Every first-rate HME provider
knows the importance of a
comprehensive resupply program,
but providers specializing in sleep
therapy are particularly aware of how
resupply can affect patient outcomes
as well as their bottom lines. Effective
programs are efficient, regular and
accomplish the ultimate goal of
helping patients comply with their
therapy regimens, leading to satisfied
clients and referral sources.
Consistent patient
communication, a key element of
any successful resupply strategy, has
become even more important during
the COVID-19 pandemic. Since most
sleep labs are temporarily closed or
operating at lower capacity during
the crisis, providers are not seeing
the same flow of new patients seeking
CPAP machines or other sleep
therapy equipment.
In turn, providers are increasingly
reliant on reorders from their existing
customer base to fuel dependable
revenue streams. Through a
multi-level approach that includes
contacting patients through emails,
phone calls, texts and app-based
communication, HME businesses
have a better chance of completing
reorders and maximizing profit
margins during a demanding time
for healthcare companies.
As clients desire near-immediate
answers to questions on issues or
reorders, leveraging the growing
suite of patient communication tools
available from industry software
companies is crucial to increasing
low-touch revenue.
MEETING PATIENTS WHERE THEY ARE
Successful sleep therapy providers
have abided by similar principles
for as long as the HME industry has
existed: educating the patient about
their condition and the equipment
they require to treat it is absolutely
pivotal to ensuring the patient
complies with their therapy and reorders
supplies.
As the population of sleep apnea
patients grows each year, providers
must meet demand without sacrificing their level of engagement
with patients – a tough task when
providers are already overextended
in the first place. Luckily, technology
options have emerged to
help deliver a high-quality patient
experience, particularly for younger
customers who are more accustomed
to using mobile apps and
patient portals.
Gary Sheehan, who became the
CEO of Spiro Health in April and
remains president of Cape Medical
Supply in Massachusetts, noted
that generally, the sleep patient
population tends to be younger and
more likely to take advantage of
technology solutions than oxygen
patients, who are overall part of an
older generation.
“For us, it’s however you want to
communicate with us as a patient or
however you want us to communicate
it with you, we have an option
for you,” Sheehan said. “To me,
that’s how you deliver the best
patient experience. It’s about seeing
where their expectations live and
meeting them there.”
Cape Medical’s technology
partner is Brightree, which launched
the Patient Hub app and web portal
in 2018 to place all patient interactions
into one automated platform.
Within the software, HME providers
can set up push notifications
requesting more information from
patients or updating them on order
and delivery status. In addition,
patients have the ability to upload
financial information and insurance
updates as they happen.
Before choosing a patient
communication solution, Sheehan
encouraged providers to evaluate
their specific business practices and
workflow issues before turning to a
technology partner for help.
“There’s no silver bullet here,”
Sheehan said. “You need to understand
your own business process and
build out solutions that accommodate
those processes. You can’t over-tech a
process until you’ve taken out unnecessary
steps and duplications prior to.”
OPTIMIZING AND
AUTOMATING COMMUNICATION
Breakdowns in communication,
whether it’s through unanswered
phone calls, unread emails or
ignored push notifications, can
lead to major issues for providers,
especially when it comes to retention
of patients and referral sources.
If a patient is not reordering equipment,
that means they are likely not
following their therapy regimen –
and their doctor or primary healthcare
provider will know it. That’s the
opposite of the reputation that HME
businesses are hoping to build.
Manual communication methods
and tracking of patient contact
can quickly lead to these types of
issues. As providers work to maintain
multiple resupply schedules, follow
up with several payers and meet
resupply regulations, it’s easy to see
how making patient calls can fall to
the end of a provider’s priority list
and slip through the cracks.
Automated tools that take the
guesswork out of communication
can make all the difference in the
sleep therapy space. Providers should
consider software solutions that learn
more about the patient’s preferred
methods over time and eliminate ineffective
business practices.
If an email outreach has been
unsuccessful in the past, these tools
will switch to guided call scripting or
messaging at different times of day to
find the best ways to reach even the
most difficult, non-compliant patients.
IMPROVING RESUPPLY EXPERIENCE
The positive impact of patient
communication tools is doubled if
patients are given clear expectations
at the outset of their PAP
therapy setup. Sending the right
message about the importance
of resupply and simplifying the
options for clients makes it easier
for providers to seek reorders
during difficult times, including the
current COVID-19 crisis. And if there
are issues with the supply chain or
product demand, the patient may be
more likely to forgive a provider who
has sent regular updates in the past.
Letting patients express their
preferences and learn more about
their options allows them to feel like
an active member of the process.
Demoing an IDR call or showcasing
the web portal for reorders reduces
frustration with communication tools
and improves the entire experience
for patients and providers.
“Most patients are on therapy for
their whole lives, and the longest
period of time that patients are
going to spend with therapy is in that
resupply phase,” Sheehan said. “So
we want to make sure that we deliver
a seamless order and re-order solution
to deliver the strongest patient
experience possible.”
POINTS TO REMEMBER
- Patient communication is a key element of
any resupply strategy, but particularly in sleep
therapy, where compliance is low and the patient
population is growing. - Because most sleep labs closed temporarily
due to the COVID-19 pandemic, the flow of new
patients has slowed, making resupply revenue
even more important to providers. - Automated tools can take the guesswork out
of communication by reaching out to patients
based on their preferences and previous
engagement with providers. - A multi-level approach is typically best for
ensuring that patients submit their resupply
orders on time. - Patients should be informed about IDR calls,
web portals, text messages, emails and other
communication options at the outset of therapy
so there are no surprises down the road.
LEARN MORE
HME Business regularly covers the latest developments
in sleep therapy and resupply. Learn more
by visiting the Sleep Therapy Solutions Center.