Expect the Inevitable

Some things are just so predictable. We can be sure summer is coming, that we will get older and that there will be days when our patience will be put to the test. In the home care business, we also have certain predictables — one is that someone is going to toy with our reimbursement rates.

Could HME be the most misunderstood segment of the health care industry? It's possible, and it appears that this misunderstanding will continue. What we do know is that we must prepare for a changing health care landscape.

However, providers should not let the present environment frustrate sales efforts to meet the needs of a tremendously growing market, or efforts to reach potential customers. The revenues are out there, but they will only be available to those who plan and refocus. As you face the coming challenges, consider the following important sales and marketing strategies:

1. Review your revenue sources by payer — Take time to learn and track where your money comes from. What percentage of your business comes from private insurance, Medicare and Medicaid? Understand the effects any reimbursement changes will have on your business.

   Once you have this information, share it with your employees. Remind your sales and marketing staff to refocus efforts in locating new clients and improving service. The competition is growing, and it is coming your way — from the new store down the street to the hundreds of online locations seeking your customers' business.

2. Determine the retail markets for your products, and look for new accounts that will be interested in what you offer — If you have products for the retail segment of your market, make sure you let all of your customers know. If you sell products that insurance does not cover but that can make life easier for your customers, make sure that you are spreading the word.

3. Identify referral sources according to the types of patients they serve, and learn more about the work of these important customers — If you understand the types of patients your referral source works with, you will know the kinds of products that will interest them. The more you know about your customer, the more focused your sales presentation can be.

   Their customer base may be changing with new services being offered, which means that you may need to change the talking points in your sales call. Keep all of this information in your account assessment form, and keep that form updated.