Understanding their target market: retail companies in search of the best new products

No two days are the same. You always learn and experience new things when you work with people. It’s one reason why medical supply stores strive to keep up to date on the latest product innovations. Besides manufacturers, retailers often step up to ensure the equipment lands in the right medical supply store. In this interview, REHACARE.com asked two exhibitors about key aspects they pay attention to and learned why they are important connecting links in the supply chain.

Unfortunately, the REHACARE trade fair could not take place this year. But that should not stop us from immersing ourselves in a short mental journey through the exhibition halls – focusing on Hall 4: Back in 2019, REHACARE visitors not only discovered the RZV RehaZentrum Viersen GmbH medical supply store and discussed its latest products and services, but they also explored Rehabilitation-Systeme AG (Rehasys) and Help-24 GmbH, two medical supplies and equipment companies right next door. Both exhibitors showcased products that you may now find in a medical supply store near you.

According to managing director Christian Wegscheider the Austrian-based Help-24 GmbH specializes in the "import and sales of innovative and unique medical supplies and equipment in the German-speaking market." The company primarily distributes the FreedomChair foldable power wheelchair and models made by immer-mobil, which is why the company’s clientele includes medical supply stores next to other healthcare institutions such as rehabilitation clinics, hospitals, medical practices, and nursing homes.

The Swiss company Rehasys does more than just distribute equipment to the respective facilities. The team is also proud of its own products – especially the mobility scooters it designed and sells internationally according to CEO Vinzenz Hohl. REHACARE 2019 visitors likely remember the unique electric powered rides: The sleek vintage mobility scooter draws everyone’s attention thanks to its stylish design that’s inspired by American classic cars. "The 'Gatsby' is modeled after the old Ford Model T, while the new 'Champion' model brings the golden age of the classic American pickup truck of the 1950s to life."

Aside from finding new partners for its own products, the small retailer also uses trade shows like REHACARE to "learn about the latest products and companies and measure the level of innovation in the industry." Meeting new contacts and maintaining business relationships is certainly a surefire way to discover new products and brands. Trade fairs play a key role in this setting as they are the essential meeting place for the entire industry.

Companies like Help-24 also utilize other approaches to remain open to new ideas: "We are often contacted by the manufacturers themselves, or we use social media to discover exciting new products," says Christian Wegscheider. "We are always on the lookout and our employees keep their eyes and ears open, so we don’t miss any innovative brands."

What happens if a product has grabbed the attention and fits the company’s portfolio because it offers to satisfy the needs, desires, and wants of a consumer? "Before we add a new product to our portfolio, we conduct a thorough check of the product’s quality and benefit. It’s especially important to us that the product meets CE marking requirements," emphasizes Wegscheider. Once a product has been included in the product mix, the medical device consultants receive the training and the resources needed to promote the items in the respective medical supply stores.

As far as the Help-24 team is concerned, the key to a successful partnership is communication and a family vibe in all that they do. Wegscheider summarizes the importance of a great business partnership for the company’s own products: "Our distribution partners give us a constructive, targeted feedback loop that helps us to continuously improve." Continuous product and service improvement is obviously a top priority. When it comes to the medical supply store, this doesn’t just translate into winning products and services, but also means help solving a customer complaint faster and more effectively.

Strong relationships and comprehensive service are likewise very important to Rehasys: "We embrace personalized and solution-oriented services as our competitive advantage," explains Hohl and proudly adds, "We ascertain and offer products and services our customers were unable to find anywhere else." When people can order anything online, it’s the power of personal contact that makes the difference and sets you apart from the competition. However, the Rehasys CEO cautions that it takes more than that to be successful: "Offering a product online is typically only half the battle. Many medical devices and mobility solutions also require a lot of expert advice. Users must be allowed to put the equipment to the test at home or at the healthcare facility. This entails individualized user instruction and follow-up support."

Close and successful partnerships are also essential in delivering the best assistive technology services beyond the realm of retailers as supply chain links. Find out in our article "Getting the finished product to the customers: partnering up with medical supply stores" how manufacturers, medical supply stores, and retailers build successful collaborative partnerships and discover why these relationships likewise help optimize the supply chain process.

Companies in this field must always take a user-first approach because the bottom line is: It's all about the customer!