Portable oxygen systems have allowed respiratory therapy patients to have very mobile lifestyles — and, they have opened up new market opportunities for HME providers.
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Many HME providers have positioned particular portable oxygen systems as unique offerings in their markets. Find out what typical oxygen systems are available in your market, then figure out whether any systems that are not being promoted could give your company a competitive advantage.
If there are products that are unique, have the manufacturing representatives train your sales reps on these devices. Consider joint promotions with these device manufacturers as they are typically in front of larger physician accounts promoting their products. Develop a joint presentation that includes an in-service on these devices and the unique features of your HME service for key accounts.
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Consumer marketing is a huge opportunity for these devices as some oxygen patients do not know that portable systems exist. Because consumer marketing can be costly, consider options that are less expensive and give you the most “bang for your buck.”
The best option for your company may depend on the type of area you serve. In smaller geographic markets, billboards, radio and cable often reach the most people with the fewest dollars. In metropolitan markets, however, you need to find where these consumers are aggregated and target those markets. There are often support groups for chronic patients, for instance.
Conversion of cash customers can mean a new market segment for the business. Make sure your operational teams are prepared for cash business so when those calls come in, they can answer how much things cost retail if Medicare or a managed-care company will not cover the device.
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A portable oxygen system can be a back-up device to a stationary system or a sole device that is used in the home. Consider a consumer advertising campaign that promotes the benefits of a portable system in language that people can easily understand. “Are you or a loved one stuck in your home because of your oxygen concentrator?”
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If you want to focus on portable oxygen devices, develop incentives for your sales team. Whether it is a special commission (percentage of net revenue incentive) or a bonus (a percentage of their salary to hit specific portable oxygen sales goals), get those in place for your sales team.
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Train, train and train some more! Make sure your sales reps know the ins-and-outs of the oxygen equipment you sell. Ensure that your sales reps in the field are adept not only at addressing the product issues surrounding these devices but also are well versed in the reimbursement for managed care, Medicaid and Medicare in your area. There is no better salesperson than a well trained one.
Alison Cherney is president of Cherney & Associates Inc., a Brentwood, Tenn.-based marketing and sales consulting firm, and is the producer of Homecare Power Selling, a sales training program for home care sales reps. She can be reached at 615/776-3399 or through www.cherneyandassociates.com.
