PM: What do you think the key to a successful health care promotion is? Why?
GK: Our promotions always include new ideas from our MVPLP’s and PLP’s [preferred limited partners]. They help us win programs by using their internal marketing tools, as well as our Proforma Marketing Initiatives that showcase our products and services. Our MVPLP’s and PLP’s are on board with Proforma 100 percent. They do free virtuals with our customers’ logos. They often provide almost no-cost spec samples when needed. They will do whatever it takes to help us bring them more business. I’ve had our PLP’s meet at their office to showcase products and meet for apparel offerings. You just have to ask.
PM: Are there any products that are more popular than others in the health care market? If so, what are they and why do you think this is the case?
GK: Apparel is definitely one of the top items. Employees that aren’t directly involved with patient care often wear logoed items and the PR events provide screen-printed shirts to various organizations. Visual brand is very important in making choices in your health care.
PM: Why is visual branding so important in the health care market?
GK: It’s like driving down the highway and your kids see the “golden arches” of McDonald’s. We are very visual as adults too. We see a logo, and we recognize that it’s part of a place you drive by often and then when in need, your brain is already programmed to go back to that place that it associates with whatever that need may be in health care.
PM: Do you have a favorite health care promotion that you’ve done? GK: We love using Jetline and Tekweld with presenting items. They both bend over backwards to ensure we have virtual presentations [and] product samples, among other services that include personnel CSR/sales support.
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.