America’s aging population—dominated by baby boomers—has a strong desire to live independently at home and remain a part of the community for as long as possible. However, for a majority of seniors, their homes lack the necessary structural features and support systems they need to live independently. These factors suggest a favorable future demand for bath safety products, as well as an increased role of the HME provider, who can provide services at a more affordable rate than an assisted living or a nursing home.
Customer Convenience is Key
“Life expectancy is increasing, and the health status of the older population is improving,” says Laura Casto, vice president of communications for Carex Health Brands. “Unfortunately, many of today’s homes were designed at an earlier time before the unique needs of an aging population were even recognized.” That said, Casto points out, “Baby Boomers don’t want the standard bath bench that they saw their parents use. They want innovative products that blend nicely into their homes and look less institutional while providing them with the same functionality.” This includes products that are immediately helpful—whether necessary or not—and will be increasingly valuable as the user ages.
The Portable Bath and Shower Bench from Carex Health Brands includes a contoured seating area that adjusts to fit standard tubs.Carex Health Brands—already producing popular products such as transfer benches, safety rails, grab bars, deluxe shower sprays and raised toilet seats—now offers a Portable Shower Bench, with a unique, travel-friendly one-piece design. The Portable Shower Bench features a built-in soap dish with drainage holes and rubber stops to protect the bathtub from scratches and keep the bath bench in place when in use. “Overall, Carex bath safety products are designed to provide security and comfort while blending nicely into the bathroom,” says Casto. “Used together as a collection, the product line brings dignity, safety and peace of mind for seniors and loved ones alike.” Carex also offers a Commode Assist, which is designed with their patented Levelift technology and is ideal for those struggling with arthritis, circulatory issues, Parkinson’s disease and weight issues. The chair is self-powered and provides 70 percent lift assistance, which can help prevent falls, conserve energy and reduce muscle/joint stress. “Convenient and portable, this kind of unique technology keeps those who need help to stand independent, safe and comfortable in the privacy of their own bathroom,” adds Casto.
The Safe-er-Grip Brush Bar from MHI“Bathroom safety has been a category that has been well-addressed in the past, but lately it has been lacking for attention and the introduction of new innovative convenience and safety products,” adds Martin Park, president and owner of MHI Inc., makers of Safe-er-Grip products. “We are excited to lead the way in new innovative safety and convenience products now being offered using updated suction cup technology.” Safe-er-Grip products, including balance assist bars and other convenience products, utilize suction-cup technology for easy installation and stability. The newest member of their line of is the Brush Bar, which places a storage bar on any smooth surface, enabling easier and better access than the typical storage solutions for such items.
Design for Now and the Future
“Homeowners are remodeling their bathrooms to plan for the future, when they might not be as healthy,” says Nate Jensen, national dealer sales manager at Best Bath Systems. “They are thinking about 10 to 20 years down the road, and they want showers that can adapt to any changing needs they might have over that time.”
A walk-in tub from Best Bath SystemsBest Bath Systems, a company dedicated to designing and manufacturing versatile products that make residential and commercial bathrooms safe for people of all abilities, recently added a new handheld shower wand and battery-powered option to its well-known Oasis Seated Shower, to provide increased flexibility for safe and independent bathing. The Oasis system utilizes a stable seating surface of four moving pads that independently raise and lower to expose areas of the body and permit spray from the nozzles to thoroughly wash and rinse; an automated system dispenses water, soap, and shampoo through strategically placed sprays and jets. “Universal design is becoming the standard; more products are moving away from institutional appearances, and new technologies are making it easier for bathrooms to be retrofitted to meet the needs of all users and over the long term,” adds Jensen. Fiona Robertson, bathroom safety product manager at Handicare USA Inc. agrees, and adds that all aspects of the bathroom must be considered at the beginning of design, which means architects, contractors, and equipment suppliers must work together. “Bath safety for bariatric users continues to challenge designers and suppliers,” says Robertson. “The desire to remain in the home for as long as possible, combined with little to no understanding of what might be required to do so, suggests that more contractors need to become educated in how to build for ‘aging safely in place’.”
The LinidoSolutions Coral is a modular system designed to ease the daily task of showering.LinidoSolutions, a Handicare brand, recently introduced the new LinidoSolutions Coral—a modular system, allowing for adaptation and design according to individual shower seating preferences. According to Robertson, the LinidoSolutions Coral specifically meets the needs and requirements of every user. It can be designed as a basic stool, with shower or toilet seat—with or without back support and with or without arm supports—but also as a complete commode and/or shower chair with a comfortable backrest and folding armrests. The chair can be made mobile by simply fitting the legs with four twin-castors with brakes. With the self-propelling wheels adapter set, a static or mobile chair can also be transformed into a self-propelling commode and/or shower chair. The LinidoSolutions Coral allows the user complete customizable control over the product; they can use it exactly how they need it today, and adjust it as necessary throughout the aging process.
Broad Appeal Helps Providers Cash In
According to Park, HME providers should be focused on the aging population rather than the aged population—meaning that new customers will be those transitioning into these products, rather than those who are already incapacitated. “Bathroom safety is a category that has been developed for those suffering from an incapacity,” points out Park, “whereas now…we are making available, to the ‘aging’ as opposed to ‘aged’ consumer, products that are safe, convenient to use and versatile. From a retail point of view, bath safety products are cash items, which greatly reduce costs, manpower, and administrators in the sales process, thus allowing both us and retailers to offer the best pricing to this consumer category.” Park maintains that convenience items are an opportunity for providers and retailers to simply and easily make available to consumers items that can vastly improve their changing lifestyles. “In general, more and more consumers are willing to pay out-of-pocket for historically reimbursable items, and we believe lower reimbursements will lead to dealers offering fewer reimbursable items and increasing their product assortment of retail/cash sale items,” says Casto. “We manufacture a broad line of bath safety products, from practical to those with more of an aesthetic appeal, and our retail price points are close to the out-of-pocket expense on reimbursed items but without the hassle. This offers the opportunity for consumers and caregivers to pick up these items from their HME provider while having their other needs met.” Another trend affecting pricing structures and product availability is a manufacturer’s aptitude for more innovative, less bulky knockdown models. “Our team at Carex Health Brands has found that by constantly evolving retail packaging to be more compact, we’re able to better accommodate the limited shelf space in the deal showroom,” explains Casto. “This also allows dealers with a constantly expanding online offerings to easily drop-ship product directly to the patient.
A zero- or low-threshold tub/shower entry helps eliminate slips and falls in the bathroom.To increase profits and provide more options for their aging customer base, Casto also suggests that HME providers be educators and consultants. “Providers should not only be listening to their customer’s needs, but also pointing out the less obvious problem areas. Developing that close one-on-one relationship with the patient or the family member not only builds trust, but allows for the provider to put a package solution together that best suits the patient’s needs,” says Casto. Robertson says that a variety of products will help HME providers make more sales and get quality products in the customer’s hands. “There are so many products that, while appearing similar, are very different in terms of quality and design. HME providers should offer products at both low and high-end ranges, and be knowledgeable on how to market the differences.” Jensen agrees, adding that functionality and appearance make all the difference to today’s modern customer. “Don’t just think and sell function,” he says. “Let clients know that universal design can be elegant. Think sophistication, not sterile and industrial.”
