For distributors and the markets they sell to, it’s a delicate dance. On one hand, distributors are expected to know a market inside and out to provide the absolute best solutions. And on the other, they need to actively diversify their client base – the wisdom of which has once again been proven by the events of the last few years. Distributors must broaden their knowledge and go deep when it matters most.

So let our annual Big Markets guide help. We take a look at five of the biggest markets for promo, and offer the top-down view as well as surefire strategies from distributors and winning product picks. If you’re looking to get into a new market or drive your success in a current one, we have you covered.

While PPE drove distributor business with promo healthcare clients at the onset of the COVID-19 pandemic, there’s been a return of demand for more traditional promo items – drinkware, writing instruments, wearables – to this $4.3 trillion sector.

A thriving industry, McKinsey & Company says healthcare profit pools will rise to $790 billion by 2026, up 21% from 2021. Meanwhile, new niche opportunities in the market – the second largest for promo – continue to expand for distributors, such as with the growing $30 billion telemedicine division.

Notably, securing adequate labor levels figures to be a continued challenge for hospitals/post-acute care centers and physician practices, among others, making merch-driven employee retention and recognition initiatives of prime importance. Attractive packaging – ASI Media’s 2022 Product of the Year – can help enhance the impact of these initiatives.

Ashley Moss, a marketing specialist at Top 40 distributor Geiger (asi/202900) who works with healthcare clients, says that “helping hospitals find ways to make their workers feel appreciated is a big opportunity for our industry.”