Page 19 - HME Business, December 2017
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                                                                                                                                                                                                                                                                              boomers whom HME providers should be catering to. Often, a son or daughter is the one coming in to ask questions and look at products. And likely they will want the transaction to be completed that day and as quickly as possible. Having demonstration areas in a showroom can help educate seniors and their family members on all the product options that are available to them to help make them safer and feel more secure. So, it’s important that you can communi- cate what product will work best and that you are able to deliver the items on the spot.
Rukas, who notes his company’s marketing strategy includes targeting caregivers, says his company tries to position itself as a trusted resource to baby boomers.
“We truly try to educate both referral sources and potential customers anytime we get the opportunity,” he says. “Also, many of the items that are purchased by baby boomers are add-ons to what is our core business, for example, a private pay purchase of a modular ramp by an existing rehab customer. This is where we are able to provide the greatest value for our current customers.”
Future Trends for Baby Boomers
So what will happen in the future in terms
of HME and boomers? Bello says that, “HME Retailers must remember that they are competing directly with the home improvement stores
for some of these supplies and the continued eruption of on-line sales for medical supplies will always be a competitor.
“HME retailers, aside from their digital footprint, need to become the supplier of choice,” he continues. “They must not just engage the consumers they will ultimately supply the product for, but also their families. After all, their families are typically their children, who today order their groceries on-line and have them delivered to their home. HME retailer are competing not just with the home improvement stores and online purchasing — they are competing with ease of use and access.”
“Baby boomers will continue to shop traditionally and digitally,” Araújo-Méndez
adds. “They love Facebook and online reviews, but they also love roaming the aisles. HME providers should consider becoming product experts. They should be an extension of the baby boomer’s life. As Medicare coverage declines, lots of these products are transitioning into cash sales. With that, for traditional retail, I suggest displaying products out of the box, hanging up engaging signage, and creating  ash promos and discounts. Become a one-stop shop and provide solutions to set their home up for success.”
Yet, HME providers must continue to concentrate on service, which will keep boomers coming in the store, according to Bello
“HME providers must make the community, consumer, and caregivers aware of the services and value they offer,” he advises. “They need to be diligent in demonstrating that while supplies
may be purchased online, the services and
value we add as a local provider is far greater. The mantra for the HME retailer needs to be ‘There Ain’t No App for Service and Care.’ The relational side of selling must be a powerful tool in the capturing of this market. This goes beyond being the corner pharmacy or grocery like in the old days. The HME retailer must not only have a
brand identity, but also the training, education, empathy, and service that the consumer and caregiver cannot get in an app.” n
Joseph Duffy is a freelance writer and marketing consultant, and a regular contributor to HME Business. He can be reached via e-mail at joe@prooferati.com.
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