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| promotional products • incentives • corporate gifts • meetings • events |
Volume 59 / February 2011 |
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SPONSORED
BY
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Click here to see other new and creative promotional products |
Cover Story
Health-Oriented Promo Products Drive Interest in Hospitals
 As competition ticks up in the health-care market, hospitals and health organizations are seeking ways to differentiate themselves, with health-oriented promotional products playing a key role. Last year, the industry spent over $335 million on advertising across print, TV, radio and outdoor per the Nielsen Company.
According to Dan Weinbach, president of health-care marketing consultancy The Weinbach Group, many hospitals are following the trajectory of the pharmaceutical industry as they ramp up their direct-to-patient marketing efforts.
“What used to be an industry that never advertised is now an industry that leads in marketing,” says Weinbach. “There’s a recognition that individuals make the decisions of how and where they want to be treated.”
With 59% of adults going online to search for health information (compared to 55% going to their doctors), according to digital marketing agency iCrossing, digital marketing is an increasingly important way for hospitals to get their message across to consumers. Since prospective patients are going online to look up information about a specific health issue, companies have a better opportunity to target their message through this platform than through mass-media platforms like television or radio.
The Internet is also a popular platform for hospitals using promotional products to boost awareness of their services. The Good Samaritan Hospital in Dayton, OH, as well as the Children’s Memorial Hospital in the Chicago area, recently offered free first-aid kits with the hospital’s info on them to those in the region who registered on their websites. Holy Cross Hospital in Ft. Lauderdale, FL, gave away miniature flashlights.
As part of its Get Ready campaign to promote emergency preparedness and illness prevention, the American Public Health Association (APHA), in partnership with Colgate-Palmolive and the Association of Childcare Providers, gave away specially branded hand-washing timers. The timers attach to standard-size liquid-soap dispensers and play the song, “If You’re Happy and You Know It” for about 20 seconds, helping remind children (and a few adults) how long they should actually spend washing their hands.
“The campaign launched in December and we gave away our stock of 10,000 of them immediately,” says Susan Polan, associate executive director of public affairs at APHA. “We have gotten more than 30,000 requests – it’s been a great success.”
But while broad-based Internet campaigns can help health-care companies and hospitals promote themselves and healthy living in general, hospital marketing often keeps a local focus. With the vast majority of patients going to hospitals within a few miles of their home, getting the company’s name out in the community is a marketing priority.
One major tool is community events, as the face-to-face interaction they provide makes them a ripe opportunity for promotional products.
“Holding 10K runs, 5Ks or sponsoring things like that is big,” says Stewart Gandolf, founding partner of the health-care marketing consultancy HealthcareSuccess.com. “If they’re sponsoring something for breast cancer or prostate cancer, they have all kinds of products that fit in there as giveaways.”
But Gandolf cautions that the products should only be used as an extension of a brand message that fits the broader goals of the hospital or health-care organization. “Passing out generic stuff about the hospital is less likely to be effective than something focusing on health-oriented things,” he says. “Promotional items aren’t going to replace the strategy; promotional items are a tactic that helps drive the strategy.” |
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Medical Product Company Puts the Pieces Together
 On any given day, decision-makers at assisted-living facilities are handling a huge number of tasks, responding to emergencies and rarely enjoying downtime, so catching their attention can be difficult. That was the challenge that medical-supply company 360USA, a division of Safeway Lifts, had to overcome in order to get the word out about its offerings.
360USA needed to deliver a memorable message that would stop the busy staff members of an assisted-living facility in their tracks. At the same time, the company wanted to convey the range of more than 20,000 products it offers, from ramps and wheelchairs to discounted thermometers and bandages. The leadership team found exactly what they were looking for when they stumbled on building blocks at a trade show.
Looking almost exactly like a set of Legos, each of the six pieces carried a separate message about the company and could be broken up and put back together into different arrangements. One block included 360USA’s website address (www.shop360usa.com), another had its phone number and a pair carried the message, “Building relationships, 1 piece at a time.”
“Part of what I liked about the idea was that I knew right away how I was going to package it,” says Denise Asaro, co-owner of 360USA. Following the “toy” theme of the product, she gift-wrapped each set and sent them to several hundred facilities throughout the country. “It made it exciting to open, so it wasn’t like just getting a pen – you really wanted to see what was inside.”
The sets helped to stoke interest in 360USA. Shortly after sending them out, the company landed a major client in California that has been ordering supplies for its four facilities every month since. Asaro plans to continue using the blocks as a way to grab attention in an often-chaotic environment.
“These people aren’t desk people,” says Asaro. “They’re running around, so you really have to get their attention.” |
Health Care
Products that keep germs at bay and promote good health are always big winners for any ad campaign or promotional event.
