Originally Published MX July/August 2003

COVER STORY

Celebrity spokespersons have long been used to promote everything from athletic equipment and soft drinks to motor oil and lately even pharmaceuticals, but home medical equipment? C'mon.

"We know the general public's awareness level of our industry and its products is very low," says Invacare's senior vice president of sales and marketing, Lou Slangen. "When people even think of our products, they are viewed as things that are acquired only when absolutely necessary. We signed Arnold Palmer to help us begin to change that perception."

Invacare doesn't use DTC marketing for standard equipment like homecare beds and walkers, or for highly customized products like rehab wheelchairs, although there is a halo effect. But for certain product categories, DTC makes a lot of sense. For example, says Slangen, a number of people over age 65 have disabilities that limit their physical mobility. These individuals could really benefit from a power chair or motorized scooter, but they have a certain image of wheelchairs that keeps them from acting on that need.