Medtrade exhibitors to attendees: We’re all ears

PHOENIX – With the return of Medicare’s competitive bidding program (CBP) looming large, Medtrade exhibitors are showing up not just to sell, but to listen.

“We understand the uncertainty, risk and operational disruption providers face,” said Kyle Neese, vice president of sales at ACU-Serve. “Providers are looking for real answers, not buzzwords.”

Veterans return with a fresh purpose

That same spirit of dialogue drew Cheryl Henninger, senior consultant and owner of TaGer Enterprises, to exhibit for the first time after three decades as a provider, accreditation surveyor and consultant.

“I’ve been a speaker at Medtrade and enjoyed sharing helpful information,” said Henninger. “Now I’m hoping one-on-one time as an exhibitor is even more helpful.”

Demand grows for unified, efficient tech

In the wake of the CBP news, Julie Ford, director of marketing at Brightree, says providers are looking for a partner who can help them achieve goals across their entire operation, not just one step of the process.

“We consistently hear from providers that they want technology that helps them do more with less,” said Ford. “At the same time, providers are becoming more wary of adding yet another point solution.”

Manufacturers lean into durability and ROI

Companies like Invacare are also responding to the current environment with durable, easy-to-service products that reduce total cost of ownership, offering providers a clearer return on investment in a margin-conscious environment.

“We’re seeing strong demand for products that balance performance, reliability, and affordability,” said Moe Husien, senior product manager for Invacare Lifestyle. “Providers are increasingly focused on solutions that are easy to service, reduce total cost of ownership and streamline operations.”

A long-term look at cost of ownership

Rhythm Healthcare is responding to the same trend through the lens of long-term strategy.

“We’re seeing a clear shift among providers away from evaluating products solely on upfront cost and toward a more comprehensive focus on total cost of ownership,” said Doug Francis, CEO of Rhythm Healthcare. “Providers are actively seeking ways to reduce operating expenses while also differentiating themselves in competitive markets.”

Policy pressures follow exhibitors onto the show floor

Exhibitors aren’t just aware of what’s happening inside the convention center – they’re watching Washington, D.C., as well. Kevin Smith, president and CEO of Inogen, says the company is tracking multiple legislative and regulatory developments, including the SOAR Act and DMEPOS Relief Act, as well as any future changes to expand CBP beyond the current remote-item delivery product categories.

“We are still closely monitoring the activities and decisions being made around changes to the competitive bidding program so that if/when oxygen is re-added, we are ready to respond appropriately,” said Smith.