2021 HME Business Handbook: Respiratory
Leveraging Infection Control in a Postpandemic World
You are already taking the necessary steps to create a safe environment for your customers — marketing the steps you have taken will allow you to stand out from your competitors.
- By Laura Frederick
- Jun 01, 2021
The COVID-19 pandemic
of 2020 has affected
almost all aspects of our lives.
We’ve added new wardrobe pieces
(masks), adopted new ways
to do our jobs (at a distance,
telehealth), and changed how
we clean and sanitize (infection
control, wipes). Although some of
the things we’ve changed will go
back to normal, others will need
to remain, i.e., infection control
and remote patient setup. So why
are infection control and the steps
you took to make your business
safe during the COVID-19
pandemic still so important
— how can you leverage
this in today’s ever-changing
Infection control has always
played an important role for
HME’s and DME providers, but
it became overwhelmingly necessary
during the pandemic. What
steps did you take to make your
business and customers safer?
No-touch door openers, frequent
sanitization, use of gloves, face
coverings, face shields, hand
washing, curbside pickups,
remote patient setups and more.
All of these things were key to
keeping doors open and infection
down. So, what now?
You are already taking the
necessary steps to create a safe
environment for your customers
— marketing the steps you have
taken will allow you to stand out
from your competitors.
Vaccines are being administered,
and mask mandates are being lifted,
but there is still an increased level of
urgency to maintain stricter infection
control standards and to offer things
like remote setups for patients. Showing your customers that you’ve
taken extra steps for their safety could
set you apart from your competition.
Traditional marketing like print, direct
mail, or outside advertising are great
ways to get the word out about your
business. Adding design elements to
your traditional marketing that show that
you are a COVID-conscious business
will help set your customers at ease and
make them feel more comfortable doing
business with you as opposed to with
your competition not offering these same
In the past, traditional promotions
alone would have been enough, but
in today’s digital age, traditional
promotions should be complemented
by online strategies. A strong digital
outreach will help support any traditional
marketing. Digital gives the ability to
reach not just current customers but
potential customers as well. Having
strong digital marketing will not just
fulfill current needs but can also create
Content creation is an effective tool
that you can take advantage of to market
and promote services. A simple blog
telling patients of different infection
control tips they can use in their daily
life is a great way to use content to
educate and inform your audience.
A video showing the advantages
and disadvantages of quaternary
cleaners could set you apart from other
companies. Other forms could include
webinars, eBooks, whitepapers, and
social media to use content to both
educate and inform your target audience.
When a person or company follows you
on social media, they are communicating
that they want to engage, read, see and
hear about what your business is doing.
While they are choosing to engage, not
all social media platforms are equal, and
content should vary depending on which
platform you are using.
Facebook is one of the largest social
platforms and the world’s third-most
visited website. Instagram and Facebook
are both places where your business’s
personality can come through the most.
Both are great for sharing photos of the
infection control methods you and your
team are taking. A quick video showing
you properly disinfecting cylinders or
concentrators would do well on these
While Social Media Marketing is
a powerful tool, it should be used in
combination with email marketing. Email
marketing allows you to reach your
audience directly via their inbox. Sending
content such as a blog on if they are
using the right disinfectant and showing
comparisons of different products is well
received. Having a direct line to their
inbox makes it easy to navigate back to
your site and products.
While the pandemic has changed things,
it has shown us how important infection
control techniques are. Being able to
quickly adapt your business and marketing
strategy will give you an upper hand. What
the future holds is uncertain; however,
applying these tips can help ensure
success in a post-pandemic world.
POINTS TO REMEMBER
- COVID-19 has led to lifelong
changes in infection control, how
we use telehealth and how we reach
- Social media platforms are often
free, easy ways to share content
about your company and connect
with your customers and other likeminded
- Traditional promotions should be
complemented by online strategies.
Read more about oxygen and respiratory
topics at hme-business.com/oxygen. To learn more about adapting
and promoting your business in today’s
fast-changing environment, visit
This article originally appeared in the May/June 2021 issue of HME Business.
Laura Frederick is the Marketing Coordinator for OxyGo and Applied Home Healthcare Equipment. Frederick has a Bachelor of Science in Merchandising and Product Development from Bowling Green State University and is a certified digital marketing professional. She can be contacted via email at firstname.lastname@example.org.