The message of the women's health market, particularly post-mastectomy products, is one of success: Experts say today's breast forms and bras have achieved near-perfection in materials, styles and, most important for breast cancer patients, choices.

Yet, in the technologically advanced world of breast implants and reconstructive surgeries, this message is often lost.

"One of the things we [manufacturers] have done is give a variety of choices to the customer," says Judi Simon, president of Capital Marketing Technologies. Informing consumers of these advancements, however, can be difficult when physicians do not provide information on prostheses when discussing options with their patients, she says.

Having to market the benefits of breast forms through referral sources that might also be competitors can make the providers' tough job even tougher. Other challenges facing this market include inadequate insurance reimbursement, differing styles of surgeries and competition between traditional home medical equipment providers and specialty boutiques.

On the plus side, manufacturers say, this constant stream of product innovation has also played an important role in market growth.

PROVIDING NEW SOLUTIONS

"Over the years, our field has been about innovation," says Barbara Ettenger, breast care product manager for Camp Healthcare. As she recalls, the water-filled, teardrop-shaped forms of the early 1960s were the precursor to silicone-filled forms, which were introduced in the 1970s. These forms were designed for women who had radical mastectomies. Then, as simple mastectomies became more popular, manufacturers changed the shapes of the breast forms to work best with the remaining tissue on the surgical site.

"Our next step is to come up with products that can more personally fit a woman or fit to her unique chest wall," she says.

To meet the changing needs of the breast cancer patient population, manufacturers now offer, in addition to traditional full-size breast forms, shells for lumpectomy patients and partial forms for women after reconstructive surgery. Most experts say these new products will sustain the market in coming years.

"We have seen a growth in what we call our basic line, which is a smaller type of form that weighs less and is not as projected," says Simon. "We see that's where the market is going. It doesn't mean that there are less sales; in fact, we're selling more pieces here than we are the bigger forms."

LONG-TERM BUSINESS

Repeat sales are essential in any competitive marketplace -- and have become more of a possibility in the post-mastectomy market given advancements in treatment success.

"Women who had surgeries five and 10 years ago are surviving and coming back to purchase again and again," says Linda Jackson, president of Ladies First.

To service this population, says Chris Voet, product manager for Airway, the market must continue to provide forms for women who have undergone radical or simple mastectomies, lumpectomies or reconstructive breast surgery. "You have to have the products that service all of those needs," she says.

Proper fittings are also crucial to retain repeat business, say experts. If a woman is not properly fit with both a bra and a breast form, then her experience becomes negative and lessens the likelihood of repeat purchases or referrals.

According to manufacturers, providers that want to remain profitable in this industry must develop detailed marketing plans -- including efforts to educate referral sources, women's groups and their entire communities. It is important for women to know about the benefits of breast forms before they decide to have reconstructive surgery, they note.

CUSTOMER CONFIDENCE

The American Cancer Society predicts one in seven women will be diagnosed with breast cancer during their lifetime -- close to 200,000 each year -- and the survival rate continues to increase. These survivors are comfortable researching their options, from full-size breast forms to partials, shells and lingerie.

"The women's health market will continue to grow because the baby boomers are coming of age, are more demanding and more educated," says Cindy Ciardo, director of vendor relations at Essentially Women. "They also have more access to information [than previous generations]."

Indeed, for many in the women's health market, one of the most rewarding benefits is helping to restore their patients' confidence. "I think women are [more] educated now and realize that if they are diagnosed with breast cancer, it doesn't have to change who they are," says Jackson.

************************

Measuring Up: Fitter Certification Goes National

THIS YEAR, the post-mastectomy area of the women's health market will have for the first time a formal certification program by the Board for Orthotist/Prosthetist Certification. Until now, post-mastectomy fitters have earned certification by completing manufacturer training schools.

BOC president and chief executive officer Donald Fedder says having an independent and objective measure of someone's competency is important, particularly in an area such as post-mastectomy.

"The patient [cannot be] the ultimate judge of whether [the fitting] is appropriate or not," he says, noting that patients often have nothing to which to compare the products.

Manufacturer training programs also vary in scope and depth -- which makes a standard, national certification all the more important, he says.

To receive the certified mastectomy fitter credential, fitters must attend a manufacturer training school, have at least 500 hours of supervised practice and pass an examination. The examinations will be held twice a year in 20 U.S. cities.

There is good news for experienced fitters. The BOC is offering a "grandfather" provision until June 30 of this year. "People who have been mastectomy fitters for two years or more and have gone through one of the manufacturer's schools will be eligible to be grandfathered," says Fedder. Under this exception, fitters will have to submit a notarized resume that documents their experience and must pay a fee to receive the credential.

So far, industry reactions are positive. “Certification programs, including the BOC's new CMF program, provide an opportunity for dealers to reinforce their professionalism," says Barbara Ettenger, Camp Healthcare's breast care product manager. "Fitters and their clients benefit from the training, experience and continuing education requirements."

************************

Putting a Squeeze on the Market: Compression Hosiery Boosts Cash Sales

Compression hosiery can boost profits for any women's health care provider. More than 60 percent of sales are to women, say experts, and this has pushed manufacturers to listen to their needs.

One trend is to make compression hosiery products more fashionable than those offered in the past. Sheer and "microsoft" fibers combined with stylish colors are making compression hosiery an option for many, particularly for those purchasing the preventive instead of the medical products.

But these improvements in fashion do not exclude medical-grade stockings. "You are seeing the development of sheers in the higher compressions," says Rhonda Machin, director of marketing for FLA Orthopedics. "The demand that was created in the preventive line is starting to carry through to the professional products."

Because compression hosiery is a cash item, it is attractive to many HME providers trying to steer away from Medicare reimbursement. To realize the profitability of this market, manufacturers suggest, use a retail environment that incorporates point-of-purchase displays and educational materials.

"The retail aspect draws their attention to the garments," says Greg Biddulph, marketing manager for Juzo USA. "Once you get their attention, you can educate them on what the garment can do for their leg health."

************************

Experts Interviewed

Greg Biddulph, marketing manager, Juzo USA, Cuyahoga Falls, Ohio; Cindy Ciardo, director of vendor relations, Essentially Women, Oxford, Mich.; Karen Davis, vice president of sales, Supportables, Lee, Mass.; Barbara Ettenger, breast care product manager, Camp Healthcare, Jackson, Mich.; Donald Fedder, RPh, DrPH, president and chief executive officer, Board for Orthotist/Prosthetist Certification, Baltimore; Linda Jackson, president, Ladies First, Salem, Ore.; Rhonda Machin, director of marketing, FLA Orthopedics, Miramar, Fla.; Terri McLeod, product manager, Coloplast, Marietta, Ga.; Marci Olsen, manager, Hats With Heart, Sandy, Utah; Michelle Padgett, director of export and private label sales, Therafirm Compression Products, Ellerbe, N.C.; Judi Simon, president, Capital Marketing Technologies, Waco, Texas; Chris Voet, product manager, Airway, a division of Surgical Appliance Industries, Cincinnati.

To follow up with these companies, check out the complete listing in HomeCare's annual Buyers' Guide.