O&P Almanac Leadership Series

Sending a Message

Patient-care business leaders share insights on marketing effectiveness

Interviews conducted by JOSEPHINE ROSSI

WITH TWO CONSECUTIVE quarters of negative growth in the U.S., interest rate hikes, and mounting inflation levels, executives from across all industries are bracing for a recession in 2023. Frequently, businesses cut marketing and communication efforts during a downturn—just when they need the investment the most. Companies that rethink, rather than reduce, their marketing spend fare better long term, according to many business experts. And now is the time to think reallocation of resources to better position for the future.

In this fourth and final installment of the 2022 Leadership Series, O&P Almanac asked business leaders at three patientcare facilities about their past and current marketing initiatives, brand awareness, changes brought on by the pandemic, and tactics that work—or don’t. Describe your company’s overall marketing strategy.

Erik Schaffer, CP: Our main goal is to build brand awareness. We provide services to amputees across all demographics—upper and lower extremities and maxillofacial, from pediatric to geriatric, and everything in between. We always maintain communication with our existing patients; retention is just as important to us as obtaining new patients. We have kept up strong relationships with our patients’ doctors as well, and we keep them informed throughout their patients’ rehabilitation. We also maintain a strong online presence by combining traditional online marketing with a very active social media presence.

Meet Our Contributors:

Erik Schaffer, CP, founded A Step Ahead Prosthetics in 2001 and currently serves as CEO as well as head prosthetist at the company’s New York location. Schaffer has been an adviser to Össur, Ottobock, and Freedom Innovations, and he was a medical staff member for the 1996 Paralympics and 2010 USA Track Team. He says “a strong culture of aggressive marketing and brand awareness,” is a cornerstone of his business.

Lesleigh Sisson, CFo, CFm, president of Prosthetic Center of Excellence in Las Vegas and founding partner of O&P Insight, has been in the profession since 1992. In 2015, she purchased PCE, which provides solutions for individuals with limb loss or limb difference, mobility challenges, diabetes, mastectomies, and more. In 2018, she founded O&P Insight, a consulting firm serving independent O&P practices. Sisson is a frequent speaker at AOPA events and was the Sam E. Hamontree Business Education Award winner in 2018.

Rebecca Snell is IT and marketing director at Dankmeyer Inc. in Linthicum, Maryland. She has more than 40 years of experience in computer application design, development, and business operations analysis in insurance, entertainment, and healthcare. She is a frequent lecturer at state, regional, and national O&P meetings on a variety of industry-related business topics. Snell was the 2021 recipient of the Sam E. Hamontree Business Education Award, presented by AOPA.

we have had to change our strategy to use new tools and communicate with more digitally sophisticated clients. We use a wide range of methods because we have a wide range of demographics to speak to: clients, caregivers and families, clinical partners, payors, and those looking for general information about O&P. The foundation is a regularly updated website. Then, we produce a monthly newsletter, targeted emails, and posts on Facebook, Instagram, and LinkedIn. We keep our Google business pages current and we have a very active YouTube channel to host a lot of internally produced video content.

Lesleigh Sisson, CFo, CFm: Relationships and communication. It’s about creating, developing, and maintaining relationships with patients, referrals, and our community. Much of that comes from in-person interactions. One example is our annual “Friendsgiving” where we host patients, referral sources, and community partners for a day of fun games and lots of good food. Did you pivot your strategy during the pandemic? How did that go?

Schaffer: We began offering virtual consultations and evaluations for potential patients, as well as virtual tours of our facility. We also offered remote repair and adjustment services; patients could ship their prosthetics to us, and we would maintain and repair them as necessary without requiring them to come in person. In addition, we launched our own financial assistance program.

We created awareness for [these changes] by posting about them on our website and social media platforms and by creating an email campaign that we sent to our patients. We also made sure our staff was aware of our virtual options so that when they were speaking on the phone with current or prospective patients, they would be able to offer them to anyone who was understandably reluctant about coming to our office in person.

Snell: Using the state of Maryland’s communications as a guideline, we formed our operations strategy and communications, and then we rapidly deployed them on a new website page devoted to all things COVID. We used targeted emails and special edition newsletters to let everyone know we were following Maryland’s directives for staying open and safe as a healthcare provider. We focused on being responsive [and updating our communications as guidelines changed]. Tailoring the message took care, and then our team pushed it out on all our platforms quickly.

Describe your company’s use of social media and user-generated content. Are they effective tools?

Schaffer: Social media is such an integral part of people’s lives today. A Step Ahead was one of the first prosthetics providers to embrace social media as a marketing tool, and today we have a thriving community of loyal followers on Facebook, Instagram, and other major platforms. Our content is mostly created in-house by our marketing team, but patients also provide a sizable amount of content. By posting frequently and varying our content, we appeal to a broad spectrum of amputees and nonamputees.

Sisson: We use Facebook and Instagram to encourage patient interaction. We share our team accomplishments and patient successes through both pictures and videos. Whenever possible, we prioritize highlighting our patients’ stories and successes, over the device and technology. Social media is more effective with patients but face to face and constant communication is better for referral sources.

Snell: Social media also is everchanging. What was the standard even five years ago has changed. Facebook is not as popular as Instagram, but still is a platform you cannot ignore. We have increased our video content because that is what catches the eye and draws people in. We encourage our clients to share their material as well so that we can present it across our platforms. Video content goes on Facebook, Instagram, and YouTube. We want to engage viewers to see what we do and who we are. We also share content from industry leaders as “service announcements,” and we like to remind everyone of support group meetings in the area—so not everything we do originates in house. We monitor our statistics to see who we are reaching with our material and then make adjustments as necessary. Does your strategy include paid media and/or “traditional” advertising? Why or why not?

