Cashing In on Bath Product Sales

With Medicare reimbursements continuing a downslide, home medical equipment providers in increasing numbers are looking to cash sales to maintain their margins. And industry experts say bath safety is the perfect cash-and-carry category to help ensure business doesn’t go down the drain.

Among the first areas where seniors and aging baby boomers need assistance is in the bathroom. A person turns 65 every 10 seconds, and products like grab bars and shower seats can help ensure their safety in one of the most accident-prone places in the home, according to Michael Serhan, who focuses on product design as executive vice president for Drive Medical.

In the past, bathroom products were more functional than fashionable. But now these items also are being designed to be more attractive, as well as convenient to install and remove. After all, manufacturers don’t want to deter potential buyers from making a purchase.

“No one wakes up and says, ‘I need to buy bath products today,’” Serhan says. “If you make [people] want the product in addition to needing it, however, that ultimately means more sales.”

Boomers Boon to Sales

Kevin Jones, senior product and brand manager for Home Care by Moen, says “the market continues to grow” and notes that eventually, most consumers will need bath safety products.

Numbers bear out the need. People born in 1939 and earlier represent 12.6 percent of the population, according to a MetLife Mature Market Institute report. Add that to the 78 million baby boomers — those born between 1946 to 1964 — and nearly 40 percent of the U.S. population potentially could need bath safety products in the next decade.

In fact, statistics indicate that American homes are ripe for a bath safety bonanza.

A recent study sponsored by The Home Depot found that 60 percent of consumers age 50 and older expect to live in their current residence during the next five years, and that 65 percent plan to remodel or improve their homes — with bathrooms a key area in creating a safe and comfortable home for years to come.

Conducted by Focalyst, a joint venture of AARP Services and research firm The Kantar Group, the study gathered data from more than 30,000 consumers from the baby boom generation and older, an audience estimated at 125 million Americans. Study findings also showed that life events common to the 50-plus population, such as caring for an elderly parent, often trigger projects to improve bathroom functionality.

Statistics like these have Home Care by Moen expecting market growth in the category from 10 to 11 percent for the next five to 10 years, according to Jones. And, he adds, “we see the growth percentage increasing beyond that as baby boomers move beyond 60 years of age. Bath safety is one category that generates the most unit sales because products are adopted earlier in the life cycle of HME consumers.”

According to Donald Rosenberg, product manager for Sammons Preston Rolyan, “People born after 1945 are getting up there, and a lot of them have problems with arthritis, strokes and so forth, so will need assistive items to deal with their daily functions.” To accommodate the expected growth, the company is adding outside sales support in this area.

Rosenberg also points out that the number of morbidly obese people is on the uptick, which could bump bath product sales in the bariatric niche. There is “growth in some of the larger shower chairs and commodes,” he says.

To assist all of these consumer groups and boost sales, manufacturers encourage home medical equipment providers to keep up with what’s new and stock the latest generation of bathroom products. There is a plethora available, from raised toilet seats to shower aids. But across the segment, those that appear to be most successful function as required, are priced right and provide a few more features than past years’ models.

Function with Extra Features

“Price still reigns king,” says Dale Nash, director of standard HME products for Sunrise Medical, but “aesthetics, comfort and functional design” also are market drivers.

For example, Sharon Harbert, development coordinator for Horcher Lifting Systems, says instead of a traditional lifting system that puts a person level with the height of a standard bathtub, more patients and caregivers are seeking a lifter that goes lower, so that the patient can be immersed in water down to the bottom of the tub.

Linda Maldonado, personal care product manager for Invacare, says instead of a traditional bench, customers might want a more comfortable chair with a hole through which they could put a shower head. That way, they’re not forced to use the tub spout while trying to bathe, she explains. A shower seat also could include a soap dish or detachable basket to keep bottles of shampoo, soap, razors and the like within easy reach.

“Most of the innovations are centering around tool-less type products that snap together and are easy to use. [People] want something convenient that has the height adjustment they need,” Maldonado says. She adds that “people are asking for products that are stylish, lightweight, that you don’t have to assemble and are a little smaller but still hold the weight capacity they’re looking for. They don’t want a bulky product in the bathroom because usually there’s limited space, and they don’t want anything that stands out.”

So Long, Stainless Steel?

Aesthetics also are important to consumers once function and comfort needs are met, these experts say.

While bath safety products may be necessary, manufacturers point out that end-users — whether they are home-based patients or consumers who are shopping with an eye toward aging — don’t want to be embarrassed by medical-looking products. Instead, a trend toward products that are aesthetically pleasing and fit in with home decor continues to develop.

