Labor and back-saving techniques are common in industries where injury costs are watched closely. Now that “ergonomics” has entered our language, these lessons are taken seriously. From seeing stock personnel wearing back braces, to reading about carpal tunnel and repetitive stress syndrome lawsuits, we now expect the right furnishings in the workplace. As I write this article, I am keenly aware of my elbow angle and wrist placement in my ergonomic work station.

The Caregiving Environment
The caregiving environment is also a workplace. Whether in a home or in a facility, people need to transfer from beds to wheelchairs to bath seats—and someone has to help. At the same time, caregivers (family/informal and paid) will become more scarce. The days are over when care workers were a commodity that could be used up and easily replaced. This means there are opportunities for dealers to carve out niches in transfer and positioning sales, or cross marketing with other products and providers.

Information from the US Department of Labor’s Occupational Safety and Health Administration (OSHA) points to the conclusion that there is potential in the lift market. Recent reports show that workers in nursing homes are more than twice as likely as other workers to be injured on the job. These injuries are due to manual lifting, transferring, and repositioning of residents. OSHA recommends that manual lifting of residents should be minimized or eliminated when possible.

Fortunately, there are ways to reduce the risk with lifting, transferring, and positioning equipment, ranging from a plastic bag that goes on a car seat to ease sliding to familiar floor lifts and newer ceiling lifts.

A Growing Market for Providers
Fact #1: This century will see huge growth in the numbers of persons with disabilities. This is mainly due to medical advances that treat disease and increase longevity. People with different abilities will be relatively independent, productive, fun-loving, and have money to spend.

Fact #2: People are just not designed to lift other people. Why do we think that caregivers, both family and paid, can transfer people who often weigh much more than 100 pounds? People often need to be positioned just so after the main transfer is completed. Positioning is probably a more dangerous caregiving moment than the transfer.

How can you convert these ideas into leads and sales? First we must think like our customers. They, like you, must watch the bottom line. They do not invest when they do not see the return. One argument against using lifts in residential care environments is that it does not reduce the number of employees they need to hire. That is true, but we must explain why lifts are still an excellent investment.

Then we must be truthful in the story we convey. There will never be a “no-lift’” rule or policy that can be enforced. People need to transfer, and that means they must be lifted. What we can offer is the equipment to create “no manual lifts and better ergonomic lift situations,” which our clients can easily understand and implement. We can also explain why that makes a better residence and a better workplace that contributes to the bottom line. We can jump ahead of the policies that will surely follow the OSHA recommendations and create model environments that reduce risk and increase profits for ourselves and our clients.

Making the Sale
How much better is it to invest in capital than to allow our valuable labor resources to be at risk? The shortage of care workers makes it clear that good help is nearly impossible to find and retain. A workplace with elevated workers’ compensation claims is not sustainable and profitable. That implies a system that is not working, or no system at all.

The first place we look for sales is in residential facilities, because transferring and positioning equipment can help: 1) reduce the number and severity of injuries; and 2) reduce expenses for medical treatment, workers’ compensation, and lost and restricted work days.

It also helps attract and retain workers, create a better work environment, maintain a happier residential atmosphere, and retain longer fill and occupancy rates. Good equipment does this by: 1) showing recruits the commitment to employee safety; 2) allowing employers to choose employees based on attitude and skills rather than strength; 3) making it easier for managers to enforce safe habits; 4) saving lost minutes that used to require teamwork; 5) allowing workers to concentrate on work rather than fearing injury; 6) helping residents know that their needs are met without endangering workers; and 7) fostering a modern and up-to-date facility that leads to happier workers and clients.

Nonresidences, or day-use facilities, provide excellent opportunities for cross marketing. Equipment should have your company sticker attached and sales brochures nearby. Clients and families who see the equipment may decide to purchase for their home.

Schools, whether special needs or mainstream, have staff members who transfer students for changing and exercise. Doctor and dentist offices, adult day facilities, and storefront or outpatient dialysis centers provide opportunities and additional lead exposure. The danger, disrespect, and inconvenience to clients and workers in these situations are hardly recognized, yet the benefits of systems and equipment can easily be seen once noted.

Get the Word Out
Many dealers make presentations to caregiver groups, care and case managers, and in-services at hospitals, rehabilitation centers, and residential facilities. Include lifts in your presentation and do not hesitate to be dramatic. I once set up a ceiling track demonstration when I spoke on a panel. I lifted myself from my chair, and moved to the podium and back without my feet touching the floor. The impact was palpable.

While you should expand presentations and include care workers and managers, realize that they do not make the purchasing decisions. The occupational health (job safety) officer and financial controller have more impact on purchasing. They know what costs are too high, and they may already be discussing ways to reduce injury exposure. Your demonstration may start the ball rolling.

Louis Tenenbaum, CAPS, is the founder of Louis Tenenbaum LLC, Potomac, Md. He works as a consultant and trainer for environmental modifications, aging in place, and universal design. Tenenbaum can be reached through his Web site: www.louistenenbaum.com.