Do you leave promotional products like notepads and pens at other offices when you visit? How do you make sure you’re getting the right products?
The goal of any promotional product, or “leave-behind”, is to make the recipient remember you.
Whether they’re a referral partner or a potential patient at a health fair, you want them to use your product and call on your office when they need you… otherwise, what good is the product you wasted money on?
A Leave-Behind is a Complementary Piece
One of the keys to success in the medical field with promotional products (and all giveaways for that matter) is making sure they don’t focus of what you’re doing. Huh?
In other words, your promotional products should serve as the last piece of the puzzle that really sends you over the edge. When you’re making your office visits, be sure to have some type of handout as well, such as a brochure or rack card, that explains what you do. That should be the main component of what you’re leaving behind with the promotional product as a leave-behind to act as something to remember you by.
Don’t try to cram your entire mission statement, phone, fax, website, doctor bios, specialties and hours on a pen. It’s just not going to work.
Choosing the Right Promotional Product
You want these products to set you apart and keep you in the mind of your referral partner and/or your potential patient. How do you do that?
- Bring Something Unique – If every office is giving away pens, what sets your office apart? Take this opportunity to bring something unique to the table. Be memorable because the idea is to give something that people will be excited to use and will pick up often. Think outside of the box and give something that you’d like to receive yourself. For instance, if you’re an orthopaedic office, how about giving a candy dispenser filled with little bone-shaped candies to your top referral partners?
- Follow the Trends to Success – It’s always best to do a little research before spending a decent-sized chunk of change on widgets and giveaways. One of the most popular things for this year will be a focus on safety. Consumers (see: patients) want to know more than ever how products will affect their overall health. Any product that comes with a focus on safety or puts their health first, is a plus. This can range from anything including a flashlight to a bandage dispenser to a cheap fitness tracker.
- Think Like Your Audience – We know that more people are bringing their lunch to work these days when compared to years past. They’re also making their own coffee instead of visiting a chain coffee shop; so, consider putting your logo on something practical that puts more money in their wallets. They’ll use it more and appreciate the thought on top of that. Think of a quality lunch bag/cooler with your office’s logo on it being used at hundreds of spots around your office.
- Partner with a Cause – Think of one specialty or disorder your office focuses on and choose something that backs that cause. For instance, if you deal with cardiovascular disease, give a heart keychain away at an event with a note explaining if the recipient visits your office, you’ll donate a portion of their bill back to the American Heart Association. It doesn’t have to be any large sum, remember, it’s the thought that counts.
More Tips for Promotional Product Success
Now that you know what product to purchase, how is it going to look? How many should you order? Here’s a few tips to help you decide:
- Design Matters – Your product is no good if no one wants to look at it. Choose colors, textures and designs carefully. You don’t want anything too cluttered, disorganized or just plain painful to look at. Usually a logo, phone number and web address are sufficient. Depending on the product, you may be able to squeeze in a marketing tagline or a few of your specialties, but anything else will be ignored.
- Leave Plenty – If the office manager of your visit really likes what you’re giving away make sure to leave plenty. Like, a lot. The idea is to give them away and make sure they’re used. If you have to give four away when you were expecting to give one, so what? It’s all about getting your name out there… besides, the more you give away, the sooner you can order new swag.
Leaving something behind can increase the patients that come in. It’s as simple as that. After some careful research, planning and plotting, you should be well on your way to a promotional products plan that works well and doesn’t break the bank.
And, if all else feels, you’ll have enough drink koozies to last a lifetime.