Go to the Mattresses

Nothing is scarier than the unknown, and HME providers tend to stick with what they know. While it's not easy to branch out into new product categories, experts say, particularly during a tough economy, taking the time to explore beds and support surfaces could pay dividends.

Mike Sedlak, group product manager for beds and therapeutic support surfaces at Invacare, says most of the sector's recent growth has been attributable to related support surfaces.

"There is a big focus on prevention of pressure ulcers, and providers can certainly play a big role in keeping the incidence of pressure ulcers down simply by the product that they are putting under patients," Sedlak says. "We need the support of the providers to carry that message."

Chris Ritter, senior director of global sales at The ROHO Group, believes more providers would embrace the support surface category, particularly for beds, if they knew more about it.

"A lot of home care providers are kind of afraid of the support surface market with regard to beds. I don't think they know enough about it, but it is probably easier than the support surface market for wheelchairs," Ritter says. The premise is simple: Medical mattresses play a critical role in providing the patient with the appropriate comfort and support.

With such a substantial focus on wheelchair cushions in the rehab community, Sedlak agrees that mattresses are often the forgotten element.

"The problem is at night, wheelchair users are put into a bed that may not have the same pressure reduction surfaces or capabilities that their chair cushions have," says Sedlak. "It is an 'aha' moment where providers say, 'You're right, we are concerned with patients for the waking hours of the day, but what are we doing for them at night?' Nighttime positioning and nighttime pressure reduction is vitally important."

In today's market, merely banking on the needs of an aging population is not enough to move the sales needle. To gain more business in the provider-driven product category, Ritter says HME companies need to capitalize on existing contacts at hospitals, home health agencies and long-term care facilities. "Ask if they could provide referrals for bed support surfaces as well as the ones for wheelchairs," he suggests.