Speaking Out

Those who know Joan Cross would call her anything but “quiet.”

“If you’re quiet, you’re not going to get anything,” says the co-owner of Bradenton, Fla.-based C&C Homecare.

One of four recipients of HomeCare magazine’s 2004 HomeCaring Awards, Cross has made her voice loud and clear — from Florida to Washington — on issues that affect HME providers. The past president of the Florida Association of Medical Equipment Services (FAMES) also helped mobilize others to fight for these causes, including suing Florida’s Medicaid agency in 2002 to block competitive bidding for DME.

“Her valiant efforts brought that to a halt but, more importantly, solidified FAMES into an effective voice for all the DME dealers,” said Sheldon Prial, a HomeCare columnist and one member of the seven- judge panel for the awards. “Many of the dealers I know have told me how she has been able to make the time to help them through many of their difficulties.”

Recently, HomeCare talked to Cross about her involvement in HME.

HC: You’ve been in the business for about 20 years now. What motivates you to remain active?

Cross: I don’t have a right to complain if I don’t get involved — and, of course, I like to complain. If I don’t do it, no one else is going to.

HC: What is the greatest challenge HME providers face today?

Cross: As a provider, it’s the red tape and difficulty getting paid. You provide services, do everything as legally as you can do it and you still don’t get paid. Every time you turn around there’s a new rule, and no one knows about it. It’s very frustrating trying to be a decent company.

HC: You’ve been involved in lobbying efforts state and nationwide. What do you consider your most important victory?

Cross: I was very proud of the fact that we were able to put off competitive bidding in Florida until now. We received donations to try to help pay for [our lawsuit]. It cost over $100,000, and the fact that so many people were willing to help us was substantial; we had a lot of involvement from people who were not necessarily FAMES members. The effort put forth made everyone realize we were very serious. I’d like to get more people to understand that it takes us all.

HC: What is another accomplishment you’re proud of?

Cross: Senator [Bob] Graham’s administrative assistant once said she thought most people didn’t mind competitive bidding and even encouraged it. And she told me that anyone who opposed it was welcome to call the office. So I called everyone I knew, and asked them to call 10 people they knew. By the end of the day there were over 5,000 responses. They had to close out her voice box and put in a new fax machine. She challenged us. That’s one of my favorite moments.

HC: Why has it been important to you to reach out to Hispanic providers?

Cross: When you start reading in “governmentalese” it’s difficult enough to read in English, let alone if English is your second language. [With new rules and proposed legislation], it was very important that everyone knew what was happening. I don’t speak Spanish myself, so we gathered a group together and had a translator explain what was happening and what they needed to do. I’m seeing a lot more Hispanic providers seeking information, making phone calls and getting involved.

HC: With all the changes looming ahead, what is your advice to other providers?

Cross: The people faced with competitive bidding will have to do the best they can to network and try to get the contract or get more private contracts. I depend a lot less on Medicare right now. In Florida, options are severely limited. Many people here are 90-percent Medicare-based. If those in rural areas don’t think they’re going to be affected by this, they have another think coming.

Chosen from nominations sent in by readers, HomeCare magazine’s 2004 HomeCaring Awards were given in recognition of distinguished service to the HME industry. HomeCare is proud to acknowledge the talent, dedication and generous spirit of those who make the HME community a better place, and who demonstrate the caring that HME is all about. See future issues of HomeCare for profiles of the other three recipients.