Smart, Savvy and Sensitive

Most people believe competition is healthy. It forces you to push yourself, your company and your employees to strive to do better, think smarter and focus on ways you can create a positive, long-lasting experience for your customers.

In the area of women’s health, particularly the post-mastectomy market, competition is varied and strong. Women who are diagnosed with breast cancer have a plethora of choices when it comes to choosing where and from whom to purchase the products they need. So the focus of a successful provider in this specialized niche has to involve smart marketing, a keen sense of merchandising and a commitment to outstanding customer service.

Pink Is Optional

Choosing post-mastectomy products is a daunting and sensitive task. Experts agree that the environment should be tailored to women. But that doesn’t mean everything has to be decorated in pink (even though customers may be wearing it).

“It should be an appropriate, accommodating and respectful environment,” says Colette Weil, principal of Summit Marketing in Mill Valley, Calif. “You never know the state of someone’s mind when they come in, so you want the area to be appealing and one that can transcend the situation. You want them to be affected in a positive way.”

Modern fixtures, the right lighting and attractive signage are key, according to Weil. “This means treating the products like high-end items that need to be merchandised in the right way, which has to be smart and sensitive.”

Provider Cindy Ciardo, CEO of Knueppel HealthCare Services in West Allis, Wis., agrees.

“Products should be displayed for women to see and touch. The showroom should be organized, neat and color-coordinated — details that mimic a well-designed store or boutique,” she says. “There should also be a large selection of products.”

To enhance the showroom setting, Weil recommends regularly incorporating decorating themes that can be based around holidays, seasons or special events such as breast cancer awareness or fundraising events.

“If it is going to be within a standard HME environment, you need to enter into a new ‘consumer psychology.’ You need to be able to visually see the transition to a different environment,” she says.

Having the right staff is as important as having the right atmosphere.

Ciardo stresses the importance of hiring certified and experienced fitters. At the same time, this is an area where personality does matter.

“Employ nice people. That is critical. In this area of work, the fitters should be certified and experienced, and their personalities need to be compassionate and empathetic,” says Ciardo.

Product selection is also important. In addition to breast forms and bras, there are products that can be offered such as skin care items, nutritional supplements, scarves and wigs, and these need to be merchandised appropriately as well.

“For example, if you offer a skin care line, be sure to have samples available like department stores offer in their cosmetic departments,” says Weil.

Having a broad selection of products from different manufacturers is another consideration.

For years, Bobbi Van Riper, president of Colorado Springs, Colo.-based In Care of You, ordered breast forms exclusively from one manufacturer. She recently placed an order from another because of varying reimbursement rates. In her case, Medicaid payments are dramatically lower than reimbursements from Medicare and private payers, which results in a reduced profit margin.

“You need to have a manufacturer mix of goods for your cost structure,” says Weil. “You need the right products based on what you need to make margin-wise.”

Make a Splash

Getting your business’ message out to referral sources and prospective customers can be daunting in a competitive market. Especially in women’s health, it is about establishing relationships and maintaining relationships, which means regular contact is essential.

Van Riper says she has tried “everything under the sun” when it comes to marketing. She has consistently advertised in a local women’s magazine and has run television and radio commercials as well as placing newspaper ads. To keep physicians aware of the products and services she offers, she even provides them with prescription pads with her store information on them. But marketing to physicians is an ongoing task, she says.

“No matter how many times you visit them, the last person in the door is who they will refer to,” Van Riper adds.

Ciardo has chosen varied marketing strategies, including direct mail postcards.

“We have had success with direct mailers that highlight our new products, and those that announce sales are especially effective,” she says.

Ciardo also recommends that HME providers work with breast cancer support groups. She suggests writing articles for their newsletters or hosting or attending a breast cancer support group to introduce new products.

“My favorite thing to do at support group meetings is to compile a tote bag of breast cancer awareness items like scarves and jewelry and other items and draw names to win,” she says. “We make sure that the door prize slip asks for the name, address and phone so we can capture new names for our mailing list.”

Marketing to referral sources can be daunting, but Ciardo says it is possible to create and maintain positive relationships. Knueppel employees continually provide physicians with information about innovative new products and their benefits, and hold in-service events that not only introduce new products but also provide information on coverage criteria and limitations.

“We also provide free samples for them to show their patients,” Ciardo says. “We want to be their informational go-to source.”

“For every provider in our industry, the more ways you can get your name out there — every which way that is affordable in your budget — that is your lead card,” says Weil.

Survivors’ Ranks Growing

Breast cancer is the most common cancer among American women except for skin cancers, according to the American Cancer Society. The ACS’ most recent estimates in the United States (for 2009) show approximately:

• 192,370 new cases of invasive breast cancer diagnosed in women;
• 62,280 new cases of carcinoma in situ (CIS) diagnosed (CIS is non-invasive and is the earliest form of breast cancer); and
• 40,170 deaths from breast cancer in women.

Breast cancer is the second leading cause of cancer death in women, exceeded only by lung cancer. The chance of developing invasive breast cancer at some time in a woman’s life is a little less than 1 in 8 (12 percent), and the chance that breast cancer will be responsible for a woman’s death is about 1 in 35 (about 3 percent).

ACS currently estimates more than 2.5 million breast cancer survivors in the U.S.

• Read the “Think Spa and Sponsorships” sidebar to learn about creative marketing ideas.

Think Spa and Sponsorships

Since competition in the women’s health market is stiff, providers must be creative in their marketing efforts. Those interviewed for this article suggest the following ideas:

• Create themes within your store or department that relate to seasons, holidays and National Breast Cancer Awareness Month.
• Sponsor style shows for survivors of breast cancer.
• Host events such as “spa days” at your location where women can come in and receive manicures or cosmetic makeovers at no charge.
• Invite health care experts to give informational talks and invite your customers.
• Expand your inventory to include non-medical products such as art pieces, jewelry and handbags from local designers.
• Sponsor local awareness events such as races and walks.
• Take advantage of manufacturer marketing materials and expertise.
• Create an informal customer-to-customer support network that links newly diagnosed patients to survivors.