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."
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CASE STUDY OF THE MONTH
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.
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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 firstname.lastname@example.org by the specified deadline in order to qualify for a free gift. Winners will be randomly selected from all entries.