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The home care CPAP market has grown steadily over the past decade and will continue to grow as more and more Americans are identified with obstructive sleep apnea. As many as 18 million Americans have 0SA; that's one in 15 people, or 6.62 percent of the population. To estimate the number of people with OSA in your area, multiply your population times 6.62 percent.
An estimated one in 50 people, or 2 percent of the population with sleep apnea, remain undiagnosed. To estimate the number of people in your area who have not been identified with sleep apnea, multiply your population times 2 percent.
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The targets for CPAP are pulmonologists, primary care physicians and cardiologists. Make sure each of these types of physicians is included on your sales target list — and ensure that your sales reps understand the particularities of each of these groups.
For example, pulmonologists are typically adept at identifying sleep apnea patients, and many have their own sleep centers or work with a sleep center that identifies patients. Primary care physicians, on the other hand, need assistance in identifying sleep apnea patients as the condition may not be a part of their regular practice.
And don't forget local ear, nose and throat specialists. These physicians see lots of patients who go to them for help with snoring. Your sales reps should educate the ENTs about sleep apnea, available therapy — and of course, your company's resources.
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Create a competitive advantage in the CPAP market. One advantage to think about is how you will educate patients. Very few long-term sleep apnea patients are compliant as they simply do not want to wear their masks at night. How can you create a program that will increase compliance rates with patients? Can you add ongoing education or support to your program?
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Most HME companies want to limit the number of product lines they carry. While this is positive from a financial perspective, there may be customers who want to have a wide variety of products available for their patients. Make sure you understand the CPAP interests of your customers. Involve them in the selection of products.
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Where pulmonologists may be a more difficult target market to convert, consider educating primary care physicians and cardiologists on the identification of sleep apnea. Write your promotional materials in “physician language.” This means including case studies of patients and showing the signs and symptoms of OSA.
Make sure your reps are well educated on sleep apnea and product options if you select this strategy.
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Put in key incentives for sleep apnea for your sales reps. Consider an incentive plan that will motivate them to build a significant amount of business for your company. Think about bonuses and commissions that are linked to specific referrals for OSA.
Alison Cherney is president of Cherney & Associates Inc., a Brentwood, Tenn.-based marketing and sales consulting firm, and is the producer of Homecare Power Selling, a sales training program for home care sales reps. She can be reached at 615/776-3399 or through www.cherneyandassociates.com.
