HSS pulls trigger on new division

NIAGARA FALLS, N.Y. - The home modification division at Health System Services (HSS) has been a long time coming—10 years to be exact.

"This was the right time, because the right people were available to help us do it," said Bob Miniccuci, president.

HSS hired Mike Strong, who has five years of experience in safe-patient handling and home modification, to lead the charge as general manager of the new division.

The new home modification division fits in well with HSS's existing business: Part B services, programs for injury prevention and fall management, and home medical and respiratory equipment.

"It's a similar clientele and a lot of the equipment that we provide (complements) the home modification division," said Jeff Rose, senior vice president. "A lot of the customers that need medical equipment also need modifications to their home."

HSS conducts a full risk assessment in the patient's home to see what may be needed for modifications and then makes recommendations. For example, ramps and vertical platforms for wheelchairs, as well as stair lifts, grab bars and walk-in tubs.

“We like to provide options and, depending on the condition of the patient, what they need today isn't necessarily what they're going to need down the road,” said Rose. “We keep that in mind.”

To market the new division, HSS has turned to Facebook, email blasts and Google AdWords. The company also recently filmed a television commercial that will air in the western New York market for approximately six months.

"Our commercial tells a story about someone who's lived in their house for generations,” said Miniccuci. "You can put a ramp in and you could have a walk-in tub or a walk-in shower and enjoy the surroundings that you've become accustomed to.”

Their key demographic? Women.

"Typically what we find is that women over the age of 35 are taking care of their aging parents" said Miniccuci. "They're the caregivers and the influencers, and that's who we're targeting."

Miniccuci says he would like to see the home modification business comprise at least 10% of the company's annual revenues by next year, and 25% in the next two years.

“We're on track,” said Miniccuci. “We've really hit all our goals.”