THIIS November 2019 by THIIS

THIIS Trade Magazine • Issue 254 • November 2019

THIIS Issue 254 November 2019

TRADE MAGAZINE

Beside the seaside

Providing news and views in the trade since 1999

Opening the doors to its new Eastbourne showroom, Clearwell Mobility discusses the decision to relocate TGA TRADE OPEN DAY

BLACK FRIDAY: Good or bad?

also inside...

A REVIEW OF REVIEWS

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welcome

…from the editor

Don’t be shy, why not get in touch...

Holidays are coming…

s we enter November, the looming holidays will be on many retailers’ minds, however, we are not talking about reindeers, trees and mince pies. Before the man sporting a big white beard and red suit enters the frame, retailers across the UK are gearing up for a different kind of holiday and one that is completely rooted in generating sales. Love it or loathe it, Black Friday and Cyber Monday are becoming increasingly popular in the UK, as retailers dealing largely in clothes, cosmetics and household appliances slash prices in a bid to shift stock and boost sales ahead of Christmas. Originating in the US, where it has been a tradition decades, the commercial holiday is a relatively new import to the UK – due in part to Amazon’s growing prevalence in the UK since 2010 - and has become one of the most significant days for retailers in the calendar. Interestingly, over recent years, mobility retailers have also begun to embrace Black Friday and Cyber Monday, offering discounts to customers and taking advantage of the retail hype. In one of our most provocative ‘Trade Topics’ yet, five mobility retail leaders share their thoughts on whether Black Friday and Cyber Monday have a place in the mobility sector. Also in our November issue, a reoccurring theme throughout is new bricks and mortar store opening across the country. It is a promising sign for an industry that is flourishing, with new products, more players and more investment – both public and private – constantly flowing in. A flourishing industry also means more competition for businesses, increasing the need for both mobility retailers and suppliers to ensure their marketing is helping distinguish their company from others. Aiming to help businesses set themselves apart on the all-important platform that is Google, this issue features some highly useful and effective tips from SEO guru Marc Swann that retailers can use to help build their ranking on search engines. With more customers and more online exposure companies also comes more opportunity for negative reviews. Potentially highly damaging, a number of players in the market give their advice of how to turn online frowns upside down, suggesting the best way to handle negative online reviews. Sticking with the idea of reviews, in the coming weeks THIIS will be asking readers for their thoughts and feedback regarding the title. A quick and painless online questionnaire is going to be sent out to subscribers of our e-newsletter list to get their opinions so we can continue to provide the most relevant news, views, products and jobs to the industry. Be sure to go to www.thiis.co.uk and subscribe to our e-newsletter to take part in the questionnaire.

Calvin Barnett Editor

Editor

Calvin Barnett 01933 278086 newsroom@thiis.co.uk

Advertising

Joe Fahy 07384 258 372 joe.fahy@bhtaengage.com

Sub-editor

Sarah Sarsby sarah@thiis.co.uk

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TRADE MAGAZINE

THIIS is produced by BHTA Engage, 2-4 Meadow Close, Ise Valley Industrial Estate, Wellingborough, NN8 4BH • 01933 278 086 • newsroom@thiis.co.uk BHTA Engage Ltd. All rights reserved. No part of this publication may be reproduced or used in any way without the written permission of the publisher. The views expressed in this publication are not necessarily those of the publisher and although every effort has been made to ensure that the information is accurate, the publishers take no responsibility for errors or omissions.

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contents

36 Opening up to the trade

Features 10 Getting smart to SEO 24 Bogus batteries? 42 A trip down memory lane

Regulars 30 Retailers’ Product of

52 What to do with negative reviews

the Month 36 More about… 50 Trade thoughts…

30 Retailers’ picks

58 Trade talk… 60 Let’s get it clear 64 Recruitment 66 Training Diary 4 | www.thiis.co.uk

6 Seaside trip

58 Trade talk

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Clearwell Mobility enters the busy Eastbourne mobility scene

CLEARWELL MOBILITY – A TRIP TO THE SEASIDE Clearwell Mobility, the South East’s largest Motability-accredited mobility dealer, has decided to move closer towards the southeast coast after relocating its Polegate showroom to a new space in the ultra-competitive mobility arena of Eastbourne.

ituated five miles away from its former Polegate branch, the relocation was prompted when a large retail space which previously housed one of the Bathstore’s stores became available in the seaside town. The closure of the Bathstore branch follows the purchase of the bathroom retailer in July this year by Homebase. Rescuing the Bathstore after entering administration, Homebase confirmed it was only taking on 44 Bathstore locations, leading to the closure of 90 branches across the UK, including in Eastbourne. Keen to take on the new premises, Andrew Finch, Marketing Manager for Clearwell Mobility, explained why the company decided to go through the hassle and expense of moving such a short distance away.

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“The move to Eastbourne has been one which we have spoken about for quite a while and it has been a case of waiting for the right property to become available,” he explained. “While we all love Polegate, the size of the showroom there was just not big enough to display our entire range; we were very restricted. We felt that the move needed to happen to offer our customers the best possible

experience when shopping with us.” Describing its new store as bigger and brighter, the retailer says the new branch will enable customers to enjoy the full Clearwell experience. “The new showroom is over four times the size of our Polegate store and so the range on display is much greater. We now have the space for four demonstration beds, over 12 riser recliners, 15 scooters and a relaxed

“While we all love Polegate, the size of the showroom there was just not big enough to display our entire range; we were very restricted.” ANDREW FINCH

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With its old Polegate store being less than 1000 sq. ft, the new store is four times its size

area for customers to chat about their requirements with staff over a cup of tea or coffee,” continued Andrew. “The showroom is bright, open plan and very inviting and a lot of time has been spent designing the layout and setup of the showroom to maximise the space. “We have increased storage space which allows us to keep much more in stock and we have a large, dedicated Cosyfeet area right at the front of the showroom offering the widest, instore range in the South East.” Additionally, the South East dealer confirmed that its entire Polegate team has also moved to its new branch, bringing across the customer service and mobility expertise it had acquired in its previous premises. “The move to a much larger showroom gives our existing customers in the Eastbourne area a much wider range to view in store and try before they buy,” added Andrew. “The entire team from Polegate have moved with the showroom and

so our customers will still receive the same excellent service from familiar faces.” Holding its grand opening on the 22nd October 2019, the event saw Eastbourne’s Deputy Mayor Councillor Sammy Choudhury cut the ribbon, alongside competitions, goodie bags, free scooter checks and a noteworthy

Eastbourne’s Deputy Mayor Councillor Sammy Choudhury cut the ribbon in October

relocation will put it in direct competition to Weald Mobility Care Centre and Hire, situated on the same street with only a couple of doors separating the two companies. “We are all very excited to serve our existing and new customers in our new Eastbourne showroom,” finished Andrew.

“The showroom is bright, open plan and very inviting and a lot of time has been spent designing the layout and setup” ANDREW FINCH

performance from Broadway swing singer Tom Fitzpatrick. A popular coastal town, the hypercompetitive Eastbourne market already has a number of existing, established mobility retailers including Southern Mobility Centres, Martlet Mobility Services and CareCo. In particular, Clearwell Mobility’s

“We are always trying to improve the instore experience for our customers and hope that they enjoy their visit to the new showroom as much as we do serving them.” Established 15 years ago by husband and wife team Duncan and Natasha Gillett, Clearwell Mobility has grown from a single shop in Brighton to one of the UK’s leading mobility retailers with a network of 12 stores, employing 80 people and with an annual turnover of £5.3million. www.clearwellmobility.co.uk

Clearwell Mobility’s new store: 336-338 Seaside, Eastbourne, BN22 7RJ

8 | www.thiis.co.uk

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GETTING SMART TO SEO S. E. O. Three little letters that can have an extremely big impact on a business operating in the competitive mobility market. Increasingly, it is the children of end-users searching for mobility solutions for their parents and the internet is fast becoming the first port-of-call for this demographic. For modern mobility companies, this means search engine optimisation (SEO) is one of the most important elements on any retailer’s marketing mix. Trying to understand and improve a website’s SEO however can feel like a bewildering quagmire. Aiming to provide valuable, easy-to-implement tips to help mobility companies get discovered on Google, Marc Swan, Search Director at Glass Digital, shares his top five SEO tips.

he UK saw 2,868 high street stores close in the first half of 2019, which is the highest number in five years, and a 6.5 percent increase on last year's figures, according to PWC. One of the main reasons for this is that a lot of retailers are taking more of their work online, and with good reason – the overheads of running an ecommerce business tend to be smaller, and more and more consumers are being drawn to the convenience of online shopping. In a lot of ways, this is great news for businesses that are already selling online, but it also means the space is becoming increasingly competitive. So, it will take more time and effort to drive organic traffic to your site. To help you with this, I'm going to share my five top tips that will help to increase the amount of traffic you receive from search engines.

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MAKE SURE YOUR WEBSITE OFFERS A POSITIVE USER EXPERIENCE Google's philosophy stresses that you should "focus on the user and all else will follow.” In other words, if you want to rank well on its search engine results pages (SERPs), you need to make sure that your site is easy to use. And, when you consider the fact that around half of all global website traffic comes from mobile phones, according to research by Statista, you need to ensure this is going to translate to every type of device. There are some steps you'll need to take to ensure your website offers a good experience for users. For example, you should make sure that the design makes it easy for people to find whatever information they're looking for. As a result, you'll want everything to be formatted simply,

and your site's navigation needs to be easy to use. Your site's page speed is incredibly important, too. People browsing the internet expect to get instant results — especially if they're surfing the web on their mobile phones. So, having a slow website will drastically reduce the chance of someone sticking around to look at and buy your products. This is something you should look to improve if it's a problem you're dealing with. PRODUCE VALUABLE, INFORMATIVE, AND RELEVANT CONTENT If you've read anything about SEO, you'll have probably spotted the phrase "content is king", and that's because it's true. Your Google rankings will be given a huge boost if you start to publish high-quality and relevant articles or resources on your website.

Producing content marketing gives you the perfect opportunity to show potential customers that you know exactly what you're talking about when it comes to the mobility sector, the products you sell, and the problems you're trying to solve for your customers. This will help to build a positive reputation for your business and should give the impression that your site is trustworthy — this is something that's very important to Google. In the healthcare sector, this is extremely important as those searching for products will want and need to be able to trust the expertise and advice of your company. Depending on the products or services you offer, it's also possible that potential customers will use

To set this up, simply visit the Google My Business page and click "Manage now", which you'll find in the top right hand corner of the page. You'll then need to sign into your existing Google account. Fill in all of your details and follow Google's instructions to verify your business. Once this has all been done, you can start using your listing to promote your business. At Glass Digital, we have a guide to getting the most out of your Google My Business listing, which is well worth reading for more information on this. BUILD LINKS (BUT DO IT IN THE RIGHT WAY) Google will consider a wide range of factors when deciding how your website should be ranked for a

“As many mobility retailers have physical stores, as well as an ecommerce site, you’ll qualify for a Google My Business listing. It is well worth setting this up” MARC SWAN

Google to ask pre-purchase questions. This means, by creating content that answers these, you'll grab consumers' attention at an earlier stage of the buying cycle. Then, when they're ready to buy, they'll be far more likely to come to you. KEEP YOUR GOOGLE MY BUSINESS LISTING UP TO DATE As many mobility retailers have physical stores, as well as an ecommerce site, you'll qualify for a Google My Business listing. It is well worth setting this up, as it'll make it much easier for you to manage your presence across Google's platforms, including Maps and Search. These listings also have the likes of review and Q&A features, which allow you to directly interact with people who are interested in your business. Taking advantage of this is likely to drive more people to your website and earn you more sales.

particular query, but external links are still believed to be one of the most powerful signals. These are essentially seen as votes of confidence — after all, why would another site link to your site if it didn't offer value? Unfortunately, in the past, some SEOs have used black-hat link building strategies that aren't the most ethical, which means the subject has become somewhat divisive in recent years. And, Google has discounted many of the more traditional techniques that were used. This means submitting your site to directories or swapping links with other sites is unlikely to have much of a positive effect on your rankings. But, if you put plenty of thought into building links and follow Google's guidelines, you could boost your rankings massively. USE YOUR TITLE TAGS AND META DESCRIPTIONS WISELY If someone comes across your

website on Google's SERPs, they'll typically be presented with your page's title tag and meta description. So, you need to ensure you're making the most of these. We would always recommend promoting your USPs in both your title tag and meta description — for example, do you offer free delivery or a particularly generous returns policy? Calls to action are incredibly important too. Whether you want customers to buy your products, click through to read a blog post, or subscribe for a free trial, tell them! You would be surprised how much of an effect this can have. People are indecisive and, by giving them a solid reason to visit your site, you'll increase your organic traffic and should also boost your sales. The ecommerce space is becoming increasingly competitive, and this trend is only set to continue. So, you need to be taking conscious steps to drive more organic traffic to your site. Take these tips on board, and it should result in an increase of website visitors and sales. With over 48 combined years of experience working on over 250 campaigns, Glass Digital is a transparent digital marketing who work as an extension of a company’s team, implementing bespoke strategies shaped by data analysis, expert knowledge and an understanding of your business needs. https://glass.digital

Marc Swann is Search Director at the SEO and digital marketing agency Glass Digital. He’s worked in the digital marketing space for 12 years, and now oversees clients’ organic search campaigns to ensure that the most effective techniques and tactics are always being used.

www.thiis.co.uk | 11

MERGERS, ACQUISITIONS AND INVESTMENTS LONDON PRIVATE EQUITY FIRM INVESTS IN AMERICAN RETAILER London-based private equity firm Cinven has purchased National Seating and Mobility (NSM), a major North American retailer of bespoke seating, mobility and positioning systems operating 149 branches and employing more than 1,850 people. Tennessee-based NSM has been rapidly expanding in North America through an acquisition strategy which has seen it purchase 10 companies in the past 12 months, including entering the Canadian market in January 2019 after buying SelfCare Home Health Products. Alex Leslie, Partner at Cinven, commented: “This is an attractive opportunity for Cinven to invest in NSM, a leading player in the Complex Rehab Technology market in North America. NSM operates in an industry we have been evaluating deeply for several years through our work in the Healthcare sector team in both Europe and the US.” The purchase of NSM reflects investors’ growing interest into the mobility market globally, bolstered by a rapidly increasing ageing global population.

