Nursing home biz pays off

NIAGARA FALLS, N.Y. - Knocking on nursing home doors has paid off big time for the growing Health System Services. The provider in January opened a new 6,000-square-foot distribution center-its third-in Canandaigua, near Rochester. The new facility includes offices with plans to carve out a retail storefront in the next six to nine months. "This enables us to reach the southern tier of New York," said Robert Minicucci, president. "Rochester is a growing area." HSS's other distribution centers are in Albany, N.Y., and Wellington, Fla., with a retail location in Niagara Falls. The 11-year-old family-owned company offers a full line of DME and oxygen; along with enteral, ostomy and wound care supplies. HSS does a brisk business supplying 140 nursing homes and offers injury prevention classes for caregivers. "We've developed a wonderful relationship with our nursing home clients, and they've come to trust us for other services," said Minicucci. Those other services include a discharge program, with HSS arranging for rental equipment, such as a hospital beds and ADLs in the home. "Folks don't necessarily stay in a nursing home," said Minicucci. "We want to take care of them as they get home." HSS expanded into retail in 2001, and that segment of the business is growing. Marketing the retail segment is more of a challenge, Minicucci admits. "We have to figure out what will attract people to our showroom," he said. "We are trying TV advertising, but it hasn't worked for us. The next step is billboard and radio." HME