Prescription Promotions: Questions about breaking into the health care industry answered

By Ashley Chiaradio

Sidebar #1

Doctor’s orders

To revive your health care sales, Chris Flynn,

national sales manager for Fields Manufacturing, St. Cloud, Minn. recommends thinking outside of the box. “I have seen an interesting use of a non-health care related item used at a health clinic,” Flynn said. “This health clinic was reaching out to local businesses promoting their drug screening services, so they handed out our Item #430 Tape Measure with a Level to all prospective local businesses. The piece included their logo and information, but included the tagline, ‘Are Your New Hires On The Level?’ I thought it was a fun and creative use of a different item.” Flynn also explained that he has seen trends in products that help employees stay healthy. “We are seeing many projects that are geared toward employee wellness programs. Most are incorporating an information piece along with a functional piece,” Flynn said. “With Fields products, it could be a pedometer and a pocket

calendar to track your workout activity, or a pocket slider and a salad shaker to promote healthy lunch habits. Most all of these projects are creating a call to action. The functional side of these pieces really makes them stand out from other programs.”

Selling promotional products to the health care market doesn’t have to be a headache. We spoke to George Klare, national account executive for Proforma Design Management, Alvarado, Texas, to learn how to get health care clients, how to keep them and more.

Promo Marketing: What kind of promotional and print work do you do for the health care market?

George Klare: We are currently involved in both print and promo for health care companies. The items vary from PR events, employee recognition, patient printed materials explaining their procedures, hospital information, post care information, surveys … so on. For instance, the PR materials are usually distributed in a geographic area near the hospital. So it’s easy to pick a facility when given the option if you recognize the name from the events being held. They also promote their ER services too, which allow folks to visit when it’s not a serious accident (broken arm, leg, infection.) That allows the hospital to then internally refer physicians that are affiliated as well.

PM: How did you break into the health care market and get your first clients?

GK: Our first account started with cold calling a local hospital. They became a client and through that relationship building and calling other facilities in the local area.

PM: What is some advice you have for others trying to break into the health care market?

GK: I would honestly recommend attending health fairs that are advertised. Typically, you would meet the person in charge of marketing for those events and would allow you to get face-to-face time, and see what their level of interest may be.

PM: How has the Affordable Care Act changed health care marketing, if at all?

GK: We haven’t seen any negative downturn of business due to this at this time. We also haven’t heard from our sources that anything has been shut down due to the change.

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Ashley Chiaradio Author's page

Ashley Chiaradio is the Senior Content Strategist at Total Retail. Ashley has been creating content for more than 7 years, and provides a unique insight in covering the retail industry having worked directly for retailers in the past. She’s passionate about profiling women leadership in the space.