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Entering the Wound Care

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Entering the Wound Care & Bariatric Markets Heather Raub BSN, RN, CWOCN Director of Wound Care and Bariatrics VGM & Associates Stats Venous Stasis Ulcers: Cost: $5 ... – PowerPoint PPT presentation

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Title: Entering the Wound Care


1
Entering the Wound Care Bariatric Markets
  • Heather Raub BSN, RN, CWOCN
  • Director of Wound Care and Bariatrics
  • VGM Associates

2
Overview
  • Investigation
  • Wounds
  • Bariatrics
  • Entering the Market
  • Who to Market to

3
Wounds
  • Wound problems present as long as man has been on
    earth
  • Oldest documentation of wound management -1500BC
    Egyptian medicine
  • Oiled frog skins, honey, lint, animal grease to
    heal

4
There have always been wounds
  • Seems to be more attention on wounds and wound
    care lately

5
WHY???
  • MONEY!!!!!

6
Stats
  • Venous Stasis Ulcers
  • Cost 5 Billion for overall cost
  • 80 of the time the ulcer recurs
  • One ulcer costs between 2,000-10,000(to heal
    each episode)
  • May be the most common chronic wound

7
  • Pressure Ulcers cost US 12 Billion
  • Average charge per case40,000
  • More common in elderly(gt65 y.o.)
  • 2.5 million patients treated yearly in US for
    pressure ulcers in acute care
  • 24 of skilled patients develop a pressure ulcer
    at some time

8
Diabetic Foot Ulcers
  • Cost U.S. 5 Billion
  • 17 million people in US with Diabetes
  • 20071.6 million NEW cases of diabetes in people
    20 years and older
  • 15of diabetics will have a foot ulcer at some
    time in their life.
  • Most common reason for hospitalization
  • DFU account for 80 of wound care costs

9
Why Increasing Problems
  • On the radar screen!
  • CFOs, Administrators, insurance companies
  • Average life-span increasing
  • As we age, develop more health issues
  • Skin gets thinner more vulnerable
  • Growth of Diabetes
  • Tripled in past 2 decades (Advanced Medical
    Technology Association, 2006)
  • More Education
  • Internet, etc.

10
Whats Involvedwith Wound Care?
  • Transition into.

11
Its not just a dressing
  • Advanced Wound Dressings
  • Support Surfaces
  • Nutrition
  • Compression
  • Advanced Modalities
  • Blood Flow
  • Oxygenation

12
  • It also involves

13
Multidisciplinary Team
  • Pharmacists
  • Certified Orthotist/Prosthetist
  • Podiatrist
  • Lymphadema Specialist
  • Risk Managers
  • Social Workers
  • More??
  • Patient
  • Aides
  • Physicians
  • Nurses
  • PT/OT
  • CWS
  • CWOCN
  • Diabetes Educators
  • Case Managers

14
Theres NO money in WOUND CARE!!!!
  • In one area of wound care there is good
    reimbursement

15
Support Surfaces
  • This is a huge area of wound care and a positive
    revenue stream
  • E0373 - Non-powered advanced pressure reduction
    air mattress costs 714.42
  • Medicare reimbursement 614.47(IA) -capped
    rental at 13 months
  • This is not including supplies, labor,
    transportation, or any additional costs.

16
Bariatrics
17
Bariatrics
  • Bariatrics is the branch of medicine that deals
    with the causes, prevention, and treatment of
    obesity. Overweight and obesity are rising
    medical problems of pandemic proportions.
  • Obesity is one of several factors contributing to
    chronic diseases such as heart disease, cancer
    and diabetes.
  • Increasing weight issues affect all age, ethnic,
    racial, and socioeconomic groups

18
Why all the Attention to this issue?
  • MONEY!!
  • STATS!!

19
  • Approximately 300,000 deaths/year
  • Obesity shaves 3-20 yrs off a persons life
  • 129.6 million are overweight
  • 64.5 of US adults with BMI gt25
  • 61.3 million are obese
  • 30.5 of US adults with BMIgt30

