Boosting Bath Sales

The aging baby boomers and the frequency of accidents and injuries that occur in the bathroom are two dependable predictors of a continuing demand for bath safety products. As a cash business, many of these products are free of the challenges of government reimbursement. So for HME providers looking to boost retail sales, bath safety is a great place to start.

Products such as grab bars, bath benches and roll-in shower chairs can enable customers to maintain independence in their own homes.

“Bath equipment is usually one of the first products purchased in an HME store,” says Wade Lawrence, territory sales manager, Clarke Health Care Products, Oakdale, Pa. “I think in the future you will see manufacturers continue to develop products for bath safety that are easier to install, lighter weight and more travel-friendly.”

Adds Brad Crozier, senior product/brand manager, Home Care by Moen, North Olmsted, Ohio, “Customers continue to want products that provide added comfort and safety.”

Another boost for this market is the trend toward aging in place, when retirees are more likely to retrofit their homes with appropriate equipment rather than go into nursing homes, notes Raj Sandhu, group product manager, personal care and standard wheelchairs, Invacare Corp., Elyria, Ohio. Often being able to move safely in the bathroom can make the difference in allowing a person to maintain a level of independence, he says.

HME providers are well-positioned to serve this burgeoning market.

“People are looking for ways to stay home,” agrees Israel Gamburd, director of research and development for ShowerBuddy, Pacoima, Calif., which offers a water-resistant wheelchair that allows users to transport over a bridge component straight into the shower. A base unit in the shower gives the chair 360-degree swivel. The chair also has a built-in commode or can roll over standard or elongated toilets. “The provider can show a customer [this] product and let them know they can have access to their shower in one or two days without having to remodel [their bathroom],” Gamburd notes.

Providers’ challenge, he says, is “to spread awareness” of such products that can help.

Proper equipment for safe lifting and transfer also are critical in the bathroom environment, points out Gary David Nowitz, vice president of sales and marketing for patient lift maker Liko, Franklin, Mass. “In some cases caregivers are in their 70s, so they can’t lift the patient. If the patient falls, both the patient and the caregiver can be injured,” he says.

Continues Nowitz, “[Lift] systems are customizable, and some are specially designed to fit into a small bathroom.”

Despite the market’s enormous potential, however, many HME providers overlook opportunities to expand their bath safety sales, manufacturers say. Here are some ways they suggest for increasing business in the category.

1. Show the customer the product Providers should carry more bath products in their showrooms to enable a customer to see and touch the product, suggests Clarke Health Care’s Lawrence. “Most people are more likely to buy if they can see the product first-hand instead of looking at a picture in the catalog,” he says. Some of the more successful HME providers in the bath safety category have gone even further by installing a bathroom mockup in their store, says Crozier of Home Care by Moen. “This allows patients and caregivers to become comfortable with the products before they purchase,” he says. “They can visualize the products in their own home and test the products for comfort and stability.” This is also a great way for HME providers to differentiate themselves and provide more service than mass retailers. “A lot of dealers have spent a lot of money building up their showrooms,” says Nowitz. It’s all about creating a customer-friendly, retail-like shopping experience.
2. Remember that aesthetics matter People don’t want their bathroom to look like a hospital bathroom, says Lawrence. “[Consumers] are begging to see products that are more stylish, easy-to-store or travel with and very easy to install. To be able to show these types of things in a showroom may make the difference in whether they buy the equipment or not.” Crozier agrees. “By providing products that offer added comfort and a look that coordinates with their bath, you will be able to increase cash sales,” he says. “Consumers are requesting — and are willing to pay for — products with added functionality and style.”
3. Zig when the competitor zags HME providers should take a look at nearby competitors to see what products they are carrying or not carrying, suggests Lawrence. “Then they should try to specialize in something that no one in the area has. A niche product is always a good thing.” In addition, Sandhu of Invacare sees benefits to offering a complete range of products to maximize sales and offer a one-stop shopping convenience.
4. Be alert to opportunities for cross-over sales Never miss an opportunity to leave information or a brochure with a patient, a caregiver or a social worker, says Gamburd of ShowerBuddy. “Crossover sales from other categories are a great opportunity. If they have a wheelchair, they are going to need a ramp,” says Gamburd. “Half of the wheelchairs go out with ramps. But also, if you need a wheelchair, you need a device to get into the shower.” Sandhu suggests contacting hospitals and other medical facilities to position bath safety products as good hospital discharge items. An example would be selling raised toilet seats and tub bars for patients being released after having hip or knee replacement.
5. Create an infomercial for a local cable channel Some HME providers have gone on television to demonstrate their bath safety products. It can help customers form a picture of what is possible, says Nowitz. “We should think in terms of educating the public about what’s out there,” he says. “Sometimes disabled people have trouble sleeping at night. If you go on cable TV in off-hours and show something that solves the problem, there is an existing audience that you’re trying to reach. It isn’t Madison Avenue advertising, it’s education.” Manufacturers can help by providing material for a cable TV infomercial, whether it’s a clip reel or 30-second commercials on DVDs. A local provider who takes advantage of cable TV will find his or her phone ringing the next morning, Nowitz believes.
6. Market aggressively HME providers should display marketing literature in-store to better communicate key features and benefits, says Crozier. Also, they should offer new product updates to communicate and educate customers on product availability and special offers. Gamburd suggests an in-store display with a video showing how the equipment works. In the field, a laptop can show a product presentation or video. Adds Sandhu, “Having well-merchandised displays and literature for walk-in traffic to showcase the variety of available products is key to growing sales if providers have a retail showroom.”
7. Don’t overlook rentals For someone with a short-term disability, there is a great opportunity for product rental, notes Gamburd, even in the bath products area. “I know a provider who bought five [ShowerBuddy] units and rents them out by the month,” he says.