Manufacturers of post-mastectomy products and breastfeeding supplies have raised the bar this year by improving comfort, durability and efficiency — all key aspects of women's health care products. The measure of success for providers, however, is their willingness to serve this customer base with individualized attention, service and sensitivity.
Although reconstruction following breast cancer surgery is on the rise, longer survival rates and breast-conserving surgeries have created a strong demand for new products, says Larry Knudsen, vice president of sales for CAMP Healthcare.
“The overall market for breast prostheses has remained relatively stable during the last couple of years,” he says. “With the advent of new surgical techniques for breast cancer, there has been a decline in the number of new mastectomy clients that require an external prosthesis; however, the breast cancer survivor is living longer post-surgery, and as a result there is continuing demand for external prostheses. In addition, breast-conserving surgical procedures create a demand for new types of products that deal with individual post-surgical needs.”
Not Necessarily New But Definitely Improved
Although manufacturers have not revamped the process for building a better breast form — silicone is the best choice for breast prostheses — they are going to great lengths to improve the end product.
Light, cool and comfortable are the optimal goals for breast forms, says Christine Voet, product manager for Airway, a division of Surgical Appliance Industries. Airway's newest products incorporate a microfiber backing that is designed to wick perspiration away from the skin.
Amoena has also focused on comfort in its latest generation of products. “We are using the newest technology of lightweight silicone to come up with such forms that are attractive to a considerably large population of the women,” says David Simic, the company's vice president and general manager. “We offer one- and two-layer breast forms, contact breast forms and a line that incorporates a soft gel back.”
CAMP Healthcare's Radiant Impressions breast form is a custom breast prosthesis that is actually hand-crafted from a body cast impression, says Nikki Giamarino, CAMP's breast care product manager.
“The process creates an amazingly lightweight form, and the silicone foam matrix that forms the interior core of the Radiant Impressions form gives it the ‘breathable’ feature,” she explains. “Likewise, the custom breast prosthesis is ideal for the survivor that has a difficult-to-fit surgical site, cannot tolerate available non-custom products or requires the non-surgical breast reconstruction benefits.”
CAMP also offers non-custom breast prostheses that are significantly lighter than the forms of just a few years ago.
Judi Simon, president of Capital Marketing Technologies, says like other manufacturers, her company has a lightweight breast form, which is appropriate for younger women who are being diagnosed and treated for breast cancer earlier than in the past as well as long-term survivors whose bodies cannot support the heavier forms they have been accustomed to wearing.
And, breast forms are not just getting lighter; they are becoming easier to use and maintain. Bragel's new Li'a Essence line of breast forms features a skin-friendly adhesive that is strong enough to hold the breast form in place without a bra, says David Chan, Bragel's vice president of operations. The forms also are washable with ordinary soap and water.
Another trend developing in the post-mastectomy products market is the interest in partial breast forms, which are also called enhancers or equalizers. These forms are appropriate for women who choose a lumpectomy, for women with hyperplasia, and for women who still need additional support following reconstruction.
Ancillary products, such as post-mastectomy camisoles and loungewear, are becoming more popular as consumers become more vocal about their needs.
“Women are wanting more, and that's why we address the lingerie,” says Linda Jackson, president of Ladies' First. “We try to do the things that no one else wants to do. Women say ‘There are a million [breast] prostheses and a million bras, but what about other products like lingerie?’
“Newly diagnosed women and women who were diagnosed in the past and who are surviving now — because these women are educated — want more choices, and we try to provide that.”
Creating Opportunity
In many communities, both traditional HME providers and specialty women's boutiques offer breast forms, post-mastectomy lingerie and related products. Fortunately, experts say, there is opportunity for both when customer service and satisfaction are strongly supported.
Simic sees benefits in both. “Many of the boutiques are owned by ladies who are actually survivors themselves and have a very strong feeling and understanding of what a new user would be going through,” he says. “On the other hand, in an HME store, there are clinical people who understand the needs of the patients. I think they can get equivalent levels of care in either of those locations.”
Regardless of business type, women's health providers' marketing methods will make a strong difference, according to Simon. She suggests providers employ the following strategies to inform their communities:
- Make your local American Cancer Society office aware of your services
- Place brochures in surgeons' offices
- Contact churches and women's groups
- Advertise that you do breast form fittings in your Yellow Pages and newspaper ads
Voet adds that it is critical to make a complete assessment of the woman's physical, emotional and recreational needs and to ensure she is aware of all of her options.
“It's hard to assess someone's lifestyle — some people are far more active than others who are sedentary and have limitations. Some just want something that is cool and comfortable, and others love fancier, lacy products,” she says. “You really have to get to know each customer.”