EIGHT BECOME ONE NHS England and NHS Improvement have given conditional approval to allow the eight clinical commissioning groups (CCGs) in Kent and Medway to merge and form one, single CCG. Highlighting that a merged Kent and Medway CCG will result in less fragmentation and duplication to reduce costs, the CCGs also suggest the merger will increase the ability of Kent and Medway to submit strong bids for national funding. In particular, the CCGs emphasise that a combined CCG will be able to “use its substantial buying power to increase value for money for the taxpayer.” The creation of the one CCG is planned for the 1st April 2020, however, will be subject to numerous conditions being met, such as the delivery of the financial recovery plan this year and clear plans for how the financial position of Kent and Medway will continue to improve. The eight CCGs say they are confident all conditions will be met.

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BRINGING A “SPECIALIST TOUCH” TO BANBURY

Curtin lifts on Opera Alpine HC, a provider of a range of mobility and healthcare equipment, has changed its name to Opera Care in order to capitalise on the bed and mattress brand name’s popularity and recognition in the long-term care sector. According to the company, its Opera brand of care beds and pressure care mattresses has evolved over the last three years to become an established core range in the organisation’s two key markets – cares homes and care at home. Alpine HC has now rebranded to Opera Care, focusing primarily on supplying its core Opera care beds and mattresses products to care homes, hospices, as well as private individuals and their families. The company will still offer a range of moving and handling, mobility, toileting equipment and more as well. Coinciding with the name change, the company has also launched a new website. www.opera-care.co.uk

CHANGING PLACES FUNDING RE-OPENS 22 motorway service stations across England have been awarded Changing Places grants from a £2million funding pot. With £750,000 allocated to more than a third of England’s motorway service stations already, the Government has opened a second round of funding, extending eligibility to operators of service stations on A-roads. Operators of service stations on both A-roads and motorways are now invited to bid and submit their proposals, with successful applicants receiving 50 percent funding support for specific new Changing Places toilet installations which are expected to be ready by early 2020. To discover which motorway services were successful, visit www.thiis. co.uk and search “service station”

With branches already in Northampton and Bicester, Shire Mobility has increased its store portfolio to three after opening a new store in Banbury. Highlighting that the new store will see it develop in an area which it already has deep existing roots, Shire Mobility says it will bring its ‘specialist touch to an underserved population.” “This is a big step forward for Shire, and one we’re very pleased to be taking here in Banbury,” commented Philip Purdie, Manging Director of Shire Mobility. “We’ve found an excellent location, right underneath a multi-story carpark that has plenty of disabled spaces, and we’re all passionate about bringing our expertise to people on Castle Street and beyond.” Founded in 2001 by Philip, the retailer has established itself as an expert in the specialist-spectrum of the market, with a focus on assessment and aftersales care. www.shiremobility.co.uk

Shire Mobility’s new store: Castle Street, Castle Quays, Banbury, OX16 5NU

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Bringing all-terrain wheelchairs to South Wales

nowdrop Independent Living has agreed to become a distributor for Cheshire-based manufacturer The Mountain Trike Company’s range of all-terrain wheelchairs in South Wales. The Pembrokeshire-based mobility retailer offers an extensive range of mobility aids and boasts three showrooms in Haverfordwest, Swansea and Penarth. According to Snowdrop Independent Living’s Sarah Beauclerk, the retailer decided to take on Mountain Trike’s range following a successful trial period where it showcased a loaned model to people at a number of events. Involved in a number of sports events, Sarah says the Mountain Trike range is a good fit for the company as it works to build awareness of its brand through outdoor events and sponsorship opportunities. “We already have lots of demos lined up and events to attend,” she said. “The Mountain Trike is the perfect addition to have as part of our product offering and we’re delighted to be the distributor of these products in South Wales.” The retailer confirmed it has ordered the Mountain Trike Company’s new power-assist eTrike all-terrain wheelchair to demo to customers. Tim Morgan, the CEO of the Mountain Trike Company who grew up in Wales, commented: “We have been looking for a distributor in Wales for a number of years, so to have Snowdrop Independent Living as our South Wales distributor is great news and to finally see the MT flag flying in Wales!”

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THIIS IS YOUR CHANCE TO SHARE NEW PRODUCTS Do you have a new product that you want to tell the trade about? Simply send details over to Calvin Barnett at calvin@thiis.co.uk for a chance to have THIIS share your new product with the trade!

SAY IT WITH A STICKER

Next generation Boomerbeast launched

anadian mobility manufacturer Daymak has launched its next generation Boomerbeast 2 collection and says it is looking to establish exclusive retail partners globally. Available in three models - the Standard, Deluxe and Ultimate – and building upon the company’s previous collection, the new all-terrain range boasts lowered unit bases and reduced length for more stability, as well as increased range, starting from 50km for the lowest-spec model. The top-of-the-line Boomerbeast Ultimate model features a powerful 1200w motor and can be fully recharged in just 20minutes due to its 60v25ah lithiumtitanate battery. All models feature 10inch wide tyres to negotiate off-road conditions and come with a range of optional upgrades, including leather seating, a rear rack, different battery options, alarm system, digital speedometer and more. In addition, users can control the performance of the scooter using the company’s Daymak Drive app. To discuss distribution opportunities and for more information, contact Daymak President Aldo Baiocchi at aldob@daymak.com www.daymak.com

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Following the recent update of invisible disabilities to be covered under the Blue Badge scheme, Blue Badge Co’s new tongue-in-cheek sticker range could prove to be a hit with mobility dealers’ customers. The company has produced 14 light-hearted and irreverent designs aimed at tackling issues of confrontation faced by disabled people on roads and car parks. Giving disabled people a voice without having to say a word, the stickers are available in either square or rectangle form, allowing people to display the stickers in their vehicles to highlight to others that they or a passenger may have a disability. Messages range from funny, such as ‘I’m only in it for the parking’ and ‘My other ride is a wheelchair’ to more on the nose designs, including ‘Please leave room for my carriage!’ and ‘Don’t judge a disability by its visibility.’ The stickers may prove to be a popular impulse purchase that can complement retailers’ core product ranges, as well as offering something unique to customers. www.bluebadgecompany.co.uk

new to the market

Cosi in time for Christmas EYE-TRACKING SOFTWARE GIVES DISABLED PEOPLE A VOICE Tobii Dynavox has developed its next generation I-Series communication device, giving people with disabilities such as cerebral palsy and ALS an initiative and innovative system to communicate. Featuring Tobii’s latest IS5 eye-tracking sensor, the new I-Series claims to be the lightest, fastest and most durable eye-tracking communication device on the market. Users can control their device and type what they wish to say using their eyes, whilst the new sensor creates a more accurate eye gaze interaction, minimizing the amount of eye movements needed and reducing fatigue. In addition, the devices include the new ‘partner window’ - a second screen located on the back of the device which mirrors the phrases being typed, enabling face-to-face communication. The new I-Series also contains another exclusive innovation with its Wake-On-Gaze, enabling users to turn on their device just using their eyes without help of anyone else, enhancing both independence and battery life.

As the winter months set in and thoughts turn from the outdoors to the indoor, Electric Mobility has introduced two soft, stylish fabrics for its CosiChair range. Replacing the Sandbach Latte and Sandbach Natural fabrics which are no longer available to order, the company has introduced the Lille Cedar and Lille Charcoal fabrics for its Hamble single-motor and Heddon dual-motor riser recliners. Available for next day delivery, the new fabrics are designed to give the riser recliners a more contemporary look, with versatile neutral colours and muted fabric tones capable of complementing end-users’ existing furniture in a variety of domestic or contract settings. Showroom point-of-sale materials are now ready to help support retailers’ promotion and dealers and customers will continue to receive a one-year, no-quibble guarantee. To arrange for new specification sheets and fabric swatch rings, dealers should contact marketing@electricmobility. co.uk or call its customer service team on 01460 258100 to place an order www.electricmobility.co.uk

www.tobiidynavox.com

KEEPING COOL Using feedback from users, manufacturers and healthcare professionals, wheelAIR has revealed the next generation of its unique wheelchair cooling system. The wheelAir cooling cushion gently blows the air onto the users back, lowering the relative humidity to accelerate the sweating process and keep clothing dry, reducing back – and body – temperature. The new system promises a more significant impact against the issues of overheating and sweating, as well

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as offering integrations for powerchairs, custom moulded seating, rigid backs, and sling back wheelchairs. According to wheelAIR, V2 is about giving the user more choice with more fan speeds, choice of seating system, a new wireless remote, and 24-hour battery life. www.wheelair.co.uk

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HALF-PRICE INCLUSIVE WARRANTY FOR REPOSE DEALERS As the year draws to a close, so too does Repose Furniture’s retailer support programme for 2019. Aiming to finish the year strong, the manufacturer’s November promotion offers retailers a half-price, fiveyear, all-inclusive warranty on selected products (T&Cs apply). Described as one of the most comprehensive packages available on the market, the all-inclusive warranty covers retailers’ customers for up to five years for every aspect of the chair, including accidental damage to the fabric. Also, as part of the warranty, all chairs covered in a domestic fabric are treated with a specialist spray to add further protection against potential stains and also come with a complementary Repose cleaning kit. To qualify for this special offer, retailers just need to quote November2019 when placing an order between November 1st and 30th. www.reposefurniture.co.uk

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Motability Operations donates all £800m profits

otability Operations, the commercial organisation which operates the Motability Scheme on behalf of the Motability charity, has announced it is to donate £800million to the charity’s new endowment fund. The money is in addition to £100 million already committed by Motability Operations as direct support for Motability Scheme customers, which has been used to increase the bonus paid to customers for the return of cars in good condition, amounting to a cash payment of £600.

This most recent charitable donation comprises of all of Motability Operations’ profits for the year, plus the release of capital reserves of £370 million that was announced in June. The eye-watering donation comes following the end of a controversial saga in which Motability Operations and the entire Motability Scheme was called into question, after it was discovered that Motability Operations had substantial reserves and paid top executive’s bonuses deemed excessive. www.motabilityoperations.co.uk

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The company’s store opening strategy continues to plough forward

A MIDDLETONS HERE, A MIDDLETONS THERE… Middletons has continued to increase its retail footprint in the South West with the launch of its Exeter branch in October, marking its third new store in the South West since August and eighth branch opening this year.

he bricks and mortar proposition from the owners of Bristolbased direct-selling furniture firm Oak Tree Mobility, Middletons’ store portfolio has skyrocketed since receiving a £3.8million investment from the Development Bank of Wales and Wealth Club in early 2018. The investment has enabled

Middletons’ new store: 4 Trusham Road, Marsh Barton, Exeter, EX2 8QH

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Middletons’ owners Ricky Towler and Tom Powell to pursue their national retail ambitions, with plans to open 24 stores across the UK by the end of 2020. In 2018, Middletons completed the first phase of its store launch-opening program with nine new branches. This year, the retailer has increased the pace of its expansion plans, with eight new outlets across Brierley Hill, Coventry, Cheltenham and Cannock in the West Midlands; Swindon, Plymouth and now Exeter in the South West; as well as Nottingham in the East Midlands.

