John Croushorn, M.D., earned a Bachelor of Science in electrical engineering and at Auburn University, and completed medical school at the University of South Alabama in 2000 with an internship at the University of Alabama. He began his Emergency Medicine residency training at the University of Mississippi Medical Center.

After the September 11 terror attacks, he was commissioned into the Mississippi National Guard and served as a command surgeon for Task Force 185, Army Combat Aviation, in Iraq in 2004. In addition to his medical service in Iraq, he worked with special operations in the Army and later with the FBI. In 2005, he continued to serve as a military doctor with the 185th Aviation Group, assisting in recovery efforts after Hurricane Katrina in Mississippi.

Innovation Saves Lives!

As brigade surgeon of an Army Combat Aviation Unit in Iraq and in his subsequent work with US Army Special Operations, John Croushorn, M.D., saw soldiers die unnecessarily from internal bleeding before they could be transported to a medical facility, mostly from gunshot wounds or explosive injuries.

After his return to the U.S., Croushorn worked with fellow U.S. Army physician Richard Schwartz, M.D., head of emergency medicine at Medical College of Georgia, to devise an inflatable tourniquet that buckles around a patient’s abdomen to treat pelvic hemorrhage and severe bilateral lower junctional hemorrhage.

Today, the Abdominal Aortic and Junctional Tourniquet-Stabilized, or AAJT-S, is used not only by the military, but by first responders to treat victims of car accidents, gunshot wounds and other life-threatening conditions.

Dr. Croushorn, who is emergency medicine physician at Shelby Baptist Medical Center in Birmingham, Alabama, will share his story of discovery with IMDA and HIRA members, and talk about the role of inventors, manufacturers and distributors in saving lives.

ValueSelling has been the cornerstone of Dawson Cochran’s sales success for over 20 years. Prior to joining ValueSelling Associates, she was a founding member of Gartner’s inside sales team. In 2010 she and two colleagues created the first Gartner Sales Academy model, which rapidly became and remains the global standard for Gartner’s sales training.

Don’t compete on price...Compete on value!

Selling into healthcare looks like an obstacle course these days:

  • Providers seek new medical technologies, but they face severe financial constraints.
  • Accounts have built complicated purchasing/vetting processes for suppliers.
  • Clinicians and administrators send mixed signals about their respective goals.
  • Hungry competitors are eager to tap into your market.

At this year’s in-person IMDA/HIRA Annual Conference, Dawson Cochran of ValueSelling Associates™ will suggest ways for IMDA and HIRA members to navigate that obstacle course.

  • It begins with research, that is, learning about the customer.
  • Next comes identifying the goals of the prospect and the challenges that you can solve. (If they don’t have a problem you can solve, move on.)
  • The best way to identify those goals and challenges is through questioning, that is, uncovering information in a conversational and professional way.
  • Most important, focus on the value – that is, the ROI -- you and your organization can bring. Quantify it. Make sure your customer buys into it too.

As the leader of the cardiovascular research team and integrated solutions, Chad Giese develops Sg2’s cardiovascular intelligence and strategic insights to help members navigate the current landscape and future projections for services. Prior to joining Sg2, he spent 14 years with Medtronic, eight of them in the company’s cardiac rhythm disease management research department and six years in its neuromodulation division. His work generated 14 patents. Chad was a professional cross-country skier for nearly a decade after college, and he represented the U.S. at World Cup competitions and was a U.S. national champion.

Ambulatory surgery centers: A growing market

Are they a fit for your company?

The number of procedures performed in ambulatory surgery centers (ASCs) is growing, particularly in specialties such as orthopedics, cardiovascular and spinal surgery.

As payer support, technology, patient preferences and care redesign enable care to be delivered in lower-acuity settings, providers are jumping onboard. Suppliers are following.

Todd Nelson, FHFMA, MBA, is director, partner relationships and chief partnership executive at the Healthcare Financial Management Association. He brings to his role more than 10 years experience at HFMA, which include creating, leading, and executing the organization's overall educational strategy; creating content in the areas of leadership, senior financial executives, and accounting; and providing staff support to HFMA's Principles and Practices Board. Prior to joining HFMA, he was vice president and chief financial officer of a rural Midwest hospital for over 15 years.

Mission and Margin: A most delicate balance

Hospitals and health systems have always sought to balance mission and margin, quality and cost, patient satisfaction and clinical outcomes. Most often, chief financial officers are the ones at that nexus. Their challenge is especially tough today, following a pandemic that brought diminished revenues, product shortages, overflowing ICUs and exhausted staff.

Todd Nelson, a director with the Healthcare Financial Management Association and a former hospital CFO, talks about hospitals’ and health systems’ strategies to emerge from the pandemic in a position of strength, and the role IMDA and HIRA members can play in the process.

Ian O’Malley is the Director of Strategic Sourcing at UChicago Medicine. He has been there for 10 years, with prior experience in automotive and alternative energy supply chain management. At UChicago Medicine, O’Malley leads a team responsible for the strategic sourcing and value analysis of supplies, implants, equipment and services throughout the health system’s operating rooms, ambulatory clinics and procedural areas, including cardiac cath, lab, EP lab, GI lab and anesthesia. He co-chairs Vizient’s Supply Chain & Value Analysis Committee, which represents the interests of 95% of academic medical centers in the United States.

Your Customers Strive to Deliver Value: What's your role?

Your customers strive to deliver value-based care, and successful suppliers will help them do so.

Ian O’Malley will share his perspective on how UChicago Medicine defines clinical priorities today. He will talk about the challenges supply chain and IT departments face when implementing new, integrated devices and equipment, and how the local healthcare landscape and payer mix influence providers’ new-technology decisions.

He will help IMDA and HIRA members determine how they can help their customers balance the urgent, sometimes conflicting, demands of patients, clinicians, administrators and payers.

In addition to his experience in medical sales (Medical Data Electronics, Welch Allyn, D&D Medical), Don Sizemore is Microsoft-certified in multiple hardware and software applications, a Firefighter 1 first responder, a volunteer explosive and arson investigator, and an FAA-certified airman.

Keep up with the Pace of Business

During the pandemic, IMDA and HIRA members have learned to improve their virtual selling skills and those of their reps. There’s no doubt all will continue to learn more about mastering video communications in the years ahead. But technology encompasses more than Zoom. It’s about using technology and digital tools to increase productivity, knowledge, networking, and ultimately, sales and profits. As he has in past conferences, IMDA Executive Director Don Sizemore of D&D Medical will share some new electronics, both toys and tools you can use to keep up with the pace of business -- and sometimes have fun doing it!

Gloria Graham, DNP, RN, CVAHP is currently serving as the Northeast Director for the Association of Healthcare Value Analysis Professionals (AHVAP) and a Past President. She has 32 years’ experience within the industry neuroscience, emergency medicine, forensic medicine, value analysis and supply chain. Dr. Graham has extensive experiences in supply chain management, value analysis, program/project management, patient safety and information technology with quantifiable success within healthcare organizations.

Value analysis after COVID-19

The pandemic has affected value analysis professionals’ relationships with physicians, administrators, department heads and vendors. Since March 2020, value analysts have spent much time vetting products from manufacturers whom they had never purchased from before. Although much of their attention has been focused on personal protection equipment (PPE) during the public health emergency, they have continued to assess the value of emerging technologies throughout. Gloria Graham, DNP, RN, CVAHP, talks about how COVID-19 has affected value analysis professionals, and what the long-term impact of the pandemic might be on their relationships with specialty distributors and independent reps.

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