Sleep

Enhance Your Sleep Business By Marketing to Primary Care Physicians

With growing public awareness of sleep disordered breathing, primary care physicians are the group that will see most of these patients. Home medical
by Kristie Burns

With growing public awareness of sleep disordered breathing, primary care physicians are the group that will see most of these patients. Home medical equipment providers have a unique opportunity to educate PCPs on symptoms, risks and treatment options for patients with SDB. It is important to get their patients who are at risk into the proper diagnostic channels and then have them referred to an HME provider so they can begin the process of becoming successful in their therapy.

The research firm Frost & Sullivan conducted a survey on the United States sleep apnea diagnostics and devices market in 2006. When questioned, independent sleep labs said nearly 50 percent of referrals come from PCPs. Although this number is encouraging, the majority of PCPs still do not inquire about sleep habits or screen patients who may be at risk for SDB.

In another survey, a questionnaire was distributed to patients immediately following an initial PCP visit at two outpatient clinics. Of the 78 adults who participated, 11 percent had no sleeping complaints, and only 14 percent were asked anything about sleeping complaints during their physician visit. The remaining 86 percent did not discuss anything about sleeping; yet, 88 percent of these patients reported sleeping complaints.

WHY TARGET PCPS?

HME providers should focus marketing efforts on PCPs for a variety of reasons.

According to a 2005 Harris Interactive research poll, 70 percent of initial discussions about SDB occur with a PCP, and 40 percent of polysomnography referrals come from PCPs. In addition, marketing to PCPs offers an opportunity to increase the volume of your sleep business by educating PCPs on the occurrence and risk factors of untreated SDB. For example, use research to show them the association between SDB and common conditions, including:

  • Over 80 percent of patients with drug-resistant hypertension have SDB.

  • Fifty percent of patients with congestive heart failure have SDB.

  • Thirty-five percent of patients with hypertension have SDB.

  • Seventy-seven percent of patients who are morbidly obese have SDB.

  • Fifty percent of patients with diabetes have SDB.

If HME providers help educate doctors in their market, they will be more proactive in bringing up sleep habits with patients.

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