Tech, cross-selling sustain supplies market

The medical supplies industry is at a turning point, driven by rising demand for home-based care and advancing technology to meet evolving patient and provider expectations. Leaders point to developments like supply chain modernization, AI-driven efficiencies and cross-category solutions as critical tools to not only propel the category forward but also address increasing costs and reduced reimbursement. 

Amazon effect  

Russ Hicks, senior vice president at Cardinal Health at-Home, says consumer expectations, accelerated by the COVID-19 pandemic, have fundamentally reshaped how HME supplies are delivered. 

“People now expect their medical supplies to arrive at their homes quickly, mirroring trends in general e-commerce,” he said. 

To meet these demands, suppliers like Cardinal Health and others have invested in technology, including new distribution centers, robotics and real-time data integration. 

“Enhanced EDI connections and APIs enable us to communicate and share data with our customers in a much more automated and efficient manner,” Hicks said, “giving them real-time visibility into our supply chain.” 

AI is also poised to revolutionize operations like claim submissions, documentation reviews and e-script platform optimization, says Jodi Rohlwing-Hettich, vice president of business development at DermaRite. 

“This is a relatively untapped technology in this space,” she said, “but its adoption is gaining momentum and will likely accelerate rapidly.” 

Patient-centric design 

While advancements in logistics have improved efficiency for HME providers, innovation is also transforming how patients manage their care at home. Nowhere is this more evident than in CGM technology, where smaller sensors, longer wear times and better accuracy help patients manage their diabetes with greater precision. 

“These systems’ integration with smartphones and connected devices has been transformative,” said Matt Edwards, CEO of GEMCO Medical. “Looking ahead, closed-loop systems and AI-driven predictive analytics will empower patients to take even greater control over their care.” 

This wave of innovation also reflects efforts to meet the needs of the growing plus-sized population, a demographic that is gaining attention in the supplies market for incontinence. 

“Designing products that meet the unique needs of plus-sized individuals will gain momentum,” said David Krieger, director of sales at Principle Business Enterprises. “Over the past year, our focus on the plus-size community was reflected in the launch of the Tranquility 3XL Pull-on Underwear in both Overnight and Heavy absorbency levels. 

Later this year, PBE intends to launch a brand-new, state-of-the-art brief line for plus-size individuals. 

Cross-care Solutions 

HME providers are embracing cross-category solutions to create a more holistic care experience. For those already offering glucose monitors or orthopedic devices, Rohlwing-Hettich says adding complementary products like wound care and skincare helps providers address both treatment and prevention. 

Incontinence care also creates opportunities for pairing skincare with absorbent products, improving patient outcomes while supporting fragile skin, says Beth Wierzbicki, senior brand manager at Essity. 

“This is an excellent way for HMEs to give their bottom line a boost,” she said. “Proper skincare is critical to maintaining skin health when dealing with incontinence.” 

Ultimately, the future of the HME industry lies in collaboration, says Edwards. 

“By working together, providers, payers and manufacturers can deliver truly patient-centered solutions while navigating this evolving market,” he said.