Schaffer: We used to use traditional advertising methods in the past including print media ads, mailers, etcetera. However, these methods have become [increasingly] less effective as digital marketing continues to expand. Our current strategies focus around our online and social media presence along with maintaining strong relationships with our patients and their doctors, which provide a much greater return on investment than traditional marketing.

Sisson: No. We need referrals for patient acquisition, and that is not typically found by advertising. It is vital to have a user-friendly website and a social media presence, however.

Snell: Early on, we decided that traditional TV or print was not an effective use of resources for our demographics. We did try some radio ads, but we didn’t feel they reached a wide audience. We do use Google Ads. We focus on all the other methods discussed previously. However, you cannot discount word of mouth—you might call that “traditional,” and it can make or break you! How much do you rely on referrals for patient acquisition, and how do you foster those relationships?

Schaffer: Doctor and patient referrals account for a significant percentage of our new patients.

For our patients, we treat each one as an individual and not a number, and spend time learning their goals and expectations prior to beginning their care. At our facility, they feel as though they are part of a family, and many of our patients become friendly with each other and maintain relationships outside of the office. This results in a happy, enthusiastic patient base, and they are often excited to discuss their experiences at A Step Ahead with other amputees.

For doctors, we keep them constantly updated on their patients’ journey and send them photos and videos to document their rehabilitation. We also welcome them to tour our facility and meet our staff so they will feel confident in referring their patients to us for prosthetic care.

Sisson: Primarily, we rely completely on referrals for new patient acquisition, [and we] spend time and resources on fostering those relationships. We make

sure each clinician knows their top referrals. This means they have had a face-to-face meeting and that they know more about their top referrals than their name and where they work.

We meet with referral sources as needed to communicate concerning patient care and advancements in the field of O&P. As allied health professionals, the clinicians are an integral part of the plan of care for the population that we serve. Meetings and other communications are vital to ensure successful outcomes for our patients.

We also attend amputee support group meetings and accompany some patients to their physician appointments. And we have set up in-services in our office for PTs and OTs.

Snell: I would say 90% come from professional referrals, 10% from other inquiries—although I have seen an uptick in website inquiries in the past six months.

We cultivate those relationships by working closely with them on providing resources where they need them. During the pandemic we ramped up our Dankmeyer Academy offerings—monthly live streaming presentations on various O&P topics for professionals. We keep these sessions available on our website and YouTube channel, offering new material every month. But really, it is about making sure that clients [who are referred to us] can go back to their doctor or therapist and say that they were receiving the best care and attention from Dankmeyer.

Describe your most successful campaign or outreach—why did it work?

Schaffer: We’ve had a number of very successful campaigns. One that has been extremely popular is our partnership with American Girl. Years ago, we started modifying American Girl dolls for a few patients, and interest grew to the point that we started offering to do them for any pediatric amputee, free of charge. In 2016, a video of a girl receiving a doll we modified went viral, getting millions of views and raising a tremendous amount of awareness for A Step Ahead. We were contacted by American Girl to establish an official partnership as a provider of these modified dolls, and we continue doing it to this day at no charge for children with limb loss. [Generally speaking,] our most successful posts are often the most unexpected. We show a side of the industry that is not often seen on social media. We give our followers real, authentic, heart-warming moments. Everyone loves to see the moments of greatness and achievement that our patients have, but we also show their progression prior to reaching those points because we feel that it is important to demonstrate that every patient’s journey is different. We want our platforms to feel warm and authentic, which in turn makes people feel comfortable about interacting with us and asking questions! We tailor our hashtags to each individual post, but there are some that we frequently use including: #astepaheadprosthetics, #livelifewithoutlimitations, #prosthetics, and #amputeelife.

Snell: We had two, actually. The most important one, our Maryland Strong campaign, launched almost immediately [after the pandemic began]. We went back to our marketing roots as an O&P practice with close ties to the Maryland communities we serve. We reintegrated the Maryland flag into our communications and made T shirts, stickers, mugs—you name it—and “flew” that flag on all our social media to let people know that Dankmeyer was open and continuing to support Maryland communities, and that we were very proud of that heritage and our continuing operations to serve. The entire Dankmeyer team, including staff and clients, participated in living this message—in our offices, via telemedicine, in pictures and video, and in clinics when those opened again. It was a motivator and rallying cry: We were and are Maryland Strong and Dankmeyer Strong.

Transformational Tenure

Ann Yamane, MEd, CO, LO, who recently retired as the UW’s O&P program director, leads through change

O&P Almanac’s O&P Educator column focuses on experienced educators within the O&P profession. Here, you will get to know inspiring individuals who educate the next generation of O&P professionals.

THE O&P EDUCATIONAL PROGRAM at the University of Washington (UW) has evolved over the past two decades, with Ann Yamane, MEd, CO, LO, leading the transformation. From 2005 through 2021, Yamane served as the program director, responsible for facilitating ongoing educational programming, working on assessment and accreditation, and supporting the faculty and students.

Most significantly, she played an instrumental role in transitioning the O&P program from a bachelor’s degree to a master’s degree, and in overseeing the program when the COVID-19 pandemic forced changes in the way learning was delivered.

Leading Through Change

In 2013, the National Commission on Orthotic and Prosthetic Education (NCOPE) implemented a requirement for a master’s degree in O&P as the minimum educational standard for new clinicians to become certified practitioners. The O&P schools had to adapt from offering bachelor’s degrees and certificates to building curriculum for master’s programs.

