Early Intervention Helps Patients, Increases Referrals

Compliance is king when it comes to treating patients with sleep-disordered breathing. UniMed, a 28-year-old company with locations in Kansas City, Mo., and Lenexa and Wichita, Kan., knows early intervention is essential for these patients. So, UniMed commits both to patients and its referral sources that the company’s staff will get involved early — and will stay involved to ensure the best outcomes.

Twenty-five percent of UniMed’s business lies in treating SDB, according to President Brennen Garry. He says technology is a strong aspect of the company’s success.

“We started the program with sound clinical policies and use higher-quality sleep products than other companies [in our market areas],” he explains. “We invest heavily in technology as a way to separate ourselves.”

The approach also has enhanced UniMed’s marketing. “We get our share of sleep business because we specialize in service, and that focus gets passed along to our patients’ physicians, which in turn drives referrals,” Garry notes.

The company also promotes its ability to take care of patients expeditiously.

“We have a lot of competition in the sleep market, so we have to be on our game. Our service is faster than anyone in the market, and our physicians are often surprised that patients are set up so quickly,” he says.

Early on, UniMed saw that patient compliance was difficult. However, when a more aggressive follow-up was initiated, compliance increased.

“We call within 24 hours and again at seven days and 21 days. The 24-hour follow-up call is to answer any questions that may have come up during the first night’s use,” explains Garry. “The seventh day follow-up call is critical because, often, the patient decides within a few days whether or not they are going to stick with the therapy.”

Several factors can lead to non-compliance, such as a bad seal, a skin reaction to the mask or difficulty breathing against the pressure. Garry says any of these things can cause patients to abandon their therapy.

“If you can make sure patients are comfortable from the beginning, the benefit to their health is evident and they are more compliant because they feel great,” he adds.

UniMed’s patients also can receive a new mask at no additional charge during the first month of therapy if they feel the mask they were given is not appropriate. Although this policy increases costs, the company feels it is necessary to ensure patients get optimal benefits from their sleep therapy.

To ensure lifelong compliance, UniMed’s Sleep Therapy Supply Center is set up to provide ongoing supplies to its patients. Sleep therapy patients are contacted every three to six months and are offered the opportunity to receive replacement supplies such as masks, headgear, tubing and filters. If an order is placed, the supplies are delivered via UPS. These routine follow-up calls also allow UniMed’s staff to discuss the effectiveness of the patient’s therapy and address any issues or concerns they have.

UniMed’s strategy is working.

“Our patients are healthier and have a better quality of life after they have used their CPAP correctly for a week or two. ‘It’s really making a difference’ — that’s what we hear most often,” says Garry. “People just can’t believe how bad they really felt before once they are no longer sleep-deprived.”