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AdvantageessentialFirst Quarter / 2017 Newsletter / Volume 64
EW members change the world
Focus Conference: Planning is Well Underway
Getting the Most from Your Essentially Women Membership
32
Welcome to 2017, Essentially Women members!
If you are a new member, you are among 40 others who have joined our community in the past year. Welcome!
2016 Catapulted Essentially Women to an Incredible 2017
Last year, we celebrated EW’s 20th year in business and our first year under new ownership. What a great year it was!
We got to meet many of you in person, we hosted our first Focus Conference, we learned a ton about what the mastectomy boutique business looks like from your vantage point and SO much more.
2016 brought plenty that will positively affect you, as well.
You will enjoy new vendor partnerships and continue to benefit from our longtime partners.
You will also notice that we’ve undergone a makeover. Everything from our website to your Essential Rewards reports have a fresh look. We hope you like it as much as we do.
Here’s to a Progressive 2017
2017 brings even more great things for EW members.
We are in the midst of creating MyEW, a members-only portal that will give you easy access to all kinds of valuable information. From your store’s purchase history to a discussion forum for getting peer feedback on pressing issues, this site is designed with you in mind.
You will also have access to even more educational resources. Think articles written by experts, webinars, EssentialNews stories, traveling seminars and more.
2017 will undoubtedly be a year of political, legislative and regulatory ups and downs. Rest assured that we’ve got your back there too. EW has our ear to the ground and will keep you updated on the things you need to know about.
Make sure that we’ve got your email address correct so that we can share news with you in a timely manner. Haven’t received anything from us lately? Contact us at [email protected] or call us at 800-988-4484 to update your info.
I’m looking forward to another great year of helping you do what you do best: serving clients!
CONTENTSLetter from the President ..............................2
American Breast Care Ad ..................................3
ABCOP Ad ........................................................4
Profession or Industry, Does it
Make a Difference? .......................................5
VGM Insurance Ad ...........................................6
Keeping Your Customers Safe .......................7
Value of Advocacy! .......................................8
Focus Conference: Planning
is Well Underway .........................................10
Wear Ease Ad .................................................12
Calendar of Events ......................................12
Focus Conference Ad ......................................13
Getting the Most from Your
Essentially Women Membership .................14
Participating Vendors ..................................16
Medi Ad .........................................................18
EW Member’s Passion: To Help Customers
Look and Feel Their Best .............................19
Shades of Pink: How to Use
Off-The-Shelf Marketing to Link
Arms with Women at the Beginning
of their Breast Cancer Journey ....................20
VGM OTS Marketing Ad .................................21
Hair Visions Ad ...............................................22
EW members change the world ..................23
Focus Conference Ad .........................Back Cover
Essentially [email protected] W San Marnan Drive | Waterloo, IA 50701
Christa Miehe, President [email protected] Jensen, Membership Director [email protected] Ciardo, Vendor Relations [email protected] Smith, Member Relations [email protected]
Essentially Yours,
Christa [email protected]
Letter From The President
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54
Profession or Industry, Does it Make a Difference?Jim Lawson American Board for Certification in Orthotics, Prosthetics & Pedorthics Outreach Development Manager
While attending a recent state association meeting, one of the presenters was chronicling the history of orthotics and prosthetics, including mastectomy care, and I was struck by the language he continually used to address his audience. “Our industry,” he remarked time and again. I couldn’t help but be reminded of how grating many of my colleagues and I find this term - industry. We are a profession, not an industry, right?
What’s the difference between industry and profession anyway? I firmly believe that there is definitely an important distinction between the two.
A profession is a group of qualified people who practice a particular set of skills (e.g. lawyer, dentist, accountant, architect, physician). An industry is a group of companies and organizations that all work on similar things.
To illustrate, the automotive industry is a collection of companies and organizations all working with cars and car-related products. The O&P profession has industry partners who manufacture, conduct research, and provide education to professionals.
In contrast, a profession requires specialized education and training in order to provide a service to others. Professionals have formal qualifications based on education, apprenticeship, and completed exams through recognized bodies with the power to deem competency and establish a professional code of discipline.
