Many people who could potentially benefit from compression are not aware of its advantages. DME providers who depend on referral sources to sell compression products are missing out on big opportunities to grow their cash business. Compression products do not require a prescription, except for the purposes of reimbursement—and the reimbursement sources have mostly dried up. But, the general population can also benefit from compression, especially those who stand on their feet all day. Compression can also promote blood flow to the heart for anyone who sits all day, including those who use wheelchairs, who are often already in HME stores. Today’s compression products are comfortable, fashionable and come in a variety of colors. The market is also expanding to include new demographics. Women have long been the largest buyers of compression products but, today, men are also becoming a small, but growing, market. Several compression manufacturers have introduced products specifically for men. There are also opportunities for growth in the pregnancy sector, where greater awareness can increase business, and in the athletic sector, including more active baby boomers seeking relief from joint and knee pain or arthritis.
Customers Appreciate Quality
Sigvaris offers three lines of products. Sigvaris Medical products are designed to ensure correct fit and accurate compression for those with chronic venous disorders, edema, stasis, skin changes and for those who have had or will be having a vein procedure. The fashionable Sigvaris Well Being collection promotes leg health and provides relief from systems such as tired, aching legs and swollen feet and ankles. Sigvaris Sports products are suited to athletic activity and recovery for weekend warriors and active individuals who can benefit from wearing graduated compression. This year, Sigvaris has launched a line of medical compression socks designed for men. Midtown Microfiber socks are available in black and tan-khaki, offering 15-20mmHg, 20-30mmHg and 30-40mmHG compression levels, providing a tailored look suitable for work, travel and everyday wear. The line includes both calf with grip-top styles and thigh-highs for men. Sigvaris’ research and development team is committed to using the finest textiles available. The company’s Sea Island cotton socks are created from the world’s rarest cotton, and three other products feature extra fine Merino wool. “We hear from customers all the time that they appreciate the quality of our products, how great they look and the comfort they provide,” says Clay Walker, Sigvaris marketing manager for North America. Walker says compression socks and hosiery are a great source of cash business and can build a new referral source for customers who may have other medical device needs in an HME store. Cross selling can also help business. For example, someone who comes into the store to purchase diabetic supplies might be a good candidate for Sigvaris diabetic compression socks. The benefits of compression to caregivers should also not be overlooked, says Walker. The Sigvaris Well Being collection can enable a caregiver to revive tired, achy legs, which account for millions of lost work days each year. Displaying compression products effectively is key to sales success, says Walker. An appealing, organized display can help customers see the various compression products available. Using signs and mannequin legs to display the products can draw customers into the compression area of a store. Displays should include information to educate the consumer about compression and how it works. Sigvaris offers literature that explains compression in a way that is easy for people to understand and highlights the importance of leg health and detecting early symptoms of venous insufficiency.
Focus on Men and Retail Packaging
While about 40 percent of women suffer from venous disease, about 20 percent of men also have the condition. Juzo’s Dynamic Cotton Sock for Men features ribbed design, larger foot size and a softer lining on the inside. The sock enables men with venous disease or other conditions to enjoy quality, comfort and style. In addition to varicose veins, men also get deep-vein thrombosis (DVT), or have issues with circulation or swelling that can cause health complications. “It’s an opportunity for DME providers to focus on men specifically,” says Tom Musone, Juzo USA’s marketing director. Juzo has launched new packaging for its over-the-counter (OTC) line, positioning the products with more emphasis on health benefits. As the health care market changes, people are being more attentive and taking more responsibility for their health needs. “The packaging reflects that people today are looking for prevention and to increase circulation,” says Musone. “It also reflects the quality of our brand as a premium product, which people will want to rely on.” Juzo provides compression products that excel in five variables—durability, appearance, comfort, ease-of-use and therapeutic value. Juzo’s FiberSoft process micro-spins each compression fiber with soft, protective threads. Referral business only gets you so far, says Musone, and providers must embrace more aggressive retailing, including add-ons and cross-selling, to continue growing their business. “If they educate the patient and explain the value of a good quality product, we have dealers who can sell it,” he comments. “You have to sell and educate—it’s worth spending additional dollars and you will have a customer for life.” Customers are less likely to actually wear lower-quality products, which hurts repeat business, he says. Color can help drive walk-in business, says Musone. Colorful items—including seasonal colors and tie-dyes—can draw in customers to learn more about the items. Cross-sell opportunities include wheelchairs, canes and lift chairs. Providers should also display a wide variety of products on a wall, including a selection of styles, colors and good quality brands. Education posters and more advertising also help. Musone points to one dealer that held a Mother’s Day sale—buy two items, get one free. Another smart provider displayed a lift-chair facing the display of compression products. Customers who sit down to rest or try out the chair end up looking straight at the related product line. Compression can also help to build a provider’s total business by bringing in new customers at a low price point, who are good prospects to buy larger items like canes or even lift chairs. A daughter or son who comes in to buy compression hosiery for mom might realize she also needs a bath or toilet rail to make life easier.
