Issue link: https://read.dmtmag.com/i/45026
36 Product Focus Category Development WWW.HMENEWS.COM / NOVEMBER 2011 / HME NEWS Does incontinence market need an image makeover? BY JOHN ANDREWS, Contributing Editor L IKE THE BARIATRIC, ostomy and urological product catego- ries, incontinence is a condi- tion that no one likes to talk about—least of all those who suffer from the disorder. Providers serv- ing this market are careful to use sensi- tivity and discretion with these customers as adult diapers and catheters are typically furnished in packages with plain brown wrappers. But while the subject may be embar- rassing, could its image be changed with some dynamic marketing the same way that certain prescription drugs have done with erectile dysfunction? And could such an image-boosting campaign result in greater product sales for providers serv- ing the market? It's entirely possible, says George Arenas, president of Sharpsville, Pa.-based Amarko. "Fifteen years ago erectile dysfunction had a stigma and no one wanted to talk about it," CATEGORY: he said. "Then Viagra appeared and now TV commercials for ED are common. I never thought I would ever see the day when we would see those types of ads on TV." To Arenas, the same situation exists with incontinence. "It is not a topic people are comfortable talking about even if you're in the busi- ness," he said. "At the same time, there is a massive demand for these products because it is a real problem. I don't see why the right marketing strategy could not turn this stigma around and make incontinence seem like a normal condition that many people have." RISING DEMAND Research bears out the strong demand for incontinence and urological products, with numbers expected to continue climb- ing going forward. San Jose, Calif.-based Global Industry Analysts released a recent report that predicts the catheter market will reach $2.7 billion worldwide by 2015. The burgeoning demand, report authors Incontinence ■ CHANGING PERCEPTIONS ■ 'Normalizing' incontinence: Urinary dysfunction is an affliction that no one likes to talk about, let alone admit they have. But a dynamic marketing campaign by the pharmaceutical industry has turned erectile dysfunction into a major business while removing the stigma associated with the condition. Some believe that a similar initiative could do the same for the incontinence market. FAVORABLE NUMBERS ■ Demand uptick: Research shows that as the baby boomers continue to enter the ranks of the elderly, there has been a corresponding growth in demand. Global Industry Analysts predicts that the market for catheters alone will reach nearly $3 billion worldwide by 2015. NEW MANEUVERS ■ Thinking creatively: As Medicare and Medicaid reimbursement levels sink below the break-even line, providers need to look at alternative strategies to augment losses, such as combining horizontal product lines, re-thinking delivery logistics and promoting higher quality products to sell for cash. say, is fueled by "an aging population and rising incidence of urinary continence." Other factors, according to the report, are technological advancements and the advent of sophisticated catheters capable of minimizing invasion and reducing com- plications associated with incontinence. "The urological catheters market, simi- lar to other medical device markets, fared better than several other industries owing to the recession, which is attributed to fac- tors such as an expanding proportion of the elderly, and rising life expectancies and rising demand," the report stated. The U.S. catheter market is expected to reach nearly $162 million by 2012. COUNTERING LOW REIMBURSEMENT The challenge for HME providers serving the incontinence, urological and ostomy market segments isn't lack of demand— it's the lack of appropriate Medicare and Medicaid reimbursement. The floor price for many of these items has dropped below INCONTINENCE SEE PAGE 37 Pressure mattresses Drive Medical MED AIRE PLUS ■ Combination therapy alternating pressure and low air loss with a multi- directional stretch cover and cell on cell technology for power outage protection. ■ Digital pump with adjustable cycle time, seat (fowler) function, and static button has a fail-safe auto-return to alternating therapy. ■ 450-pound weight capacity, 18-month warranty on pump and mattress. www.drivemedical.com Invacare MICROAIR ALTERNATING PRESSURE MATTRESS ■ ■ Larger compressor for more efficient therapy cycles with low air loss feature. Wireless auto fowler pushes more air into the mattress when articulated; prevents bottoming-out. 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