In Every Room
As people get older, one of the main concerns is that they will no longer be able to live life as they once did, and their independence will be lost in little ways as they age. Although change is an inevitable part of aging, there are several products on the market that can help consumers to retain their independence, continue to live life as they choose and remain at home.
Aids to daily living products provide the assistance many consumers need to maintain their daily routines when faced with physical limitations. This varied and extensive market includes products to assist consumers with typical daily activities as well as leisure activities. There are hundreds of products that can assist in tasks from morning to night, and there are products applicable for every room in the house.
Maddak Inc., Pequannock, N.J. manufactures more than 500 products. "Our aids to daily living products include mobility products, such as canes, walker accessories, wheelchair accessories, reading and writing aids, hand aids, dressing aids, grooming aids, eating and drinking aids, kitchen and household aids, as well as bedroom and bathroom products," said Susan Mocek, marketing manager of Maddak Inc.
"Our customer base consists of home care dealers, pharmacies, drug stores and medical and hospital supply centers," Mocek said.
Established in 1996, Care4U, Wayne, N.J., provides information on products to make life more comfortable for seniors. "We offer a multitude of products that make anyone's life easier," said Claire Foley, marketing manager of Care4U.
"The companies that we choose to partner with are based on the product(s) they offer and whether or not they fit in with our current product line, as well as the quality of merchandise they provide. The vendor must be able to deliver on time. We can't afford to keep our customers waiting, so we try to avoid situations where back orders seem to be the rule of thumb," Foley said.
Designed to facilitate a daily routine, Care4U offers products for dressing, washing, grooming, cooking and eating, as well as leisure activities such as reading, writing and playing cards.
The consumer base at Care4U consists of approximately 75 percent seniors and 25 percent family members or friends of seniors. Foley said that many customers are not aware that these products are available, or they are unaware of the extent of the products available. "Our mission at Care4U is to increase awareness of these products so people can really enjoy their golden years and preserve their quality of life," Foley said.
Ed Thomas, OTC and president of HealthCraft Products Inc., Gloucester, Ontario, Canada, agrees that customer awareness is lacking. "Generally speaking, consumer awareness of aids to daily living is only moderate at best when referring to commodity items (such as grab bars, etc.) available at large pharmacies and department stores. When referring to specialized aids to daily living, such as transfer poles sold by independent home medical equipment retailers, the awareness is much lower," Thomas said.
General public knowledge is thought to be relatively low, with customers finding out about many of the products through referrals from nurses, physical therapists, occupational therapists, primary care physicians and other health care professionals.
The category of aids to daily living products is so broad that customer awareness might depend on the specific product. While many consumers are aware of shoe horns, a product like a tube squeezing aid may not be as well known. Any product that improves daily functioning and promotes independence can fall under the heading of aids to daily living, and these products can be found in every room of a house.
Bathroom
Some of the products that fall within bathroom category include grooming aids, personal hygiene products, long handled lotion applicators, shampoo trays, elevated toilet seats, bath lifts, transfer benches, grab bars, pill dispensers, pill crushers and magnifying tweezers.
Homecare Products Inc., Kent, Wash., manufactures inflatable bathing aids and other mobility products. "The inflatable bathing aids are a wonderful solution to meeting the needs for bathing individuals who are bedridden, said Don G. Everard, CEO of Homecare Products Inc. "The bathtub offers a full length bath versus a sponge bath, and the shampoo basin will allow for a quick shampoo when a bath is not possible," Everard said.
"Bath and mobility aids create a fuller life style for consumers," Everard said. "We feel that mobility and bathing aids are areas with quality products and design, offering individuals the opportunity to care for themselves or loved ones at home," he said.
HealthCraft Products Inc. has developed a number of products to assist individuals with transfers and positioning within the home--often used in the bathroom.
"Since the majority of falls in the home occur in the bathroom, the SuperPole was initially developed to promote assistance and independence in this area and generally throughout the home," Thomas said.
The SuperPole product line was designed to deliver surface-to-surface transfer support for individuals in their home environment. Many people use it in bathrooms where the bathtub and toilet are adjacent to each other. "Placement in this location allows the user to have the support readily available for access to both the tub and toilet," Thomas said.
The SuperPole, however, can be used beside a bed or a favorite chair, providing the user with necessary support where they need it most.
"For many people who have difficulty walking due to leg weakness, coordination, aging or other disabling conditions, the safe performance of transfers can present a significant challenge and concern in the home environment. The safe use of assistive devices to facilitate transfers often becomes a significant factor in the performance of daily activities for this group of people," Thomas said.
Bedroom
For assistance with dressing, long shoe horns and elastic shoe laces are available. "Some of our most popular products include our long shoe horns, elastic shoe laces and the Ablerise Bed Rail," Foley said.
