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Product Focus 18 www.hmenews.com / august 2015 / hme news Business Development By John Andrews, Contributing editor T he wound care market encom- passes a wide range of conditions, products, services and healthcare settings, so it has suffcient versatil- ity for the home medical equipment provider to maintain a healthy business. In fact, it may have the widest cross-marketing potential for retail sales to the public and professionals, market specialists say. Comprised of skin care, incontinence, wound management and support surfaces, the wound care category covers patients with various chronic conditions and serves their skin needs ranging from prevention to clini- cal treatments. A strong retail operation can showcase a wealth of products and, through effective merchandising, build a comprehen- sive wound care business that offers various skin care products, incontinence garments, mattresses, therapeutic dressings and emol- lients, as well as more sophisticated clinical products for professionals, such as negative pressure wound therapy. nPwT is a tech- nology that is expected to reach $4 billion in sales by 2018. It starts with skin care, which has applica- tions for wound care and beyond. "Lotions and cleansers are ideal options Wound care success starts with the skin for retail sales as they are cash items," said Jessica Lan, senior product manager of adja- cent products for SCA Personal Care-north America in Philadelphia. "Personal adult wipes can be linked to incontinence and skin care as they provide a convenient way for both caregivers and patients to cleanse after an incontinence episode. we fnd that wipes are largely underutilized in home care, possi- bly because people aren't aware that cleansing is necessary after each urinary incontinence occurrence. Proper cleansing helps prevent skin irritation and infections, especially uri- nary tract infections." no-rinse cleansers are also relevant prod- ucts to connect to incontinence and skin care, as they are typically underutilized for proper perineal cleansing, Lan said. when treating incontinence, she said some prod- ucts are more effective when used in partner- ship with others. "For example, since incontinence often creates associated skincare conditions, grouping cleansers and lotions with absor- bent products such as briefs helps caregivers better understand how these conditions are related, be better informed to care for them simultaneously and access the complete portfolio of products recommended for their treatment," Lan said. "hMe retailers can help customers understand how these products can be used together, which can also drive sales." stanDing out There are various strategies an hMe retail- er can use to stand apart from the national chains for wound care products. one of the prime differentiators is carrying unique prod- uct brands and superior selection, Lan said. "Focus on brands that provide a higher level of care and functionality," she said. "Additionally, by carrying both non-reim- bursable and reimbursable products, as well as products that address conditions associ- ated with a core health issue, hMe retailers can compete more effectively with big box stores and pharmacies." Serving the role of "trusted adviser" is another major aspect of being a complete wound care provider. extensive knowledge in product lines, technology and clinical aspects of skin conditions and wound treat- ment validate credibility in the feld. "This is especially important as shoppers are increasing buying products for loved ones and may not be knowledgeable of proper products and care," Lan said. "Family care- givers seek guidance on which products are best suited, and hMes are in a unique posi- tion to provide that advice." aDvanceD wounD care establishing strong ties to the clinical com- munity is a necessity for referrals and product sales on more advanced wound care issues. Ron Chappius, senior marketing manager for advanced wound care at Charlotte, n.C.- based BSn Medical, recommends persistent provider outreach to wound clinics, physi- cian offces (particularly specialists like podi- atrists), acute care hospitals, skilled nursing facilities and home health agencies. Awareness and demand for wound-healing products has been increasing along with the aging population and sustained high levels of diabetes, Chappius said. over the years, as wound care has evolved from tradition- al care into advanced wound care technol- ogy, some of the key new generation prod- ucts include advanced wound care films, bio-active wound care skin substitutes and therapy devices such as negative pressure vacuum devices, electrical stimulation, and electromagnetic and ultrasound devices. The advanced wound care product lines are aimed at professional caregivers in the acute and post-acute