Website brings 'cool' factor

Friday, March 22, 2013

HUNTINGTON BEACH, Calif. – Diversified Medical Equipment and Supplies (DMES) is well known in California and nearby states for its enteral nutrition service, but that’s not all the provider is about.

“When competitive bidding was announced, I knew we’d have a significant problem sooner or later,” said Adrian Ioja, general manager at DMES. “Incontinence, medical supplies, retail—you name it, we’ve tried to diversify into it.”

Ioja recently relaunched the company’s website,, to promote the company’s products outside the enteral market. Products are now organized by condition, such as “sprained ankle”; category; and brand to better help customers find what they need. The new site also features separate interfaces for customers, rentals and institutions, as well as a tab for the company’s blog. Having the seperate interfaces de-clutters the site, Ioja said.

He turned to popular retail websites like and for inspiration.

“Other retails do a better job with that factor that makes people go ‘It looks cool,’” he said. “We’re not the coolest industry, and that’s something that needs to come.”

The new site should help set DMES on the right track, says Dave Bargmann, a social media consultant with Duckridge Advisors.

“A provider needs to make an investment in taking their online marketing presence seriously,” said Bargmann. “The combination of an enhanced web and social presence will pay dividends for increasing site traffic, as well as sales.”