Opportunities in OTC

What should the average dealer do if national competitive bidding for durable medical equipment becomes a reality? There are many opportunities available to increase business, and now is when every entrepreneur should start thinking about building over-the-counter cash sales. There are several ways to do this.

The Mecca Approach

The approach that stands out as the most practical, the least expensive and the one that can bring cash sales back is to make your location a mecca. Most people enjoy shopping. Take an afternoon off and go the local mall where you live. Watch which stores people enter, and see how many walk out carrying a package.

Next, examine your showroom. Is it brightly lit? Are similar products displayed together? Can customers find different departments without asking where they are located? Your showroom should show customers where they can find that which they seek.

The PR Approach

As the name implies, public relations means getting your message out to your clientele. This does not require a major financial investment.

Why should customers go to your location when there may be many other providers offering the same products? Because you are inviting them. How do you invite them? Sometimes simple methods can prove beneficial. Using your computer as a base, you can create a list of customers and the specific items they purchase. This list then becomes the nucleus of a mailing list.

Next, prepare a monthly newsletter that shares health and food tips, includes a bit of humor and specials — a coupon or a discount — on selected items. These newsletters can travel a great distance: Neighbors will share interesting newsletters with one another, while physicians and other practitioners will leave them for their patients to read.

The Meetings Approach

Hold promotional Saturday morning meetings. These have always proven to be traffic-builders. Once a month, have a “blood pressure day,” a “cholesterol-screening day,” or a special day for any of a series of other similar tests. Have a nurse available to perform the tests.

In addition, invite a representative from the company whose product you feature — a sphygmomanometer for blood-pressure day, for instance — to place a table display in your showroom. I assure you, he or she — and your customers — will want to come back often.

The Smartest Dealer

Competitive bidding will happen. When? We cannot predict, but, to prepare, consider building your cash sale opportunities. Over-the-counter sales are not going to be awarded to the lowest bidder, but rather, to the smartest dealer.

The value of a customer

I had an interesting chat with a DME dealer, who told me that he and his staff grade their customers by the volume of sales and the profits they realize from each. I asked for more of an explanation, and here is what he shared.

The customers who are in long-term care with a family caregiver receive the most attention. Those clients brought in by a case manager or recommendation from a physician will be given similar attention. All others are, in this dealer’s estimation, considered walk-in clients until something happens to change their status.

This is an intriguing concept, but I find it to be lacking. I learned many years ago the value of a customer: That lady or gentleman who stops by to purchase a package of adhesive bandages or any other small item can become an important patron tomorrow. Unless they feel that you care, they may very well take their business elsewhere.

Treat every shopper as your most important patron at the time of the transaction. Creating good will and good relationships with your customers can pay big dividends!

Sheldon “Shelly” Prial is a partner with HPS Healthcare Management. In 1987, he founded the Homecare Providers Co-op, now part of the VGM Group. He can be reached by e-mail at [email protected] or by phone at 888/367-7208.