sectors for the treatment of chronic pressure ulcers and wounds. Thor- ough familiarity with these products enables hMe providers to understand clinicians' needs, as well as empathize with the patient experience, Chappius said. "There is a range of advanced wound care products that appeal to clinicians who want to heal their patients' wounds," he said. "Treating chronic or hard-to-heal wounds has evolved greatly over the past 10 to 15 years, and today it is best carried out by mul- tidisciplinary teams centered on the patient's specifc situation and needs." HME Comfort Company Vicair VEctor X cusHion ■ ■ Comes with 10 adjustable chambers. Air cells may be added or removed as needed. ■ ■ Liner is made of a breathable mesh material that promotes airfow and breathability. ■ ■ Adjustable-height pommel chamber allows for varied abduction needs. www.comfortcompany.com Invacare Corp. ProBasics satinair aPM 2 MattrEss ■ ■ Mattress system features 20 8-inch bladders for deep immersion and pressure redistribution. ■ ■ Designed to help with the prevention and treatment of stage I–IV pressure ulcers. ■ ■ Laser air holes improve air circulation and minimize heat build-up. www.invacare.com Cork Medical cMP 8000 ■ ■ Advanced three-bladder alternating technology provides optimal pressure redistribution for effective wound healing. ■ ■ Digital pump with light-up display and quiet pump motor for patient comfort. ■ ■ Water-proof, anti-shearing cover material with high elasticity for wear resistance. www.corkmedical.com Pressure Mattresses Beds Flex-A-Bed FlEX-a-BEd Hi-low ModEl ■ ■ Electronically raise or lower from 33 inches to as low as 19 inches. ■ ■ Ideal for wheelchair transfers and post- surgical comfort. ■ ■ Stylish design, fexible comfort, one-touch wired or wireless controls. www.fexabed.com Merits Health Products MErits BEd sEriEs ■ ■ One motor semi-electric beds; hand crank available. ■ ■ Weight capacity: 450 pounds. ■ ■ Also available in three motor and full electric low beds. www.meritsusa.com Skin Care Span-America sElan+Zinc BarriEr crEaM ■ ■ Greaseless, non-sticky formula protects from moisture due to incontinence. ■ ■ Easy to apply, absorbs quickly, satin smooth. ■ ■ Won't impede absorbtion into disposable briefs. www.spanamerica.com Incontinence Presto Absorbent Products PrEsto undErwEar For MEn or woMEn ■ ■ Dual core and swift soft layer draws and locks liquid away from body. ■ ■ Inner leg cuffs provide double- barrier leakage protection. ■ ■ Don't let embarrassing odors hold your customers back; OdorSecure technology prevents odors before they begin. 1 (877) 202-4652 SCA Personal Care tEna dry coMFort undErwEar ■ ■ Features soft, cloth-like breathable material that has the look, feel and comfort of regular underwear; available in TENA Dry Comfort Briefs ■ ■ Designed with the homecare customer in mind, TENA dry comfort underwear meets Medicaid reimbursement performance standards. ■ ■ Packaged in discreet cases. www.tena.us NPWT Cork Medical nisus nEgatiVE PrEssurE wound tHEraPy systEM ■ ■ Powerful and portable pump with 48-hour battery life for increased mobility. ■ ■ Advanced wound dressing kit provides optimal seal without sacrifcing patient comfort. ■ ■ Unique canister designed for one-handed removal and placement. www.corkmedical.com Precision Medical EasyPulsE5+6 consErVEr ■ ■ Five pulse and six continuous settings. ■ ■ Features CMV technology. ■ ■ Features 5.7:1 conserving ratio. www.precisionmedical.com Editor's Note Supracor Multi-ZonEd stiMulitE wEllnEss MattrEss ■ ■ Ideal for acute and long-term care. ■ ■ Provides pressure relief, shear force reduction and ventilation. ■ ■ Available in a twin size with or without bolsters. www.supracor.com An incorrect photo was paired with Precision Medical's conserver in the July issue. catEgory Wound Care VErsatilE sEgMEnt ■ ■ Multitude of options: Comprising skin care, incontinence, support surfaces, therapeutic dressings and advanced technology, wound care offers HME providers a wide range of sales opportunities. Cross- marketing for diabetes, incontinence, dermatitis and pressure ulcers brings in both public and professional customers. Focus on skin ■ ■ Prevention frst: There are various products designed to keep skin from breaking down and turning into pressure ulcers and these should be an HME retailer's front line merchandise. Moisturizers, cleansers, emollients, alginates and other therapeutic creams can all keep skin elastic and resistant to the shearing that causes wounds. sEEking clinicians ■ ■ Getting technical: Clinicians not only serve as valuable referral sources for wound care patients, they can also be customers for advanced wound care products, such as negative pressure wound therapy devices, electrical stimulation, ultraviolet light, hyperbaric oxygen equipment, electromagnetic therapy and ultrasound devices.