IMAK Compression Arthritis Gloves

Brownmed

Matt Garver, VP of Marketing, Brownmed brownmed.com

Tell us about the products Brownmed offers for the compression industry.

GARVER: Brownmed manufactures the IMAK Compression line of products. This product line includes our IMAK Compression Arthritis Gloves, which are the only gloves to have been commended by the Arthritis Foundation for their ease of use.

What trends do you see in the compression industry?

GARVER: We have seen a trend toward infusion of copper and other materials into compression garments. Unfortunately, there is little to no scientific evidence that this provides any benefit to the patient. Customers should instead focus on finding products that are recognized by third parties for their effectiveness.

Do you anticipate any challenges in the compression market for the rest of 2016?

GARVER: As the industry grows, more players are entering the market seeking to make a quick buck. This will put continued pricing pressure on existing players. We plan to continue to focus on providing quality products with a solid medical foundation.

How does your company plan to stay competitive?

GARVER: We plan to expand the IMAK Compression line to cover other joints and areas of pain for arthritic individuals, including the knee, elbow and ankle.

DJO’s Rejuva Compression Legear

DJO

Jill Cook, Market Manager, Vascular djoglobal.com

How do your compression products stand out in the industry?

COOK: DJO Global offers a broad variety of compression legwear that combines function, fashion and comfort for preventive, therapeutic support. Rejuva, our newest offering, was designed with fashion in mind and to not look like medical hosiery. It combines clinical graduated compression in a selection of stylish patterns.

What challenges are you facing in 2016, and how do you plan to meet them?

COOK: The challenge is to make the products more accessible to patients in a changing health care environment. DJO Global plans to expand into as many retailers and pharmacies as possible and also enhance our online presence.

What is one way your company plans to stay competitive in 2016?

COOK: Our compression legwear line currently fills every gap for every patient need. We are looking to introduce new Rejuva designs to keep the line current with fashion trends. Those new patterns will help to keep us ahead of the aesthetic trajectory in this growing and changing market.

CircAid compression

medi USA

Glenn Anderson, Director, Category Management, Medical Products mediusa.com

What products do you offer for the compression industry?

ANDERSON: With the addition of the CircAid line in 2012, medi introduced a very easy-to-use compression system to the broad market that overcomes the top challenges in getting patients into and compliant with compression.

How is the compression industry changing?

ANDERSON: With the pressure to reduce the costs of health care as the population ages, we expect to see the expanded use of conservative therapies such as compression therapy.

How does your company plan to face market challenges?

ANDERSON: With the advent of adjustable, inelastic compression devices, such as CircAid juxtacures, we will see the acute care compression market move from bandaging to the newer devices. The newer devices are able to provide a more consistent dosage of compression and reduce the reliance on trained health care professionals to properly apply bandages.

What is one way your company plans to stay successful in the compression industry in 2016?

ANDERSON: medi USA delivers continuing education for clinicians and HME staff about proper compression fit, instruction and product selection, so optimal treatment is provided from the start. Home health and HME staff are the keys to successful compression therapy.

What is the single most important thing that HME and other health care providers can do to increase revenue and remain competitive?

ANDERSON: As health care providers are being forced into a pay-for-performance and outcome model, service is more important than ever. If a wound care center or home health service is receiving a fixed payment to treat a patient, it is in their interest to work with a quality product and HME or home health care provider who complements the clinical care of that patient when the patient is in the home setting.

Microfiber Shades

SIGVARIS

Scot Dubé, President and CEO sigvaris.com/usa

Tell us about what SIGVARIS offers in the compression industry.

DUBÉ: SIGVARIS has been around for more than 150 years, and for more than 60 years our focus has been on creating medical compression garments. We strive to offer something for everyone that is comfortable, breathable and helps to improve leg health when worn daily.

What trends do you see in the compression industry this year?

DUBÉ: High-tech yarns and textiles have really been a focus during the last few years, and we do not see that trend stopping any time soon. Our research and development team is constantly exploring new fabric options that could benefit the people who wear our products.

What challenges do compression industry providers face?

DUBÉ: Educating the front line health care professional as well as the consumer about leg health and the overall benefits of compression before the symptoms of venous insufficiency get more pronounced. It is important to have graduated compression stockings that are measured to properly fit the patient and fabrics that enhance compliance by the patient. A prescription for compression does no good if the patient doesn’t wear the products!

How does your company plan to stay competitive in 2016?

DUBÉ: We recently launched a new line called MICROFIBER SHADES that offers fun striped and heathered sock patterns. These have allowed us to include a younger demographic in conversations about the importance of leg health. We also are extending our product range for medically complex legs—including patients with lymphedema and lipodema—by adding BiaCare products to the SIGVARIS product offering.

How do your compression products help HMEs and other health care providers meet their biggest challenges?

DUBÉ: For many patients, graduated compression is covered by insurance, but these products can also be a great add-on sale and are great for cash/retail business, too. Adding a high-margin, high-penny profit cash sale line such as SIGVARIS can be a boost to driving traffic and revenue. Just about everyone who walks in the door can benefit from wearing compression.

