Page 28 - HME Business, March 2017

Getting a Toehold in Compression
KNOW THAT FASHION IS A FACTOR
Remember that most compression products are garments. Patients wear them on a daily basis, and for many the prospect of being attired in the same “orthopedic brown” stockings, sleeves and other garments isn’t’ all that enticing.
Your patients might want a good therapeutic outcome, but for many appearance will still top the list in terms of their purchasing criteria. In winter time the concern is less of a concern, because compression stockings are fairly easy to hide under pants and boots, but they are not so easy to disguise in warmer weather. (And usually legs tend to swell more in warmer weather.)
Successful outcomes for compression hinge on patient compliance, but compliance can be tough to achieve. Educated, certified fitters can help make it easier for patients.
But regardless of weather, at the end of the day compression patients are like everyone else: they want clothing that helps them feel good about themselves. And that’s a concern that has been magnified as the Baby Boom generation has retired in increasing numbers.
Fortunately, vendors have really started to respond to these needs
over the past several years. Now compression stocking, sleeves and other garments come in a wide array of colors and patterns to fit your clients’ sartorial sensibilities. The key is for providers to stock an equally broad selec- tion so that their patients feel more connected and in control of their care.
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REACH OUT TO REFERRALS
Like expanding into any new practice or category, it’s critical that providers work to educate existing and new referral partners regarding their compression offerings. Try to create educational opportunities such as in-services that can give certified fitters an opportunity to educate medical professionals on the different levels, uses and benefits of compressions.
The goal is to establish an effective referral relationship that ensure that, when the physician sends a patient to the provider, the fitter can examine the diagnosis to determine what level of pressure will work best for the patient. Furthermore, because the provider established a good relationship and provided education, the doctor will be able to provide more precise guidelines about what he or she wants to achieve in terms of treatment, and the fitter can help accomplish that.
Similarly, ensure you position your business as an expert solution provider to various client and patient groups through a combination of marketing and educational events. For instance, see if local assisted living centers
will let you offer an on-site seminar regarding the benefits of compression. Those kinds of efforts will help familiarize patients with what’s available, help reinforce your reputation for expertise in the category, and hopefully start creating some friendly, long-lasting relationships.
Ultimately, compression represents a ripe care and business opportunity for providers to crack into. The learning curve isn’t all that steep, but it does require providers getting a solid footing in terms of product knowledge. Once they have the right expertise on staff, the will be able to make their services a perfect fit for referral partners and patients alike. n
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