Q&A with Medtrade's Gaffney: 2010 Show Focused on Solutions

ALPHARETTA, Ga.—There's no way to miss the fact that everything is definitely not coming up roses for the HME industry, according to Medtrade Group Show Director Kevin Gaffney. So this year's fall show, set Nov. 15-18 in Atlanta, will arm providers with the information they need to make good decisions in the rapidly changing market.

The show is bringing in high-powered speakers, has enhanced sessions on legislative and regulatory changes and has added a full track on competitive bidding. "None of us like the idea of the program," Gaffney says, "but while efforts are being made to have it eliminated, we wanted to ensure our attendees had the best information as they make the changes and decisions that will affect their long-term survival."

In the following Q&A, Gaffney details other additions to Medtrade's 2010 expo and conference, the 31st for the venerable event. "I am very optimistic about the future of the HME industry and the role it will play in the future of the world's health care," Gaffney says. "Our focus will be to continue to listen to what the industry needs and wants and deliver."

Question: The HME industry has come to a crucial point in its history, and many providers must change their business model to survive. How is Medtrade adapting to the industry changes?

Gaffney: The show is adapting in a variety of ways. There are so many areas of focus that providers must address, from legislative issues to new business models that offer fresh opportunities to increase profits. I am proud to say that with the support and assistance of our partners, advisory boards and key advocates, I have been able to create new programs and features that will enhance the overall experience of Medtrade attendees and exhibitors.

For example, this year in response to the need for comprehensive education in regard to competitive bidding, we made a last-minute revision to the educational conference program to include a track that focuses specifically on that topic. None of us like the idea of the program but while efforts are being made to have it eliminated, we wanted to ensure our attendees had the best information as they make the changes and decisions that will affect their long-term survival.

Also, the role of the consumer in health care choices is increasing every year. This year, we have created an in-depth program for consumers that includes specialized education in the areas of grassroots lobbying, mobility and respiratory care. We know that informed consumers make the best choices and that is our goal.