HME News

FEB 2018

HME News is the monthly business newspaper for home medical equipment providers. This controlled circulation publication reaches 17,100 home medical equipment services providers, including traditional HME dealers & suppliers, hospital- and pharmacy-o

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Business Development 18 / fe B ruary 2018 / hme news Complex rehab market undergoes evolution Power wheelchairs Seating By John Andrews, Contributing e ditor A s the complex rehab market con- solidates, there is some concern about patient access being cur- tailed, along with the acceptance that this is a natural progression within a market that is maturing. h ow will it shake out? "As happens with all mature markets, suppliers consolidate to try to achieve economies of scale," said Patrick Chelf, vice president of U. s . sales for PDG Prod- uct Design Group in Vancouver, B.C. "It's an understandable and almost inevitable process, but one of the parallel effects that always follows industry consolidation is the narrowing of choice available to the ultimate customer." Large-scale providers, attempting to stan- dardize internal costs and processes, are moving to smaller portfolios of products so that they can leverage volume for better pricing, Chelf said. " t his will inevitably lead to fewer manu- facturing participants in the market space, more manufacturers leaving the space or going under, and slower new technology adoption," he said. Mike McGill, director of media relations and marketing for Waterloo, Iowa-based VGM, believes that rural areas will feel the impact the most, with residents there forced to travel to cities to get complex rehab ser- vices in the future. "You will get service on a less frequent time frame and will also have to wait longer for any equipment evaluations and deliv- ery," he said. " t he moral to this story is the entire market is getting less convenient to the client for care and service." John s torie, vice president of sales for e astern America at e xeter, Pa.-based Quan- tum Rehab, says it is up to all players in the supply chain to adjust to the changing dynamics within the mobility industry. " t he complex rehab market has always been one of evolution," he said. "We've always focused on delivering to all our providers, clinicians and consumers the products and services that evolve with the market's wishes." Although consolidation is definitely hav- ing an impact, "there are a lot of opportu- nities to get back to the 'why we do what we do'" attitude, said Jim Black, director of product management and marketing for e lyria, Ohio-based Invacare's Active and t op e nd business. "Our customer base will change and evolve with time and we cannot lose sight of this,"he said. " t here is such a wide vari- ety of disabilities and many injuries pres- ent differently now due to the advances in medicine. We also have a large aging popu- lation with orthopedic issues that can now be managed to keep people moving and liv- ing longer. As we grow and expand, we still need a variety of experts." r emaining competitive If there is one aspect of consolidation where all market observers agree, it's with the belief that small providers and manufacturers can continue to be competitive in the new land- scape. t om Borcherding, president of Leb- anon, t enn.-based Permobil's s eating and Positioning business unit, suggests that home modification would dovetail nicely as a sideline retail option. "We also would recommend upgrades for non-coded items within their existing busi- ness segments such as seat elevation with Active Reach and power standing," he said. " s howcase the best solutions that enhance independence and help consumers realize their dreams, and often that consumer will find the means to pay outside of traditional reimbursement channels." Because providers are focusing on high- er reimbursement items to stay competi- tive, ancillary items are no longer empha- sized, says Brittany Commodore, brand manager of digital media and marketing for Inspired By Drive in Port Washington, N.Y., but that creates a retail demand for them. "In response, we're creating a program called Inspired t ouch to ensure families are choosing the right products from retail sites, and receiving the clinical guidance needed for proper set-up," she said. In general, smaller players have an advan- tage in being more nimble and, therefore, can adapt to change faster, McGill said. "We have seen consistent moves to reduce costs and items not required by payer sources," he said. " t hey are asking clients to bring their chairs to the facility for repairs. We are seeing drop shipments of standard equipment. s ome are charging for warranty work. None of this is great for the client, but it does push costs out of the system." Cody Verrett, president of Carson Calif.