Question

Topic: Advertising/PR

Help Selling Dme Device To Healthcare Mkt & Drs

Posted by Anonymous on 9/28/2012 at 4:26 PM ET 250 Points
We are a new Durable Medical Equipment (DME) company with our offices and manufacturing facility located in Fort Myers, Florida.
In order to ask my questions I feel a little background information is required
Background: Over the past 3 years we have developed, brought to production and recently began marketing our Somnimax Blanket Lifter™ a very innovative product to lift the blankets and sheets off the feet of people who suffer from a myriad of diseases and discomforts. The market that is served by this device ranges from formation of leg and foot pressure ulcers that can be deadly to providing relief to those who just do not like the pressure of the blankets on their feet. Note: This latter category is not included in the ranks of suffers identified below.
Based on our research there are between 45 and 70 million Americans (depending on data source) who suffer pain and discomfort made worse by blanket pressure as they try to sleep. This pain either directly or indirectly has a deleterious effect on their overall health and quality of life. To drive the point last year 2.5 million Americans developed bed sores or ulcers while under the care of a medical facility. Of those 60,000 died, nearly twice the deaths caused by car crashes. The annual medical cost to treat ulcers was in excess of $10 billion paid mainly by Medicare and Medicaid. In 2012 Medicare and Medicaid no longer reimburse facilities for treatment of ulcers contracted under facility care. The decision not to reimburse medical facilities should be an engine to drive our sales but to date we have not seen that reaction. While our product does not cure the ulcer problem it is a critical piece of the protocol since the bedcovers are one of the most controllable sources of weight and friction to feet and legs a prime cause of ulcers. Removing the blanket weight and friction greatly reduces the probability of ulcer formation.
Our product is unique in that we have invented not only the best device to life bedcovers off the lower legs and feet of users, but also we have made a major breakthrough with the development of our patent pending insulating Bi-material™ cover that fits over the lifting frame. The insulating cover blocks and seals the opening created at the end of the bed when the bedcovers are lifted off the user’s feet. Our insulating cover utilizes the user’s body temperature control dynamics to keep the user’s feet and lower legs warm and comfortable. To see all the features of our product you can visit our site at www.SomniMax.com.
With all this going for our product we are getting nowhere marketing this device to the medical community and care facilities. The medical staff we show our product to raves that it is much needed and why was it not invented years ago. However, when it comes to making the purchase or writing the script for the patient to go purchase it just does not happen. The older bed cradle, blanket lifter or blanket booster products perform so poorly that the medical community has long stopped using them because by not having the insulating cover they create “cold feet” or “short sheet” problems that are nearly as severe to user comfort as the problems caused by the weight of the bedcovers. This older product grouping "taint" is a major deterrent to decision to purchase or recommend.
Finally the questions:
• What suggestions would this community make that could provide us the most likely path to sales. We have tried trade shows; email blasts, local direct sales efforts, and printed media all with disappointing results.
• Can anyone enlighten us as to how the traditional DME OEM market and sell their products?
• How do independent medical representatives market themselves to DME OEM to bring on new product lines?
• How does a company locate those independent medical representatives?
• Are there marketing & sales organizations that resell or represent the OEM?
• Are there small to medium sized firms that have access to the medical markets that are willing to work with a new OEM?
• What is the best way to access the Doctors office?
All answers or suggestions will be truly appreciated.
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RESPONSES

  • Posted by mgoodman on 9/28/2012 at 6:10 PM Accepted
    TMI.

    We've consulted in similar categories (DME), and would love to help you, but (1) your background information is all about product performance, not about the mindset and decision-making process of your primary target audience; and (2) the problem you are having does not lend itself to the kind of quick responses we typically give on this forum.

    You have a fundamental marketing problem: You developed the product before you had an in-depth understanding of the market environment into which you would be selling.

    Now you need some serious outside guidance to see if there's a way to save the business. I'd suggest finding a qualified consultant to really get involved with you. This takes a perspective that you can't possibly have on your own. And don't wait too long. Time won't make this get better on its own.


