Home Medical Equipment Bill Board Campaign

This is one of the projects I am currently working on for the Alabama Board of Home Medical Equipment Services Providers, (HME). Just to give some background information on HME, they are one of the regulatory boards managed by Leadership Alliance. They are responsible for issuing permits allowing businesses to supply what is known as Durable Medical Equipment, i.e. walkers, oxygen and respiratory equipment, hospital beds, wheelchairs and power wheelchairs, all for consumers to use at home.

HME Projects:

• Bill board campaign: This is my first experience with bill board advertising. This is a state-wide campaign that will run over the course of the next two years, (2009-2010). The purpose of the advertisements is to first create public awareness of the existence and purpose of the Board; and second, to increase awareness of fraudulent activity that can occur by not using a licensed provider.
• To get an idea of current industry trends and market demographics I created a survey for our licensees because they are currently in the industry and know the current issues being faced and trends that are happening within the industry. I also polled several Board members who represent different aspects and viewpoints of the industry, i.e. public, medical staff, HME business owners, etc. on their knowledge of current issues and trends. I also collected census data on demographics of the market and gathered what information I could find on HME fraud, reporting fraud, and precautionary measures.
• From this research was found that most of the consumers of durable medical equipment are over the age of 35, the majority of those being above the age of 60. These people are either purchasing equipment for themselves or a loved one, and are usually referred to businesses via third party payers, (insurance, medicaid, medicare) or physicians. What was also found that a majority of the fraud committed involves power wheel chairs.
• We needed an advertisement that would first warn consumers against possible fraud, and at the same time educate them on why we exist.
• We chose to contract with Lamar Advertising because they could give us a bill board type that would be effective and cost efficient, as well as give us the most coverage state-wide. Lamar Advertising has the state divided into 6 areas that allow for better concentration and a more effective approach. Plus it made it easier to break up the budget and distribute costs more evenly.
• The design of the advertisement centers around a photo of a power wheelchair; the look of the chair is distressed and poorly cared for, the wheels have been removed, and the chair has been placed on cement blocks much like that of a broken down vehicle. It is set outdoors and portrays a run-down piece of equipment. The goal is to convey the message of "this is what you will get if you use an unlicensed provider." The heading reads, "Shoulda...Coulda...Woulda... used a licensed Home Medical Equipment Business." Then it gives our State Seal and web address.
• The campaign will launch the week of June 8, 2009 in the Montgomery and Birmingham area first, and then subsequently in the other four areas of the state. We plan to reach the major metropolitan areas first in 2009, then in 2010 reach the more rural populations.