“The long-standing educational accreditation efforts by NCOPE, in conjunction with the Commission on Accreditation of Allied Health Education Programs, provided a framework for the programs to have a similar level of foundational knowledge related to medical information and patient evaluation skills and knowledge,” she explains. “Obtaining approval for our master of prosthetics and orthotics (MPO) program was a lengthy process, but the P&O faculty [at UW] learned a lot about navigating university and graduate school procedures and educational requirements.”

She also played a pivotal role in navigating through the impact of COVID-19 at the university. In spring 2020, traditional in-person classes had to be suddenly transitioned into online format. “The program directors and administrators in the rehabilitation medicine department worked collaboratively to establish new procedures and safety measures, making the administrative load especially challenging these past two years,” Yamane says. “The support of the clinical rotation sites and preceptors made it possible for our students to continue clinical practice

experiences. Guest presenters from across the United States were generous with their time and expertise in providing remote lectures and discussions.”

During the summer of 2020, Yamane and other O&P department leaders requested permission to enter campus to work with patients once again, and students returned to campus in July for patient sessions, explains Yamane. “We had to create and implement a ‘COVID safety plan,’” which aligned with the recommendations of UW’s School of Medicine leadership for clinical settings, and included hand hygiene, safety protocols, and other precautions, says Yamane.

Prepared for Leadership

Yamane’s journey to O&P program director—and an adaptable leader— began during her own undergraduate days at UW. She initially learned of the Bachelor of Science P&O program after meeting a student who was enrolled. She visited the O&P department and spoke with then program director, Bernard Simons, and decided to apply for the upcoming year. “I had no volunteer experience in P&O but had volunteered at Harborview Medical Center in the occupational therapy department,” she recalls. “I was drawn to the P&O profession since it was a nontraditional career for women,” and because clinical care was a combination of patient interactions and technical skills. “At the time, there was a focus on immediate postoperative care, which was intriguing to me.”

Yamane spent her last quarter before graduation gaining clinical experience at Children’s Hospital at Stanford University in the Rehabilitation Engineering Center, where Maurice LeBlanc, CP, was the director. “This was a great experience in a center with a focus on interdisciplinary team care that provided seating and mobility and communication services in addition to prosthetics and orthotics,” she recalls. After graduation in 1976, she took a temporary summer position in the seating and mobility service under the mentorship of Wally Motloch, CO, and was hired full-time in the fall as an orthotist working with Jim Barnes, CO, and David Pinto, CO.

Stefania Fatone, PhD, and Ann Yamane, MEd, CO, LO

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“I wanted to travel, so I took a year off and traveled to Southeast Asia,” she says. Upon her return, she began working with individuals with spinal cord injuries and was offered a position at the UW Department of Rehabilitation Medicine in the P&O Lab. “I was fortunate to have the opportunity to work with Justus Lehmann, MD, and Walter Stolov, MD, providing inpatient and outpatient services.”

During the mid-1980s, Yamane pursued an interest in teaching in addition to maintaining a clinical practice. After serving as a part-time instructor for several years, Yamane became a lecturer at UW’s O&P program in 1987 and was named senior lecturer in 2003. She officially took over program director duties in 2005. She also went back to school herself, earning a Master of Education degree in instructional leadership in 2009.

Yamane remained program director until December 2021. In January 2022, Stefania Fatone, PhD, joined the UW faculty and assumed the program director position. Yamane continued her teaching responsibilities as an associate teaching professor in the program until her retirement a few months ago—but she continues to be connected to the department with an emeritus appointment.

Comprehensive Instruction

Yamane’s instructional prowess has always been guided by her experiences in the clinic; in addition to her university responsibilities, she has committed a significant amount of time to patient care. Throughout the majority of her career, in addition to teaching, she was an orthotist at the UW Medicine’s Prosthetics and Orthotics Clinic. She earned honors as a Distinguished Practitioner from the American Academy of Orthotists and Prosthetists in 2017.

“My preference has always been to work in an interdisciplinary setting environment, and I have learned so much from the other members of the healthcare team,” she says. “I believe this desire was instilled in me while in school since we took classes with the occupational and physical therapy students in addition to the physical medicine and rehabilitation medicine residents.”

She appreciates having been a part of the rehabilitation medicine department, which helped shape her clinical knowledge and approach to patient care. “This access and exposure to other healthcare professionals is also invaluable to the student’s educational experience.”

She also is happy to note the growing trend of O&P students earning doctorate degrees. “The increasing number of P&O practitioners who have attained PhDs has positively contributed to the clinically relevant P&O research body of knowledge,” she explains.

Yamane also has been involved in shaping O&P education on a national level. She spent several years as a member of NCOPE’s Outcomes Committee; as a board member for NCOPE; as a member of NCOPE’s O&P Education Committee; and as chair of the Education Committee of the International Society of Prosthetics and Orthotics.

Making a Difference

Yamane appreciates the time she spent working closely with O&P students: “They are bright and enthusiastic about the profession and learning clinical skills,” she says. “I have learned so much from the students, and they have inspired and pushed me to be a lifelong learner.”

One area of focus that she continues to be passionate about is diversity, equity, and inclusion (DEI) within the profession. “Over the years, I have seen an increase in the number of women and individuals from underrepresented groups applying and being accepted into educational programs,” she says.

Yamane believes it’s important to expand efforts to be more inclusive within the profession. “I would like to see DEI initiatives be more inclusive of other underrepresented groups in addition to race and ethnicity such as sex, sexual orientation, gender identity and expression, socioeconomic status, and mental and physical status,” she says. In addition to attracting underrepresented students to the profession, “we also need to have adequate support systems in place to ensure success in the educational programs and in clinical practice.”

