Providers face ‘new era’ in online shopping 

YARMOUTH, Maine – ResMed’s decision to add the AirSense 11 to its e-shop is another sign of a shifting market – one that providers have mixed feelings about. 

ResMed was already selling its AirSense 10 and AirMini, as well as numerous masks and accessories, on the e-shop for cash purchase, and added the AirSense 11 in October. Inogen, a manufacturer of portable oxygen concentrators, has offered a direct-to-consumer option for years. 

“We're seeing that more and more as the consumer starts to look for the product outside of the normal insurance channels,” said Woody O’Neal, vice president of O’Neal Medical in Pelham, Ala. “I don't want to say that that's not a problem, but it's kind of the new market era that we're entering into, so you have to get used to it.” 

That is, as long as providers can still get what they need. After Philips issued a large recall of certain CPAPs in 2021, demand for devices increased, forcing ResMed and others to put certain devices on allocation for a period of time, something that hit providers hard, they say. 

At press time, ResMed still had the AirSense 11 on allocation, despite it being available on its e-shop for cash purchase. 

“If I’m told I’m allocated to ‘X’ amount of machines, then I’ll have a major issue if (I can’t get them),” says Jason Jones, president of Troy, Ala.-based Jones Medical Supply. “If they have enough to sell online to the public, they better have enough for me. We’re still on allocation, but my reps have been taking care of us.” 

‘Doesn’t faze me’ 

With demand for CPAP devices still primarily insurance-driven, the out-of-pocket cost of approximately $1,100 for the AirSense 11 on ResMed’s e-shop does limit the number of buyers, says provider Richard Spafford, who doesn’t accept insurance. 

“I can pull up ResMed (online) and it will be full MAP pricing, and we can decide to discount off that,” said Spafford, president of USA Medical Supply in West Springfield, Mass. “ResMed going direct doesn’t faze me at all. Our CPAP competitors besides ResMed are a bigger concern.” 

‘Face-to-face’ 

One edge providers have always had over online marketplaces or big-box stores is customer service, something they don’t see going away any time soon, says provider Robert Beard, who serves rural Alabama and Mississippi. 

“These patients want to see someone face-to-face and they love the one-on-one education,” said Beard, owner of YD Home Medical in Livingston, Ala.