Pre-Conference Issue
IMDA 30th Annual Conference & Manufacturers Forum

Keystone Resort, Colorado - site of the 2010 Annual Conference
 

Are you ready for a challenge? Keynote speaker Gerry Layo will ask you to leave excuses and rationalizations at the door in this challenging, stimulating session. Layo will orchestrate an interactive afternoon session, designed to give you some concrete take-aways. Plug into the network. This year's Conference features plenty of networking time. Some say this is where the real value of IMDA lies -- sharing ideas with peers. Sponsors and exhibitors. You want business opportunities? Here's a list of companies that are exhibiting or sponsoring this year's Annual Conference & Manufacturers Forum. There's nothing like a face-to-face meeting with people who can help you grow your business. R&R. Your mission in attending the IMDA Annual Conference & Manufacturers Forum is to explore new business opportunities and build your business. But there's nothing that says you can't relax for awhile and enjoy the beautiful Rocky Mountain air, too. The fine print: What you need to know. Details on conference fees, lodging and transportation.

Keynote Are you ready for a challenge?

How proactive are you in building an organization that will be effective in a tough market?

Do you still have a passion for medical technology and how it can benefit your customers and their patients? If so, are you able to communicate that passion to your salespeople and staff?

How willing are you and your reps to venture outside your comfort zone and make contact with CEOs, CFOs, chief nursing executives or other non-traditional customers?

How willing are you and your sales reps to depart from your clinically oriented script and start talking your customers' language, which is often as much financial as clinical?

Have you trained your people to get invited to their customers' value analysis committee meetings?

Are you equipped to talk about the total cost of ownership of the devices you sell, instead of just the purchase price?

Do you sales reps have the relationships and the credibility to get their customers to move beyond "Is it on contract or not?"

Are you tired of listening to -- or making up -- excuses? Do you want your salespeople to be more effective with your customers? Then come to the IMDA Annual Conference & Manufacturers Forum, May 16-18, in beautiful Keystone, Colo. But be warned: Our keynote speaker, Gerry Layo, will be asking you to leave your excuses and rationalizations at the door.

Driving in a different lane

Yes, it's a tough market, says Layo. But there's precious little time for pity parties. Rather, it's time to focus on how to get the job done. And Layo will help IMDA members do just that.

"It used to be we could just go in and talk to the doctors," he says. "They would fall in love with [a new technology], they'd fall in love with us. They'd go to procurement and say, ‘This is what we want.' Now we're being driven in a different lane. And if that's what it is, what are we going to do about it?"

Layo believes that specialty sales and marketing organizations need to keep in mind the "Ps": product, price, people, process, philosophy, productivity and proactivity. And don't forget pride. "Does your pride keep you doing the same things over and over? ‘This is the way I've always done it, and always will.' Sometimes what you did in the past doesn't make sense today," he says. "So take apart what you're doing before your competitor does it for you."

Join Gerry Layo for a challenging morning on Monday, May 17. And that afternoon, he'll lead some structured discussion, helping IMDA members see how they can transform the words into simple, concrete but effective actions when they return to their offices.

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Schedule-in-a-box Sunday, May 16 9 a.m.: IMDA golf tournament. 3:30 p.m.: Opening session. (Attendee and manufacturer introductions, and sharing of the important business issues all are addressing.) 5 to 7 p.m. Manufacturers Forum and Welcome Reception. Monday, May 17 7 a.m.: Continental breakfast. 8 to 10 a.m.: Keynote presentation: Reinventing the Specialty Sales and Marketing Organization, by Gerry Layo. 12 to 2 p.m.: Manufacturers Forum and Lunch. 2 to 3:30 p.m. Brainstorming session: How can IMDA members re-invent their companies to remain relevant and profitable in the decade ahead? 3:45 to 5:15 p.m.: Member-led breakout sessions: Identifying Key Financial Indicators; Increase Your Sales; Working with Specialty Distributors (a special session for manufacturers). 6 to 7:30 p.m.: Manufacturers Forum and Reception. 7:30 to 10 p.m.: Awards Dinner. Tuesday, May 18 7:30 a.m. Continental breakfast/Annual business meeting. 8:30 to 10 a.m.: Member-led breakout sessions: Identifying Key Financial Indicators; One Degree of Separation. 10:15 to 12: Closing session: Impact of Healthcare Reform on You, Your Customer, Your Industry.

