Smart, Savvy and Sensitive

Most people believe competition is healthy. It forces you to push yourself, your company and your employees to strive to do better, think smarter and focus on ways you can create a positive, long-lasting experience for your customers.

In the area of women's health, particularly the post-mastectomy market, competition is varied and strong. Women who are diagnosed with breast cancer have a plethora of choices when it comes to choosing where and from whom to purchase the products they need. So the focus of a successful provider in this specialized niche has to involve smart marketing, a keen sense of merchandising and a commitment to outstanding customer service.

Pink Is Optional

Choosing post-mastectomy products is a daunting and sensitive task. Experts agree that the environment should be tailored to women. But that doesn't mean everything has to be decorated in pink (even though customers may be wearing it).

"It should be an appropriate, accommodating and respectful environment," says Colette Weil, principal of Summit Marketing in Mill Valley, Calif. "You never know the state of someone's mind when they come in, so you want the area to be appealing and one that can transcend the situation. You want them to be affected in a positive way."

Modern fixtures, the right lighting and attractive signage are key, according to Weil. "This means treating the products like high-end items that need to be merchandised in the right way, which has to be smart and sensitive."

Provider Cindy Ciardo, CEO of Knueppel HealthCare Services in West Allis, Wis., agrees.

"Products should be displayed for women to see and touch. The showroom should be organized, neat and color-coordinated — details that mimic a well-designed store or boutique," she says. "There should also be a large selection of products."

To enhance the showroom setting, Weil recommends regularly incorporating decorating themes that can be based around holidays, seasons or special events such as breast cancer awareness or fundraising events.

"If it is going to be within a standard HME environment, you need to enter into a new 'consumer psychology.' You need to be able to visually see the transition to a different environment," she says.

Having the right staff is as important as having the right atmosphere.

Ciardo stresses the importance of hiring certified and experienced fitters. At the same time, this is an area where personality does matter.