Kevin Gaffney is under no illusions. The new group show director for Nielsen Business Media's Medtrade and Medtrade Spring takes the reins just as the home medical equipment industry is undergoing a sea change. Legislative and regulatory mandates are increasing, the industry is grappling with a serious image problem and providers are scrambling to pull away from Medicare.
The winds of change in the HME industry are fierce, no doubt about it. But that doesn't discourage Gaffney.
“We can't affect the wind, but we can adjust the sails so that it benefits the industry as a whole,” he says.
In the following Q&A with HomeCare Senior Editor Susanne Hopkins, Gaffney shares his goals for the venerable trade show.
How is Medtrade adapting to what is becoming a whole new HME industry?
Gaffney: If I can understand how the industry works and what people are looking for, then we can develop the show so that it meets their needs. Everybody has a different need. We are trying to make it appeal to the largest audience and make it an event they want to come to.
We are partnering with different organizations so that some of the actual educational breakout sessions offered through Medtrade would [allow] folks to get continuing education units. That could start at the spring show … People also want networking opportunities. You can get all the information off books or on the Internet, but they want that face-to-face time.
We are also trying to extend the conference beyond its three-day scope and give people the benefits … We are going to look at taking some of the best sessions and putting them online so folks could get CEUs [after Medtrade is over]. Some of those sessions are really, really good, but currently, when the conference is over, it's over.
We are constantly looking at opportunities to get other segments involved in the show. NielsenHealth gathers data on trends, so we have access to that kind of information. As the industry changes and as retail comes more on line, we are definitely looking at all those things.
How do you perceive Medtrade's role in the HME industry?
Gaffney: Our main focus going forward is to live up to the mission of Medtrade: “Provide high quality and effective sales, marketing and educational and networking opportunities to companies and professionals in the HME industry.”
Over the next 15 months, we will be responding to all the points that we put out there [in our contract with the industry]. We have to prove that we are doing these things and not just saying it … Well done is certainly better than well said. I realize we have to deliver on the promises. Whatever we say, we have to deliver.
Medtrade has historically given back to the industry. Will that continue and, if so, how?
Gaffney: We strongly believe in giving back to the industry and we will continue to do that through AAHomecare.
We feel supporting their mission is critical. To date, we have contributed $4 million in support to AAHomecare and its advocacy efforts, and we plan to continue to do that and more going forward. That is direct financial contributions, not to mention the in-kind services through the show. We very strongly believe in supporting them and what they are trying to do.
Some of the largest manufacturers have said they will not be at Medtrade this fall. How will that affect the show?
Gaffney: Clearly, the support of the top companies is important for any show. We certainly respect the decision of some of the big manufacturers to sit out this year. Their absence is not something we are happy about, but we are confident that the attendees will still find what they are looking for at this show.
We're pretty confident we will be able to turn the corner and get some of those companies back on board with us maybe as early as the fall and, if not, then the show next year.
What are your goals for Medtrade's future?
Gaffney: I think the key for growth and sustainability is to … provide the effective opportunities that people expect and desire. They want to be educated, they want to make their businesses better, they want to make their careers better. We are going to be listening to what the industry wants and find ways to deliver it.
In terms of size, maybe [Medtrade won't be as big as it once was]. But we want to get that vibe back again. We want people to get excited, come out of there charged up and be excited about getting back to their offices and doing the good work that they do.
This is the industry's event. Medtrade has been around the longest. And we have a responsibility to deliver an event the industry as a whole is proud to be a part of.
That's a responsibility I take very seriously … With our partnership with AAHomecare, we hope to continue to take it to the next level. The goal is [for manufacturers and providers to feel] not that they have to be there but that they want to be there.
Medtrade's Contract With the HME Industry
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Address current needs through more focused education, both face to face and on line, with an emphasis on competitive bidding, reimbursement, accreditation, and diversifying revenue streams through retail opportunities.
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Identify future opportunities and develop an educational focus to meet that need.
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Financially and physically support industry efforts to curb competitive bidding. Participate in and help finance lobbying efforts to demonstrate the value of the home healthcare industry. Focus on industry unity through networking, grassroots efforts, and visibility in Washington, D.C.
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Explore ways to provide new revenue sources for HME providers through managed care, private pay, and retail options.
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Strengthen the shows by adding enhanced Accreditation Central, a competitive bidding resource center, a retail redesign center, and more.
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Provide a better return on investment for exhibitors/marketers by a return to dedicated exhibit hours, especially at the beginning of each show day. Stage Medtrade in Atlanta and Medtrade Spring in Las Vegas.
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Present opportunities for our constituents to provide products and services for a growing, aging population through education, enhanced buyer/seller opportunities, and research using the vast resources of The Nielsen Company.
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Provide a new venue/event in Washington, D.C., in cooperation with AAHomecare to include a legislative roundtable, an educational opportunity, and a business forum for providers and manufacturers.
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Provide the best service and return on investment for our exhibitors, attendees, and association partners.
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Listen to our constituents' wants and needs and react quickly and decisively.
