The National Cancer Institute predicts that nearly 180,000 US women will receive a diagnosis of breast cancer in the year 2007 alone. Many of these women will undergo surgical procedures and/or chemotherapy treatment—feeding the demand for products ranging from mastectomy bras to wigs. And that's just one health issue. Everything from vascular problems and lymphedema to life changes such as pregnancy and menopause are turning the women's market into a strong source of revenue for smart providers.

But marketing to women—often when they are most vulnerable about their femininity—takes a unique approach. This niche will be most lucrative for HME providers who understand the unique sensitivities of female patients, and also for those who possess a flair for retail marketing.

ENHANCE THE SHOPPING EXPERIENCE

"We tend to think of what we do as medical," says Shelly Weber, CMF, marketing director of Clark's Orthopedic and Medical in Great Falls, Mont. "But the women's health niche crosses the line into general merchandise. It follows more retail and merchandising rules versus health care rules."

Experts agree that succeeding in the feminine niche calls for a smart sense of aesthetics in everything from your showroom to your product line. "The HME industry is really far behind major national retailers when it comes to paying attention to color and setting," Weber says. "You can't just throw a bunch of equipment and products into a room and hope for the best. Women, in particular, have high expectations that have been set by national retailers."

Providers who want to appeal to women should concentrate on making their facilities less sterile and more appealing. "Your environment needs to be calming and feminine," says Syndi E. Salat, CMF, product manager of Wilmette, Ill-based Positive Care in Schwartz's Intimate Apparel. "We're a lingerie and swimwear store to start with, so we have a natural understanding of how to create the right setting for women."

Weber recommends using warm or earth tones. "If you're selling mastectomy-related products, you want women to feel the way they do at Victoria's Secret," Weber says. "Aim for a feminine, warm, friendly, boutique-like setting." And pay careful attention to lighting, too, especially in fitting rooms. You want women to feel as attractive as possible. A woman who has just had breast surgery, for example, does not need harsh lighting that only emphasizes scarring. At Clark's Orthopedic, there are no fluorescent lights, but rather incandescent lighting and lamps.

COMPRESSION HOSIERY AND MORE

While high quality is always rule number one, there is a place for "pretty" in your product line, too. Manufacturers of everything from compression garments and hosiery to nursing and mastectomy bras to headgear and accessories are going to great lengths to make products that women find attractive.

Salat says therapeutic garments can serve a medical purpose and be appealing, too. For lymphedema patients, Positive Care offers Jovipak, a nonelastic compression garment for wearing at night. "They just came out with it in pink about a month ago," Salat says. "It's great because it is a medical product, but pretty, too."

In terms of style, compression hosiery has come a long way as well. "The market continues to evolve because of more educated consumers and fashion-conscious Baby Boomers who are demanding choices," says Cindy Ciardo, CEO of Wisconsin-based Knueppel HealthCare Services Inc. "For women, fashion is moving away from skirts and dresses and into trouser suits and dress pants, so the compression market is rising to meet the new demand with medical compression socks that have patterns."

Today's providers of compression hosiery need to offer women as many options as possible. Your line might include open-toe sheer stockings, sheer or microfiber opaque stockings, patterned trouser socks, athletic socks with cushioned soles, and even socks for sensitive feet that are made to reduce odor and provide antibacterial protection. It's a wise idea to carry a variety of colors and patterns.

Compression hosiery also requires proper fitting. "We spend about 1 hour to measure, fit, and provide education on how to put the product on as well as explain to the patient why she should wear it," says Weber. "But that's absolutely imperative because the fitting process leads to better compliance."

Cindy Ciardo	Shelly Weber	Syndi E. Salat

Taking pains to fit compression hosiery can pay big dividends. Clark's Orthopedic and Medical even won back business from two doctors who tried to fit the garments in their office. "They were losing patient compliance when they fitted the hosiery on their own," Weber says. "They didn't want their nurse tied up too long, and they realized the value of a good provider who took the time to really educate the patient."

THE BRA BOOST

Aesthetics are particularly important when it comes to bras. Weber says mastectomy bras have gone through a huge change. "These are not your grandmother's bras; these are definitely lingerie," Weber says. "Baby Boomers turning 60 have drawn the line in the sand concerning breast cancer. They want and demand more."

Salat concurs. Women are looking for mastectomy bras that affirm their femininity. Salat says she makes larger sales and gets repeat business thanks to the beauty of the latest bras. "We carry the most beautiful bras, with lace and different colors," says Salat. "They are no longer just surgical garments. They fulfill a function, but can still be very feminine and make your client feel good about herself. The same goes for nursing bras."

In addition to carrying the latest styles, smart providers keep an eye open for innovations. Pocketed strapless bras—that hold the breast form in the bra itself—are relatively new to the market. Bras lined in silk for women who develop allergies to synthetics are smart to have on hand as well.

Bras can boost cash sales, too. Weber notes that while one mastectomy bra is covered by insurance, her female customers tend to pay extra for more styles and colors. And Salat says that after an initial fitting she talks with her clients about sports bras, which often results in additional sales.

