In the past several years, sales of bath safety products have grown steadily at Knueppel Health Care Services in West Allis, Wis. According to Kevin Robison, DME specialist for Knueppel, the market is alive and well. “A few years back, I would order two or three tub transfer benches a week,” said Robison. “Now I order as many as eight.”

So what accounts for the growth? As Robison so aptly puts it, “For starters, we all have to bathe.” While it does seem that nothing could be more pure and simple than the bath safety niche—bathroom products will always be in demand and cash sales account for the bulk of the business—there is more to know about this category than ever before. To keep competitive, you need to understand what is driving the demand, what consumers are seeking, and how to market your business.

Demographics and Demand
Changing demographics and longer life spans are boosting demand. Recent studies show that the number of surgical procedures performed in the United States in 2004 was approximately 28.5 million. As more people become injured in sports activities and suffer from a lifetime of wear and tear, the number of these procedures is expected to continue to rise. By 2012, it is anticipated that the total number of surgical procedures in America will reach more than 38 million. “So much of our bath safety business is generated by people who have recently had hip, knee, or back surgery,” says Martha Hansen, president of Denver-based Youcan Toocan Inc. And more and more older people are having those surgeries.

When Hansen began her career in the 1970s, the medical profession advised against hip replacements for anyone over 70. Today, we are seeing hip replacements in otherwise healthy 90-year-olds.

Providers who intend to grow their bath safety business will be wise to cater to the needs and tastes of today’s active seniors. Doing so not only means understanding the customer’s mind-set, it means making the most of your manufacturer relationships.

Make Manufacturers Your Ally
Successful providers rely on manufacturers to help them expand the bath safety niche. “Manufacturers who work the referral sources for me are worth their weight in gold,” says Robison.

Robison says don’t be coy about asking manufacturers where and how they showcase their products to health care professionals. Those that aggressively market their product to therapists at hospitals, spinal cord injury units, and the like are laying the groundwork for you before the customer even walks into your store. Referrals that come your way from credible, hard-working vendors will almost certainly translate into sales.

Martha Hansen says spotlighting innovations is the best service a manufacturer can provide. The sheer amount of information can be overwhelming. “Piles of material are simply not helpful,” says Hansen. “I want manufacturers to point out the new product and educate me on it.”

Naturally, you will want to work with manufacturers who have a proven reputation for quality control. Defective products cost you time in tedious phone calls, paperwork, and shipments. Lost time translates into lost money. “I only work with manufacturers who stand behind their products,” says Robison. “If they say this product has a certain level of tolerance, then that is precisely what it should be.” After all, quality control is the reason why manufacturers have engineers working with them.

Look for manufacturers with liability insurance, too. As providers of bath safety products, you will want to carry your own insurance. But in the event of an accident—and they do happen in this category—it is best to ally yourself with vendors who are ready to stand by you.

Finally, once you have established a relationship with a quality manufacturer, do everything you can to nurture it. A good rapport can lead to joint promotions such as co-op advertising, and over the long haul, better pricing.

Interactive Displays, Impulse Buys
Seasoned bath safety providers recognize that this category is a market niche that is largely cash sales. That is why in-store promotion is so vital. “For the most part, Medicare stops at the bathroom door,” says Robison. While Medicaid and some private insurance carriers will cover select bath safety products, a good portion of your business will be cash. At Knueppel, bath safety is approximately 60% cash business and 40% insurance reimbursed.

Robison says the single most important selling tool a provider needs is an interactive bath safety display. At Knueppel’s showroom, consumers can try out products like bath stools, grab bars, transfer benches, commodes, and bariatric bath safety equipment. “People want to touch the products and adjust the heights,” says Robison. “Moreover, it is a very personal purchase decision, so our display gives people space to look and choose.”

Robison’s experience is that bath safety products can pose a dignity issue for some. While the showroom display is open to all, he prefers to give the customer privacy while trying out products. Afterwards, he makes himself available for questions and recommendations.

