Page 16 - HME Business, November 2017

“CVI, the progressive disorder that compression garments treat, is believed to affect 40 percent of the U.S. population. This means that almost one out of every two customers could have an interest or need in compression therapy garments.”
— Matt Howard, SIGVARIS.
or community being different, pharmacies should look at what potential customers in their area meet this simple indication.
“Exploring new demographics can expand the customer base from just the traditional pharmacy customer,” he says.
Marketing Compression
Garments in the Pharmacy
ATN Compression Socks, formerly known as Total Compression Solutions, manufactures medical grade compression socks aimed at anyone
on their feet for long periods of time. According to ATN president Kelly Krumplitsch, ATN’s primary demographic has been nurses, physicians and other healthcare providers who spend a lot of time standing or walking. Through their healthcare clients, Krumplitsch explains they get many referrals for patients in other types of occupations, including chefs, construction workers, teachers, bank tellers, retail professionals, truck drivers, train engineers and anyone who has had varicose vein surgery.
“The average person is wearing 20 mmHg to 30 mmHg compression to take care of their legs,” she says. “They get all the clinical benefits of increased circulation and decreased muscle soreness and fatigue, while managing pain and swelling associated with varicose veins.”
Along with offering basic style compression socks, knee highs and thigh highs, ATN has what Krumplitsch calls their fashionable fun prints — bold, colorful compression wear with myriad colors, styles and prints to choose from.
“Ours fashionable fun prints don’t look like medical leg wear,” she ays. “With that, we see higher patient compliance. When people are referred to wearing compression socks, they have that ability to be fashionable and fun, and people can express their style with these different prints, and they don’t look like they’re a medical product.”
Kam Howard agrees: “Gone are the days of only beige nylons,” he says. “While referring practitioners and customers may fall back on
the traditional beige or black gradient compression products, today’s customers want options. Customers are wanting more out of their compression garments from fashionable features like patterns or colors to comfort features like innovative wicking yarns and breathable materials.”
Another excellent reason for compression to be fashionable is that it draws more people to a product category that they might not have paid attention otherwise, according to Matt Howard. This lets the consumer take active measures toward chronic venous disease, while not compromising their personal style.
Matt Howard says that for CVI, 40 percent of pharmacy foot traffic could be in need of a compression garment. But he also argues — and this has been backed by other DME compression experts — that compression has benefits for just about anybody who wears it.
“Compression garments come in a variety of strengths to both treat a wide range of CVI symptoms, as well as provide preventative measures
Tips for Growing Your Compression Business
Our article experts offered pharmacists the following tips for growing a compression business:
Krumplitsch:
• Compression socks are harder to put on than normal socks, and some- times patience and a few extra minutes are required.
• Customers need to know that compression socks don’t have to be boring. When the compression garments are fashionable, you likely see higher patient compliance.
• Make sure customers and caregivers know that compression socks should not go in the dryer. Dryer heat and fabric softener break down the compression. They last much longer if they’re washed in cold water and just laid flat to dry.
• Cross-fitters and other types of athletes wear compression mainly to clear lactic acid more quickly. They can wear them while participating in the sport or after the event to help aid recovery and decrease muscle soreness. Of course, they get the benefits of increased circulation during the activity, as well.
Kam Howard:
• Let referral sources know you are in the compression hosiery/sock business.
• Educate your staff on how to properly fit patients or how to properly com-
municate sizing and fit guidelines to patients to measure themselves.
• Research your population so you can better serve patients and prospect
customers with the right product mix.
Matt Howard:
• Education of the products for employees and customers is important for success.
• An engaged staff will help increase compression sales.
• Use a compression manufacturer that provides training and sales support.
• CVI is a widespread disease, so any referral partner outside of pediatrics
is likely to have a patient population in need.
Rx 8 November 2017 | DME Pharmacy
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