The Art of the Deal: Ellis Takes Over the Show
Just a few weeks out from playing host to more than 20,000 attendees and 900 exhibitors, Art Ellis, Medtrade's new group show director, got a curve ball from the Centers for Medicare and Medicaid Services: The agency decided to do away with the certificate of medical necessity for power mobility equipment, requiring instead that providers submit a physician's prescription and, if requested, the physician's patient records.
But Ellis saw the change as business as usual for Medtrade and VNU Expositions, Atlanta, which is bringing the home medical equipment industry's top trade show back to its hometown this year. In this business, as all players know, the only constant is change, and Medtrade's goal is to adapt to the changing scene of HME, he says.
Ellis, who took on a role as VNU's group vice president for health care early this year, fully expects the power mobility issue to be addressed at Medtrade's flagship show Oct. 18-20 at the Georgia World Congress Center. One of the show's draws, he points out, is that it's not only a place for dealmaking but a place where the industry's top players come together to answer the questions of the moment.
Ellis realizes he is taking the reins of the giant show, which covers almost 300,000 square feet of exhibit space, at a crucial time in the industry's history. “There are a lot of anxieties out there,” he observes. “But if we do our job at Medtrade, we can relieve some of that anxiety.”
In addition to showcasing manufacturers' newest technologies and products — an estimated 250,000 of them — Medtrade's education committee has put together 170 seminars covering the monumental changes the industry faces, among them competitive bidding and accreditation, with eight different courses on that topic alone. Organizers also have added three tracks that reflect both the industry's challenges and its growth in mergers and acquisitions, sleep-disordered breathing and oxygen/respiratory issues.
Other tracks on the schedule include business operations/customer service; home health/clinical issues; information technology; legislative and legal issues; pharmacy; professional motivation; rehabilitation and assistive technology; and sales and marketing. On Oct. 17, a day ahead of the official exhibit hall opening, all-day sessions include the Continuum of Care workshop, which will focus on respiratory issues and rehab; and a separate session on reimbursement, with a panel of experts to lead attendees through the intake process to qualification, accounts receivable management and audits.
The idea, says Ellis, is to “make sure we are meeting the attendees' needs so they can survive and grow.
“We don't want to rest on our laurels,” he continues. “It's our job to stay ahead of the curve and react quickly to the needs of the industry.”
Ellis notes he is heartened by the number of new manufacturers coming into the marketplace. “This industry is positioned in the next years to be really strong, according to U.S. demographics,” he says. “I'm excited to be a part of it because it plays such a vital role in people's lives.”
Schedule At-A-Glance
MONDAY, OCT. 17
8 a.m.-5 p.m.
Continuum of Care Conference Reimbursement Conference
TUESDAY, OCT. 18
7 a.m.-5 p.m.
Registration
7:30 a.m.-8:15 a.m.
Opening Session
8:30 a.m.-Noon
Educational Seminars
10 a.m.-5 p.m.
Exhibit Floor Open
5:30 p.m.-7 p.m.
Medtrade Welcome Reception & Awards Ceremony — 2005
HomeCaring Awards™
WEDNESDAY, OCT. 19
7 a.m.-5 p.m.
Registration
7:30 a.m.-8:15 a.m.
Opening Session
8:30 a.m.-Noon
Educational Seminars
10 a.m.-5 p.m.
Exhibit Floor Open
THURSDAY, OCT. 20
7 a.m.-3 p.m.
Registration
8:30 a.m.-Noon
Educational Seminars
10 a.m.-4 p.m.
Exhibit Floor Open
Winning Strategies with HomeCare®
Don't miss these special sessions sponsored by HomeCare.
TUESDAY, OCT. 18
10:30 a.m-noon
Winning Strategies for Marketing within Legal Parameters
In this panel discussion, attorneys Cara Bachenheimer of Invacare Corp., Jeffery Baird of Brown & Fortunato and Asela Cuervo of the Law Offices of Asela Cuervo will focus on steps providers can take to grow their businesses, in addition to the legal parameters that govern marketing, joint ventures and other strategies.
WEDNESDAY, OCT. 19
10:30 a.m.-noon
Winning Strategies for Benchmarking HME
Compare your business costs, revenue and profitability with others in the market in this must-attend session presented by Bruce Brothis of Alternative Billing Solutions, Jack Evans of Global Media Marketing and Wallace Weeks of Weeks Group.
THURSDAY, OCT. 20
10:30 a.m.-noon
Winning Strategies for Referral Marketing An expert panel —
including Mary Ellen Conway, Capital Healthcare Group; Tom Coogan,
Care Medical; Adrianne Feinberg, Piedmont Hospital; and Roy
Jennings, Circle of Life Hospice — will share tips on how to
become a preferred provider. Learn how to approach, educate and
sell referral sources in this session moderated by Jack Evans.
TUESDAY, OCT. 18
8:30 a.m.-10:30 a.m.
HME Makeover Workshop Participate in this popular, hands-on
workshop to redesign your own HME showroom. Learn how space,
traffic flow, lighting, display, color and product selection
generate more sales to transform your store into an attractive and
profitable retail space. Jack Evans of Global Media Marketing and
Ed Lemar of Gladson Design Group, two of the industry's leading
retail showroom designers, will lead this special session.
