Stock and Bill Ramblings #2
Todd Griffin
Description
Collection
Title:
Stock and Bill Ramblings #2
Creator:
Todd Griffin
Date:
8/20/2001
Text:
Dear O&P'ers,
While going through the replies to my previous post, a thought occurred to
me that I thought many of you might be interested in. There is (in theory)
a way for you to coexist with a stock and bill program in your area. Here's
an interesting aspect about them that you might not know:
Stock and Bill programs (on paper) involve very little of the business that
a typical O&P shop would lose from an orthopedic practice when one is
started. When the contracts for a S&B are written, there is normally a
maximum dollar amount (either based on product cost or billed amount) for
the products it includes. In my previous life as a DonJoy rep, I would go
into offices that had a competitor's S&B program and enlighten them on the
fact that their contract did not include items such as off-the-shelf or
custom functional bracing or osteoarthritis bracing. If the doc was not
pleased with the brace he was stuck with in the closet, he would research
this with the practice manager. When he found out it was true, scripts for
DonJoys came streaming out of that practice to guys like you! (Yes, I know,
the concept of an O&P friendly DonJoy rep is hard to swallow, we are a dying
breed!)
S&B programs, ON PAPER, typically only include the nickel and dime items
like wrist splints, cast boots, arm slings, etc. that you were probably not
getting anyway. (And, for that matter, would you even want it? Sorry,
different topic) The manufacturers run these programs for two reasons: (1)
Making more money on these inexpensive products, and (2) Engraining their
rep in that office so they can easily push the big ticket items. They are
NOT part of the official deal! That being said, don't think the rep won't
fight tooth and nail for that business, but he doesn't have a lock on it.
If you are feeling the pinch from a S&B program, here is my suggestion: (1)
Get in there the second you get wind of it and talk to the doctor who's
referrals have stopped coming (I know marketing is a relatively foreign
concept for your industry, but humor me). Play innocent, and ask if there's
a problem. If he or she tells you that Big Brother has invaded, tell him
how happy you are for him. (After all, that clinic just figured out how to
cut thousands of dollars out of their operating overhead while making a few
bucks on space rental) (2) Next, inform your new friend that these
programs typically don't include the (i.e.) Defiances and Legends that he
used to send you, and encourage him or her to go read the fine print. If
this turns out to be the case, (3) Tell him to give them the junk that
nobody really wants anyway, but that his or her patients need the expertice
that comes only from your professional training and years of experience (or
some similar sales pitch that they won't listen to anyway). Then ask him or
her if there is any problem with your services, whether it be cost, customer
service, etc. And (4) be prepared to address whatever they say, and NOT by
giving excuses, by making changes! Show them you want to earn their
continued support!
I know this is rambling (insomnia again!), and I apologize for some of the
sarcasm, but this could really help some of you experiencing this problem,
especially if you already have a decent relationship with the referring doc.
If anyone out there has a doctor tell them that the higher priced items
are also included, let me know. That would be a new development to me.
Trust me, if I can pull this off by just pushing brochures and product
samples, you guys should be able to show that doctor (if you haven't
already) the face behind the service their customers used to receive, and
give them a way to have the best of both worlds!
Sincerely,
J. Todd Griffin MS, ATC
_________________________________________________________________
Get your FREE download of MSN Explorer at <URL Redacted>
While going through the replies to my previous post, a thought occurred to
me that I thought many of you might be interested in. There is (in theory)
a way for you to coexist with a stock and bill program in your area. Here's
an interesting aspect about them that you might not know:
Stock and Bill programs (on paper) involve very little of the business that
a typical O&P shop would lose from an orthopedic practice when one is
started. When the contracts for a S&B are written, there is normally a
maximum dollar amount (either based on product cost or billed amount) for
the products it includes. In my previous life as a DonJoy rep, I would go
into offices that had a competitor's S&B program and enlighten them on the
fact that their contract did not include items such as off-the-shelf or
custom functional bracing or osteoarthritis bracing. If the doc was not
pleased with the brace he was stuck with in the closet, he would research
this with the practice manager. When he found out it was true, scripts for
DonJoys came streaming out of that practice to guys like you! (Yes, I know,
the concept of an O&P friendly DonJoy rep is hard to swallow, we are a dying
breed!)
S&B programs, ON PAPER, typically only include the nickel and dime items
like wrist splints, cast boots, arm slings, etc. that you were probably not
getting anyway. (And, for that matter, would you even want it? Sorry,
different topic) The manufacturers run these programs for two reasons: (1)
Making more money on these inexpensive products, and (2) Engraining their
rep in that office so they can easily push the big ticket items. They are
NOT part of the official deal! That being said, don't think the rep won't
fight tooth and nail for that business, but he doesn't have a lock on it.
If you are feeling the pinch from a S&B program, here is my suggestion: (1)
Get in there the second you get wind of it and talk to the doctor who's
referrals have stopped coming (I know marketing is a relatively foreign
concept for your industry, but humor me). Play innocent, and ask if there's
a problem. If he or she tells you that Big Brother has invaded, tell him
how happy you are for him. (After all, that clinic just figured out how to
cut thousands of dollars out of their operating overhead while making a few
bucks on space rental) (2) Next, inform your new friend that these
programs typically don't include the (i.e.) Defiances and Legends that he
used to send you, and encourage him or her to go read the fine print. If
this turns out to be the case, (3) Tell him to give them the junk that
nobody really wants anyway, but that his or her patients need the expertice
that comes only from your professional training and years of experience (or
some similar sales pitch that they won't listen to anyway). Then ask him or
her if there is any problem with your services, whether it be cost, customer
service, etc. And (4) be prepared to address whatever they say, and NOT by
giving excuses, by making changes! Show them you want to earn their
continued support!
I know this is rambling (insomnia again!), and I apologize for some of the
sarcasm, but this could really help some of you experiencing this problem,
especially if you already have a decent relationship with the referring doc.
If anyone out there has a doctor tell them that the higher priced items
are also included, let me know. That would be a new development to me.
Trust me, if I can pull this off by just pushing brochures and product
samples, you guys should be able to show that doctor (if you haven't
already) the face behind the service their customers used to receive, and
give them a way to have the best of both worlds!
Sincerely,
J. Todd Griffin MS, ATC
_________________________________________________________________
Get your FREE download of MSN Explorer at <URL Redacted>
Citation
Todd Griffin, “Stock and Bill Ramblings #2,” Digital Resource Foundation for Orthotics and Prosthetics, accessed November 24, 2024, https://library.drfop.org/items/show/217191.
