Back to the Future

“The bald guy.” That was my daughter's complete presentation of her father's 17-year service as protector, chauffer, banker, fixer, soccer ball stopper and hug-ready support system. Elsa was receiving an achievement award and was asked to introduce her parents to the filled auditorium.

So many years. So much effort. Such a significant contribution to the lovely cause. And all of it nut-shelled into an abbreviated, surface view (expansiveness of surface not withstanding): “The bald guy.”

Home care providers, welcome to my world. Regardless of how hard you've worked, how much you've contributed, the shorthand take of who you are is skin deep and not exactly flattering.

Allow me to give some back story.

As a business development consultant (that's fancy pants for “marketing”), I have the opportunity to work with technology companies that hope to introduce new products into the home care marketplace.

These are entrepreneurs, inventors and investors who know a lot about their respective specialties but little about our industry. They lack the resources to roll into the market and build sales and distribution from scratch. Instead, they research the marketplace with hope of tapping into existing channel players (you) who can build demand, offer support and service their products.

Recently I've had opportunity to participate in several research efforts where home care insiders were asked to share their views of the industry's dealer channel. Just as my daughter did to her dear old dad, you (providers) are described not by your many qualities, not by what you have contributed over the years. Instead, the sum total of who you are, Mr. and Ms. Provider, is compressed and polished into a skin-deep assessment. You are the bald guys and gals of health care.

Be forewarned. The view of the home care channel is not flattering. Those surveyed included providers themselves, as well as investors, influencers and product development people. I share these real (if not complete) opinions in hope that tough times provide the spark for many to shift course and take proactive ownership in their own success and the market's at large.

Here goes.

Home care providers are described as a group to be:

1. Pessimistic.

2. Not innovative.

3. A weight on the market rather than a catalyst moving it forward.