If the healthcare market is a patient, then the numbers say it’s noticeably sick. ASI data found that in the last four years, healthcare’s share of the total market for promotional products has steadily declined, from 13.8% in 2012 to 10% in 2016. And if the distributors are the doctors in this metaphor, then they’ve made a diagnosis based on symptoms of fear and uncertainty stemming from the ongoing partisan debate over healthcare policy, as well as exaggerated scrutiny on spending. Change typically fosters cautious spending habits, and according to distributors, this market is no exception.

    What does all this mean for the ad specialty industry? “Because of economic and societal changes, you have to be a true marketing consultant to really make it in today’s promotional landscape,” says Ron Williams, director of marketing at Fey Promotional Products. “Those who study the consumer trends and have learned how to integrate their products and services into those trends are the ones really cashing in.”

Tags:  promotional products   healthcare market