Charlestown, R.I.

Durable medical equipment providers are missing out on the lucrative family caregiver market, according to a new study by The Caregivers Advisory Panel titled The Caregivers Report: Research Insights for DME Providers and due to be published in May.

Research shows that 96 percent of all caregivers say they buy all or nearly all of the caregiving health products that are bought, said TCAP president Paul Alper. The problem is that when family caregivers want information, they aren't looking to DME providers.

In our study, only about 11 percent of caregivers say they are very likely to turn to a home medical supply store for practical information on caregiving this versus 20 percent for pharmacists, 31 percent for a home health professional and 42 percent for doctors, Alper said. If caregivers are the ones buying the products but they're not looking to you for help, then you don't have any control over their purchasing decisions.

In general, I don't know if the DME dealer has placed a priority on reaching the caregiver as a decision maker, he continued. We've learned from previous client research that, as the health care system is changing, family caregivers want foremost to keep loved ones in the home; second, to play a very active role in providing care; and last, [to] make sure the products they're getting are effective and easy to use. And all this means being an informed consumer about what gets purchased.

Bottom line, he says, the DME dealer has a wonderful opportunity to reach out to caregivers and recognize their role in product and brand decisions.

For more information, go to www.caregiversadvisorypanel.com or call 877/595-6227.