Research from Bain & Company shows that 65% of healthcare consumers expect a more convenient experience and 70% want more responsiveness from their providers. The whole experience of finding a provider, scheduling an appointment and meeting with a specialist can be challenging, to say the least. While most Americans (70%) say they’re satisfied with their doctor, only 32% say the same about the healthcare system as a whole. More than half feel the healthcare process is stressful and impersonal, and over 50% say they feel more like a number than a person. In an era when people feel confused and frustrated about healthcare in general, promotional products can make a powerful impact. Instead of a discussion that ends when patients walk out the door, they can leave with something useful that makes them feel cared for long after their appointment. From branded wellness journals for tracking diet and exercise to logoed massage tools for support between physical therapy sessions, thoughtful promotional products can make it feel like specialists are with patients every step of the way through their treatment, healing or wellness journey. Medical specialists are increasingly seeing the value of building stronger patient relationships. Many are ramping up their marketing efforts, with U.S. healthcare advertising projected to grow to more than $29 billion by 2028. A portion of that spend will undoubtedly go toward promotional products – the only form of advertising that isn’t just seen, but held, used and remembered. Using Promo To Inspire Future Specialists By 2030, the world could face a shortfall of 11 million healthcare workers, according to the World Health Organization. The most in-demand specialists today include family medicine specialists, internists and emergency medicine physicians. How can promotional products address this need? One idea is to engage high school and college students through STEM programs and career fairs. Promotional items like custom notebooks or doctor-shaped stress relievers can spark curiosity and reinforce the idea that a healthcare career isn’t just possible but very much needed. Just What The Doctor Ordered: Promo For Awareness Months Connect with patients all year: • January: National Glaucoma Awareness Month. Share eye health tips along with logoed lens cloths. • February: American Heart Month. Heart-shaped stress balls make fun giveaways at community events. • March: National Nutrition Month. Encourage patients to drink more water with branded infuser bottles. • April: Occupational Therapy Month. Branded stretch bands let patients continue their recovery from home. • May: Skin Cancer Awareness Month. Promote sun safety and daily SPF habits with branded sunscreen. • June: National Cancer Survivors Day (June 1). Custom gifts like cozy blankets or wellness kits can honor survivors’ resilience. • July: National UV Safety Month. Hand out logoed lip balm and sunglasses for practical summer giveaways. • August: National Immunization Awareness Month. Give wellness-themed stickers for kids and branded vaccine card holders for adults. • September: Pain Awareness Month. Help patients find relief at home with items like branded hot/cold packs. • October: National Physical Therapy Month. Encourage patients to improve their strength with logoed grip strengtheners or yoga mats. • November: National Diabetes Awareness Month. Promotional products like activity trackers or water bottles make useful gifts for those managing diabetes. • December: Crohn’s and Colitis Awareness Week (December 1-7). A custom pill organizer can help patients keep track of their medications. Promo To Help Specialists Stand Out Patients today do their homework. Nearly half of healthcare consumers (44%) research providers before even making an appointment, often comparing two or more PPAI • JUNE 2025 • 69 | Must Read
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