Orthopedic Softgoods: Advantage HME

Among the effects of our current societal focus on health care has been more awareness of health-related costs. In the case of orthopedic softgoods, this trend is evidenced by a consumer who tends to be both better educated about a product and more sensitive to its expense.

Health care reform is also creating a general sense of uncertainty among patients and providers alike, all wondering how various ramifications may play out. But Mike Murphy, national accounts manager for Alex Orthopedic, expresses an optimistic view: "When and if all the health care changes take place, if more people are covered, then more people would have access to the products."

Advantage HME

Customers often get access to orthopedic softgoods through their local home medical equipment provider. Although drugstores and some mass merchants provide a limited number of these items, HME providers are uniquely positioned to offer a broad selection along with a level of expertise about the products that is sorely lacking at the neighborhood Walmart.

Those who sell orthopedic softgoods are more likely to employ qualified employees to fit the products, says Murphy, and they should take advantage of that advantage.

A lot has to do with regulations (which vary by state) about who can measure and fit these kinds of products, Murphy says. For traditional retailers, given personnel turnover and the trend to self-service, it is harder to have qualified people on hand. "HME providers are likely to have a more stable workforce, and the owner or a long-term employee can be certified to fit the products," he says.

He adds that certification training can cost up to $1,200 in some states. "A patient can walk into a retail environment and buy an item, but if that same person walks in and someone takes a measurement, it is illegal [unless the employee is certified]," Murphy reminds.

Another advantage HMEs offer is variety — a whole aisle of products rather than a handful likely to be displayed at the local mass retailer. "People are going to need orthopedic softgoods, so they are going to get them somewhere," says Murphy. "Mass retailers cannot stock, and don't want to stock, the number of items the category requires."

Walmart, for example, has high expectations about how many turns a product can provide. With planograms available from manufacturers such as Alex Orthopedic, providers can tailor a selection to meet the specific needs of their market or choose the most popular products. The basic two-foot planogram from Alex includes the most sellable items, and each additional two feet increases customer choice.