Attendees Look to Vendors for Answers at Medtrade Spring

ATLANTA — They are the survivors. They are going to
Medtrade
Spring in search of new ideas and opportunities. They are
looking to be proactive in the midst of industry turmoil. They want
to re-connect with colleagues. They seek to understand — and,
yes, to commiserate about — how their beloved industry is
changing. When this group of battle-weary but stalwart attendees
converge on Las Vegas for Medtrade Spring, May 11-13 at the Sands
Expo and Convention Center, exhibitors promise they will be well
rewarded for making the trip.

“In today’s changing industry, providers are having to find new
and innovative ways to separate themselves from their competition
while staying compliant with legislative changes,” said Bryan
Sowards, CEO of Infopia USA. “Our goal at Medtrade Spring is to
show how innovation in technology can help them achieve their goals
while being mindful of compressed reimbursements.”

“Attendees will be looking for new ideas and, most importantly,
answers,” said Sowards. “Pricing will be an important factor, but
providers are really looking for vendors that can help them
navigate through the changing landscape and provide solutions for
problems they face within their industry, not just products.”

“When the industry is changing, it’s not the time to sit back
and allow yourself to be left behind,” he added. “Medtrade Spring
allows for networking, learning and discovering solutions that can
change the way providers do business for the better.”

Christina Brown, Infopia’s marketing and events director, said
the company’s booth at the show will be transformed into the
“Carnival of Innovation,” presented by the HME Providers group
membership program and featuring Infopia’s diabetes products. The
booth also will feature games, activities, carnival performers
(including a magician) and “the world’s largest mind-reading
rabbit.” Infopia USA is again the Diamond Sponsor of the Homecare
Works! networking reception, set for Wednesday, May 12, at 3:30
p.m. on the show floor.

“Medtrade affords us the opportunity to spend quality time with
our customers and demonstrate our commitment to the home health
care community,” said Maryellen Bizzack, director of marketing and
communications, Philips Home Healthcare Solutions. The
manufacturer’s “People focused. Healthcare simplified” slogan will
be reflected in the booth theme at this year’s Expo: “If it’s a
breakthrough in respiratory care, it is likely our innovation.”

Philips Respironics will display new products in the areas of
sleep management, oxygen therapy, noninvasive ventilation and
respiratory drug delivery, including recent releases such as the
BiPAP autoSV Advanced sleep system, the new EasyLife mask, the
BiPAP AVAPS ventilator and the UltraFill home oxygen filling
system.

At Homecare by Moen, “Optimism is the key word,” said Brad
Crozier, senior product/brand manager. “We have started to see the
economy turn around, and people in general are starting to feel
better about their current situation and the future. Customers will
be looking for what’s new, and [exhibitors] will be ready to show
their new, innovative products coming to market.” Moen will be
introducing a new tub and shower seat, tool-free shower chair and
suction balance-assist bar, Crozier said.

Another Medtrade Spring exhibitor, HME business software
developer Brightree, has presented at a series of state association
meetings where Vice President of Marketing Mark Blount said he has
seen “a lot of solidarity” in the industry, especially as it
relates to a possible repeal of competitive bidding. “It sounds to
me like the momentum is building,” he said.

At Medtrade Spring, Brightree will unveil its latest release
(No. 24), which integrates new functionality such as the ability to
verify Medicare “same or similar” status for any patient and
insurance eligibility for Medicaid and most commercial payers. The
company has also announced plans to expand its core Brightree
product to include fully integrated features for home infusion
providers.

Home infusion is an $11 billion market projected to grow to $16
billion by 2012, according to the company. “As HME/DME providers
search for ways to recover from reimbursement cuts and oxygen caps,
many owners see a great opportunity to diversify their business by
expanding into the home infusion market,” said Dave Cormack,
Brightree’s CEO. “Having a single, integrated software platform to
manage a provider’s DME and infusion operations will make that
transition as easy as possible.”?

Blount recommends attending Medtrade Spring with “an open mind
and an empty notebook.

“I believe it’s dangerous to put your head in the sand no matter
how bad you think things are,” said Blount. “Take in as much as you
can, network with others, learn from the sessions and Expo floor,”
he said. “On top of all that, the extra benefit you get is you come
back home energized because you have realized all the good things
going on in the market. It’s not all bad.”

Attendees at Medtrade Spring will be there because they desire
not just to survive but to flourish, said Miriam Lieber of Lieber
Consulting, Sherman Oaks, Calif. “They understand the need to
diversify and get new ideas from their peers, from vendors and from
the educational programs.”

The show will provide an infusion of new ideas and
opportunities, she said, and attendees will be viewing the products
in the context of dealing with the challenges of reimbursement cuts
and competitive bidding.

“People will be visiting the show floor for more information on
competitive bidding and how they will need to purchase differently,
looking at which vendors’ products will provide the return they
need to deliver on a three-year contract,” said Lieber, adding that
pricing will be a big consideration.

“The buzz on the show floor will be about the new and changing
environment,” Lieber predicted.

Ironically, the hard economic times should translate into an
even more attentive group at the spring show, she reasoned. “When
you spend the money [to travel to the show] in this economy, you
are very conscious of it, and you look to get more from it than in
the past. It’s an expense, but providers expect to get a return on
the investment.”

At Medtrade Spring, choose from more than 70 sessions in
12 tracks, including reimbursement, business operations and
information technology. The conference will also offer
several “Hot Topics” sessions on competitive bidding, HME retail
and effective grassroots lobbying. In addition, the American
Association for Homecare will present its informative “Washington
Update” on Wednesday, May 12.

For more information, see www.medtradespring.com . Check with any exhibitor for
free passes to the Expo hall, and use Code HOME2000 for $50 off the
Medtrade Spring conference fee, good until May 10.

HomeCare is the official publication of Medtrade. While
you’re at the show, stop by Booth 1233 for your FREE subscription.
We’ll see you there!