At the end of every year, we expect retail merchants to slash prices. We don’t, however, expect employers to slash jobs in record-breaking numbers. Unfortunately, the recession has ushered in layoffs totaling 2.59 million—with even more expected to follow in the coming months. But, as the majority of industries reduced payrolls effective January 1, the healthcare market managed to escape such a fate, according to the Bureau of Labor Statistics. The healthcare industry has been a newsmaker across the board, including in the printing industry. Are companies’ forms CMS-compliant? Are prescription pads secure enough? Are electronic forms the best solution for automation? And the questions go on. As more professionals begin to realize the opportunities of this market, competition will gain more ferocity. To help distributors cure any lingering recession ailments, Print Professional (PP) turned to two leading healthcare suppliers:
• Jim Magdaleno, healthcare compliance manager, TFP Data Systems, Oxnard, Calif., www.tfpdata.com.
• Jessica Wenz, product marketing specialist, Wilmer, Dayton, Ohio, www.4wilmer.com.
Find out what needs to be learned and accomplished in this particular market niche to avoid flatlining in 2009.
PP: What types of medical/healthcare products does your company produce?
Magdaleno: For non-institutional use, [we produce] the CMS-1500 Insurance Billing Claim Form (laser, one- to three-part continuous). For corresponding envelopes, [we supply] the number 101⁄2” 1500E gum-seal [and the] 1500ES self-seal, which accommodates 10 claims. [TFP also produces] the jumbo 1500LR 91⁄2x12”, which accommodates up to 50 unfolded claims. For institutional use, [we offer] the UB-04 Insurance Billing Claim Form (laser, one- to five-part continuous) along with the jumbo envelope (1492LL). We also offer CMS-1500 and UB-04 Form Filler software and a complete line of ADA Dental Claim Forms with corresponding envelopes.
Wenz: We have been in the healthcare market for a number of years and continue to serve our customers’ needs by offering new products. Wilmer produces prescription pads, claim forms, envelopes, HIPAA forms, filing folders and labels.
PP: What are some of the current issues stealing the limelight in this particular product sector? Are the rates of prescription fraud and medication errors slowing down, or are these still the primary hot topics of this market? How do your products help to prevent these types of things from occurring?
Magdaleno: The above are true and will continue to be part of the medical industry landscape, but another hot topic currently is the migration from the ICD-9 to the ICD-10. These are clinical modifications with diagnoses and procedure codes used by all medical providers and inpatient hospitals. Also, [there is] the HIPAA compliance transition from the electronic submission process of the 4010 to the 5010—these two issues are the main topics within the healthcare industry and distributors should get a bit of understanding on them to help them sustain stronger relationships with their medical accounts. [In addition,] these two issues will surely impact the current paper claim forms. TFP is working with organizations to develop tools that will aid the transition and implementation process[es], so stay tuned for information as we move forward.
Wenz: E-prescribing is definitely something to consider when talking about the healthcare market. Although our prescription pad sales continue to rise, the government is increasingly adding incentives to get the market to switch to electronic conversions of prescriptions, medical records and filing of claims. Time will only tell how long the paperless adoption will take place. It appears that, due to costs of the setup, training and maintenance, the smaller practices cannot afford this direction. Wilmer offers seven standard security features on all of our prescription pads, and exceeded the Medicaid requirements long before the requirements were active.
PP: What was your best-selling medical product of 2008? What are some products or capabilities your company will launch or promote in 2009?
Magdaleno: The CMS-1500 Laser Format Insurance Billing Claim form is the most widely used form in America, and is our best-seller. [In 2009,] we are promoting the CMS-1500 Form Filler software—Speedy Claim—that aids the non-electronic record-keeping user facility with a reliable and transitional product that is cost effective and powerful.
Wenz: Wilmer’s best-selling healthcare products are our forms and envelopes. Our biggest growth was in prescription pads, however. We will continue to add to our prescription pad line in 2009, with a new product rollout in February.
PP: Please describe some value-added features your medical products showcase to help customers stay on top of an ever-changing market.
Magdaleno: [We offer] professional marketing materials [to help] our customers convey a level of understanding in the medical market. ... TFP has the most complete and compliant healthcare product line within the industry. ... Our alliance with the National Uniform Claim Committee (NUCC), National Uniform Billing Committee (NUBC), Centers for Medicare & Medicaid (CMS), AMA and AHA was strengthened in 2000 when they came to TFP Data Systems and asked for support with the redesigning of the new CMS-1500 and UB-04, formerly known as HCFA-1500 and UB-92. Since then, we have supported them with the rollout of the new form revisions in 2006 to 2007 and continue to support them with current compliance issues that affect the billing claim forms. ... With that said, we have built an alliance with these organizations to provide our customers with the most up-to-date information pertaining to issues, changes, etc.
