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put your messaging in front of visitors on high-traf c sites.
• Social media — According to Pew Research Center, 69 percent of the
public uses some type of social media. Active and engaged audiences are not only using the platforms to share news with their friends and family, but they are utilizing these tools to research health information and solu- tions to their disability or chronic conditions. Making an investment in time in increasing your messaging on social media could prove invaluable in your customers learning about new products available and for the manu- facturer the opportunity to put the spotlight on you as being a valued partner.
• Website — Are you keeping visitors on your page and are they acting on your call to actions? The No. 1 thing I see these days is the need to update product photos and metatags, HTML code that can enable your content to pull up in Internet search engines. Reach out to your manufacturer
to get the photos and content you need to keep your site updated and relevant. Too many times providers have old products on their websites and in their Facebook ads. Freshening up imagery can create interest and favorably impact visitors to your site. Also, don’t forget to link to product videos or commercials if they are available. Video also plays a vital role
in today’s digital marketing; the more education you can provide to your
customer base the better engagement you will have.
• Programs — Finally, if you are a distributor selling to providers, reach out to
the manufacturer to help you sell to your customers. I want to highlight the recent launch of the CAIRE O2 Discharge Program. This program was created by our team as a comprehensive sales package that seeks to offer our distrib- utors turnkey solutions to selling our Eclipse 5 portable oxygen concentrator as the answer to hospital discharge program. Not only are there patient education materials in this packet, but also important reference sheets for the provider that can be used at the oxygen set-up. In addition, to really quantify the program’s effectiveness and savings we provide surveys for both the provider and patient to track usability and expenses. Over time, taking this important step will help the provider evaluate their current discharge expenses and the value of savings of partnering with a manufacturer with a product that can eliminate after hours calls and additional delivery routes.
Jacobs advises that providers must ask —
and answer — many critical questions when converting to a non-delivery model:
• What’s the approach to conversion? Is it only new patients or will
existing patients be converted, too? How quickly this can be done will vary by the patient base, how urgent the business need is, and the resources available to convert patients.
• What’s the right ambulatory modality – re lling system or POC? This will largely be dependent on the patient’s prescription and lifestyle.
• How do you nance the equipment needed for non-delivery? Finance programs offered by manufacturers can help facilitate this transition. Payments can often be structured to ensure the provider remains cash ow positive throughout the term of the loan.
“Organizational support from the top down is critical,” he said. “Leadership needs to be clear with everyone about why change is needed, what it’s going to take to get from point A to B, and what the bene ts of non-delivery are for the providers and patients. Town hall meetings are a great forum for this. It seems elementary, but it is absolutely critical and not everyone does it well.”
It’s also important to address job security concerns, he adds.
“Delivery drivers, for example, might question the future of their jobs if the company is moving away from the delivery model,” Jacobs says. “This isn’t always the case, as some providers have been able to expand their service area now that their delivery drivers have more time for setups.”
As far as patient education, it is important to rst understand the patient’s lifestyle and needs.
“If the patient is highly ambulatory, he or she may need an extra POC battery or larger cylinders if using a re lling system,” Jacobs explains. “Once the necessary equipment is provided, it is important that the delivery drivers demonstrate how to properly use the equipment, and then have the patient demonstrate back to them how to use it. This will help con rm whether or not they truly understand how to use it.
“Each patient is unique. So consider potential changes in patients’ disease state. The device that meets their needs today may not meet their needs in the near future.”
— Jim Clement, GCE Healthcare
“No removable batteries or sieve beds require
the unit to be returned to the factory for service and the patient having to use a loaner POC. This is problematic when the patient is traveling, which is a key bene t of using a POC.”
— Victoria Marquard-Schultz, Esq., OxyGo
Management Solutions | Technology | Products hme-business.com | March 2018 | HMEBusiness 19
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