DOCTOR IN A BOTTLE Perfect for the office, home or car, this 2.2-oz. sanitizer with a citrus scent comes in custom designs or is available in 22 stock outfits. asi/30270 |
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ON THE GO Another handy sanitizer, these antibacterial wet-wipes come in a canister with a ball-chain attachment. Canister includes 30 individual wipes. asi/90807 |
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BAG O' SAFETY This 18-piece emergency-response family bag set includes four raincoats, two Mylar blankets, first-aid kit, mobile phone rotary charger, two mini flashlights, jotter notepad, pen, four whistle navigators, PVC tape, multifunction tool and a portable case with an integrated reflective warning triangle. asi/66887 |
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CLIP IT ON This G-Shield hand sanitizer kills 99% of germs, including viruses, bacteria and microbes. It comes in a gel pump with a convenient clip. asi/34256 |
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HEALTHY PAWS Don't forget man's best friend: Pets need health maintenance, too. This natural paw balm protects and heals dogs' pads, and is made in the USA. asi/88148 |
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STAY OUT Another pet item that is ideal for vets and pet stores, this disk reveals a warning message when the heat inside vehicle is potentially dangerous for pets. asi/91100 |
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STEP BY STEP Start an employee-wellness campaign and announce it by handing out this heart-shape pedometer. It tracks up to 99,999 steps and features a secure belt clip. asi/36730 |
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STAY SAFE Child-safety ID sticker is great for car seat or stroller. In case of an emergency, the information on these stickers can be used by medical professionals to quickly contact a child's parent, emergency contact or doctor. asi/68480 |
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PROTECT AND SERVE Protect Travel Aid Tag contains four latex-free bandages, four antibacterial gel packets and an ID card. Features a sturdy strap to attach to luggage, golf bags, backpacks and more, and comes in a variety of colors. asi/52840 |
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GET EDUCATED First-aid safety-tips pocket slider includes tips on choking, bites, head injuries, CPR and burns and features a supply list that operates like a slide rule, requiring users to match the bullet point to view information and tips. asi/54405 |
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| marketing calendar ••• May 2011 |
Family Wellness Month
In sickness and in health
This is the ideal time to team up with other businesses in your area to sponsor a health fair. Ask your insurance provider or local hospital to send representatives and offer guidance. Make sure to stock up on fitness- and health-oriented items like pedometers, first-aid kits and hand sanitizers.
1-7
Be Kind to Animals Week
Protect the Pets
Many folks have seen the heart-wrenching ASPCA commercials featuring Sarah McLachlan, with her song “Angel” playing in the background. This powerful plea for support has been successful in raising funds and spreading awareness for the plight of abused animals. This is the perfect week to pair up with local shelters and animal-rescue centers for a fundraiser. In addition to pet-themed products, your distributor can guide you to all the appropriate items to use for a successful event.
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Cinco De Mayo
Fun Fiesta
If you own a restaurant, bar or club, this is the day to go all out and have a fiesta with flair. This holiday, which commemorates the Mexican victory over the French in the 1862 Battle of Puebla, is a great opportunity to add a Latin flavor to the menu and highlight favorite drinks like margaritas and tequila twists. Ask your distributor for ideas on décor, imprinted cocktail napkins, glasses and other promo products.
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American Red Cross Founded
Give the Gift of Life
Clara Barton founded the American Red Cross on this day in 1881. This nonprofit provides disaster relief and collects and distributes donated blood and blood products. Blood banks are often in dire need of donors, so today is a great opportunity to contribute by hosting a blood drive at your company. You'll need posters, balloons and signs to get the word out. Plus, you'll want to thank donors with a specialty item that will remind them of their life-giving help. |
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Solve This Dilemma
Every month, Successful Promotions will launch a new contest where we ask you, our readers and Facebook fans, for your most creative ideas for solving businesses’ dilemmas. Each entry should be 50 words or less and a promotional product must be part of the solution to the weekly challenge. Send all entries to jhaley@asicentral.com by the specified deadline in order to qualify for a free gift. Winners will be randomly selected from all entries.
This Month’s Contest: Sensational Centennial
A town’s 100th anniversary coincides with Memorial Day and the council is planning a shindig with a parade and a live concert in the park, as well as a special BBQ for all residents. While the population is small (10,000), the budget is sizable ($50,000), thanks to a gift from a former resident. They want keepsakes for all events and want to make sure they incorporate the town’s motto, “Forever Roslyn,” along with the town’s symbol, a red rose. Please send your best ideas for products and how to use them to jhaley@asicentral.com by March 13.
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