In her emeritus appointment, Yamane will continue as a co-chair of the Equity, Diversity, and Inclusion Council within UW’s rehabilitation medicine department. “Our mission is to cultivate and support diversity and foster inclusion through recruitment and advancing the development of diverse, inclusive, and equitable learning environments in the classroom and clinical practice.”

Ensuring enough clinicians are available to care for future patients is important, Yamane says. “We need to continue to focus on bringing visibility of our profession to the public and to students and teachers in middle school and above,” she says. “I know of many practitioners who are giving presentations to students in elementary through high school classes, and all of the education programs are involved in outreach efforts.”

As Yamane reflects on the past and considers the future of O&P education, she notes that what hasn’t changed at the O&P schools: the passion and innovation of both faculty and students, and their dedication to improving lives of O&P patients. “The students we have are really bright, caring, compassionate people,” she says—which bodes well for the future of the profession.

Yamane committed a significant amount of time to clinical work in addition to her program director responsibilities.

Gradual Growth

Kansas facility prioritizes patient care and giving back

JASON TANNER, CPO, recently treated a 3-year-old with arthrogryposis. “This child had been to specialists around the country, and his mom felt that he would never be able to stand or walk,” says Tanner. “We made him braces, and this was the first time he was able to stand on his own. His mother burst into tears. We do that for patients all the time.”

Success stories like this motivate Tanner to provide optimal patient care at his facility, Ark Valley Orthotics & Prosthetics, in Wichita, Kansas. Tanner pursued O&P precisely because he wanted to help people. He grew up on a farm in northwest Kansas and considered a career in medicine—but he did not want to spend 12 years in training. He started off his undergraduate years studying physical therapy, but soon encountered prosthetists and orthotists while shadowing a therapist at the Madonna Rehabilitation Center in Lincoln, Nebraska.

“A lightbulb went off,” he recalls. “I had always liked building things [and] working with my hands, and O&P seemed like the perfect combination of the medical aspect of helping people and building stuff.” He talked his way into a part-time position as a technician working for an orthotist and spent his first few undergraduate years working there.

Tanner earned his orthotics and prosthetics degree at the University of Washington and completed his O&P residency at the University of Oklahoma. He went to work for Becker Orthopedic at Henry Ford Hospital in Detroit, Michigan. After his wife, Jessica, completed her medical residency and fellowship, the couple moved back to Kansas to be closer to family. Tanner took major responsibility for their daughters while his wife established her medical career, and in 2007, he began to work part-time for Ark Valley O&P. After about 18 months, Tanner became the sole owner of the facility. He continued to work parttime in the clinic and spent nights and weekends building devices out of his garage. As word of mouth spread and business grew, he transitioned to a full-time clinician.

Ark Valley moved to a new space in 2019, expanding from 1,150 to 6,400 square feet. Today, the company has eight employees. The

Jason Tanner, CPO, with a patient Staff at Ark Valley Orthotics & Prosthetics

FACILITY: Ark Valley Orthotics & Prosthetics OWNER: Jason Tanner, CPO LOCATION: Wichita, Kansas HISTORY: 18 years

last O&P resident, Kelsey Krnavek, CPO, has stayed on as a full-time clinician to help meet client demand. Ark Valley’s patients range from pediatric to geriatric, and the facility fits devices head to toe.

Tanner embraces modern technology, but he prefers to complete most of the fabrication by hand. “Part of the reason I got into the profession is that I like to build things myself,” he says. A fabrication lab occupies the back half of the facility, and it is designed with windows so that patients and families can watch the process.

Tanner is committed to giving back both to his profession and to his community. He is an orthotic and prosthetic CPM examiner for the American Board for Certification in Orthotics, Prosthetics, and Pedorthics. He also serves on the Orthotic Exam Committee, traveling several times a year to conduct and work on exams.

Ark Valley supports several foundations in the area, including Wichita Adaptive Sports, which organizes sports activities for children with physical challenges, and Wichita’s Littlest Heroes, which offers services and financial support to children with lifethreatening medical conditions.

Tanner says he attributes the growth of Ark Valley O&P to God’s grace and his own simple philosophy: Do what is right and follow the golden rule. “I treat everyone as I would like to be treated. I am committed to do whatever I can for our patients.”

Deborah Conn is a contributing writer to O&P Almanac. Reach her at deborahconn@verizon.net.

Individualized Solutions

Virginia company offers strategies to optimize O&P business operations

JESSICA NORRELL, MBA, CPO, began her career in O&P when she was 15, sweeping the floor at her uncle’s facility. She noticed that her uncle was a superb clinician, but he struggled with the business side of his practice. Norrell decided to pursue education as an O&P clinician as well as a master’s degree in business administration. She honed her O&P business skills working at OPIE Software for seven years.

“I loved working with clients, helping them one-on-one with their business problems,” says Norrell. But as her career grew, “I was expected to do more managerial work and have less direct contact with customers,” she says. “I really missed my interactions with the actual profession.”

She and her husband, Oliver Norrell, decided to open their own company to help O&P clients with business projects. “At first, we had three clients, and we worked with them on projects ranging from starting a central fab company, to developing a program for new hires, to updating business documentation like policies and procedures and performance reviews,” says Norrell.

Her husband works on the back-end operations of MOZN Solutions, including software administration and research, while Norrell works directly with clients. A third member of the team, Riley Beeck, is a contractor who specializes in training and onboarding for their clients’ new employees.

MOZN—named for the couple’s two children, Morgan and Oliver, their dog, Zoey, and their last name—now focuses on programs for new hires, process improvement to help owners who want to take their companies to the next level, and project management that includes software implementation, financial cashflow analysis, and using Microsoft 365 to accomplish their goals.