Take, for example, grab bars.

“The product most people need first is a product that helps prevent injuries before they happen: grab bars,” says Moen’s Jones. The traditional, stainless steel grab bar has a tendency to look “institutional” and can be difficult to install, he notes. “People’s willingness to purchase and install grab bars is hindered by the lack of style and difficulty of installation.”

Keeping that in mind, Moen and other manufacturers now are offering easy-to-install grab bars in a variety of styles and finishes designed to match the quality found with high-end decorative faucets. Grab bars now come in styles including horizontal, curved and C- and L-shaped.

Of finishes, Jones says brushed nickel is the “tried and true” seller for his company. As old world-style finishes such as pewter and oil-rubbed bronze make their way back into home design, though, he expects these finishes to become more popular as well.

The desire for aesthetically pleasing products is also being spurred by home renovation trends.

According to an American Standard Bathroom Habits Survey, consumers revealed that they would spend between $2,500 and $7,500 to remodel and decorate their bathrooms, and 30 percent said they would spend more than $10,000 to create an ultimate bathroom. With retail customers shelling out thousands of dollars to create a bathroom oasis, they don’t want anything unsightly ruining their sanctuary or reminding visitors of medical problems.

“Consumers want function, ergonomic, friendly design and aesthetics to hide the functional need,” says Nash of Sunrise.

Yet Stephen McQueen of Eagle Health Supplies cautions providers not to go overboard on aesthetics, as products still must function appropriately.

“The folks who are paying for their own home medical products will want the most they can get for their money,” he says, adding that “having a well-known designer dress up medical equipment doesn’t impress the average middle-American who’s buying from Wal-Mart.”

Product quality is another important factor, because in the bathroom’s wet environment, it’s all about safety and stability, manufacturers agree.

Moen’s Jones believes cash-wielding customers will pay more for a better product, particularly baby boomers who have the purchasing power to buy exactly what they want. “The difference of $10 for a much better product with a lifetime warranty is not as prohibitive as most [providers] think,” he says. Price, he advises, should not be the only thing providers consider when choosing products for their stores.

Portability, Too

“Following the need for functionality, comfort and style is portability, to a lesser degree,” Jones adds. A product that can be stored easily without too much bulk allows items to be hidden when guests come over, or put aside when another family member needs to use the facilities.

Portability also lets people continue to function normally when they want to travel.

“Even though baby boomers are getting older, they are still traveling between their home and second home, or to visit their children throughout the country,” Sammons Preston’s Rosenberg says. Thus, manufacturers have responded with folding commodes and other cleaning and personal hygiene products that travelers can take with them.

Serhan says Drive’s line of products designed for travel, which include carrying cases, have “taken off … Today’s 65-year-old is mentally and physically pretty healthy.”

Further, Jones predicts portable products will resonate more with consumers who don’t necessarily require the products yet, but who might purchase them for additional safety.

Seize New Sales

Despite consumers’ need for bath safety products, providers can’t just sit back and wait for sales to roll in, manufacturers say. Competition is heating up, with established retail outlets including drug stores and mass merchandisers cashing in on the category.

“An HME provider that wants to bring people in needs to create an atmosphere in their shop that makes people feel like they’ve come to the right place because it has a good selection of products that are properly displayed,” says Serhan, continuing that a retail showroom and Web site are essential elements to growing bath sales.

“The typical provider that sits back and waits for the customer to come in may be hindered by a lot of other dealers who will actively pursue that population,” he states.

Manufacturers suggest that a bathroom display equipped with a full range of products allows potential buyers to see how they function. Customers could come in for another need, such as a walker or a wheelchair, but while they’re browsing might see an elevated toilet seat or other bath products that they think could help.

Often consumers are unaware of product options in the category, but if bath safety items are properly displayed, Jones says, “they sell themselves.”

Manufacturers also recommend paying attention to packaging, which should be appealing and have easy-to-understand directions. Nash suggests grouping like products together to show full service and support in the bathroom area.

But providers also need a knowledgeable sales staff that can guide customers to the products that fit their individual needs, says Rosenberg. Most bath products are “not overly difficult to use,” he says, “but there is some basic information the end-user needs to know on how to [work the equipment and what to do] if there is a problem.”

Invacare’s Maldonado recommends that home care companies with storefronts display bathroom aids there to draw customers in. Short of a provider’s failing to do anything to capture bath product-seeking consumers, however, “I don’t think much will hinder sales in the market,” she says.

