S$B part 3

S$B part 3

The last of the parts.
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My $0.02 worth!

Sounds like you have a marketing and educational challenge ahead. Find out
as much as you can about the S&B situation(s). Is is a bracing company?
Who is doing the measuring and fitting? What is the turnaround time? What
fee schedule are they following? How much managed care is involved, and how
do you stack up on contracts? Etc., etc.

Next, sit down and make a thorough pros/cons list for both your services and
the S&B. Do what you can to minimize your cons, and prepare a battle plan
to present to your docs. Tell them the S&B guys can have the cast boots and
wrist splints, but to consider the caliber of service (if that's a con for
the S&B, and it may not necessarily be). Remind them you've been there for
their patients for a long time, and their continued support would be
appreciated. Get on your knees and beg if you have to, just get the message
across! They will forget about you if the S&B guys (or gals) keep meeting
more and more of their needs!

And don't forget the cardinal rule of marketing to doctors: TAKE GIFTS!
Cookies, donuts, anthing! Watch the pharmaceutical reps with expense
accounts, and learn to do it on a minimal budget! You are going to have to
get out there and fight for your market share, or the S&B companies or guys
like me will take it from you!

It amazes me that most O&P shops in this day and age do little or no
marketing! They have rested on their laurels for so long just hanging their
shingle and waiting for the business to come, I guess it is a hard habit to
break. But times have changed, and all the business will not just continue
to automatically filter your way. The higher end stuff will for now (and
should), but OTS and cookie-cutter custom business is officially up for
grabs, and has been for some time now!

Take that for what it's worth, which may or may not be much. I think it's a
lesson many in your field better learn fast!
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In reply to your MD analysis. The MD can stock,sell, and bill any devices.
It is no kickback if handles the whole service is kept inside the office.
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Summary;
 It seems we all get to deal with the stock and bill issue in our offices.
Several brief notes:
       1-I did not specifically identify ANY manufacturers
       2- I am in California not Florida
       3- We went through this about six/seven years ago. We have now seen a
resurgence of Stock and bill programs
       4-Don Joy has started a program they refer to as OfficeCare or
something close. They calim to do stock and bill in 600 clinics and MD office
nationwide. They clearly see this as their future. The sales reps they use in
our area also rep for surgical instrumentation, electrical stim and CPM.

Can/should orthotist try to stop it? Probably no to both. Do you as an
orthotist WANT wrist cock-up splints and neoprene knee sleeves that patients
can buy at Sport Mart? for the same price you do?

Some food for thought.

Ralph W Nobbbe CPO