The Right Prescription
Revitalize slumping sales with niche marketing to the health-care industry
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PM: How would distributors go about re-branding?
DL: We ask them to go to the American Hospital Association Web site, go to each of the hospitals or health-care center Web sites and learn as much as they can about them before they go in, and become really educated. Then go in, and tell them they’re the experts, and we even recommend that if they believe this is a hot niche market to go after, make separate business cards up and put right under [their] name something like “medical marketing specialist.” There’s instant credibility just by the sheer nature of what’s on your card and your marketing materials. That’s all part of the re-branding for a niche market like that.
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