For over five decades, Icare Medical Group has been transforming lives with its medical bedding. From its beginnings in 1970 as a supplier of standard beds and bedroom furniture in New Zealand, the company has evolved into a leader in customisable homecare beds. Central to the company’s success is its marketing strategy, that focuses on personal relationships and product innovation.
Marketing Specialist Cherie Campion has spent the past 12 years shaping the Icare Medical Group brand and expanding its reach across New Zealand, Australia, and now the United States, as a trusted name in the healthcare sector.
The business’ roots trace back to a father-and-son duo who identified a crucial gap in the market for specialised beds. While the business originally focused on traditional beds, by 2002, they had recognised the need for medical-grade homecare beds that could blend seamlessly into home environments.
“There was nothing like it at the time,” says Cherie.
“People didn’t want their homes to look like hospitals. They wanted beds that provided high-level care without sacrificing aesthetics.”
While aged care is a key market, the company also serves veterans, amputees, and people with SCI (Spinal Cord Injury), TBI (Traumatic Brain Injury) and neurodegenerative conditions.
“A lot of our customers are people who lived completely normal lives until something unexpected happened, like a car accident or a sporting injury. Suddenly, they need a bed that offers assistance, but they still want it to feel like home.”
Driven by customer feedback from caregivers, therapists, and end-users, Icare Medical Group develops beds that not only offer medical functionality but also prioritise design, comfort, and personalisation.
Ensuring buyers have control over customising their bed – from choosing colours to special features – is an important part of Icare Medical Group’s success, Cherie says.
“Rather than being lumped with a disability that you’ve got no control over, you feel great that you have a little bit more control over your life.”
Feedback from industry professionals and users has led to Icare Medical Group’s latest product innovation CurveX. This new modification softens the corners of beds, eliminating sharp edges preventing skin injuries for aged-care residents.
“We don’t just build products and push them to market. We listen, adapt, and innovate to meet real needs.”
Relationship-based marketing
Cherie says that her marketing philosophy is deeply personal. Unlike many modern brands that rely solely on digital campaigns, she says that Icare Medical Group places strong emphasis on face-to-face interactions.
“When I first started, we didn’t even do expos,” Cherie recalls.
“We flew under the radar. But when we finally tested the waters, the response was incredible.”
Now, Icare Medical Group actively participates in exhibitions across New Zealand, Australia, and the United States, including the Abilities Expo, MedTrade, ATSA and other industry expos.
Cherie says their products have a bigger impact when seen and felt in person, which then drives further engagement with the brand.
“We also provide free training and resources to occupational and physio therapists because they’re the ones recommending beds to their clients. We make sure they’re supported, informed, and confident in what we offer.”
To further strengthen industry relationships, Icare Medical Group invests heavily in giveaways and practical marketing tools.
“It’s about removing pain points and making life easier for the people who trust us,” Cherie explains.
Expansion to the US
Expanding into the United States has been one of Icare Medical Group’s biggest milestones.
Unlike New Zealand and Australia, where government funding and public healthcare systems make medical beds more accessible, the US market relies heavily on private insurance or private paying customers.
Readjusting to a new set of regulations and healthcare policies has been a big challenge, seeing a change in the company’s marketing approach from B2B to a stronger B2C focus.
Despite these challenges, Icare Medical Group has seen rapid growth in the US, thanks to Google ads, social media marketing, and strategic partnerships with dealers and expos.
Travelling overseas for work is an exciting part of the job for Cherie, however, she says that the most rewarding aspect isn’t the strategies or sales figures – it’s hearing customers’ stories and witnessing the impact their products have on people’s lives.
Recently in Chicago at Abilities Expo, Cherie met a woman who had been training for a marathon when a tragic accident left her paraplegic overnight.
The sudden change meant she and her partner could no longer share a bed – she was confined to a hospital bed while he slept in a recliner.
However, with Icare Medical Group’s partner bed setup, they were able to sleep side by side again, restoring a sense of closeness and normalcy to their lives.
“It was an incredibly emotional story.”
As Icare Medical Group continues its expansion, the Cherie says that the company remains focused on growth, product innovation, and deepening its presence in key international markets. With increasing demand in the United States, the company is steadily moving into more states while refining its marketing strategy to reach both healthcare professionals and end-users.
“The future is all about growth. We’re building on what we’ve learned, strengthening our relationships, and making sure that wherever people need us, whether it’s New Zealand, Australia, or the US, we’re there to help.”
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