Those roles have been filled by the organizations that certify O&P professionals.
What qualifications do you have that entitle you to be considered part of a profession?
All certified mastectomy fitters must complete a pre-certification course, satisfy a minimum number of hours of clinical training, and pass an extensive exam. These requirements are designed to provide you with specialized training in mastectomy fitting, patient assessment, formulation and implementation of a treatment plan, follow-up care, practice management, ethics, and professionalism.
In addition, our profession has long recognized the need for continuing professional education in order to keep current with the resources and research available and provide superior patient care.
Accreditation also sets us apart from an industry.
As a mastectomy provider, you must be accredited in order to bill CMS and many other insurance providers, proving that your business is in compliance with the basic fundamentals of business organization in the provision of patient care. It also proves that you have organizational consistency throughout your facility’s operations.
These points alone should prove that O&P is a not an industry, but a profession filled with highly-trained, specifically-skilled healthcare providers. This is a distinction that I am passionate about and one that I feel we should strive to uphold. Our profession has been trying to earn the respect of payers and outside parties by showcasing the expertise, experience and professionalism that is provided to each and every patient.
How can we expect others to treat us as professionals if we continue to refer to ourselves as an industry? It starts with us. You are part of a profession, not just a supplier. You have been trained and certified to make important decisions concerning the provision of products that improve the lives and well-being of your patients, and you should be respected accordingly.
Take pride in your education, training, experience and professionalism. Take pride in your ability to help make lives better every day, which is exactly what you do. Take pride in referring to yourself and your colleagues as part of a profession!
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As a recognized leader in the health care industry for over 25 years, our team of specialists works to provide your business with enhanced protection at competitive prices. We can work directly with you or with your local insurance agent.
OUR COVERAGES INCLUDE:
• Comprehensive Liability • Medicare/Medicaid Surety Bonds• Business Owners’ Policies • Workers’ Compensation• Cyber Liability • Health Insurance Solutions • And more!
VGM Insurance Services is the endorsed insurance and surety bond provider of Essentially Women.
Contact us today to learn more and access your savings!800-362-3363 | www.vgminsurance.com/ew | [email protected]
INSURANCE AND BOND SOLUTIONS TAILORED TO THE UNIQUE NEEDS OF YOUR BUSINESS.
Exclusive discounts are available for Essentially Women members!
As post-mastectomy women’s health providers, you are passionate about providing the products, care and support that your customers need during some of the most challenging times of their lives. Many of your customers likely visit your retail space after receiving surgery, chemotherapy or other medical treatments. They may be on significant amounts of medication, and may be in a fragile state of physical and/or emotional health. It is crucial not only to provide the most positive, encouraging retail store experience for your customers, but also to keep them safe while visiting your facility.
The unfortunate fact is that customer personal injury claims can be extremely costly and damaging to a retail business’s reputation in any industry. The threat is even greater in situations where customers are at a higher risk for injury in general due to medical reasons.
It is important for you as a women’s health provider to understand the extent to which you are liable for customer injuries on your premises and to take the necessary steps to prevent injury.
Common InjuriesYou are legally required to maintain a safe premises for your customers. Common injuries that could become your liability include:
• Slip and falls resulting from wet floors, torn carpets, poor lighting or escalators. This type of injury is extremely common.
• Head and body injuries resulting from falling objects, retail displays, out-of-reach objects or other mishaps.
• Parking lot injuries resulting from cracked surfaces, improperly designed lots, or failure to remove ice or snow.
Methods of PreventionMost customer accidents are preventable. Steps you can take to increase the safety of your customers and minimize the risk of a personal injury claim include:
• Ensure proper lighting in all areas of the store, and check on a regular basis that all bulbs are functioning. Document your inspections.
• Ensure that product displays are stable, and always put heavy items on lower-level shelving.
• Beware of tripping hazards. Trash, extension cords, extra stock, boxes or any other objects left in aisles designed for pedestrian traffic invite falls. Items in these areas should be removed or properly barricaded.
• Install secure railings where appropriate, including on stairs, raised areas and increases in elevation.
• Ensure that all increases in elevation, both inside and outside your store, are clearly marked.
