Vertical Market Focus: Healthcare + Wellness

Heart healthcare bright red heart stethoscope

Heart healthcare bright red heart stethoscope

“Keeping hearts beating gets our hearts pumping.” –American Heart Association

In February the American Heart Association reminds us to fall in love with health all over again. Coinciding around Valentine’s Day, health awareness and patient outreach campaigns like American Heart Month provide the opportunity to educate patients and strengthen brand awareness for healthcare providers (HCPs). This is one of the many reasons why a steady inventory of branded promotional products should be part of every healthcare marketing plan.

Here, we’ll look at types of healthcare markets (buyers) that fall within the healthcare umbrella, the changing patient experience (end-users), and the role of promotional products and branded items.

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Metal ballpoint pen with a soft-touch rubberized finish.

Types of Markets within Healthcare

Outside of hospitals and doctors, there are several types of markets (potential buyers of promotional products) that contribute to a healthy community. Potential markets within the healthcare vertical include:

  • Assisted Living Facilities
  • Chiropractors
  • Clinics
  • Dermatologists + Skincare Facilities
  • Group or Individual Practices
  • Health Educators
  • Homeopathic Practitioners
  • Hospital Systems
  • In-Home Care Providers
  • Insurance Companies (i.e. Payor Groups)
  • Medical Groups
  • Nonprofit Groups (i.e. Alzheimer’s Association)
  • Nutritionists
  • Pharmacies + Pharmacy Benefit Management (PBM) Companies

The Patient-Provider Experience is Going Mobile

Google researchers found that 44% of patients who searched for healthcare providers online booked an online appointment.1  In addition to patients being more mobile, healthcare providers have increasingly more mobile tablets and touchscreen devices in their offices, allowing them to access patient information or order lab tests at the swipe of a screen.

business-care-clinic-1282308

With the increase in mobile healthcare apps and mobile HCP-patient communications, one promo product feature that comes to mind is the stylus for touchscreen devices.

Simply Put, Promotional Products Work

The opportunity to provide useful branded items that have staying power is definitely there for healthcare. According to consumer research, promotional products are the most highly regarded form of advertising—even surpassing televised ads.2 And while health interests/needs may changes with age, the staying power of promotional products appears to remain constant. From Millennials to Baby Boomers—researchers found that the average household owned 30 promotional products.

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Bowie Softy w/Stylus ballpoint pen (item #MHX).

Resources for Distributors

Case Studies & Blog Content. Download case study #11 to see how one hospital put promo products to work for their brand during American Heart Month. To see how one hospital group localized their branded promo items, download case study #6. And to read more about spreading awareness for a cause, read our earlier blog about using promotional products as part of an awareness campaign.

Free Stock Backgrounds. Need a background? No problem! Access our free SimpliColor® background themes, including artwork for healthcare, for a fast, easy design experience.

National Health Campaigns. There are a number of healthcare-related campaigns that take place throughout the year. Listed below are a handful of events that you may want to add to your client calendar.

  • American Heart Month: February
  • National Doctor’s Day: March 30, 2019
  • National Dental Hygienists Week: April 6-12, 2019
  • National Nurse’s Week: May 6-12, 2019
  • Alzheimer’s & Brain Awareness Month: June
  • Breast Cancer Awareness Month: October
  • Men’s Health Awareness Month: November (aka, Movember)


References: 1. Google Research: The digital journey to wellness study, 2012. 2. ASI Global Advertising Impressions Survey, 2019. 

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