- based ROVI, says it comes down to under- standing where the competition is under- performing and making adjustments. " t hey have to focus on speed, excep- tional customer service and spending the greatest amount of time on the relation- ships that are most meaningful," he said. " t hey also have to be tough negotiators with insurance contracts they accept and with their manufacturing partners to secure competitive pricing. h ustle, work hard, be kind, and exchange expectations for gratitude." hme Category Complex rehab C o NS o LID at I o N C ra Z e ■ Evolving market: While the full effect of industry consolidation has yet to be felt, expectations are that clients will face more challenges in getting the products and services they need, whether it's traveling farther, waiting longer or having less access than in the past. N e W N orma L ■ Staying viable: Small companies—both providers and manufacturers—need to focus on their strengths to remain competitive in the changing landscape. That means positioning themselves as experts in submarkets, such as pediatrics, geriatrics and bariatrics. te C h a D o P t I o N ■ Future glimpse: Complex rehab technologies have the potential to adapt to a wide variety of communications devices available to monitor, control, drive or document activities in the rehab market. However, the rate of adoption will be commensurate with the acceptance of these technologies by the payer community. Cushions Manual Stimulite Contoured XS Cushion Pre SS ure r e LI ef P L u S Po SI t I o NIN g Whee LC ha I r Cu S h I o N ■ Designed for people with sensitive skin, it features a soft top layer of specially engineered Stimulite honeycomb fused to two bottom layers. ■ Contours to body shape and provides maximum pressure relief, stability and ventilation to control heat and moisture. ■ Naturally antimicrobial and allergen free, this 3-1/2-inch thick cushion weighs only 3-1/4 pounds. Machine washable. Dynamic Systems Su Nm ate ■ Viscoelastic, slow-flow body contouring with uniform weight distribution for pressure relief. ■ Support capability alleviates fatigue from long- term sitting or lying down. ■ Eight pressure support levels. Ride Designs rID e Java Cu S h I o N for W hee LC ha I r S ■ Provides the highest level of skin protection and postural control. ■ Helps keep skin cool/dry plus no fit-essential maintenance needed. ■ Lightweight: weighs about 30% less than competitive cushions. Drive DeVilbiss Healthcare aDJ u S tab L e t e NSI o N g e N era L uS e Whee LC ha I r b a C k Cu S h I o N ■ The 1-inch thick, high-density foam pad provides optimal pressure redistribution. ■ Cushion secures over wheelchair canes and features five adjustment straps for versatile back support and customization. ■ Folds with the wheelchair for easy transport and storage. Invacare Corporation I N va C are ProSPIN X4 uL tra LI ght m a N ua L Whee LC ha I r ■ Fixed front frame version with locking flip-up footplate. ■ Heavy-duty package up to 350 pounds. ■ Amputee axle plate option. GF Health Products, Inc. e vere S t & Je NNIN g S r ehab Sho W er Commo D e ■ Available in several convenient configurations; footrests and arms provide easy transfer. ■ Cushioned vinyl seat and removable, hygienic plastic pail and lid are included. ■ Meets Medicare code E0165. Dalton Medical Corp. eCha I r - De L u X e b ar I atr IC ■ Adjustable seat depth. ■ Aluminum seat pan, 9-inch casters, 28 inches wide. ■ Cushion included. www.daltonmedical. com Invacare Corporation I N va C are t DX SP2 Po W er Whee LC ha I r WI th L I NX t e C h N o L ogy ■ Live, wireless programming with real-time client feedback. ■ Program with your smartphone, tablet or PC. ■ Remote visibility to key diagnostics. Shoprider Mobility Products, Inc. XL r 14 ■ Self-adjusting, 14-inch mid-wheel drive with 300-pound weight capacity. ■ Independent front and rear suspension, and Shoprider Power Tilt Seating. ■ Accommodates Group 34 or 24 batteries. Quantum Rehab 4 f ro N t ■ Automotive-grade Smooth Ride Suspension (SRS technology), dampening bumps for increased user comfort. ■ Advanced CASE (Caster Angle Sensor Encoders) technology for handling. ■ Q-Logic 3 with Bluetooth, Group 34 batteries, safe seat elevation up to 10 inches of lift at 3.2 mph, and LED lighting. Dalton Medical Corp. t a C ahe mID -Whee L Dr I ve ■ Tacahe mid-wheel drive design delivers outstanding maneuverability in tight spaces. ■ High performance obstacle climb suspension. ■ K0825, 350-pound weight capacity. Avid Rehab tIL t oNL y v e C tor ■ Tilt only Group 3 Chair K0856. ■ Can be order with multiple power functions. ■ Four color options available. Clarke Health Care Products Starf IS h Pro, Pe DI atr IC Sho W er a ND Commo D e C ha I r ■ Three sizes, three chassis models—designed to fit today and grow tomorrow. ■ Many positioning and safety add-ons. ■ Tilt and recline, stainless steel frame, adjustable height, width and angles. Dynamic Systems L I qu ID Su Nm ate f IPS (foam- IN - PL a C e- S eat IN g) ■ Direct custom-molding system for creating seat, back, or total wheelchair cushions. ■ Foams in minutes to body contour, controlling position with fixed support. ■ Advanced posture control, pressure relief, and stability achieved almost instantly. Matrix Seating USA m atr IX Cu S tom b a C k Su PP ort ( e 2617) ■ Custom back shape is fully adjustable. ■ Accommodates growth, postural needs and weight change. ■ Open design visually confirms optimal client contact.

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