This year's Conference features plenty of quality networking time, beginning with the golf tournament and opening session on Sunday, May 16, to the member-led breakout sessions on Monday and Tuesday, to the awards dinner Monday night. You'll meet with peers and talk about issues you share, such as monitoring key financial indicators in your business, exploiting the power of telemarketing, and identifying manufacturers who need your expertise in building markets. Here are some of the breakouts scheduled.

• Identifying key financial indicators. You and your manufacturers make decisions all the time that affect your balance sheet, income statement and bottom line. In this session, Martab Medical's Tony Marmo will lead a discussion on some of the key ratios that business owners should track in order to maintain the health and profitability of their companies. With an understanding of these ratios, IMDA members can make informed decisions instead of reacting after the fact.

• One degree of separation. How can you use your clinical contacts and market knowledge to move into new areas of opportunity? We're not talking about taking a "leap of faith" into a specialty you know nothing about. Instead, we're talking about making a reasoned, confident step into new markets. Join medical marketing expert and IMDA friend Rick Davies in a discussion about seizing new opportunities by using the resources and contacts already at your disposal.

• Increase your sales. Learn a novel, but proven, approach to sales by a company that uses physicians to bypass gatekeepers and lay the groundwork for specialty medical distributors. The discussion will be facilitated by Mark Brumer and Steven B. Deitch, MD, Doctor to Doctor Sales Solutions.

• Working with specialty distributors. A special session for manufacturers -- "Working with specialty distributors" -- will show vendors how to build a successful and mutually productive relationship with specialty sales and marketing organizations, draw up meaningful contracts, motivate an outsourced sales force, work jointly on effective marketing programs, and track performance. Led by IMDA allied member Tim Beevers of Beevers Manufacturing.

• And once again, Mitchell A. Kramer, Esquire, IMDA's general counsel, will be available throughout the conference to hold 30-minute sessions with members to discuss legal, business or other issues as a membership benefit. These conferences are attorney-client-privileged. Appointments can be made at the conference, on a first-come first-served basis. Or to assure time, call IMDA headquarters at 866-463-2937, or the offices of Kramer & Kramer, LLP at 800-451-7466.

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You want business opportunities? You'll find them at the IMDA Annual Conference and Manufacturers Forum. The following sponsors and exhibitors will be on hand to meet you, talk about their businesses, and explore ways for both of you to grow:

• Air Safety Limited: High-efficiency air filtration devices.

• Alliant Insurance Services: Insurance brokerage, bringing you IMDA-member-specific insurance protection from Medmarc.

• Analytical Industries: Gas analysis solutions through advanced sensor and analyzer technology.

• Doctor to Doctor Sales Solutions: Medical contract sales company using doctors to reach doctors.

• Impact Instrumentation: Respiratory care products and measuring instrumentation.

• Maxtec: Oxygen analysis and delivery products.

• Medmarc: Insurance products and risk management products for the medical technology and life sciences industry.

• Oridion: CO2 measuring technology and breath sampling technologies.

• Precision Medical: Respiratory products, including oxygen regulators, portable liquid oxygen systems, etc.

• Pulmodyne Inc.: Air management in anesthesia, respiratory and nuclear medicine.

• SonarMed: Airway monitoring system.

• Vidacare: Emergency intraosseous vascular access system.

Note: This list is current as of April 16. More companies are expected to sign on prior to the Conference.

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Your mission in attending the IMDA Annual Conference & Manufacturers Forum is to explore new business opportunities and build your business. You'll work hard doing all of these things. But there's nothing that says you can't relax for a while and enjoy the beautiful Rocky Mountain air, too. This year's location -- Keystone, Colo. -- is located just 90 miles west of Denver on I-70. Although a spectacular winter ski resort, Keystone has a lot to offer in mid-May as well.

You can start at 9 a.m. Sunday, May 16, with the revered IMDA Golf Tournament. The par-71, Hurdzan-Fry course promises to bring an element of drama to your game. The par-35 front nine is oriented around the path of the Snake River and the par-36 back nine winds through a lodgepole pine forest. Impressive elevation changes, variable bunkers, water hazards, and five sets of tees on each hole combine to challenge golfers of all abilities. The 16th hole features a 194-foot elevation drop from tee to green and the scenic 18th hole offers 12 bunkers and spectacular views of Lake Dillon. Add to that the magnificent views of snow-capped peaks and wildlife.

IMDA makes it easy and affordable for you to bring your spouse and kids, too. The Keystone Lodge has extended its low nightly room rate -- $142 -- for three days before and after the Conference. What's more, spouses and guests may register for the Conference for just $299. When they get there, what will they do? Plenty.