SENSITIVE SUBJECTS

While setting and style are important parts of the retail process, for many women's products nothing is more important than the fitting process. Positive Care prides itself on understanding the mindset of post-breast surgery patients. It is a family business, and Salat's mother was a mastectomy fitter for 50 years. "A good fitter has to be a ‘people person' first," Salat says. "She needs to put the customer at ease, lighten it up, talk to the person."

With incontinence, sensitivity is equally important. "As you can imagine, incontinence issues are very personal," says Weber. "And while you can't meet everyone's tastes and needs, you have to be able to offer good product options if you want to have any success."

While the big-box stores will beat most providers on price for incontinence products, don't underestimate the desire for privacy. "Just go to Wal-Mart during the busiest time, stand in the incontinence aisle for 10 minutes, and buy packages of 'diapers'—and see if you don't feel like everyone is looking at you," says Weber. "Customers need to know the extra money is buying customer service, sample packs, knowledge, and most importantly, privacy."

WIGS CAN WIN REVENUE

HME providers are missing a valuable sales opportunity if they fail to carry wigs. While many women suffer from medically induced hair loss, more and more women without evident health problems also have problems with thinning hair. "While 25% to 30% of the wig market is for women going through chemotherapy, the other 70% is just for women with thinning hair, and their age is getting younger and younger," says Andy Wright, CEO of Fort Lauderdale, Fla-based Gemtress Inc.

"Wigs are a missing link to generating more revenue," says Sandra Carpenter, business development consultant at Gemtress. Carpenter says that providers are operating under some misconceptions that hold them back from carrying wig lines. Often providers feel they need to be licensed cosmetologists or invest large sums of money to get started. "Many DMEs think they need thousands of dollars in inventory," Carpenter says. "But that's not true. We ask new clients to provide us with a bottom-line budget, and we build a starter line around what they can spend."

What should a provider look for in choosing a wig line? Quality and comfort are key. For example, choose materials that ensure a wig is not itchy or hot. "Today's women who are undergoing chemotherapy are still going on with their jobs and running to their kids' soccer games," Carpenter says. "They're going on with their lifestyle and want a wig that is comfortable to wear."

Take your market demographics into account as well. If you service a Hispanic population, for example, carry primarily brunette wigs instead of blond. Finally, whether they are made of human hair or synthetic, look for high quality. "The best-quality wigs allow a woman to comfortably go through this transitional period while looking and feeling as natural as possible," Carpenter says.

For more information on women’s health, including articles by Ciardo, Weber, and Salat—see our free online archives section.

It is important to carry a range of products, because women's budgets vary. And look for vendors who support you with education and information. "Choose a vendor who is willing to work with you," Wright says.

Gemtress provides classes to train providers on how to do wig consultations and sizing, for example. Moreover, Wright says vendors also should be willing to take the merchandise back if it does not sell within 3 months.

Typically, Medicare does not reimburse for wigs, but some private insurers do. However, wigs also can be a good source of cash revenue. According to Wright, providers can make a minimal investment—as low as $1,000 to $2,000—to launch a minimal inventory.

Marianne Matthews is a contributing writer for  HME Today.

Compression Hosiery Products Can Be a Profitable Addition to an HME Provider's Product Mix

HME Today spoke with Brent Gottfried, president, Gottfried Medical Inc, Toledo, Ohio, about compression products and how providers can benefit by supplying them.

Brent Gottfried

HME Today: Do you predict the compression hosiery market will grow substantially in the next few years?

Gottfried: Yes. The Baby Boomer generation is nearing the age group historically associated with the market, as it relates to the control of vascular conditions. Also, as our understanding of the human body increases, so does our awareness of the treatment of conditions that respond to compression. Lymphedema is a good example.

HME Today: As providers face cutbacks in many areas of their businesses due to new government legislation/regulations, why are compression products a good addition to the product mix?

Gottfried: First, compression products are a stable product group, based upon well-established and generally accepted medical evidence. Second, their sale is often a cash-based business. Third, for ready-made products, the capital outlay and inventory requirements are moderate to low. For made-to-measure products—such as ours—there is no capital investment or inventory whatsoever.

HME Today: Are consumers interested in aesthetics when it comes to compression hosiery?

Gottfried: Without a doubt. But we must remember that prescription-grade compression products are for the treatment of often serious medical conditions. Anything that improves compliance, such as aesthetics, is a contributing factor in successful treatment for the patient/customer and repeat business for the HME provider. In the made-to-measure market segment, which we serve, a choice of fabric color is a most significant aesthetic consideration. For example, we offer 19 different colors ranging from pastel to highly visible.

HME Today: Who is the typical compression hosiery customer?

Gottfried: Although the "older generation" remains the significant customer base, no one is immune to vascular disorders.

HME Today: Among HME providers, what is the biggest misconception about succeeding in this niche?

Gottfried: There is a mistaken belief that HME providers must be licensed or certified to fit or measure. The process for the fitting or measuring of a patient/customer for a compression product is as well established as the product category itself. Although there is some variation, the process in general is simple and straightforward. In fact, most manufacturers, including us, accept the competitor's order form. What does that tell you? While we assist with formal training to fit and measure—and although it is valuable—it is certainly not a requirement, nor is it a prerequisite to success in this niche for the HME provider. We are so confident that virtually anyone with patience and common sense can fit and measure, that we offer a no-charge guarantee for fit.