The Curse of Know-Nothing Marketers
Russell looked around and saw everybody busily scribbling down these hard diamonds of wisdom coming from the dais. A-B Split Test! Wow! That's brilliant! was the reaction throughout the room.
The A/B split has been around for 100 years. It is the very first thing a direct marketer should learn—either in school or on the job.
"The Holy Grail of direct marketing," wrote entrepreneur-consultant Don Nicholas, "is the single variable test."
Ask a room full of marketing conference attendees today to define the single variable test (as opposed to the multi-variable test), and my bet is maybe 20 percent could make an intelligent stab at the answer.
"What is amazing," Perkins said, "is that these people are unapologetic about what they don’t know."
These are the kind of ignoramuses working in marketing, especially for big pharma and Wall Street.
About Pradaxa and AFib
More than 2 million people suffer from atrial fibrillation, a condition where the upper heart chambers are not coordinated and beat in an irregular and fast rhythm. If left untreated, AFib can be lethal. Among the various treatments: pacemaker, electric shock and surgery.
The standard medication for atrial fibrillation is warfarin (Coumadin), a blood thinner designed to prevent clots. Forbes blogger Matthew Herper describes warfarin as “a 60-year-old drug with the same active ingredient as rat poison.” A warfarin side effect is high susceptibility to stroke.
The results of a recent clinical trial showed Pradaxa to be far safer than warfarin. The manufacturer of Pradaxa—Boehringer Ingelheim Pharmaceuticals—wants to start recouping the tens of millions of dollars spent on research and development. It is imperative to get the word out fast to AFib patients, scare hell out of them about the dangers of warfarin and promise the salvation of Pradaxa. It is hoped that the P.R. and ad blitz (including a TV campaign that kicked off during the Kentucky Derby broadcast and running on Network news programs) would generate so much buzz that the phones of cardiologists everywhere would start ringing off their hooks and put warfarin out of business.