Dressed for Success

Facing the uncertain future of medical insurance and reimbursements, some HME/DME providers are turning to nonprescribed products that meet other needs related to Activities of Daily Living (ADL). Shifting their businesses as a means to stay afloat, HME/DME providers understand the importance of boosting cash sales. One example is through clothing purchases. While clothing is not generally considered a medical necessity or a therapeutic investment, some medical retailers have successfully turned to clothing to increase sales.

One strategy HMEs should consider to boost cash sales is to follow the model of a fashion boutique, which provides the perfect assortment of products for their customer. HME provider YOUCAN TOOCAN, based in Denver, has done just that. The store, which moved completely away from reimbursements and is 100 percent cash sales, drapes beautiful wraps and brightly colored garments on wheelchairs and other devices to soften the way a customer sees those devices, since shopping for medical aids for a loved one can be stressful and emotional. Being able to incorporate a sense of warmth and comfort into a dire situation can make the customer feel that they are providing added comfort for their loved one, that they’d do anything to provide helpful solutions during their time of struggle.

For the HME/DME provider, adding clothing and adaptive garments may be a perfect fit. This market, however, is extremely specific, with limited choices and some stigma related to disability. Adaptive clothing also tends to look clinical, unattractive and dull. Comfort clothing, however, is a new market with great potential for HME/DME providers. Garments with versatile designs, multiple uses, functional features and unisex or single sizing—like Janska’s Wellness Wear—have a wider, more universal appeal. When selecting comfort clothing look for easy-care fabrics, energizing colors and loose fit. Choose garments that keep patients warm while allowing easy access for medical treatments, stay on the lap but safely away from the wheels of a wheelchair, don’t require full mobility to put on or are designed to conceal adaptive features, such as Janska’s EasyWear Jacket (pictured above, left). A good selection also increases sales. Data shows that, when presented with only one choice, a customer may not buy. With two choices, she will select one. With three choices, however, the customer often selects two.

Janska Wellness Wear, a wellness clothing line based in Colorado Springs, Colo., has taken the idea of creating easily accessible clothing and has made it come to life. Janska was born from a dream. Jan Erickson (pictured opposite, bottom right), president of Janska LLC, dreamt of creating a jacket for a dear friend with mobility issues. That dream turned into a reality, and since 2002 Janska has been offering a line of universal clothing that can be worn by all, fashionably, with or without health-related situations. The Wellness Wear line is made of colorful Polartec fleece, which is nonfading, lightweight, soft, wrinkle-free, stain-resistant and temperature-regulating for easy care and ultimate comfort. The products are both classic and stylish and focus on universal details, such as ample sleeves and arm holes to accommodate both swelling and limited mobility, large decorative buttons that are easy to fasten and safe for Alzheimer’s patients, oversized pockets for keeping necessities handy, elegant collars for extra coverage on the neck and external seams to prevent irritation to sensitive skin. Janska’s arm and leg warmers are also appealing to older or ill individuals whose extremities are often colder than normal, inhibiting comfort while asleep or awake.

What Janska and other companies are doing provides unique opportunities for HME/DME providers to increase sales by offering products that are both functional and beautiful. However, it takes more than simply stocking clothing on shelves to be successful. Establishing a thoughtful merchandising and selling plan is the key to success. “At Janska, we have identified three key strategies that HME/DME stores can easily use to successfully turn clothing into profit. First choose the right mix of products that meet your customers’ needs. Second, establish your store as an authoritative resource. And third, create a comfortable and conducive shopping environment,” says Erickson.

HME providers must realize that because of the nature of their business, they already have a captive audience of their target customers out of default. Individuals are forced to come to these stores when handed a prescription for their loved one or friend who is struggling. The challenge is getting these customers to reach into their own wallets. The key is communication. Sales representatives must converse with customers. These individuals, typically family members, are thrown into these situations post-surgery, stroke, dementia, etc., and are completely lost. All they know is that they want ultimate comfort for their loved one and to help them maintain a sense of dignity and normalcy. What we consider the simple act of dressing becomes a lot less simple in these situations. Being put into a hospital gown as your wardrobe can be demoralizing and demeaning.

Why not make the shopping experience easier and more hands-on by providing ultimate customer service? Ask questions like “Who are you buying this wheelchair for today?,” “Does she complain of being cold?,” “Is it difficult for her to dress herself or find clothing that is fashionable, yet easy to take on and off?”. These are perfect segues into presenting colorful, soft, warm and beautiful garments that can keep someone warm from head to toe.

The adaptive clothing market will continue to evolve quickly—especially given the rising number of Baby Boomers caring for their parents and moving imminently, themselves, into the stage of life that requires more health care and assistance. Because of these fashion-conscious Baby Boomers, there will be an ever-increasing need for clothing to perform more than a merely functional role in the lives of women and men who are dressing for health concerns. The important thing to remember is that if these customers aren’t buying items from HME providers, they are going to buy them elsewhere. So why not start now turning your HME store into the go-to spot for your customers’ clothing and comfort as well as medical needs?