Clarity, Connection, & Champions of Change

Published in Member Communities on August 06, 2025

Lindy Tentinger, President, VGM & Associates

Hi VGM members,

August is a season all in its own. It’s not quite summer anymore, not quite fall. It’s the in-between, the gray, the pause before the next push. And for many of us, it brings mixed emotions. We want summer to last just a little longer. We feel the pull of back-to-school routines, fall travel, shifting schedules, and the quiet pressure of what’s next. This school year, my family is gearing up for one senior, one junior, and one first day of preschool. I promise, it’s not you; it’s just August doing what August does.

But that’s the thing about seasons. They change whether we’re ready or not. And that’s not a bad thing. In fact, it’s necessary. Seasons remind us that growth isn’t constant; it’s cyclical. There are times to build, times to rest, times to reflect, and times to reset. And even though 30 days can fly by, a lot can happen in that time. Clarity can be gained. Momentum can be built. And real change can begin.

What will August look like for you? Be intentional. Don’t let it get away from you. Make it the month where you ruthlessly prioritize and simplify.

Back to Basics: Why Simplicity and Clarity Matter

In a world that’s constantly evolving, especially in healthcare, it’s easy to overcomplicate things. But when everything feels noisy, simplicity becomes a superpower. That’s why this month I am encouraging you to get back to basics.

Start with this:

Do your customers really know what you do?

Not just the products and services you offer (but also that), but how you help people live better, safer, more independent lives. Are you telling that story clearly and often? Are you nurturing those relationships and reminding them how you support them and their families?

Are you using AI to help?

AI isn’t just for tech giants. It’s a practical tool that can help you craft messages, build automated campaigns, and stay connected with your customers. Tools like Microsoft Copilot, ChatGPT, and HubSpot’s AI-powered CRM features allow teams to craft personalized messages, automate outreach, and segment audiences based on behavior, demographics, or purchase history. For example, AI can help generate tailored email campaigns that speak directly to a patient’s needs—whether it’s reminders for equipment maintenance, education on product use, or updates on new offerings. Automation platforms like Mailchimp, ActiveCampaign, and Salesforce Marketing Cloud (to name a few) now include AI features that can optimize send times, predict engagement, and even write subject lines that convert. For segmentation, AI can analyze customer data to group audiences by condition, location, or usage patterns, making it easier to deliver the right message to the right person at the right time. Canva’s AI is so powerful from a design standpoint that even non-designers can use it. The key is to start small: pick one area (like appointment reminders or product education) and experiment. Encourage your team to explore these tools and normalize their use.

But here’s something I’ve noticed: many team members don’t realize they can use AI to make their jobs easier. I recently suggested to an employee that she summarize a task using AI, and she was surprised. She hadn’t thought of it and wasn’t sure if it was even okay to do. That’s a signal to all of us: we need to normalize AI as a tool with human checkpoints. Leaders should encourage experimentation and provide guidance on how AI can support our teams.

Industry Update: Big Shifts Ahead

Let’s talk about what’s happening in our world because it’s a lot.

Competitive Bidding Is Back and It’s Evolving

As you all know by now, CMS has released a proposed rule that could reshape the DMEPOS Competitive Bidding Program. The proposal includes:

Expanded product categories (e.g., CGMs, insulin pumps, ostomy supplies, catheters, upper extremity orthotics)
Remote Item Delivery (RID) models with less providers for some product categories
New pricing methodologies
Intense accreditation requirement updates

You have proven time and time again to weather any storm that comes your way. We will weather this together. However, we need to be ready, informed, and united.

Medicare Advantage: Growing Fast, Getting Complex

In 2025, 57% of Medicare beneficiaries are enrolled in Medicare Advantage (MA) plans. That’s up from just 19% in 2007, 54% last year, and it’s projected to reach 64% by 2034.

This growth is reshaping the landscape. MA plans are consolidating, trimming benefits, and exiting markets. National carriers are scaling back supplemental offerings due to margin pressures, and average out-of-pocket costs are rising. For example, the average medical maximum out-of-pocket (MOOP) increased from $4,700 to $5,100 in 2025. While plans for 2026 are still unfolding, they look to continue these trends: increased enrollment percentage, scaling back supplemental benefits, and increasing MOOP.

So, Will Competitive Bidding Still Have a Big Impact?

Yes, but differently. Here’s how:

Smaller Scope, Deeper Impact: Competitive bidding affects fewer patients directly due to MA growth, but providers serving traditional Medicare will still feel the pressure, especially in pricing and compliance.
MA Plans Use CBP Rates as Benchmarks: Even though MA isn’t subject to competitive bidding, many plans use CBP rates to set their own reimbursement levels.
Operational Complexity: Providers must now navigate two very different systems competitively bidding for traditional Medicare and contract negotiations for MA.
Advocacy Is Critical: With both systems evolving, we must advocate on both fronts—ensuring fair CBP rules and pushing back on MA plan consolidation and benefit reductions.

Time to Lean In: Champions of Change

With all this change, advocacy isn’t optional; it’s essential. That’s why we launched Champions of Change, a movement to help providers raise their voices, share their impactful stories, and shape the future of our industry.

We just released a Grassroots Advocacy Toolkit to make it easy for you to get involved. Whether you’re new to advocacy or a seasoned pro, this toolkit gives you the tools to act and make an impact.

Check it out here!

Coming Soon: A New Podcast Series on Industry Matters

We’re excited to share something new: IM: Unfiltered, a monthly series hosted by Ike Isaacson and me. Each episode will dive into what’s happening across the HME industry, but we’re also going deeper. We’ll talk about leadership, business, and the real-life challenges we all face. Because let’s be honest: we’re all navigating similar things, professionally and personally. This series is about getting real, sharing stories, a little humor, of course, and having honest conversations that matter. Stay tuned for our first episode; it’s coming soon!

As a VGM member, you have all the resources you need. On any front of your business. If you don’t know where to turn, you can always contact us, and we will get you what you need!

All my best,

Lindy Tentinger

President, VGM & Associates