Middletons appoints Media Agency Middletons has appointed Wiltshire-based agency Mostly Media to handle its media planning and buying. A fundamental feature of Middletons’ expansion programme, the company invests heavily in marketing, including using television advertising to reach customers and raise brand awareness in the new locations it enters. Highlighting the importance of advertising, Ricky Towler, Director of Middletons, told THIIS: “Getting your marketing and PR right so people know that you are there and raising the awareness is essential when launching a new store in a new location.”

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BATTERIES â&#x20AC;&#x201C; MORE THAN WHAT MEETS THE EYE? There is a good chance when mobility retailers consider what goes into the batteries they sell and supply, the last thing that springs to mind is a concrete breeze block, however, as misleading products begin to circulate in the market, dealers may well be surprised at what lies within the power products. THIIS spoke to the British Battery Industry Federation (BBIF) to find out why disingenuous batteries seems to be on the rise.

Paul Ross

Cillian Brugha

ormed in 2010 from a merger of the society for the British Battery Distributors and the Independent Battery Distributors Association, the BBIF has recently been working with the government with regards to the legislation surrounding batteries. The organisation has also been working with the Product Enforcement Team at the Office of Product and Safety Standards to look into the misrepresentation of batteries, with regards to mislabelling of products,

24 | www.thiis.co.uk

over rating of products, capacity labelling and even technologies. Aiming to ensure battery customers can have confidence in the products they purchase, the BBIF collaborates with the government so battery companies have a fair playing field, however, a misleading minority in the industry is putting this at risk. With the market for fake goods in the UK is estimated to be worth ÂŁ1.3bn per year for electrical goods alone, according to a 2018 report by Electrical Safety First, it is unsurprising that the mobility industry is not immune to misleading products finding their way to end-users and retailers. Rather than fake powerchairs or scooters popping up however, it seems it is the lifeblood of these powered mobility devices that have been found to be not what they seem. Batteries are the key and vital

components that ensure these essential medical devices are able to provide independence and mobility to often the most vulnerable in society, however, worryingly, there have been reports of bogus batteries being sold to unsuspecting retailers, local authorities and even the NHS. A POWERFUL PROBLEM Speaking with Cillian Brugha & Paul

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Ross from the BBIF, they highlighted that there is a growing amount of batteries entering the market that retailers need to be wary of. “There needs to be more awareness of the fact that there are products out there that are not what they are claiming to be,” stated Cillian. “We felt it is important that the trade knows because it really isn’t fair to the dealers and isn’t fair to the customers.” Concerned by some of the batteries entering the market, Paul commented: “Batteries displaying bogus specifications, advertising themselves as more expensive battery types or even using underhanded methods to deceive retailers are now becoming more prevalent in the growing mobility industry.” It was recently that a BBIF member came across a battery that had gone as far as to have a concrete block placed into it, a disturbing sign of the lengths some unscrupulous battery sellers will go to in order to deceive customers. WHY BATTERIES? Designer brands and electrical goods are usually the products associated with counterfeits; however, Cillian explains the battery industry is rife with low-quality, cheap products guaranteeing unachievable performance.

claiming specs that can be wildly inaccurate.” Alongside the difficulty in verifying the claims made by some battery suppliers, Cillian points out that the very nature of battery products makes the market attractive for those wishing to make misleading claims on their products. “These batteries are not fake in the true sense of the word, as they will still function as a battery for a time,” he continued. “The problem is retailers and end-users will not be aware that the product isn’t what it was sold as until it fails, at which point, it is too late.” Cillian claims that across members’ trade counters, BBIF member companies constantly see batteries that are not what they say on the label after investigation. BUT WHY CONCRETE? With the battery market being so big and diverse across the automotive, industrial and cyclic markets, there is no shortage of sectors for companies to supply underrated and poorly manufactured products to and the pair state that attentions have turned to the mobility industry. Professional battery companies have become very sceptical of the claims made on some products and are determined as an industry to identify misleading products from the high-

“The problem is retailers and end-users will not be aware that the product isn’t what it was sold as until it fails, at which point, it is too late.” CILLIAN BRUGHA

“When it comes to batteries, it is really difficult to get inside them to see that if that battery is what it says it is, so it can be really difficult to prove or disprove that battery is what it says it is,” explained Cillian. “There are manufacturers that will simply produce a private label for anyone, as well as screen print whatever they are told to onto the battery case, resulting in products

26 | www.thiis.co.uk

quality ones, say the battery experts. “It is something that has been seen more frequently in the automotive and leisure battery industry,” said Paul. “If you go back to the days when I first started in the battery industry, which was a long time ago, the old automotive dealers would weigh the batteries to make sure there was enough lead in the box to allow the batteries to meet the performance.”

A breezeblock in a battery is not what many retailers would expect to find

Cillian elaborated: “Most mobility batteries in today’s market are sealed so you can’t lift the lid off and see what is inside; one of the immediate ways of working out the quality of a battery is its weight. Batteries are lead-based so, in general, more lead in the battery means more capacity, which means a better and heavier battery. “By putting concrete in the bottom of a battery, it will feel heavier and convince buyers of the quality.” With the powered mobility device market’s rapid growth, the two battery specialists warn that the market will be targeted more in the years to come, with Cillian highlighting that market conditions are making mobility an attractive sector for low-price, lowquality batteries. “Lead prices went up significantly about three years ago and are still quite high, so higher quality batteries are expensive, alongside the big shift in currency, with the pound not being as strong as it was two years ago,” he asserted. “This is alongside the retail market becoming increasingly priceconscious at the moment, which is understandable as retailers – and particularly high-street retailers – are having a really tough time and looking for ways to keep costs down.” According to the pair, cheap batteries can prove a tempting way of cost-saving and boosting margins, particularly when they are sold as promising the same specifications

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as more expensive products on the market. “A really low price is always tempting,” said Paul. “Especially when the packaging says it is the same product with the same specs as higher quality ranges, however, the difference is, one may contain a breeze block.” SHORT-TERM GAINS, LONG-TERM PAINS As Cillian and Paul underline, these

well, this is where those initial savings will be errored in call-outs, testing, replacing and everything else that comes with battery problems. This is where the real costs, in terms of money, time and reputation, are really felt.” Predicting that these misleading batteries will start to show their true colours after around nine to twelve months, the pair foresee a rise in demand for higher quality products from retailers once vulnerable

“There needs to be more awareness of the fact that there are products out there that are not what they are claiming to be,” CILLIAN BRUGHA

“cheaper batteries” may offer financial benefits to dealers in the immediate future but are likely to give dealers and end-users headaches down the line. “Beyond an attractive price, these products will not give retailers’ customers the performance they expect and down the road, retailers will have unhappy customers who have broken down somewhere after a short period because of these batteries,” highlighted Cillian. “Factories that are producing and miss-labelling batteries with false information do not have their name on it, so they can produce low-quality and fraudulent batteries that do not do what they say because there are no risks associated with producing them.” In comparison, the pair stress that buying from reputable distributors that work with trusted manufacturers that brand their own batteries means there is more accountability and more quality, as the reputations of both the distributors and the manufacturers are on the line. “When these fraudulent products do fail, it won’t be the factories or the distributors supplying the batteries that will feel the effect of a dissatisfied end-user, it will be the retailer that supplied it to them,” cautioned Cillian. “Each time there is a problem as

28 | www.thiis.co.uk

consumers are left stranded. Noting that these poorer quality or misleading products will eventually be found out and there will likely be a renewed demand for higher quality

batteries, the pair worry that this will likely occur at the detriment of unsuspecting retailers and vulnerable consumers. WHAT DEALERS CAN DO It seems when it comes to batteries, like many other items, the old adage of “if it seems too good to be true, that is because it probably is” comes to mind, suggesting that products being sold at prices far lower than the market rate warrant further investigation by retailers before making a purchasing decision. “It is about being aware that what is said on the front of the box is not always what is inside it and what performance it actually gives,” stressed Paul. “Check what you buy and make sure it has the right certification and a chain of traceability.” Echoing Paul’s thoughts, Cillian finished: “Buying batteries does need a degree of research and this doesn’t just apply in mobility, but any industry where batteries are sold.”

The battery buying checklist

Wondering if a deal is too good to be true? Paul has created a useful checklist helping battery buyers ask the right qualifying questions to find out if something is amiss. Questions battery providers should be able to answer ‘yes’ to: • Does the potential supplier have a quality accreditation such as ISO9001, ISO14001, ISO18001? • Does the potential supplier have public and product liability Insurance? • Does the potential supplier have a presence in the UK? • Does the potential supplier have a technical helpline/warranty procedure? • Does the potential supplier have safety and performance data sheets and can the data be verified? • Do the batteries have the correct labels and markings to be placed on the market? • Do the batteries have correct transport compliance certification for example for air travel, batteries require IATA certification to allow a customer to travel with their equipment in aircraft? • Does the battery supplier offer a recycling service? Paul highlights those battery companies that say yes to all of the above invest substantially to be compliant and offer good services, so if a price appears significantly cheaper than everything else on the market, there is a good chance some or most of the above is missing. Established, reputable battery distributors often use supplier evaluation forms, covering everything from Quality, Environmental, Health and Safety practices, enabling mobility dealers to have confidence they are purchasing batteries that do what they say on the tin.

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pick of the month

WHAT PRODUCTS ARE RETAILERS IN THE INDUSTRY RAVING ABOUT? Wondering which products are grabbing retailers’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why…

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30 | www.thiis.co.uk

Elaine Ferguson, Mobility Services Manager of Fortuna Mobility

Pick of the month: Happylegs

“

Many of our customers have mobility and health problems, so one product I recommend is Happylegs – a seated walking machine that allows the user to enjoy the benefits of walking from the comfort of their chair. “When seated for many hours each day, there’s an increased risk of swollen feet and ankles, vascular ulcers, joint and muscular problems, plus numerous other conditions. But Happylegs can help with these by improving circulation and increasing movement.

“There are three speed settings which move legs backwards and forwards whilst remaining seated - improving circulation and stimulating muscles. As little as 30 minutes a day can make all the difference, and regular use has shown that the machine helps eliminate leg and ankle swelling and strengthen the legs overall. “Sufferers of restless legs syndrome and chronic fatigue have also reported improvement, while additionally the product works to reinforce the cardiac function even in those with a pacemaker. The majority of people who have purchased Happylegs

simply love it, and tell me they never want to be without one because it’s helped them so much. “Many of our products are about assisting people, but what I really like about Happylegs is that it’s a passive exercise machine that can make a huge difference to overall health, wellbeing and foot health - all while the user is watching TV!

”

www.fortunamobility.com

Karen Sheppard, Managing Director of People First Mobility

Pick of the month: MultiPill Dispenser from Aidapt

“

I love this pill dispenser as it has so many features. It has the seven days of the week with each day a different colour and is ideal for those who are visually impaired, helping them to differentiate between each day. “For each day, there are four

Folds in seconds

separate compartments, labelled up as morning, noon, evening and bedtime in text and Braille. “Each of the compartments also lifts out separately from the rest and can be replaced as required, which is perfect if the day needs to be taken out and kept separate, such as for a day out. This also means that the colours for the days of the week can be changed around if it makes it easier for the user. “It is great for people who take a

large number of tablets through the day and the lids are easy flip lids as well. “It really does seem to tick so many boxes and has been a really good seller this year.

”

www.peoplefirstmobility.co.uk

Call to find out more

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or email orders@tgamobility.co.uk www.tgamobility.co.uk QUOTE: THS19

www.thiis.co.uk | 31

pick of the month

Darren Macey, Business Development Manager for Lifestyle & Mobility

Pick of the month: Empulse R20 from Sunrise Medical

“

I’ve been in the industry for over 10 years now. I’ve seen so many products that have been re-developed and made better. One product that hasn’t had any innovation is the powerpack. It’s a product that has been copied by variously suppliers and has been sold massively throughout the UK. “It’s the wheelchair add-on that helps someone push a person in a wheelchair with ease. So did this product need re-developing? Isn’t it already a functional product? “Well, Sunrise Medical has shown us all that it did need innovating and it’s not as functional as we all first thought. For starters, the total weight of the Empulse R20 is less the a typical powerpack battery and it also comes with a lithium battery. “The you would naturally think how is this going to possibly be enough traction on the wheel and motor that drives this thing. Well, that’s what we thought! “Sunrise has cleverly designed a bracket system that uses physics to push all the down force through a V shape bracket, which then transfers through the wheel. Therefore, it doesn’t need a heavy battery to stop the wheels from slipping. “There is also another really important benefit of this system. It allows the operator to walk freely behind it as there is much more room for their feet when they take a stride. “This is also the first powerpack that can be folded while situated on a wheelchair. This is a huge benefit to our customers as they now don’t have to bend down and struggle to try and remove the powerpack from the wheelchair while trying to pop it in and out of the car. “At Lifestyle and Mobility, we are continually looking for products that can impact our customers lives in a positive way. The Empulse R20 just does that and that why is our pick of the month.