Attention Ensures the Right Fit
Solidea Medical offers its Active Massage collection for people (including a men’s line) with lymphedema or lipedema and edema (swelling), fibrosis (scarring and stretch marks), cellulite and for post-surgical recovery. The line combines lighter compression with a 3-D knit that imprints on the skin to stimulate lymphatic capillaries as the person moves. The company also has a Classic Control line with therapeutic-level compression (from 18 mmHg up to 30-40 mmHg) and the Classic Support line meant for mild varicosity and for prevention. Solidea Medical’s Joint Support Collection can treat tendonitis, arthritis, sprains and strains, and can prevent injury. A Maternity line rounds out the company’s compression offerings. Italian design and craftsmanship provide traditional compression garments that are beautiful, effective and comfortable—easy to get on and off, and available in upper- and lower-body options, says Callison. Solidea Medical sells directly through its website and also through the HME/DME channel; Susan Callison, founder of Solidea Medical, notes that the customers for the two channels are very different. “People at stores are looking for more attention, and are more comfortable going to a storefront to be measured,” she says. “Therapists and doctors often send patients to local DME providers, and we [promote compression] at medical conferences to education the profession.” Callison recommends that customers start with lighter compression first to assess what works. “If they start to see a little swelling in the ankles, that’s when they should start with compression,” says Callison. “Starting sooner with lighter compression gives customers a sense of well-being from the decreased pooling of fluids and better blood flow. Baby boomers want to look good and feel good, and introducing compression into their lifestyle earlier will provide a benefit in the long run.” Customer choice is key, says Callison, so all price levels and styles of garments should be featured. She says the medical beige color is a slower seller than the company’s black and chocolate colors. Working with a customer, the HME provider needs a toolbox of garments to meet their needs, depending on the day and the occasion. Customers should buy two or three garments for convenience in laundering and to extend the life of the garments. Callison says people will buy compression items if they are reasonably priced. A pair of compression knee-high socks could be an impulse buy if placed near a cash register. Solidea Medical has tabletop displays and can help create window decals, perhaps showing a colorful selection of compression items to bring in foot traffic. The appeal of compression is a natural approach to promoting health and enhancing the body’s circulatory system, an approach often preferable to taking water pills or other medication that can have side effects. “A huge population can benefit from compression,” says Callison. “By embracing newer styles [providers] can bring in a whole new group of people.” She warns providers not to get too comfortable limiting themselves only to products they are familiar with. “Step out of the comfort zone and look at all the options out there that can help customers improve their quality of life,” she says. “Get with the times.” She notes that Solidea Medical’s newer Active Massage line makes up 75 percent of sales. “If that says anything, it says people are looking for something different. You should give it to them.”
