According to Medline Industries, Inc., for the first time the senior group 65 years of age and older is now the largest in terms of size and percent of the U.S. population. Given recent reimbursement changes impacting the home medical equipment (HME) landscape and baby boomers outspending other generations by an estimated $400 billion each year on consumer goods and services, it’s critical to provide functional, consumer-friendly options that still promote individuality says the company. In response to these changes launched its new patent-pending, advanced Empower Rollator and FitRight Pink underwear, as well as a variety of other durable medical equipment (DME) and incontinence products and programs at the MedTrade 2013 Conference.

“The new generation of seniors is more sophisticated and educated in their buying habits and they’re looking for equipment that looks less institutional yet has a lot of helpful features,” says Rich Derks, durable medical equipment division president at Medline. “At the same time, reimbursements are declining, so Medline is developing new products and programs to help HME providers enhance quality of care and grow their business.”

Drawing inspiration from women of every age, Medline has created FitRight Pink to help women feel confident and comfortable. The FitRight Pink underwear features an extra soft, pink nonwoven fabric for a feminine appearance, a super absorbent core for exceptional dryness and leak guards for worry-free containment.

Medline also launched the new Continence Care Retail Program that is designed to help HME providers merchandise and sell continence care products. It also offers ways to diversify business models, maximize sales and expand cross-selling opportunities.

As the nation’s largest privately held manufacturer and distributor of health care products, Medline manufactures and distributes more than 350,000 products to hospitals, extended care facilities, surgery centers, physician offices, home care agencies and providers, and retailers. Named one of the country’s “Best and Brightest Companies to Work For,” Medline is headquartered in Mundelein, IL.