Key Strategies for Navigating the Maternity Market

Expecting and new mothers spend billions each year in the United States. It’s a growing market as more devices and health interventions are geared toward pregnant and post-natal women—and home medical equipment (HME) and durable medical equipment (DME) providers may be able to profit from this niche. HomeCare asked Jason Ivey, national account manager at Motif Medical, which specializes in breast pumps and other maternity products for DME providers, for some tips.

HomeCare: What key product categories should they look at carrying? Are there some that are reimbursable and some that are cash-only that are worth considering?

Ivey: The maternity market, both insurance-billed and retail, is full of options, and new releases seem to come out all the time. On the insurance side, you have everything from breast pumps and milk storage bags to pregnancy and postpartum support products. On the retail side, there are plenty of accessories, like pump bags/backpacks, pregnancy leggings, etc. Since our focus at Motif has always been on supporting the HME/DME industry, we have a wide range of items that allow us to be a “one-stop shop” for just about everything maternity-related.

HC: There are a lot of options out there, and a lot of products that are readily available through direct commerce online and in person. What can HME providers do to set themselves apart?

Ivey: Many of the products that new and expecting moms are purchasing online or in-store are available to them as covered benefits through their insurance. The number one thing that HME/DME providers can do to set themselves apart from e-commerce and retail is to work with their local referral network of OB-GYN offices to increase awareness around this.

HC: Are there marketing tips you can suggest for bringing new customers into the store? Is it possible to get referrals from OB-GYNs or other sources?

Ivey: Absolutely! There are many ways that HMEs/DMEs can market their business, but my go-to suggestion would be to call on local OB-GYN offices, birthing centers and really anyone that an expecting mom would be going to for checkups during her pregnancy to let them know what products and services are available to the patient. Partnering at the office/clinic level is very important because that’s where the referrals/prescriptions for all these products will come from.

HC: Are there timing issues to consider when it comes to coverage—e.g., can they buy a breast pump before the baby is born or do they have to wait?

Ivey: This can vary from insurance company to insurance company. My advice is to always refer to the fee schedules and billing guidelines from their contracted insurance companies to fully understand how much they anticipate being reimbursed and if there are any specific timelines to consider for dispensing products.

HC: Is there a way to focus on converting prenatal customers to post-natal clients—and then again on bringing them back into the store through their lifetime?

Ivey: I truly believe that this is where Motif really shines as a partner to our customers. Our offerings include many of the things that new and expecting moms need to support them from pregnancy through postpartum. One of the most impactful things that HMEs/DMEs can do in the maternity category is to put focus behind the pregnancy-specific items that patients need. Our Pregnancy Back Brace and Maternity Compression Socks can oftentimes be, in my opinion, more impactful than the breast pump itself because they are provided much earlier in the pregnancy, allowing much more time for the HME/DME to talk to the patient, understand their individual needs and provide an exceptional customer experience.

People remember when they’ve had a great experience somewhere; a new mom receiving pregnancy and postpartum support today can quickly become the caregiver looking for solutions for their aging family tomorrow.