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Retail as a lifeline: Apple Homecare’s answer to Medicare pressures

September 10, 2025Liz Beaulieu, Editor

STERLING, Mass. – The Centers for Medicare & Medicaid Services (CMS) has announced the return of its competitive bidding program for durable medical equipment (DME), a move that has stirred mixed emotions among providers like Joni Milluzzo, owner and CEO of Apple Homecare and Rehab Medical Equipment. Milluzzo, a respiratory therapist, vividly remembers the program’s initial launch in 2013 and the toll it took on her business, which at the time focused heavily on home oxygen,...

Apple Homecare and Rehab Medical Equipment, cash sales, Centers for Medicare & Medicaid Services (CMS), Competitive Bidding, Retail