Invacare 2009 Annual Report Download - page 15

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who honor the company’s product warranties regardless of where the product was purchased. This network of
servicing providers seeks to ensure that all consumers using Invacare products receive quality service and
support that is consistent with the Invacare brand promise.
The company markets products and services to the institutional care market through IPG. IPG products
include beds and furnishings, patient handling, bathing, therapeutic support surfaces and durable medical
equipment products. IPG sales and marketing organizations consist of field sales representatives and independent
rep agencies supported by a marketing group that generates awareness and demand at institutions for Invacare
products and services. IPG also provides interior design services for nursing homes and assisted living facilities
involved with renovation and new construction.
In 2009, Invacare continued to focus on a growing suite of programs and services designed to simplify
business for HME providers, reduce their costs, optimize their resources and improve their bottom line. Invacare
is working to help HME providers respond to the challenges associated with competitive bidding, escalating
operating costs and changes in Medicare reimbursement.
The company sells distributed products, primarily soft goods and disposable medical supplies, through ISG.
ISG products include ostomy, incontinence, wound care and diabetic supplies, as well as 40 other categories of
other soft goods and disposables. ISG markets its products through field account managers, inside telesales, a
customer service department and the Internet. Additionally, ISG entered the long-term care market on a regional
basis and markets to those nursing homes utilizing independent manufacturer representatives. ISG also markets a
Home Delivery Program to home medical equipment providers through which ISG drop ships supplies in the
provider’s name to the customer’s address. Thus, providers have no products to stock, no minimum order
requirements and delivery is made within 24 to 48 hours nationwide. ISG also offers many customized marketing
programs as well as business to consumer and business to business website development, designed to help its
customers create awareness, grow companion and cash sales and assist in patient retention.
Invacare continues to improve performance and usability on www.invacare.com. In 2009, the company
focused on the implementation of a new website platform with the goal of creating a highly usable web presence.
Invacare also increased participation in online forums and engaged customers by utilizing social media tools,
including a corporate blog (www.invacareconnects.com). These moves toward a more customer-centric approach
should allow the company to provide a user interface that better addresses customer needs.
Also in 2009, the company continued its strategic advertising campaign in key business to business
publications that reach Invacare’s respective customers. The company contributed extensively to editorial
coverage in trade publications concerning the products the company manufactures; and company representatives
attended numerous trade shows and conferences on a national and regional basis in which Invacare products were
displayed to providers, health care professionals, managed care professionals and consumers. “Yes, you can®”
continues to be Invacare’s global tagline, and it remains steadfast in company ads and indicative of the
company’s “can do” attitude.
The company continues to generate greater consumer awareness of its products. This was evidenced by the
company’s sponsorship of a variety of wheelchair sporting events and support of various philanthropic causes
benefiting the consumers of the company’s products. The company continued its sponsorships of individual
wheelchair athletes and teams, including several of the top-ranked male and female racers, hand cyclists, and
wheelchair tennis players in the world. The company also continued its support of disabled veterans through its
sponsorship of the 29th National Veterans Wheelchair Games, the largest annual wheelchair sports event in the
world. The games bring a competitive and recreational sports experience to military service veterans who use
wheelchairs for their mobility needs due to spinal cord injury, neurological conditions or amputation.
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