Essential event

CHARLESTON, S.C. - While traditional home medical equipment providers are finally embracing retail, women's health boutiques, by nature, have been retail-oriented all along.

That's why this year's “Focus on the Future Conference and Tradeshow” seeks to help women's health providers perfect that retail mindset.

“Boutiques are more retail-oriented in nature, and I think this is in part due to the mindset that, when (a customer) walks into a boutique, it's to shop,” said Cindy Ciardo, manager of vendor services for the buying group Essentially Women, which puts on the annual event. “When a customer walks into an HME company, they are there to get what their insurance pays for.”

The conference is also a good way for HME providers with a women's health division to learn the skills they will need to increase sales.

This year's conference is scheduled for March 17-19 in Charleston, S.C.

In addition to an exhibit hall, the event features a full schedule of seminars with topics ranging from leadership and motivation to sales techniques and compliance requirements.

“We want to help our members become more comprehensive in their product offerings and help them appreciate the complex world of Medicare and insurance billing,” said Ciardo. “They can also get specialty product training and education and CEUs needed for maintaining fitter certification requirements.”