A dash of color, a sense of style, and the right products can all contribute to success in women’s health products.

What do we do with women customers who crave some style? While products must meet a physical need, women often involve their emotions in purchasing decisions. As any marketing professional will tell you, emotions can translate into cash sales.

So what can you do to appeal to female caregivers and health care decision makers—and attract new women customers? One easy fix is to paint your showroom another color. Cold and sterile is the look that many female clients see when they walk into most DME stores. The atmosphere of your store, or the lack of atmosphere, forces them to leave the emotional part of their decision making behind.

Now, warm colors do not have to mean pink or burnt orange. You can certainly complement the warm tones with some accents of cool and neutral colors as well, which will make your male customers feel comfortable too. There is power in color, and you can use it to your advantage.

Now that you are ready to commit some real estate to women’s products, what should you carry and how should you display it?

1) Carry “feminine looking” medical equipment that may include patterned or colorful mobility equipment, seat lift chairs in feminine colors or floral upholstery, accessories in bright colors, and patterns to dress up the traditional grey medical equipment. Bathroom safety equipment should have some decorative elements that disguise the medical aspects (for more on this, see the feature article on page 70 that is dedicated to bath products).

2) Carry breast cancer-related products such as mastectomy/ lumpectomy forms and bras, pocketed clothing, lymphedema sleeves and pumps, skin care products especially for patients undergoing chemotherapy and/or radiation treatment, and hair-loss items such as wigs and hats.

3) Offer skin care products that are based on sound medicine and not cosmetic industry hype—such as lotions, nonmetallic deodorant, alcohol-free products, bath products, and products for skin conditions.

4) Sell compression garments for vein and circulation conditions and/or as a part of post-vein surgery treatment and healing.

5) Carry incontinence products not found in drugstores and cultivate a depth of product knowledge. Provide samples or small quantities for trial use.

6) Provide medical hair-loss products as a low-cost alternative to high-end hair replacement systems. These items/services include head coverings, wigs, and wig services.

7) Carry maternity compression stockings, maternity supports, breast pumps, maternity bras, and maternity skin care products.

8) Display plus-sized specialty items such as bras, undergarments, and easy on/off clothing.

9) Sell arthritis or stroke-friendly clothing such as house coats, easy on/off bras, and undergarments.

10) Include inspirational healing items such as awareness ribbons (almost all major illnesses have a designated color such as pink for breast cancer), get-well cards, thankyou cards for caregivers, and uplifting gift items.

Deciding what to offer is important because some product lines require specially trained personnel and significantly more space in your store, as well as dedicated areas that allow for privacy in consultations and fittings.

DISPLAYS AND CONSULTATION ROOMS
Ask women about their favorite stores. Usually it is the displays and atmosphere of the store that appeal to women. In addition to a different wall color, you may want to play soothing music, offer a snack or drink, and/or put out some fresh flowers.

Lastly, an open house to promote your new style and products is a great way to show health care professionals how serious you are. For those that don’t attend, or if you can’t have one, send a photo postcard, flier, or DVD featuring your products and newly designated women’s area. By being proactive and updating them as you progress, you are re-reminding them of who you are and what you do.

To meet with referral sources, start with the ones you work with most and branch out from there. Look for health care professionals new to your community (or their nurses/office staff) because they want to know about local resources and may have a more open schedule.

Shelly Weber, CMF, is marketing director and women’s products manager for Clark’s Orthopedic & Medical and The Appearance Center manager at Clinic Cancer Care, Great Falls, Mont. She is a third-generation certified mastectomy and compression stocking fitter. Clark’s has a 6,000-square-foot multilevel showroom painted a female-friendly muted raspberry accented with beige, navy, and green. Weber can be reached via e-mail: shellyw@clarksorthopedic.com.