Medtrade 2004 is now history, and as usual there is a lot of “Monday morning quarterbacking” about the HME services industry’s main event. Exhibitors question the validity of the show’s attendance figures and providers question the ever-increasing cost of attending. Everyone wonders how to breathe new life into the educational programs, especially in light of mandatory accreditation (as required by the MMA).

Here are two questions that should be included in the debate: 1) Is Medtrade providing the HME services industry with what it needs most at this time?; and 2) How can the annual fall (or spring) show be changed to meet those needs?

The answer to the first question is no. One needs only to look at issues of Dealer/Provider to find quotes from legislators and bureaucrats at the federal level who do not understand our industry, the products it provides, and the service component that goes with each of these products. Moreover, the people who set the policy for payment on the goods and services provided by the industry are basing their decisions on old practices and outdated technology.

Further, the educational component of Medtrade needs an infusion of new blood, and that new blood needs to come from the people enacting legislation and developing policies that affect the day-to-day operations of the HME provider. Think how helpful it would be if staff from Capitol Hill or CMS were able to conduct workshops that enable providers and manufacturers to understand how policies are made and the complex formula used to set new fee schedules. The industry is quick to criticize their actions, but there are few people who truly understand the decision-making processes employed.

The answer to the second question sounds simple, but implementation may be problematic. Everyone has heard that the three most important decision-making criteria when selling real estate are location, location, and location. The same is true with Medtrade.

For many years, the show was held in Atlanta. For reasons unknown to us, the fall show started moving around between New Orleans, Orlando, and Atlanta. These are all great locations, but not the best location for Medtrade.

At this point in the evolution of the industry, every event must be evaluated for its ability to educate and influence legislators and policymakers at the federal level. For this reason and several others, every effort should be made to move Medtrade to Washington, DC.

Consider the following: Washington has a new convention center with plenty of exhibit space. The Washington Convention Center is centrally located in a city with plenty of hotel rooms, great restaurants, and an excellent public transit system. In fact, the Washington Metro system is so good that many providers could rent hotel rooms in less expensive suburbs and still make it to the convention center via a 20-minute ride on the subway.

More important, having Medtrade in Washington would enable the sponsors and exhibitors to host special sessions (maybe even a cocktail reception) that legislators and policymakers could attend. It is a constant refrain of many industry advocates that decisions regarding payment policy and coverage guidelines for HME are done by people who never have the opportunity to see or touch the technology under consideration. Locating Medtrade in Washington would alleviate this problem and also provide an opportunity for manufacturers and providers to introduce policymakers to new technology.

Another plus for locating Medtrade in Washington is the fact that there is a well-organized constituency of articulate people with disabilities whose presence would enable policymakers to see, first hand, the outcomes that can be achieved when using appropriate HME items. Inviting these consumers to attend a Medtrade at the same time that policymakers are there would add a perspective of untold value.

VNU and its predecessors have done an admirable job of making Medtrade a “must-do” event. But times change and so must Medtrade. The battle for adequate reimbursement and reasonable policies will not end in our lifetimes. A critical tactic in winning future battles is to make sure that the industry does a more than adequate job of educating legislators and policymakers on the goods and services provided for patients in the home, as well as the impact of proposed new policies. Locating Medtrade in Washington would help immensely.

Cara C. Bachenheimer, JD, is vice president of government relations for Invacare Corp, Elyria, Ohio. David T. Williams is a consultant for political and legislative strategy.