of your target audience in coordination with your marketing plan. Your company will pay a discounted rate per subscription.

In return, your company will receive greater, more enhanced:

MARKET RECOGNITION AND VISIBILITY

• Your company's corporate logo and the words, "Compliments of [your company]" will appear as a banner advertisement on the front cover of each issue in the subscription.


• Enclosed in the first issue will be a letter from the Editor introducing your company as a program sponsor and lauding your company's longstanding commitment to continuing education.


• Your company will receive even greater recognition from the Editor through a specially written editorial announcing the program and thanking your company for their generous support of the AHA and its journals.

PROMOTIONAL AND SALES OPPORTUNITIES

• FREE four-color symposia advertisement in the journal's convention issue.


• FREE list research/management of your company's or a Lippincott Williams & Wilkins (LWW) list of fellows or requests.


• Add sales and/or educational materials to the journal polybag mailings.


• FREE mailing list for use by your company's sales representatives in managing their territories.


• Bundle print gift subscriptions with online gift subscriptions.


• Discounted subscription rates for your company's sales representatives and researchers.

PROGRAM SUPPORT AND CONTROL

• LWW, rather than your company, will handle all attendant customer service and subscription fulfillment for the journal.


• Your company will be allowed first right of refusal on renewing the program for subsequent years.

Benefits to ABC Pharmaceutical Company

Sponsoring a gift subscription program offers a smart, relatively low cost, and seamless entree into your marketplace. Consider for a moment these specific benefits and advantages:

AFFINITY AND ACKNOWLEDGEMENT FROM THE FIELD
Aligning itself with a premier, high-impact journal published by the American Heart Association, your company easily and visibly positions itself with medical leadership as well as editorial excellence.

Further, your company will enjoy the acknowledgement from the AHA and the journal's Editors of your company's support in helping to ensure that today's drug research becomes tomorrow's treatment.

PROMOTIONAL REINFORCEMENT AND MARKET GOODWILL
With each and every issue, your company can introduce new concepts or reinforce current promotional messages directly into the information-hungry hands of its target audience. Your company can then combine its subscription marketing efforts easily with any new or ongoing public relations activity to achieve optimal reach and frequency.

Further, your company will gain the appreciation, respect, and loyalty of its target audience for providing them with one of the best information tools within a customized continuing education program.

BRAND/PRODUCT AWARENESS AND POSITION BUILDING
Your company will be able to accelerate awareness and usage of its cardiology product line - for the short as well as long term - within a highly respected medical information forum. This will help ensure that your company remains at the forefront of the target audience's prescribing habits.

Further, with a gift subscription program in place, your company will continue to strengthen its position as one of the leaders in cardiovascular and cerebrovascular medicine.

For additional information, please contact:

Lippincott Williams & Wilkins
Carol Bak
351 West Camden Street
Baltimore, MD 21201-2436
Phone: 410-528-4163
Email: cbak{at}lww.com