During Medtrade, held the end of last month in Atlanta, I discussed with several industry players the many facets of the impending Health Insurance Portability and Accountability Act. Interestingly, one person likened the way some home medical equipment providers deal with HIPAA to the way ostriches deal with danger or stressful situations: by burying their head in the sand until the problem goes away.

But, after researching it, I found my esteemed colleague was flat-out wrong. HME providers who hope HIPAA will just sublimate into the atmosphere are nothing like ostriches. Why? Because, unlike some of their HME provider counterparts, ostriches actually don't bury their heads in the sand.

As much as it defies logic, there are some providers who are still under the impression that HIPAA is a concern for other health care providers — not HME providers — and certainly not HME providers who outsource their billing functions, as one provider told HomeCare's contributing writer Susanne Hopkins, author of this month's HIPAA cover story (see page 28). “I don't really have much to do with [HIPAA], because we outsource all our billing,” the provider says. “So it's really up to the company that does the billing.”

Wrong answer! In fact, not only is it wrong and misguided, but in the long run, it is going to be costly as well. Although no precedents have been set, not adhering to HIPAA regulations can elicit fines up to $250,000 and secure 10 years in prison, experts say. I'm sure a few heads popped out of the sand after hearing that.

But, while the HIPAA countdown has officially begun, it's not too late for the minority of HME providers who, for whatever reason, didn't know or believe — or chose not to know or believe — that HIPAA applies to them and their business, to take the proper compliance steps. And, I'd advise those providers who are behind the HIPAA eight ball — and those that are prepared — to read Hopkins' feature, which gives insights into how providers have prepared, and are continuing to prepare, for HIPAA compliance.

I'd also like to weigh in quickly on Medtrade Atlanta. It may be because this was my first Atlanta show, but I thought this was one of the most informative and productive shows I've attended, and I received similar feedback from virtually every person I spoke with about the show's return to its roots.

This begs the question: If Atlanta is the strongest venue for a show, then why not have it here every year? Don't get me wrong. Orlando is great … if you want to bring your family and go play with the oversized mouse. But, for this same reason, it makes for a sparsely populated show. Likewise, New Orleans is great … if you like to eat, drink and be merry. But, for these same reasons, it makes for a lethargic — and sometimes nauseous — show. And while I give Medtrade management kudos for yet another well-run show, I would like to see Medtrade permanently stay in Atlanta, where business is more of the focal point than pleasure.