Suppliers’ Thoughts on the Future of Health Care Promotions

Thoughts on the future of health care promotions from Corporatekey; Kent, Wash.

We see more of a demand for budget-friendly giveaways, as well as an emphasis on brand retention with durable, long-lasting products. We also see health care companies trying to connect brand perception with new technology trends.

Thoughts on the future of health care promotions from Natural Trends; Provo, Utah

Creative, proactive suppliers and distributors will build new sales channels in the health care market, despite the recent PhRMA code changes, while those who can’t or won’t adapt will struggle. I think we’re going to see continued strength in the health care market, despite the economic uncertainty. Our industry won’t be affected nearly as much as other advertising media types by slashed marketing budgets. Bottom line is that the opportunities in the health care market are there for those who are smart and driven enough to go after them.

Thoughts on the future of health care promotions from MediaTree; Parsippany, N.J.

With the recent adoption of the PhRMA Code of 2008, there are limited promotional items available in our industry that aid pharmaceutical companies to effectively promote their products while complying with new educational guidelines. Luckily, PhRMA will continue to support the distribution of items designed primarily for the education of patients or health care professionals if they are not of substantial value ($100 or less) and do not have value to the health care professional outside of his or her professional responsibilities. Due to strict guidelines enforced by PhRMA, any product distributed by pharmaceutical companies to health care professionals must be of educational value.

Thoughts on the future of health care promotions from Gold Bond Inc.; Hixson, Tenn.

In a down economy, the health care market continues to fare well because a large percentage of its revenue comes from health insurance and city, state and federal programs, such as Medicare. Plus, the primary target audience for hospitals and specialty physician groups is primary care physicians, and all devote resources to physician marketing.

Thoughts on the future of health care promotions from Hub Pen; Braintree, Mass.

While it is understandable that some would wish to ban pharmaceutical industry gifts that are not relevant to patient treatment or basic office operations, an outright ban of anything of any value would take a toll on any businesses dealing in promotional stationery products.

The existing federal policy establishes logical limits on pharmaceutical industry gifts, rather than a complete ban on an advertising medium that, when used within reason, creates revenue and goodwill within all industries.

Thoughts on the future of health care promotions from Logomark; Tustin, Calif.

Today, when you focusing on health care, you have to think beyond typical, traditional promotions. Rather than pursuing those meant for the masses, there is significant business to be had in targeting smaller audiences within the health care arena. For example, think about patients leaving a hospital — often with only the few items they carried in with them. Sending a patient home with a functional item, such as an embroidered blanket, provides a lasting impression that they won’t forget, even when they’re home. And it’s just another way for providers to highlight those extra steps they’ve taken to ensure the patient’s comfort through a difficult time.

Thoughts on the future of health care promotions from Promotional Products Association International; Irving, Texas

For many years, our industry used items such as ball point pens and mugs in our interactions with physicians and other medical professionals. Using such tools of our trade became a standard practice. Now that this practice has come into question and new guidelines have been issued, we as an industry must evolve and change. As advertising and marketing experts, we must recognize that now is the time for a new approach. As it will become increasingly more difficult to offer standard logoed items to physicians, we must work with pharmaceutical companies to become better counselors, consultants and educators. Physicians maintain a serious, ongoing need for better tools to educate their patients and educate themselves. This is our opportunity to demonstrate how promotional products can help the pharmaceutical community do a better job of understanding physicians’ wants and needs. To do this we need to develop stronger ties with physicians and other medical professionals so that we gain a better understanding of what they want and need.

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