General, Marketing with Mansfield

Tatanka

buffaloFor the nomadic Native American tribes, the buffalo was more than just a source of meat. They used the hide to make clothing and tents. The horns were made into cups, toys and spoons. Hair was used for saddle pad filler, rope and ornaments. Hooves were turned into glue. Thread was made out of the sinew or tendon. Even the brain was used for tanning the hides. Nothing was wasted.

It took a great deal of effort for the hunters to be able to take down a buffalo. They were not about to do all that work and not make full use of their efforts. The same should apply to your marketing strategy.

Maximize your efforts

Take a look at your marketing efforts. You have probably spent a lot of time and money updating your social media, organizing events, mailing collateral, making brochures and keeping your website updated.

Picture each marketing activity as a…buffalo. Ask yourself, am I using all the buffalo?

For all that effort you need to make sure you are taking advantage of the alternative uses to your hard work. Concentrate on making those efforts worth your while. Consider the all alternate uses for your facebook photos. There are various ways they can be rearranged and reformatted to find new homes in print and online.

Health fairs

Trade shows, health fairs, chamber of commerce events are great places to spread business news. Incorporate pictures from your social media platforms into materials you distribute at these events. Use the pictures you take at these events to post on your online marketing outlets.

Direct mail

Direct mail marketing is a great place to re-use photos that you’ve used in your social media marketing efforts. Have a picture on instagram or facebook that has gotten a lot of attention? Use that as the front of your postcard. It is so easy to make and send postcards these days and, if the picture was popular online, you can drive people who may not be familiar with your online marketing efforts, to your online outlets by making sure to include the urls of your facebook and instagram accounts!

Action!

Media is constantly changing and a good marketing strategy works with the flow of change. Not against it. Video channels – like YouTube and Vimeo – are hugely popular all over the world. If you haven’t had time to make an actual video, you can take those same photos and turn them into a slide show – voila! – instant video. Now go upload it to your YouTube channel.

Keep that website fresh

Adding the photos to the news or photo gallery section of your website – make sure you tag those photos! This will not only be useful in getting the word out about the information you are sharing but will also show that you update your site regularly. Nobody wants to see obviously outdated pictures or info on your website. Keep it fresh!

E-mail newsletters

Pictures are worth a thousand words. Use them. They are easier on the eye and generate a lot more interest especially now that everyone is using their phones all day, every day. It’s super easy to link those photos to your website, facebook page, etc., so make sure you do it. Don’t waste ANY of that buffalo!

Just as the nomadic Native Americans turned buffalo skulls into headdresses, I am sure you can come up with even more uses for your marketing efforts. I can’t wait to see what you do with your tatanka!

General, Orthotic Prosthetic Continuing Education, Orthotics and Prosthetics State Meetings, US ISPO

2020 US ISPO Pacific Rim Conference

The 2020 US ISPO Pacific Rim Conference was held January 19-22, 2020 at the Sheraton Maui Resort on the beautiful island of Maui, Hawaii.

As part of the proceedings, US ISPO was proud to host the Hawaii movie premiere of “1500 Miles” an award-winning documentary featuring Nicole Ver Kuilen of Forrest Stump.

Red carpet scenes from the Hawaiian premiere of “1500 Miles

Below is the article “Losing limb has even higher cost: Prosthetics and orthotics conference comes to Maui” by KEHAULANI CERIZO of The Maui News.

Nicole Ver Kuilen is shown in a shot from her documentary “1500 Miles,” which made its Hawaii debut Jan. 21 in Kaanapali. Ver Kuilen, who spoke that same day during a prosthetics and orthotics conference in Kaanapali, completed a two-month, 1,500-mile triathlon from Seattle to San Diego in a limb made for walking only. Her goal through her nonprofit, Forrest Stump, is to make prosthetic technology accessible for all amputees. Forrest Stump photos

KAANAPALI — Losing a limb is one thing, but being crippled by insurance systems is quite another, according to athlete, amputee and advocate Nicole Ver Kuilen.

Ver Kuilen, 28, who’s known for completing a 1,500-mile West Coast triathlon a few years ago in an insurance-mandated prosthesis built only for walking, spoke last week in Kaanapali about the lack of access to proper prosthetic devices for the majority of people who need them.

“We’ve reached this point now where amputees are no longer disabled by their condition, but we’re disabled by the policies that are put in place,” she said.

Insurance policies say that having access to something waterproof is a “convenience item,” running is not “medically necessary” and having an ankle that bends is considered “vanity.” Even technology that’s been around for more than 20 years is considered “experimental,” Ver Kuilen said during her talk, “How Do We Expand Access to Prosthetic Technology From the 1 Percent to the 99 Percent?”

