Home Care for the Wii Generation

Don't overlook the pediatrics sector. It might be a small market with small customers, but the opportunity it presents to HME providers is full-grown.

"It is a well-supported and well-positioned niche of the market," says Chris Braun, president of president of pediatric mobility manufacturer Convaid. "It's not super-high-volume business, but it is a good revenue source, and there are always new developments to offer."

Pediatrics business spans beyond mobility across the gamut of home products, and growing the business depends on working closely with parents and caregivers while engaging with the community, says Braun. "It really starts with involvement with therapists and parents. As I see it, the education process involves the dealers, the parents and the therapists."

And what about the young customers themselves?

"Children today have much higher expectations in terms of color and excitement than their predecessors," says Rick Derks, vice president of marketing for Medline Industries' DME division. "We attribute this to the Internet, video games and the proliferation of ever-exciting new TV programs and movies."

The Internet is also opening opportunities for more product exposure related to pediatric equipment, adds Braun. "What the Web has done is make the information accessible to the parent or caregiver before they go to buy the wheelchair."

Light and Bright

Product design trends include use of new materials to make products as lightweight and functional as possible. In the case of pediatric wheelchairs, that means lighter-weight aluminum and alloys, composite tires and components, plastics, various types of blended materials and lightweight, washable fabrics, says Convaid's Braun.

"These products are designed so the child will feel he or she is part of his environment. They are softer but durable, and colors are designed around a child's taste, including bright colors."

While the company offers wheelchairs, strollers and mobility support, its original product, the Convaid Cruiser, is still one of its largest-selling items. The lightweight folding pediatric wheelchair has positioning features including lateral supports, thoracic controls, a headrest and elevating footrests. "The intent is to make it easier for the caregiver to take the child with them wherever they go," says Braun. Extension kits and other mechanisms are available to accommodate growth.