The competition for incontinence management products is fierce — not surprising since incontinence affects over 13 million people and that number is only expected to increase as the Baby Boomer generation ages.

“We expect the absorbent incontinence market to grow more than 10 percent over the next year,” says Mary Pat O'Connor, product manager, adult care marketing, for Kimberly-Clark Corp. “This growth is a result of more home care, the aging of America, and new and improved products.”

O'Connor says between the years 2000 and 2005, the over-55-year-old segment of the population is expected to be three times larger than other ages combined.

Normand Daoust, home care business manager for SCA Hygiene Products, agrees and adds that the number of female customers between the ages of 45 and 54 is growing at a rate of 8 percent annually. They are buying products specifically manufactured for incontinence rather than using traditional feminine hygiene products, he says.

Such numbers boost manufacturers' enthusiasm for the market, but this is tempered by retail competition. Home medical equipment providers face not only mass merchandisers and national chain pharmacies, but also neighborhood grocery stores that offer convenience and low prices as their strongest selling points.

So, is there an impetus for the HME industry to carry and promote disposable and reusable incontinence products? Resoundingly yes, say industry experts, who list education and marketing as the best strategies for taking advantage of this growing segment of home care.

GETTING THE WORD OUT

“Wherever the market is today and wherever the consumer base is today, it is just going to increase year in and year out,” says Chris Gegelys, president of Humanicare International. “If home medical equipment providers have not been successful to date with incontinence, they shouldn't give up.”

Since so many people are just now becoming aware of a need for incontinence products for themselves or one of their family members, HME providers are not competing with customers who are loyal to a particular retailer or brand, says Gegelys. What is important is “getting there first,” he says, and letting them know what their local HME provider offers.

Experts advise providers to invest in creative marketing so they will be viewed as the primary source of information on incontinence in their community. John Hopkins, Paper-Pak Products' director of marketing and general manager for Western regional sales, recommends targeting marketing efforts toward home care agencies, hospice providers and assisted living communities. “There is a big potential for growth if they can [establish] these partnerships,” he says.

Another strategy is approaching local urologists and urology clinics with educational, treatment and reimbursement information, says John Anderson, marketing manager, Mentor Corp. He says providers should take advantage of manufacturer-supplied educational videos and pamphlets, since they are readily available and target specialized groups. “HME providers can become the resource in their community,” he says.

FINDING A WAY

Hopkins and others say home delivery is the strategy that will distinguish HME providers from their competition. “The big potential for growth and revenue is to figure out how to cost-effectively deliver to the home,” says Hopkins.

A big plus for HME providers is that they can take advantage of their current set-up. Most carry a broad selection of products and are familiar with product brands, benefits and indications. “Grocery stores have limited shelf space to carry a full line of incontinence products,” says O'Connor. “In contrast, HME providers can carry a full line of products for incontinence, as well as other home health needs.”

The Cost of Incontinence
Market Projections Show a Steady Increase in Revenues
(In billions)

2001	$17.6
2002	$18.3
2003	$19.1
2004	$20.0
Source: “Trends in Aging” (Theta Report #955, June 1999)

Variety is not the only benefit. “There is an opportunity for HME stores to carry products that are not widely distributed in supermarkets and to have information on why one product might be chosen over another,” says Gegelys.

Education is why many people choose to visit an HME provider, says Tom Rothrock, president of TransAqua, who adds that information is key to success in this industry. “We don't have to create an audience for our products — one is already there,” he says. “Our goal is to help people find what they need.”

Connecting With the Caregiver

The number of informal caregivers in the United States is estimated to be 20 to 25 million, according to the National Council on Aging. Many of these caregivers face the challenge of caring for an elderly family member who is incontinent.

A 1998 Kimberly-Clark study discovered that 74 percent of caregivers prefer one-stop shopping, says Mary Pat O'Connor, product manager, adult care marketing, for Kimberly-Clark Corp. That is great news for HME providers, who can also provide caregiver education on the different types of incontinence and available products.

Creating a bond with caregivers is a solid marketing approach, says John Hopkins, director of marketing and general manager for Western regional sales, Paper-Pak Products. Hopkins, a strong proponent of home delivery, says caregivers may pay more for the convenience of having incontinence supplies delivered to their homes.

What's Ahead

Across the board, manufacturers say the trend in incontinence products is discretion, both in thinness and in the feel of the material. “The more you can make it feel like underwear, the more people are going to be willing to wear it in the home care marketplace,” says John Hopkins, director of marketing and general manager for Western regional sales for Paper-Pak Products.

Mary Pat O'Connor, product manager, adult care marketing, for Kimberly-Clark Corp., agrees. “We want to offer consumers even more underwear-like products that give them a high degree of comfort and a greater sense of normalcy,” she says. “We also are focused on developing smaller, more discreet — yet highly absorbent products — especially in the pad segments.”

Protective underwear, a product that has been on the market for a couple of years, continues to make a strong impact. “This type of product reflects where the industry leaders are taking product development,” says Normand Daoust, home care business manager, SCA Hygiene Products. “This sub-category is growing at a three-digit pace in retail and will have a huge impact on the product offerings in the future.”

The urinary catheter market, which should reach $7.1 billion in 2003, according to Business Communications Inc., Norwalk, Conn., is also seeing a transition in manufacturing. The use of silicone is revolutionizing the industry, says John Anderson, marketing manager, Mentor Corp. “Silicone breathes better than latex so the [external] catheters are more comfortable to wear and you don't have the issues with latex allergies,” he says.

Internal catheters are also being positively affected by the use of silicone, says Anderson. “The catheters can be made thinner so you can use a smaller catheter and still get better drainage,” he says.

The Risk of Poor Management

Urinary incontinence can become progressively worse without proper medical treatment, causing rashes, infections and pressure ulcers. Since these conditions can escalate quickly, proper skin care is of utmost importance, manufacturers say.

According to the Web site, www.wounds1.com, if incontinence cannot be prevented, pads or briefs that absorb urine and wick moisture away from the skin should be used along with routine use of protective ointment, which can help prevent maceration and irritation for people who are consistently incontinent. Home medical equipment providers can complement their incontinence management program with other supplies such as cleansers that help maintain the natural chemistry of the skin.

Today's wound and skin care products are designed to promote a shorter treatment time. Manufacturers also take into consideration the needs and abilities of consumers when it comes to product development, says Leslie Carroll, market support, MÓlnlycke Health Care.

Experts Interviewed: John Anderson, marketing manager, Mentor Corp., Santa Barbara, Calif.; Abe Biston, president, United Ostomy & Surgical Supplies, Elmwood Park, N.J.; Jennifer Brinkman, marketing manager, Johnson & Johnson Medical, Arlington, Texas; Leslie Carroll, market support, MÓlnlycke Health Care, Eddystone, Pa.; Normand Daoust, home care business manager, SCA Hygiene Products, Eddystone, Pa.; Chris Gegelys, president, Humanicare International, East Brunswick, N.J.; John Hopkins, director of marketing and general manager for western regional sales, Paper-Pak Products, LaVerne, Calif.; Mary Pat O'Connor, product manager, adult care marketing, Kimberly-Clark Corp., Neenah, Wis.; Tom Rothrock, president, TransAqua, Gastonia, N.C.; and Jim Rystrom, sales director, Capital Marketing Technologies, Waco, Texas.

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