Keystone is home to several AAA 4 Diamond, Wine Spectator and Zagat Survey-rated restaurants. The Lodge houses a 10,000-square-foot luxury spa, and families will enjoy a variety of shopping opportunities and other activities. Check out all of this and more at the Keystone Website, www.keystoneresort.com.

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Most times, the words "fine print" mean trouble, filled with "caveats" and "emptors." But the fine print of the IMDA Conference is, well, just fine. Here's what you need to know to get to this year's Annual Conference.

Accommodations

The IMDA Annual Conference and Manufacturers Forum will be held at the Keystone Resort in Keystone, Colorado. The IMDA room rate is $142 per night. To make a reservation, call 800-258-0437. (The room rate of $142 a night was guaranteed for those who made reservations by April 14. But that rate may still be available, based on availability. So call today.)

In years past, some IMDA members attending the Annual Conference have attempted to save money by booking accommodations off-site. We understand why that happens. But please keep in mind that in arranging the Conference, the association negotiates its contract with the hotel to obtain meeting rooms, staff accommodations, and other necessary items at no cost, in exchange for a guaranteed number of room nights and food expenditure. If the minimums are not met, the association is charged a substantial attrition fee. Staying at the Conference hotel is not only more pleasant, it affords more opportunity for networking. And it may save the association a substantial amount of money.

Additional registrants

IMDA is making it economical for you to bring along some team members by offering them a reduced rate to join you at the Conference. The initial registrant from your company can attend for $925. Additional company registrants can attend for just $485 each.

Don't forget your spouse or significant other. They'll love Keystone! Spouse or guest registration is just $299. Your spouse or guest may participate in the golf tournament for just $85.

Once people see first-hand what IMDA has to offer, they usually end up joining. That's why IMDA offers a special non-member rate (good for one Conference only!) of $1,325. (Special rates are extended to additional company registrants and spouses.) So if you know a specialty distributor or rep who's thinking about IMDA, tell him or her to call headquarters at (866) 463-2937.

Getting there

Colorado Mountain Express provides shuttle service to and from the resort throughout the day from 8 a.m. to 11 p.m., leaving the airport every 90 minutes. The fee for a roundtrip ride is $164. Call (800) 334-7433 to book your reservation.

If you're traveling by car, driving directions can be found on the Keystone Resort Website at www.keystoneresort.com. Parking at the hotel is complimentary.

Direct additional questions to IMDA headquarters at (866) 463-2937 or info@imda.org. We look forward to seeing you in Keystone.

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IMDA Update Published by IMDA 5204 Fairmount Ave., Downers Grove, IL 60515 Phone:  (630) 655-9280 (866) IMDA-YES (866-463-2937) Fax: (630) 493-0798 Website:  www.imda.org E-mail:  imda@imda.org   Staff Katie Swartz: Executive Director Judy Keel: Executive Vice President Patti Perillo:  Senior Administrator Mary Moran:  Chief Financial Officer Mark Thill, Editor & Communications Director (847) 255-0716 Mitchell Kramer, Legal Counsel (800) 451-7466 Barbara Kramer, Legal Counsel (734) 930-5452 George Ayd, Jr., Insurance Administrator (703) 652-1309         2009-2010 Directors President Kevin Trout, Grandview Medical Resources, Inc. (412) 914-0950 President-Elect Anthony Marmo, Martab Medical (201) 512-1100 Secretary/Treasurer Hal Freehling, Jr., O.E. Meyer Company (419) 609-1633 Chairman of the Board Dave Campbell, PhD, Vital/Med Systems Corporation (303) 660-0888 Directors-at-Large Tom Birmingham, Bay State Anesthesia, Inc. (978) 682-6321 George Howe, Mercury Medical (727) 573-0088 Philip M. Reilly, KOL Bio-Medical Instruments, Inc. (703) 378-8600 Don Reiter, Specialty Respiratory Care, Inc. (818) 717-8807 x19 Bill Schultz, IPV Medical, LLC (760) 212-2769 Past-President Shawn Walker, Bay State Anesthesia, Inc. (978) 682-6321 Manufacturer Representative to Board Tim Beevers, Beevers Manufacturing & Supply (503) 472-9055 The ideas presented in this newsletter may or may not be applicable to your particular situation.  Always consult your tax advisor, attorney or CPA before putting them into effect.