What should HME and other health care providers do to stay competitive?

DUBÉ: Be engaged in the community where the business is located. Taking part in health expos, working with therapists and physicians and community wellness events can help drive business.

Almost every one can benefit from wearing compression products, which makes compression socks and other accessories the perfect add-on sale opportunity for HME providers. There are many variables to consider when deciding which types of products to carry in your store. Our question-and-answer session with top players in this growing market will help you decide what questions to consider before making decisions about what products to offer your customers.

Brownmed

Matt Garver, Vice President, Marketing brownmed.com

IMAK Compression Arthritis Gloves

HC: Tell us about Brownmed.

MG: One of our key lines is the IMAK Compression brand, which includes the IMAK Compression Arthritis Gloves, the only gloves on the market to receive the Ease-of-Use Commendation from the Arthritis Foundation. All of our products have a solid medical foundation.

HC: What’s changing in the market?

MG: The U.S. compression market has grown significantly, resulting in a saturated market with limited points of differentiation. Customers have become more knowledgeable, moving away from gimmicks (such as products with metal alloys), instead relying on customer reviews or medical study testimonials. I believe product efficacy, more than price, will have the most impact on sales.

HC: How is Brownmed finding profit?

MG: By designing products with patient comfort in mind first, we are able to overcome the challenges associated with a competitive market. We’ve partnered with a review aggregating service to more fully leverage these reviews and ensure new customers are aware of the differences in quality among various compression products. We’ve also developed an innovative line of vibration therapy products under our Intellinetix brand.

HC: What should the customer know?

MG: Details make the difference. Customers should be wary of compression products that claim to be universal or one-size-fits-all, instead looking for products that are sized appropriately. Also, full coverage means full relief; they should be sure that the product covers the desired area entirely. And providers should look for third-party endorsements and certifications, as they provide unbiased opinions, particularly when the organization is directly related to the symptom for which your customer is seeking relief.

SIGVARIS North America

Melissa Gwozdz, Market Analyst and Communications Manager sigvarisusa.com

SIGVARIS SOFT OPAQUE Pantyhose in Pecan

HC: How does your company stand out?

MG: We are committed to producing the highest quality graduated compression garments in the world, and we use the finest textiles and materials to create fashion-forward styles. We create comfortable styles that incorporate easily into any lifestyle, while guaranteeing accurate compression levels.

HC: What’s trending related to compression?

MG: More and more people understand the health benefits of graduated compression, and they are making leg health a priority.

HC: Where are the market challenges?

MG: Because every insurance company is different, the rules on reimbursement in the U.S. can vary. However, businesses can also benefit significantly with cash sales. While SIGVARIS does offer medical compression products, we also offer products that promote well-being in people who want to improve their circulation or help combat early signs of venous insufficiency.

HC: Compression products often trail fashion trends. How is SIGVARIS keeping up?

MG: We have launched several new styles and colors this year that were the result of listening to our customers. This includes a new gray shade with a hint of purple called lavender mist in our EVERSHEER line, a new stripe sock for men in our MIDTOWN MICROFIBER line, a new skin-tone shade (called pecan) in our SOFT OPAQUE product line and four new fun colors (pink, lime, red and blue) in our PERFORMANCE SOCK line.

HC: What’s one way providers can improve?

MG: Cross selling is key, and many HMEs miss opportunities to sell compression socks and hosiery. The products are a great source of cash business and can build a new referral source for customers who may have other medical device needs in the store. For example, someone comes into the store and is purchasing health supplies for either themselves or someone they are taking care of, they might also be a good candidate for compression. The SIGVARIS WELL BEING collection features an assortment of products that help revive tired, achy legs for health care workers, teachers, factory workers, expectant mothers, travelers and more.

HC: Where does product knowledge fit in?

MG: It’s important to be knowledgeable to help put patients in the appropriate product. If a patient is sized wrong or not in the correct type of fabric to match his or her lifestyle, then a lot of times they won’t wear it. Educating patients on the importance of compression will keep them coming back. SIGVARIS offers educational events and seminars to help dealers expand their compression business and become a leg health resource.

medi USA

Glenn Anderson, Medical Compression Category Manager mediusa.com

Mediven for Women Vitality

HC: What does medi USA carry?

GA: medi USA carries a full line of elastic and inelastic products, including compression wraps for hard-to-fit patients. What makes our Circaid brand compression wraps unique is the ability to apply in place of bandages and verify the compression level being delivered via our patented BPS, or built-in-pressure system. This feature enables patients to take off the product for bathing, dressing changes or other activities, and reapply easily, setting the compression level as instructed.

HC: How important is patient self-care?

GA: A clinician’s time in the home or clinic is precious; thus, the more we can advance our technologies to empower patients, the better off the patient and clinician will be. We are currently rolling out a bandage replacement technology for wound care, called Circaid Juxtacures, as well as a technology for acute stage lymphedema treatment, called the Circaid Reduction Kit, which removes self-bandaging requirements for patients. We are seeing long-term acute wound and lymphatic patients experience amazing results with these technologies.

