New selling strategies for a new reimbursement environment
Do changes in post-acute-care reimbursement (i.e., the Patient-Driven Payment Model, or PDPM) call for changes in how distributor representatives sell wound care products and equipment? Repertoire asked Bob Miller, executive vice president of sales and vendor relations, Gericare Medical Supply.
Repertoire: In your opinion, how will PDPM affect the way post-acute-care providers assess and treat patient wounds (i.e., pressure ulcers, diabetic foot ulcers, leg ulcers, surgical wounds, etc.)? Have you seen any signs of this change occurring already?
Bob Miller: Post-acute-care providers have always provided excellent care for their patients. As far as that goes, it’s business as usual. But it’s true that they are closely assessing more complex patients because of the additional ICD-10 categories. They have done an excellent job of transitioning to PDPM, primarily because they were very prepared. I believe this goes back to the Centers for Medicare & Medicaid Services giving them ample time to get ready.
Repertoire: How has this affected the types (or quantity) of wound-care-related products or services your customers are seeking from you?
Miller: Some post-acute facilities are ordering more high-quality wound care products for their patients with complex wounds. They are doing so for two reasons: First, they are receiving more reimbursement for them, and second, these products allow nurses to really make an impact in healing wounds quickly, especially in the first five days. (That’s the way it should be anyway.)
There is another reason: Post-acute providers are going to be scrutinized and measured more closely on how they treat patients with wounds. It will be very important for homes to have a qualified wound care nurse on hand.
Repertoire: Does the post-acute provider have any incentive to prevent wounds from developing among its resident population? If so, is this reflected in the type of products they are seeking from their suppliers?
Miller: The patient getting better faster is always a positive for the patient, the home, and the hospital who sent the patient. You ask how? The discharge person sees that the hospital sent multiple people with complex wounds to this account, and all are doing well. This speaks volumes about the care that is being received at this home. The home strengthens its reputation with the hospital, and it will probably get more referrals because of it. The facility will grow in confidence, knowing they can handle more complex patients. What’s more, other residents will notice.
Repertoire: Any recommendations for distributor sales reps on how they should discuss wound care topics (including products and equipment) with post-acute providers?
Miller: Their first approach should be to ask more questions. Examples:
- What wound care products are you currently using for your complex patients?
- What types of patients are you seeing that you haven’t seen before (e.g., trachs, TPN)? I can help by providing respiratory experts, products for TPN, etc.
- Do you use reusable cloth briefs or disposables? (Disposables can wick fluid away, which might be more advantageous when using a wound care product.)
Most important, have a conversation with your key people and let them know you want to learn more about PDPM, so you can help them better.