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.

Also, the premier of the NextGen Medtrade Accessible Home is an
exciting project that will inspire HME providers and consumers
alike. The home will showcase the latest advances in accessibility
and will highlight the many ways people can “age in place.”
Hopefully, providers will see new business opportunities that can
help distinguish them from their competitors and provide additional
services for their customers.

I have to again mention the industry support and involvement
that has dramatically increased over the last couple of years. The
roles of the educational and exhibitor advisory boards have been
enhanced in many ways, and the results are tangible. The creation
of a consumer-focused advisory board has been critical as we reach
out to this population. Also, the input from members of the Blue
Ribbon Task Force is immeasurable. I came into this position and
immediately asked for feedback and, honestly, criticism. The
results are what you will see when you attend this year’s show.

Question: The keynote speaker this year will be Clifford
Schorer, an expert on free enterprise. Do you think it’s time for
an industry pep talk?

Gaffney: Absolutely! We are down but we are not
out. In spite of all that is going on, this industry is made up of
survivors. However, even survivors (and soldiers if you will) need
to be encouraged and shown that they have control over their
future. The services this industry provides are integral to the
health care system in our country. HME providers work night and day
to take care of their patients, and their efforts humble me. I hope
all attendees and exhibitors come away from Cliff’s address with
renewed energy and determination.

Question: Medtrade has also begun an initiative to get
more consumers involved in the effort to protect home care. How are
consumer groups responding, and where would you gauge their level
of buy-in?

Gaffney: We are getting good feedback from a
number of groups. We have a very detailed marketing plan to
introduce them to Medtrade, and the program we have designed
heavily emphasizes that their participation in the process is
essential if they want to remain able to make choices regarding
their health care and the providers they work with.

Question: We’re hearing a lot about a move into retail
HME. Are you seeing a bump in the number of exhibitors with retail
products at the show?

Gaffney: Cash sales are an excellent expansion
choice for providers and Medtrade exhibitors are increasingly
adding these to their product mix. The Expo is currently 97 percent
sold out, which means attendees will have an exhibit hall full of
new products to view.

Question: Providers now seem just as intent on education
at the show as they are focused on products. Do you see that as a
healthy shift?

Gaffney: I believe the balance is necessary.
The heart and soul of this industry is the products that are
provided—and I want to emphasize how amazing they are. The
amount of effort that is involved in the research and development
of new products and technologies is overwhelming and commendable.
Medtrade is the sole place to discover all of them and to interact
with their manufacturers.

At the same time, the industry’s environment is in constant
change. Providers who attend the Medtrade educational conference
have the benefit of listening to the advice of experts who are in
the trenches and have the most up-to-date information. There are so
many aspects involved in being successful in this industry and it
must seem like a juggling act. At Medtrade, providers can spend
time learning how to enhance their business operations and clinical
care while also understanding the threats that come along with a
business that is reliant on government reimbursement.

Again, we have enhanced the educational content and program
based on direct feedback from providers. We strive to develop a
program that endeavors to help the industry’s providers achieve
their business goals and objectives while keeping them abreast of
the latest developments.

Question: Where do you view this industry—and
Medtrade’s role in it—in five years?

Gaffney: I am optimistic that the hard work
that the industry is doing will pay off and prove to be successful.
Yes, there will be changes and challenges, but the need for the
products and services will only continue to increase.

As much as anyone, I want to see competitive bidding eliminated.
The unknown ramifications of the program are frightening for
everyone and that impact is still undetermined. Yet, the tenacity
of Medtrade attendees and exhibitors gives me an enormous amount of
confidence and optimism. Our role is to ensure we continue to keep
our finger on the pulse of what is needed and what is expected and
to continue to adapt and respond to those needs.

Question: What are your goals for the show’s
future?

Gaffney: Medtrade’s ultimate goal is to provide
a venue that will bring the industry closer together and to deliver
a product that the HME industry will be proud to be associated
with. Of course, I’d like to see the show grow in attendance and
participation, which to me would be a sign of a healthy
industry.

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. Our
focus will be to continue to listen to what the industry needs and
wants and deliver.

For more information on Medtrade, Nov. 15-18 at the
Georgia World Congress Center in Atlanta, visit www.medtrade.com.