The mission of MOZN, says Norrell, is to help O&P healthcare facilities maximize their business to whatever capacity they want. “We meet them where they are, and we are very in tune with working one-on-one with our clients,” she says. “They’re not just a number to me, and I think that’s one reason our company stands out.” MOZN helps businesses achieve greater profitability by increasing clients’ understanding of their margins in current insurance contracting. “We look at operating expenses, prescription timelines, and the cost of materials to help clients develop processes to improve productivity and profit,” she notes. Norrell has an overarching goal to serve as an

Jessica Norrell, MBA, CPO (far right), launched MOZN Solutions with her husband, Oliver (far left) three years ago.

COMPANY: MOZN Solutions

OWNERS: Jessica Norrell, MBA, CPO, and Oliver Norrell LOCATION: Midlothian, Virginia HISTORY: Three years

Jessica Norrell, MBA, CPO intermediary between practices and insurance companies. “I want to get enough data in the profession to understand what profit margins look like in general, and work with insurance companies to help them see how they are underpaying,” she explains. “They still see us as device providers and miss the clinical time, administrative time, [and] treatment time that goes into our work. I want facilities to make enough profit so they can hire the most qualified and best trained employees and keep them around.”

The company has leveraged word of mouth to promote its services, and Norrell also hopes to speak at industry meetings. She has started marketing through LinkedIn as well. MOZN supports several charities in the area, including the ASK Childhood Cancer Foundation. Norrell plans to become more involved with various O&P organizations.

As O&P technology evolves, Norrell says she would love to work more on the manufacturing side as well. “I feel like we are going to see a lot of [technology] developed in European markets, and we’d like to see our software tech evolve to include more integrated practice management systems,” she says.

Long term, Norrell plans to continue MOZN’s growth, developing a team of people who want to serve the O&P profession. “We have each other’s back; we are all in this together; and I’d like to see the work we do bring everyone up.”

Deborah Conn is a contributing writer to O&P Almanac. Reach her at deborahconn@verizon.net.

AOPAversity Webinars

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UPCOMING WEBINARS

November 9 The Do’s and Don’ts of Gift Giving

Start preparing for the holiday season! When and how is it appropriate to give gifts to your patients and referral sources? This webinar reviews the rules surrounding gift giving and shares important steps to remain compliant.

December 14 Year End Review & What Is Ahead

Join AOPA for the final AOPAversity webinar of 2022! As the year comes to an end, AOPA experts will highlight the updates and changes in policy, reimbursement, and coding from the previous 12 months and provide insights into potential changes in 2023. Be on the lookout for AOPA’s 2023 webinars— coming soon!

DON’T MISS VIRTUAL SESSIONS FROM THE 2022 NATIONAL ASSEMBLY

View the content you missed—or revisit a favorite session—starting October 17!

Educational content from the AOPA 2022 National Assembly in San Antonio will be available virtually from October 17 until December 18. View valuable, cutting-edge, clinical and business content—and earn CE credits. Visit AOPA’s website, aopanet.org, to find out how you can learn on your own schedule!

NEW MEMBERS

Welcome New AOPA Members

THE OFFICERS AND DIRECTORS of the American Orthotic & Prosthetic Association (AOPA) are pleased to present these applicants for membership. Each company will become an official member of AOPA if, within 30 days of publication, no objections are made regarding the company’s ability to meet the qualifications and requirements of membership.

Icarus Medical Innovations 602 Cabell Avenue, Apt. 6 Charlottesville, VA 22902 434/242-0258 icarusmedical.com David T. Johnson, MS Supplier Startup Pivot Prosthetics & Orthotics LLC 709 W. 8th Street, Ste. 4 Gillette, WY 82716 307/696-8016 pivotpo.com Brodie Rice, CPO Patient-Care Facility

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Mecuris is a digital services provider for O&P professionals. Mecuris translates traditional craftsmanship into an intuitiveto-use software that allows the creation of customized orthopedic devices flexibly online. The software is offered in a freemium model on the web-based Mecuris Solution Platform, helping clinics to streamline their business and optimize resources for the best patient care. See how to best combine traditional with digital workflows in a free webinar while earning CEUs in the process. For more information go to mecuris.com/en.

Naked Prosthetics

It’s all about function. We are the manufacturers of durable prosthetic devices specifically for finger and partial-hand amputations. Our aim is to positively impact our wearers’ lives by providing high-quality finger prostheses. We offer four devices: MCPDriver (shown in rose gold), PIPDriver, ThumbDriver, and our newest device, the GripLock Finger. Our devices help to restore length, pinch, grasp, stability, and protection for sensitive residuum. Robust device engineering and their ability to withstand harsh environments help get people back to performing activities of daily living, and back to work. All are available in a dozen color coatings to match our wearers’ preferences and styles. To learn more, visit npdevices.com.

Hersco 3D Printing

Hersco is delighted to offer HP’s advanced 3D-printing technology for custom orthotics. 3D printing has unique design capabilities not possible with other methods—reducing landfill waste by 90%! The accuracy of 3D is unparalleled, specs exceed direct-milled polypro, and manual plaster fabrication.

Among the benefits: a 90% reduction in landfill waste, many new design possibilities for posting, and the ability to vary thickness and flexibility across the shell. The PA-11 polymer is a biobased renewable material that has been tested and proven in research and industry.

Call today, 800/301-8275, for a free sample.

