With the recent onslaught of policy attacks against our industry, you have to wonder what we can possibly do to put an end to it. There is one painful truth that every provider must realize: The perception among federal policy makers is that our industry is fraught with bad actors ripping off the federal government. There are just a few who understand the difference that providers make in the lives of consumers each and every day.

In Washington, DC, we have a complete lack of understanding of the services we provide to consumers. And only this industry can change that misperception. Every single day HME providers make a difference in people’s lives. We must translate those everyday good acts into stories that make good local news.

Get in the habit of writing and issuing a press release every time your company is involved in a local effort. For example, HME providers routinely sponsor local disability group events, host equipment fairs, or engage in other community service activities. These are the stories that put a human face and voice on what we do, and how we make a difference in people’s lives. These are stories that effectively communicate our collective value.

Compile a list of all your local press, including newspapers, radio, and local television. Make sure all these media outlets receive a copy of your press release. (You should be able to disseminate your press release electronically to all these entities. The time-consuming part is getting the correct e-mail addresses up front.) Make sure your local, state, and federal politicians receive a copy of your press release; you should be able to send it electronically to all these offices as well.

Changing Perceptions
We will begin to change perceptions about our industry only if we educate every single member of Congress—435 Representatives and 100 Senators. They each need to be aware of what your company is all about and the differences you make in families’ lives—so that when a DME policy change is proposed, they hesitate and begin to ask questions about the impact of the proposed policy on you and the patients your serve.

To find out who your members of Congress are, check out the US Congress’ Web sites. You can find your Representatives by your zip code at www.house.gov. Similarly, you can locate your Senators at www.senate.gov. Familiarize yourself with your Representatives and Senators by reviewing their Web sites.

After identifying your members of Congress, write your Representatives and Senators a letter introducing you and your company, and briefly identify the issues with which you are asking assistance (such as rejecting President Bush’s proposed oxygen cuts), and what the member of Congress should do to assist. You can obtain members’ mailing addresses off their Web sites, but faxes and e-mail correspondence are better than US mail.

Follow up your letter with a phone call. If the member is unavailable, ask to speak with the health legislative aide. Set up a meeting time to discuss your issue with the member and their staff.

At the meeting, do not expect the member to be an expert on your business or the issue you are raising; do expect to spend more time with the health legislative aide who may need lots of education about the issue and the Medicare DME benefit. End the meeting by asking the member’s commitment to assist you with this issue.

Expect the member to be interested in how many of their constituents you “touch” through your customer base and their families, your employees and their families, and your ties to community groups. The larger this group, the better. Follow up with the health legislative aide, asking for a commitment to assist you.

A site visit is the most valuable way to educate a member of Congress and their staff about your business, the products and services you provide, the consumers you serve, and the impact of the many federal policy issues on your business. Conduct a tour of your facility and do it chronologically as you would receive business. For example, begin with intake and your customer service employees. Move to documentation and show the member the many different forms and other paperwork that are necessary. Show your products. If possible, take the member to a patient’s home (get permission from the consumer in advance!).

It may seem laborious and time-consuming, but this is no exaggeration: The future of our industry depends on our collective ability to get members of Congress to understand the value of home care. DP

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