‘Tis the season

Tuesday, December 31, 2002

PORTLAND, Maine - Black Bear Medical took to the radio waves for the first time in December, trying to convince listeners that home medical equipment make great gifts for the holidays.

Co-owner Jim Greatorex said it did a three-week blast of radio ads on two local radio stations, including WYNZ 100.9, which is known as “the oldies station.” He said the company hoped to capitalize on the holiday shopping season.

“November and December are our two biggest months for retail, anyway, but that was without trying,” Greatorex said. “We wanted to see if we could get an extra bump by advertising before the holidays.”

Black Bear Medical has tried to increase its retail business since 1996, when it was hit hard by poor Medicaid reimbursement for rehab equipment. The company advertises in the Portland Press Herald, but it had never advertised on the radio.

Greatorex said Black Bear Medical hopes its holiday push will put the company at a 30% increase in retail for the year. About 37% of the company’s business is retail.

In its ad, Black Bear Medical touted rollators, cervical pillows, seat-lift chairs, air purifiers and portable saunas. HME