Speakers at HIRA meeting underscore the importance of strategic thinking
Cleveland has more to boast about than LeBron James. Excellent restaurants, night life, a great sports stadium, the Rock and Roll Hall of Fame and – of particular significance to Repertoire readers – the Global Center for Health Innovation. It was also home to the Health Industry Representatives Association Annual Conference this summer.
“The initial reaction by some members was, ‘Why Cleveland?’” says HIRA Executive Director Charlie Higgins. “They were a little skeptical due to Cleveland’s history, and they didn’t see the value of meeting there. But everyone left with a new, positive opinion of the city and what it had to offer.”
The Global Center features four themed floors: “Health and Home” on the first floor, highlighted by a state-of-the-art patient home; “People, Patients and Caregivers” on the second floor; “Clinical Spaces” on the third floor; and “Health Care Information Technology” on the fourth floor. The final day of HIRA’s meeting was held at the Center.
Other highlights from the meeting:
- Jack Addicks, president of Keystone Consulting Associates, conducted a four-hour “Best Practices/Building Business Equity Workshop” for independent reps and manufacturers.
- Mark Mayfield, comedian, delivered a humorous but informative message about managing change.
- Adam Glazer, HIRA attorney, delivered a presentation on insurance and liabilities. “He effectively covered most of the potential liabilities in everything from running a business to working in the critical care areas of the hospital,” says Higgins.
- Joseph Lewarski, vice president of clinical affairs, Invacare Corp., offered an overview of the Affordable Care Act, including accountable care organizations, the Hospital Readmission Reduction Program, medical homes, telemarketing, etc.
- Rhett Suhre, director, HCIR credentialing, Abbott, provided an overview of industry efforts to establish uniform best practices for the credentialing of all medical representatives within the industry. Suhre is co-chair of the Coalition for Best Practices in HCIR Requirements.
- Michael Marks, managing partner, Indian River Consulting, discussed opportunities for the independent representative firm in today’s changing healthcare industry. “A large part of Mike’s presentation was how to think about the rep business from a strategic instead of a tactical perspective,” says Higgins. “The ‘Cliff Notes’ version is, ‘Start thinking about what you want your business to look like five or more years out, and then backward chain to get back to today.’”
- Allen Passerallo, senior director, strategic sourcing, supply chain management, Cleveland Clinic, provided an overview of the product review and selection process at that IDN. Through the use of physician and clinical input, as well as best-in-class analytics, Cleveland Clinic attempts to acquire products and technologies that improve patient outcomes and reduce cost.
- John Paganini, senior management, interoperability initiatives, Healthcare Information and Management Systems Society, discussed the importance of the connectivity of information, including patient records and product usage.
Sixteen manufacturers exhibited at the conference, says Higgins. “Each was given the opportunity to introduce themselves, their company, and their products.” Several were able to connect with HIRA members for representation.
Next year’s HIRA conference is scheduled for July 22-24, in Charlotte, N.C., at the Ballantyne Hotel.