Reaching for More

Understanding the market is key to selling more aids to daily living, says Peter Shmagola, CEO, Parsons ADL, and the target consumer may not be as obvious as you think.

Shmagola suggests the person making the buying decision is more likely to be 50 years old than 80. He sees the caregiver — that member of the “sandwich generation” who is struggling to keep the kids in college while caring for an aging parent — as the key to selling more Aids to Daily Living (ADLs).

“The 85-year-old might not want to admit they need the product or might not want to spend the money,” says Shmagola. “The caregiver is more likely to buy.”

The breadth and diversity of the ADL category — from reachers to bathroom grab bars to leisure products — can appear challenging for HME providers looking to balance the need for a broad offering that serves customer demand against the expense of devoting extra shelf space and inventory. But the rewards are great for those who get it right: higher cash sales that can help to offset money lost to lower reimbursements. And although the products can be low-cost, the profit margins are healthy, according to manufacturers.

Shmagola contends that consumer awareness is crucial: Many people just don't know these items exist.

“Don't tuck these products in the back of the store where they will be forgotten,” he warns. Parsons offers a broad array of products, from cleaning aids and reachers to kitchen items, eating devices, dressing aids and bathroom grooming aids. The Canadian company does about 30 percent of its business in the United States, where about 200 HME providers carry its products.

With products designed to offer ease and comfort of daily living, the category also may offer an opportunity for HME providers to branch out.

“It's about disability but also it's about the simple aging process,” says Ruth Mallin, owner of Independent Needs Centre, which provides a variety of personal care items for dressing, eating, grooming and toileting. The company also provides leisure products such as magnifying glasses, book holders and large-number playing cards.

Mallin stresses the importance of listening to the customer base. “Who are your customers and what are they looking for? If you are located near a medical center that does a lot of hip replacements, you should know what they will need and cater to that need.”