eNews August 17, 2022

The latest news affecting you and your customers… from the Independent Medical Specialty Dealers Association

Home-based COPD rehabilitation

Remote monitoring with health coaching promotes COPD wellness and behavior change given its effect on all aspects of quality of life, self-management, daily physical activity, sleep, and depression scores, conclude researchers in the Annals of the American Thoracic Society. It represents an effective option for home-based rehabilitation.

Health systems love ambulatory surgery centers

Most hospitals and health systems are planning to increase investments in ambulatory surgery centers (ASCs), according to a survey commissioned by Avanza Healthcare Strategies. Key findings include: 1) Hospital systems are expanding their ASC portfolios, and many are converting hospital outpatient departments to ASCs; 2) more than 80 percent of hospital systems surveyed have one or more of their ASCs as joint ventures with physicians, and more than half are allowing employed physicians to invest in their ASCs; and 3) third-party management and partnerships continue to decline.

Acute pulmonary embolism is risk for kids with Long COVID

Compared with patients aged 0–17 years without previous COVID-19, those with previous COVID-19 had higher rates of acute pulmonary embolism, myocarditis and cardiomyopathy, venous thromboembolic event, acute and unspecified renal failure and type 1 diabetes, all of which were rare or uncommon in this study population, according to the Centers for Disease Control & Prevention. Post–COVID-19 (post-COVID) symptoms and conditions are new, recurring, or ongoing health problems that occur four or more weeks after infection with SARS-CoV-2, the virus that causes COVID-19.

ED stats

Americans made 143.5 million visits to emergency departments in 2018, according to a HealthCare.com analysis of federal data. Those in the lowest income quartile were found to visit EDs at a rate of 641 per 1,000, compared to 281 per 1,000 among those in the highest income quartile. The most common treat-and-release ED visits were for abdominal pain, respiratory infection and chest pain. And the average cost of an ED visit by payer was $660 (Medicare), $560 (private insurance), $460 (self-pay) and $420 (Medicaid).

Head-injury triage device labeled “Innovative” by Vizient

Bethesda, Maryland-based BrainScope Company announced its FDA-cleared, noninvasive, handheld, Class 2 medical device that uses artificial intelligence and machine learning technology to identify objective biomarkers of structural (intracranial hemorrhage) and functional (concussion) brain injury in patients with suspected mild traumatic brain injury received an Innovative Technology contract from Vizient Inc. The company says its current hospital customers have demonstrated a 30-60% reduction in use of head Computerized Tomography (CT) when using BrainScope.

From the 2022 IMDA/HIRA Conference

Now’s the time for real-time relevance

The main job of the sales rep is selling. Who would argue with that? But the question is, What’s the best way to do that job?

Is selling best achieved by telling prospects and customers about your product? Heck, a brochure or video can do that. Is it about convincing someone to buy your product even though they neither want or need it? Do that and you risk commoditizing you and your product. (“I already have one of those,” they’ll say. “Mine works just fine.”) You also risk being pegged annoying.

There’s a better way to go, said author, trainer, podcaster and speaker Mace Horoff, founder of Medical Sales Academy, at the 2022 IMDA/HIRA Conference in Itasca, Illinois. He called it stepping out of the “sea of sameness” into the “pool of distinction.” It’s done by talking to the customer or prospect about what’s important to that person AT THAT MOMENT. Horoff called it “real-time relevance,” that is, demonstrating to prospects how your product intersects with the issues they want to solve or address NOW. It could be time-savings, risk reduction, revenue generation, improved patient outcomes or satisfaction, or simplifying work processes in the practice.

There’s only way to attain real-time relevance: Asking questions. Horoff shared this anecdote from personal experience: Years ago, as an orthopedic salesperson, he needed a minivan to accommodate the cases and trays needed for the day’s procedures. He approached one dealer who, upon learning Horoff’s desire for a minivan, immediately demonstrated the luxury features and other amenities of one model. But another salesperson, at another dealer, first asked WHY he was looking for a minivan. Was it for comfort, traveling, cargo? When Horoff told him his need, the salesman focused on the ease with which Horoff could easily create space in the back of the van by folding down seats, etc.

Space was what was relevant to the customer. That salesperson knew that, and that’s what he addressed. And the sale was made.

Watch future issues of IMDA eNews for more reporting from this summer’s IMDA/HIRA conference.