Page 20 - HME Business, January/February 2020

THE RIGHT MARKETING
Now, here’s the tricky part: Let’s say the provider has the right product knowledge and
it is working to establish itself as a community expert resource on CBD products. How does it get the word out? Obviously, effective marketing is the starting point. However, there is a key rule governing the marketing of CBD products that
is a little delicate, and the provider must stay within that boundary: They cannot make claims.
“In any kind of advertising [HME providers] want to be very cautious about making medical claims about CBD products,” he says. “I think that rule typically affects the manufacturer more — a company like ours would certainly be under a larger magnifying glass or greater scrutiny — but providers want to be cautious.”
The issue: Because CBD isn’t a regulated drug, and is treated more like a nutritional supple- ment, from a product law standpoint, businesses cannot advertise claims about its effectiveness in addressing specific conditions such as sleep- lessness or pain. So, a provider can’t advertise
in explicit terms that CBD helps people get a better night’s sleep; it can’t run an ad claiming that CBD can treat chronic pain issues; it can’t send out emails saying that CBD can help
address someone’s anxiety.
For anyone who’s ever written advertising
copy before, not being allowed to tell what your product does for its users is a bit of a puzzle (to put it mildly).
So what does Fedele suggest providers do to solve that puzzle? Start by assuming that the customer has already done some research or heard some word of mouth about what CBD accomplishes, and then focus more on your expertise as a reputable retailer.
“When we talk to DME companies that want to do some marketing and advertising, my recom- mendation is to try to focus more on the idea that they are a local source for information about CBD,” he says.
And, if the provider wants to do advertising that speaks to the benefits of CBD, a good idea is to use words, phrases, pictures and imagery that would imply the effects of CBD or what effect CBD may have on a person’s body, as opposed to actually making any written claims Doing so will create associations in the potential customer’s mind.
“For example, if you had a picture of someone who is in running shoes and running shorts
or a running outfit and they’re sitting on the
ground and they’re rubbing a CBD salve on their knee, I think that tells the story without saying anything,” Fedele says. “Runners tend to have joint pain in the knees, and the runner is rubbing this cream or this lotion or salve on an achy joint, so the audience can draw a conclusion.”
When it comes to one of the most effective marketing methods for reaching potential CBD customers, Fedele suggests advertising or promoting what would essentially be a “CBD 101” workshop or seminar that would let people in the community come to the provider’s loca- tion to learn more about CBD.
“That is one of the most effective methods that we teach our resellers,” he says. “It works really well. People are just starving for good, reli- able information.
“This may kind of go back to the earlier point about how are HME companies in a good posi- tion,” he adds. “HME providers are looked upon as a healthcare professional, the information they provide is trusted by their customers. And with so much information that’s out there on the internet, how do you know who to believe and what to believe? So for customers to be able to go to a trusted source really helps, and that’s why the workshops work really well.” n
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