ActivStyle solidifies its position as indie player

MINNEAPOLIS - ActivStyle, which has made a name for itself in the incontinence supplies market, wants to boost its profile in the catheter market.

In June, the company launched Catheter Express, a new brand to help focus its existing catheter business. ActivStyle entered the catheter space in 2010 when it acquired Advocate Medical.

“We felt really formalizing and doing more of the personal service we do so well on the incontinence side was a benefit in our catheter business,” said CEO Gayle Devin. “The catheter patient isn't a one-size-fits all.”

ActivStyle, which got into the catheter space in 2010 when it acquired Advocate Medical, provides continuing education and a wide range of product choice, and works with payers.

“All our representatives go through extensive product training, whether it's talking about incontinence or an issue with their diagnosis and making them feel comfortable,” said Devin. “If their needs change, we work with them to ensure that they get the right product and they meet criteria from the payer standpoint.”

ActivStyle, which was founded in 1997, also offers urology, ostomy and nutritional supplies. It is a Medicare provider nationwide, and accepts Medicaid in 43 states; and also contracts with more than 900 managed care organizations, says Devin.

While there has been little change in the documentation and medical requirements for catheters, there is a higher level of scrutiny being paid, she said.

“We pride ourselves on being food compliant citizens in terms of managing utilization,” said Devin. “We don't want patients stockpiling. We prevent fraud, waste and abuse, which I think is really key and attractive to the payer community as well.”

Much of the focus in the medical supplies space over the past few years has been on large deals, often in the form of manufacturers acquiring a platform. Most recently, in May 2017, Owens & Minor paid about $380 million for Byram Healthcare. Other deals include Coloplast's acquisition of Comfort Medical for $160 million; and Domtar's acquisition of Home Delivery Incontinence Supplies for $45 million, both in 2016.

“Clearly, it's a growing market,” said Devin. “That's where we feel there's a need for an independent player who can provide that personalized service.”