Home Medical prioritizes cash sales

Thursday, January 31, 2008

GARDEN CITY, N.Y. - Home Medical Equipment of New York has carved out space for a showroom at its location here so it can better serve customers who want to pay cash for power mobility devices.
The rehab provider hired an ad agency to advertise the showroom in local newspapers and penny savers starting in November.
"A lot of people need power wheelchairs and scooters, and just because they don't qualify for Medicare or other insurance, doesn't mean they don't need them," said Bill Tobia, president and CEO.
The 1,500-square-foot showroom allows customers to view and test 30 different models of wheelchairs, scooters and seat lift chairs. Home Medical moved to its current 9,000-square-foot location in February 2007, partly to make room for a showroom.
Until now, Medicare has been Home Medical's main payer and rehabilitation clinics have been its main referral source.
Home Medical has hired two employees to work the showroom and field calls, Tobia said.
Despite the presence of wheelchairs on the Web and a national provider in the area, Tobia feels good about Home Medical's chances. About the Internet, he said: "When you're talking about wheelchairs and scooters, trying things is huge. We have room outside for test runs."
About the competition, Tobia said: "We're not high pressure. That's our motto."