Speaking Out

Those who know Joan Cross would call her anything but “quiet.”

“If you're quiet, you're not going to get anything,” says the co-owner of Bradenton, Fla.-based C&C Homecare.

One of four recipients of HomeCare magazine's 2004 HomeCaring Awards, Cross has made her voice loud and clear — from Florida to Washington — on issues that affect HME providers. The past president of the Florida Association of Medical Equipment Services (FAMES) also helped mobilize others to fight for these causes, including suing Florida's Medicaid agency in 2002 to block competitive bidding for DME.

“Her valiant efforts brought that to a halt but, more importantly, solidified FAMES into an effective voice for all the DME dealers,” said Sheldon Prial, a HomeCare columnist and one member of the seven- judge panel for the awards. “Many of the dealers I know have told me how she has been able to make the time to help them through many of their difficulties.”

Recently, HomeCare talked to Cross about her involvement in HME.

HC: You've been in the business for about 20 years now. What motivates you to remain active?

Cross: I don't have a right to complain if I don't get involved — and, of course, I like to complain. If I don't do it, no one else is going to.

HC: What is the greatest challenge HME providers face today?

Cross: As a provider, it's the red tape and difficulty getting paid. You provide services, do everything as legally as you can do it and you still don't get paid. Every time you turn around there's a new rule, and no one knows about it. It's very frustrating trying to be a decent company.

HC: You've been involved in lobbying efforts state and nationwide. What do you consider your most important victory?

Cross: I was very proud of the fact that we were able to put off competitive bidding in Florida until now. We received donations to try to help pay for [our lawsuit]. It cost over $100,000, and the fact that so many people were willing to help us was substantial; we had a lot of involvement from people who were not necessarily FAMES members. The effort put forth made everyone realize we were very serious. I'd like to get more people to understand that it takes us all.

HC: What is another accomplishment you're proud of?