Ver Kuilen, who last year won her first paratriathlete national title, was among dozens of speakers at the 2020 U.S. ISPO Pacific Rim Conference for prosthetists and orthotists, technicians, orthopedic surgeons and other medical professionals, held Jan. 19 through Wednesday at Sheraton Maui Resort & Spa.

The award-winning short documentary on her ultratriathlon from Seattle to San Diego, “1500 Miles,” had its Hawaii premiere during the conference.

In Hawaii, lower-limb prostheses can range in price from about $9,000 to $65,000, depending on the amputation level and device design, according to Medicare estimates in a Prosthetic & Orthotic Associates of Hawaii report.

“Most private insurance will be reimbursed at a rate below that,” prosthetist and orthotist Cameron Lehrer, Oahu-based Prosthetic & Orthotic Associates of Hawaii owner, said Jan. 21 at the conference.

In fact, Hawaii is the only state where insurances do not cover microprocessor knees, which help mitigate falls for amputees, according to prosthetist Stan Patterson, another Prosthetic & Orthotic Associates of Hawaii owner.

Hawaii’s bulk of the lower-limb amputee population is those with diabetes, and the state’s incidence of diabetes is on the higher end compared with other states in the U.S., the group said. Also, Hawaii’s diabetes rates have been increasing over the last two decades.

In Hawaii hospitals, 710 amputations for various reasons were performed in 2014, according to the most recent data by the Amputee Coalition.

About 2 million people in the U.S. are currently living with limb loss and an estimated 185,000 amputations per year occur, the coalition said. This number is expected to double by 2050 due to rising diabetes and vascular disease rates.

The major causes of amputations are vascular disease (54 percent), including diabetes and peripheral arterial disease; trauma (45 percent); and cancer (less than 2 percent).

Eighteen years ago Jan. 21, Ver Kuilen, at age 10, had her leg amputated below the knee due to a rare bone cancer.

She has made it her life’s goal to expand access to prosthetic technology for all amputees and helped found Forrest Stump, a nonprofit advocacy organization with the same mission.

Ver Kuilen said during her talk that mass media has glamorized prosthetic technology, and Fortune 500 companies leverage by aligning brands with prosthetic success stories and devices. Some media reports go so far as to question whether people willingly amputate in order to gain a bionic limb.

“I mean, who here would trade any of your legs for any of the prosthetic technology you’ve seen during this conference?” she said. “There is no present technology out there today that can fully replace a human limb and it is alarming that our country is more concerned with the unfair advantage of a small amount of people than the unfair disadvantage the majority of us face on a daily basis.”

The average consumer does not realize how inaccessible and expensive prosthetic technology can be for the majority of amputees. With the exception of military individuals and Paralympic athletes, 99 percent of amputees living in the U.S. don’t get waterproof, running and other essential devices, Ver Kuilen said.

“This is not to say that the military and Paralympic athlete amputees are not deserving — they are deserving of access to prosthetic technology, but it’s the way in which our resources, our funding, our policies have been made that have perpetuated access for these select few and not granted access to the majority of amputees that are out there,” she said. “We need to focus on the real problem at hand, which is the unfair disadvantages that amputees are facing.”

* Kehaulani Cerizo can be reached at kcerizo@mauinews.com.

General, Marketing with Mansfield

“Back in the Day” as a Marketing Tactic

Orthotics and Prosthetics, as a field, is MADE for pictures. So get your smartphones or your old-timey digital cameras and, after everyone you intend on photographing, has signed their release forms, start snapping (or clicking) away!

While you are taking new pictures have someone else head to the basement or the attic or your archives and have them dig up all the old pictures they can find. It does not matter how long you have been in business – you have “old” pictures. What to do with all the pictures??

Find your platform

First, figure out which platforms you want to use. Facebook, of course, because you know how to use it and it is so easy to put pictures into albums. Kids, pets and high tech are album categories you should absolutely be using. Everyone loves kids, pets and cool gadgets. If you do not believe me, go take a look at Facebook. What about staff? Patient-of-the-month? Birthday celebrations? Awareness days? Put your thinking cap on!

What about Instagram? It’s huge. If you’ve got pictures it is where you need to be. Thousands and thousands of pictures are being shared every second. Instagram photos can also be shared on Twitter and Facebook. You can kill a lot of marketing birds with the Instagram stone.

