Ed Curley Jr.: Up for the challenge

NEWINGTON, Conn. - Rehab providers are becoming scarcer as the reimbursement thicket gets denser, but Hudson Home Health Care/Rehab Equipment continues to march forth with Ed Curley Jr. blazing the trail. The director of marketing and managed care is a key member of the Hudson leadership team, along with his parents, Ed Sr. and Shirley; brother, Bob; and sister-in-law, Sheila. Through diligence and commitment, the company has managed to overcome the reimbursement difficulties that have increasingly dogged rehab and remain a competitive force in the marketplace. In 2004, Hudson earned first runner-up honors in the HME Excellence Awards. "Despite reimbursement pressures, our business is very strong," Curley said. "We continue to experience significant annual growth over the past several years and are moving forward with expansion plans both geographically and in product diversification." Although he's worked in other areas of health care, Curley said, rehab is where he belongs. And like everyone else determined to stay in the field, he has his work cut out for him. That's just the way he likes it though, based on the number of projects he's got going. "Although our core business is focused on rehab, we have undertaken initiatives to expand and grow other segments of our business including accessibility products, commercial rentals, wound care-related products, HME and retail," he said. "We are very excited about the initiative we've undertaken to invest in technology to improve efficiency, reduce costs and streamline our operations. We have implemented, and are in the process of implementing, a number of technology initiatives such as rehab equipment processing software, document imaging, sales management software and global positioning." Curley considers his primary role with the company to be business development, but says he is also involved with marketing, contracting, educational programs and sales support. He is also active in government relations, working with the New England Medical Equipment Dealers association to lobby for more recognition from legislators. --- ED CURLEY, JR. Age: 37 Company/position: Hudson Home Health Care/Rehab Equipment-Director of Marketing & Managed Care Headquarters: Newington, Conn. Annual sales volume: $20 million Years in HME business: 15 Membership in professional organizations: AAHomecare, NEMED, RATC, RESNA, NAEC Business motto: "People are your most important asset"