Medtrade Showcases New Look, Focus on Information

ATLANTA–Propelled by the hope of gaining tools to build a
firmer foundation in the ever-shifting sands of the home medical
equipment industry, thousands of providers converged on the Georgia
World Congress Center in Atlanta last week for the 29th annual
Medtrade.

The venerable expo and conference boasted some 600 exhibitors
and 170 educational sessions on everything from outsourcing oxygen
to retail and rehab.

It also held some surprises for both exhibitors and attendees,
who said they had expected a somber mood because of the
overwhelming challenges facing the industry.

The HME segment of health care has been beleaguered with such
issues as competitive bidding, currently expected to be
reintroduced sometime next year; an impending 9.5 percent
reimbursement cut and a 36-month cap on oxygen rental, both
effective Jan. 1; and escalating reports of fraud and abuse, not to
mention the country’s devastating financial reversals.

“We didn’t know going in what [to expect] with
everything going on. It’s a pleasant surprise,” said
Ryan Walker, corporate accounts manager for Graham-Field Health
Products, Atlanta. “We’ve had an excellent show, a
great turnout.”

Chris Hutchinson, global general manager for sleep for
Mansfield, Mass.-based Covidien, agreed.

“We’ve been really happy. We’ve had good foot
traffic,” he said, even as attendees filled comfy chairs to
participate in the company’s blind test that allowed them to
compare different CPAPs.

This year’s expo was enhanced by such activities as an
Oktoberfest networking event complete with food, beer and a band
hosted by Medtrade on Tuesday and Wednesday afternoons. In
addition, the new Center Stage allowed companies to spotlight their
products in a theater setting on the show floor, and at
Accreditation Central, many of CMS’ deemed accrediting
organizations presented a continuous flow of information. As well,
numerous companies hosted special events at their booths,
everything from magic shows at Roscoe Medical to foot massages
courtesy Happy Feet.

Also for the first time this year, state associations had an
area of their own. “We’re thrilled to be here,”
said Judy Bunn, executive director of both the Kentucky Medical
Equipment Suppliers Association and the Association of Indiana Home
Medical Equipment Services, who added that she hopes for an even
stronger showing of state groups next year.

Those attending also got a glimpse of what Kevin Gaffney,
Medtrade director, called the show’s “new
look”–a modernized logo in orange and green with the slogan
“Connecting the HME Industry.” That enhanced identity
will evolve further for next year’s 30th show anniversary,
Gaffney said.

For many attendees, though, the focus was on education and
information.

It was Suzanne Ludwig’s first visit to Medtrade, and she
found it so valuable that next year, she will bring another
employee with her so they can cover more ground, she said.

“The one thing I don’t like is that there are a lot
of different sessions at one time and I can’t go to all the
ones [I am interested in],” said Ludwig, patient financial
services manager for Spectrum Health in Kentwood, Mich.

Wayne Lewis with Milner Rushing Discount Drugs in Florence,
Ala., said he, too, was on the hunt for information, specifically
about software, and had had some luck.

He also wanted to learn more about the issues facing the
industry so his company could be better prepared for whatever the
future holds. “I’m trying to learn as much as I
can,” he said.

“We just don’t know as an industry what is going
on,” he said. “People are worried. We’re all
anxious. We don’t know what to expect. I think there is so
much uncertainty in this business that no one knows what to
do.”

Medtrade Spring will be held March 25-26, 2009, at the Las Vegas
Convention Center. For information, visit www.medtrade.com.