Their comments reinforce my earlier point that the trust we develop with our patients is very valuable and must not be compromised.
Opportunity for revenue
I’ve focused on issues of comprehensive, practical service to patients because that is my primary motivation for offering products through my practice. That said, there are, of course, opportunities for revenue through retail in or in conjunction with your practice. (See “How to expand your services,” above.) That revenue can offset other cost pressures or contribute to overall profitability. Or, you could decide to provide products at cost as a service. Either way, you need to be thorough in investigating the financial implications and overhead requirements.
In addition to locating and testing products, there will be time invested in setting up accounts, managing cash flow and inventory and conducting the transactions. You may find, as I have, that depending on scale and resources available, it’s most effective for a practice to work with a distribution or retail partner.
How to expand your services
There are any number of ways to incorporate products into a practice, which makes a comprehensive guide to getting started difficult. These actions will help you start the process, though, and avoid some missteps along the way.
- Verify that policies are friendly. Check to be sure that what you’re planning will comply with the policies that govern your practice. My practice is part of a nonprofit hospital network, and it was important to be upfront and assure appropriate disclosures.
- Determine the range of products that it would be helpful to offer. The community and resources where you practice, as well as the focus of your practice, can provide direction on what variety of products you offer. I live in a small Midwestern city without a lot of options, so a full spectrum is important to my patients. If other sources were readily available, I might offer fewer types of products.
- Assure office staff capacity. While you’re deciding how ambitious to be, think through who in your office will take on what roles. Who will research products? How much inventory will you maintain? Who will restock the inventory? You can structure your plans appropriately. An online store, where your patients or staff use a Web site to purchase products that are shipped directly to patients, requires the least effort. At the other end of the spectrum is a collection of products in-office, ready for patients to purchase and take home.
- Set your criteria for products. There are many, many products available; they are not all created equal. For vibrators, for example, I look for safe materials and quality of design, such as “no pinch” points and ease of cleaning. Beyond that, I know my patients need a stronger motor for sensation and are flummoxed by complex controls.
- Research products that meet your criteria. At this point, resources diverge depending on your intent. A Web site like MiddlesexMD.com curates products across categories and manufacturers for you, with a special focus on sexual health. Other options include retailers like Amazon.com, goodvibes.com, or evesgarden.com.
- Contact distributors or manufacturers. Every company will offer different pricing, discounts, minimum order levels, and delivery. You’ll need to match the capabilities offered with the intent and capacity you’ve outlined. For practices who don’t have those resources, we at MiddlesexMD provide an affiliate program.
- Train your staff on both products and process. Because my staff has conversations with patients, I want to be sure that they’re all comfortable talking about and answering questions about products I may recommend. And, of course, they need to know how to charge for products, who to contact with questions, and how to reorder.
For me, selling products makes sense
I practiced medicine for years before bringing products into my office. My relationships with patients were well-established. But I’ve seen repeatedly and first-hand that women are more likely to follow through when I can show them what lubricants feel like or how a vibrator functions. I’m not sure I would still have an electric toothbrush if my dentist didn’t offer them for sale.
When my patients can walk out with products they’re ready to use—rather than with one more research project for their to-do lists—well, I think that’s useful and convenient. My patients, especially those who’ve revived their sexuality when they’d nearly given up, tell me it’s an invaluable part of my practice.
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