Based upon the successes and failures I have seen in the HME marketplace during the past 15 to 20 years, there is one common component that will make or break you: Effective marketing enhances your company’s reputation and draws consumer interest in your products and services. If potential clients do not know who you are and how you can provide solutions to improve their individual situations, it really does not matter how well your store is laid out or how helpful you and your team might be. Marketing is the process of: Traditionally, most HME businesses have centered marketing efforts around medical referral sources because these sources referred patients to the company, and insurance or Medicare paid the bill for services. As the marketplace changes…