Throw it back

Second, get nostalgic. Everyone loved “Throwback Thursday.” They still do even though the actual term “Throwback Thursday” might not be as cool anymore. Here is where those old photos are useful. Who doesn’t like seeing guys in short shorts and knee high socks or girls with the sky high 80’s hair? Throwback is fun. I know O&P patient care facilities and vendors that are second, third or even fourth generation. If you are a first generation facility it doesn’t matter. Start a “this time last year” album. Uh, you were a baby once, right? You’ve got baby pictures. Use them. Remember everything doesn’t have to be work-related. Just throw back to the past. School pictures. Prom pictures. College. O&P school. Start throwing!

At CEC, we love using throwback pictures as part of our clinical course presentations. What a great way to really introduce yourself to your audience – and get them to know, like and trust you – when they see you are brave enough to share your baby pictures with them! (Cute baby, right?)

Before and after

Third, use before and after photos. Orthotics and Prosthetics is all about changing people’s lives and bodies. Before and after pictures are easy pictures to take and the results are obvious to see. Patient in a wheelchair  – patient with a running leg – patient running. You can also show a patient with severe plagiocephaly – patient with a plagiocephaly helmet – patient with a gorgeously shaped head.  Another option? Patient with Charcot ankle collapse, unbraced, and same patient with orthoses. I do not have to tell you what makes for a great before and after photo. YOU do it every day!

Share and share alike

Fourth, do not be stingy. You do not need to create new content for every single platform that you want to use. Use the pictures for both. More importantly, make sure your followers can share your content and that your customers can share their content with you. If you have got an Instagram-addicted mother who just loves taking pictures of her baby with the Spiderman cranial remolding helmet on, it would be a shame not to let her share her photos. Many hands do make light work so do not feel like you have to do it all by yourself. Friends, family, patients, coworkers can all help lighten that marketing load. The entire concept of social media marketing is that it is SOCIAL and it revolves around SHARING so do not make it harder than it has to be!

 

 

General, US ISPO

Hawaiian Premiere of “1500 Miles” at the US ISPO Pacific Rim Conference in Maui

2013-06-13-1FOR IMMEDIATE RELEASE
CONTACT: ELIZABETH MANSFIELD, BOARD CHAIR, US ISPO
ADMIN@USISPO.ORG, 833-487-4776 DIRECT

US ISPO to Bring Uplifting Ultratriathlon Documentary “1500 MILES” to MAUI

Join this special one-­time screening of a film that celebrates amputee athletic triumph.

LAHAINA, HAWAII, JANUARY 6, 2020 – US ISPO will be hosting the Hawaiian premiere of the award winning documentary “1500 MILES” at the Sheraton Maui Resort & Spa on January 21, 2020 at 1:30pm in the Maui Ballroom.

“1500 MILES” chronicles the accomplishments of 27-year-old amputee/ultratriathlete Nicole Ver Kuilen, in which she and a support team of three additional women completed a two-month, 1500-mile triathlon (called “Forrest Stump”) from Northern Washington to Southern California. The ultratriathlon event was undertaken to call attention to the discrimination against aspiring amputee athletes who are denied insurance coverage of appropriate prosthetic technology, allegedly to cut costs.

View the Trailer for the film at:  https://vimeo.com/236037173

  • Nicole Ver Kuilen is an amputee athlete who challenges herself to swim, bike, and run from Seattle to San Diego. She has the endurance and passion to make it to the end. The biggest question is: will her prosthesis survive the journey?

Immediately following the premiere, Nicole Ver Kuilen and Natalie Harold of Forrest Stump (http://www.forreststump.org/) will join an international panel of rehabilitation medicine experts to discuss the issue of access to care for the limb loss population.

The film is being screened in association with US ISPO (https://www.usispo.org/), the United States Member Nation Society of ISPO (https://www.ispoint.org/page/About). ISPO is a global multidisciplinary organization, of over 75 member nation societies, that promotes access to appropriate and equitable rehabilitation, mobility devices, and other assistive technology to improve the quality of life for people with reduced mobility.

Tickets can be obtained at: https://www.eventbrite.com/e/hawaiian-premiere-of-award-winning-documentary-1500-miles-tickets-88580842685?ref=estw

“I just want to run. I want to be free to move. I want to be an athlete. I want to be like everyone else.” said Nicole Ver Kuilen.  “I hope one day our society can become more compassionate and empathetic to understand the struggles people without privilege face, and use that knowledge to guide decision making. You don’t need to walk a mile in my shoes to understand; you need to open your heart to being more compassionate.”

