Since the COVID-19 pandemic’s arrival in March 2020, promotional products companies servicing the healthcare marketplace have endured an intense roller coaster of ups and downs.
-.4%
Percentage decrease in 2021 healthcare market promo sales compared to 2020
(ASI Market Research)
Initially, healthcare companies invested in safety-oriented items like personal protective equipment (PPE) and sanitation stations for high-traffic areas (a trend that continues into the present day), while the forced cancellation of most in-person community outreach events eroded purchases of branded items. In fact, many distributors report orders largely limited, along with uniforms, to safety goods and employee recognition, both of which tend to bring lower spending compared to community outreach.
A rebound is afoot, however. Mark Rubican, regional vice president of Pittsburgh-based HDS Marketing (asi/216807), calls today’s healthcare market “strong” despite how much COVID-19 had previously impacted the sector.
Community outreach events like health fairs are accelerating, which continues to spur a more robust market for promotional products ranging from tote bags and water bottles to stress balls and vaccination card holders. In addition, healthcare agencies are earmarking funds to kitting for virtual events as well as work-from-home employees while retaining their investments in safety products and employee recognition.
Product Picks
Tried & True: Hand Sanitizer
Long a popular product among healthcare companies, sales of hand sanitizer went into hyperdrive thanks to the pandemic, and never really stopped in the medical space. “Sanitizer fits so well with a healthcare company’s wellness message,” says Josh King, CEO of You Name It Specialties (asi/365123) in San Antonio, TX.
Product Picks
Shiny & New: Athleisure Scrubs
Scrubs are a useful product across various healthcare environments, and Howie Turkenkopf, vice president of marketing for Top 40 distributor Stran Promotional Solutions (asi/337725), has seen growing interest in scrubs carrying “a more athleisure aesthetic.” This hands healthcare employers an unexpected perk, says Turkenkopf. With staff more likely to wear these cozy, versatile items outside the workplace, additional brand opportunities arise.
Three Hot Sales Opportunities
Hospital Chains
King sees many multi-unit hospital chains providing healthcare services while also championing health and wellness in their communities, which includes latching on to established campaigns like Breast Cancer Awareness Month. “There’s an opportunity to leverage that and expand into other health awareness campaigns, such as prostate cancer, Alzheimer’s and autism,” he says.
Older Adult-Focused Care
In 1950, 8% of the U.S. population was 65 and older. Today, it’s 16.5% – and growing. As Americans get older and live longer, the demand for healthcare services catering to seniors and their long-term residential needs increases. Turkenkopf says new businesses innovating in this space are eager to differentiate themselves in an increasingly competitive marketplace.
Remote Workforces
Many larger healthcare companies are rethinking which positions absolutely must be in person. If remote or hybrid work remains the norm at these larger enterprises, which Rubican expects, he foresees healthcare companies investing more funds into keeping work-from-home employees happy and engaged.