Finding Room for Creative Promotions in the Health Care Market
Just because something like health care is rooted in science doesn’t mean there isn’t room for creativity. When your clients are in health care or other human services, it’s possible to find ways to get creative with your promotional and print offerings, and combinations of the two.
Beth Vosmeier, owner and marketing consultant at Visual Print Solutions, Maple Valley, Wash., found ways to implement promotional items into her print business, which mostly catered to health care clients. Finding the right combination created ways for clients to advertise their programs and plans, while giving potential customers or existing patients a product to keep their logo top of mind.
Promo Marketing: How did you first start selling print and promotional products together and why was this the right move for your business?
Beth Vosmeier: I was a sales rep for a previous company. I advocated for the company to do this. It was 2000. I started my own agency in 2010, and have always offered both.
PM: Can you tell us about a promotional campaign you’ve worked on that blended both print and promotional products?
BV: I am a HIPAA-certified print broker, so I have merged both for several Medicare companies. We offered health options for the end-user, such as a pedometer, pill cases and a book you can track your medicine in. The print side was the sales side to encourage new sign-ups to the plan, and then we sent out benefits package information.
PM: How did you choose the particular collection of products for this application?
BV: I focused on the end-user, [and chose] something to stand out from the competitors in the space, all while paying close attention to the budget.
PM: How did the combination of print and promotional products specifically solve the customers’ needs?
BV: It increased brand loyalty and gave them a sense of connection to the brand.
PM: Did you run into any roadblocks working on this campaign? If so, how did you overcome them?
BV: HIPAA causes certain issues with data protection, and then there is the issue of government-allowable spend per client acquisition.
PM: What advice would you give distributors looking to work on a similar project?
BV: Reach outside of the normal channels. Find some creative ways to incorporate products into the campaign.