"These products enable independence by allowing a person to continue doing for themselves despite some types of limitations. Simple daily activities like putting on socks and buttoning shirts or pants aren't so simple anymore for someone with arthritis, or after someone has had a stroke or hip surgery," Foley said.
Mocek said the Maddak AbleRise Bed Rail is one of their most popular sellers. "Introduced only about a year and a half ago, it is already climbing its way to the top."
Aids to daily living products provide assistance many consumers need to maintain their daily routines when faced with physical limitations. |
"What has made this a favorite among our dealers is the fact that the handle is plastic instead of metal, so it eliminates the possibility of static shock. The handle also has a convenient storage pocket for keeping personal items close at hand," Mocek said. The competitive price also helps the popularity of the product, according to Mocek.
HealthCraft Products Inc.'s SuperTrapeze provides overhead support for repositioning in bed and rising into a sitting position on the side of the bed. "The ergonomic and effective e2 Trapeze Handle is a new development from HealthCraft. The open double-rail design-- similar to the rungs of a ladder--allows the user to more easily climb into a sitting positioning on the bed," Thomas said.
Another product for the bedroom from HealthCraft Products Inc. is the Smart Rail, a multi-purpose bedrail that attaches to a standard mattress and box spring. It is designed to assist positioning in bed, as well as transfers to and from bed.
"In the locked position, the Smart Rail offers a secure handle to allow the user to reposition themselves in bed. When unlocked by a simple lift of the rail, the rail can pivot for placement in a suitable position for the user to stand with support," Thomas said.
Another popular item at Maddak Inc. is the Deluxe Sock and Stocking Aid, helping consumers with physical limitations to get dressed.
"Our most popular item is our Deluxe Sock and Stocking Aid, which helps a person who can't bend over to continue to be able to put on socks without any assistance. This is probably our top seller because of how incredibly easy it is to use," Mocek said.
Kitchen
Special utensils, plates, cup holders, trays, jar and bottle openers, transport carts, arm supports and self feeders are aid to daily living products that can typically be found in the kitchen.
"Our specially designed plates allow consumers to continue feeding themselves," Foley said. Care4U offers the Inner Lip Plate designed with a deep inner lip to keep food from sliding off the plate. The user brings a fork or spoon to the edge of the plate and pushes the food onto the utensil.
The market for these products would be much larger if consumers were aware of them. |
The Eating Tool from Maddak Inc. is a fork and a knife combined to let users cut and eat food with one hand. Consumers can use it to cut pieces of meats, cheeses, salads and desserts, and it can be used with the right or left hand.
Sammons Preston, Bolingbrook, Ill., manufactures the Sure Hand Utensil to help customers who have arthritis, a weak grasp or neurological impairment. The ribbed round handle helps users who have difficulty maintaining a grip, and extensions are available for users who need them.
Many of the kitchen products are dishwasher safe--a feature that benefits users as well as caregivers.
In Any Room
There are several products that can be used throughout the house, including inspection mirrors, low vision products like talking watches, calculators, magnifiers, reading and writing aids, wall switch extenders, mouthsticks and headpointers. Card holders and book holders are popular items providing assistance with recreational activities.
Cathy Knittle, assistant product manager of Sammons Preston, said their most popular product is the Reacher.
"So many people can benefit from the use of the Reacher. It can be used to help in dressing, getting something off the floor, reaching for something in an upper cabinet or pulling sheets and blankets up in bed," Knittle said.
"Someone who has had a hip replacement cannot bend past 90 degrees, so they would need a Reacher to assist them in getting their pants on and picking things off the floor. Someone who has a knee replacement also would benefit from a Reacher. A person who is recovering from any type of cardiac surgery should not let his or her head go lower than their heart. Someone in a wheelchair can use it for dressing, getting things off the floor and reaching for something in a cabinet; most patients can benefit from the use of a Reacher," Knittle added.
Capital Marketing Technologies Inc., Waco, Texas offers the BodyGuard Silicone Wrist Cushion, designed to support the wrist and reduce the risk of injury for people who use computers or calculators frequently. It features a contoured design, so it will support the individual user.
Getting the Word Out
Although many customers learn of these products through referrals, there are many customers who are not aware of the many products available to them.
"The market for these products would be much larger if consumers were aware of them. The Internet is helping to change this and increase awareness of these items by providing access to different resources," Foley said.
While many manufacturing companies market to their referral sources, end user awareness could result in customers requesting certain products and discussing these products with their physicians or therapists.
"Like most health care products, not everyone is aware of what is available because they may have just been put into this situation and have no experience in the industry," said Everard. "We work with dealers to put in showroom displays and do local advertising. We also feel that the Internet has a tremendous effect on this," Everard added.
In an effort to increase awareness, Care4U launched a Web site to reach a wider customer base. Care4U.com features a range of items including products, such as magnifying mirrors, magnifiers, ergonomic footrests, key holders, jar grippers and openers, tube squeezers, pill crushers and bed rails. And those are just a few of the products available.
