Let’s be blunt: some practice managers and doctors still think branded merch is fluff. A nice-to-have. A marketing gimmick that patients won’t remember by the time they get home.

But that assumption isn’t just outdated—it’s wrong. Today’s healthcare environment is saturated with choice, and small moments of emotional connection are what make a brand memorable. Branded merch—done well—isn’t just a pen with a logo. It’s a tool for trust, comfort, and brand recall. And the data backs it up.

Personal example: We (at Paired) gifted a client a branded UV fishing shirt for his business. He LOVED it. Then, he concluded that if we could do that for him personally, he wanted us to do it for his businesses and clients. One (well two… we didn’t know his exact size) branded gift birthed a litany of clients.

What the Research Actually Shows

A 2023 study by the Advertising Specialty Institute (ASI) found that promotional products beat out all other forms of advertising when it comes to recall. Nearly 85% of people remember the name of the business that gave them a promotional item—and 79% said they’d do business with that company again as a result.

Even more compelling for healthcare providers: merch retention is sky-high in service industries. People keep healthcare swag an average of 8–12 months, and that’s just for standard items. Higher-value items like comfort kits, wellness gifts, or milestone-themed swag stick around even longer—and generate repeated brand exposure every time they’re used.

Patients Remember How You Made Them Feel

Merch isn’t just a branding tool—it’s an emotional touchpoint. A stress ball at check-in, a blanket for post-op recovery, or a sleek water bottle after physical therapy all communicate the same message: we care about your comfort.

And for ambulatory surgery centers, this is especially critical. You don’t have the luxury of long hospital stays to create a relationship. The experience is quick, transactional—and easily forgettable unless you design it to stick. Here’s how ASC swag makes that moment matter.

The Real ROI? Brand Loyalty and Word-of-Mouth

What makes merch work isn’t the object itself. It’s the story it tells. When a patient leaves with a useful, well-designed item that reminds them of your care, they’re more likely to:

• Remember your practice name months later
• Recommend you to others (especially in competitive metro areas)
• Feel emotionally aligned with your brand

In marketing terms, that’s earned media—referrals, reviews, and reputation that you didn’t have to pay Facebook or Google for.

So Do Patients Really Care?

Yes—but only when the merch matches the moment. Generic pens won’t move the needle. But strategic, thoughtful branded items that tie into the patient journey? Those can shape the way people talk about your practice and whether they come back.

If you’re still skeptical, test it. Start with a single moment: new patient welcome kits, post-op recovery gifts, or referral thank-you boxes. Choose merch that feels designed—not ordered off the clearance rack. And measure the results in follow-up feedback, return visits, and patient sentiment.

Bottom line: the data is clear. The right merch doesn’t just delight patients—it drives loyalty. And in a market where reputation is everything, that’s not a gimmick. It’s a growth strategy.

See examples of branded merch that actually moves the needle: Explore our merch gallery for ASCs and specialty clinics.