    P.S. Your homepage doesn't focus on who the target audience is or what benefit they might expect if they purchase/use your product. It's mostly about features and descriptions. People don't buy features; they buy benefits.
  • Posted on 9/28/2012 at 7:35 PM Author
    Thank you for your painful but right on response.
    I was researching medical marketing firms with DME expertise when I came across the MarketingProfs excellent website and forum.
    Your speedy right on target response served to validate our current actions. Thank you.
    However, I am still hopeful for a person to come forward with even just a few specific answers like names of firms that they have a successful experience with or maybe a person with years of DME sales and marketing experience who might enjoy getting involved with a new company making products in the USA.
    I apologize to the forum for the TMI. I read the rules and comments were limited to 8000 characters and I stayed within half that amount.
    As for the website it is being redone as a benefits page with a new landing look and feel that should be up in a few weeks.
    Please check back and comment.
  • Posted by Jay Hamilton-Roth on 9/28/2012 at 8:00 PM Accepted
    I'd focus on just a few doctors or facilities and not try to push the sale on them, but rather consult with them to better understand: if your product works well, when/if they'd recommend it to others, what would make it better, etc. Once you deeply understand their needs, you can begin slowly - proactively acknowledging their concerns, offering your solutions, showing why it's the best choice, and closing the sale. Then as you get orders, repeat the process in other regions.

    Right now, all you're getting are "no's". You don't truly understand why no one is buying. Do your homework before trying to push the sale on more people who are likely to give you the same response.
  • Posted by CarolBlaha on 9/28/2012 at 8:59 PM Accepted
    First off, as an OEM you aren't marketing to docs, you should be marketing to VAR's. IF that is the route to go.

    Talk to any docs you have a relationship with. Ask who are independent reps they like to work with. You will accomplish two things, you will find a rep the doc likes and one you know who works.

    But finding a rep is different than finding one that would take on your line. You have to support the rep. They won't take on a line that will just spin their wheels or not deliver. Their reputation is on the line in working with you, an unknown and can effect their other business.

    Google Manaonline. Its a trade org that services independents. You will see the checklist of what a rep needs from you.

    Last-- to tell you why what you are doing isn't working is that you are doing things too passive. This won't be accomplished with the tactics you describe. Get from behind the desk and start calling on the hospitals themselves. Do not go to purchasing. Go to the director of Nursing. They will tell purchasing what to buy.

    I have sold a lot of hospitals and have been an independent rep. My best advice-- get a couple clients before you start with independent reps.
  • Posted on 9/30/2012 at 8:39 AM Author
    Thanks to Mike, Carol and Jay for some very insightful observations, answers and suggestions each of you made points that were very valid. I plan to utilize your responses in the coming weeks to adjust and adapt our marketing and sales efforts to get our product successfully into the market place.
    I have already held conversations with our web support staff and we are moving forward building new landing pages to address each of 5 major user segments with benefit driven information and target each page via ad words.
    I have arranged to discuss the orthopedic segment with a much respected local orthopedic surgeon I have known for years. I went through his head nurse and she was more than happy to arrange the meeting once she understood the potential positive impact our product could have on their patients. The meeting agenda was set to discuss his potentially beginning medical trials utilizing our device, how we approach the medical market and if he will sit on the medical board we are putting together to help guide our company.
    Again thank you for your responses.
    David
  • Posted by CarolBlaha on 9/30/2012 at 8:50 AM Member
    wow great news. Look how quickly you turned this around! This doc could turn into an investory. I bet he knows some indepedent medical reps too in the area. Which would be a great test, get one local rep, support the heck out of him. Local reps know reps in other areas. Best wishes!
  • Posted by CarolBlaha on 9/30/2012 at 8:53 AM Member
    I've very impressed at how quickly you are turning this around. This doc could turn into an investor. Talk to him about local independent reps, he'll know a few. That would be a great test, find one local rep, support the heck out of him. That rep will know other independents (peers) in other areas. Good Luck and Best Wishes.

    Carol
    Sell Well and Prosper tm
  • Posted by marketbase on 10/2/2012 at 12:53 PM Accepted
    Do you have testimonial remarks from patients and medical personnel (caregivers and doctors, therapists, etc) who can attest to the benefit derived from this product? When all is said and done, those who can help move your product will want (and need) to hear what benefit (and at what cost) return on investment the Somnimax Blanker Lifter has for them. Pull together a few case histories to start with--tell the story and the product will likely sell itself! The potential for success is significant. Best of luck.

  • Posted on 10/9/2012 at 11:38 AM Author
    I wanted to thank everyone who took the time to answer to our questions.
    I waited a while to close this question to give everyone enough time to respond.
    As a bit of follow up.
    We have rapidly started to implement many of your suggestions.
    We are redesigning POS materials and web info to take the benefits vs. features point of view.
    We have reviewed all of your answers and comments with our entire marketing and sales team and selected the suggestions we could attack quickly and kept the remainder to deploy as time allows.
    We are making good progress toward implementation of many of your suggestions.
    Again, thank you one and all.
    David
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