Dual Opportunity

The manual wheelchair market offers many opportunities for HME providers who want to increase sales and diversify their customer and payer mix. And whether they are looking to satisfy Medicare orders or retail sales, features and price both play an equal part.

"There are two markets. There is the DME market where the provider is providing wheelchairs to the Medicare market, and in the reimbursed market, providers want a good quality product at a good value that is going to last through the cap," says Mike Serhan, category manager, wheelchairs, Drive Medical.

"Then, there is the retail market. In this scenario, it is what the customer wants, not what the provider wants. They want a product that is lightweight, stylish and functional."

For Medicare-reimbursed manual wheelchairs, cost is a considerable factor.

Carolyn Gongwer, Invacare's associate product manager, manual wheelchairs, says that as reimbursement in the manual wheelchair market declines, providers are looking for a quality chair at the most economical price possible.

"Everyone wants more for less. There is also a high demand for dependability and quick shipments to keep inventory low," she says.

Joe Klickna, product manager for Sunrise Medical, says there is an increased realization of features, options and benefits.

"Therapists, users and providers are becoming more educated about differences in materials, chair weight and technologies that help wheelchairs perform the best they can," says Klickna. "This ultimately benefits the user because they continue to receive a better product and their quality of life continues to improve."

Gongwer adds that providers are concerned with finding the best patient care for their customers but know they need to do this in an industry where reimbursement is being cut.

Klickna says that general business pressures in addition to those that are industry-specific make an impact.

"[Providers] have to find ways to offset those costs by looking internally to make sure they are operating as efficiently as possible. Everyone — both manufacturers and providers — has to be efficient to survive," he says.

As manual wheelchairs continue to evolve in terms of pricing and features, HME providers should look for ways to increase opportunities and profits. The key is to be diverse in reimbursement sources, including Medicare, private pay and retail, which includes having a mix of products, says Serhan.