Knudsen agrees. “It is important for the provider to offer an environment that is inviting and comfortable for the survivor as well as a variety of options to meet a woman's unique requirements,” he says. “A provider that offers these benefits and values customer service will have ample opportunity to be successful in the post-mastectomy market.”
With innovation less common in the women's health market than in other HME markets, service is what makes providers, and even manufacturers, stand out from another.
“Generally speaking, all manufacturers [of women's health products] stay in touch with their customers — the fitters — and hear from them what their customers — the end users — are asking for,” Jackson says. “Store owners are leaning more towards providing customer service than providing innovative products.”
Every survivor and every surgery are not the same, which means service should be determined on a case-by-case basis.
“Every lumpectomy is different and every mastectomy is different, so you don't how much scar tissue is left,” Voet says. “That's why it's such an individual service-oriented business.”
The Mommy Market
Breastfeeding is once again “in vogue.” National campaigns, obstetrician and pediatrician recommendations and clinical evidence of how breastfeeding can benefit children are all influencing the rising numbers of women who choose to breastfeed. This is good news for providers who choose to rent or sell breast pumps and accessories.
“Breastfeeding in general is on the rise — it's become fashionable,” says Mary Van Scheltema, Medela's director of marketing communications. “Additionally, government dollars are going toward campaigns to increase both the number of people breastfeeding as well as to lengthen the duration.”
To encourage women to continue breastfeeding — the American Academy of Pediatricians recommends breastfeeding for the first year of life — manufacturers have worked towards making breast pumps more efficient and comfortable.
The pumping experience can be pretty intimidating, says Van Scheltema. “Before they have a baby, most women have no idea how pumping works or if they will be able to do it — there's a lot of fear and uncertainty among new moms,” she explains. “Medela wanted to develop a full line of pumps that would take the fear out of pumping and make it as comfortable and as close to nursing their baby as possible.”
One of Medela's most recent enhancements is designed to mimic a baby's nursing rhythm. Its new Pump In Style Advanced personal use breast pump features Natural Expression technology. First researched and developed for hospital breast pumps, Natural Expression is an advanced pumping pattern that mimics babies' nursing rhythms by pumping in two distinct modes.
“Babies actually nurse in two rhythms. At first, it is a very fast, shallow suckling to get the milk to let down, and then once the milk begins to flow, babies shift to a much slower, stronger suction,” says Van Scheltema. “So, we have created a pump that mimics babies' nursing rhythms by pumping in two distinct modes.”
Medela has also incorporated the Natural Expression technology into its hospital-grade breast pump, the Symphony, and its Harmony manual pump.
CAMP Healthcare is offering a new design that improves the effectiveness of its breast pump. CAMP's Expressly Yours Soft-Cup funnel design triggers prolactin, the milk making hormone, resulting in increased milk flow for the nursing mother, according to Knudsen.
“It actually functions like a nursing baby by contouring to the shape of the breast and matching the natural suckling motion of the baby,” he says.
The best way to market breastfeeding supplies is through referral sources, say experts. Contacting the appropriate local physician groups and clinics and providing them with brochures for their waiting room that describe the products and services you offer for an expectant mother is also an effective approach when coupled with contact with lactation consultants.
“The referral source is a key to success for the HME provider carrying breastfeeding products,” Knudsen insists. “Getting to know the lactation consultants in your area hospitals and making them aware of the products and services you offer is integral to your marketing program in this category.”
Whether serving the women during illness or pregnancy, it pays to ensure their satisfaction. They will become referral sources in the community, in their families or for themselves as they age or encounter other health care conditions.
Experts Interviewed:
Greg Biddulph, marketing manager, Juzo USA, Cuyahoga Falls, Ohio; Nikki Giamarino, breast care product manager, and Larry Knudsen, vice president of sales, CAMP Healthcare, Jackson, Mich.; Linda Jackson, president, Ladies' First, Salem, Ore.; Tim Pennington, national sales manager, Truform, a division of Surgical Appliance Industries, Cincinnati; Mimi San Pedro, vice president of sales and marketing, ContourMed, Little Rock, Ark.; David Simic, vice president and general manager, Amoena, Marietta, Ga.; Judi Simon, president of Capital Marketing Technologies, Waco, Texas; Mary Van Scheltema, director of marketing communications, Medela, McHenry, Ill.; Christine Voet, product manager, Airway, a division of Surgical Appliance Industries, Cincinnati.
