Sporting A New Mix

• By T. David Chinn, Richard Gardner
• May 01, 2004

Sports Medicine has a multitude of definitions. What does it mean to you as a pharmacy or HME/DME dealer? There are several reasons why a health care dealer should pay attention to the sports medicine trend and see if it makes sense to add these types of products to the mix at their location. Sports medicine is a growing field for several reasons. Young people are more involved in organized sports in school as well as in leagues at an earlier age. The number of athletic activities available for females has particularly exploded in recent years. These same young people are continuing to be active into their middle years, helping to create a demand for products used to treat injuries they sustain as they age.

Why should I consider jumping into the sports medicine arena?

Many sports medicine products are cash sales. Orthopedic products will draw a younger clientele into your store than what many of your other lines draw. These patients are the same ones who are known for spending their own cash on DME products for their aging parents. You want to gain the loyalty of this group as they shop for the parents they are caring for, and also for themselves as they age and their need for health care products increases. Many active people are looking to treat their injuries themselves, without visiting a physician. They are often looking to self-diagnose and treat, with the help of a dependable retailer.

What kind of inventory should I stock in this category?

It is best to begin with a simple assortment of low- and medium-end orthopedic bracing, encompassing most major body parts, elastic bandages and wraps, as well as hot and cold therapy items. Many manufacturers can suggest opening orders in the category and may even provide planogram advice. It is beneficial to partner with a manufacturer who also offers higher-end orthopedic items, which you can order for patients on a case-by-case basis as needed. Get a feel for other possible niches in your local market. Some conditions that may be prevalent in your area may include Carpal Tunnel Syndrome if you have a constituency involved with repetitive motion tasks; lower back pain which is the most prevalent cause of disability in people under the age of 45 and a common problem for those working in manufacturing; or Plantar Fasciitis, a common ailment of runners and walkers. If you identify a need in any of these areas, work with your manufacturer to help suggest a basic stock of items to treat these conditions and position yourself as the local expert on these conditions.

Discuss whether or not you are all observing trends of ailments or conditions which need attention in your retail selection.

How do I market this category?

A great way to market yourself in the sports medicine category is to forge a partnership with a local high school sports program. Contact the athletic department at your local high school. Find out if they have an athletic trainer. Make an appointment to introduce yourself to that person. Find out what kinds of products they use in the athletic office and donate samples of some of those products. These may include hot and cold therapy products and elastic bandaging. Let trainers and coaches know that you can supply the specific needs their injured athletes may have. Market yourself to them as the sports medicine destination in the area. Take out advertisements for your store in the high school's athletic programs. You also may be able to sponsor a sign at the stadium, field or gymnasium of the high school. Be seen at the high school's sporting events. The benefits to partnering with the high school athletic department are numerous. You can secure referrals from the athletic trainers and coaches. These people interact with a tremendous amount of athletes on a daily basis, and also are a trusted source of information to the families of those athletes and teachers at the school. Providing some samples and free product donations to the local athletic program is valuable, as many of the schools have little if any budget for these types of supplies.

How do I go about selecting a vendor for my sports medicine products?

Look for a vendor with a great retail program. A great retail program encompasses such benefits as sharp, clean, attractive, and easy-to-read packaging. A wall planogrammed with product in striking packaging looks cleaner and more inviting than a wall with a hodgepodge of different vendors and looks. Therefore, look for a vendor that can supply the variety of products you desire. Ask about the vendor's marketing programs. A complete marketing program should include such helpful tools as fitting guides, posters, signage, catalogs, and planogramming advice. Once you have selected a vendor for your orthopedic goods, work closely with the vendor's local representative in your area. This person should be able to assist you with product selection and ordering, with setting up your display, and they should be available to in-service your personnel so they become comfortable with the category. Consider the vendor's minimum order requirements, and order turnaround time. These will become important factors when you need to order one or two items for a particular customer's needs.

What's next?

Get ready to sell, but above all, be flexible. No two markets are the same. You will constantly need to analyze your patient base, as well as your competition. If the product mix you are working with is not moving, figure out why. Do you have a poor selection of products? Do your employees keep a log of lost sales?items your customers requested and you did not have on hand. Have weekly meetings with your employees. Discuss whether or not you are all observing trends of ailments or conditions which need attention in your retail selection. Are your employees comfortable with the questions they are being asked? If not, arrange for in-service training to bring their comfort level up. Again, you want to position your business as the local experts in sports medicine. Are you getting referrals? Referrals don't just happen; there is a lot of work involved in detailing people in your area including doctors, athletic trainers and physical therapists in your area. Don't stop after you have made the first round; continue to call on your network. Take advantage of five minutes of their time periodically to show them the latest and greatest product you have in your line. Be sure and bring the product, demonstrate its features, and let them try it on. If possible, leave literature behind each time to reinforce your selection, and highlight new products.

In this day of shrinking Medicare reimbursement rates, cash sales can be more important than ever. Taking a closer look at the sports medicine category can improve your bottom line in many ways, from cash sales on orthopedics, to long-range customer loyalty from customers who will continue to have increased health care needs, for their elderly parents, as well as for themselves as they age.

This article originally appeared in the May 2004 issue of HME Business.