Looking Ahead to Golden Years

Originally Published MX July/August 2003

COVER STORY

To reach an ambitious sales goal, Invacare chairman and CEO Mal Mixon is creating consumer demand for his company's products.

Interview by Steve Halasey

The market potential for home medical equipment (HME) is great and growing, as the number of people surviving into old age or living with manageable chronic medical conditions continues to increase. This market is global, as is the reach of television and the Internet. What better way, then, for a thriving HME company to achieve ambitious sales goals than to exploit these media to reach consumers directly?