How Depend Incontinence Products Are Like Universities

Universities and Depend prices rise much faster than inflation.  Why?

by Lynn Wilson, Founder of The CareGiver Partnership.

That's a weird title for an article.  Its meaning will become clear in a minute.

The fine folks at the Depend company have decided to increase prices on their products by 5.6% in April on top of a 7% price increase in 2008.  The explanation letter included happy talk about why it was necessary and how higher pricing will 'drive sales'  The price increases will effect the big stores as well.

Depend Prices Escalating at Twice The Rate of Inflation

In total, Depend prices have increased about 13% on a compounded basis since 2008.  During the same period, the inflation rate in the U.S. has increased about 7%.  So like colleges and universities which have historically increased prices faster than the rate of inflation, prices of Depend are 'going through the roof'. 

Now, I may not know too much about business, but it seems to me, if you are selling a product to folks, many of which are on fixed and limited incomes, increasing prices at such an alarming rate isn't going to endear them to your brand and certainly won't help 'drive growth'. Especially since today, there are new brands such as Prevail incontinence products which offer a much wider choice of styles, sizes and absorbencies at prices about 20 percent less than Depend.  In fact, they just lowered their prices.  Prevail is now the #1 most often used brand in North America.

On the flip side, a company like the makers of Depend must be profitable in order to continue to innovate.  Depend created the incontinence category and most recently they innovated again by introducing Depend Silhouette Briefs for Women and Depend Real Fit Briefs for Men in 2012.  These products are significant enhancements in helping to provide normalcy and dignity and is a design that the other brands wish to emulate. 

We would prefer the manufacturers work harder on improving manufacturing and design efficiencies so that continual price increases can be avoided.  Like TV's and computers, we'd like to see higher quality and lower prices.  

Improving Value

I want to thank our customers for your continued business.  I really appreciate the trust and confidence you have placed in us and look forward to serving you in 2013.  Here are some ways to improve value when purchasing incontinence supplies: 

• Never Run Out. Take advantage of our Never Run Out automatic delivery service -- it helps to make life a little easier and saves you $8.00 on your first order and 5% on each subsequent purchase.  Plus, as an NRO customer, you are price protected for a full year. You can change or cancel your order at any time.  That's it - very convenient.

• Manufacturers coupons.  Send us your coupons.  We gladly accept all manufacturers coupons and unlike the big stores who sell by the bag, you can generally use 4 to 6 coupons for each case you purchase from us.  This can save $6.00 or more off a case depending on the coupon value and number of packages in a case.

• Try different, lower cost options using our 'try before you buy service'.  The average person buying incontinence products for the first time wastes well over $100 in trial and error mode trying to figure out which product, size, style or absorbency may be best for them.  Avoid this costly mistake by taking advantage of our incontinence product sample service.  

Here is why customers appreciate The CareGiver Partnership.

•  Call us.  We're here to help you.  Unlike the big stores, we have real people who provide real service.  Our team of ladies are knowledgeable about incontinence products and they're all current or former caregivers themselves.  They will take the time necessary to suggest products which may work best for you.  Certainly, the 18-year old stock clerk in the stores doesn't have a clue and pharmacists today are filling 10 times as many prescriptions compared to just 10 years ago, so its hard for them to get on the other side of the counter.  Our number is 800-985-1353 M-F 9-4 CST.

• Buy Depends before April.  If you prefer the Depend brand and order before April 1, you will save about $5.50 to $6.00 per case of pull-on underwear (as an example).

• Holding the line on fuel surcharges.  We have also been holding the line on fuel surcharges from our shipping partners and intend to do so in 2013.   

Call us.  We're here to help you.

The CareGiver Partnership is a national direct-to-consumer retailer of home healthcare products for incontinence, skin care, mobility, daily living aids, nutrition support and more. In its sixth year of providing products and services that help caregivers and loved ones maintain personal dignity, the company also offers an online library of more than 1,200 family caregiver resources and personal service by experts in caregiving. Call 1-800-985-1353 or visit online. 

Tweet