Manufacturers must balance the trend toward more features with the reality of ever-present cost concerns, according to Karen Rogers, product manager of personal care products for Elyria, Ohio-based Invacare Corp. "We have updated our chairs through research that indicates what our customers prefer, but manufacturers must also look to offer an economy chair for a price-sensitive market."

In the end, cost may indeed be king when it comes to lift chairs, says Michael Speraw, president of Uplift Technologies, the Nova Scotia-based manufacturer of the UPlift Seat Assist. With Medicare reimbursement cuts creeping up on every facet of the home medical equipment business, he says, it is no wonder that many manufacturers are adding more options to their products. "Reimbursement is not currently a problem for manufacturers of lift chairs, but everyone sees the writing on the wall and feels the need to plan ahead. As it gets more difficult to get reimbursed, it is the natural progression in this industry to add more value to the products-that is where the trend toward retail comes in."

Cash always wins over reimbursement, according to Dan Meuser, president and CEO of Pride Mobility Products, Exeter, Pa. "Lift chairs continue to be the favorite retail product of the HME industry. It is understood as a cash product," he says. "All successful providers out there follow this simple approach-keep more lift chairs on the floor and advertise them during Mother's Day, Father's Day and Memorial Day. Dealers who do this are selling twice as many chairs."

What sells best? "Consumers want the luxury chair with the bells and whistles, more expensive fabrics and accessories like heat and massage," reports Meuser.

Unicare Medical, Toronto, is attempting to maintain quality while adding options, according to Stuart Lewis, marketing manager. "I like to say that we're trying to start the trend for quality. We have found two types of customers: those wanting more for their dollar and those wanting to purchase an enduring quality product," he says. "But more and more people are realizing the long-term benefits of buying quality over quantity."

Robert Smith, vice president of sales and marketing for Golden Technologies, Old Forge, Pa., attributes product development in the lift chair market to HME providers as well. "More and more dealers can't afford to stock every variation of every chair," he says. "If it weren't for our customers who give us feedback on which lift chairs they like the best, we wouldn't be able to provide them with products that fit their needs."

On the following page is a selection of lift chairs.

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