HC: Do you anticipate any major challenges?

GA: Compression reimbursement has always been all over the board, and the future will be no different. In a world where private insurers are legally required to cover compression for post-mastectomy lymphedema, but Medicare does not—well, nothing is surprising in regard to reimbursement.

HC: What’s new at medi USA?

GA: We launched a compression stocking product in April called Mediven for Women Vitality. It includes mediGrip technology, a soft and supple fabric that manages moisture and odor, and includes a hidden, seamless, silicone grip top inside the band.

HC: How can HMEs improve business and customer relationships?

GA: Increasing store traffic and patient volumes through marketing and advertising are critical. We have had success with savvy HMEs who carry our CEP athletic line—this brings in a younger clientele, who is willing to make cash purchases. Service remains key. The best staff act as consultants and ensure proper fit, educate with donning, offer accessories and look for complementary product sales.

Dr. Comfort

Rob Heglin, Product Manager drcomfort.com

Dr. Comfort Rejuva fashion compression line

HC: Describe your company’s products.

RH: Dr. Comfort started in diabetic footwear but has become a therapeutic footwear company, with expanded lines of compression, hosiery, diabetic socks, inserts and orthotics.

HC: What’s one trend you see?

RH: A huge increase in compression sales related to the athletic market and runners. Compression is becoming more mainstream.

HC: What is the biggest challenge?

RH: This sounds pretty basic, but one of the issues we see is people struggling to put on compression products. This impacts whether or not they’ll continue buying the products or use them at all. We are trying to provide tips and tools to make it easier for the customer.

HC: How are you meeting changing needs?

RH: Customers are demanding products that don’t have a strictly medical look. Compression products traditionally come in standard, solid colors, so we partnered with Rejuva to offer a Dr. Comfort Rejuva fashion compression line that includes colors and patterns.

HC: How important is product knowledge?

RH: We strive to provide the best experience, so we created videos, brochures and tips to help educate. We also created a merchandise display for the store that is designed for the end user; it helps educate customers on compression levels and generally keeps them from feeling overwhelmed.

When’s the last time you saw a patient who was overweight or had varicose veins? How about tired, achy or swollen feet, legs or ankles? How about a patient with a more serious venous disorder or diabetes?

If you’re like most HME providers, your answer is likely, “About 10 minutes ago.” Many of these patients could benefit from wearing compression hosiery. In fact, many of them already do. Do not miss out on this great opportunity to better serve your customers and increase cash sales.

Why the Prescription Pad?

The biggest misconception about compression hosiery is that it requires a prescription. This is simply untrue. While the FDA strictly regulates and monitors the manufacture of compression wear, it does not require a prescription for purchase. In fact, anyone can walk into an HME compression wear  provider and purchase any compression level they want. As evidence, simply look at the single fastest-growing outlet for compression wear: the Internet.

Because compression hosiery is virtually a 100 percent nonreimbursable cash product, no prescription is required, unless prescription pads are used as a source for referrals.

Compression Wear Works

Graduated compression wear is designed to compress the veins in the feet, ankles and legs to help weakened veins pump blood back to the heart more efficiently. Most research recommends that compression hosiery be included as part of an overall treatment plan to help manage many venous disorders, including deep venous thrombosis (DVT), and to prevent thromboembolism.

However, patients do not have to suffer from a serious venous disorder to benefit from compression wear. The simple effect of compression hosiery has intrinsic benefits that are evident to anyone who dons a pair. Consider how this might help many of the patients you see who suffer from disorders, such as obesity; varicose veins; or swollen feet, legs or ankles. Gentle-to-moderate compression can help their bodies fight the natural forces of age and gravity, enhance blood flow back to their hearts, and energize their tired legs and feet. They’ll simply help patients’ feet and legs feel better throughout the day.

Talking to Your Patients About Compression Wear

Patients who might benefit from compression wear will typically fall into one of three categories:

1. Those already wearing compression

2. Those who have tried compression in the past but do not or will not wear it

3. Those who are unfamiliar with compression wear

With patients who already wear compression hosiery, help them compare product costs since high-quality options are available at affordable prices. This may be one of the most important ways to help patients.

With those who have tried compression wear in the past but do not wear it, it is usually either because of cost or because they have difficulty putting on the garments. The latter category of patients may be elderly, have other problems, such as arthritis, or may simply have difficulty bending over to put on the hosiery.

Knowing the proper way to don compression wear is a good place to start. Dr. Comfort, for example, provides a simple training video to help with donning (available by calling 800-556-5572). The company also offers accessories that can help patients, such as a donning stand and donning gloves.

Some patients may have conditions—such as varicose veins; tired, achy, swollen feet, legs or ankles; leg fatigue; obesity; or diabetes—and could benefit from compression hosiery. However, they have never heard of it. This is a great opportunity for HME providers to introduce them to compression wear’s benefits. Consider starting these patients at the lowest compression level.

Providing patients with compression wear makes sense, for the patient and the HME provider. Compression wear is a cash item that is not only affordable but helps patients feel better with every step they take.

Senior Care Products, Spring 2012