Patient Data; Generate new revenue streams

Q. How can I market to existing patients?
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Friday, October 20, 2017

A. HME providers work with hundreds of thousands of patients every year, helping to better manage illness, and for seniors, provide the ability to age comfortably at home. They provide care and are a trusted source for the products and services patients rely on day in and day out. Who better to provide recommendations on additional products that can enhance the care or quality of living than a patient’s trusted in-home HME provider? 

When it comes to marketing, an HME provider can contact an existing patient if they have received written permission to do so, or have provided a Medicare-covered item within 15 months preceding the direct marketing tactic. Tactics include an email, phone call or hard copy advertisement and must focus on a health-related product or service that can be provided by the HME.

For example, Medicare beneficiaries can receive up to four CPAP masks annually, but many patients do not fulfill a resupply order more than once a year. As long as there is no direct compensation provided to the HME for marketing a specific product, an HME can contact the patient, discuss their CPAP utilization and determine if new resupply equipment is needed. This is standard practice that all HMEs should be utilizing for quality and timely resupply programs.  

In addition to increasing resupply, the HME can also discuss/provide information on additional items that are commonly sought after for patients utilizing specific types of HME equipment. Additional cash pay items provide a service to the patient, potentially increasing their quality of life, and also provide a great new revenue stream for the HME.