The Right Prescription
Revitalize slumping sales with niche marketing to the health-care industry
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PM: Why health care?
DL: The health-care industry is something that all distributors should have in their business plan for 2009, but not to take that business for granted. It’s something that you’ve really got to research and know what you’re talking about before you go in, because your best competitors are going to know the same thing, and be in there as well. We talked about who buys what, how to sell to them, what the opportunities are, and probably more importantly, how to approach that market so you can position yourself as the expert, as opposed to just another person [who] sells promotional products. We talked a lot about re-branding yourself as a health-care specialist, as opposed to going in as a promotional consultant.
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