If you think the most home medical equipment manufacturers can offer is a fair price on products, you're barely skimming the surface, according to Eric Wiechart, chief executive officer of Lima (Ohio) Medical Supplies.

In addition to competitive prices, Wiechart negotiates for thousands of dollars each year in promotional materials. And it's paying off in increased sales.

"Push [the manufacturers]," he says, "and let them know it's their job to push you."

At least four times a year, Wiechart meets with manufacturers' sales representatives to hash out marketing ideas. "I ask them what people are doing to be successful and who is successful within their own company," he says. "That way, I can talk to the guy who's best at selling scooters or lift chairs or whatever product we're discussing."

Supported by manufacturers, Lima Medical has developed a calendar highlighting different product lines each month. For example, March was mobility month. The company featured a scooter in its monthly newsletter, sent out a scooter flier-created by a manufacturer's design department-about the company's service department and placed a few newspaper ads and television spots, also largely designed by manufacturers.

That's not all. Using his company's database, Wiechart identified customers with diagnosis codes that might apply to a power chair and sent them a postcard-again, manufacturer-produced-offering a scooter discount.

Lima Medical budgeted about $3,000 for March's marketing campaign. "We'll probably earn 10 times that," Wiechart says.

In addition to printed materials and sales tips, he asks sales reps to make an appearance on special days, such as Wound Care Day or Mobility Day.

Developing relationships with manufacturers of all types of products is key to receiving their aid in sales efforts, Wiechart says. Manufacturers will often ask the provider to match what it spends. "I ask the minimum dollar amount I need to give and I always show I exceed that so the next time they have a little more money. But no one is going to give you money to put into your payroll-they need to see results."

Results show Wiechart's marketing campaign is working. Sales of retail products, which make up about 20 percent of the company's $4 million in annual revenue, grew 27 percent in 1998. They represent Lima Medical's fastest growing product lines, Wiechart says.

In fact, Lima Medical's proven performance of providing consumer-driven retail products and services enticed a buyer for the company-Lima-based McAuley Management Services, a for-profit subsidiary of St. Rita's Medical Center. "Lima Medical knows how to excite their customers and profit in a business that a lot of people can't get margins out of," said John Reed, administrative director for St. Rita's Homecare, which bought Lima Medical March 1.

Wiechart says he and his 35 employees will continue to do just that.