Are You Making the Most of Bath Safety Sales?

Bath safety is a critical part of aging in place; after all, an estimated 80% of falls in the home occur in the bathroom. HomeCare checked in with Robert Gurinowitsch, dealer regional sales manager at Bestbath, to get an updated sense of bath safety essentials and what home medical equipment (HME) providers should remember when marketing products to patients.

With 30 years of industry experience, Gurinowitsch works across retail and third party administrator markets, including home- and community-based programs, to help customers navigate project requirements, operational challenges and accessibility needs.

Homecare: What essential products should HME providers offer in bathroom safety?

Gurinowitsch: Bathroom safety products should help improve safety, independence, accessibility and caregiver support. Essential products include:

• grab bars and decorative safety supports
• slip-resistant mats or coatings
• lever-style faucets and door hardware
• handheld shower systems
• comfort-height toilets or raised toilet seats
• bidets or washlet systems
• wall-mounted body dryers and
• barrier-free or accessible showers.

The bathroom is one of the highest fall-risk areas in the home because of wet surfaces, transfers in and out of bathing areas and limited mobility. HME providers should focus on products that reduce fall risk and make daily bathing and toileting tasks easier to manage. One bathroom fall can change a life, so prevention is always better than recovery.

Homecare: Have there been any big changes in bathroom safety products in the past few years?

Gurinowitsch: Yes, bathroom safety products have changed significantly as aging-in-place demand, smart-home technology and consumer expectations have grown.

One of the biggest changes is that safety products no longer have to look clinical or institutional. Today, consumers can find decorative grab bars, towel-bar style grab bars, grab-bar shelving, designer finishes, curbless showers, accessible shower systems and other safety products that blend into the home.

Smart bathroom technology is also becoming more common, including voice-activated lighting, automated water temperature controls, touchless faucets, smart bidets, leak detection sensors, smart mirrors and climate controls. These products can improve safety, comfort, independence and caregiver support.

Homecare: What trends have you seen in marketing for bath safety products?

Gurinowitsch: Marketing has shifted from simply selling bath safety products to focusing on fall prevention, independence, aging in place and peace of mind for families. Providers are increasingly speaking not only to the patient, but also to adult children, spouses and caregivers who may be helping make decisions.

Key messages include protecting loved ones, reducing caregiver burden, helping people remain at home and showing that safety products can be attractive and residential-looking rather than clinical. Before-and-after bathroom safety assessments are also effective because they help families see where risks exist and how modifications can reduce those risks.

Homecare: What are some effective tactics providers can use to connect with patients?

Gurinowitsch: The most effective marketing is educational and prevention-focused. Providers can offer free home or bathroom safety assessments, educate patients and caregivers about common causes of bathroom falls and explain how products like grab bars, slip-resistant surfaces, shower seating, handheld showers and barrier-free showers can improve safety.

Providers should also build referral relationships with physical therapists, occupational therapists, home health agencies, case managers, senior living communities, physicians and discharge planners. Real-life success stories can also help show how bathroom safety modifications help people remain independent and reduce repeat fall risk

Homecare: Is the current economic climate affecting the industry, and if so, how?

Gurinowitsch: Yes, but not necessarily in a negative way. As healthcare costs, assisted living costs and skilled nursing costs continue to rise, more families are looking for ways to help loved ones remain safely at home.

Bathroom safety products and modifications are often seen as a cost-effective investment compared to the potential costs of falls, hospitalization, rehabilitation or long-term care. Families are prioritizing products that provide clear safety benefits, long-term value and support aging in place.

Homecare: How can the industry improve bath safety?

Gurinowitsch: The industry can improve bath safety by taking a more proactive approach to fall prevention instead of waiting until after an injury occurs. Many families do not recognize bathroom hazards until someone has already fallen.
More education, standardized home safety assessments and broader access to aging-in-place products can help reduce injuries. The industry should continue improving products that combine Americans With Disabilities Act-compliant safety, ease of use, attractive residential design and smart technology. The ultimate goal is to protect loved ones while preserving independence, dignity and quality of life.