BlackFin Biomechatronics LLC

Spinner Expandable Wall Dynamic Socket System • Expandable wall up to 3/8-inch • Dynamic socket system • Variable pressure application • Enhanced skeletal stability • Fine tune socket fit • Socket suspension mechanism • Easy fabrication • Laminated or thermoplastic • Waterproof • AK, BK, and Upper Extremity • LCODE L5630 (BK) or L5653 (AK).

For more information, contact BlackFin Biomechatronics LLC at 970/440-3244 or visit blackfinmt.com.

Skeo Unique Custom Liner: The Right Solution Is Unique

Unique Liners from Ottobock are highly customized, so you can achieve innovative fitting results. The silicone Skeo Unique custom liner is recommended when high stability and durability are required.

This liner: • Is appropriate for very conical or scarred residual limbs • Stabilizes residual limbs, even those with significant soft tissue • Skin-friendly silicone enables a superior connection with the residual limb • Easy handling, easy cleaning.

Utilize the new Ottobock EasyScanner or the free Custom4U iPad app with a Structure scanner to digitally capture the limb. STL files from any scanner can be uploaded into our iFab Customer Center (iCC) for easy digital ordering without shipping casts.

Learn more at shop.ottobock.us.

Uneo Unique Liner: There’s No One-SizeFits-All When It Comes to Liners

Unique Liners from Ottobock are highly customized, so you can achieve innovative fitting results. The urethane Uneo Unique custom liner achieves an exact and comfortable fit thanks to the extraordinary flow characteristics.

Other qualities include: • Polyurethane gel to cushion highly sensitive or scarred residual limbs • Good pressure distribution within the socket • Comfortable impact absorption • Skinguard antibacterial or fresh scent options available.

Utilize the new Ottobock EasyScanner or the free Custom4U iPad app with a Structure scanner to digitally capture the limb. STL files from any scanner can be uploaded into our iFab Customer Center (iCC) for easy digital ordering without shipping casts.

Learn more at shop.ottobock.us.

ShockWave™

The ShockWave™ incorporates a Spherical Shock Unit (SSU) into the industry-leading classic Freedom foot design with its proprietary EnduraCore® hybrid composite technology. The SSU provides both vertical shock absorption and +/-15 degrees of axial rotation, giving the everyday and active K3/K4 patients a shockingly natural and comfortable experience. Visit proteorusa.com/freedomshockwave.

XtremityTT Socket System

The XtremityTT Socket System is a new thermoformable transtibial definitive socket that will have a transformational impact on prosthetic care. O&P providers can heat, vacuum mold, trim, and assemble XtremityTT in one hour. During follow-up appointments, the prosthetist can use a heat gun to quickly make spot adjustments to the carbon-fiber reinforced polymer socket to optimize the patient’s comfort and mobility. XtremityTT is a complete system with interchangeable suspension components and an innovative baseplate for fine-tuning alignment. Visit xtremity.com.

Expert-Selected Lower-Limb Solutions

Ottobock’s product experts examined our full range of lower-limb products and designed winning combinations with ideal patient outcomes in mind. With six recommended combinations, there’s something for everyone. Winning combinations are driven by the priorities of your patient, such as activity level, foot preferences, hygiene needs, optimal volume management, and so much more. One of the winning combos even features the most preferred MPK, Ottobock’s trusted C-Leg. With these expert-curated options at a 25% discount, providing your patients with the best components for their desired outcomes is easier than ever.

Learn more at shop.ottobock.us or scan the QR code.

ProComp® Carbon-Infused Polypropylene Composite

“I designed this composite to allow you to transition from plastic to composite thermoforming.”

—GARY G. BEDARD, CO, FAAOP(D)

Composite Material Science = Improved Fabrication Processing = Enhanced Clinical Performance ProComp® is produced in a high-pressure laminating process that infuses discontinuous carbon fiber into homopolymer propylene.

The patented prepreg composite sheeting is compatible with standard drape-encapsulation or bubble vacuum thermoforming.

Finishing techniques are standard. Four standard gauges are available for both orthotic and prosthetic applications. Eligible for double L2755 application in thermoplastic AFOs and appropriate prosthetic addition codes. For more information, visit fabwithprocomp.com. Contact Gary G. Bedard, CO, FAAOP(D), managing principal, Rhode 401 LLC, at 650/773-3730 or email garyb@fabwithprocomp.com.

The Xtern Summit, A Step Up for Foot Drop By Turbomed Orthotics

Are you making countless adjustments to braces? Seeing the same unhappy patients over and over? Casting legs? Losing money? You may be ready for the Xtern. Your patients are ready. This revolutionary brace, specifically designed for people suffering from foot drop, is entering its sixth generation: the Xtern Summit. The Xtern line sits entirely outside the shoe, and is so flexible that it allows maximal range of motion and calf muscle strength. It combines extraordinary lightness with proven comfort. You’ll barely notice it’s there. Turbomed’s Xtern Classic, Xtern Summit, and Xtern Frontier are designed in Quebec, Canada, sold in more than 30 countries around the world, and distributed by Cascade in the United States.

Visit turbomedusa.com, and think outside the shoe! The Xtern Summit launches October 15, and will replace the Xtern Classic in the U.S.

Board of Certification/Accreditation

TOP QUALITY ORTHOTIC, PROSTHETIC AND PEDORTHIC EDUCATION AND CE CREDITS FROM THE ORGANIZATION THAT KNOWS O&P.

Start earning your credits today!

Register at AOPAnet.org.

Opportunities for O&P Professionals

Job Location Key:

- Northeast - Mid-Atlantic - Southeast - North Central - Inter-Mountain - Pacific

Hire employees and promote services by placing your classified ad in the O&P Almanac. Include your company logo with your listing free of charge.

