Oxygen management: Partner with manufacturers

Q. What steps can I take to expand my marketing opportunities and increase retail sales of my oxygen therapy products?
Friday, October 20, 2017

A. The first step is to take a look at your current marketing plan for your oxygen therapy products. Ask yourself where are you spending your ad dollars? What is your return on investment? Second, I would reach out to your manufacturer to explore ways you can work together to increase awareness and generate sales.

A retail partnership program with your manufacturer is a great way to form a strategic relationship that is a win-win for everyone. By leveraging marketing dollars from both parties you can ensure you will have a wider reach of potential customers thanks to combined resources. Review your efforts together and look for areas you can collaborate. For instance, co-branding print ads have proven to be a successful way for the manufacturer to help the provider promote their products. Many manufacturers have print ads ready to go and can be resized quickly for when that local advertising representative calls you.

Also, digital advertising is a must in today’s marketing mix with countless opportunities to drive frequency and reach to your website utilizing search engine marketing and display ads on high traffic sites. Imagine what you could do if you and your manufacturer put your heads together to launch an ad words campaign together?

Don’t forget social media when reviewing your digital strategy. It is a great place to increase messaging around your product offerings and educate your patients about ways they can improve their health.

Finally, is your website outdated? Reach out to your manufacturer’s in-house marketing team to receive updated product imagery and content. They are happy to help and freshening up imagery can create interest and favorably impact visitors to your site. Also, don’t forget to link to product videos or commercials if they are available.