”

www.lifestyleandmobility.co.uk

Alastair Gibbs, Managing Director of TPG DisableAids

Pick of the month: Mera Care Wash/ Dry Toilet from Geberit

“

Not strictly a showroom product, the TPG Pick of the Month for this month is the new Mera Care Wash / Dry Toilet from Geberit. “Being one of the very basic requirements of daily living, it is extremely important to overall health and wellbeing that any individual can carry out bathroom functions with dignity and privacy. This basic function is taken for granted by those that have no mobility problems but can weigh heavily on those that need a little assistance. “The new Mera Care toilet can be height adjusted and programmed to give back that dignity and promote independence. It can be installed comfortably within one day and will transform the life of those in need. “As a solutions provider, it plays a part in offering to solve toileting problems that are equally as important as getting up the stairs and moving around the house safely.”

” 32 | www.thiis.co.uk

www.tpg-disableaids.co.uk

MR2 MemRabel 2i Memory prompting daily calendar clock with Smartphone setup APP

KFM30C Recording Wi-Fi connected observation camera with live view smartphone APP

The MemRabel 2i is a user friendly looking product with a choice of 10 diﬀerent clock faces with selectable contrast and digit/background colours. MemRabel 2i can connect to home or business Broadband to allow the MemRabel 2i APP (Android or iOS) to send media ﬁles and alarm time setup data to the calendar clock.

The KFMM30C is an aﬀordable Wi-Fi camera, which connects to home or business Broadband to allow remote viewing of live video and images. An intuitive Smartphone APP makes setup and operation of the camera really easy.

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POC-940K Long range waterproof call button transmitter with data message pager

Children's Epilepsy Seizure Alarm Medpage MP5V2 High Sensitivity Seizure Monitor

Part of the POCSAG long range radio paging system. This (portable) easy press emergency button sends an alarm to the EM300 pager when triggered. Featuring a transmission range of up to 400 metres, this alarm is ideal for use in medium to large sized care homes and larger domestic properties.

The Medpage Model MP5V2 epileptic seizure movement detector is designed to detect a variety of seizure types from all ages, including tremor, Tonic phase and seizures that cause limb twitching movements.

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pick of the month

Ceri Dixon, Marketing Manager of Ableworld

Pick of the month: Height Adjustable Walker from Drive DeVilbiss Healthcare

“

Autumn has arrived and many of our customers are looking for extra help in remaining independent coming into the colder weather. “This Drive Height Adjustable Walker is lightweight, strong, stylish and practical making it an ideal choice for our customers. Packed full of features this walker is suitable for a wide range of our customers. Unlike many other walkers this product allows the user to adjust the seat height as well as

the handle height so it’s perfect for our customers as they can adjust it to their own requirements. “A perfect solution to going out for winter walks with friends and family, due to the excellent manoeuvrability. Convenient for Christmas shopping around town with a basket for shopping and a padded seat and backrest, allowing customers to take a break. Also compact, foldable and lightweight to easily store at home. “The Drive Height Adjustable Walker is an ideal mobility aid for added support enabling people to still get out and about to enjoy the fresh air safely during the colder months.

”

www.ableworld.co.uk

James Gargan, Commercial Director of Beechfield Healthcare

Pick of the month: Atlas Dynamic Mattress from Drive DeVilbiss

“

Drive DeVilbiss has introduced a dual therapy mattress system for the acute & community settings to the market. The Atlas Dynamic Mattress offers both alternating and low air pressure care for patients at high risk of pressure ulcers. The constant low pressure presents increased comfort by distributing the pressure evenly across the surface. While the alternating cells help to offload pressure and increase blood flow to damaged area making this new mattress also suitable for all stages of pressure ulcers. “With reliable cell-on-cell construction and anti-slip platform pads, the Atlas dynamic mattress was designed with comfort in mind. A high

34 | www.thiis.co.uk

frequency welded Dartex cover that is multi-stretch, vapour permeable and waterproof has a CPR tag that can be pulled to deflate the mattress rapidly, allowing CPR to be carried out safely, if needed. A leading product for both hospitals and nursing homes, it has a static head section and also a static mode available on the controls. “The diligent mattress has a constant low-pressure option that distributes the patient’s weight evenly through the cells improving their

comfort in the course of 10-minute cycles. With the increased comfort and a quiet pump, it also means the mattress is the perfect tool for pressure ulcer prevention for the most vulnerable patients. “It comes with many safety features including fault indicators, audio fault alarms, platform securing straps and cable management. The detailed mattress has a maximum height of 20cm, a width of 88.5cm and a length of 202cm it can support the patient’s weight up to 31 stone. “All of these unique factors, put the Atlas at the top of the market when it comes to a pressure care mattress that has both alternating and CLP care for patients who may be in an acute or community setting, putting them at ease while offering maximum support for all users.

”

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more about...

The Trade Open Day at TGA’s Suffolk headquarters saw leading retailers from across the country spend the day with the supplier

TGA MOBILITY’S TRADE OPEN DAY For many suppliers in the mobility industry, their dealers are spread out all over the UK, making it difficult at times to have face-toface conversations and harder still for dealers to see what happens ‘behind the scenes’. Building on the success of its Trade Roadshows earlier this year, TGA Mobility invited its nationwide network of dealers to attend the first TGA Trade Open Day, giving dealers the chance to check out exclusive product launches, tour the TGA headquarters and gain invaluable insights into the company 36 | www.thiis.co.uk

TGA's commitment to diligent service and product quality. For dealers, the day gave dealers insight into what happens further up the supply chain, giving more transparency, with many noting that it was useful to see the inner workings of TGA and its efforts to deliver a high level of service to the trade. “The TGA Trade Open Day was excellent, everybody was treated well at the event and I don’t think there was anything that could have been improved,” commented Chris Ball, Service Manager at Active Mobility. “We’ve been to lots of these events in the past and this one was the best yet.”

Well attended, the day included the UK launch of the all-new Breeze S4 and Midi mobility scooters

hroughout 2019, TGA held its first-ever Trade Roadshows in Runcorn, Bristol and Dublin, enabling the prominent mobility supplier to connect with its dealers in a regionalised format. Reaching out to dealers and delivering a convenient, local option for time-constrained retailers, the roadshows focused on strengthening the relationship with its trade network through friendly face-to-face discussions and useful information to support and develop their dealers’ businesses. Proving to be popular, TGA Mobility decided to follow up the roadshows by hosting its inaugural TGA Trade Open Day, inviting dealers to the mobility supplier’s Sudbury headquarters to discover more about TGA and what makes it tick, as well as providing an opportunity for dealers to network with peers over a tasty hog roast. THE GRAND TOUR With a significant turnout of dealers attending from across the UK, visitors were split into groups of five and six, with a member of the TGA team showing each group around the different functions and areas of the business and premises. Noting that the smaller, more focused groups would prompt intimate, honest and open discussions, the supplier says it was keen to hear its customers’ real

thoughts and feedback. Discussing new customer service, product and marketing initiatives to the attendees, each group had the opportunity to visit individual departments and discuss their needs directly with employees. Dealers were also shown around the warehouse, workshop, stock control, ‘Pre-delivery Inspection’ (PDI) zone and the trade support office to see how TGA operates its internal communication to service its dealers. Highlighting the importance of

EXCLUSIVE PRODUCT LAUNCHES Alongside a tour of the TGA premises, the mobility supplier also unveiled the official UK launch of the new Breeze S4 and Breeze Midi mobility scooters, with dealers sharing their thoughts on the new products. Darren Macey, Business Development Manager of Lifestyle and Mobility, commented: “We enjoyed the opportunity to see behind the scenes at TGA, network with industry peers and witness the unveiling of the

“We’ve been to lots of these events in the past and this one was the best yet.” CHRIS BALL

the PDI department for in terms of product reliability, the function is critical for quality control, with TGA confirming it completes a rigorous 32-point check of every scooter before dispatch. Visitors were able to discuss this robust procedure with staff and meet members from the TGA Powerpack department who deliver customised fittings for this UKmanufactured product. Each section of the tour included a relevant presentation and discussion from management, service and quality control to give dealers a clearer understanding of the internal processes that all combine to achieve

new TGA Breeze models. We believe the latest Breeze and Breeze Midi will be a success through their unique automotive looks.” As well as unveiling the new Breeze S4 and Breeze Midi scooters, TGA highlighted to dealers why stocking its products gives them a significant commercial advantage and allowed dealers to understand more fully the personality behind the brand. MARKETING AND PR Supporting dealers to help build sales, the TGA marketing and PR department added value to the visit by giving away a range of free

www.thiis.co.uk | 37

more about...

The tour included discussions about the opportunity for joint marketing initiatives

assets, including new professional photography, POS materials, branded merchandise and informative customer guides. Part of this session involved a talk from Dom Walbanke, Marketing Coordinator at TGA Mobility and Jon Nock, Managing Director of iDIS Creative Marketing Partnership (working with TGA), about the opportunity for dealers to host safe scooter driving days. TGA has hosted a number of joint safe driving days with mobility dealers in the past, including with Hereford-based TPG DisableAids, to help improve user safety. At the TGA Trade Open Day, Jon explained how these joint supplier and retailer scooter safety initiatives help to generate positive publicity by helping keep mobility scooter users safe and preventing potential accidents. He added that capitalising on mobility scooter safety amidst recent headlines about an increase in the number of mobility scooter accidents and fatalities strengthens dealers’ position in the mobility market as a leader in tackling these issues. Dominic Goldsmith, Director of Style Mobility, said: “The marketing talk was great as the guys at TGA

38 | www.thiis.co.uk

are really well informed, experienced and had some good ideas. We’re always looking at new ways of putting ourselves out there, so any advice or ideas we can get we soak up like a sponge. “Dom and Jon mentioned joint mobility scooter training days for users, which is something we’d been discussing anyway, so we’re hopefully going to be getting involved with that. In local media in Great Yarmouth, there are a lot of businesses

Nottingham Trent University’s 'See and Scoot' online mobility scooter safety video. See and Scoot is filmed from a mobility scooter user’s perspective and highlights potential obstacles and hazards they might face while on their scooter, providing effective solutions to users for overcoming these difficulties. Jon suggested that retailers could make use of this helpful training tool in their showrooms to show customers

“Probably the most beneficial part of the day was seeing the new products and having the opportunity to meet the manufacturers.” NIGEL ROSENFELD

complaining about mobility scooters and the way they’re being used because we’re a coastal retirement town so there are a lot of scooters here. It would be good for the local area to see that we’re trying to improve the safety of scooter users.” To expand on the point of scooter safety, Jon also mentioned that TGA is the only licensed supplier to use

that they are passionate about scooter safety. Guy Jenkinson, Joint Owner of MobilitySure, added: “Anita and I gained new marketing ideas and appreciate the free PR support TGA has to offer. By working with TGA, we know our duty of care to local customers is strengthened thorough dependable scooters and efficient

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more about... trade back up - this event has underlined our belief and we thank the team for their warm hospitality." MEETING THE MANUFACTURER The Trade Open Day was supported by senior representatives from TGA’s manufacturer Afikim, along with Autochair and Motability, providing members of the trade to have conversations with the makers of the machines. Nigel Rosenfeld, Director of NBR Scooter Brokers, said: “The day was informative, and it was good to meet the people 'behind the scenes'. Probably the most beneficial part of the day was seeing the new products and having the opportunity to meet the manufacturers.” Adi Makov, Vice President of Sales & Marketing at Afikim, highlighted the

strong relationship the company has with TGA, stating that he refers to excellent relationships as “the TGA model” because of the UK supplier’s cooperative nature and willingness to improve products. “The TGA Trade Open Day was well organised, thorough, informative and proved a worthwhile visit for us,” added Style Mobility’s Dominic. “TGA is quite a new account for us, so it was a chance for us to see what products they do and view the inner workings of the factory. “I’d like to say a big thank you to TGA for putting the event on and inviting us down, we really appreciate it. I’d also like to thank our TGA representative Ryan Curtis who has always been very helpful right from the start.” With a noticeable buzz in the air and a relaxed environment where

dealers had the opportunity to sit and chat, supported by a notably friendly, positive and enthusiastic TGA team, the inaugural open day proved to be a success. Tim Ross, National Sales Manager for TGA Mobility, concluded: "I would like to thank all dealers who attended our Trade Open Day – their support is appreciated and we hope they found the day as rewarding as we did. “We feel relationship and rapport building is key to win-win success hence our ASM's always invest extensive time in physically meeting trade customers and engaging at events. Ultimately a better understanding throughout the supply chain results in an improved experience for end-users, which in turn cultivates positive PR and business growth." www.tgamobility.co.uk

IN THE FAST LANE Open to private organisations with total sales between £120 and £700million, community equipment providers Medequip Assistive Technologies and Millbrook Healthcare have both appeared in this year’s Sunday Times Grant Thornton Top Track 250 league table

anking Britain’s private midmarket growth companies with the biggest sales, the list features household brands from across the country including Holland & Barrett, Travelodge, RAC, Chelsea Football Club, Doc Martens and Gymshark, alongside the two community equipment providers. This year’s list sees the omission of Acorn Stairlifts however, which had ranked highly in previous years – 137th in 2017 and 127th in 2018.

