CGM: Make the box work harder

Q. I’m already paying for CGM resupply shipments to go out every 30 or 90 days. Is there a way to make those boxes work harder for my business?

A. Yes – every box your distributor ships is a marketing opportunity most providers are leaving on the table.

Package inserts are the highest open-rate marketing method available to DME providers. (Almost) every shipment gets opened, providing a near-guaranteed marketing impression with every delivery. Some providers are not using package inserts at all, and those who are may not be using them to their full potential.

The new patient welcome

When a patient receives their first CGM shipment, they may have questions about the product or resupply process. A welcome packet that introduces your company, explains what to expect from the resupply process, and provides product education goes a long way toward building trust and reducing early patient drop-off. This is also the right moment to let patients know what other products and services you offer, before they potentially turn to one of your competitors.

Ongoing resupply as a marketing engine

Each subsequent shipment is an opportunity to reinforce product education and cross-promote other categories your business carries. CGM patients have a high rate of co-morbid conditions. Diabetes commonly overlaps with sleep apnea, wound care needs, lymphedema, and others. A well-designed insert that speaks to those conditions, not as a hard sell but as a helpful reminder that you provide those services, can position your business as the patient’s go-to provider across multiple product categories.

Where to start

The targeting is already built in. You know exactly who the patient is and what they are managing. Ask your distributor whether they offer package insert services and how to get started.

The box goes out, anyway. Make it work harder.

Brett Siegal is director of marketing & business development for DDP Medical Supply. Reach him at bsiegal@ddpmedical.com.