HME News

JAN 2018

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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Promo Code SP100 Smart Talk 8 / january 2018 / hme news patient data Find way to be relevant By Ryan Ball Q. How can i use data to market to my existing patients? a . Most HME providers already have an exist- ing database of patients and capture key infor- mation during the intake process. So, what's the next step? What products and strategies are most effective? How can you measure success? As with all marketing, you must find H ipaa security a ssess additional security needs By E BB a Blitz Q. How should a small- to mid-sized business prepare for the general data protection regulation? a . The GDPR, effective May 25, 2018, requires a number of new data protec- tion obligations for everyone who does busi- ness in and with the European Union. EU mac H ine learning m atch patient with provider By St E v E Wog E n Q. What is artificial intelligence ( ai ) and machine learning, and how do they improve post-acute care outcomes and provide cost savings? a . A rt i f i c i a l i n t e l l i g e n c e ( A I ) a n d machine learning have been integrated into our daily lives from social media interactions, retail shopping and now health care. Unlike the retail industry, where ads are triggered based on a web user's interest, the healthcare industry uses predictive analysis to learn more about patients and improve their health outcomes, which in turn can lead to cost savings. Machine learning platforms help iden- tify potential issues or gaps in care. By doing this, we can then alert clini- cians so they can develop a post-acute care plan that includes home health care that may prevent rehospitalization. For example, we can alert a healthcare provider of obstacles that could prevent a patient from following post-surgery instructions. Those may include non-clinical obsta- cles such as lack of access to proper transportation to keep a doctor's follow- up appointment, or even getting grocer- ies to follow a recommended diet. With this information, clinicians can close gaps in care and develop a custom- ized plan that will result in a better, and more cost-effective, patient outcome. Additionally, this type of technology can also match a patient with the facility and healthcare provider that will best fit the patient's needs. For example, if a patient requires wound care, rehabilitation, or a facility that has high-quality outcomes in a spe- cific medical specialty (i.e. cardiology, neurology etc.), the database will be able to suggest a provider who has been suc- cessful in caring for patients in similar circumstances. By properly matching a patient with the right provider at the start of care, we can improve outcomes and provide a cost-saving solution that avoids hospital readmission. hme Steve Wogen is chief growth officer for CareCentrix. Reach him at stephen.wogen@ oxygen management Weigh costs of delivery By gE o R g E Coppola Q. What is the best strategy in converting to a non-delivery model? a . With the recent cuts in reimbursement, providers are looking to get every penny out of every transaction. Taking advantage of an oxygen non-delivery model eliminates service a way to be relevant to the audience. Data can help target different products based on demographics and disease state. In addition to understanding patient challenges based on the equipment you provide, timing is also a significant driver of effective marketing. A good example can be found during the holi- day season. At the end of each calendar year, many patients have health savings accounts or flex plan balances that must be used for medical expenses. If you provide a patient with a CPAP, consider messaging "don't let your flex dollars go to waste, call today for holiday deals on a CPAP cleaning machine." A patient with an in-home hospital bed can be sent offers for mattresses and sheets, as well as a free in-home consultation for home modification services. You should utilize all forms of communi- cation when contacting current patients for health-related items. Send a post card in the mail or a resupply box, and schedule a phone call and email to go out in conjunction with the mailing. Consider driving patients to a dedicated landing page or e-commerce site with a specific discount code. Utilizing patient data can help strengthen HME relationships and provide increased health benefits to patients, while creating a new revenue stream. If you have the data, use it to drive new revenue in 2018. hme Ryan Ball is director of VGM Market Data. Reach him at . costs for the provider and puts them in posi- tion to thrive in the low reimbursement era. Most manufacturers have designed prod- ucts and crafted programs designed to make this possible for providers. A good option to convert an existing fleet is to look into the pricing options on bundling portable and stationary oxygen concentrators. Bundling a portable and stationary oxygen concentra- tor offers savings and full coverage for the patient's need for therapy during day-to-day activities and an affordable stationary for at- home delivery. Providers are encouraged to talk to their manufacturer's sales representative about these bundling options, and have a discus- sion to establish the cost of ownership. This exercise can help the provider compare the cost of regular maintenance of a concentra- tor bundle to the upkeep and deliveries of cylinders, and after hours and weekend calls. Also, remember there are plenty of leasing programs available through the manufacturer. hme George Coppola is the director of marketing at CAIRE Inc. Reach him at george.coppola@chartin- data protection law will extend to all for- eign companies processing the data of EU residents. One of the key requirements is that SMBs must have a technical solution in place and organizational measures that demonstrate compliance. Another important change is the replacement of the Safe Harbor by Privacy Shield, which requires companies to self- certify to join the new framework. SMBs need a solid foundation on which to build their compliance program. Make sure you understand the measures you already have in place so that you invest where it's needed. Organizations are increasingly storing and sharing data via cloud-based services that provide good encryption and key man- agement. However, to protect the personal and sensitive data defined by the GDPR, you will need additional data security measures. GDPR will require data to be protected wherever it may be stored, accessed or processed. GDPR will also require protec- tion for a wider data set to include hidden data, such as digital identifiers, IP addresses and cookie IDs, as well as a person's name, address and Social Security number. Encryption will need to cover the data on computers, background copies that are downloaded by apps, copies shared between staff and third-party subcontrac- tors on removable media, hidden data such as author details embedded in documents, IP addresses embedded in emails, and login credentials stored by browsers. Heavy fines—up to 4% of the total world- wide annual turnover—will be issued for noncompliance. SMBs will need to deter- mine whether it is cheaper to comply or just not do business with the EU. hme Ebba Blitz is CEO of AlertSec. Reach her at ebba@ Promo Code SP100 Save! Early Bird Discount Available The 2018 educational program is here! Review the program and register online: Attend the Home Health Technology Summit and hear from industry experts on the cutting edge of home health technology. Learn how it can improve patient outcomes, increase effi ciency and generate revenue for your business! Sessions include: The impact of technology on home health care Smart home technology and the ethics of data Remote patient monitoring as a standard of care Payers investing in health care technology And more! Smart home technology and the ethics of data Remote patient monitoring as a standard of care Payers investing in health care technology Astor Crowne Plaza New Orleans, LA March 4-6, 2018

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