• Install video cameras to more efficiently monitor the premises for dangerous conditions and provide proof in case of a claim.
• During snowy, icy or rainy weather conditions, take care of dangerous situations on sidewalks, stairs, and parking lots promptly. Provide a doormat at each entrance to allow for complete wiping of shoes. Ensure that doormats and rugs are straight, in good condition, and are completely flat against the floor.
• Design parking lots to avoid injury. Repave and repair lots, and check for hazardous conditions regularly. Document these inspections.
• Identify high-risk areas of the facility, and set up an employee inspection schedule to ensure they do not become dangerous.
Risk Management Tips for Preventing Customer Injuries in Your StoreLinda Braden, VP Claims, VGM Insurance
Keeping Your Customers Safe
Continued on page 8
98
Let’s be honest. Contacting elected officials is not something small business owners look forward to. And having a strong voice and message to deliver is not easy to do. But unfortunately, in our industry, it’s the primary way to have our voices heard on behalf of our business and the beneficiaries we serve.
Fortunately, there are many online resources available to make advocacy easier.
Most advocacy websites, including the Lymphedema Treatment Act’s, provide opening paragraphs that include bill numbers and other regulatory info. They also give names and contact information for your elected officials by zip code.
As part of our continued dedication to supporting our industry and the beneficiaries our members serve, Essentially Women is proud to, once again, attend Lobby for Lymphedema Days. This year, we wanted to bring a few more friends to Capitol Hill.
We asked members to register for a chance to win an all-expenses paid trip to D.C. As part of the contest, members had to provide their home address so we could set up appointments with their elected representatives. We also requested that they tell us how lymphedema has affected them personally, or affected their clients’ lives.
Transfer Risk
Liability Insurance addresses the cost of legal damages and claims up to policy limits. Work with your insurance provider to design and customize a liability package that best fits the unique needs of your business.
If the unfortunate does happen, call your insurance provider immediately, and they will walk you through the necessary steps.
If you have questions or want to learn more about the insurance solutions and exclusive savings opportunities available to EW members through VGM Insurance, visit www.vgminsurance.com/EW or contact Bill Wilson, VP Sales and Marketing at [email protected] or 800-205-0091.
Keeping Your Customers Safe, cont.
Value of Advocacy!
Kim Neel EW Member Company: Alala, Inc. Member location: Columbia, S.C.
How has lymphedema affected you or your clients’ lives? Why is it important to you to lobby for Lymphedema?
Lymphedema has affected me ‘coming and going.’ I wear an arm sleeve following breast cancer, and as I approach my second set of surgeries for a recurrence of breast cancer at 59, I am concerned for myself and the expense of this lifetime malady.
As a co-owner of Alala, Inc., I see the sad, frustrated faces of our male and female customers who are unable to afford their required garments every day. We started Alala Cancer Society as a 501c3 nonprofit and have helped hundreds of folks obtain garments through grant writing with Susan G Komen and cancer care, but it is just a drop in the sea when you consider the volume of those in need.
As a former congressional intern, I fully understand the importance of a strong, well-informed coalition that keeps their emotional argument balanced with objective facts and reasoning.
Jeri Millard EW Member Company: In The Pink Member location: Jacksonville Beach, FL
How has lymphedema affected you or your clients’ lives? Why is it important to you to lobby for Lymphedema?
I have lymphedema in my right leg and foot from an injury. I wear compression on a daily basis. Though I am a breast cancer survivor, I have never had lymphedema in my arm. I am also the Founder of In the Pink, a nonprofit serving men and women with cancer of all types. We are all certified lymphedema fitters and provide upper and lower extremity garments, and we file insurance for the garments as well.
The reason I feel it would be important for me to lobby is that I understand the disease, can explain its effects on the quality of life of a patient, and understand the insurance industry.
Stay tuned to our social media pages and Essential News emails to see the EW team, including Kim and Jeri, take on Capitol Hill.
Meet our Lobby for Lymphedema Days Winners!
Essentially Women members Jeri Millard (left) and Kim Neel (right)
According to the Lymphedema Treatment Act website, you can become an advocate by taking these five steps.