20
MONEY
  • 122.9 billion
  • Direct costs 64.1 billion
  • Heart disease 8.8 bil
  • Osteoarthritis 5.3 bil
  • Indirect costs 58.8 billion
  • 39.3 million workdays lost
  • 239 million restricted activity days

21
What does Bariatrics entail?
22
Multidisciplinary Team
  • DME Products
  • Counseling
  • Nursing Aides
  • Transportation
  • Dietary consults
  • Exercise
  • Physician

23
Bariatric Products
  • Medicare will reimburse for
  • Walkers
  • Hospital Beds
  • Bedside Commodes
  • Trapeze Bars

24
Example of Bariatric Beds
  • E0303 - 258.38 to 303.98 (depending on state)
  • E0304 - 655.07 to 770.67 (depending on state)
  • 600 lb bariatric bed (E0303) costs the dealer
    about 1,455. Dealer gets paid 3,358.94 (with
    20 co-pay) or 2,687.15 at 80.
  • 1000 lb bariatric bed (E0304)
  • costs the dealer about 4,700.
  • Dealer gets paid 8,515.91
  • (with 20 co-pay) or
  • 6,812.73 at 80.

25
So
  • Why should youthe DME get involved with these
    types of patientsin this business???

26
1. You probably are already involved with these
types of patients
  • 2. Statistics

27
AND
28
  • DME/HME providers play VERY important role in
    wound care/bariatric process
  • First responders
  • Intricate part of multi-disciplinary team to keep
    costs down and healing rates up!!!

29
Do you ever deal with.
  • Respiratory patients high risk for wounds
  • Sleep patients usually overweight
  • Diabetic patients high risk for wounds and
    bariatric problems
  • Rehab patients high risk for wounds

30
  • What do I do if I want to enter the wound
    care/bariatric market(s)??
  • What first???

31
Overview
  • Current Referral Sources
  • Use your current referral sources.
  • New Avenues
  • What new referrals might be available to you?
  • Your Offerings
  • What new offerings will you have to market?
  • Work Your Plan
  • How to effectively work your plan for Wound Care
    and Bariatric market entry.

32
  • Go to your current referral sources

33
Who are your referral sources?
  • Hospitals
  • Homecare agencies
  • Discharge planners
  • Wound care nurses
  • Wound care clinics
  • Bariatric Centers
  • Rehab centers
  • Long term care facilities
  • Podiatrists
  • Plastic surgeons
  • Burn units

34
Whos on a Wound Care Team?
  • Physicians
  • Nurses
  • PT/OT
  • CWS
  • CWOCN
  • Diabetes Educators
  • Case Managers
  • Social Workers
  • Pharmacists
  • Certified Orthotist/Prosthetist
  • Podiatrist
  • Lymphadema Specialist
  • More??

35
New Avenues
  • Entering a New Market Will Allow You toMarket
    to New Referral Sources

36
  • Bariatric Center
  • DME products
  • Skin Products
  • Absorbent products
  • Nutritional products
  • Diabetic Centers talk to nurses who see
    patients and order consult
  • Shoes
  • Hosiery
  • Skin Care Products
  • Socks
  • Hospice

37
  • Hospital
  • Beds
  • Negative Pressure
  • Wound Dressings
  • Cancer center
  • lymphadema pumps (certified fitter)
  • mastectomy products, wigs
  • Hosiery
  • Long term care facilities/Nursing Homes

38
  • Home Health
  • Dressings
  • Negative Pressure wound therapy
  • Rehab center
  • OP
  • Wheelchairs
  • Podiatry Offices
  • Outpatient Clinics
  • Plastic Surgeon
  • Eating Disorders Unit

39
  • Marketing Your Services

40
  • Mail, e-mail, flyers, pound the pavement
  • Keep record of referral sources
  • Spreadsheet of services and products you have
    provided
  • Walk ins once you get them in- give them a
    reason to come back

41
Now Getting the Business
  • Where do you start???
  • Top decision maker
  • Who is that??
  • ASK!!

42
Decision Maker
  • It may be
  • CFO
  • DON
  • PT
  • OT
  • Physician
  • Head Nurse

43
  1. Find out who that person is
  2. Set up an appointment to discuss potential
    business

44
Ask these questions
  • Why do they go with the competitor?
  • Is their facility willing to look at other
    opportunities?
  • Would they be willing to look at your products
    and services??