Getting the Word Out
Post-mastectomy products, like many other home medical equipment items, go mostly unknown until a need for them arises, which makes marketing challenging. Fortunately, HME providers can appeal to certain referral sources that have the ability to communicate with many breast cancer survivors regarding available options.
One such group is the American Cancer Society's Reach to Recovery support network. Reach to Recovery volunteers are specially trained to provide support to patients when they first receive a diagnosis of breast cancer. In addition to emotional support, volunteers are also able to inform survivors about their options. Although volunteers do not endorse any particular product, they can provide information on what is available.
The Inspirations of Hope calendar, offered by Amoena, gives providers a tool that can assist them in promoting breast cancer awareness and marketing their products and services. According to David Simic, vice president and general manager of Amoena, it is an excellent tool for providers to align themselves with a good cause, gain visibility in the community and attract more people into the store.
The calendar, which features artwork from breast cancer survivors, will go on sale in October at participating Amoena retailers in honor of National Breast Cancer Awareness Month. Net proceeds from calendar sales will be donated to Y-ME National Breast Cancer Organization on behalf of all participating Amoena retailers.
Marketing to Women
The women's health care segment of the home medical equipment industry is not only profitable, but it is growing as well. For many HME providers, the key will be acquiring and retaining women customers at all stages of life from maternity to chronic illness. How this is accomplished is not as simple as adding pretty curtains or potpourri to a fitting room, although aesthetics do matter. What is important is committing to an overall strategy that employs several targeted steps.
According to experts, there are some specific changes you can make immediately that will convey your commitment to this market, including:
- Offer private, well-decorated fitting room — no one wants to try on garments in a restroom
- Hire fitters who are certified
- Consider offering a home fitting service
- Encourage women to come in to see their options before surgery
- Don't assume complaints from women are emotionally driven
- Survey your patients to find out where they would like to see improvements
- Understand and market to all aspects of a female customer's life
- Make it easy for women to buy from you by providing great customer service
In marketing to women, many companies make choices that actually hinder their ability to create profitable relationships with female customers. According to Andrea Learned, cofounder of ReachWomen LLC, a marketing and research firm, some of the most common mistakes companies make when marketing to women are:
- Thinking women are a niche market when in reality they make more than 85 percent of consumer purchases
- Thinking that the female consumer marketing opportunity requires less funding when instead it should be a budget priority
- Believing less women than men surf the Internet to research and buy products when the 2000 U.S. Census showed that women make up more than half of Web users
2000 Breastfeeding Statistics
64% of mothers breastfed early postpartum
29% of mothers breastfed for six months
16% of mothers breastfed for one year
Source: CDC Healthy People 2010 Initiative
National Breast Cancer Awareness Month
October is National Breast Cancer Awareness Month, which offers many opportunities for HME providers to become involved in promoting early detection efforts. The following Internet sites offer a wealth of information on the disease, including screening guidelines, treatment options and support organizations:
American Cancer Society
www.cancer.org
National Alliance of Breast Care Organizations
www.nabco.org
National Breast Care Awareness Month
www.nbcam.org
National Breast Care Coalition
www.natlbcc.org
Susan G. Komen Breast Cancer Foundation
www.komen.org
Y-ME National Breast Care Organization
www.y-me.org
Additionally, Oct. 17 is National Mammography Day. On this day radiologists will provide discounted or free screening mammograms. In 2002, more than 680 American College of Radiology accredited facilities took part. To locate radiologists in your area who are offering this service, contact the American Cancer Society at (800) 227-2345, the National Alliance of Breast Care Organizations at (888) 806-2226 or the Y-ME National Breast Cancer Organization at (800) 221-2141.
Stocking Up
Compression therapy products are a natural fit for HME providers who specialize in women's health care. Support stockings and medical compression stockings are used for a variety of conditions and situations, including:
- Varicose veins
- Edema
- Lymphedema
- Venous Insufficiency
- Tired, aching legs
- Legs that feel heavy or swollen
Once known for their “medical” look, today's manufacturers of compression therapy products focus on performance, comfort and style with a current emphasis on aesthetics.
“Recent improvement focus on a combination of aesthetics and comfort,” says Greg Biddulph, marketing manager for Juzo USA. “Women's hosiery is getting sheerer, softer and more comfortable. It is also available in a variety of colors.”
Because compression hosiery products require replacement, they offer providers a steady stream of revenue, says Tim Pennington, national sales manager for Truform, a division of Surgical Appliance Industries. Pennington says the best method for HME providers to drive business is to market to their referral network on a regular basis.
Consumer marketing efforts also pay off. Biddulph encourages providers to sponsor special events in their stores that emphasize the need for these products, such as leg screening days.