1. Email Congress 2. Call your Senators 3. Call your Representatives4. Connect through social media 5. Attend district meetings
1110
Focus: The EW Conference, will take place September 16-18, in Minneapolis, Minn.
The three-day Focus conference will provide EW members with continuing education and training opportunities, resources to improve operational efficiencies, and it will connect women’s health care professionals, industry consultants and vendors.
“We’re excited to bring our members and vendors to the Midwest next fall. Minneapolis was chosen as our destination for 2017 because of its mid-western hospitality and because of its central location and hub airport, which makes transportation convenient.” said EW president, Christa Miehe.
“The Mall of America is a wonderful attraction and an entertainment venue that we expect will have great appeal for our Essentially Women members,” said Miehe. “The host hotel is 10 minutes from both the airport and the Mall of America, making it convenient for our attendees and our exhibitors.”
“We received great feedback from our members and our vendors after last year’s conference. We are using that feedback to make changes and improvements to the conference,” said Miehe. “We are excited about the new items we will offer at this year’s conference including the Sip ‘n Shop.”
This year’s conference agenda includes a new approach to the opening of the exhibit hall. The Sip ‘n Shop will be unopposed exhibit time and will allow members and vendors to connect and discuss products without the distraction of sessions.
Focus Agenda At-A-Glance
Saturday, September 168 a.m. - 5 p.m. .................................................. Pre-conference sessions
3 - 5 p.m. ................................................................... Registration open
Sunday, September 177 - 8 a.m. ............................................................................ Registration
8 - 9:30 a.m. ....................................................... Breakfast and Keynote
9:45 a.m. - 12:30 p.m. ............................................. Education Sessions
12:30 - 1:45 p.m. .................................................... Lunch and Program
1:45 - 2 p.m. ........................................................................ Sip ‘n Shop
2:30 - 3:45 p.m. ....................................................... Education Sessions
3:45 - 5:15 p.m. .......................................................... Exhibit Hall Open
7 - 10 p.m. ............................................................................... EW Party
Monday, September 187:30 - 9 a.m. ......................................................Breakfast in Exhibit Hall
9 - 10:15 a.m. ................................................................ General Session
10:30 - 11:45 a.m. .................................................... Education Sessions
11:45 a.m. - 2 p.m. .................................................Lunch in Exhibit Hall
2 - 3:15 p.m. ............................................................. Education Sessions
3:30 - 5 p.m. ...................................................................Closing Session
6 - 9 p.m. ..........................................................Dine around at The Mall
Tuesday, September 1Post-Conference Sessions ...............................More details coming soon
Focus Conference: Planning is Well Underway
Registration for Focus: The EW Conference will open for attendees and exhibitors on April 1.
For more information visit: focus.essentiallywomen.com
Calendar of Events Essentially Women presentsFocus: The EW Conference
September 16-18 Minneapolis, Minn.
Discover. Build. Challenge.
Essentially Women’s Focus Conference is all about providing our members with the opportunity to receive education that allows them to improve their business. Through our seminars, keynote speaker and continuing education opportunities, you’ll not only improve your business but gain valuable insight to help you adjust to our ever-changing health care industry. Reasons to attend:
Discover new products, build relationships, and challenge yourself to learn at this year’s Focus Conference.
• Earn CEUs, both business and scientific.
• Learn from first-class presenters.
• Educate yourself on the programs, services and benefits that come with EW membership.
• Network with fellow EW members, presenters and exhibitors.
• Shop the exhibit floor for the latest products.
And, the most important reason to attend Focus: to recharge your batteries.
Head to Minneapolis, and let us take care of you for a few days so you can go back to work feeling refreshed! We’ll take care of you, so you can take care your clients.
