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Virtua sells health products to patients on new Web site
By: Eileen Stilwell - Courier-Post
July 18th, 2009 - Tom Tracy's title is director of retail, but you won't find him at a mall or strip shopping center.
Instead, Tracy is ever bolting among four hospitals in the Virtua Health System inspecting the gift shops and lining up more ways for the hospital to sell products to consumers.
The latest is an online shop -- something like QVC for the sick and health-conscious -- where patients can browse on their TV monitors while lying in a hospital bed or access later at home when they are in the market for what Tracy likes to call "health convenience items."
Four months ago Virtua launched a virtual store that sells products such as specialty bandages and braces, exercise balls, compression stockings, incontinence pads, cervical pillows, organic cosmetics, even John Deere bikes and wagons for kids. The children's line is a definite detour, but fair game in a setting where patients have a lot of time on their hands.
It also foreshadows Virtua's plan for the new hospital slated to open in Voorhees in 2011 that will include a shopping emporium. Space is allocated for a traditional gift shop with candy, flowers, cards and balloons, a wellness shop that includes many items now sold exclusively online, and a "mom and baby shop". By the end of this year, Virtua will open its first actual wellness shop at Virtua's new health and wellness center in Washington Township.
Tracy's retail staff of 12 is likely to expand as Virtua evaluates its success, he said.
"Our goal is generating a profit then turning it back into the hospital. At the same time we want to create convenience for customers and expand our relationship with them," said Tracy.
The Lourdes Health System, which includes hospitals in Camden and Willingboro, launched nearly an identical site earlier this month. Both systems are using Pacquin Healthcare to manage their Web site, handle sales and distribute the products.
Based in Celebration, Fla., Pacquin's mission to to increase revenue opportunities for hospitals, according to its Web site.
Expect to see a lot more shopping while healing in the future, according to the New Jersey Hospital Association.
"It's an effort to expand their services beyond the hospital's four walls to emphasize wellness and health maintenance," said Kerry McKean Kelly, association spokeswoman.
So far, everything is cash or credit. Hospitals are not dealing in durable products, such as wheelchairs, commodes and at-home hospital beds that are covered by third-party insurance, including Medicaid and Medicare.
Seth Auerbach, owner of Komfort & Kare, a medical equipment supply company in Haddon Township, said he is relieved by that.
"I wish I had the dollars and marketing capabilities of these big hospitals. The only way I can compete is by offering durable, reimbursable products and a face-to-face experience with our experienced staff," said Auerbach.
"I'm sure they will do very well given the synergies that exist between hospitals and their patients."
Reach Eileen Stilwell at (856) 486-2464 or estilwell@courierpostonline.com
About Paquin Healthcare
Paquin Healthcare, the nation’s leading specialist in healthcare-based retail, is an alliance of industry leading experts and resources created to assist hospitals in the identification and implementation of healthcare retail and online commerce strategies. The company’s core mission is to increase revenue opportunities and minimize risks for healthcare organizations. As Medicare reimbursement rates continue to be pressured downward and expenses rise, new sources for non-reimbursed revenues are becoming essential to the financial viability of hospitals.
More details at : http://www.paquinhealthcare.com
Back to Press Releases >>
July 18th, 2009 - Tom Tracy's title is director of retail, but you won't find him at a mall or strip shopping center.
Instead, Tracy is ever bolting among four hospitals in the Virtua Health System inspecting the gift shops and lining up more ways for the hospital to sell products to consumers.
The latest is an online shop -- something like QVC for the sick and health-conscious -- where patients can browse on their TV monitors while lying in a hospital bed or access later at home when they are in the market for what Tracy likes to call "health convenience items."
Four months ago Virtua launched a virtual store that sells products such as specialty bandages and braces, exercise balls, compression stockings, incontinence pads, cervical pillows, organic cosmetics, even John Deere bikes and wagons for kids. The children's line is a definite detour, but fair game in a setting where patients have a lot of time on their hands.
It also foreshadows Virtua's plan for the new hospital slated to open in Voorhees in 2011 that will include a shopping emporium. Space is allocated for a traditional gift shop with candy, flowers, cards and balloons, a wellness shop that includes many items now sold exclusively online, and a "mom and baby shop". By the end of this year, Virtua will open its first actual wellness shop at Virtua's new health and wellness center in Washington Township.
Tracy's retail staff of 12 is likely to expand as Virtua evaluates its success, he said.
"Our goal is generating a profit then turning it back into the hospital. At the same time we want to create convenience for customers and expand our relationship with them," said Tracy.
The Lourdes Health System, which includes hospitals in Camden and Willingboro, launched nearly an identical site earlier this month. Both systems are using Pacquin Healthcare to manage their Web site, handle sales and distribute the products.
Based in Celebration, Fla., Pacquin's mission to to increase revenue opportunities for hospitals, according to its Web site.
Expect to see a lot more shopping while healing in the future, according to the New Jersey Hospital Association.
"It's an effort to expand their services beyond the hospital's four walls to emphasize wellness and health maintenance," said Kerry McKean Kelly, association spokeswoman.
So far, everything is cash or credit. Hospitals are not dealing in durable products, such as wheelchairs, commodes and at-home hospital beds that are covered by third-party insurance, including Medicaid and Medicare.
Seth Auerbach, owner of Komfort & Kare, a medical equipment supply company in Haddon Township, said he is relieved by that.
"I wish I had the dollars and marketing capabilities of these big hospitals. The only way I can compete is by offering durable, reimbursable products and a face-to-face experience with our experienced staff," said Auerbach.
"I'm sure they will do very well given the synergies that exist between hospitals and their patients."
Reach Eileen Stilwell at (856) 486-2464 or estilwell@courierpostonline.com
About Paquin Healthcare
Paquin Healthcare, the nation’s leading specialist in healthcare-based retail, is an alliance of industry leading experts and resources created to assist hospitals in the identification and implementation of healthcare retail and online commerce strategies. The company’s core mission is to increase revenue opportunities and minimize risks for healthcare organizations. As Medicare reimbursement rates continue to be pressured downward and expenses rise, new sources for non-reimbursed revenues are becoming essential to the financial viability of hospitals.
More details at : http://www.paquinhealthcare.com
Back to Press Releases >>
ARCHIVES
The Retail Healthcare Revolution
The Definitive Book on Consumer Issues in Healthcare by Tony Paquin.
Now available on Amazon.com
The Definitive Book on Consumer Issues in Healthcare by Tony Paquin.
Now available on Amazon.com
Ranked #291
Paquin Healthcare Companies earned the position of #291 on the 2009 Inc. 500, the
fastest-growing private Companies in America.
Paquin Healthcare Companies earned the position of #291 on the 2009 Inc. 500, the
fastest-growing private Companies in America.
2009 Winner
Paquin Healthcare
was named winner of the 2009 eHealthcare Leadership Awards.
Paquin Healthcare
was named winner of the 2009 eHealthcare Leadership Awards.