Overheard at a lunch counter was an emphatic endorsement of a new doctor because his office gave her an “awesome first aid kit” as a new patient – as she showed off the logoed kit to her conversation mate, who mentioned that maybe she should “try them out.”
Never mind if she was treated well – warmly and efficiently. The medical practice just got outstanding word of mouth.
One dental practice in Manalapan, NJ, for example, routinely hands out logoed lip balm after every visit and has been doing so for more than 10 years, because patients love them.
These are just only a couple of examples of how promotional healthcare products are favorably received. But it doesn’t have to be just patient-centric practices. The healthcare sector of the promotional products industry is rife with variety – and numerous possibilities. American consumers/end-users are more health-conscious than ever, and more aggressive in pursuing their health maintenance. Therefore, there are some trends emerging.
Josette Bosse of Bay State observes the continually growing interest in diet and fitness as an ongoing trend. Bay State offers several types of medicine trays that can certainly organize fitness and other dietary supplements as well.
Sometimes, consumer health trends are ignited by news reports.
For example, according to Dan Webb of Webb Company, during the past several years with demand for organic products on the rise, and subsequent media reports about how damaging chemicals can be to the human body, “people are concerned about what is in the product and what effects these ingredients have.
“Lip balm, for instance is a popular, daily used product. Lip balms with natural beeswax provides vitamin E versus petroleum-based lip balms, which contain a lot of ingredients that are not good for you. In addition, SPF is a new requested trend for consumers. Lip balms containing SPF are becoming a common request. We have USA-made lip balm (made in our Eagan, MN facility) that is made from a natural beeswax and contains Aloe and Vitamin E. We also offer our natural beeswax lip balm with SPF. ”
In agreement is Brandon Brown of Snugz who observes that a few trends that have developed revolved around consumer concerns about health are where the products are made and what ingredients are used.
“People are becoming more conscientious about the products they buy especially those related to health/personal care,” he says. “Who can blame them with all the fillers, jargon (on the labels) and facilities that are not regulated by the FDA. SnugZ manufactures its products in an FDA-regulated facility in the USA. Further, our personal care items, such as our sunscreen and lip balm, are free of ingredients like oxybenzone, PABA and gluten.”
SnugZ launched its Zen line of products last year which features many different essential oil-infused spa options and therapeutic-grade essential oils. Products that are infused are bath bombs, bath salts, candles and wax melts, diffusers, room sprays, soaps, lip moisturizers and gift sets.
Hydration, according to Margit Fawbush of BIC Graphic, is becoming more understood. “Studies show hydration continues to be an important component of overall health and well being,” she says. “Stylish, logoed functional water bottles can help make the habit easier to maintain on the go.”
Recently, Fawbush says, BIC Graphic partnered with Cool Gear to bring the industry a number of high-function sports bottles such as the Cool Gear® Subzero Bottle (#46040), with a freezable insert designed to keep water colder, longer. New for 2016 is the Cool Gear® Aquaburst™ Bottle (#46082), with a refillable flavor-burst compartment, which "is perfect for those who enjoy a little flavor in their water.”
More recently, says Webb, headlines about the Zika virus has driven many consumers to seek out insect repellent to stay safe. Webb Company offers an insect repellent that is DEET-free, EPA-approved and contains IR3535 (EthylButylacetylaminopropionate), which helps prevent illnesses that may occur from an insect bite or sting.
It’s not just the concept of preventing sickness or pain from insect bites, the idea of colds or flu from human-to-human contact has become a front-of-mind concern as well. Explains Webb, “Health issues are transmitted through so many different channels, let's face it – between your keyboard, cell phone, and the many other things that you touch each day – the world is a jungle of germs. Hand sanitizers help to kill most of those germs and are particularly convenient when you don’t have access to soap and water. We are now seeing portable hand sanitizer dispensers in hotel lobbies, businesses, fast food locations and other public accesses, showing how important this prevention is.”
In 2016, the company introduced a product called SAFEHANDS, a USA-made, foam-based, skin-soothing, non-toxic hand sanitizer that kills 99.99% of germs on contact, Webb says. “This is a scientifically proven formula and is exclusive to us.”
According to Ron Rosencrans of ProRose, life care facilities are the new trend in the healthcare industry. A lifecare facility is a place where retirees can live independently at first, then transition into assisted living and skilled nursing care as their needs change. “Promotional products are well received by the nurses and aids in these facilities, and the residents are also always excited to get something which is handy and useful for their everyday needs,” he says. “These facilities are also frequently having special events or open houses to draw people in for a tour, so anything that will help those efforts are areas that distributors should concentrate.”
ProRose’s penlights, he suggests, are ideal for EMS technicians while they are checking pupil dilation, as well as for nurses and health practitioners. “Our colorful penlights are inexpensive and provide strong application,” he says.
Beyond the obvious potential clients – healthcare providers – there is nary a client for whom a healthcare-related promo product doesn't fit.
Consumers typically stockpile healthcare products in their medicine cabinets at home, in their auto glove compartments and in desk drawers. And because these items are all about “feeling better,” people tend to know exactly what they have and where (small Band-aids in the medicine cabinet, car and desk, large bandages in the medicine cabinet). In other words, they are rarely “misplaced.” This typical habit translates into high visibility and thus a strong sales point.
“Considering that every consumer uses health care products and all the health care issues around us, customers (end-users) will want to order a product that is useful and makes sense for their promotion/event or meeting,” Webb opines. “Utilizing health care products within a marketing plan illustrates awareness and focus on a healthy lifestyle, which resonates strongly with consumers.”
According to Fawbush, Cool Gear’s blog, The Cool Down, recently summarized the benefits of hydration that she believes will make a compelling sales-point presentation to buyers:
• Hydration is directly linked to brain function, meaning the less hydrated you are the more your mood, memory, and concentration is impaired.
• Proper hydration helps you stay alert and focused with a clear mind.
• Staying hydrated fights off headaches and migraines.
• Water flushes out toxins, allowing you to detox from the inside out – hello clearer skin!
• Drinking water keeps your digestive and urinary systems running smoothly.
• Drinking plenty of water increases your total energy expenditure per day, and boosts your metabolism – both aiding in weight loss!
• Dehydration decreases mental and physical exertion, and increases body temperature and fatigue.
“Promotional products distributors can use these benefit facts to support drinkware recommendations for a variety of industries and purposes, such as employee wellness programs, health clubs, sports clubs/teams, education, healthcare and more,” she says.
Brown notes that seasonality is a “big connecting factor in the types of promos end-users purchase as well as connecting how they will use they promo in their lifestyle.” Snugz launched a lighthearted creative campaign called “Cruel Summer,” focusing on many summer situations revolving around the use of sunscreen. Distributors can take similar ideas – keeping in mind that winter sports and activities likewise create the need for moisturizing and sun protection.
Reviewing what’s available, Bosse advises to send both virtual proofs and random samples along with clever slogan ideas. “Help them spark ideas that they haven’t thought of yet,” she says.
CASE STUDY
Josette Bosse of Bay State A fitness/health training facility gave all new members our K5017 Combo Kit when they signed up for a year membership and joined its weight loss challenge. They also include a recipe card inside the mitt pocket; the emphasis was “Fitness begins at home.”
The distributor also sold the fitness center our D418 ear buds for its check-in desk (at a minimal fee) for anyone who forgot theirs at home. The center posted a sign at the ear bud display that reads, “Music + exercise = energize and lift your mood for the rest of the day.” The center’s name and website are imprinted on the items.