Today's women have a potent combination of spending power and consumer savvy. It is wise for providers to pay attention to their needs. To market a product to consumers, we must look at who our customers are, how we reach them, how we convince them to purchase from us, and, most importantly, how do we keep them coming back?

The key to increasing and maintaining a customer base is simple: superior personal service. When I made the decision to start a mastectomy business, I knew little about marketing, or how to run a business. As a nurse, the only thing I was able to fall back on was my "nurse hat," which translated to taking exceptional care of every customer I came in contact with. This turned out to be the secret to having a successful mastectomy business.

We all start out with great intentions, and customer service is often the main focus when a business is first started. As the (hopefully profitable) years go by, it is easy for our patience to wear thin, for our creative juices to become stale, and for us to fall into a daily rhythm.

Look at the year in 6-month intervals—fall and spring. Use these months to send coupons and market to physicians. E-mail customers and update them with newsletters to shift their focus to what they need. Both fall and spring are times of renewal, a perfect time to see new products, or just to get remeasured.

Remind customers that compression hosiery should be replaced every 6 months. Offer a free gift with every purchase to get customers in the store. It doesn't have to be big, but it will be appreciated.

LESSONS LEARNED

• Fitters must be certified and knowledgeable about all product lines.
• For your compression clients, a certified custom fitter is a must. Many women will not fit into over-the-counter products, and may need a custom garment. Having a certified custom fitter available will increase your revenue.
• Keep a selection of hosiery in all sizes and types for fittings. Allow clients to try on stockings and lymphedema sleeves to secure the perfect fit.
• Once the correct size and style are chosen, send in your order.
• Having educational materials on venous disease, types of garments available, and support groups in your community will increase customer trust.
• When doing mastectomy or compression hosiery fittings, a warm, supportive environment will make customers feel at home. It should be private, with the ability to concentrate on your customer without interruption.

Barbara Zarrell

Visits to surgeons, oncologists, podiatrists, vascular physicians, and family doctors are an important part of your marketing plan. One thing I found that worked well was to identify a few key physicians and provide them with a little "gift" to give their patients upon diagnosis. My package consisted of skin care samples, coupons, and a turban—along with a personally written note from me, inviting them to visit my boutique. Reaching out to a newly diagnosed woman is thoughtful and supportive, and at the same time enhances your relationship with her doctor.

As 60 has become the new 40, women are taking better care of themselves. They are fashion conscious, looking younger, and feeling strong. Even after a diagnosis of breast cancer, the importance of looking and feeling good cannot be stressed enough.

Although our customers may range from young to elderly, a big percentage of customers are in the 40 to 60 bracket. Women in this age range want products that will keep them looking beautiful and comfortable. Comfort is an important part of mastectomy fittings. After surgery, chest walls are tender and extra skin left by the surgeon under the axilla may cause friction with many types of bras. Looser, more comfortable bras will help your customer get through the first 6 months following surgery.

ON THE WEB For more information and articles on women’s health, go to the archives section. Relevant articles include: June 2008 Common Sense and Sensitivity By Katie Griffith. September 2007 A Recipe for Profitability by Cindy Ciardo, CO. April 2007 Foray to the Feminine By Marianne Matthews.

Insurance reimbursement is always an issue with marketing and sales involving prosthetics and hosiery. Have a well-stocked mix of managed care products along with top-of-the-line garments. Women are willing to pay for more expensive bras, forms, and accessories as long as some of their products are fully covered.

Ultimately, marketing a retail business is an ongoing process. Our products have to be current, and our fitters and employees must be kind, considerate, and good listeners. A private, well-appointed, and beautifully decorated environment will do wonders for the fitting experience. Mastectomy products and compression hosiery are no longer "back room" items. We must say goodbye to the days of two bra choices and two prosthetic choices. You can and should give your customers what they want. If we help our customers through the challenges of breast surgery, chemotherapy, and radiation—and support them through the recovery period—they will be your customers for life.

Barbara Zarrell, RN, is CEO of The Woman's Personal Health Resource Inc. Zarrell can be reached via email: .