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Business Info

What does your company do?

We are a new manufacturer of Durable Medical Equipment (also known as Home Medical Equipment) this is medical equipment that you use in your home. The category includes respiratory products (oxygen concentrators, nebulizers, regulators, etc.) as well as mobility (wheelchairs, walkers, rollators), power mobility (power wheelchairs, power scooters), and general DME (bath safety products, lifts, et.al.). Check out http://en.wikipedia.org/wiki/Home_medica... for an overview.

The most common distribution channel for durable medical equipment has traditionally been through local dealers. The most common payment method for durable medical equipment has been through Medicare or insurance. Our company is focused on operating outside these traditional channels. We intend to provide reliable medical equipment directly to the end-consumer, without the need for a middle man to drive up prices.

We are committed to delivering a functional low-priced and quality product to the end-consumer. Our products may lack some frills, but they will work and they will be inexpensive. Moreover, our products will be packaged for the end-user. No more multi-packs that no one person could ever use - we will package all of our products with an individual end-user in mind. This means smaller boxes, better packaging and, when available, easy-to-understand instructions. At times, to help keep prices as low as possible, some assembly may be required, but we will provide user manuals to ease such assembly.

We want our products to be accessible to all users of durable medical equipment without having to worry about whether its covered by insurance or how long reimbursement may take. We're sure our products will get the job done and will do so at the lowest possible prices.

Do you require that a .COM or other URL be available for the new name?

We need to have a .COM URL only.

Target Audience

What is your industry?

Healthcare Durable Medical Equipment

Describe your customers

We're focused on the end-users of our equipment. Our products will be designed with them in mind - affordable and easy to use, open, and receive in the mail.

The users of our products are 50+ and often have some illness which requires them to be using one of our products. Many have been using medical equipment for several years. Some are completely homebound but many are active, mobile seniors. Given the importance of the products, they want ones that they can trust will work. Further, most users view the product as a necessity and are most focused on basic functionality. Many users are on a fixed income, so affordability is a key concern.

Our customers are those that will say: "Give me something that works, now and for a long time. And don't charge me an arm and a leg."

The fastest growing group in this segment is the baby boomers (in their 50s and 60's).

The users of these products are from all socioeconomic backgrounds.

The relatives and caregivers of users are also a consumer of ours. We want the children of those needing this equipment to say: "Its nice to have an affordable alternative. I want to buy Mom/Dad something that works, but I'm tired of dealing with all the paperwork. I just want to pay a fair price for the product and be done with it."

What 3 things do you want your company name to communicate to your customers?

1) Affordability we know that spending on medical equipment is not at the top of most consumers' lists. We provide an affordable alternative that can be relied upon, but does not break the bank.
2) Reliability we are a company that can be relied on. Our users know we will support our products and only bring solid products to market.
3) Accessibility this brand is not meant to be a niche brand, it is meant to appeal to people all over the country and the world. It is meant to be universally accessible.

List the names of your top three competitors

Invacare - The current high-quality, mass market brand
Drive Medical - The current value brand
Medline - they are the Drugstore / Walmart brand
Pride Mobility Only do mobility products

Style and Concept

What character, tenor, or spirit do you wish to convey?

Affordable
Friendly
Reliable
Simple
Down-to-earth
Genuine
Honest

Are there any words or phrases you especially like or hate?

We think the usage of care is almost entirely owned by Invacare.

Do you have other info you want to share?

We think good examples of names that achieve a similar goal are: Southwest, Ikea, Gap (The Gap of today).

What we feel is common in these brands is that they are genuine and value-driven. They are upfront and transparent about what they sell; they will make the customer experience better where they can, but not if the expense is high.

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