Heartland 2025 Recap: Innovation in Action, Purpose in Every Step

Published in Member Communities on June 19, 2025

This year’s Heartland Conference wasn’t just an event—it was a strategic resource for forward-thinking leaders in the HME and CRT industries. Held in the heart of the Midwest from June 9–11, Heartland 2025 brought together a vibrant community of professionals who are not only navigating change but actively shaping the future of care. 

A Platform for Progress 

Heartland is where providers come to challenge the status quo, explore new ideas, and shape the future of the industry. That spirit was evident from the opening keynote, “The Rebellious Recovery,” delivered by Aaron Baker. His story of resilience and purpose reminded attendees of the gifts of time and love, community, consistent and intentional action, and the power of finding purpose in life’s challenges.

“The keynote speaker’s story—overcoming paralysis and biking across the country—was deeply inspiring. But more than that, it was a reminder of the strength we find in community and the importance of perseverance. It was one of those talks that stays with you long after it ends.” - Ben Carrier, Manager-Home Medical Equipment Continuum of Care, SSM Health at Home Wisconsin 

Designed for the Leaders of Tomorrow 

With over 80 expert speakers and 85 exhibitors, Heartland 2025 was built for those who think differently. Whether attendees were looking to grow their business, streamline operations, or reimagine their service models, the conference delivered actionable insights across key tracks: 

• Billing & Compliance 
• Technology & Security 
• Complex Rehab Technology 
• Business Operations 
• Respiratory 
• Sales, Marketing & Retail 
• Leadership & People Strategy 
• Integrated Health & Policy 

Each session was curated to address the most pressing challenges and opportunities in the HME and CRT spaces. Featuring industry experts at the forefront of innovation and best practices, the education offered tools and strategies attendees could implement immediately. 

“The session on AI was incredibly insightful. It took a complex topic and made it practical, giving me ideas I’m excited to bring into my work. But the session that really stayed with me was “Empathy and Understanding: Building Trust and Connection on Teams” by Sara Sladky. The exercises were powerful and personal. They made me reflect on how I connect with others and how empathy can transform the way we work together.” - Ben Carrier, Manager-Home Medical Equipment Continuum of Care, SSM Health at Home Wisconsin 

Leadership Insights 

Heartland 2025 offered more than just education—it delivered clarity and direction for leaders navigating a complex and competitive environment. 

VGM & Associates’ Lindy Tentinger, President; Craig Douglas, SVP of HME, Respiratory, and Wellness; and Tyler Mahncke, SVP Clinical Mobility and Accessibility, set the tone during a special welcome session. They explored the growth of the DMEPOS industry, discussed its implications for providers, and highlighted new opportunities and programs designed to enhance operational efficiency and strengthen payer-provider relationships. Attendees also learned how to leverage VGM as a strategic partner in navigating an ever-evolving landscape. 

Other impactful takeaways from the educational sessions that ran throughout the conference include: 

1. Innovation is a Leadership Imperative 

Leaders must embrace emerging technologies like AI, machine learning, and digital health tools to stay competitive. Sessions emphasized how innovation isn’t optional—it’s foundational to future success. 

2. Operational Efficiency is a Strategic Advantage 

From billing and compliance to supply chain optimization, Heartland provided actionable strategies to streamline operations and reduce costs without compromising care quality. 

3. Patient-Centered Models Are the Future 

The shift toward value-based care and personalized service models is accelerating. Leaders were encouraged to rethink how they deliver care—focusing on outcomes, experience, and accessibility. 

4. Advocacy and Policy Awareness Are Essential 

Understanding regulatory changes and engaging in advocacy efforts are critical. Heartland reinforced the importance of staying informed and involved in shaping the future of the HME and CRT industries. 

5. Culture and People Strategy Drive Growth 

Leadership sessions highlighted the importance of investing in people—developing talent, fostering inclusive cultures, and aligning teams around a shared mission. 

Immersive Experiences from Start to Finish 

Heartland’s exclusivity—open only to VGM members and vendor partners—creates a uniquely intimate and focused environment. It’s a place where collaboration thrives, where conversations go deep, and where relationships are built to last. 

Monday, June 9, featured informative insights during pre-conference sessions, followed by a variety of engaging activities that captured the spirit of Heartland. Attendees teed off at the Van G. Miller Memorial Golf Tournament, toured Hansen's Dairy Farm, enjoyed the sites at Three Pines Farm, and played pickleball. First-time attendees connected at a social hosted at a local brewery. The day concluded with the high-energy Party on the Plaza, complete with food, drinks, music, and a dazzling drone and fireworks show — a true celebration of community and innovation.

“Your entire staff seems to be drunk on kindness.  It is a remarkable thing for sure.” - Sean Martin, Executive Vice President – Sales, Nationwide Medical, Inc. 

Tuesday, June 10, featured a packed day full of education and the HME Woman of the Year Award Ceremony, honoring Robin Menchen, CEO of Rotech Healthcare, as the winner for her leadership and impact. The day continued with the Exhibit Hall Grand Opening, showcasing vendor partners’ industry-leading products and innovations, followed by the Main Street Mingle and community dinners in downtown Cedar Falls. These dinners gave attendees the opportunity to connect with peers from their specific sectors—such as CRT, respiratory, and HME—for in-depth conversations, idea sharing, and a chance to unwind while enjoying local dining spots. 

On Wednesday, June 11, the Partner Connections speed-networking event gave exhibitors and attendees a structured opportunity to build relationships, explore collaborations, and exchange insights. The conference concluded with the WaterLuau at the Farm—a festive farewell to an unforgettable week. 

“Heartland 2025 wasn’t just a conference. It was a reminder of what’s possible when people come together with purpose, compassion, and a willingness to support one another. I left with new knowledge, deeper connections, and a full heart.” - Ben Carrier, Manager-Home Medical Equipment Continuum of Care, SSM Health at Home Wisconsin 

Looking Ahead 

As Lindy Tentinger said, “Heartland Conference 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.” 

Heartland Conference returns June 8–10, 2026. Until then, keep thinking boldly, acting intentionally, and being part of something bigger. 

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