Download images and video clips at:  http://www.forreststump.org/1500-milesFS

General, Orthotic Prosthetic Continuing Education

Partnering with Physical Therapists – Getting More Attention

The O&P Almanac’s December 2019 cover story is titled, Team Building, O&P Partners with PT in a More Collaborative Approach to Patient Care.

The article emphasizes the importance of a team approach to patient care in regards to limb loss. Christine Umbrell, contributing writer and editorial/production associate for O&P Almanac, speaks with four prosthetists and explores their relationships with the therapy community. Each practitioner explains how their collaborative efforts with physical therapists improve outcomes and the overall patient experience.

Betta Ferrendelli wrote an article for the The O&P Edge earlier this year, Partnering with Therapists: Improving Patient Access and Outcomes Through Collaboration. She wrote, ” When it comes to optimal patient care, the best recipe for patient success involves physical and occupational therapists and O&P providers working hand in hand.”

Clinical Education Concepts‘ Clinical Director Marc Werner, CPO, talked about providing continuing education to physical therapists in Deborah Conn’s July 2019 article in O&P Almanac’s Member Spotlight, The Human-and Animal-Connection.

“It makes sense that orthotists and prosthetists educate the therapy community about patients with limb and functional loss,” Werner said when asked about the article. Long Island O&P has provided over 1200 continuing education credits to over 900 therapists. 260 courses at 45 different therapy facilities since 2010! Collaborating with physical therapy is imperative to continually improving patient outcomes.”

Clinical Education Concepts provides course material to orthotists and prosthetists that can be presented to physical and occupational therapists. Contact CEC

General, Marketing with Mansfield

Marketing Golden Oldie – Create a Top Ten List (or Four, Five, Seven…)

Here’s a top 7 list for O&P marketers.

7. Create information that educates. People enjoy doing business with those they know, like and trust. Create a top ten list such as topten that you can distribute to patients and referral sources alike. Sharing information that educates, and doesn’t just try to sell, establishes trust and credibility.

6. Ask for feedback. Everyone loves to share opinions. What they don’t like is to fill out boring, cookie-cutter forms. Make the form (paper or online) fun and easy. Don’t ask stupid or leading questions. Get creative. Then “talk” about any changes you made based on the feedback. Changed your hours? Let everyone know that it’s a result of the feedback. Open on Saturday mornings now? Let everyone know! Offering a different line of prosthetic socks or types of skin cleaner – let everyone know.

5. Record a podcast. Who doesn’t have a smart phone or access to a computer? Recording a podcast of FAQs (“Ten Things You Didn’t Know About Wearing a Scoliosis Brace”) and submitting it to iTunes puts you in front of the millions and millions of iTunes podcast subscribers.

4. See #7 but change it to YouTube. My mom is having trouble with carpal tunnel syndrome. She just watched a bunch of Bob and Brad videos on YouTube. Bob and Brad are “the most famous PTs on the internet.” Bob and Brad get it. They know people watch YouTube to learn….and who better to teach people about O&P than YOU! (They’ve got over 1.5 million subscribers, just fyi.)

3. Hold a contest. The prospect of winning anything is alluring. Do you need a name for a new product or service? Ask your target markets to come up with a name for the product and then pick the winner. Are you launching a new Web site? Tell your target markets that you will donate a can of food to the local food bank for every unique hit your Web site gets in its first month. Not only will you engage your target market to participate, you’ll be doing something newsworthy.

2. Got jobs? High schools, colleges and vocational tech schools all have career fairs. Put together a visually stimulating display of orthoses and prostheses and participate in a career fair as an unique way to market your company.Some manufacturers or sales reps might be able to provide you with an interactive upper-limb prosthesis display that people can actually use. Having students connect with O&P technology at a local level creates buzz.

1. Create a speakers’ bureau…starring YOU. With all the advancements in technology and the current media fascination with anything related to O&P, knowledgeable speakers are in demand. Offering to speak at non-O&P (think physical therapy, occupational therapy, rehab-adjacent, Rotary, churches, etc., etc.,) meetings, events and conferences can give a big boost to your marketing efforts.

General, Orthotic Prosthetic Continuing Education, US ISPO

2019 ISPO World Congress in Kobe, Japan

Early morning, Kobe, Japan, October 5, 2019

17th World Congress of the International Society for Prosthetics and Orthotics (ISPO)
5 to 8 October 2019
Leipzig/ Kobe, 4 November 2019

ISPO 17th World Congress a resounding success!