Conversely, Youcan Toocan has found that a little bathroom humor goes a long way. “Customers get a kick out of trying the products,” says Hansen. “They’ll joke about trying out a toilet the way you would try out a lounge chair.”

Whatever your approach, the experts agree that an interactive display is critical to the sales process. What is more, customer service is key. You must take time to educate the customer, highlight features, and make recommendations that meet their particular needs. “It is not the same as selling high-tech medical equipment,” says Hansen. “With bath safety, it’s all about helping people live independently and live well.”

In general, bath safety products are not impulse buys. The customer comes in looking for something specific. However, an interactive display can lead to impulse purchases within the category. In addition, Robison has noticed another trend. “Sometimes a geriatric patient will come in with a son or daughter,” says Robison. “Very often in those cases the younger person will spot an additional product that their parent can use.”

Referrals and Word-of-Mouth
Successful providers agree that nothing builds their bath safety business better than word-of-mouth testimonials. Satisfied customers who tell their neighbors, relatives, and friends about your store are walking, talking advertisements. Naturally, it makes sense to focus on customer satisfaction and long-term relationships.

Your next best source of new business is generating referrals from the health care community. Robison estimates that 40% to 50% of his bath safety business comes through professional referrals. “We go out and visit the professionals in their work environments and we invite them to our store to see our interactive showcase,” says Robison.

You will want to forge strong relationships with physical therapists, occupational therapists, hospitals, case management units, home health care agencies, and rehabilitation centers. If you stay visible with referral sources in your community, you will see your business grow. “About half of our customers walk in with a catalog in hand,” says Hansen. “We know we have been referred by professional sources and that means built-in credibility with the customer.”

Innovations and Aesthetics
For most providers, bath safety comprises a small but steady part of their overall revenue. Knowing what to carry is key to success. At Youcan Toocan, bath safety products generate approximately 20% of overall sales. Hansen says she focuses on carrying high-quality products for all the basics, while keeping an eye open for innovations.

Some recent innovations in the category include transfer benches with a swivel seat or sliding seat, and commodes and toilet seats that provide a push up or lift. There is also a trend toward higher weight limits on many of the items, as well as a wide array of new bariatric products.

Finally, tool-free designs are in demand. Customers are responding positively to bath benches and tub stools that do not require any tools to assemble them. “I think ease of operation is very important in this category,” says Knueppel’s Robison. One manufacturer recently came out with a tub transfer rail that can be popped on and off the wall or moved up and down without the use of a wrench. According to Robison, not only is it easy to install, the item earned the best rating in its category. Moreover, the new product has smooth edges, which makes it safer than other products.

But it should come as no surprise that the biggest trend in bath safety is the trend toward aesthetically pleasing designs. “Nobody wants products that are clinical or institutional in their look,” says Robison. “This will become more and more evident as the Baby Boomers continue to age.”

The trend is toward curvature and smoother lines versus rigid designs. Hansen says she finds a greater demand for designer fixtures like grab bars and handheld showers. People want options such as brass fixtures instead of stainless steel. Some even want to match their grab bar to the “look” of their shower tile.

Though aesthetics is a key, Hansen says safety must come first. “Older people with visual problems may actually have trouble seeing a grab bar if it blends in with the tile,” says Hansen. The goal is to satisfy the customer’s desire for aesthetics without sacrificing safety.

Robison concurs. “Today, it’s all about form and function,” says Robison. “Still, there’s a reason why we call the category bath safety.”

The big question for providers is will people pay more for aesthetically pleasing products? According to the experts, they already are. Today’s consumers are ready and willing to pay an extra 20 or 30 dollars for a sophisticated design, rather than the standard cookie-cutter version.

Baby Boomers are looking beyond the basics, making the bath safety market more challenging and more lucrative than ever before. “There’s no doubt this market will continue to grow and providers will grow with it,” says Robison.

Bath safety is proving to be a good, strong cash market. With competitive bidding and reimbursement cuts in other categories, cash markets are the key to surviving in the future. In fact, bath safety could be just the safety net you need. DP

Marianne Matthews is a contributing writer for Dealer/Provider.