The Indie Advantage: How Customization and Clinical Expertise Set CRT Providers Apart

Published in Complex Rehab on July 16, 2025

Ted Metcalf This post was originally featured in HME News.

In a market that has been heavily consolidated over the years, independent complex rehab providers say they are differentiating themselves with product customization and referral and patient engagement.

“We’ve specialized in a lot of complex cases,” said Scott McGowan, a sales manager at Custom Mobility. “We’re able to do a lot of manufacturing and design work. That’s our value-added service. We can take the product and modify it, and we showcase that.

“Those situations require more time,” he added.

McGowan was joined by Mike Harris, ATP, president of Action Seating & Mobility, and Teresa Glass Owens, ATP, president of Freedom in Mobility, for a panel discussion at the Heartland Conference in June on referral-based marketing for complex rehab technology providers. Ted Metcalf, director of U.S. Rehab, moderated.

Relieve Pain Points

Indie providers know that the biggest pain points of referrals are communication and time to delivery, giving them an opportunity to show how their systems and processes can result in better outcomes, panelists said.

“We’re confident when we go in,” Harris said. “We set up a single point of contact – a clinical support specialist that works directly with the ATP and the therapist, and helps them do background work. That’s one aspect that sets us apart.”

Set a Target

Indie providers can also set themselves apart with the quality of their ATPs and the support they provide them, panelists said.

“When I look at my competitors, I like to put them in one of two categories: compete with really strong clinical knowledge or compete with the administrative portion,” said Glass Owens. “We use that as a baseline when going into that referral. If I’m competing against an ATP, I’m going to shift the focus to, does that ATP’s company make the process easier or harder for them. They only know what the current ATP is telling them; they have ATPs that they’ve used forever. If the ATP is less experienced than us, that’s what we’re targeting.”

Other Advice From the Panel:

Educate, educate, educate: Harris says his company has created a playbook based on product type that details what’s required for coverage. “We’ve built a system that answers the payer and therapist problems to make their lives easier,” he added. “We do everything to make sure there are no reevaluations or back-and-forth questions.”
Touch and feel: McGowan says, when visiting established referrals or new referrals, his company's ATPs always bring a piece of equipment with them, whether it’s a chair or a seating component. “It’s a conversation piece; it breaks the ice,” he said. “At the same time, you’re educating them on the piece of equipment that’s there.”
Embrace tech: Harris says his company is increasingly using technology to improve its processes.

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