Issue link: https://read.dmtmag.com/i/36987
34 Vendors BY LIZ BEAULIEU, Editor CARSON, Calif. – When the President’s Council on Fitness, Sports & Nutrition announced its Community Leadership Award winners for 2011, Sue Chen landed on a list that included Nike. Chen, the CEO of Nova Medical Products, spoke with HME News in June about what it means for the HME industry to be associated with fitness in such a high-profile way. HME NEWS: You were one of 38 people or organizations to get this award and you had some pretty good company. Sue Chen: I’m really proud for Nova that I would get this honor, but I’m also proud for our industry, which doesn’t have the most feel-good image. Just because you have a challenge in your life physically, doesn’t mean you’re not a physical, capa- ble, awesome human being. HME: You mentioned the industry’s image. There’s this perception that when a person needs home medical equipment, it’s a sad, depressing situation. GAO CONTINUED FROM PAGE 33 Invacare. “They use the word ‘could’ instead of ‘should.’ I don’t think, based on their research, that they con- cluded it was a good thing. I think that’s why there’s no recommendation.” Stark requested the GAO look into manufacturer-level competitive bidding in 2009, after the industry successfully delayed Round 1 of an existing program involving providers. Sue Chen Chen: I was giv- ing a presentation on mobility at an assisted living cen- ter a few years ago and everybody came down for the pre- sentation using the same gray walker. We still call home medical equipment bent metal—and it is. It’s gray pieces of bent metal. HME: What’s the impact of that? Chen: You attach that to a whole group of people and all of a sudden their individ- uality, their amazing accomplishments, their unique personalities become over- shadowed by this awful gray piece of metal that people have a stigma attached to. That’s terrible. HME: What should be done? Chen: What we’re trying to do is very simple, yet people think it’s so innova- tive. Your mobility equipment, which is That program was re-launched Jan. 1 of this year. The GAO may not have had a recommendation on the sub- ject, but Stark did. “This report deserves review by the Innovation Center as it presents evidence that manu- facturer-level competitive bid- ding for certain durable medical equipment items may be a cost- saving alternative for Medicare,” he wrote in a letter to the center. Stark is likely referring to a table in the GAO’s report that shows Medicare pays, for CHC0611001,HomeHealth ad:Layout 1 6/17/11 4:26 PM Page 1 WWW.HMENEWS.COM / AUGUST 2011 / HME NEWS A REASON TO CELEBRATE part of you, should be as unique as you are. We’re trying to shift the way America embraces mobility. HME: So just because Medicare thinks a consumer should get a piece of bent metal doesn’t mean that’s the only option. Chen: We’re trying to tell people, “Look, your mobility is the most important part of your life.” We know, when it comes to a walker, people are like, “Do I really want to pay more for front wheels if Medicare isn’t going to pay for them?” They think, “I’m not worth it; I don’t deserve to have the most kick-ass walker.” Medicare says they don’t, but they do. HME: Why have you added mobility advo- cate to your resume? Chen: Because our mission goes beyond running a successful company and supporting dealers and supporting our industry. Our mission has gone to America. It’s a big statement, but we want to give people their dignity back when they’re facing mobility challenges, and we want to do it across America. HME example, $3,885 for a Jazzy power wheelchair and the VA pays $2,004. Stakeholders say Medicare and the VA are two different animals. “The VA has the clinical component—they have the docs and clinicians on staff; they have the people that do all of the documentation and evaluation,” said Seth John- son, vice president of govern- ment affairs for Pride Mobility Products. “With Medicare, that all falls on the backs of physi- cians and, largely, providers.” The biggest take-away from the report, stakeholders say: That the industry still has work to do to get lawmakers and oth- ers to appreciate all of the ser- vices providers furnish. “Once again, they don’t understand that it’s not just a product drop-off,” said John Gallagher, vice president of government relations for The VGM Group. “There’s a strong service component. I guess it’s shame on us for not mak- ing sure everyone understands that.” HME LIQUID O2 CONTINUED FROM PAGE 33 Philips Respironics has secured a Medi- care code, E0433, and reimbursement, $51.63 per month, for the HomeLox. Much like with a portable oxygen concentrator, providers can bill for both the HomeLox and a stationary oxygen concentrator. In addition to eliminating deliveries, HomeLox means providers don’t have to worry about having and maintaining the special generators and trucks associated with providing liquid oxy- gen, or paying a dis- tributor like Airgas or Lifegas to service their patients for them, Vreeland said. With those road- blocks out of the way, providers can focus on the fact that, while liq- uid oxygen represents only 10% to 12% of the oxygen market, it’s often preferred by physicians and patients because it’s light and quiet, Vreeland said. The HomeLox “One of the other things we tried to focus on with the HomeLox was sim- plifying the process of filling,” he said. “Patients would worry about the device being completely filled or wonder if they had the duration they need. This is hands- free filling. It fills and shuts itself off.” The HomeLox completes Philips Res- pironics’ “Right to Fit” portfolio of oxy- gen products. It joins its sister device, the GoLox portable liquid oxygen concentra- tor; and the EverFlo stationary oxygen concentrator and its sister device, the EverGo portable oxygen concentrator. HME Supreme Medical informs Aquatec Bathlift Safe and relaxing bath Ocean Family of shower commode chairs; Stainless steel components for years of use Dolomite Alpha Forearm pads for supported walking OceanDual Tilt and recline shower commode chair All of our products are designed with both the user and caregiver in mind. Quality manufactured for durable and safe use. Call today and learn more about the Clarke Health Care line of products TOLL FREE 1-888-347-4537 www.clarkehealthcare.com MOBELI Portable Grab Bars A family of grab bars and accessories; Attaches by suction; No drilling, no contractor needed Clarke Health Care Products, Inc. 1003 International Drive • Oakdale, PA 15071-9226 info@clarkehealthcare.com Got Rust? Notwith the newOcean! THEODORE, Ala. – Supreme Medical Fulfill- ment, a national wholesale DME distribu- tor, has started a monthly newsletter for providers called “DIRECT to Your Bottom Line.” It focuses on helping providers to expand their businesses and increase their profit margins. Sign up at www.su- prememedical.com. Roadnet goes back to its roots BALTIMORE – Roadnet Tehcnologies, which for two decades was known as UPS Lo- gistics Technologies, has “recaptured its name” after its acquisition by Thoma Bra- vo, a private equity firm. For the past five months, the company has been work- ing on a brand identity and repositioning strategy. Roadnet Technologies provides fleet management solutions.