I consider many factors when deciding which CPAP brands to carry. First, I look at the machines differently from the supplies. Second, I take into account my patients and my referral sources. Most patients are not aware of the different brands, so they do not play a major role in our purchasing decisions. However, our referral sources do play a role.

Quality assurance liaisons (fancy words for sales reps) must find out if the physicians or sleep laboratories have an opinion and/or care about what unit or supplies you dispense. Most of our referral sources do not prefer one brand over the other, but we have some who do. Stock the unit your referral sources prefer.

The sleep labs in our area (central Pennsylvania) prescribe specific masks at initial referral. Each lab has its favorites that they like to titrate, so we need to carry all the favored masks to satisfy our referral sources and patients.

We stock and dispense what you might call name brand masks. There are many options to purchase what I call "alternative brands," which you may want to consider. I put myself in the patient's shoes. I say the more selection, the better.

When establishing relationships with manufacturers, it is important to level the playing field so they understand what you will be using them for. For some, you will be just ordering masks and supplies, and for others, you will be ordering machines. Let them know up front what you are interested in, so that you are not wasting each other's time. From there, you can build a relationship based on trust. When establishing pricing with the manufacturers, there should be no false expectations.

ALL EGGS IN ONE BASKET?

Over the past few years, we have focused our CPAP, bi-level, and auto SV unit needs (as opposed to masks) on one vendor. I am not suggesting putting all your eggs in one basket, but that is what has happened with me (for the machines) and so far so good.

The manufacturer/partner you choose can be a huge asset for your company. It takes time and effort to establish the relationship, but it can be worth the effort. Manufacturers offer a wide area of expertise and resources. As an owner, it is my job to use these resources to the best of our ability.

A manufacturer's role in educating you and your staff members can be crucial. Ask the important questions:

• What can you provide for our staff?
• What can you provide to my referral sources?
• What can you do for our industry as a whole?
• Can you effectively share your knowledge and experience?

BUSINESS DEVELOPMENT

Todd Cressler

When choosing a manufacturer, determine their product focus. I prefer a company with an organizational structure that indicates that they take sleep seriously. I like to see that they are committed to sleep and have a passion about the products and services.

Do they offer all the types of equipment you will need to treat central apnea? We dispense auto-titrating units on a regular basis, and we need a manufacturer that offers this type of technology at a competitive price.

How has their product development progressed in the recent past? I want a company that is on the cutting edge. I want a company with programs that can help me grow my business.

COMMUNICATION

Communication is the key. Think of your manufacturer like one of your customers. Just as with your customers, most problems are due to errors in communication.

My referral sources have several manufacturers from different companies visiting them and presenting different products. We want and need to know what they are introducing and when. If a new mask comes out, I want it in stock before the manufacturer's reps are at the labs showing it and giving out samples.

For more information and articles on CPAP/Sleep, search our free online archives section. To view a cover profile of Todd Cressler and his sleep/CPAP-focused HME business, visit the December 2005 issue. To keep up with the latest industry news, visit our news section which is updated daily. If you prefer news delivered straight to your e-mail inbox, subscribe to our weekly (and free) Friday Report e-newsletter. We adhere to a strict anti-spam policy, and will not keep your e-mail for any reason.

Another part of communication is knowing who to contact in certain situations. I should know if all information should funnel through one person at the manufacturer. Establish the correct lines of communication up front. You do not want your customer service staff calling your rep for every little issue when they should be contacting the manufacturer's customer service.

Establish regular meetings with manufacturers just as you would with any other department. If I am going to use them to grow my business, then I better plan out my goals and objectives with them in mind. Make them a part of your solution to growing the business.

Meet as many people as you can. I went to Medtrade one year and met the president of a company (the one I did the most business with), which was a great experience. His knowledge and vision helped me focus my efforts on employer-focused marketing in sleep. I also ended up meeting approximately eight of their key department heads. The more people you know, the better.

Understand each other's goals instead of just trying to be understood. It is a two-way street. I need to create a win-win situation and encourage my partners to think outside the proverbial box.

Todd Cressler is the owner of CressCare Medical, with four Pennsylvania locations and corporate offices. He can be reached via e-mail: .