Much like their medical function, lifts, ramps and transfer devices are expected to boost sales in the home medical equipment industry, thanks to an aging population that is seeking continued mobility and independence.
Whether patients want lifts inside the home to get them in and out of bed, or ramps to help load scooters and wheelchairs into vehicles so they can get up and go, sales of all equipment in this category should grow steadily, manufacturers predict.
And as sales in the segment increase, that creates opportunities for providers to reduce their reliance on Medicare reimbursements and seek out cash sales.
Older and Able
Much of the growth in the market can be attributed to the aging population.
“Demographics are clearly in our favor with baby boomers seeking more medical products,” says Mark Blomfield, vice president and general manager for Sterling Stairlifts. “People are a lot more educated and are finding out a lot more about the products available. As more people find out, the more people they tell, and it has a cumulative effect.”
Dan Gilmore, marketing director for Liko, says there actually is a convergence of factors moving revenues up in the mobility-related items category. “The market for lifts is increasing modestly due to the increasing number of elderly and disabled people who are being cared for at home,” he says. “That trend is due to a number of reasons: the aging population, obesity situation and pressure that hospital and health care organizations are creating by discharging as many people to home care as they can.”
Mike Krawczyk, marketing manager for Bruno Independent Living Aids, agrees with those factors. “We see the market as growing exponentially,” he says, adding that Bruno is on track for a 10 percent increase in overall business this year.
“People are getting older. Even if they're not traditionally disabled, for mobility purposes, they may use a scooter, and then they want a lift to allow them to take their power wheelchair or scooter wherever they want. More people want to continue to have a degree of independence, and the only way to do that is [by] taking a mobility device with them.”
Manufacturers say pairing a power operated vehicle with a lift, ramp or transfer device offers the comprehensive mobility solution that people are looking for.
Boosting the Bottom Line
There's more good news. Manufacturers in the category say this equipment is ideal for helping to move HME providers away from a reliance on Medicare reimbursements.
“This is a perfect venue to increase cash business and for dealers to reinvent themselves,” says Bob Smith, vice president of sales and marketing for Freedom Lift Corp., because “so many HME dealers are dependent on the Medicare market and third-party reimbursements. With benefits being cut back on who's allowed to purchase products and reimbursement fees less than they used to be, it's important to get involved in the cash business.”
Lifts, ramps and transfer devices, Smith says, are natural extensions of other mobility equipment, so they can be sold as add-on products.
“[Consumers] are obviously purchasing more mobility equipment, and then they need means of transporting it,” explains Cy Corgan, director of national sales for retail mobility at Pride Mobility Products, whose Silver Star division produces scooter and power wheelchair lifts.
“This presents a retail opportunity for the provider, and [that's] where a lot of retailers are starting to put time and attention,” Corgan says.
Choosing Product Lines
With the increase in sales, Corgan recommends that providers educate themselves on new technologies and features that are available in the category. Manufacturers also suggest that providers carry products representing a range of prices and features so that customers have a well-rounded product selection.
In addition to providing a basic ramp, for example, Pride offers a folding ramp that fits in the trunk of a car to provide more flexibility, Corgan says. Offering a basic ramp, a folding ramp and additional choices “allows the provider to really round out their sales selection and offers the user complete mobility solutions,” Corgan says.
Product selection is important, emphasizes DuWayne Kramer, president of Leisure-Lift. If the government isn't paying for an item, customers normally will purchase a basic item that they can afford, he says. “Competitive bidding is going to have a definite effect on lifts,” he says. “I've found a whole bunch of baby boomers who need the products but couldn't afford [them].”
In contrast, providers may also have customers who are simply seeking added convenience and want a top-of-the-line product with all the bells and whistles, he adds.
Products that Suit Individual Lifestyles
Consumers — regardless of type, and whether they are looking for inside or outside products — usually will seek out those that are safe and durable, flexible enough to fit a range of environments, unobtrusive and provide the most independence, manufacturers say.
With patient lifting systems, for example, there is an increasing prevalence of overhead systems than were on the market a few years ago, according to Liko's Gilmore. “The flexibility of the overhead system is very appealing because it doesn't require the lift to travel over carpeted areas … it's essentially suspended from the ceiling,” he says.
He also notes there is no equipment “footprint” in the room with an overhead system, which means homeowners do not need to avoid furniture or worry about sliding the lift wheels under beds. “You always have access to an overhead lift system fairly easily,” he says.
Leisure-Lift's Kramer adds that overhead systems are also beneficial for bariatric patients who have a high center of gravity and should be moved as little as possible to avoid injury.
According to Fran Spidare, product manager for patient transport, Invacare is seeing a move toward stand-up lifts because they allow for more independence. “The stand-up lift allows people who can stand to continue to do that,” she says. “It's easier for the caregiver to use. There is a higher, greater level of independence of people being transferred because they can participate in the transfer.”