"Customer awareness can be increased by continually educating your dealer base and keeping them informed of product additions and changes," Mocek said.
Although Mocek said dealer awareness is good, she sends product updates to dealers on a monthly basis to keep the products on the market fresh in their minds.
Knittle said that occupational therapists and physical therapists encourage their patients to purchase specific products to meet their needs."The therapists can learn more about our products by attending their annual conferences which we participate in every year. We also have sales representatives throughout the country that can visit their facilities and perform inservices," Knittle said.
Aids to daily living products help consumers to maintain independent functioning and they prevent physical limitations from becoming life limitations. They lower the frustration level in consumers by making tasks easier to master, and they improve overall safety in the home.
"The products assist people to maintain the quality of life that they are used to enjoying by enabling them to continue dressing, feeding, bathing, eating and drinking without the assistance of someone else," Mocek said.
Dealer Tips
The following information was provided by John O'Brien, vice
president of HealthCraft Products Inc. Ottawa, Ontario, Canada. HealthCraft manufactures several standing and transfer assistance products to help consumers' daily mobility needs. Visit their Web site at www.healthcraftproducts.com.
1. Showroom Demo Unit
When you have an attractive product, people in showrooms take notice. Offer a showroom discount for one demo unit.
2. Point of Sale Display
HealthCraft offers a small countertop cardboard point of sale display concerning some of their products. This display is effective in creating sales with walk-in traffic, particularly customers who are looking for products to help mom and dad.
3. Use In-Services
Therapists and other equipment prescribers appreciate quality products and will drive the demand for the manufacturer. Make a point of arranging a demo session for a group of local prescribers--it will be time well invested.
4. Home Care Presentation
If your region has a home care program, experience has shown that these people will make referrals for certain products to be an aid to daily living for their clients.
5. Offer Products to Nursing Homes
Offer to place a unit at a local nursing home. This allows potential customers to try out products first hand and realize the value of them.
6. Rehabilitation Centers
Offer to place a unit at your local rehabilitation hospital. It will get excellent exposure and help to create a demand.
7. Offer Products to Independent Living Units
Many rehabilitation hospitals have independent living units These are apartment-like settings that let recovering clients practice independent living, while also providing samples of several common assistive devices for purposes of evaluating effectiveness.
8. Offer Products to Geriatric Hospitals
Let nurses and orderlies see how aid to daily living products can offer assistance with caregiving. On this basis, several hospitals have found it worthwhile to equip select rooms.
9. Let Residential Customers Try Products
If someone calls and is interested in a product offer to come out and install or deliver a product and leave it for a week or so with no commitment. About 80 percent to 90 percent of the time, the response is, "Don't you dare take it back." or " I want it. I need it. How much do I owe you?" This result is similar to the proverbial pet shop owner letting a customer take the cute little puppy dog home for the weekend knowing the customer will become attached and not want to give it back.
10. Evaluate Customer Needs
Once you have been invited into a potential client's home, offer to analyze their needs for other possible products that you can offer. Many products are excellent door openers.
11. Establish Joint Ventures
Leave brochures at local businesses that cater to people who are potential customers.
12. Participate in Trade Shows
Some dealers have found success exhibiting at regional trade shows that cater to independent living and home renovations.
13. Try Package Selling
Make it easier for people to buy by putting together packages of complimentary aids to daily living add-on products. Groupings can be made around categories such as Bathroom Safety or Bedroom Independence. Selling products in packages makes it easier for the consumer to buy, increases revenue and reduces installation and transportation charges.
14. Start a Mail Campaign
Local health care professionals allocate time to keep current on new equipment available on the market. Put together a package with a theme of "What's New" or "Product Focus," as a way to put your name and product information in front of these key people. Have an advertising discount program.
15. Distribute Press Releases
Although HealthCraft advertises in many national magazines and periodicals. Find regional grassroots publications that print new product announcements--consumer or professional focused. Generally these press releases are printed free of charge as a service to the readers.
16. Purchase Display Advertising
Regional display advertising is an excellent way to get your name recognized within your market
17. Offer Multiple Unit Specials
Offer a special price for multiple purchases, or throw in a free complimentary product.
18. Establish Hotel Applications
Hotels are starting to cater to the needs of the elderly and disabled clients with specially equipped rooms. Approach some of your local hotels with a package deal to supply and install an equipment suite for a competitive price.
19. Donate It
Dealers can find value in donating a unit to local charities or high visibility auctions. Invite the local press for a photo opportunity.
20. Sticker It
People notice stickers on products identifying the company name. Make sure you put your company sticker on every product.
21. Get it Listed
It is advantageous to be listed on several regional funding programs. Advise manufacturers of any programs that you feel would help make your job easier.
This article originally appeared in the July 2001 issue of HME Business.