Two hundred years ago in April 1805, Lewis and Clark were a little more than halfway through their journey across the uncharted wilderness to the Pacific Ocean. In addition to the trip’s inherent high adventure, the journey inevitably conjures images of perseverance and dealing with the unknown that relate to today’s world. On April 29, 1805, Captain Meriwether Lewis and another hunter killed their first grizzly bear, a beast that had never before been described for science. About 4 months later, Lewis ascended a final ridge toward the Continental Divide expecting to see a river flowing to the Pacific, but finding only endless mountains as far as the eye could see.

Like Lewis and Clark, HME providers deal with a changing landscape and often rely on their wits to survive. With so much empty country in front of them, could Lewis and Clark have ever imagined something called a Baby Boom generation? The phrase may seem worn-out today, but like the grizzlies the Indians warned them about, the generation is out there and ready to pounce.

In HME and health care in general, the much-hyped demographic group is always used to justify enormous estimates of health care utilization. Worn-out phrase or not, are Boomers really a can’t-miss demographic? Should you believe the hype?

The short answer is yes. Most experts predict that approximately half of the 78 million Boomers will turn 50 or older by the end of this year. People at the older end of the spectrum will also develop problems that frequently come with aging such as Parkinson’s, arthritis, and hip and knee operations.

For example, when my 66-year-old mother experienced pain from a year-old hip replacement, I took her to the doctor where she ended up needing a minor procedure. Similar to the aftermath of her original operation, walking was difficult again. She got a walker and cane from the hospital, but it was her occupational therapist who recommended a reacher and shower chair from a local provider.

HME providers such as Bob Jackman, president of Yes I Can, Cathedral City, Calif, says these types of referrals (for activities of daily living [ADL] products) rarely come from orthopedists and other physicians. In fact, Jackman believes the ADL product category would be “totally dead” if it were not for occupational therapists (see “Cash Connection,” page 57). My mom ended up paying cash for the reacher and she also picked up a magnifying glass, which she called an “impulse buy.”

While my mom is technically not a “Boomer,” her experience will be repeated thousands of times in the years to come. Why didn’t my mom’s physician recommend ADL products? Perhaps Jackman is right when he opines that physicians simply know little about ADLs. After all, these largely cash items are not strictly medical, but they can make a large difference in people’s lives. For providers looking to boost ADL referrals, the obvious conclusion is to focus marketing efforts on natural allies such as therapists.

Not only will these therapists be working with greater numbers of clients, those clients will likely be older than ever as medical advances improve longevity. We have come a long way indeed since Lewis wrote in his famous journals that 31 years reflected a life that was likely half over.

As we celebrate the Lewis and Clark bicentennial, perhaps HME providers can draw inspiration from some of that pioneer spirit. After all, preparation, drive, and the ability to adapt will never go out of style.

Greg Thompson
gthompson@medpubs.com