Over the Counter
Prescription drugs had the last laugh on the Joker. As Batman: The Dark Night continues to produce record-breaking numbers at the box office, Oscar-nominated actor Heath Ledger isn’t around to see what could eventually result in a post-humous Academy Award win for his Joker role.
In late January 2008, Ledger was found dead in his Manhattan apartment as a result of a drug overdose—but not from the stereotypical Hollywood indulgences in illicit drugs, such as heroin and cocaine. Instead, an accidental overdose of six different prescription drugs, including narcotic pain killers, sleeping pills and anti-anxiety medications, led the 28-year-old actor to his untimely death.
While Ledger’s passing received national media coverage, millions of similar prescription drug abuse-related deaths fly under the radar. According to the Centers for Disease Control and Prevention, poisoning from prescription drugs has become the second-largest cause behind unintentional deaths in the United States, prompting State, Local and Federal agencies to get involved as seen with the new Medicaid prescription laws. Nevertheless, ensuring state compliance to these laws is just one of the major trends in the healthcare industry, which shows the struggling economy hasn’t slowed down at least one fast-paced sector. As a result, suppliers and distributors handing out their own product- or solutions-based “prescriptions” can find hefty profits. Heavy hitters like Dayton, Ohio-based Wilmer and Fort Scott, Kansas-based Ward/Kraft weighed in on some of the precautionary measures taken to capitalize on the latest medical trends burning up the scene.
Can I Have My Remedy?
There’s no escaping it. One of the major trends in the healthcare industry is the Medicaid Tamper Resistant Prescription Law. Even though many Americans ingest pills legitimately, there are thousands more who obtain fraudulent and counterfeit prescriptions. Effective in April 2008, the law applies to written prescriptions for covered outpatient drugs, whenever Medicaid pays any portion of the cost of a prescription. Alternatives to written prescriptions, such as those transmitted from the prescriber to the pharmacist via fax, verbally or through an e-prescription are not affected. To date, the law mandates prescription pads contain tamper-resistant features that accomplish at least one of three tasks:
• They must prevent unauthorized copying of a completed or blank prescription form.
• They must prevent the erasure or modification of information written on the prescription pad by the prescriber.
• They must prevent the use of counterfeit prescription forms.
As of Oct. 1, prescription pads must contain all three of these traits to be considered tamper-resistant.
Although the Centers for Medicine & Medicaid Services (CMS) issued recommendations for the industry, the third requirement remained rather unclear in instructing suppliers and distributors on what to offer. Wilmer—boasting a product line containing compatible filing products, current CMS1500 and UB04 claim forms, State and Federal prescription pads and HIPAA-related products—is one supplier helping to guide distributors through the stipulations of this new law. Priding itself on unparalleled customer service, the company offers prescription pads exceeding Medicaid’s security features requirements by layering multiple security features on each pad, noted Becky Keegan, marketing manager. Some examples of security options are heat-sensitive thermochromic ink, void pantograph, chemical protection, microprint and watermark. “In addition, batch or consecutive numbering allows a control system and can be included with the offer,” she mentioned.
Keegan went on to say that she isn’t too surprised by the direction the healthcare market has decided to take. “In regard to retail prescriptions, the [U.S. Department of Health and Human Services] reports that in 2005, prescription drug spending reached $200.7 billion; however, by 2016, that number will increase to $497.5 billion. Of course, prescription fraud is also increasing,” she observed.
Security issues aren’t anything new for Ward/Kraft. The company also enables distributors to choose from a host of security features, including security papers, thermochromic ink symbols, chemical void protection, void pantographs, microprint signature line, ghost watermarks, holograms, foil stamping and UV detectable ink.
“Ward/Kraft had years of experience with covert and overt security features prior to the new Federal law requirements. Because of our experience with security features on checks and other documents, adding these features to prescription forms has been seamless,” enthused Gina Holt, vice president of development/sales. “We have received feedback from our distributors that we have taken the fear of the unknown out of selling the tamper-evident prescription forms.”
