Page 17 - HME Busines, Nov/Dec 2018

Krieger suggests offering free samples to customers, placing them clearly throughout the store or at the check-out.
Lastly, it’s important to remember that incontinence is not an isolated medical issue; it can be related to diabetes or limited mobility, among other things. In this case, Krieger recommends cross-selling. For example, “if they are buying diabetic supplies,” Krieger suggests asking, “do they need incontinence products?” Additionally, pharmacies should insert information about inconti- nence with other medical equipment supplies to let customers know what products are available.
Compression
From seniors to diabetic customers to those undergoing cancer treatment or wound care, compression products are essential, but few insurance providers, either private or otherwise, fund compres- sion items. Because of the coverage gap, compression presents an important cash category for DME pharmacies. But in order to take full advantage this position, pharmacies should be strategic about how they merchandise their products.
For Ryan Summers, medical product manager for compression product vendor SIGVARIS, engaging the senses is a key strategy for retailing compression.
“Merchandise fun, bright colors at eye level to bring attention
to the compression set. Displaying eye-catching colors can also encourage the purchase of additional pairs beyond the basic black and beige,” he says.
To create visually engaging displays, Summers suggests the “Rule of Three.” By arranging products, especially different-sized items, in groups of three, pharmacies create a dynamic display that calls customers’ attention. “We often put a thigh high on a mannequin leg with shorter calf height legs on each side to create a pyramid shape,” Summers offers as an example.
One of the things that elevates shopping for compression in-store above shopping online is a tactile, hands-on experience with the product, an experience that is particularly relevant to compression products. Summers notes that “this is especially true for hosiery because sheerer products look different on different skin tones.” Having fabric swatches close by will help customers choose which products work best for them and their skin tone.
While most of these strategies emphasize the fashion element of compression products, it is also important not to lose sight of their main purpose — medical. At Oswald’s Pharmacy in Naperville, Ill., pharmacy general manager Alex Anderson says that they have a hosiery specialist available to customers and all their DME staff and
iso 9001:2015 certified.
pharmacy dmepos
cms deeming authority for home health, hospice & dmepos
achc.org
hme-business.com
DME Pharmacy | December 2018
Rx 7
empowering providers to enhance patient care