PRESENTED BY: Aaron Sorensen, MBA, CPO, LPO O and P Billing Solutions, Inc.

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1 PRESENTED BY: Aaron Sorensen, MBA, CPO, LPO O and P Billing Solutions, Inc.

2 Location Marketing approaches Product/referral mix Payer makeup Relationships with Manufacturers/Distributors Additional thoughts/concerns

3 Within one market Traditional One office Off-site from hospital or MOB Lower cost rent Many times free standing May be owner of practice and bldg Newer approach Several smaller offices Same bldgs as referrals MOB or hospital Ease of referral Convenience matters Busy lives, limited time of patients

Newer approach Several smaller offices Same bldgs as referrals MOB or

4 Multiple markets Do you have the infrastructure in place? Fab at each location? Billing at each location? Shipping supplies to each office? Full time office/staff and costs associated Need cost accounting for analysis Managing time/ management staff Hours running practice vs patient care

5 Multiple markets Intrastate vs interstate Different payers Expansion of current contracts may be difficult Different CMS regions even makes difference Reimbursement rates Different auditing focus of products Different internal interpretation LCDs

regions even makes difference Reimbursement rates Different

6 Marketing/sales/ads Costs associated with media? Traditional media expensive per person Market reach? Narrow vs wide Geographic area Target market demographic Options TV Radio Print Social media Internet Sales force Sponsorships/vendor participation

Narrow vs wide Geographic area Target market demographic

7 Television (traditional) Great for visuals!!!!! Research readily available for viewership Cable Pin point markets/viewer mix Local Wider net cast Local news Older population Dedicated and loyal! Commercial production Independent company Television station

markets/viewer mix Local Wider net cast Local news Older

8 Radio No visuals Distraction from message Driving Working Loss of market reach: Satellite radio Smart phones I-pods Few, but CD players Internet radio, broad reach by listener Several options for genre Not inexpensive Positive generally wide area of reach

CD players Internet radio, broad reach by listener Several

9 Print All but dead! Reach minimal On decline Expensive! Social Media Facebook Twitter Always new sites Demographic differences Age Marital status Hobbies Ethnic background of user

10 Social media Free for basic usage and site Need to keep sites: Fresh Relevant Keep it professional Timely with postings Too frequent or rare; turn off May be time consuming Staff dedicated to social media Can purchase ads Research data available at cost

frequent or rare; turn off May be time consuming Staff

11 Internet Website Interactive Educational Informative Blogs? Videos?! Purchase google ads Purchase links/button space from other sites Post info for search engines Frequent posts/changes for recognition by search engines

12 Sales force Sales staff Boots on the ground Personal selling Routine contact Face of company Target: medical professionals Physicians PTs Nursing home staff Hospital staff Case managers PT Work comp case managers

medical professionals Physicians PTs Nursing home

13 Sponsorships/Vendor participation Costs/single event Sponsorships Charity golf outings MDA walk Special Kids 5K Wounded Warriors Vendor participation Rent table/booth Case manager meetings PA meetings State physician meetings Guest speaker opportunities

Wounded Warriors Vendor participation Rent table/booth Case

14 Identity of your company? Pedorthic, orthotic or prosthetic company? Low cost provider? Quality of product dispensed? Quality of delivery system? Superb customer service? Who is the customer? Patient Physician/PT Payer Custom device specialist? Superior prosthetic provider? Specialize in a demographic? Pediatric Geriatric Acute care niche? On call 24 hrs.? High inventory

Who is the customer? Patient Physician/PT Payer Custom device specialist?

15 What is important to your model? Repeat Business by patient? Lower volume /higher margins? High volume product/ moderate to low margins? Custom vs OTS? Must understand the repercussions from these decisions: Cost of staff CPO vs CO vs CP vs RFO vs Cped vs registered assistant # of on-site technicians Administrative costs associated with paperwork/phone calls/patient scheduling State and federal qualified provider language Repeat by patient: Prosthetics Socket replacements New prostheses Replacement consumables New technology Pedorthics Diabetic care Functional orthoses Minimal repeat business OTS orthoses Spinal

Administrative costs associated with paperwork/phone calls/patient scheduling State and federal qualified provider language Repeat by patient: Prosthetics

16 Payer Mix Do not want referrals to think of where to refer! BUT.. Must be conscious of reimbursement point Reimbursement effect product dispensed? Preferred product list? Margins? Clinical and technical staff education Negotiate a carve out of codes

effect product dispensed? Preferred product list? Margins?

17 Relationships important Negotiate payment terms Delays in reimbursement strain small companies Discounts based on volume Preferred status for new product trials Low cost CEUs for credential Low cost education Assistance with reimbursement and documentation

Preferred status for new product trials Low cost CEUs for

18 Reserve cash Build up reserves for unexpected ICD 10 Audits renewing Payer announcements of cuts TN BCBS 30% Referral loss Retirement Merger with hospital/practice Move from market

19 Staff Not just credentials! Dedicated staff Knowledgeable staff Personalities that compliment! QUALITY staff builds quality organizations! All positions within organization

20 Please provide feedback to your Freedom sales representative of future topics to cover and if you find these webinars helpful. Rob Cripe VP Global Marketing Ph Aaron Sorensen, MBA, LPO, CPO President,OPBS Ph

Rob Cripe VP Global Marketing rcripe@freedom-innovations.com Ph.

PRESENTED BY: Aaron Sorensen, MBA, CPO, LPO O and P Billing Solutions, Inc.

PRESENTED BY: Aaron Sorensen, MBA, CPO, LPO O and P Billing Solutions, Inc. General Medicare Coverage Guideline General Lower Extremity Prosthetic Policy Coverage Indications and Limitations Section 1833(e)