The 17th World Congress of the International Society for Prosthetics and Orthotics (ISPO) was held in Kobe, Japan, from October 5 to 8, 2019. This successful international event drew more than 4,400 participants from around the world, provided a range of learning opportunities, brought together multidisciplinary experts to report their scientific innovations, and showcased global industry solutions to improve mobility and services for people who use prosthetic, orthotic, and other assistive technologies.

The ISPO World Congress 2019 in numbers

4,400 participants from 97 countries (63% Japanese participants)

154 exhibitors from 38 countries (including 35 organisations in the International Community Lounge)

5 Keynote presentations

24 Symposia

28 Instructional Courses

348 Free Papers

129 Posters

The ISPO 17th World Congress was very successful. More than 4,400 participants from 97 countries came to Kobe in Japan to learn about the innovative possibilities of rehabilitation and assistive technology. In addition to the high-caliber scientific program, ISPO also brought numerous globally active societies and aid organisations together to discuss global assistive technology needs; including the World Health Organization (WHO), the International Red Cross Committee (IRCR) and Handicap International (HI). This makes the ISPO World Congress one of the most important international platforms for mutual exchange and cooperation, which underlines the importance of this event in the industry and for society. The success of the World Congress was also due to the tremendous support by the Japanese government, the Science Council of Japan, the Hyogo prefecture, and the city of Kobe whose representatives welcomed the attendees during the Opening Ceremony.

Inspirational Keynotes
The personal life experience of David Constantine presented in the Knud Jansen Lecture masterfully interwoven with the development of the Wheelchair sector and the role ISPO over 30 years was both a riveting and emotional experience for the audience that filled the World Hall. The audience responded with a standing ovation to express their appreciation. Desmond Tong delivered the IC2A Inspirational Lecture and also took the audience on his journey as he adapted to his life as an amputee and can now have great pleasure on focusing on his family, work and leisure pursuits. It was both a very informative and an emotionally charged Opening Ceremony that set the scene for the coming days, inspiring all for the four days of the congress and beyond.

Focus on Innovation
The industry’s innovative strength was clearly demonstrated in the two fully booked exhibition halls, where 154 exhibitors from 38 countries presented state-of-the-art prostheses, orthoses and many other assistive technologies for people with physical disabilities. A major highlight was the Robotics Exhibition with high-tech solutions. Particularly outstanding projects in the prosthetics and orthotics field were honored during the congress. The Forchheimer Prize went to Lis Sjoberg, Helen Lindner and Liselotte Hermansson for their paper “Long-term results of early myoelectric prosthesis fittings: A prospective case-control study.”

The “Coapt Engineering” project by Blair Lock, Levi Hargrove and Todd Kuiken received the Brian & Joyce Blatchford Team Prize for Innovation.

Viva la Mexico
The ISPO 18th World Congress will take place from 19 to 22 April 2021 in Guadalajara, Mexico.

About the ISPO World Congress
The ISPO World Congress takes place every two years in a different country and is held on different continents to reach a variety of markets. Special attention will be given to the respective host country’s national participants and neighboring regions. Recent congresses took place in Vancouver in 2007, Leipzig in 2010, Hyderabad in 2013, Lyon in 2015 and Cape Town in 2017.
Participant profiles vary from country to country.
About ISPO International: http://www.ispoint.org

The ISPO is a multidisciplinary organization that operates worldwide and aims to improve the quality of life for persons who may benefit from the rehabilitation practice of prosthetic, orthotic, mobility and assistive technology by:
Promoting multidisciplinary practice;
Facilitating professional education to provide quality care;
Promoting research and evidence-based practice;
Facilitating innovative and appropriate technology;
Fostering international collaboration and consensus;
Facilitating knowledge exchange.

Its members include prosthetists, orthotists, orthopaedic technicians, physicians, physiotherapists, occupational therapists, orthopaedic shoemakers, nurses, and engineers. Currently ISPO is represented by more than 3,500 individual members in over 100 countries all over the world. ISPO International is committed to a world in which all people have equal opportunities to fully participate in society.

Press contact:
Karoline Nöllgen
PR Manager for Medical Trade Fairs and Conventions
Leipziger Messe GmbH
Telephone: +49 (0)341 / 678 6524
Email: k.noellgen@leipziger-messe.de
http://www.leipziger-messe.de
ISPO 2019 online http://www.ispo-congress.com
Twitter: @ISPO_int
#ISPOcongress19
#ISPOcongress21

Interested in global rehabilitation and access to assistive technology? You should join ISPO today!

Elizabeth Mansfield, US ISPO Board chair