Registration opens April 1Immerse yourself in the inner circle of Focus!
focus.essentiallywomen.comMADE IN USA
April 2-4 | Altitude Intimates Show | Planet Hollywood Resort & Casino | Las Vegas, NV
April 3-5 | Int’l Lingerie Show | Westgate Hotel | Las Vegas, NV
April 3 | Anita Care Class | Knoxville, TN
April 4 | American Breast Care Basic | Detroit, MI
April 5 | American Breast Care Advanced | Detroit, MI
April 5 | Anita Care Class | Charlotte, NC
April 7 | Anita Care Class | Fairfax, VA
April 11 | Argosy Group: Webinar Tuesdays@10: Documentation Update
April 11 | American Breast Care Basic | Lexington, KY
April 12 | American Breast Care Advanced | Lexington, KY
April 19 | American Breast Care Basic | Chicago, IL
April 20 | American Breast Care Advanced | Chicago, IL
April 26 | American Breast Care Basic | Des Moines, IA
April 27 | American Breast Care Advanced | Des Moines, IA
May 1 | ABC Application Deadline
May 2 | Anita Care Class | Cincinnati, OH
May 8-13 | ABC Exam Cycle
May 16 | American Breast Care Basic | Boston, MA
May 17 | American Breast Care Advanced | Boston, MA
May 18 | American Breast Care Basic | Myrtle Beach, SC
May 19 | American Breast Care Advanced | Myrtle Beach, SC
May 23 | American Breast Care Basic | Albuquerque, NM
May 24 | American Breast Care Advanced | Albuquerque, NM
June 7 | Anita Care Class | Grand Rapids, MI
June 12-15 | VGM Heartland Conference | Waterloo, IA
June 14 | Argosy Group: Webinar Tuesdays@10: Business Topic
June 14 | American Breast Care Basic | Portland, OR
June 15 | American Breast Care Advanced | Portland, OR
June 21 | Anita Master | Ft Lauderdale, FL
June 27 | American Breast Care Basic | Little Rock, AR
June 28 | American Breast Care Advanced | Little Rock, AR
1514
When you meet with your financial planner, the primary question is how do I maximize my returns?
You don’t make investments and cross your fingers, hoping for mediocre returns—you want to get the most possible.
You should be asking yourself the same question when you look at what Essentially Women has to offer your business. How can you take advantage of what your membership has to offer you to improve the bottom line for your business? There are several facets of Essentially Women designed to help you increase your profits.
Let’s start with vendor contracts This is usually the primary reason members join Essentially Women. EW gives you access to vendor contracts, which offer discounts and/or Essential Rewards on qualifying purchases. If all things are equal, and Vendor X is a contracted vendor that offers discounted pricing and Essential Rewards, then why would you purchase from Vendor Y who is not a contracted vendor?
Let’s do the math:
Vendor XFirst quarter purchases = $5,000EW discount = 5%, or $250Essential Rewards = 2%, or $95 (original purchase price less the discount)
When we’re calculating the benefit to your bottom line, you just improved your profitability by $345.
Now imagine the cumulative effect when you add additional vendors to this example! Quarterly membership is $45—peanuts compared to what you have to gain.
Education and Training There are several ways you can access education and training through Essentially Women.
Attending Focus: The EW Conference is an excellent way to earn continuing education credits necessary for mastectomy fitter certifications, and it’s a great way to learn from other Essentially Women members. What better way to stay current than to have a couple days to recharge your batteries and spend time getting to know members from all over the country?
Essentially Women also helps keep you informed on women’s health topics through our blog articles.
We know it’s hard to keep up with new developments and stay engaged in all aspects of your business. It’s important for you to stay current on recent breast cancer developments so that you can give your customers the best possible care and offer relevant answers to any questions they may have.
If you’re someone who posts articles via social media to help your patients stay up-to-date, we encourage you to share the articles we find on your own social media platforms.
VGM Education also offers discounts for their online training university to Essentially Women members. These are available as interactive courses and video education, and they cover accreditation competencies, continuing education credit, managerial reports, and tracking.
Billing and Reimbursement AssistanceFor those times when you find yourself with a question about Medicare billing and reimbursement, Essentially Women has free resources available to you as a first-line defense.
Ronda Buhrmester has experience as a supplier (hospital-based DME) and is a certified fitter. She sits on advisory councils for all four Medicare jurisdictions and can help you navigate some of those hard-to-understand Medicare regulations.
Ronda is available to the EW membership through phone and email inquiries free of charge. Instances wherein the question or need is greater than what Ronda is able to provide through this free service, she may refer you to one of our contracted vendors.