40 | www.thiis.co.uk

MEDEQUIP 177TH SALES – £159.9M OPERATING PROFIT – £6.3M 2018 RANK – 189TH Matt Ward, Head of Retail & Marketing for Medequip, commented: “We are proud to be achieving these significant commercial goals alongside continuing to provide quality and value for money for the many people who use our services across the UK.”

MILLBROOK HEALTHCARE 205TH SALES – £140.8M OPERATING PROFIT – £6.9M 2018 RANK – N/A Hampshire-based Millbrook Healthcare operates in the mobility and healthcare as a community equipment provider and wheelchair services operator, together with its subsidiaries Ultimate Healthcare and Consolor. In July, the business was acquired by Cairngorm Capital.

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20 years of THIIS

A TRIP DOWN MEMORY LANE The Homecare Industry Information Service (THIIS) is 20 years old in 2019! For the last two decades, THIIS has been keeping the trade in the know with the latest news, views, products and jobs in the industry. Over 2019, THIIS is looking back at some of the interesting, impressive or surprising stories featured in past issues that have shaped the industry into what it is today.

A LEGAL LICENCE Certainly one of the more unique branding ideas to enter the industry, Hull-based personal injury law firm Rapid Solicitors launched a new scheme where it would licence its brand name to mobility retailers back in November 2011. Headed up by Martin Ward, the founder of RightCare Mobility, the company wanted mobility shops around England and Wales to rebrand themselves as Rapid Mobility for a minimum of two years, with Rapid paying for all the retailers’ rebranding and signage to be changed. Two mobility retailers – Moorland Mobility and North Eastern Care – decided to take up the Rapid offer, rebranding their shops to the Rapid

42 | www.thiis.co.uk

NOVEMBER

2011 name. Both Moorland Mobility and North Eastern Care were dissolved by the end of 2013. Rapid Solicitors was acquired by rival Hull-firm Hudgell Solicitors in 2014. Andrew Good, founder of Rapid Solicitors, was later found guilty in 2018 of overcharging the NHS for his time - as much as £400 per hour - for cases the Health Service had lost. The conduct had taken place before the company’s sale to Hudgell and Good was fined £30,000.

“Having a business profile that portrays you as being part of a wider chain of shops, especially allied to a major UK legal force, has got to be more impressive to a potential customer than dealing with an obviously small concern.” RAPID SOLICITORS’ MARTIN WARD IN NOV 2011

Lovocco® is proud to deliver unique, purpose designed and beautiful products to meet the needs of disabled people and people with limited mobility. With first-hand experience of living with limited mobility, combined with passion and dedication, we craft stylish products that help create a world where everyone has the same opportunity to live a proud, active and fulfilling life.

Lovocco® is proud to deliver unique, purpose designed and beautiful products to meet the needs of disabled people and people with limited mobility

We are proud to introduce our latest light weight accessory. The perfect travelling companion for wheelchair users:

This purpose built light weight travel accessory limits scratches and dents to cars caused by wheelchairs. The SillSave mat effortlessly folds over the door sill, allowing wheelchair users to transfer in and out of their car with confidence of not damaging the sill.

“I have just got in my car for the ﬁrst time with the mat and I am so impressed, it worked improved safety Thank so much.” Stays in position with the dooryou shut whilst  brilliantly!  Lightweight and easy to roll up and store  It can be placed over the sill one-handed  It sticks to the car sill and stays in place for driving

Rachel Morris MBE, British Paralympic Gold Medallist  It’s tough, durable and can be wiped down as required

With ﬁrst-hand experience of living with limited mobility, combined with passion and dedication, we craft stylish products that help create a world where everyone has the same opportunity to live a proud, active and fulﬁlling life. We are proud to introduce our latest light weight accessory. The perfect travelling companion for wheelchair users: 3 Lightweight and easy to roll up and store

We care deeply about developing products that give disabled people and people with limited mobility greater choice, freedom and independence.

For more information visit... “I have just got in my car for the first time with the mat and I am so impressed, it worked

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brilliantly! Thank you so much.” Rachel Morris MBE, British Paralympic Gold Medallist

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3 It can be placed over the sill onehanded 3 It sticks to the car sill and stays in place for improved safety 3 Stays in position with the door shut whilst driving 3 It’s tough, durable and can be wiped down as required We care deeply about developing products that give disabled people and people with limited mobility greater choice, freedom and independence.

20 years of THIIS ERGOLET SWAPS HANDS

NOVEMBER

In November 2012, THIIS reported on the sales of Ergolet to Peter Harwith Nielsen, purchasing the company from American owners LDI who purchased the Danish company in 2008. A supplier of lifts, hoists, stands, chairs and track systems, the purchase by Peter came following a period of speculation regarding Ergolet’s future. The CEO of Ergolet for three years prior to purchasing the company, Peter highlighted that he had a clear picture of what was needed to increase Ergolet’s profitability, explaining his plan was to “cease activities on the US market, consolidate our European markets and strengthen our presence in China, Australasia and the Middle East.” In December 2015, French-group Winncare purchased Ergolet, along with another Danish-company, Borringia. According to the company, this puts to an end speculation about Ergolet’s future. Peter has held the position of CEO in Ergolet for the last three years, and it was with a clear picture of Ergolet’s present situation and potential, that he decided to buy the company.

2013

MMS MEDICAL ACQUIRES CRC MEDICAL

In November 2013, THIIS reported that MMS Medical, Ireland’s largest mobility product specialist, acquired CRC Medical. Set up by the Central Remedial Clinic (CRC) - one of the latest voluntary organisations working with people with disabilities in Ireland – in 2006 during a boom to distribute wheelchairs, CRC Medical Devices failed to prove a financial success. In 2011, an economic downturn and restricted budgetary spending the Health Service Executive (HSE) - its largest customer- accelerated CRC Medical’s decline. In 2013 and with mounting debts, the decision was taken to sell the company to MMS, with CRC Medical staff, supplied equipment and warranties transferring to MMS to ensure continuity of service and peace of mind for all customers.

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2012

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2014 FROM CLICKS TO BRICKS Bucking the trend of bricks to clicks, THIIS covered the opening of Betterlife from LloydsPharmacy’s exciting new bricks and mortar store back in November 2014. Originally just boasting an online presence, Betterlife’s physical branch in Leeds was launched to critical acclaim, with its modern and contemporary design reframing the notion of a “mobility store.” Describing the store as an ‘interactive experience” rather than just a large retail space, Grant

Abrahams, Head of Betterlife at the time, explained that physical stores had always been part of the Betterlife ambition, with plans to open more across the UK in the months to come. The award-winning Leeds store, along with Betterlife’s other retail locations, website and telesales operations, were closed in April 2019, with parent company McKesson UK highlighting difficulty remaining competitive in the supply of big-ticket items.

“Our competitors are different these days. They were other independent online retailers, but these days it’s Amazon and eBay. The products have become commodities and they are very good at shifting boxes.” GRANT ABRAHAMS, HEAD OF BETTERLIFE FROM LLOYDSPHARMACY, IN NOVEMBER 2014

WHAT DO OTS THINK? Gaining an understanding of just what OT’s think of mobility retailers, THIIS revealed the results to research it carried in November 2015. THIIS asked 173 OTs for their feedback regarding the mobility trade, including how many retailers were they aware of, how many retailers had invited OTs to their stores and how likely would an OT attend an invite by a retailer to attend training or educational seminar. The data revealed some interesting results. 16 percent of OTs were aware of more than five retailers, whilst over 22 percent were only aware of one. Over 90 percent of retailers had never been invited to a store by a retailer. 87 percent said they would be interested in attending a training or educational event held at a retailer’s premises.

46 | www.thiis.co.uk

NOVEMBER

2015

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20 years of THIIS

NOVEMBER

2016 STUART STARS ON THE SMALL SCREEN Featuring on a BBC documentary series called ‘Going Back, Giving Back’ back in 2016, Cyclone Mobility’s MD Stuart Dunne told his personal journey of living with a spinal cord injury, before helping somebody at the start of their journey. The show saw Stuart, who was spinally injured at the age of 17 in a road traffic accident, revisit the spinal unit that treated him post-accident, along with meeting Susan, a woman who recently became spinally injured whilst out running when a tree fell on her. After learning of how frustrated Susan was that she could no longer be as active as she once was, the inspirational MD presented her with a handbike attachment, enabling her to exercise once again.

“When you condense my 31 years post injury into 45 minutes, it really does bring home the facts of life with a spinal cord injury.”

NOVEMBER

2017 THE END OF THE SHOW After a turbulent few years, THIIS covered the announcement that the Mobility Roadshow was to come to an end. The show, a staple for many in the mobility event calendar, had enjoyed ups and downs leading up to its demise. In 2013, the organisers made an ill-fated attempt to attract more visitors by moving the show to Telford, however, a lack of a test track and failure to grow numbers resulted in organiser’s Mobility Choice to cancel 2014’s show which it completed a strategic review. 2015 saw the show return, with a good turnout of visitors and well-executed event in Castle Donington. The encouraging event suggested a positive outlook for the renewed Roadshow. A move to Silverstone in 2016 which was plagued with problems, from parking to accessibility, proved to be a significant setback for the Roadshow. 2017 saw a promising show at NAEC Stoneleigh, hinting that the show could have a future, but disappointing attendee numbers and growing competition from Motability’s One Big Day event led Mobility Choice to pull the plug.

A NEW COMPANION IN THE MARKET

STUART DUNNE, MANAGING DIRECTOR OF CYCLONE MOBILITY, IN NOVEMBER 2016

NOVEMBER

2018 48 | www.thiis.co.uk

In 2018, THIIS revealed that Companion Stairlifts, the directselling arm of Handicare, had entered the homelift market with a new product range and new proposition for retailers. Introducing three new lifts – the Cygnus, the Aurora and the Stratus – to the market, the homelifts joined Companion’s straight and curved stairlift offering, as well as its accessible bathing solutions. David Harrison, Sales and Marketing Director for Companion at the time, told THIIS that the introduction of homelifts meant Companion could offer retailers a trusted and accredited partner to send their leads through to for the full spectrum of home adaptations.

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TH UGHTS…

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ARE YOU FOR OR AGAINST BLACK FRIDAY AND CYBER MONDAY IN THE MOBILITY RETAIL SECTOR? Widely seen in fashion and electronic retail, the imported American promotional holiday is also becoming more prevalent in the mobility sector. Five mobility retail leaders discuss if Black Friday and Cyber Monday have a place in the market… 50 | www.thiis.co.uk

Andrew Finch Marketing Manager for Clearwell Mobility

“

The idea of events such as Black Friday and Cyber Monday within the mobility sector lead to a number of questions. Is it right to heavily discount products which require an assessment for online sales which may be unsuitable? Should we, as retailers, be selling these types of products remotely in the first place? “As an industry which is meant to focus on the end user’s needs, tempting customers with products which are heavily discounted can lead to purchases which are not suitable, simply due to the discounted price. Saving £300 on a riser recliner sounds much more appealing compared to making sure you purchase a full priced model which is suited to your needs. “There are, of course, exceptions to the rule. Heavily discounting smaller daily living aids will not tend to lead to issues further down the line due to the nature of the products. There is also the option in some cases for retailers to work with suppliers to offer discounts on entire ranges rather than just specific models.

