Education & Distance Learning Enthusiasts- Etonic is helping DPM's capitalize on vital consumer and demographic trends

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Etonic is helping DPM's capitalize on vital consumer and demographic trends

Podiatry Management - August 1, 2004

Back in the 1940's, during the height of World War II, millions of Americans were glued to their radios every evening to hear news from the fronts. And one of the most prominent radio voices of the time, Gabriel Heater, started each broadcast with "There's good news tonight!"

Well, for the podiatry profession, it is worth repeating Mr. Heater's famous salutation (well, maybe it's not night), but there certainly is good news. And the news is simple. The boomers are coming. The US census says that by 2010, the over-50 age group will be the fastest-growing age group in the country, and the age group with the most disposable income. The Post-WWII generation of babies born starting in 1946--76,000,000 of them--are now approaching retirement age.

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This generation of boomers is a generation of many firsts. They are the first generation largely born in the suburbs. They are the first generation to expect to advance their educations and earn college degrees. They are the first generation to expect a longer life based on the advances in health care, nutrition, and the importance of exercise. They are the first generation brought up in front of the television set. And while national advertising was not new to them, the advertising, mass marketing and brand building efforts they were exposed to is a phenomenon that can also be considered a first.

Etonic, founded in Brockton, Massachusetts by Charles A. Eaton in 1876 when Ulysses Grant was president, and famous during WWII as a manufacturer of combat boots for the troops, started to capitalize on their brand recognition in the early 50's by introducing athletic, running, and walking shoes. And those customers, this generation of "Boomers," have remained loyal over the years and today maintain an independently-tested 68% unaided recognition of the Etonic Brand.

Now, Etonic helps you capitalize on these important consumer and demographic trends with Etonic DRx[R], a line created for and by podiatrists and Etonic's biomechanical design team. "Etonic DRx[R] is not just another Therapeutic Shoe Program," says Etonic President Dan Werremeyer. "Etonic is the only shoe company committed to design and development of new athletic style shoes for diabetics under the Therapeutic Shoe Bill. DRx[R] is the next step in our continuing program to bring state-of-the-art comfort technology to footwear."

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In addition to double depth requirements, The TSD's (Therapeutic Shoes for Persons with Diabetes) in Etonic's DRx[R] line use differing combinations of features to insure the perfect shoe for each of your patients. Many have medial support and strong heel counters to control pronation and supination. Some shoes feature Stable Air[R] chambers encapsulated in the heels for extra shock absorption, and additional ICO-10[R] (Impact Cushioning Operant) cushioning in the forefoot for impact protection, and soft dual density insoles for additional comfort. Additional features include a 100% Dri-lex lining--a seamless, one-piece lining that transports moisture away from the skin (particularly valued by neuropathy patients).

But the most important part of DRx[R] shoes are the Etonic size lasts, because each shoe size/width for both men and women has its own individual last. From a patient sizing perspective, this is key. And when added to the double depth upper, sufficient room is provided for custom or heat-moldable inserts without sacrificing cushioning and comfort.

Recent surveys conducted by the American Diabetes Association show there are 17 million people in the U.S. of Medicare age that would qualify for assistance under the TSD. The studies also show that only 30% of those Americans who qualify under the TSD are taking advantage of the benefits of this law. In other words, there are approximately 5,000,000 people who would qualify to receive one (1) pair of double depth shoes and three (3) pair of multiple density insoles per year who are not currently benefiting from the TSD. And with the number of Boomers increasing every year, podiatry is in the position to provide a valuable and needed medical service while building practices with this fastest growing demographic group. Etonic is a proud supporter of the American Diabetes Association, and sponsors promotions in cities throughout the country to help increase awareness of diabetes and raise funds to find a cure.

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Not only will the Etonic DRx[R] line address the needs of diabetes patients, DRx[R] also addresses the needs of podiatrists. As is the case with many eye-care professionals, ophthalmologists and most optometrists now have a complete in-office optical shop where a patient can immediately fill a prescription for corrective lenses, purchase frames, sunglasses, cases, and eye care accessories, or be fitted for contact lenses. Similarly, podiatrists may become shoe dispensers as a way to cover rising practice expenses at a time of declining insurance and Medicare payments. With a modest display of Etonic samples and informational brochures, a podiatrist can show patients the benefits of Etonic footwear right in the office. On average, a podiatrist can make over $200 per patient. With 100 patients, that's $20,000 per year just with the TSD. Some podiatrists may do better depending on how many diabetes patients are seen annually.

In addition, all Etonic DRx[R] products have been coded for billing by SADMERC, the government agency that assigns codes for Medicare reimbursement. Every product has a letter confirming the coding, and Etonic makes these letters readily available to the podiatrist to show that they comply with government guidelines.

Recognizing that many podiatrists do not have the space to devote to shoes or the inclination (or patience) to open a shoe store, Etonic has developed a national network of distributors who are knowledgeable on all the aspects of TSD's, and a good source of information on new legislation and codes. Their specialty is marketing directly to podiatrists and they maintain a level of inventory of Etonic DRx[R] shoes. Most Etonic distributors also offer heat-moldable inserts, which are also coded by SADMERC. There is a distributor in every area of the country to ensure that the patient receives the footwear in a timely manner.

"Your patients grew up with the Etonic brand," says Werremeyer. "And we're still making, marketing and advertising the comfortable, well-fitting fashionable shoes that they like to wear. We've made a commitment to build Etonic DRx[R] for both the podiatry profession and our most loyal generation of customers."

For information regarding an Etonic DRx[R] distributor in your area, you may call 1-888-DRX4YOU or circle #153 on the reader service card.

Circle # 153

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