HC: Give us a little background about Medtrade’s role in the industry.
KG: There are a lot of events these days competing for a providers’ time, money and attention. We recognize that, and we’ve evolved to meet changing demands throughout the years. Medtrade has strong brand recognition in the minds of HME providers, but that is not close to enough. Working with the best people is one way to ensure we stay on the right track and never get complacent. We have a fantastic educational advisory board that includes many industry experts who have wonderful opinions, and are well respected, knowledgeable and most importantly, know what providers want. Our board members pull no punches in their assessment of what’s good about Medtrade and what can be improved. These days, attendees want both education and the latest products. It’s not a case of either/or, so we provide the best of both worlds. We know it takes time and money to get to Atlanta, but the face-to-face interaction is invaluable, because true networking is possible. Because of everything that the HME industry is currently facing, this is probably the most important Medtrade show in its history. It is the place to be if you want to know what’s happening and understand what it means for you. It will be the place to unite and work together to propel the industry in the right direction, despite the many roadblocks placed in our path. There is great strength in numbers, and our voices will become much louder.
HC: Tell us about how participation in Medtrade is looking so far this year.
KG: As of late June, 92 percent of Medtrade exhibit space had been reserved, which is in line with last year. I expect to sell all of the remaining available space prior to the expo’s official start on October 16. To clarify, the conference runs from Oct. 15-18, and the Expo runs from Oct. 16-18. The strong early bookings show a cautious optimism among manufacturers who know that patient demand in the coming years will be robust. The numbers are a firm indicator that manufacturers are ready and willing to work with HME providers who survive the carnage of competitive bidding. At the same time, they no doubt hope the Market Pricing Program will ultimately win out.
HC: How is Medtrade approaching the challenges the industry is currently facing?
KG: It seems that home care never has a year of quiet stability, and 2012 could well be the most volatile year the industry has ever seen. With so many providers putting in bids for Round 2 of competitive bidding, there’s unprecedented uncertainty in the industry. I also expect that the Supreme Court decision to uphold the Affordable Care Act constitutional will have some additional affects, and I have to think they would not necessarily be positive. This is an industry filled with innovative providers, and those that remain want to do more than just survive. They want to thrive, and Medtrade is the place to accumulate knowledge, network with other providers and see all the products available. As for those professionals who think they can’t afford to attend the show on their tightening budgets, can you afford not to? I completely understand where the hesitation to invest the time and money to attend comes from, and I realize that my position as group show director obviously gives me a considerable bias. However, the chorus of encouragement is not limited to me—not even close. Nothing less than the most prominent advocates, consultants and fellow providers believe that Medtrade is simply too valuable to pass up. There is way too much at stake this year to take a “wait and see” approach.
HC: Will you have a New Product Pavilion this year?
KG: Yes, as in years past, exhibitors will have the opportunity to feature their latest products and devices in the New Product Pavilion. Attendees can get an advance online preview—as well as a better sense of the benefits these new products will provide to customers—by visiting Medtrade Connect at the website listed below.
To learn more call 800-241-9034 x5446, e-mail kevin.gaffney@nielsen.com or go online to www.medtrade.com.