Refer to AOPAnet.org for content deadlines. Ads can be posted and updated any time online on the O&P Job Board at jobs.AOPAnet.org. No orders or cancellations are taken by phone. Send classified ad and payment to: O&P Almanac, Calendar, P.O. Box 34711, Alexandria, VA 22334-0711 or email jburwell@AOPAnet.org along with VISA or MasterCard number, cardholder name, and expiration date. Make checks payable in U.S. currency to AOPA. Note: AOPA reserves the right to edit calendar listings for space and style considerations.

O&P Almanac Careers Rates

Color Ad Special Member Nonmember

1/4 Page ad $482 $678 1/2 Page ad $634 $830

Listing Word Count Member Nonmember

50 or less $140 $280 51-75 $190 $380 76-120 $260 $520 121+ $2.25 per word $5 per word

ONLINE: O&P Job Board Rates Visit the only online job board in the industry at jobs.AOPAnet.org.

Job Board Member Nonmember

50 or less $85 $280

For more opportunities, visit: http://jobs.AOPAnet.org.

SUBSCRIBE

A large number of O&P Almanac readers view the digital issue— If you’re missing out, visit issuu.com/americanoandp to view your trusted source of everything O&P.

Northeast, Mid-Atlantic, Southeast

Boston Orthotics & Prosthetics Launches New Hiring Program for Experienced Clinicians

Boston O&P is searching for experienced O&P professionals who want to work in a new clinic in the geographical area of their choice, but may be limited by noncompete agreements with their existing company.

We understand that experienced clinicians may have noncompete contracts that limit their ability to practice in a certain area for a specified period of time.

Our new program ensures that your contract is honored by relocating you to one of our established clinics outside the restricted area, where you will learn our culture and service programs. We offer flexible schedules to limit the amount of time you are away from your family.

Once your noncompete requirements have been honored and your training is complete, you will move to the new clinic near your home, where your role will involve building the internal team to improve the quality of pediatric care in that market and actively building the practice.

To be considered, candidates can simply follow this link: bostonoandp.com/for-providers/ experienced-clinicians-new-clinics/.

For more information, confidentially contact Boston O&P President and CEO Tom Morrissey.

Contact: Tom Morrissey Email: tmorrissey@bostonoandp.com

WANTED!

A few good businesses for sale.

Lloyds Capital Inc. has sold over 150 practices in the last 26 years.

If you want to sell your business or just need to know its worth, please contact me in confidence.

Barry Smith Telephone: (O) 323/722-4880 • (C) 213/379-2397 Email: loyds@ix.netcom.com

North Central

Orthotic and Prosthetic Assistant

Fort Wayne, Indiana Prevail is seeking an orthotic and prosthetic assistant to join its team in Fort Wayne, Indiana. Under the supervision of a CPO, the clinical assistant will perform various tasks to assist the CPO in the provision of casting, fitting, and fabricating orthotic and prosthetic devices. The candidate will also be responsible for fitting various prefabricated devices to patients in an office and hospital setting, under the CPO’s direction.

Email résumés to:

Email: kkail@prevailpando.com

My Pet’s Brace LLC

Tired of low reimbursement?

Looking for a new challenge? Do you love dogs? Do you want to own your own business?

My Pet's Brace LLC is offering licensee opportunities with defined geographical areas to provide veterinary O&P to veterinarians, rehab professionals, and dog owners. We are one of the largest veterinary orthotic and prosthetic companies in the world and have been providing orthoses and prostheses for 11 years, in every state and 32 countries to over 4,100 veterinarians and rehab professionals. For a unique and rewarding opportunity without the hassles of reimbursement denials, contact jim.alaimo@mypetsbrace.com.

For Job Seekers:

Job searching is easy with the pane-view job search page. Set up job alerts, upload your resume or create an anonymous career profi le that leads employers to you.

For Employers:

Reach 4,500+ O&P professionals through the Job Flash™ email. Ensure high visibility for your open positions through this highly engaging email.

Finding your next job or hire just got easier with the AOPA Career Center.

For more information on recruitment options, contact Customer Service at clientserv@communitybrands.com or (727) 497-6565.

Log in at jobs.aopanet.org to get started!

2022

Virtual Seminar

November 7-8

Virtual Coding & BIlling Seminar. 12-4 PM ET. Register at aopanet.org.

Monthly Webinar

November 9

The Do’s & Don’ts of Gift Giving. 1 PM ET. Register at aopanet.org.

November 9–11

New Jersey Chapter of American Academy of Orthotists and Prosthetists (NJAAOP) Meeting. Atlantic City, NJ. For more information, visit njaaop.org/annual-meeting.

Monthly Webinar

December 14

Year-End Review and What Is Ahead. 1 PM ET. Register at aopanet.org.

2023

May 19–20

Orthotic & Prosthetic Innovative Technologies Conference. Minneapolis, MN. For updates, check our website at optech.ucsf.edu. Email cme@gillettechildrens.com Lorem IpsumSave the Date! to be added to conference mailing list.

May 19 & 20, 2023

June 23–24

PrimeFare East. Nashville Renaissance Hotel and Conference Center. In-Person Meeting. Contact Cathie Pruitt at 901/359-3936, pruittprimecare@gmail.com; or Jane Edwards at 901/487-6770, jledwards88@att.net. For more information, visit primecareop.com.

September 6–8

AOPA National Assembly. Indianapolis, IN. For more information, visit aopanet.org.

Calendar Rates

Phone numbers, email addresses, and websites are counted as single words. Refer to aopanet.org for content deadlines. Send announcement and payment to: O&P Almanac, Calendar, P.O. Box 34711, Alexandria, VA 22334-0711 or email jburwell@AOPAnet.org along with VISA or MasterCard number, cardholder name, and expiration date. Make checks payable in U.S. currency to AOPA. Note: AOPA reserves the right to edit calendar listings for space and style considerations.

