HME News is the monthly business newspaper for home medical equipment providers. This controlled circulation publication reaches 17,100 home medical equipment services providers, including traditional HME dealers & suppliers, hospital- and pharmacy-o
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Smart Talk 8 www.hmenews.com / August 2015 / hme news lead generatIon Use lead generation as road map By zeeshan hayat Q. What can the Hme industry take away from other industries when it comes to lead generation? a. When one looks to other indus- Q. What are the best practices for educating referral sources on the FtF documentation requirements? a. The role of the DME provider is not only to deliver equipment and aid in a better quality of living, but also to educate the treating practi- tioners about Medicare and other insurance guidelines for power mobility. DME providers should turn education into an opportunity to increase referrals. The most common methods of educating physicians include: mailing the Medicare "Dear Physi- cian" letters; emailing CMS news- letters; and conducting in-person visits. The provider who uses a combi- nation of all three methods to edu- cate practitioners has proven to be most successful. We have found the best results in educating the prac- titioner have been in-person pre- sentations by DME providers and printed leave behinds. We have also found that practi- tioners are profcient technology users. An online electronic tem- plate that prompts the practitioner to ask specifc coverage questions while conducting a face-to-face visit is the way of the future. Stan- dardized online collection tools prompt the practitioner to ask questions regarding social, envi- ronmental and past history of the patient. SOCs require the practitio- ner to include pertinent tests relat- ed to the physical exam, such as manual muscle testing of the upper and lower extremities. SOCs com- pare all the information with Medi- care's coverage criteria to determine medical necessity. If DME providers approach their referral sources with an online pro- gram that takes the guesswork out of the FTF documentation require- ments, they will increase their chances of future referrals. Just like DME providers, practitioners are interested in business solutions that save them time and money. hme Jamie Loper, ATP, is chief compliance offcer at DMEevalumate.com. She can be reached at jamie@dmeevalumate. com or 800-986-9368. HMENews.com/webcasts Wednesday August 26 2pm ET A Look Ahead: Cost: $99 REGISTER NOW! RULES NEW! Get updated on vital industry changes Presenter: Moderator: Andrea Stark, DME consultant, MiraVista Liz Beaulieu, editor, HME News A Special Midyear Snapshot The HME industry is alive with changes impacting just about every segment of the business, including documentation requirements, compliance, regulatory and more. Attend this webcast for a unique opportunity to adapt and strengthen your business with a bird's- eye view of what's coming. You'll gain insight on important industry shifts: • Recent changes to the FTF rule for DME • What's next for the Prior Authorization Request Demonstration for power mobility • Where we stand with the National RAC for home health, hospice and DME • A breakdown of the newest competitive bidding updates, including the rate cuts coming in January • The potential impact of eliminating CMNs and DIFs • A discussion regarding the newest bill proposing prior authorization for high-cost DME • And much more! BROUGHT TO YOU BY: tries, three things become read- ily apparent: 1) they have fully embraced lead generation as an integral component of their mar- keting strategy; 2) they are imple- menting lead generation techniques in some capacity; and 3) they are seeing the measurable impact on ROI that an effective lead genera- tion campaign can have. Some of the biggest lead genera- tion industries include insurance, legal, financial (mortgages and credit cards) and education. These are not "small potatoes" industries and it should be recognized that these industries are often trend- setters when it comes to how they execute highly effective marketing strategies that directly impact their sales numbers. In short, lead generation is sim- ply the act of having marketing campaigns that work. Whether online, over the phone, or through some relevant means of consumer interaction, these campaigns tar- get a very specifc demographic to achieve a designated ROI that will help fuel the growth of your business. One aspect of lead generation that sets it apart from other mar- keting campaigns—and one that should make it appealing to the HME industry—is that it is scal- able. Lead generation can act as a road map of sorts for your compa- ny's growth. You can learn exactly how many more sales opportunities are required for you to attain the revenue targets required to reach your next stage of growth. However, this process also informs how much additional sup- port, be it staff or infrastructure, is required to effectively and realisti- cally facilitate that growth. hme Zeeshan Hayat is Prizm CEO and co- founder. Reach him at 604-326-0096 or zeeshan@prizmmedia.com. ComplIanCe Check and check again By Jamie loper