HME Today: What is the single biggest way that diabetes providers can stand out in today's reimbursement environment?

Jennifer Delphia, vice president, marketing, diabetes division, Byram Healthcare, White Plains, NY: I don't know that there is a single way because there are so many moving parts to the equation. Current reimbursement levels are forcing providers to be careful about maintaining good relationships with their vendors, while seeking quality health care products at competitive prices. When this trend narrows product selection, it is important to maintain a distinction from competitors by excelling in the area of service and value to the end user. A solid relationship across the spectrum of client care—including vendors, insurance organizations, health care providers, and the people living with diabetes—will make a diabetes provider stand out in today's reimbursement landscape.

HME Today: Can you describe a specific example where your service and dedication led to a fruitful and lasting referral relationship?

Delphia: One example stems from a somewhat unusual referral relationship in that the referral source was a person with diabetes, rather than a health care provider, which is a more typical referral source. I had conversations with this client over the course of many years in regard to her supply reorders. Even though my position had changed within the organization, I still took the time to say hello and to check in with her regularly. She was a person who mattered, and not just a client number to me. Because of our relationship, she constantly referred anyone she knew or met to the organization. Additionally, when she received calls from other competitors, she could tell they weren't "her company," and was never induced into switching to someone else.

HME Today: For diabetes providers looking to stand out in the niche, what crucial mistakes should they avoid at all costs?

Delphia: Do not overpromise and/or underdeliver. If you say you provide excellent service, you must provide excellent service. This is a competitive marketplace, and diabetes providers must be innovative when it comes to product lines and services. You can't just be a "me too" company offering the same as everyone else. You need to keep changing things up so that you can stay in touch with updates in the marketplace and client needs.

Jennifer Delphia

HME Today: What do you expect the diabetes business to look like a year from now?

Delphia: We are in an election year, competitive bidding is still looming over the industry, and reimbursement is constantly changing. We are dealing with lower rates and changes in medical and pharmacy benefits. This combination of factors may start to force consolidation, or some companies to leave the marketplace. Providers will need to be particularly conscious of how to do more with less to be able to maintain an advantage over their competitors.