45
  • Compare products your company provides vs.
    products they are already purchasing
  • Take one products line
  • Financial analysis what are they spending by
    outsourcing vs. what you can bring

46
  • How much do they pay?
  • Are they contracted? When is their contract up?
  • What are the top reasons they do business with
    ABC Medical?
  • You can go above and beyond what ABC Medical
    provides

47
Product Lines
  • Support surfaces
  • Wound dressings
  • Negative pressure wound therapy
  • Bariatric products
  • Hospital beds
  • Nutritional products
  • Bariatric products
  • T-pump
  • Compression

48
Work with your local rep
  • Local reps know their product features and
    benefits more than anyone else.
  • Get them to make sales calls with you
  • Clinical studies
  • Cost Analysis

49
  • No Local Rep??
  • Dont know what products and services are
    better??
  • Call me at VGM and I can help get you that
    information

50
WHY YOUR COMPANY???
  • Customer service is your priority
  • You have been in business for x years
  • Can save the caregiver time and the patient money
    through your deeper offerings and categories and
    superb customer service.

51
  • You are 24/7
  • You are a one stop shop
  • You are friendly and easy to work with
  • Competitive Pricing in all areas
  • You KNOW the Home Care Business!

52
Long Term Care Facilities
  • Market to them
  • Reduce the facilities FTAGs
  • Reduce their costs
  • Better compliance
  • Greater employee satisfaction

53
What can help you?
  • Persistence!!
  • VGM Manufacturers call VGM to get info
  • Wound Care and Bariatric Division
  • www.vgm.com/woundcare
  • VGM Education great for referral
    sources-educate the docs/nurses/therapists you
    want business from!!!

54
What if they say NO?
  • Ask for a trial run with a product line
  • Great for showing them how your products and
    services differ from the competitor
  • If they arent satisfied move on
  • If they are happy go to the next product
    category

55
Why does all this make sense??
  • Patients you already see
  • Why not be a one stop shop for them?
  • US Demographics
  • Stats

56
VGM is a resource for YOU!
  • QuestionsQuestionsQuestions...
  • call and ask

57
Thanks!!
  • Heather Raub RN, BSN, CWOCN
  • Cell Phone 866-919-8523
  • Heather.raub_at_vgm.com

58
References
  • Advanced Wound Management Healing and Restoring
    Lives. Advanced Medical Technology Association,
    June 2006.
  • Ovington, L.G. (2002). The evolution of wound
    management ancient origins and advances of the
    pas 20 years. Home Healthcare Nurse. 20, pp
    652-656.
  • Sipos, P., Gyory, H., Hagymasis, K., Ondrejka,
    P., Blazovics, A. (2004). Special wound healing
    methods used in ancient egypt and the
    mythological background. World Journal of
    Surgery. 28, 211-216.
  • Eastman-Mendez, S. (2005). New Advances in Wound
    Therapy. Taken from www.wounds1.com/hero/hero.cfm
    /8/1 on 1/23/2008.

59
  • National Pressure Ulcer Advisory Panel, taken
    from wwww.npuap.org/s3i.htm on 1/23/2008
  • Baharestani, M.M, Blackett, A., Coutts, P.,
    Emmons, P., Falconio-West, M., et al. (2007).
    The Wound Care Handbook.
  • Acute and Chronic Wounds
  • Garner, L.M. (2003). Wound Care, Prospective
    Payment System, and the Wound Ostomy, Continence
    Nurse. Home Health Care Management Practice,
    15 (4), pp. 325-329.

60
  • Kerstein, M.D. (2002). Wound Management Presents
    Financial and Outcome Challenges Safety
    Matters. Healthcare Purchasing News. Retrieved
    on 12/10/07 from http//findarticles.com/p/article
    s/mi_m0BPC/is9_26_/ai_91653594/print.
  • Source SEARCH for Diabetes in Youth
    Study.NHWNon-Hispanic Whites AAAfrican
    Americans HHispanics APIAsians/Pacific
    Islanders AIAmerican Indians (graph of
    diabetes).
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