Marketing:Come across as a resource

Q. Can I complete against big box retailers?
Friday, February 20, 2015

A. Ah yes, the Amazons and Wal-Marts of the world. The short answer is yes you can compete with these so-called giants. To do this, you will need to use some old school marketing techniques. 

Amazon, Wal-Mart—you name it, they have done a fantastic job of building their overall business. Now they see our market as an opportunity because of the growth that will take place over the next five to 20 years. However, what do these big box retailers really know about our industry? Well not much, besides what products to carry in their stores. Try this: Give a call and ask them what products they would recommend for a loved one who just had a fall. I bet they won’t be able to tell you.

The big-box retailer’s shortcomings provide tremendous opportunity. As a provider, what you offer cannot be matched. We are the product experts; we have seen similar patient situations before; we understand what our patients and customers need and how to best service them—this is what the big-box retailers cannot provide. As a provider, tell this story through your marketing. Use real-life testimonials in your marketing, specifically in videos if you can. 

Get involved

Become more involved within your community. When was the last time you saw a Wal-Mart sponsor community events like bingo, fairs or picnics? If you serve a local community, try running some TV ads within your local market. Just make sure you have a plan and you pick the appropriate airtimes that fit your target market. The more you can fully integrate your business into the community, the more you come across as a resource rather than as a business. That is the ultimate goal.

Justin Racine is marketing and ecommerce manager at Geriatric Medical. Reach him at