Although both participants cited prescription forms as the top healthcare trend, there is much more going on in this industry that can’t be overlooked. A lot of Ward/Kraft’s distributors sell to hospitals, billing services, private practice physicians, clinics, insurance agencies and medical buying groups, for instance. Therefore, end-user needs are varied and diverse. If anyone fails to recognize the selling opportunities in this market, all they need to do is ask Holt for the list of products she sells.
“Ward/Kraft stocks a variety of different label material used specifically for the medical industry. ... [We offer] LaserBand Patient ID bracelet and medical chart labels, HIPAA compliant forms, patient sign-in forms, medical flow sheets, medical mount sheets, RealCard membership cards or prescription cards, drug testing forms (chain of custody), ... custom labels and form/label combinations for pharmacy use, forms for medical software systems, Superbills, name badges, access control cards, ... blood tag labels, Triage tags ... and BioLam (thermal lamination film with a patented antimicrobial compound that inhibits the growth and reproduction of bacteria and other damaging microbes), to name a few,” she stated. Convinced yet?
Holt continued to discuss some of the other hot trends in the field. She commented on the healthcare industry’s increasing marketing savvy. “[Businesses] want brochures and mail pieces that highlight their offices and services. We are seeing more combinations to traditional products to bring added value, [such as] booklets with a tipped on magnet to the last page that holds clinic address and phone information,” she said.
In addition, Holt has noticed a growing trend in online purchasing. Ward/Kraft, she said, offers an array of desktop solutions, and “product images can be provided to distributors for Web use as well as pricing in formats to facilitate online pricing systems.”
Other items Ward/Kraft is seeing more requests for are membership cards and magnets. Holt noted, “Magnet frames [can be used] for newborn photos. This may be something distributors are overlooking. Access control and secure name badge identity solutions are hot. Selling these products requires some solution selling and typically results in the distributor getting deep within the account—probably at the senior level,” she said.
Something that some distributors are in fact overlooking is the sales technique of providing solutions, instead of products. “Increase margins by focusing on being perceived as a solutions provider and a part of the team rather than a salesperson. ... Enable the desktop. Streamline purchasing online. Keeping healthcare forms up-to-date is a challenge. Print on-demand and short runs allow for small quantities to be printed. This keeps low quantities on the shelf and allows for smaller print runs to accommodate the constant changes mandated by the government and insurance agencies,” Holt stressed.
In keeping with a solutions-oriented mindset, Holt encouraged distributors to ask similar types of questions. She suggested asking end-users about their most difficult processes to manage within their organization, how the processes operate, previously attempted solutions and potential solutions, to begin.
Keegan took a similar approach. Find out if the customer is compliant with the tamper-resistant prescription pad law. And, offer solutions for HIPAA compliance and combatting postal increases such as a 6x9” UB04 claim form envelope, issues that Wilmer is knowledgeable about.
To help itself remain solutions-oriented, Ward/Kraft is focusing its efforts on becoming a one-stop shop. Holt said most people might not know that the company has the ability to coat its own adhesives, along with regulating the thickness and pattern of the coating. Furthermore, Ward/Kraft has its own machinery shop in house. “We have several proprietary pieces of equipment and presses in house that have allowed us to be extremely efficient and to have the ability to produce products that our distributors have asked for,” Holt said.
Of course, continually investing in new machinery will be able to satisfy on-demand needs, especially in a market where an “I want it and I want it now” mentality can mean life or death. Holt said Ward/Kraft has purchased new equipment for the long-run division, which enables it to print under the adhesive, and new equipment to run digital color on short runs. “With the new equipment, we have the ability to insert a card or magnet to a sheet that is collated in a multiple part continuous form. We also added equipment that allows us to become very competitive with our pricing for our integrated form/label product line. Spartanics Die Cutter has been added to increase speed and efficiencies in diecutting cards, carriers and door hangers. D&K Laminator provides several laminates to choose from ranging from high gloss, writable and matte finishes,” she said.
Whether the issue is prescription fraud, HIPAA, automation or on-demand services, expect to handle time-sensitive and fleeting solutions in this field. With the advances in technology and the evolution of needs (and disease), there’s a whole lot of uncertainty. Success hinges on smart selling in any market; however, whenever medical professionals are concerned, the plug will be pulled on unprepared manufacturers and distributors. STAT.
- Companies:
- Ward/Kraft