Just know that you always have a place to start! Ronda’s email is [email protected]
Shades of Pink, Off the Shelf MarketingThe most common frustration we hear from new members is that many of their customers are finding them six months after the need for their products and services is greatest. Shades of Pink is a marketing piece to help drive customers to your business earlier in their breast cancer journey.
This informational resource guide and brochure can assist referral sources with driving customers to your door. Referral sources are physician offices, nurse navigators, discharge planners, and support groups.
You can purchase this marketing piece ‘Off the Shelf’ and simply add a sticker on the back with your company information, or you can align it to your brand by customizing the cover with your logo and information.
For more information, contact Mary Avenanti at [email protected]
Insurance and Surety BondsMany Essentially Women members have had a relationship with VGM Insurance since 2009 when DMEPOS surety bonds became required by Medicare.
What you may not be aware of is that VGM Insurance offers a full package of commercial insurance. From underwriting to claims management, VGM Insurance can handle all your needs with in-house staff.
Just since the beginning of 2017, several Essentially Women members have found hundreds of dollars in savings on their workers’ compensation, commercial liability, and property coverages. Talk about improving your bottom line!
For more information, contact Dave Oleson at [email protected]
Essentially Women wants your business to do more than survive—we want it to THRIVE! That’s why EW offers you resources and programs to improve your bottom line. You can’t help the customers in your market if you’re not able to keep your business profitable.
I’ll leave you with one last teaser: be watching your email for information about MyEW, a new and improved members-only portal to help maximize your Essentially Women membership.
Getting the Most from Your Essentially Women MembershipBy Nikki Jensen, membership director
1716
PARTICIPATING VENDORS
ACCREDITATION COMMISSION FOR HEALTH CARE, INC.ACHC • Facility Accreditation
ACTION HEALTH COMPANYPromotional Items • Retail Packaging
AMERICAN BOARD FOR CERTIFICATION (ABC)Facility Accreditation • Fitter Certification
AMERICAN BREAST CAREPost Breast Surgery
ANITA INTERNATIONAL, CORP.Bras • Lingerie • Swimwear
ARGOSY GROUP, INC.Accreditation Prep • A/R Management and Recovery • Billing • Consulting
BOARD OF CERTIFICATION/ACCREDITATION INTERNATIONALFacility Accreditation • Fitter Certification
CEZARAMaternity and Support Panty
CHASE PAYMENTECHCredit Card Processing Service
CONSULTANTS PRNIndustry-Specific Consultation for Accreditation • Training and Education
COOL-JAMS, INC.Wicking Sleepwear
DESIGNS FOR COMFORT, INC.Headwear •Headliner Brand • Partial Hair Pieces • Plus-Size Bras
DR. COMFORTDiabetic Shoes, Socks and Accessories
EIGHTY30Post-Breast Surgery
FIRST DATACredit Card Processing Services
GEMTRESS®, INC.Wigs and Related Items
GORDON BRUSH MFG. CO., INC.Foot Care Brushes
GREEN FLAG RECOVERYCollection Service
HEALTHCARE MANAGEMENT SOLUTIONS, INC.Billing Service
INTEGRA HAIR SYSTEM, INC.Wigs and Related Items
ITA-MED CO.Compression Hosiery • Maternity • Shape Wear
IT’S YOU BABE, LLC.Maternity Support
JOVIPAK®
Custom and Ready-Made Lymphedema Garments
KNIT-RITE, A Division of TherafirmCompression Hosiery • Orthotic and Prosthetic Socks
LINDI SKINSkin Care
MEDELA, INC.Breast Pumps • Breast-Feeding Supplies
MEDFORCE TECHNOLOGIES, INC.Computer Software • Document Storage and Retrieval
MEDI USACompression Hosiery
MELINDA GMaternity • Nursing Bras
NORTHERN LIGHT TECHNOLOGIES, INC.Lights for Seasonal Affective Disorder
OFFICE MAX®
Office Supplies
PJUR MEDPersonal Lubricant
PREGGERS, KNIT-RITEMaternity Compression
QS/1®
Computer Software • Document Storage and Retrieval
ROYCE LINGERIE, LIMITEDMastectomy Bras • Nursing Bras
SCOTT SPECIALTIES, INC.Maternity • Orthopedic Supports
SOUND BEGINNINGS, INC.Prenatal Sound Delivery Devices for Baby-To-Be
THE SHOWER SHIRT CO., LLCPost-Surgery Shirt for Showering
VGM INSURANCEBusiness Insurance • Surety Bond
1918
custom lymphedema therapymade easy• Multiple options for flat knit garments & inelastic wraps.• Custom styles and options for upper & lower extremity. • Team of lymphedema educators to support you.• Flexible return policy.
