Category: Incontinence/Skin Care
EMPHASIS ON QUALITY:
- To stand out in the crowded incontinence category, manufacturers emphasize high-performance brands, including SCA's TENA, Principle's Tranquility and 3M's Cavilon, Medipore and Tagederm lines of skin care creams, films and dressings.
CONSIDER ACTIVE LIFESTYLES:
- Incontinence doesn't mean inactive. Today's users are looking for comfort and discretion. Pull-on briefs are designed to fit better, provide greater confidence and create less embarrassment than conventional adult diapers.
SHIFTING SALES CHANNELS:
- Over-the-counter-retail is the main artery, but HME providers should also look at supplying long-term care facilities, including nursing homes, assisted living facilities and continuing care retirement communities. Because of the stigma of incontinence supplies, consider offering home delivery as an option for customers.