Wenz: Wilmer’s sales representatives have always been great about listening to what their customers are after and sending the information to their marketing team. That communication line from the customer to marketing keeps us on top of what the customer is after. We continue to review news bulletins and conferences with the medical boards to keep up with changes happening on the forefront.
PP: With all of the recent discussion concerning healthcare reform and “paying for results,” do you see a drive toward electronic forms in the near future? Why or why not?
Magdaleno: It’s important to note that although an electronic insurance billing claim form may start out in electronic format, 50 percent of the time that claim will require clarification, corrections or an attachment to be completed. So the paper aspect is not omitted completely. Over the last 10 years, the ratio of filing electronic versus paper [filing] are uniquely the same with 60 percent electronic and 40 percent paper. I was surprised by what I found out over the [last] 10 years of my research. Nine percent of small practices—one to five doctors—are using electronic health records; 91 percent are not. [In addition,] 51 percent of large practices—50 or more doctors—are using electronic health records; 49 percent are not. This data includes diagnosis, prescription filing and electronic billing.
Wenz: I feel we will get there, I’m just not sure it will happen as quickly as anticipated. In this economy everyone is watching their dollar. The time and expense that would go into the transferring of documents is hard for small offices to justify in their budget. The larger hospitals have more funding for such programs. When the younger doctors enter their practices, and can start off electronically, is when the boom will hit and a paperless society may truly happen.
PP: How do your medical/healthcare forms comply with state guidelines and regulations issued by the government?
Magdaleno: TFP has the most complete and compliant healthcare product line within the industry [as seen through our alliance] with the NUCC, NUBC, CMS, AMA and AHA. … My office is contacted whenever a form’s compliance is questioned, so we can offer client[s] the correct solution for their account, and we are the official licensor of the form for the NUBC.
Wenz: Wilmer stays up-to-date with government guidelines and changes any forms when needed. We also continue to supply old documents during the conversion process.
PP: What is a common misconception about medical form products? Do many selling opportunities still exist in this market or is such an idea exaggerated?
Magdaleno: [The biggest misconception is] that forms are going electronic and paper will go away completely. ... And yes, there are many selling opportunities available if you provide quality products and can become a reliable source and provide compliance information that supports the account.
Wenz: The biggest misconception is that it’s going paperless quickly. Medical forms continue to be a viable healthcare product for physicians.
PP: Based on your past expertise, what is your diagnosis for 2009 sales in this product sector? What measures are your company taking to soften the blow of the U.S. recession? How do you respond to the statement: “Things have to get worse before they get better?”
Magdaleno: [This year] will be an opportunistic year to sell to the medical industry. Start by laying the groundwork with prospects and customers that you are and will be in touch with. ... Business owners and distributors are in shell shock over the economic situation, and express that their overall business is down and will continue to decline [in 2009]—this is a case of business owners being paralyzed and having no proactive approach to their own business. TFP products allow you to sell billing healthcare forms products that healthcare industries must have. Are we isolated to what’s going on? To a degree, so let TFP help you turn this into an opportunity.
Wenz: [This year] will be tough on everyone. I think the healthcare [industry] will continue to succeed, as always. We continue to watch our inventory and not over-produce a product as we invest in ways to get it produced more quickly without giving up the quality customers expect from us.
PP: What types of questions should distributors be asking end-users when trying to close a sale?
Magdaleno: Do you require an affordable software form filler to populate and store the data of your patient information? Do you need envelopes with the claim form order? Are you part of a medical group and may I contact them? How often should I place your claim form order to prevent you from running out?
Wenz: Are your prescription pads Medicaid-compliant with at least three security issues? Do you use HIPAA patient sign-in forms?
PP: Is there anything you would like to add?
Magdaleno: TFP Data offers compliance expertise and products; fulfillment/drop ship programs from five locations; marketing support; the latest news pertaining to healthcare changes; and compliant solutions to help you get closer to your goal. PPR
- Companies:
- TFP Data Systems
- Wilmer
- People:
- Jessica Wenz
- Jim Magdaleno