TV ads show and tell

Friday, March 22, 2013

PORT CHARLOTTE, Fla. – While most retailers sell products, retail HME providers have to sell themselves, says provider Chris Wagner.

“People don’t know about the products we have, but it’s easy to frame that in a commercial,” said Wagner, who opened Port Charlotte, Fla.-based Health Source with his wife, Melonie, and his business partner, Phillip Bane, late last year. 

Health Source focuses on home modifications, and also offers lift chairs, scooters, power wheelchairs, orthotics and wound care. The provider also rents portable oxygen concentrators—all without involving third-party payers. 

“We tell people we don’t bill insurance,” Wagner said. “We do offer more colors and choices, and that’s just fine with a lot of people.”

His current TV commercial, featuring his line of Golden Technologies lift chairs, airs 12 times a day on weekends on specific cable channels that he says appeal to his target audience.

“We focus on channels that appeal to females ages 45 to 65,” Wagner said. “We believe those are the scouts and information gatherers for the types of products we sell.” 

He says a new TV commercial showcasing his 7,200-square-foot showroom, which includes 75 lift chairs on display, is in the works.

“There’s a lot to show,” Wagner  said. “And we want to show the staff helping people.”