Healthcare remains a top two market year after year, regardless of the pandemic. This makes it not just a market you need to know about now, but one you need to target at all times. One positive relationship with one location can turn into a big-time partnership with entire healthcare systems. We’ll help you make the most out of your prospecting efforts by giving you the lowdown on the healthcare market itself, along with products to pitch and upcoming trends you need to know.

Who Are Your Buyers?

There are a variety of types of companies in the healthcare market. While you may instantly think of doctors’ offices and hospitals (which are fantastic prospects), you also want to consider health insurance companies and pharmacies, medical supply companies, health technology firms, medical billing companies and even health administration. You can also target specialists who often have a passion for awareness (this opens the door to even more sales opportunities). For example, a podiatrist who sees many diabetic patients may also want to promote diabetes awareness.

One really important aspect to selling to the healthcare market is to remember how connected many practitioners and businesses are to other businesses in your area. This means just one sale can result in many referrals. A dietician may work closely with a gym. A physical therapist obviously has many relationships with orthopedists and hand surgeons, but also likely has connections with local high school and professional sports teams.

Timing Is Everything: Important Events

Remember to always plan ahead and reach out to prospects 3-4 months before an event. If you don’t plan ahead, you risk allowing a competitor to close the sale. You want to be in line first, even if your contact wants to wait another month to place an order. Also, remind your prospects that they should order in advance because of current supply chain issues (something they know about because they’ve likely had issues ordering supplies for their business).

Depending on the businesses, they may have different promo items they push for. While many businesses like medical billing and healthcare software companies plan based on the calendar year, be mindful of businesses who work with children and students, because their “year” and associated activities may be more in line with the academic school year.

Awareness months represent an excellent opportunity for using promotional products. Here are just a few by month, but we recommend doing a search before you meet with a customer in healthcare to see what special months or days would apply to their specific specialty:

• January – National Blood Donor Month
• February – American Heart Month, World Cancer Day (Feb. 4)
• March – National Nutrition Month, National Drug and Alcohol Facts Week (Mar. 22-28)
• April – National Autism Awareness Month, World Health Day (Apr. 7)
• May – Children’s Mental Health Awareness Week (May 3-9)
• June – Nation Safety Month, World Sickle Cell Day (June 19)
• July – Sarcoma Awareness Month
• August – Contact Lens Health Week (Aug. 19-23)
• September – National Cholesterol Education Month
• October – Breast Cancer Awareness Month
• November – American Diabetes Month
• December – National Handwashing Awareness Week (Dec. 1-7)

Get the Conversation Started

Because the healthcare market includes a variety of businesses and organizations, you’ll want to find out what each prospect’s specific goals are. Here are just a few examples of questions you can ask to get the conversation going:

• What types of marketing do you practice to attract new patients/customers?
• Do you offer any sort of loyalty program?
• What awareness months or days do you want patients to be aware of?
• Do you have new locations openings in the future?
• How do you communicate with existing patients who need checkups or follow-up appointments?
• How do you communicate policy changes to customers?
• How do you advertise sales or specials?

What Promo Products Should You Sell?

Yes, of course the basics like pens, mugs and apparel are loved by this crew, but there are many other items you can sell. A few ideas include:

• Uniforms
• Lanyards and badges
• Lapel pins
• Personal care items
  • Hand sanitizer
  • Lip balm
• Snacks and candy
• Wristbands
• Water bottles
• Tote bags and lunch boxes – Great for hospital campuses
• Wearable tech
  • Pedometers
  • Heart rate monitors
  • Activity trackers
• Awards and recognition items – Perfect for top-performing staff members or sales reps for software or medical supply companies
• Promotional printing:
  • Postcards used for patient reminders
  • Brochures advertising specific services
  • Business cards

And one thing is for certain: The healthcare market is perfect for kitting. First aid and PPE kits are an obvious pick, but don’t forget other opportunities, like corporate gift sets for employee anniversaries, or travel kits for sales incentive trips. Customer service teams who work from home will always appreciate thank-you gifts, which can include items like reusable drinkware, earbuds, chargers and journals.

What promo products have you found to be in top demand for the healthcare industry? Let us know on our Facebook page.