Health Enterprises Focuses on “Innovative Niche” Products -- MEDICA - World Forum for Medicine


Health Enterprises, Inc.

Health Enterprises Focuses on “Innovative Niche” Products

NORTH ATTLEBORO, Mass.--Health Enterprises Inc. is focused on developing and launching innovative product-based solutions to unmet consumer needs. It is this focus on the consumer, not market size, that separates Health Enterprises from other companies, says senior director of sales and marketing Brendan Leonard.

Given consumer time constraints, both niche and mass appeal brands share two critical merchandising success factors -- packaging and retail placement. There are three reasons that packaging is mission critical for niche brands. First, absent a name brand there is not an instant connection with the consumer. Second, without a national advertising campaign, the packaging alone must catch the consumers' eye against the myriad of products on shelf. Third, if the niche brand supplier has an environmental imperative to reduce and streamline packaging as Health Enterprises does, it is challenged by a finite amount of billboard space to educate consumers.

Even with the best packaging it is essential for manufacturers and retailers to collaborate and identify the right retail location. This is vital for niche brands which rely on placement over promotion to drive velocity. Depending on the level of newness and innovation finding the right retail location may require testing, dual placement and/or cross merchandising.

What differentiates Health Enterprises is its dedication to developing ``innovative niche'' products to better meet consumer needs, says Leonard. These products target categories that are in need of innovation because they have been overlooked by mass appeal brands either due to strategic fit or category size.

It is important for retailers to carry Health Enterprises' products because it helps them better meet the needs of their customers while generating incremental sales and profit, says Leonard.

Health Enterprises supports its brands through grass-roots efforts. For example, it recently introduced a new line of hearing aid accessories to help establish a ``retail hearing aid destination.'' An important element of the development and launch of these products was the company's work with audiologists across the country, capped by its exhibit at the American Academy of Audiology Annual Meeting.

At Medica, Health Enterprises will be launching four new products. Tru-Ice promises consumers fast (5-7 minutes), effective and mess-free ice therapy providing the full benefit of an ice bag or cold compress in less than one-third the conventional treatment time. Nite Peace is a patented, dentist designed and tested one-size-fits-all product to help stop nighttime teeth grinding (bruxism) and snoring. The UV Toothbrush Sanitizer is designed to kill 99% of the germs and bacteria that can incubate on a toothbrush with a streamlined design that holds up to four toothbrushes and one razor.

Health Enterprises is also extending its successful line of 360 Hot & Cold Therapy Braces with the new Back Therapy Brace. This unique product features a built-in hot and cold system to provide targeted relief for stiff, strained, or aching backs with five removable splints to customize the level of everyday support.

The growing need for innovative new products is truly a worldwide phenomenon. In addition to strong domestic growth, Health Enterprises is experiencing tremendous international growth with its ``innovative niche'' products, notes Leonard. In recognition of this growth, the company received the 2005 Consumer Goods Exporter of the Year Award from Commercial News USA (official publication of the U.S. Department of Commerce), and the 2007 International Trade Achievement Award from the Massachusetts Alliance for International Business.

Health Enterprises, Inc. is a worldwide leader in niche healthcare products including Medical Compliance, First Aid, Eye/Ear, Oral Care, Medical ID’s and Lice Care. Health Enterprises’ products are sold at pharmacies, supermarkets, and mass merchants in the USA and around the globe. For more information about Health Enterprises and its complete product line, please visit

Mr. Brooke Fishback, International Sales Manager, Tel: +001 508-695-0727, Fax: +001 508 695 3061,