Anatomy of Health Care Promotions

be more personal. “Good choices include colorful pens, mirrors, drinkware or manicure sets,” Sherrill says. “My rule of thumb was always, if it’s useful and fits in a handbag, it’s probably a good fit for the campaign.”

The message of the promotion, too, can appeal to women, advises Jim Espinoza, co-founder and president of Medi-Facts, a division of Shepenco, in Shelbyville, Tenn. Build a message of caring and nurturing, he advises, and then select a promotional product. “The message should explain in common terms how this particular item supports the message, not how the message supports the product,” he says. “This is key to appeal to a woman’s sense of care by appealing to her intelligence and not insulting it.”

Looking In. Hospital organizations are also focused heavily on an internal audience of staff, volunteers, hospital auxiliary and board members. “Throughout the year, hospitals are in various phases of preparation for credentialing surveys,” Sherrill says. Often, they incorporate staff incentives to increase participation. Hospitals also observe a physicians’ day, nurses’ day and hospital week with celebrations that usually include gifts.

Outreach programs are a big part of medical centers’ marketing, as well. Among this segment are health fairs, cause-related races and other community events. Nonprofit groups such as March of Dimes, American Cancer Society, American Heart Association and others often sponsor events at which hospitals may exhibit to drive core-line products. For instance, they may offer cardiac-risk profiles at a health fair in February, which is National Heart Month, to advertise the hospital’s heart services. “For all of these events, the promotional products tend to be inexpensive since the quantity is so great,” Sherrill adds.

Backyard Beginning. You may have a large, untapped market for health-related sales in your existing client base, suppliers suggest. “I think most distributors would be surprised to find what is already in their hands,” Espinoza says. “Once they have practiced and honed their selling skills with these clients that they already know, [they should] get out there and add new health care and fitness clients, too.”

“Start in your backyard first,” Thackston recommends. “Try your local doctors, dentists, hospitals and assisted-living/retirement homes.” Once you get in the door, offer free samples of everything from branded uniform apparel to promotional giveaways and accessories that will bring the prospect logo- and name-recognition. Incorporate a cohesive company theme based on color and overall professional appearance.

Before writing up that first order, make sure you’re seeing the whole picture. “Sit down with your clients first to discuss their entire medical apparel, accessories and promotional needs — this may mean multiple departments and individuals — to gain the entire scope of your potential selling options,” Thackston advises. Then you can narrow down budgets and formulate a plan based on categories, quantities, order frequency, colors, sizes and special requirements by department and product need.