Best Practices

Marketing Products or Services Through Providers

The Challenge:

To generate sales by enlisting providers to recommend your medical product or service to their patients.

The Best Practice:

Use tools that providers find familiar to boost sales of medical products or services.
The number-one resource for medical and health-related referrals comes from physicians or other healthcare providers. Build relationships with trusted providers who can recommend your product or service to their patients. Provide all the information needed to highlight the benefit of your product and make referring it easy and convenient.

Our Recommendation in Action:

To build a relationship with providers, reach out to them with product presentation and marketing materials that they are familiar and comfortable working with. For example, Anderson Partners developed an alternative to cost-prohibitive consumer marketing, with the Thick-It Purees discharge kit. Providers could use the kit to easily recommend Precision Foods’ new product, Thick-It Purees, to their patients with swallowing problems and dysphagia. Even though consumers could purchase the product over-the-counter at retail locations, the discharge kit was a tool utilized by providers that helped keep the new product top-of-mind. Thick-It fulfilled its retail sales goals in major chains including Walgreens and CVS.

Our Approach to Best Practices:

Anderson Partners routinely highlights the opportunities for our clients by researching, developing and analyzing best practices. Each year, we review healthcare and medical marketing communications industry-wide—trade pubs, online activity, national trends, trade shows, published and syndicated research reports and more.