Katy Brown Managing Director of Scotgate Mobility

“

I’m quite cynical about Black Friday and Cyber Monday. They are based on American peak shopping dates but adopted here by retailers and online sellers as a convenient preChristmas sale period. “I have a fashion brand as well - Extra Large Clothing - and it is quite a good way to offload end of season stock to make way for new styles. “In mobility, if you are a big retailer or a chain with an advertising budget to promote it then I’m sure it will bring in additional sales but for a small independent, we would probably just be giving away margin for no reason. I prefer to offer everyday fair pricing.

”

DO YOU HAVE A TRADE THOUGHT YOU WOULD LIKE TO SHARE WITH THE INDUSTRY? GET IN CONTACT WITH CALVIN BARNETT AT CALVIN@THIIS.CO.UK TO SHARE YOUR INDUSTRY OPINION

Ricky Towler Director of Middletons

“

Our products not only bring comfort but more importantly, provide life-changing benefits for our customers. Whether that’s rediscovering their freedom on a scooter or the comfort and health benefits relating to a chair or a bed. Therefore, we strive to offer ongoing good value and above-and-beyond customer service and aftercare that you simply can’t get elsewhere. Our customers need our products 365 days a year, not just on Black Friday. “We are about much more than price, the friendly oneto-one service, the free needs assessments and scooter training we provide along with 24/7 aftercare, none of which is provided by online retailers that may be offering a Black Friday deal. “That’s why instead of doing a ‘Black Friday’ deal, this year, we’ve decided on a different take ‘Give Back Friday’, where we will endeavour to give something back to the community or do something charitable, instead of advertising a cheap, quick deal.

”

Chris Cox Managing Director of Cinque Ports Mobility

Daniel Griffiths Managing Director of Easy Living Mobility

“

Black Friday has little place in our industry. In the world of electronics and books, two of Amazon’s largest product lines, a grand ‘one day only’ sale is as attention grabbing as it is successful. But our industry commands a specialist approach to the products and services we deliver, one where soft skills such as empathy and integrity win and where sales tactics and pressure selling would (and do!) fail. “Many mobility specialists recognise that the provision of prescriptive equipment depends to a great extent on trust. The customer trusts they are being given good advice, that any purchase would represent fair value when the problems it solves or opportunities that subsequently arise are considered, and that they have been given the tools and time to make an informed decision and not an impulse buy. Should we not consider therefore the detrimental impact stark ‘deals’ might have on the first (and subsequent) impressions our customers have of us? Not only do short-lived deals play into the hands of our human desire for a quick bargain, often at the expense of our careful consideration, but they make consumers question the margin being made overall. ‘If a retailer can do a massive discount today, why couldn’t they offer a moderate discount all year round?’ one might ask. “We won’t be offering crazy discounts this coming black Friday, but will continue to provide robust and sound advice alongside fair value products and services year-round.

”

“

I’m all for Black Friday - to me, it’s a great way for our industry to gain more exposure yet again, as it is known worldwide and it’s now recognised and understood by the whole of the UK population. So, joining in with the retail world in offering our customers some fantastic bargains across this period really is a winwin for us all! “On the other hand, there’s Cyber Monday, based and designed around driving consumers online, which I’m honestly not too much of a fan (currently). “I feel there’s a definite need for our industry to have online products and services available to consumers, however, I believe shopping online within our industry is a much more sensitive marketplace than most. With Easy Living Mobility always having the customers best interests at heart, this can be very challenging to say the least. “If a consumer totally understands what it is they are buying, then buying online can be good. The question is, do they? So, to add Cyber Monday into our consumers’ minds, I’d hate to think this would pressure them into buying the wrong product / service based on a price alone.

”

www.thiis.co.uk | 51

WHAT TO DO WITH NEGATIVE REVIEWS Advice relating to online reviews is regularly focused on how to gain good feedback through excellent customer service. Seldom discussed however is what actions a business should take in the event of a bad review appearing online. Sometimes unavoidable, bad reviews can prove highly damaging for companies and with mobility retailers being the ones to work directly with end-users, it is the retail sector that frequently feels the wrath of a disgruntled customer, regardless of whether the review is warranted or not.

s the saying goes, “you can’t please all the people, all the time,” however, when fifteenthcentury poet John Lydgate made the comment, he did not have to contend with the internet and a plethora of review sites giving every dissatisfied customer a platform. The growth of customer review platforms has meant that it has never been more important for companies to always be on their A-game. Regardless of how impeccable a retailer’s customer service is however, there is always the chance that a customer may feel that the service received did not meet their expectations. Occasionally it is impossible to avoid a grievance, be it an issue with a product, a refund, a warranty or any other number of scenarios that can lead a customer to hit the caps-button and take to sites such as Google Review, Facebook, Trustpilot and

52 | www.thiis.co.uk

Tripadvisor to voice their displeasure. Speaking with mobility retailers in the industry, stories of delays to repairs caused by difficulty obtaining spare parts from suppliers, product quality issues and disputes over refunds have all resulted in bad reviews appearing, regardless of who was in the wrong. Worse still, these highly visible reviews can be pernicious and, in a competitive market where trust is crucial, damage both a retailer’s reputation and bottom-line. It may be impossible to stop bad reviews from ever appearing online, however, retailers have the power to control what to do when a review does appear in order to mitigate the fallout and potentially turn a negative into a positive. KEEP AN EYE OUT In order to address a negative review online, businesses need to be aware

that the review exists. This means allocating time regularly to monitor review sites and social media to ensure there are no embers smouldering away that could potentially turn into a fullblown forest fire.

£££££ Online reviews are big business As the world and retail shifts more and more digital, onlinereviews are proving to be big business. According to the Competition and Markets Authority, it is estimated that online reviews potentially influences a staggering £23bn of UK customer spending every year.

The sooner a negative review is identified and addressed, the sooner a company can take action to ensure the impact is minimised. MANAGE EMOTIONS Given the nature of the mobility and healthcare industry and the role these products play in the lives of end-users, there is often a lot of emotion tied up in the purchase of these products. Equally, for business owners whose companies are the result of endless months and years of sweat, tears and hard work, it can be hard not to feel hurt and emotionally charged when a negative review appears

customer into an advocate.” Ray advises retailers to read the review from the customer’s perspective and think carefully before responding. “First, read the review properly and as hard as it may be, do not react emotionally” he suggests. “People have better things to do than provide a negative review without a reason. Now is the time to empathise with them, to understand what has gone wrong.” Echoing Rays’ sentiments, Kieron Macfarlane, Head of Retail at Mobility Solutions, explains how mobility retailer with showrooms in Glasgow and Clyde

“It’s never easy to read negative customer reviews as some can be quite harsh. As business owners, it can feel personal, like we did something intentionally wrong.” RAY VERNON

online, particularly if they feel that their business has been treated unfairly. With experience advising clients on what to do when a negative review reared its head whilst working in his marketing agency before establishing the online mobility marketplace Mysokoni, Ray Vernon notes the importance of putting yourself in the customers’ shoes. “It’s never easy to read negative customer reviews as some can be quite harsh. As business owners, it can feel personal, like we did something intentionally wrong. Fact is, things go wrong, complaints and bad reviews are a part of business today but it is also an opportunity to learn,” says Ray. “It helps to look at things from the customer’s point of view. They’ve done their research, trusted your company’s product/service, made the purchase with their hard-earned money and now, something has gone wrong. They are disappointed and upset because they’ve been inconvenienced and let down. However, this is not about you, it is about them and it does present an opportunity to turn a disgruntled

Valley approach negative reviews. “We aim at all times to handle any customer feedback whether positive or negative with honesty, integrity and compassion,” he says. “We believe it’s vital when dealing with an unsatisfied customer to allow them air their frustrations fully initially – this allows the customer to feel heard and allows us to get a full picture of the situation and hopefully how it has arisen.” A knee-jerk reaction simply refuting and countering each point made by the reviewer may feel justified at the time, however, there is the risk of it showing the company to be argumentative and belligerent – two features no mobility retailer wants associated with its name. SHOWCASE YOUR SKILLS As damaging as negative review can be to a company’s reputation, a bad review also presents businesses with a unique opportunity to showcase its customer service skills to potential readers. To do this, it is important to respond quickly and show a willingness to solve the problem to ensure customer

satisfaction, states Ray. “Diffuse the situation by acknowledging their complaint and apologise. This is especially important online, where potential customers can see it,” he recommends. “The Nottingham School of Economics found that 45 percent of customers withdrew their negative evaluation of a company in light of an apology, whereas only 23 percent of customers withdrew their negative evaluation in return for compensation.” This gives a company a chance to show would-be customers exactly how it works to rectify problems for customers, backing up any claims of offering exceptional customer service, stresses Ray. “Provide a timely resolution to the problem. Your goal should be to genuinely make the customer happy. If the platform they used for the review enables you to reply online, then do so," continues Ray. “Let the public see that you are interested in helping customers solve problems. Even if you do not know who the customer is, acknowledging that something has gone wrong and you apologise for the inconvenience but asked them to get in touch so you can help them will go a long way in reducing any brand damage.” Ideally, companies should respond publicly to a negative review and then move communications away from the review platform, where it can be addressed directly between the company and the reviewer. HAVE A PROCESS IN PLACE Having a process in place to handle negative reviews can help to prevent the risk of a knee-jerk response and ensure consistency of best practice across the company. Speaking with Mobility Solutions’ Head of Retail Kieron, he outlines the retailer’s process when a complaint appears online. “It’s important for us to identify wherever possible what the root cause of every issue is so that moving forward, we can put in preventive measures to minimise any future customer frustrations,” he emphasises. “All aspects of the process are noted on our CRM system to further

www.thiis.co.uk | 53

aid the process; this means any member of staff can quickly bring themselves up to speed on the complaint – reducing the resolution time and meaning the customer never has to repeat themselves to us. “We also believe in feeding back to the customer in an appropriate way where things have gone wrong, allowing us to be fully transparent – we believe in treating customers the

active Facebook page with thousands of followers. This has worked really well for them, each time they promoted a product it resulted in sales,” he says. “One day, just before an upcoming sale, a customer launched a barrage of complaints about how terrible the product they purchased was and no one should buy from the company again.”

“Customers can smell an automated “we’re sorry” message from a mile away” ALEXANDRA LOMAS

way we ourselves would like to be treated and if that means admitting to our own mistakes, we will.” When creating a process of how to deal with bad reviews, NRS Healthcare’s Customer Engagement Manager Alexendra Lomas points out the importance of having genuine interactions. “Customers can smell an automated “we’re sorry” message from a mile away,” she warns,” so it’s really important you address each bad review on an individual basis to ensure your customer feels like their comments are being taken seriously.” TURNING A NEGATIVE INTO A POSITIVE Mentioning previously the opportunity to turn to a disgruntled customer into a brand advocate, Ray recounts how one company managed to turn an online frown upside down. “A company I know has a very

According to Ray, the owner of the business was upset but responded with an apology and asked the complainant to contact the office to see what could be done to fix the situation. “Turns out it was a customer error as they had purchased the wrong product,” continues Ray. “The owner offered to replace the product and expedite the correct one to the customer for next day AM delivery, free-of-charge. The following day, the customer left a message of thanks on Facebook and highly recommended both the company and the products. That same customer remained an advocate for months and in the end, requested to become a reseller.”

