Embracing Growth and Innovation: A Message from the President

Published in Member Communities on May 08, 2025

By Lindy Tentinger, President, VGM & Associates

Isn’t it lovely to watch growth? The trees outside were just starting to bud a month ago, and now things around here are blooming all around us. Winter is not just a season; it’s a necessary pause. It’s the time when roots deepen, when strength is gathered in silence, and when resilience is quietly forged. For many of us, this past season may have brought challenges, uncertainty, or the need to slow down and reassess. That’s not a setback—it’s preparation.

Now, as the days grow longer and the light returns, we are reminded that growth is not always loud. It begins subtly—new ideas, renewed energy, fresh perspectives. This is our moment to lean into that growth, to nurture what’s been planted, and to move forward with intention.

Speaking of growth. There hasn’t been a better time to travel to Waterloo and hear from so many industry experts that are exclusively at your fingertips. Heartland Conference, taking place June 9-11, is more than just an event; it's an opportunity to invest in your professional growth, in your team, and in the future of your business. With over 80 expert speakers, 85 exhibitors, the latest product and technology innovations, and unlimited networking opportunities, this conference is designed to provide you with the tools and knowledge you need to thrive in today's competitive and complex environment.

Heartland offers two and a half days of education in areas such as billing and compliance, technology and security, business operations, complex rehab technology, leadership and people strategy, respiratory, sales, marketing, and specialty markets like accessibility, wound care, and government. These sessions are carefully selected to address the most pressing challenges and opportunities in the HME industry, ensuring you gain insights that you won't find anywhere else.

One of the highlights of the Heartland Conference is the access to industry experts who are at the forefront of innovation and best practices. Whether it's learning about the latest advancements in AI and machine learning, exploring new trends in patient-centered care, or understanding the impact of regulatory changes, our experts are here to guide you through it all. Make sure to register soon as hotel rooms are quickly filling up!

As the healthcare landscape continues to shift, you continue to face unprecedented challenges—chief among them, declining reimbursements, staffing difficulty, and increasing operational pressures. These changes are not just temporary hurdles; they signal a fundamental transformation in how care is delivered, valued, and reimbursed.

To remain viable and thrive in this evolving environment, we know you know that you must rethink traditional models and truly disrupt paradigms to embrace innovation, efficiency, and strategic partnerships.

Operational Efficiency is No Longer Optional – Adaptation is the Entry Fee

With tighter margins, every aspect of your operation—from inventory management to billing workflows—must be optimized. Leveraging automation, data analytics, outsourcing where applicable, and integrated software solutions can reduce overhead and improve accuracy.

Diversification of Revenue Streams

Relying solely on traditional reimbursement models is increasingly risky. Exploring private pay options, retail sales, subscription-based services, and value-added offerings can help stabilize revenue and reduce dependency on fluctuating payer rates.

Patient-Centered Service Models

As healthcare shifts toward value-based care, patient satisfaction and outcomes are becoming central to reimbursement. Investing in remote monitoring, education, and proactive support can enhance patient engagement and demonstrate value to payers and partners.

Advocacy and Policy Engagement – Be Champions of Care

Now more than ever, it’s critical to stay informed and involved in policy discussions. Supporting industry associations and engaging with legislators by telling your stories can help shape a more sustainable future for the HME sector.

Strategic Collaboration

Partnering with health systems, payers, and technology providers can open new pathways for growth and innovation. These collaborations can also help demonstrate the essential role HME providers play in reducing hospital readmissions and supporting aging-in-place initiatives. This is one of the reasons why we’ve re-structured our membership communities into strategic channels that encourage this level of collaboration: HME, Respiratory, & Wellness, led by Craig Douglas and Clinical Mobility & Accessibility led by Tyler Mahncke.

The road ahead may be challenging, but it also presents an opportunity to redefine what it means to be an HME provider. By embracing change and focusing on long-term sustainability, your business can continue to deliver critical care and support to the communities you serve.

If you take anything away from this message today it should be this: the ability to adapt and transform will be what sets apart the winners in the months and years to come. Let’s carry forward the wisdom of winter: the value of patience, the strength in stillness, and the clarity that comes from rest. And let’s step into spring with purpose—ready to innovate, collaborate, and thrive.

Thank you for your continued support and dedication to improving patient care. Together, we can navigate the future of the HME industry and ensure our loved ones and ourselves get the care we want and need when and where we want and need it most – in our homes.

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