In 2008, the CDC commissioned a report on unintentional, nonfatal bathroom injuries among persons 15 years of age or older; it stated that roughly 234,094 injuries were treated by emergency rooms annually (Centers for Disease Control and Prevention, 2012). High ledges, abrupt edges, sharp corners and protruding metal combined with bath and shower water are factors in the recurring risks of injury, from slips and spills to more serious falls. More than 25 percent of the population is more than 50 years of age, making these common mishaps likely to occur more frequently.
As the life expectancy of Americans climbs, the need for better home accessibility is increasing. Aside from general entrance, there is no greater safety and accessibility need than in bathrooms. This presents a growing opportunity for DME/HME providers to enter this market.
Accessible bathing solutions are an excellent method to drive a new source of revenue through the doors of a DME retail store. However, a provider cannot simply place a unit on display and expect results; it is important to develop a clear strategy to showcase and use these products in order to deliver success.
One advantage when breaking into the bath market is the integral trust and credibility a DME provider already holds with its existing clientele. Where other trades related to the bath market—remolding contractors, plumbers and home modification experts—are working to engage the market, DME/HME providers have current relationships with the end users that may result in the need for an accessible bathing unit.
In the same respect, while others might have to find a new facility, a DME provider’s existing facility has showroom space that may be reallocated for product displays and demonstrations, allowing those current clients an opportunity to experience and research items before making a purchase.
When first starting out in the accessible bath market, some providers prefer to keep staff on hand to perform future bathroom modifications. However, this approach could limit your ability to reach a larger group of potential customers due to competition with contractors. Some providers might elect to bring in local contractors and plumbers for product demonstrations in extra showroom space. Working within this model enables a broader customer base—to include qualified and skilled remodelers as well as end users—the opportunity to see, touch and understand the product in a controlled environment, all giving greater leverage to the sales process.
The bath accessibility market area of home modifications is both important and necessary to ensure that our growing population of aging Americans can continue to use their bathrooms in a safe and secure manner. But to be successful in the home accessibility marketplace, it will require an adjustment to your business plan that may feel foreign. Partnering with reputable manufacturers that are tuned into the market and working toward your mutual success will play a pivotal role.
Look to get involved with manufacturers who provide product and industry training for your employees. This training ensures that your staff is knowledgeable on the issues faced by the customer, and also allows them to provide the right product solution for the customer. Sales staff will be challenged to provide safe bathing solutions for a customer base that has limited knowledge of available products. It is important to understand your product and your customer. Some customers might bring an element of denial to the acceptance of safe bathing and its practices.
An extensive list of accessible bathroom products is available for any customer looking to improve the safety conditions in their home—low to no threshold showers, transfer ready tubs, inward and outward swinging door walk-in tubs—and all deliver exceptional bathing opportunities.
Solid surface color schemes, tile recess and accent options enable the bathroom design to be both aesthetically pleasing and functional. These features give providers an opportunity to embrace the market with beauty and adaptability, rather than the institutional look and feel that once dominated the market offerings.
One of the easiest ways to initiate the safe bathing discussion with a customer is through the simplicity of a safety or grab bar. With the design developments in the grab bar category, customers have the opportunity to get the look of luxury in their home, while still gaining the safety aspect.
With the aging of its current customers, HME/DME providers have the existing clientele available and carry a valuable portion of the market for bathroom remodels. By making the most of these customers, providers are strategically positioned to assist the growing market with accessible bathing products.
