I am 60 years old. My father had Parkinson's. My mother had congestive heart failure and severe osteoporosis. Our son had asthma growing up. Welcome to the “sandwich generation” of baby boomers, caring for our children and parents.
Every time I present a seminar or continuing education program, I remind the participants that we are in the business of improving quality of life. Our products and services enable others to maintain or better their daily lives. And when we are suddenly faced with the sobering reality of caring for our parents, spouses or children, we learn firsthand how vital their mental and emotional well-being is to their physical health.
Once upon a time, I was greatly inspired by listening to and spending weekend retreats with Richard Alpert, a brilliant Harvard professor who called himself Ram Dass and wrote the book Be Here Now (yes, I am dating myself). A few years ago, he published another book, Still Here, that once again inspired me.
“The so-called problem of aging is trumpeted everywhere we turn,” writes Ram Dass. “We, the aging, are viewed as a burden instead of a resource … The overwhelming message we're sent is that aging is a great social ill, a drain on society, and an affront to esthetics … In a culture where information is prized over wisdom, however, old people become obsolete, like yesterday's computers. But the real treasure is being ignored: Wisdom is one of the few things in human life that does not diminish with age.”
Ram Dass now writes and speaks from a wheelchair, the result of a massive stroke. He compared his transition from his “old” life to his current situation as having to once again live through the “terrible twos.”
He notes that dependency is very difficult for us to accept because we value independence so highly. Physical frailty and impairments strip us of our traditional roles, leaving us without a sense of purpose or opportunities for achievement.
“Most people believe that what they do is who they are,” he writes, “… and as our lives change, we experience boredom, depression, despair and disempowerment.”
I recently experienced a similar situation, having an accidental fall from a ladder and ending up with blunt force trauma to my leg, bruised ribs and a concussion. Being dependent is scary and depressing when you have always been in control of your own life.
In my case, I actually was comforted by finding “old friends” in my hospital room — a Drive walker and Nova commode — even though I was suddenly using the products on which I have always trained others. But every day my goal was clear: somehow try to get one small step better, more independent and back closer to my old self.
What does all of this have to do with home health care? Baby boomers are reshaping the way we think, the way we live and the way we age. We want to control our aging the way we have controlled our lives until now. We want to enjoy life to the fullest, not just live it and accept what comes.
Home health care is no longer simply the supply of medical equipment, supplies and services. Home health care has expanded to embrace caregiving, independent and assisted living, quality of life — and each person's life that we help to be a little bit better day-by-day. We baby boomers will accept no less.
Home medical equipment now incorporates lifestyle products and accessories that make personal fashion statements. The examples are endless: colorful designer canes with matching clutch bags, folding walkers and bath chairs for travel, auto accessories for entering and exiting the car, pediatric nebs that are clown faces, animals and trucks.
You are no longer in the sickroom supply business. You are in the health and wellness business. The products you display and sell, the attitude your staff presents — these need to reflect compassion and understanding that you are dedicated to helping others live and age gracefully and with pride.
This is the mission of retail HME.
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Jack Evans is president of Malibu, Calif.-based Global Media Marketing, an HME consulting firm specializing in retail sales, layout and operations. You can reach him at jevans@retailhomecare.com or 310/457-7333.