Unafraid of negative reviews, Mobility Solutions encourages customers to review the company on Google across it marketing literature

54 | www.thiis.co.uk

LEARN FROM MISTAKES Alongside the opportunity to put customer service into action in a public forum, negative reviews also enable companies to learn and change elements of its offering to prevent the situation from happening again. In this respect, negative feedback can be as valuable as positive feedback. A move that some retailers might consider brave, Mandy Burns, Brand Manager for Mobility Solutions, details how the company has incorporated both good and bad reviews into its overall marketing approach to help it continuously improve its operations. “We actively promote customer feedback both negative and positive – the best way for a business to evolve is by listening to the customer and adapting,” she elaborates. “We have recently developed a suite of marketing materials in which the call to action is very simply asking customers to tell us how we did! This message features on customer receipts from in-store purchases and packing slips in online orders. Since the implementation of the new suite

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of marketing communications reviews on Google has tripled in monthly frequency.” By encouraging customers share their experiences, Mobility Solutions is able to gain invaluable customer insights and perfect its offering, inevitably leading to a far greater number of good than bad reviews as it continues to learn and improve. DO NOT FAKE IT UNTIL YOU MAKE IT Unsurprisingly, the majority of review platforms are not eager to give hard numbers for the number of reviews they believe to be fake and with many sites not having a moderation system in place in order to post, fake reviews are considered to be a pervasive and growing problem. Many businesses claim they have been the victim of a fraudulent review left by people that are not customers to tarnish reputations. Conversely, some companies have also been suspected of purchasing fake positive reviews to improve review scores and ratings, alongside using fake positive reviews to hide negative reviews – estate agency

Checking review sites and social media can stop smouldering embers turning into full-blown PR forest fires

Protection from Unfair Trading Regulations 2008 (CPURs). Under this legislation, a trader is committing an offence if they "engage in a commercial practice which is a misleading action" which causes the average consumer to buy something they would not have otherwise. “The CPURs applies to members

“The best way for a business to evolve is by listening to the customer and adapting.” MANDY BURNS

firms Purplebricks and Foxtons were accused of employing the practice earlier in 2019 but denied any involvement. The unscrupulous practice is one that can have a number of consequences, including action taken by review platforms such as Google, which relegates guilty companies’ search engine rankings into the abyss. Moreover, speaking with Sarah Lepak, Director of Governance & Policy for the British Healthcare Trades Association, she highlighted that companies that use fake reviews not only contravene the Association’s Code of Practice but are also breaking the law. Trading practices in the UK are covered under the Consumer

56 | www.thiis.co.uk

in the context of the Code of Practice, which requires members to comply with pertinent legislation and specifically mentions the CPURs in the context of advertising and marketing, and also point of sale information,” explains Sarah. “The question with fake reviews is whether they have the effect of misleading customers into making a transactional decision that they would not otherwise have made. I would argue that they certainly do have that effect. “If a company overtly places an advertisement, it is expected to justify any claims it makes but with a fake review there is no justification of any claims or statements made, as well as absolutely no transparency; it would

definitely fall foul of the requirement in the Code of Practice to use ethical selling techniques.” In addition, fake reviews purchased for platforms such as Google are usually easy to spot, often not bearing specific relevance to the company or inconsistencies with location. For savvy consumers that do identify fake positive reviews, the damage to a company’s reputation can be far deeper and longer-lasting than an authentic negative review that has been addressed properly. PREVENTION IS BETTER THAN CURE As is so often the way, prevention is always better than the cure, particularly in the case of online reviews and if a retailer is finding it is spending more time dealing with negative reviews than on other areas of the business, it would suggest that there may be a more inherent customer service issue that needs to be addressed. As the retail landscape continues to see digital grow ever-more important, fuelled by the more digitally au fait children of many end-users, turning online to purchase products for elderly parents, the need to be prepared to react in the right way to negative reviews online has never been so important.

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trade talk

TRADE TALK:

ALEXANDRA LOMAS, CUSTOMER ENGAGEMENT MANAGER OF NRS HEALTHCARE

Having spent many years looking after the reviews that NRS Healthcare receives on popular review platform TrustPilot, Alexandra highlights the need to choose language carefully when responding to a compliant. NEGATIVE REVIEWS: LANGUAGE IS EVERYTHING! “Offering an apology to your customer is always going to be fundamental when responding to a bad review, but be careful when choosing your words. Remember, when you apologise to someone, you are taking responsibility for what has happened. “In some situations, this may be very valid e.g. if a customer has received a different product to the one they ordered, the responsibility for this clearly lies with the company. However, if, for example, you’re working with an external courier and your customer has left a bad review about where their package was left or delivered, this may an issue out of your control. “In situations such as the latter, it’s

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still important to apologise to your customer, but you also need to make them aware that the responsibility for the delivery remains with the external courier. “An appropriate response may look something like this: “Good morning Mr Walton, We’re really sorry to hear how disappointed you are regarding the delivery of your parcel. We understand how frustrating this must be. All our deliveries are made by an external courier, so once the products have left our warehouse, responsibility and control of the delivery is handed over to the courier. We do, however, appreciate you taking the time to make us aware of this issue as we take all complaints

from our customers seriously and will be sure to take this feedback into consideration when the time comes to renewing or changing our courier contract. Thank you again for getting in touch and we apologise for any inconvenience caused. Best regards, Marie” “As you can see, it is also important to thank your customer for taking the time to leave you feedback – even if it is not the feedback you were hoping for. After all, if you are not made aware of a problem in the first place, you do not have the opportunity to improve as a company and understand how to serve your customers in the best way.”

let’s get it clear…

NEWLY PUBLISHED STANDARD:

REQUIREMENTS FOR BELTS AND HARNESSES IN SEATING What are lap belts for? In wheelchairs, shower chairs, or other seating systems, some are designed for restraint in an accident, some just for safety to protect the occupant from falling out, and some for postural control (known as postural support devices or PSDs). The design and positioning for each of these different functions is different.

ostural support devices, such as positioning supports, have a specific purpose, which is to support an individual, to help maintain and increase day-to-day functionality for the individual, and to protect against the development of skeletal deformities, or to correct them. These devices, with their postural support purposes, are not to be confused with safety belts and similar devices designed to act as vehicular occupant restraints, nor with simple ‘safety’ belts. The records of MHRA (Medicines & Healthcare products Regulatory Agency) show that over the last

15BSyears have beenpositioning four 8625 there showing optimal of a pelvic positioning belt in front reported deaths and 17 serious of the hip joint to protect against the injuries in the UK involving, or keeping pelvis sliding forward and thus the pelvisto, in afailures neutral relating upright position attributed to pelvic

60 | www.thiis.co.uk

posture supports or anterior trunk postural support devices. These deaths are thought to have occurred as a result of inappropriate placement, adjustment, or failure of the supports. Users appear to be confused as to best practice, and the reasons why postural supports need to be placed and adjusted according to the occupant’s needs. The MHRA originally provided guidance in the UK on the placement of pelvic positioning supports, but the advice was in effect more appropriate for wheelchair tie down and occupant restraint systems, rather than positioning supports. This advice was updated in 2015 in MDA/2015/018. This new guidance placed the onus on the manufacturer or equipment prescriber to decide what might be best for an individual; although with minimal guidance on how this is to be ensured. This introduced the risk of a variety of interpretations, which might not be consistent, and which could cause further confusion. For this reason, a British Standard, BS 8625, has been produced which specifies requirements for the selection, placement, and fixation of flexible postural support devices

Dr ter Haar has been involved in seating and mobility for over 30 years, including lecturing internationally, and developing international seating standards. within seating devices and systems, including wheelchairs. Seating postural support devices (PSDs) can be involved in one or more situations, including static seating, wheelchair seating, shower chairs, etc. The PSDs enable the seated person (the occupant) to be positioned to maximize their functional activities in a safe environment. These requirements

have a balance of maintenance of posture and of safety. This British Standard has been created for use by clinicians, engineers, carers, occupants, manufacturers, retailers, and repairers. BS 8625 gives guidance on the benefits and downsides relating to the appropriate vs inappropriate choice and positioning of belts and harnesses, including topics around: restraint vs positioning, safety, paediatric positioning, materials, and transportation. Specific advice is provided around pelvic positioning, and then trunk, leg, foot, head and wrist support. There are instructive annexes on: A. How to measure a person; B. How to measure a PSD; C. The difficulty relationship between the operability of PSD and cognitive and/or physical dexterity level of occupant; D. PSD mounting devices; E. Prevention of risk of asphyxiation. Apart from the specified

BS 8625 showing the new label for use with chest or shoulder harnesses

requirements – i.e. the ‘shall’ specifications (such as: “Seating systems and wheelchairs shall be supplied with space available to mount PSDs in the positions required by this British Standard”; “PSDs shall be tested in accordance with the tests in ISO 16840-3, and have passed the tests”; etc.) – there are commentaries setting the scene for the requirements.

‘Let’s Get it Clear’ by Dr Barend ter Haar One in a series of occasional resumés of aspects in the world of posture and mobility where there are common misconception and myths to be addressed to promote better practice. Further items can be found at www.beshealthcare.net If you are interested in receiving further information on the topic, please contact barend@beshealthcare.net

In BS 8625, clinicians now have access to definitive information which was previously missing from the MHRA guidance. Following the requirements within BS 8625 will lead to better outcomes, and improved safety for medical equipment users.

events diary

round-up

November 6, 2019 - Mercure Maidstone - Great Danes Hotel, Kent – OTAC - www.otac.org.uk or 02921 900402

NATIONAL TRUST TO BECOME DEMENTIAFRIENDLY

December 4, 2019 – Llechwen Hall, Cardiff – OTAC - www.otac.org.uk or 02921 900402 January 22, 2020 – Midlands – OTAC - www.otac. org.uk or 02921 900402 January 27–30, 2020 - Arab Health - Dubai World Trade Centre - www.arabhealthonline.com February 5, 2020 – Llanelli, Wales – OTAC - www. otac.org.uk or 02921 900402 March 3-5, 2020 - Medtrade Spring - Mandalay Bay Convention Centre, Las Vegas - www.medtrade. com March 4, 2020 - Kidz to Adultz Middle – Coventry www.kidzexhibitions.co.uk March 17 - 18, 2020 - Naidex – NEC, Birmingham www.naidex.co.uk April 1 – 2, 2020 - Med-Tech Innovation Expo 2020 – NEC, Birmingham – www.med-techexpo.com April 22, 2020 – Leeds – OTAC - www.otac.org.uk or 02921 900402 May 7, 2020 - Kidz to Adultz South – Farnborough International Centre - www.kidzexhibitions.co.uk May 13, 2020 – Exeter – OTAC - www.otac.org.uk or 02921 900402 June 24-25, 2019 – Health+Care – Excel London www.healthpluscare.co.uk July 2, 2020 - Kidz to Adultz Wales & West – Bristol - www.kidzexhibitions.co.uk July 12, 2020 – Disability Awareness Day 2020 - Walton Hall and Gardens in Warrington - www. disabilityawarenessday.org.uk September 23 - 24, 2019 - The Emergency Services Show 2019 - NEC Birmingham - www. emergencyuk.com September 23 - 26, 2019 – Rehacare – Dusseldorf – www.rehacare.com October 14 - 15, 2019– The Care Show – NEC Birmingham - www.caredementiashow.com November 2 – 4, 2020 - Posture & Mobility Group Conference - Telford International Centre, Shropshire - www.pmguk.co.uk 62 | www.thiis.co.uk

The National Trust and Alzheimer’s Society have announced an ambitious three-year project to make all of the Trust’s 500 historic and countryside sites dementia-friendly. The project will see the National Trust invest in improving the accessibility of hundreds of sites, including improved signage, new facilities and modifications to materials used on paths and car parks. Additionally, the heritage charity’s 74,000 employees and volunteers will receive dementia training and education under the Alzheimer’s Society Dementia Friend’s program. The National Trust also confirmed it will develop specific dementia services, such as cafes, tours and social events, as well as take heritage to the community, visiting local care homes, hospitals and day centres to help drive for more dementia-friendly communities. www.nationaltrust.org.uk

INSTALLERS NO LONGER NEED CSCS CARDS A change to the Construction Skills Certification Scheme (CSCS) has meant mobility companies fitting ceiling track hoists and baths will no longer need to carry a CSCS card to gain access to building sites. Previously, individuals from the industry working on a site were required to hold an CSCS card, providing proof that the installers and fitters working on a construction site had the required training and qualifications to carry out their role safely. For ceiling hoists and shower/bath installers however, the card had been difficult to obtain because of no recognised NVQ’s relating to hoist or bath installation, resulting in site managers often being reluctant to grant access due to health & safety concerns. Recognising that a number of occupations are non-construction related and should not be covered by the scheme, CSCS confirmed it will no longer be issuing cards for installers of hoists and bath products, with it now being the responsibility of site managers to induct non-construction related workers and escort them where appropriate to carry out their work safely.

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recruitment

Home Demonstrator (x2) South East – London – East of England Full-time • Salary: Negotiable Spring Chicken is a young, exciting start-up with the aim of making life easier and brighter for the ageing population and those with specific conditions such as Arthritis, Parkinson’s, Dementia and more. Founded in 2014, Spring Chicken has grown rapidly, developing an online Facebook community of over 300k followers and 70k email subscribers, who enjoy Spring Chicken humour and entertainment! Spring Chicken’s online store sells a variety of assistive aids and gadgets to support the challenges of daily living for those with conditions or those getting older, including high-value mobility products, such as powerchairs, riser/recline chairs, adjustable beds and more. Joining Spring Chicken gives you the opportunity to be a part of a fast-growing business, where no single day will be the same. As a start-up the role will be varied and at times you may be asked to support in other areas of the business, too!

