ATLANTA – Sometimes I get asked: Are you trying to push caretailing for the industry? As group show director at Medtrade, it’s not my goal to push anything. We reflect and amplify whatever is going on in the industry, and it should be noted that while Medicare reimbursement is down, that model of payment is not dead.

Many providers are struggling to keep doing Medicare business, and Medtrade presenters will be offering tactics and solutions for those people. It’s also true to that many Medicare beneficiaries are willing to pay cash to get the equipment that they want and need.

With that in mind, many providers are looking to cater to the Medicare market and the caretail market. On the caretailing side, we again have the biannual Innovative HME Retail Product Awards, sponsored by HomeCare Magazine, primarily because these awards have proven to be popular.

If you like a certain caretail/retail product, encourage the manufacturer to enter the awards. It’s Oct 3 as I write this, but I will still take some entrants this week if and when they emerge.


The coveted awards are all about promoting and recognizing products that contribute to providers’ bottom lines though cash sales. Like last year, products will be reviewed by judges and the top eight will advance to an onsite judging round.



The top eight products will be presented in a retail awards conference session hosted by Jim Greatorex, who works in Business Development for the VGM Group. The session takes place Tuesday, Nov 1, at 9:00 am. After manufacturers present their products, voting will take place to determine the top 3 winners. Manufacturers can view complete rules, entry form, and contract.


For questions about these awards, or to enter the awards, contact me at (770) 291-5446 or [email protected]. 



Kevin Gaffney is group show director at Medtrade.