Bariatric Sales Require Sensitivity, Commitment

The CDC estimates about a third of the U.S. population is obese, and the numbers are growing. It's an alarming trend that has engendered a wide range of home care products, even though providers can face additional costs when looking to serve bariatric needs. It's a market that requires sensitivity and awareness in addition to commitment and monetary investment.

"It all begins with understanding your customer, their pain points and their needs," says Gina Spinelli, customer manager for Philadelphia-based SCA Personal Care, which provides Tena brand incontinence products for the bariatric market.

"Selling bariatric products requires more than just putting them on a shelf," she says. "It is very important that the provider be fully prepared to support the customer with education to ensure proper selection and use of whatever products they choose to purchase. While we believe this to be true across the board for all our products, it is especially so for bariatric because it is a developing market and one that needs to be handled with sensitivity."

Understanding how incontinence can impact a customer, for example, enables providers to recommend the right products. Consider that many obese individuals with incontinence experience skin issues, which can be improved using wash creams, wipes and a diligent incontinence management program. "If HME providers can become more expert in the specific conditions that impact obese individuals, they have the upper hand," says Spinelli.

"Educating employees on the unique challenges bariatric patients face will improve your reputation in the market," adds Mike Sedlak, group product manager for home care beds/therapeutic support surfaces at Invacare, Elyria, Ohio. "Compassion and empathy will go a long way in serving this customer segment."

Selling Value and Durability

Moshe Klerer, CEO of K2 Health Products, Brooklyn, N.Y., which offers Kolb bariatric wheelchair cushions with up to a 500-lb. weight capacity, says bariatric reimbursement is healthy, which makes it a good opportunity. "Medicaid and Medicare understand that costs are higher, that you are using more materials and that there are fewer economies of scale, which increases production costs," he explains.