AD INDEX

Advertisers Index

Company

Allard USA ALPS South LLC Amfit Board of Certification/Accreditation Cailor Fleming Coyote Prosthetics & Orthotics ESP LLC Hersco Mecuris Naked Prosthetics Ottobock Proteor USA TurboMed Orthotics Xtremity Page Phone Website

45 866-678-6548 allardusa.com 23 800-574-5426 easyliner.com 39 800-356-3668 amfit.com 17 877-776-2200 bocusa.org 37 800-796-8495 cailorfleming.com 29, 31 800-819-5980 coyote.us 5 888-WEAR-ESP wearesp.com 1 800-301-8275 hersco.com 9 4989200057340 mecuris.com 43 888-977-6693 npdevices.com 27, C4 800-328-4058 professionals.ottobockus.com 3 855-450-7300 proteorusa.com 15 888-778-8726 turbomedorthotics.com 7 970-429-4203 xtremity.com

So Kids Can Move

Frequently asked questions about a children-focused state-level policy initiative

Become an AOPA State Rep. If you are interested in participating in the AOPA State Reps network, email smiller@AOPAnet.org.

Each month, State By State features news from O&P professionals about the most important state and local issues affecting their businesses and the patients they serve. This section includes information about medical policy updates, fee schedule adjustments, state association announcements, and more. These reports are accurate at press time, but constantly evolve. For up-to-date information about what is happening in your state, visit the Co-OP at AOPAnet.org/resources/co-op.

BY NOW YOU’VE LIKELY heard about So Kids Can Move, the state-level policy initiative by AOPA, the National Association for the Advancement of Orthotics and Prosthetics, the American Academy of Orthotists and Prosthetists, and the Amputee Coalition. The initiative aims to expand access to recreational prostheses as medically necessary healthcare for children.

Below are answers to the most frequently asked questions concerning So Kids Can Move.

Why should recreational prostheses be deemed medically necessary for children?

Recreational prostheses are medically necessary because they create opportunities for physical activity, an essential component of a healthy childhood. Whether it’s vigorous exercise or simple day-to-day movement, being physically active increases strength and balance, reduces the risk of disease, improves mental health, supports better quality sleep, and aids in cognitive and social development.

Recreational prostheses also play a key role in injury avoidance during physical activity, as using an inappropriately designed prosthesis can lead to secondary conditions like osteoarthritis, as well as knee, hip, and back pain, skin sores and discomfort, and higher fall rates.

What laws concerning this type of coverage already exist in the United States?

Currently, only one state has enacted a law mandating that insurance carriers consider the recreational needs of children when determining prosthetics coverage: Maine’s LD 1003. Passed in May 2022, LD 1003 is the result of efforts from limb loss advocate Jordan Simpson, whose graduate-level social work project on the issue caught the attention of Maine State Rep. Colleen Madigan (D) during a campus visit. This law goes into effect in 2024.

How will So Kids Can Move decide which states to focus their advocacy efforts on?

The decision to initiate an advocacy effort in a state involves several factors, including legislative engagement, levels of state and regional O&P associations, the history of O&P legislation in a state, O&P provider relationships with policymakers, and insurance favorability to the O&P industry. So Kids Can Move will assess the likelihood of success and determine our ability to intervene on a case-by-case basis.

How long do state legislative advocacy efforts typically take?

It depends! Each state has its own legislative calendar, key players, and pressing issues of the day, so there is no one-size-fits-all approach to improving access to recreational prostheses for children that will work in every state. What is important to keep in mind, regardless of state, is that generating awareness and building legislative support for an issue takes time and persistent effort.

How can I get involved?

If you are interested in bringing So Kids Can Move to your state, we’d love to hear from you! Please contact Sam Miller, AOPA state and federal advocacy manager, at smiller@aopanet.org to let us know how we can help you begin the process of advocating for recreational prostheses for children.

Trust, Move, Live.

Since the introduction of C-Leg and its groundbreaking control technology, Ottobock has never stopped inventing new ways to take your patients as far as they want to go. With a portfolio including the Kenevo, Genium, X3, and now the latest iteration of C-Leg 4, every microprocessor knee supports a journey toward a limitless future. Scan the QR code to learn more!

Kenevo

IP 22

The Kenevo is designed specifically for users with mobility limitations who need a high level of stability. State-of-the-art technology allows users to feel safer and more independent in their everyday life.

An IP 22 rating protects from dripping water or dust. The C-Leg 4 provides exceptional reliability and dynamically adapts to a wide variety of everyday situations. The legacy lives on with the new C-Leg 4 Update with over 10 new features including supported descent on ramps and stairs. The C-Leg 4 is easier and more intuitive than ever before.

An IP 67 rating provides protection from damage due to casual contact or temporary submersion in fresh water up to 1 meter for 30 minutes. The Genium provides the highest degree of intuitive function to individuals who need to adapt to changing environments, move quickly over short distances, or require more than 2 days of battery life.

An IP 67 rating provides protection from damage due to casual contact or temporary submersion in fresh water up to 1 meter for 30 minutes. The Genium X3 is the most durable, intuitive and technologically advanced microprocessor knee available. With features that support activities like running, swimming and ascending stairs step-overstep, X3 supports individuals who push the boundaries of mobility.

With an IP 68 rating, Genium also offers the highest level of water protection offered in a microprocessor knee.

C-Leg 4

IP 67 Genium

IP 67 X3

IP 68