Page 25 - HME Business, August 2017

to the American Academy of Family Physicians
• Skateboarding injuries in 2011 accounted for
78,000 emergency room visits, says the American Academy of Orthopaedic Surgeons.
The common denominator for this growing population of people susceptible to strains and sprains is that products like wraps, bracing and compression are effective for recovery and preven- tion. The opportunity to jump into or grow your share of this massive space is there — but to be successful in gaining market share, HME providers need to find a way to maximize their marketing.
Expert Marketing Advice
Matt Garver, vice president of marketing, for orthopedic product maker says that arthritis
is the nation’s leading cause of disability, affecting approxi- mately 54.4 million adult Americans, which represents approximately one
in five people in your
community. “What’s more, two-thirds of arthritis suffers
are younger than 65, so contrary to popular opinion, it’s not simply a disease for senior citi- zens,” he says. “Compression wraps, like those found in Brownmed’s IMAK Compression line, may offer relief for many dealing with this type of chronic pain.”
Garver says that in the summer months, preva- lence of acute injuries requiring splints or casting and overuse injuries, such as plantar fasciitis, become much more commonplace. He says that to reach these patients, target the trainers.
“They’re in contact with athletes every day and can refer them to your store,” he says. “There
are tons of trade shows, like the upcoming NATA (National Athletic Trainer Association) Convention, which offer the opportunity to network with indi- viduals in this field. If trade shows aren’t possible, local high schools and youth sports teams are always looking for sponsors. The key is to simply be visible in the community.”
Garver says that once customers are in your store, having the right products makes a world of difference. Stocking your shelves with quality products that generate high levels of customer satisfaction has long-term benefits for your success, he says.
“Products designed specifically with patient comfort in mind, like the Sharper Image Plantar Fasciitis Day and Night Relief Kit, increase patient compliance,” he says. “Increased compliance leads to improved product efficacy. Improved product efficacy leads to increased patient satisfaction. Increased patient satisfaction means you’ve got a loyal customer who will come back for additional products and become a referral source for you in the future.”
Lastly, Garver says, the ubiquity of smart-
phones means consumers and patients are armed with more information than ever before. Customers are no longer relying solely on a doctor’s recommendation and may not consult a physician at all for certain orthopedic braces or wraps, and this can lead to overconfidence and confusion once they walk through the front door.
Also, expect customers to do a search of
your on-the-shelf product on their smartphones while walking the aisles of your store. Make sure your website has an excellent FAQ that answers all of your customer’s questions about the particular product.
“What should I get? Is this really the right product? Why is one brand better than the other?” Garver says. “Merchandising products
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