“With baby boomers, the population is definitely going to grow and age. People looking for a convenient, stable, stylish product will find it out there.”

Don’t Give Up Bath Business

Product-makers note that some HME companies could be reluctant to enter the bath safety category because revenues from more expensive reimbursable equipment are higher. But they also point out that these sales are cash business that flows directly to the bottom line — with no waiting. Manufacturers give the following suggestions to increase sales and better serve customers with bath safety products.

• Set up a fully equipped bathroom display with a variety of products and accessories so customers can see what’s available. Unless they or a loved one has a need, most consumers don’t know what these products are and are unaware of their options.
• Show how easily these products fold or store, and emphasize easy installation. Carry products with features and styles that appeal to a range of consumer pocketbooks and tastes.
• Advertising and promotion of bath safety devices can be a critical strategy for growing this business line. Focusing on baby boomers with elderly parents is a solid place to start. There is also a growing market of elderly now living in a variety of adult centers. Target these centers as well as traditional assisted-living or care facilities in your campaign.
• Don’t automatically give up this business to other retailers. Check out your market to see what competitors are carrying, then identify the gaps and opportunities. Consider specializing in a particular product, or promote your company as the bath safety expert in your area.
• Emphasize service. Make sure salespeople can guide customers to the specific bath products that meet their individual needs.
• Take advantage of merchandising programs and point-of-purchase materials, such as posters or display stands, available from vendors. If you are entering the bath safety area or expanding this department, ask vendors for advice on inventory and other requirements.
• Devote display space to best-sellers. Bath safety products represent cash sales that will flow immediately to your revenue line.

Creating an Accessible Bathroom

Manufacturers suggest the following products, depending on need, for creating an accessible bathroom:

• Raised toilet seat or toilet spacer
• Hydraulic toilet seat
• Accessible toilet
• Portable bidet
• Grab bars
• Shower bench or chair
• Bathtub transfer bench
• Bathtub support rail
• Floor to ceiling support pole
• Bath lift
• Handheld shower with hose
• Roll-in tub or shower
• Rolling shower commode chair

Other suggestions include installing a wall-hung sink with a hands-free faucet, installing anti-scald devices and using non-slip shower strips and non-skid bath mats.

Steps to a Safe Bathroom

Nearly 200,000 people are injured annually in the bathroom. The most common bathroom accidents are slips, falls and scalding from hot water. Although not all accidents will ever be eliminated, the National Kitchen & Bath Association says that a well-designed bathroom can also be a safe one, and has developed a few simple guidelines to pass on to consumers to keep bathrooms safe:

• Use slip-resistant flooring in all areas of the bathroom. While most materials are slippery when wet, slip-resistant flooring can help to eliminate many falls and reduce the risk.
• Eliminate steps leading into tub or shower areas.
• Select shower doors carefully. Always use shatterproof glass in shower enclosures. If the shower door is hinged, it should open into the room instead of into the shower to allow better access.
• Install proper faucets. The NKBA recommends pressure-balanced and temperature-controlled valves in the bath and shower to prevent scalding. Also, install faucets in areas that are easily accessible from outside the tub or shower. Avoid having to stretch or reach for the water control.
• Add benches and grab bars. Installing them within shower enclosures and near the entrance of a tub greatly decreases the chance of accidental falls.
• Put in emergency shut-offs for whirlpool tubs. Make sure that the shut-off can be reached from both inside and outside the tub area to ensure maximum safety.
• Maintain safe distances between water sources and electrical switches. Use ground-fault circuit interrupters on electrical receptacles. They shut off when a hazard, such as moisture, is sensed.
• Use cabinet locks. The bathroom holds many poisonous household products and prescriptions. Always place locks on cabinets where these substances are stored.

Experts Interviewed:

Kevin Jones, senior product and brand manger, Home Care by Moen, North Olmsted, Ohio; Sharon Harbert, development coordinator, Horcher Lifting Systems, Ocala, Fla.; Linda Maldonado, personal care product manager, Invacare Corp., Elyria, Ohio; Stephen McQueen, Eagle Health Supplies, Orange, Calif.; Dale Nash, director of standard HME products, Sunrise Medical, Longmont, Colo.; Donald Rosenberg, product manger, Sammons Preston Rolyan, Bolingbrook, Ill.; Michael Serhan, executive vice president, Drive Medical Design and Manufacturing, Port Washington, N.Y.