What we’re looking for We’re looking for 2 ambitious, driven and personable Home Demonstrators to join our growing team. The primary responsibility of the Home Demonstrator will be to demonstrate our high value mobility products such as powerchairs, scooters, chairs and beds to our customers in their home. Our customers may be elderly or have a disability, so it is also the responsibility of the Home Demonstrator to assist them with finding the right solution for their needs. The right candidate will have a confident manner, be focussed on finding the best solution for our customers and be able

We are looking for someone to join our extensive team of Clinical Seating Specialist’s working with the Seating Production Unit based in Leeds.

Responsibilities

The successful candidate will ideally have a rehabilitation engineering background or proven clinical experience in this area; however you will receive extensive support and development through our internal training programme and will be actively encouraged to participate in external courses and symposia in pursuit of Continuing Professional Development and Clinical Excellence.

• Demonstrating high value mobility products • Reporting on demonstrations (e.g. was the right solution found?) • Assisting the Sales & Marketing team as required • Candidates should possess the following • Excellent written and verbal communication skills • Strong interpersonal skills and a “Can do”/ hands-on attitude • A desire to do things the right way and support our customers to the best of your ability • A full, clean driving licence

Your development As part of an exciting and developing business, there are significant opportunities for you to progress with the business. You will learn the grass-roots of customer contact, in order to build your knowledge and understanding of the marketing and sales process. The successful candidate will be joining the team during a significant time of growth for the company and flexibility, adaptability, initiative and teamwork are key to the role.

Warrington

OTE £27k-£30k pa

You will be responsible for, and be part of, a customer-focused team, ensuring delivery of sales targets and KPI’s whilst ensuring our exceptional company service standards are maintained. Job Description: •

Managing and motivating the team to achieve sales targets.

•

Maintaining and improving operations by initiating, coordinating and ensuring compliance to policies and procedures.

• •

Managing showroom stocks, layouts, pricing, and promotions. Ensuring staff have the product knowledge to sell effectively and enhancing this knowledge as required through effective communication and training.

www.careco.co.uk

64 | www.thiis.co.uk

The successful candidate will be expected to work and be based in North of England; spending their time with multidiscipline teams and their Engineering colleagues in associated Clinics, Special Schools and Residential Homes within the North of England. Travel and time away from home will also be an integral part of the job with regular commitments to the Seating Production Unit in Leeds. Ottobock is an acknowledged market leader in the design, manufacture and

provision of custom made seating systems for people with complex postures resulting from a wide range of ongoing physical or neurological conditions. If you feel you have the right combination of engineering and technical Skills, have an analytical and problem solving approach to your work and possess a genuine interest in making a positive contribution to the quality of life in people with complex disability then we would like to hear from you. Ottobock is a global company committed to staff development through training and education. We offer a competitive salary and benefits. For further details or an informal chat regarding this position, please contact David Barton on 0044 113 3883104 david.barton@ottobock.com To apply for this position please send your CV and covering letter to: david.barton@ottobock.com Closing Date for Applications: Friday 29th November 2019.

ottobock.com

Mobility Showroom Manager

We are looking for someone with a strong managerial retail background, and ideally, experience in the mobility industry, to make our new showroom in Warrington a success and build upon the CareCo (UK) Ltd name.

Northern England

to effectively communicate with a diverse range of people. They will also be confident in assessing someone for the need for adaptations in their environment and be able to justify this effectively (training will be provided where necessary).

To apply: cvs@springchicken.co.uk

An experienced Mobility Showroom Manager for our New CareCo Showroom opening in Warrington.

Clinical Seating Specialist

•

Planning day to day operations and reviewing results.

•

Obtaining, interpreting and acting upon sales information.

•

Training, coaching and appraising staff.

•

Promoting the business by liaising and engaging with relevant local bodies

Skills: • • • • • • • • • • •

Leadership Sales driven Commercial awareness Confidence, drive and enthusiasm Good numeracy and IT Initiative Eye for detail Good verbal and written communication skills Customer focused Staff Training People handling

To apply: Send in your CV for the attention of Matthew Smith at hr@careco.co.uk

Home Demonstrator West Midlands – East Midlands Full-time • Salary: Negotiable Spring Chicken is a young, exciting start-up with the aim of making life easier and brighter for the ageing population and those with specific conditions such as Arthritis, Parkinson’s, Dementia and more. Founded in 2014, Spring Chicken has grown rapidly, developing an online Facebook community of over 300k followers and 70k email subscribers, who enjoy Spring Chicken humour and entertainment! Spring Chicken’s online store sells a variety of assistive aids and gadgets to support the challenges of daily living for those with conditions or those getting older, including high-value mobility products, such as powerchairs, riser/recline chairs, adjustable beds and more. Joining Spring Chicken gives you the opportunity to be a part of a fast-growing business, where no single day will be the same. As a start-up the role will be varied and at times you may be asked to support in other areas of the business, too!

customers and be able to effectively communicate with a diverse range of people. They will also be confident in assessing someone for the need for adaptations in their environment and be able to justify this effectively (training will be provided where necessary).

Responsibilities • Demonstrating high value mobility products • Reporting on demonstrations (e.g. was the right solution found?) • Assisting the Sales & Marketing team as required • Candidates should possess the following • Excellent written and verbal communication skills • Strong interpersonal skills and a “Can do”/ hands-on attitude • A desire to do things the right way and support our customers to the best of your ability • A full, clean driving licence

Product Specialist South East London, Kent and Sussex £30k plus uncapped commission + bonus Our client a large, highly recognised manufacturer and supplier of mobility and rehabilitation products for both paediatric and adult market. With over 50 years in business and with continuous growth and internal promotions. They are now seeking a Product Specialist or Therapist to carry out assessments and demonstrations of their products across East/South East London, Kent and Sussex. You will be responsible for working closely with occupational therapists and physiotherapists products offered will be their seating and standing aid products mainly to the paediatric market. The ideal candidate will have good experience of having worked with rehab equipment and carried out product demonstrations to therapists in care homes and the NHS. Those from a background working in occupational therapy, sports therapy, physiotherapy will also be considered. Base salary of £30k plus commission and bonus £36k OTE uncapped, company van, home broadband, pension and life insurance scheme. Confidentially send a copy of your CV to antony@trustedrecruiter.co.uk to discuss further.

Regional Sales Manager South West England and South Wales – £30k + bonus Somerset, Devon, Dorset, Cornwall, Wiltshire and South Wales Our client is a well established and highly successful company which provides first-class customer service and high-quality products to people with special needs in the social care and public sectors. Our client’s main focus is to ensure people can live an independent life by providing them with the tools and solutions to better everyday living. You will be selling cognition and assistive technology products into schools and local authorities, and you will also be expected to conduct demonstrations and take pride in being the company’s ambassador. You will manage your own diary on a daily basis and ensure your availability for appointments to maximise your time

with your customers by finding solutions to their needs. You will be working towards daily/weekly targets and also provide training to customers and support the sales team. You will have previous experience in the assistive technology sector, selling into the public sector and also have experience in working alongside people with dementia, autism, learning disabilities and stroke and brain injury rehabilitation. You must be able to understand the customer’s needs and have detailed knowledge of cognition portfolios. You will possess a positive and professional work ethic and be enthusiastic with strong communication skills. Self-motivation is key and confidence in commercial and consultative selling is desired. You must hold a full clean valid UK driving licence. £30k + bonus, company car, laptop, phone, pension, 25 days holiday (increasing each year) To apply, please send your CV confidentially to antony@trustedrecruiter.co.uk

Product Specialist North Central England - £28k plus commission structure (£34k OTE) Manchester, Leeds, West Yorkshire, South Yorkshire, North Lincolnshire Our client a large, highly recognised manufacturer and supplier of mobility and rehabilitation products for both paediatric and adult market. With over 50 years in business and with continuous growth and internal promotions. They are now seeking a Product Specialist or Therapist to carry out assessments and demonstrations of their products across the central part of the North. You will be responsible for working closely with Occupational Therapists and Physiotherapists products offered will be their seating and standing aid products mainly to the paediatric market. The ideal candidate will have good experience of having worked with rehab equipment and carried out product demonstrations to therapists in care homes and the NHS. Those from background working in Occupational Therapy, sports therapy, physiotherapy will also be considered. Base Salary of £28k plus commission structure £34k OTE, company van, Home Broadband, pension and Life Insurance scheme. Confidentially send a copy of your CV to antony@trustedrecruiter.co.uk to discuss further.

0333 0144 014 www.trustedrecruiter.co.uk www.thiis.co.uk | 65

recruitment Do you enjoy variety in your daily work? Do you enjoy helping people? Do you have experience of working with the NHS, Charities or in the Education Sector? Would you like to work for an Innovative British Manufacturer who has been delivering ‘Game Changing’ products to the Healthcare sector for over 50 years? Symmetrikit Postural Care is the Market Leading Manufacturer of Postural Care equipment providing Specialist equipment to Children and Adults with Complex Physical Disabilities. We sell to the NHS, Social Services, Education Facilities, Charities, Care Homes and also to Private individuals.

The successful applicant will be involved in all aspects of selling, but the role also includes conducting physical assessments alongside therapists, setting up / commissioning of products, presenting courses and training customers and Health Care Professionals.

We have considerable growth plans over the next 5 years and a number of new products in development. Come and join us at an exciting time...

• • • •

Area Sales Manager: Yorkshire Area Sales Manager: Nottinghamshire, Derbyshire and Lincolnshire Competitive basic salary with expected OTE of £40-50k This will be a career move that will be both challenging, fulfilling and rewarding on a daily basis and will suit an individual prepared to make a long term commitment. You will be joining a successful team and a Company that rewards hard work. The successful candidate should be a highly motivated professional with a proven track record of success in a number of key areas within a field sales environment. Should be a team player, flexible and should possess the ability to develop relationships.

Key Skills: Ability to Learn Consultative selling Presentation Excellent Organisation/Time Management • Journey Planning • Relationship building A FULL UK Driving Licence is necessary. A top of the range company van. A laptop, Mobile Phone and company credit card are provided. All expenses will be met by Symmetrikit Postural Care We have a Company Pension available. Holiday entitlement is 23 days per annum. After each 5 years’ service, you will be entitled to an additional 15 days holiday in the following holiday year. This will repeat in every 5 years following. START DATE: To be mutually agreed

If you are a driven, self-motivated people person, please apply with FULL CV to: phil@symmetrikit.com

Check the ‘Jobs On Offer’ section of the website for more opportunities Take a look at the recently added positions Regional Product Specialist Contracts/Bid Writer Manager Operations Manager Area Sales Manager Product Specialists

www.thiis.co.uk

DOING ANY TRAINING? If you are providing training for the trade, then simply send us the details of the course, the date, any costs, the venue and the contact for booking places and we’ll include it in the diary. Email info@thiis.co.uk with any details you have.

NOVEMBER Disabled Living Foundation - Trusted Advisor: Advising and Referring for Independence at Home – Level 1 – 1st Nov – Wenman Mobility, Warwickshire £195 Direct Healthcare Group – Seating Awareness Day – 6th Nov – Stoke-onTrent – FOC Electric Mobility – Engineer training for Electric Mobility retailers – 13th Nov Ilminster, Somerset – FOC (only available for Electric Mobility retailers) Disabled Living Foundation - Trusted Assessor: Assessing for Minor Adaptations – Level 3 – 4th & 5th Nov – Wenman Mobility, Warwickshire - £400 Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 5th & 6th Nov – County Durham – FOC (for NHS staff members)

66 | www.thiis.co.uk

Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home – Level 4 – 7th & 8th Nov Wandsworth, London - £420 Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 19rd & 20th Nov – Liss, Hampshire – FOC (for NHS staff members) Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 19th & 20th Nov – Market Harborough, Leicestershire – FOC (for NHS staff members)

DECEMBER Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 3rd & 4th Dec – County Durham – FOC (for NHS staff members) Disabled Living Foundation - Trusted Assessor: Assessing for Minor Adaptations

– Level 3 – 2nd & 3rd Dec - Wandsworth, London - £400 Disabled Living Foundation - Trusted Assessor Refresher – 11th Dec – Wenman Mobility, Warwickshire - £195 Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home – Level 4 – 12th & 13th Dec - TPG Disable Aids, Herefordshire - £420

CONTACTS FOR BOOKINGS Electric Mobility – Call Rebecca Bateson on 01460 258158 or email rebecca.bateson@ electricmobility.co.uk Direct Healthcare Group - marketing@ directhealthcaregroup.com or call +44 (0) 800 043 0881

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