Page 16 - HME Busines, Nov/Dec 2018

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Showcasing DME’s Retail Superstars
invest in strategies that build rapport with customers and cultivate an environment where the customers feel that their health care needs are being met — all of which begins with inves- tigating and identifying customers’ core needs.
Rob Baumhover, VGM’s director of retail programs, says he believes that “this investi- gation starts with the right products carried in-store, the correct messaging on marketing materials and a long-lasting impressionable store experience. Do all these components and providers can expect increased store traffic, returning loyal customers alongside rising earnings.”
To help pharmacies start their own investi- gation, DME Pharmacy asked several vendors and DME pharmacies and providers to offer their best retail practices across multiple
HME product categories. From engaging and educational signage to visually inviting product displays, these suppliers and providers familiar with the retail market serve up some of their best retail practices to improve the look of your front-end and move your business forward.
Incontinence
DME pharmacies understand that inconti- nence is a common issue. In fact, the National Association for Incontinence estimates that
25 million adults experience some form
of urinary incontinence. Despite the large number of people that deal with incontinence, stigma surrounding the issue remains, leaving consumers of incontinence products feeling embarrassed when looking for a product that best suits them. The way that HME pharmacies showcase their incontinence products can go a long way in helping these consumers find what they need.
David Krieger, home health care sales manager for incontinence product maker
Tranquility, says, “Most customers only know about the leading national brands.” These include brands like Depend and Poise, but just because they are well-known, doesn’t necessarily mean they will be right for every customer. It’s important to offer the best solu- tions based on an individual’s needs, not just what is most well-recognized.
In a survey conducted by ParentGiving.com, an online organization and resource dedicated to caregiver support, incontinence consumers noted lack of products as being top concern when attempting to manage incontinence. When customers can find the right products for them, they feel more confident to avoid accidents.
“Customers shop at DME pharmacies because of the expertise and personalized service that is provided,” Krieger explains. “Offering high-performing superabsorbent incontinence products supports customer expectations to find ‘prescription strength’ solutions at DME stores.”
Pharmacies use signage to make it easier for customers to know that incontinence solutions are available and where they are located in the store. Customers who prefer discretion when shopping for incontinence products will appre- ciate a clearly marked store where they can navigate to the products without asking a lot of questions.
“These are consumable products that will turn one-time purchasers into loyal reoccur- ring customers, so don’t hide the product in the stockroom,” Krieger notes. In addition to displaying the products on a shelf with signage,
hme-business.com
“This investigation
starts with the right
products carried
in-store, the correct
messaging on
marketing materials
and a long-lasting
impressionable store
experience. Do all these components and providers can expect increased store traffic, returning loyal customers alongside rising earnings.”
— Rob Baumhover, VGM Retail Services
“Customers shop
at DME pharmacies because of the expertise and personalized service that is provided.”
— David Krieger, Tranquility
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