Juzo’s Dynamic Cotton Sock for Men features ribbed design and larger foot size.Promoting Awareness
BSN Medical offers Jobst Compression Hosiery, gradient compression legwear that includes a range of fashionable hosiery and socks for men and women. Ready-to-wear Jobst hosiery is available in four compression classes, 8-15, 15-20, 20-30 and 30-40 mmHg, and in popular styles such as knee-high, thigh-high, chaps, pantyhose and maternity pantyhose. In addition to the Jobst premium brand, the company also offers Jobst Relief, a medium-price-point brand with slightly fewer features but maintaining Jobst quality standards. Since 2008, Activa Compression Hosiery has also been part of the BSN Medical portfolio, offering a full complement of lower-cost socks and hosiery for men and women. Addressing the male hosiery market, the Jobst for Men Ambition knee-high product was introduced in October 2013. The socks have naturally active carbon particles permanently embedded into them to absorb odors; the particles are renewed with each washing. The socks also have high-cotton content for softness and comfort; Jobst for Men Ambition is comprised of spandex and nylon with 15 percent natural cotton. Recent textile advances enable BSN Medical and other manufacturers to produce and distribute increasingly fashionable products. In addition to improved blood flow, benefits include comfort, the ability to transport moisture away from the skin and odor control. The public’s lack of awareness of the benefits of gradient compression is a missed opportunity for HME/DME providers in the compression sector. Estimates show that as few as 2 percent of U.S. households are aware of, or have worn, gradient compression. However, almost everyone who wears gradient compression finds their legs are energized and invigorated, says Brian Kletch, senior marketing manager, compression therapy for BSN Medical. Medicare and Medicaid do not reimburse gradient compression except for high-compression gradient products designed to promote the healing of a venous stasis ulcer. Although some private, third-party payers may cover gradient compression, reimbursement rates across the board have been on the decline, while cash sales are increasing. To sell more compression products, Kletch says providers should embrace the benefits of direct-to-consumer advertising and provide marketing and promotional activities to drive awareness. They should also seek to offer an exceptional shopping experience, closer to what customers expect from mainstream retailers. They should also offer competitive store hours. To expand their business, providers should identify key referral sources that can drive success. They should also realize the difference—both financial and related to performance—among the various compression products and brands.
Anyone Can Benefit from Compression
Dr. Comfort offers a full line of medically correct Shape-to-Fit compression wear in a variety of styles, fabrics and colors. Features include easy-on graduated compression and a non-binding comfort band providing superior, non-slip support. Dr. Comfort’s Diabetic Support Socks (10-15 mmHg) meet the needs of those with diabetes as well as patients suffering from edema. Seamless design and extra padding help protect feet from irritation, and Nano Bamboo Charcoal Fibers contribute moisture-wicking and anti-microbial features. Dr. Comfort offers certified fitter courses to ensure providers can fit compression wear properly. Providers should highlight completion of the courses to their customers, Heglin says. Rob Heglin, product manager at Dr. Comfort, has noticed more sports-related compression products emerging in the market. Compression aids muscle fatigue recovery for runners after an athletic event such as a marathon. Athletes are looking for compression wear with a low profile that is easily concealed. Dr. Comfort recently added the OrthoSleeve FS6 foot sleeve and CS6 calf sleeve to cater to the athletic market. Researching and marketing to new demographics, such as the sports market at fitness centers, schools and running clubs, can help to build business. HME providers should seek to educate consumers that anyone can benefit from wearing compression hosiery—even if it isn’t prescribed by a doctor. Many lifestyles can benefit, whether customers are traveling a long distance, spending time on their feet or sitting down. No prescription is required to wear compression hosiery, and lower costs encourage cash sales. Heglin says it’s helpful to ask customers questions such as: Do you sit or stand for long periods of time? Do you exercise regularly? Do you experience swelling in your legs? Have you worn compression in the past? Providers can also experience positive results hosting educational workshops and/or participating in health fairs. Growth in referrals can be realized by marketing to local physicians, vein centers, wound clinics and occupational therapists.
