ATLANTA — Thousands of home medical equipment providers who survived a year of industry chaos and sea changes are expected to descend on the Georgia World Congress Center in Atlanta this week for Medtrade 2008, but it won't be business as usual for them.
This year, providers say, they're looking for more answers and more information—and Medtrade organizers promise they'll find it.
The annual expo and conference, scheduled Tuesday through Thursday with a pre-show conference today, will feature more than 600 exhibitors in 200,000 square feet of space and 170 educational sessions covering everything from accreditation and competitive bidding to oxygen and complex rehab issues. Many of the conference sessions, organizers say, are designed to present the latest information on the slew of changes affecting the industry.
Kevin Gaffney, who recently came aboard as Medtrade director, said this year's show will be a strong one that seeks to address the myriad issues surrounding HME. An example, he said, is a state-of-the-industry address, new to Medtrade this year.
"It will kick off the overall event Tuesday morning at 8:45. It will be a high-level panel. We are hoping that exhibitors and folks visiting the exposition ... will make plans to attend this keynote," Gaffney told HomeCare. He added that the event is open to all attendees, not just those registered for the conference.
"We felt it was pretty critical at this point in the industry to do something like this because of [everything that has gone on this year]. It's almost like the perfect storm," Gaffney said. "I think it will be good for attendees to have the opportunity to hear these [experts]. I think it will make them feel pretty good about what they have been doing in the industry."
Earlier this year, providers mustered their collective muscle to fight the government's DMEPOS competitive bidding project. While the project was implemented in July, it was subsequently halted for an 18-month period by the Medicare Improvements for Patients and Providers Act. The Centers for Medicare and Medicaid Services, however, has not given up on the bidding program and is making plans for the rebid of Round One, dubbed by some Round 1.2.
Providers are also facing a 9.5 percent cut affecting the 10 product categories included in round one and a 36-month cap on oxygen rental, both of which are effective Jan. 1, 2009. As well, new quality standards have just been enacted and accreditation is mandatory for all HME providers as of Sept. 30, 2009.
All of those issues have colored providers' expectations—and hopes—for Medtrade this year, they say.
"I don't go for the same reason I used to go," said Gerald Sloan, owner of Progressive Medical in Lenexa, Kan. "It used to be we went for new products; it was fun to get out and shop and see where the industry was going. Now we are just trying to keep our heads above water. Now, it's about education. Knowledge is more valuable than product is."
Sloan, who is taking one other employee with him to Medtrade, said he values the industry's largest show.
"It's always an opportunity to get new information when you go to Medtrade, maybe pick up something new," he said. "It's just a single place to get a lot of information in a short amount of time."
Terry Luft, owner and president of Central Medical Equipment in Harrisburg, Pa., said his focus, too, would be education. A member of The Med Group in Lubbock, Texas, Luft said he is arriving at Medtrade a day earlier than usual because of MED's Monday information session.
"I felt the education was really worth it," he said, adding that even though his business is up 14 percent over last year's, he recognizes the need to carve out as much savings as he can in order to survive the cuts coming in 2009—and he's looking for ideas on how to do that.
Wayne Knewasser, vice president of public relations and government affairs for Premier Home Care in Louisville, Ky., believes the show will afford him some critical networking opportunities.
Knewasser, a board member of the American Association for Homecare, said he will be attending committee meetings during the show, and he is hopeful he will be able to learn more details about the impending oxygen cap. As well, he looks forward to exchanging ideas with other stakeholders on how to do business more effectively.
"My interest is going to be to talk to some of the other suppliers and see how they are anticipating Jan. 1," he said. "We kind of have this double hit coming, and it's going to make it difficult for providers in terms of cash coming in and growing their business. With some of the uncertainties out there right now, I think a prudent businessperson wants to talk with other business individuals."
Knewasser said he is interested in hearing other stakeholders' ideas of how costs can be reduced from an operational standpoint while maintaining quality of patient care.
The Medtrade schedule includes numerous opportunities for networking and gaining one's knowledge about the industry. Here are some of the event's highlights:
- Accreditation Central, 10 a.m. to 5 p.m. Tuesday and Wednesday and 10 a.m. to 3 p.m. Thursday, sponsored by HomeCare. With mandatory accreditation looming, Accreditation Central will provide a forum for providers to ask questions of six accrediting organizations about the accreditation process.
- AAHomecare's annual Washington Update, 4:15 to 5:15 p.m. Wednesday. Tyler J. Wilson, AAHomecare president and CEO, and Walt Gorski, vice president of government affairs, will give an inside look at possible legislative and regulatory activities by Congress and CMS in 2009, as well as the association's priorities and how providers can help define the industry's future.
- Center Stage, throughout the exhibition. Within a theater setting on the show floor, companies will showcase their new products and services and offer demonstrations. Check the show directory for a schedule.
- Medicare Updates presentation from the DME MACs, 7:30 to 8:30 a.m. Wednesday. Staff from each of the four MACs, the NSC (National Supplier Clearinghouse) and the CBIC (Competitive Bidding Implementation Contractor) will also be available to provide information and address questions during the show at Booth 2238.
- Medtrade Keynote Address, "Opportunities and Challenges Ahead—The State of the HME Industry," 8:45 to 9:45 a.m. Tuesday. AAHomecare's Wilson will moderate a discussion among leaders of the HME industry, including Cara Bachenheimer, senior vice president of government relations for Elyria, Ohio-based Invacare; Georgetta Blackburn, vice president of government relations for Blackburn's Pharmacy, Tarantum, Pa.; Lawrence Higby, CEO, Apria Healthcare Group in Lake Forest, Calif.; Alan Landauer, CEO, Landauer Metropolitan, Mount Vernon, N.Y.; Scott Meuser, chairman and CEO, Pride Mobility Products, Exeter, Pa.; and John Miclot, president and CEO of Respironics, Murrysville, Pa.
- Medtrade Oktoberfest, 3:30 to 5 p.m. Tuesday and Wednesday on the show floor. Attendees will have the opportunity to network with consultants, exhibitors and their peers. The event is free. In conjunction, Nielsen Business Media, which produces Medtrade, will make a donation to The Shepherd Center, a nationally known rehab facility in Atlanta.
- New Product Pavilion, open during exhibition hours on the show floor. Providers will have the opportunity to view scores of new products from every segment.
- Stand Up for Homecare cocktail reception fundraiser, 5:30 to 7 p.m. Tuesday at the Omni Hotel @CNN Center. Sponsored by the American Association for Homecare, the event will raise funds to launch a public awareness campaign promoting the mission of the home care industry.
For more information, see the Medtrade directory or Medtrade's Web site.