November 2002

The Inside Track

Otto Bock Health Care, Minneapolis, manufactures seating and positioning products for the rehabilitation market, as well as bath safety and pediatric mobility products. Sara Oxton, the company’s market manager of rehabilitation, recently spoke to Rehab Management about industry trends and some of the company’s new products.

Q: Could you tell us about some of the new products you are working on?

A: The main product we are really excited about is our new wheelchair seating cushion that we will soon be introducing. The big thing about it is the technology. The cushion has a built-in temperature management device, which can actually help reduce the user’s body heat by degrees. The cushion also has additional stability. Both of these factors are important because when someone sits all day, it can cause tissue damage and possibly pressure sores. We didn’t see any products out there that were preventing those problems, which is why we wanted to develop this cushion. The temperature control element, incidentally, is taken from our other products, and it has worked successfully.

Q: What are the biggest industry trends that you are noticing, and how are they changing the way you do business?

A: As a marketer, I am always keeping an eye on trends. I am noticing more and more an increased focus on the aging population, and how the rehabilitation industry can capitalize on that trend. This affects us specifically in terms of home modification, which will continue to grow in popularity with the aging population. So we will likely highlight our bath safety line even more than we have. Products like grab rails will be more important than ever for this population.

Q: How important is your customer base in dictating the types of products you make?

A: Very important. Especially now, with the increasing emphasis on the Internet, for example. People are becoming much more educated and selective about the products they choose to buy. In general, the users are taking a more active role in seeking things out than in the past. So, more than ever, we are listening to their feedback and doing our best to design the products they are asking for.

Q: Are there any technological advances that you are excited about?

A: The one technological aspect that we are definitely keeping on top of is materials. There have been so many advances in recent years, it’s almost hard to keep up with them all. But definitely things like lightweight carbon composites, as product materials, we are increasingly using those. Also, in the area of mobility in general, you will be seeing some amazing things with wheelchairs. We are already seeing “intelligent” wheelchairs being tested, including those that can actually climb stairs. There is just a phenomenal amount of technology coming our way, which will surely be a part of our company.

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