Impressions - January/February 2022 - 27

Choosing the Right Products
You'll find healthcare encompasses lots of sub-niches and, ideally, you'll
choose one or two in which to specialize. Each has its own requirements
and preferences that you'll want to be aware of before you make contact.
Just a few examples include hospitals; doctors' offices; rehabilitation
centers; nursing homes; home-healthcare services; pharmacies; specialty
clinics; urgent-care companies; acupuncture; wellness services, such
as massage and yoga; healthcare conventions, fairs and other events;
and, of course, any company that offers drugs, vitamins, equipment or
industry services.
Naumovich says he works with many of his hospital clients' marketing
and HR departments to come up with an array of products that
have appeal. " The hospital will bring some ideas, and then my job is
to find products that will fit their budget, " he says.
Natalie Hopkins, senior merchandising manager, trade and retail
brands, alphabroder, offers some guidelines when choosing products.
" It's crucial to understand the healthcare industry's four product preferences
- antimicrobial, waterproof, easy care and performance - prior
to presenting ideas, " she says. Also trending in this niche are sustainable
styles; retro, athletic, cool options; novelty patterns; and yoga lifestyle.
" Comfort is key, " adds Rhea Aslin, senior director, brand management,
SanMar. " Scrubs are the go-to, but the front office want polos
and quarter-zips. Because many facilities have lower temperature settings,
options such as full-zip jackets are often needed to keep staff
comfortable. "
According to Herman, one way to help your medical clients stand
out is through color. " Decorators can create clear identifiers by medical
department using color and design, " she says. " It makes all the
difference to the customer.
" Right now, inventory is a pain point for everyone, " she continues.
" As a general rule, pre-COVID, two issues are ever-present: security
and patient satisfaction. With security, those who have access need to
be clearly identifiable. Think maternity wards and medicine distribution.
When it comes to patient satisfaction, there's nothing worse than
thinking you are asking the nurse for pain medicine and instead it is
someone from the cafeteria. So, having clearly identifiable branding,
colors and uniforms will help patients understand who they are speaking
with and increase confidence in their care, " she says.
" It's crucial to understand the
healthcare industry's four product
preferences - antimicrobial,
waterproof, easy care and performance
- prior to presenting ideas. "
- Natalie Hopkins,
alphabroder
Retractable badge clips are popular in
hospitals because all staff must wear
identification, and the magnetic badge often
must be swiped at a door for admission. Photo
courtesy of Primo Designs.
JAN./FEB. 2022
P.27
Impressions - January/February 2022

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