Healthy, Wealthy & Well
HEALTH-RELATED MARKETING messages may be among the most persistent and ever-present of the modern era. Lose weight, eat right and quit smoking. Get six-pack abs, remember to wash your hands and watch out for restless leg syndrome. Try this new form of diabetes testing, this new multivitamin or this new sleeping aid.
The list could go on forever, and while it's good to know there are so many causes in need of marketing, as a distributor of promotional products, you're likely asking yourself more pertinent questions. Namely, who are the people trying to get these messages out there, and how can I get them to buy from me?
A complete answer would be as lengthy and numerous as the list of side effects in a pharmaceutical commercial, but if you're thinking of selling health and wellness products, here are a few markets worth considering.
SCHOOLS AND UNIVERSITIES
Joe Hoffmann, marketing director for Jetline, Mount Vernon, N.Y., named schools and universities as one of the better markets for health and wellness products. He explained that such institutions frequently engage in health-related giveaways, for example distributing branded hand sanitizers at new-student orientations. A major benefit of these programs is they often become annually repeating orders, filled year after year as students come and go. Hoffmann also noted university bookstores or other school booster efforts as options to consider.
Hoffmann stated in his experience, one of the keys to selling products to a school is matching the item's color to the institution's. "It's very important to have color that's associated with whatever the school or university has," he said. "We've found a great deal of success on certain products that we've expanded color palettes on, and it's all in the school and university markets."
Like schools, retirement communities and other elder care facilities will run programs to promote the well-being of their residents, often with greater emphasis given the number of health issues that can arise with age. "They are very large buyers in the marketplace right now," said Hoffmann. He pointed out that not only is this market growing, and likely to continue doing so as the baby boomers head into retirement, it is also one that he's found to be largely insulated from the recession. "People need to be taken care of at the end of life, and I guess that's maybe someplace people are less likely to make cuts," he suggested.