Echoing the theme in flexibility, Bruno offers nearly 25 different vehicle lifts to meet various consumer lifestyles, Krawczyk says. Customers no longer have to buy a particular kind of vehicle in which to install and lift and load a power scooter or wheelchair. “Whether it's a minivan, SUV, pickup truck, full-size van or sedan, you can find a lift to use with your vehicle,” he says. “Having equipment to suit your purpose and variety is very important.”
The same mentality applies to stair lifts, Krawczyk says. “Because this item is going in a home, aesthetics are important.” People want a chair that looks like a piece of furniture, he says. “They like flip-up footrests and armrests, and the ability to put the chair as out of the way as possible when it's not in use.”
The rail itself needs to be light, compact, and unobtrusive while maintaining a substantial weight-carrying capacity, he adds.
Additionally, the company's turning automotive seating is designed to help the patient maintain independence, allowing the user to get in and out of a vehicle more easily. The seat rotates 90 degrees out of the car and down to a desired height to eliminate the turning and twisting that makes getting into a vehicle difficult, Krawczyk explains.
Freedom Lift's Smith says consumers are attracted to the independence offered by its automated transport retrieval system because of its modular design. The system works without requiring a person to help load a power chair. Instead, the power chair user can load himself into the vehicle and control the system without help.
Gary Schwartz, director of sales for Harmar, says vertical lifts are becoming more popular because of their versatility. “A vertical lift can take a person up to a 4-foot height to reach a porch, while 30 to 60 feet of ramp would be required to achieve the same height,” he explains.
Schwartz also notes that vertical lifts are versatile enough to fit most homes, including mobile homes. “Mobile homes fit ideally into the vertical lift market because they don't have a lot of room for [ramp] switchbacks,” he explains.
Clearly, any product that provides added convenience will be looked upon favorably because it is perceived to add value, says Sterling Stairlift's Blomfield. For example, his company's stairlift operates on a battery but allows the user to charge the chair anywhere on the rail.
In older systems, the battery would only be recharged when it was at the top or bottom of the rail, Blomfield says. That proved to be problematic because some people get off the chair before it reaches the end of the rail, automatically stopping the chair and leaving it off charge, he explains.
Sums up Krawczyk, products that provide convenience while allowing users to maintain independence are “very exciting right now.”
Achieving Specialist Status
With the advances in product development, lift, ramp and transfer manufacturers recommend that providers seek out educational opportunities and point-of-sale resources so that they can become experts in the category.
“I don't think doctors have a clue,” Leisure-Lift's Kramer says. Thus, it is crucial that the equipment provider be able to supply product information to assist the patient with his or her needs.
Consumers today are more aware of the market's offerings, so they will generally be informed on what specifications they want, Pride's Corgan notes. That makes it even more crucial for providers to ask appropriate questions about the patients' needs before they try a product, he says.
He suggests asking about specific daily needs, where the product will be used, in what environment, how often, etc., which will determine whether to recommend a folding or solid ramp, for example, or a lift that functions inside or outside a vehicle.
To assist in narrowing down the product options based on patient needs, Pride offers “extensive” technology service and education programs, Corgan says, and training at its “Pride University.”
Harmar is a firm believer in training Schwartz says. “We push demos a lot,” he notes, adding that they allow providers to become familiar with the products as well as allowing consumers to feel and touch.
Point-of-purchase materials, such as brochures and CDs, are also important, Schwartz says.
Bruno requires its dealers to attend training courses at its headquarters in Wisconsin. “There are certain requirements they must meet before they can become certified dealers,” Krawczyk says. He adds there are also financial and insurance requirements to be aware of.
“Education affects the safety and efficiency of an installation,” Liko's Gilmore says. Thus, the company emphasizes training for both providers and end-users on how to install and select the proper lift and sling combination. “In order to do that, the dealer must be able to assess the caregiver, patient and home environment, and come forth with proper equipment to solve the problem in an optimal way,” he says.
Experts Interviewed:
Mark Blomfield, vice president and general manager, Sterling Stairlifts, Mount Pacono, Pa.; Cy Corgan, director of national sales for retail mobility, Pride Mobility Products, Exeter, Pa.; Dan Gilmore, marketing director, Liko, Franklin, Mass.; DuWayne Kramer, president, Leisure-Lift, Kansas City, Kan.; Mike Krawczyk, marketing manager, Bruno Independent Living Aids, Oconomowoc, Wisc.; Gary Schwartz, director of sales, Harmar Mobility, Sarasota, Fla.; Bob Smith, vice president of sales and marketing, Freedom Lift Corp., Green Lane, Pa.; and Fran Spidare, product manager for patient transport, Invacare Corp., Elyria, Ohio
