December 2005

Inside Track

Bob Von Kaenel

Sunrise Medical, Carlsbad, Calif, is a manufacturer of home care and extended care products. Founded in 1983, the company now has manufacturing facilities in the United States, Mexico, the United Kingdom, Germany, and Spain. Its products are distributed to suppliers through dedicated sales organizations and distributors in more than 90 countries worldwide. Rehab Management asked Sunrise Medical's vice president of marketing for North America, Bob Von Kaenel, Jr, to talk about the company's products, including its new rehab power wheelchair platform.

Q: How has the rehabilitation market evolved over the years?

A: The rehabilitation market has dramatically evolved over the years based on the development of new materials and new technologies as well as ongoing changes in funding and reimbursement. From a manual chair perspective, new materials have allowed chair design to become lighter with increased strength and rigidity. It has allowed us to create new chairs that are sleek in design and shift visual focus from the chair itself to the consumer. From a power chair perspective, we have seen a huge increase in technology in the area of electronics, drive wheel, and drive input options. All technological advancements have ultimately improved the chairs' reliability and usability.

Q: How does Sunrise Medical identify the needs of its customers in the rehabilitation market, and set itself apart from the competition?

A: When we set out to design and develop any new product, the first thing we do is sit down and listen—to consumers and clinicians, as well as to the sales and service professionals who serve them. Our goal is to find out what people liked about their current products, and what they don't. By closely examining the way people use their chairs in everyday life, we are able to determine what improvements are needed. From that point forward, we accept no compromises from a design, quality, and functionality perspective.

Q: Tell us about your new power wheelchair.

A: The new platform consists of two mobility bases offering three drive solutions, best-in-class electronics featuring the technology leadership of Delphi and rehab experience of Quickie®, as well as an innovative, new modular seating system with powered options. The Quickie Rhythm™ and Groove™ represent the next generation of power chairs featuring design and technology enhancements that clinicians, rehab providers, and consumers want most. These "do more" power chairs have been designed to provide an unmatched combination of comfort, stability, control, and independence.

Q: What are the company's goals for the near future?

A: Our goal has been, and continues to be, to improve people's lives through high-quality, innovative technology and services. We have taken this mission very seriously for almost 25 years as represented by all our Global Brands—Quickie, Sopur, DeVilbiss, Jay, Joerns, Guardian, Coopers, Hoyer, Oxford, and our recent acquisitions of AES, Whitmyer, and RehabiliTech. But there is still more we can do. We can get even better at incorporating consumer and clinical needs into our offerings and into the funding landscape. We strongly believe that having a focused effort, and really partnering with providers, physicians, clinicians, and the associations, will positively influence what we are doing at Sunrise and ultimately advance our knowledge and our ability to better service our customers.

— Danielle Cohen

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