Ambercare goes full throttle with web, retail stores

BELEN, N.M. - Ambercare launched an e-commerce website in September, the latest move in its push into retail, which includes the addition of two new showroom locations within the past year.

“The way the DME industry is changing, we wanted to have options,” said Bob Bruce, retail and web sales manager.

The 15-year-old Ambercare opened its first retail location in 2010. The provider offers home health care, physical therapy and hospice on top of its full line of HME at 11 locations in New Mexico.

The new website, dmeonline.ambercare.com, offers convenience for customers.

“Some customers find it a challenge to get to one of our stores,” said Bruce. “It's also there for people who might not be sure they want to make a purchase in the store—when they decide, they can go online and buy it.”

In launching the website, Bruce expanded his offerings from 2,000 items to 8,000 items—with no inventory cost. He's already gotten positive feedback.

“They want to shop there because we have a good reputation in the community,” said Bruce. “People know us and trust us.”

It's not just customer demand behind Ambercare's retail push—reimbursements are down, he said.

“Insurances cover less and less every year,” said Bruce. “A lot of people have decided it's not worth the hassle of going through insurance and want to buy things outright.”

Ambercare's commitment to retail is the right way to succeed in the market, says Anna McDevitt, owner of Laboratory Consulting.

“It takes a lot to do it the right way,” said McDevitt. “A lot of providers want to do retail, but it takes a real investment, as well as having the right staff and setting up a showroom.”