1-800-633-6334mediusa.com
EW Member’s Passion: To Help Customers Look and Feel Their Best
LeAnn Porter, CFm, has spent her entire career helping other women feel and look their best through fashion. LeAnne is a supervisor at Tina’s Treasures, a cancer care boutique and an Essentially Women member out of Scottsdale, Arizona. She discovered her calling while working in major department stores throughout the southwest United States, from Los Angeles to Dallas.
“I find satisfaction in helping women find what they need,” said LeAnn, “and I excelled in selecting clothing and accessories.”
Along the way, LeAnn supervised intimate apparel departments, which ignited her passion for helping women look and feel their best. She taught bra and foundation fitting for several years and wrote a comprehensive fit manual and certification program.
The final 14 years of her department store career was working cosmetic and fragrance lines in south Texas, Arizona, and New Mexico. She relocated to the Phoenix area and took the position of manager and buyer for the Scottsdale Healthcare Auxiliary gift shop before Tina’s Treasures came calling.
“When the (supervisor) position for Tina’s Treasures was presented to me, it was a natural fit,” said LeAnn, “and a way to personally connect with the women who needed my skills at a critical time in their lives. I have been at Tina’s Treasures, inside the Virginia G. Piper Cancer Center, for over four years.”
Tina’s Treasures is a comprehensive cancer care boutique, providing the largest in-stock selection of bras and prostheses in the Southwest. “Our certified fitters are in the top one percent of mastectomy fitters in the nation,” said LeAnn. “We have a full-service wig salon, with complimentary styling and customization for all customers.”
The boutique has even taken the initiative to help clients regrow their own hair as quickly as possible. Tina’s Treasures partners with the National Hair Loss Association to consult on low-level laser therapy to help expedite hair regrowth.
The sales floor is run by hospital volunteers who help customers find everything from clothing to radiation relief skincare to nutritional items to CDs promoting meditation recorded by one of their Body Mind Spirit program instructors.
“The volunteers and the atmosphere are warm and inviting,” said LeAnn. “Our fitting rooms are very feminine, and it’s by design that the space is very non-clinical. It helps our clients feel at ease during their visit with us.”
Tina’s Treasures is a long-time EW member. Looking forward to maximizing that membership in all ways possible, LeAnn says Tina’s Treasures currently benefits the most from the EW member discounts offered by participating vendors.
“The Essentially Women staff has a unique vantage point, as it sees boutiques from all over the country and can share ideas with all of us,” said LeAnn. “At the suggestion of Nikki (Jensen, EW membership director) and Christa (Miehe, EW president) when they were visiting, we implemented the taking of our satisfaction survey on an iPad using a free survey service, and we are just completing our first month of surveys. This saves on paper and envelopes, as well as postage. Thanks so much!”
Throughout her career, LeAnn has helped others look and feel their best—even when they’re dealing with traumatic physical issues. She understands the importance of treating her customers with dignity and respect with a smile on her face. “I was once told, ‘Smiles are free. Give them away,’” said LeAnn. “I try to smile throughout my day.”
20
Shades of pink from VGM OTS Marketing
A very cost-conscious way to obtain a professional marketing piece that will present your business as warm, caring and compassionate and promotes the message that you genuinely care about your community and the people who live there. Referral sources will be impressed and grateful that someone is reaching out in this way.
VERSION Quantity200
Quantity500
Quantity 1,000
Off the Shelf $340 $595 $820
Custom Cover* $575 $860 $1,175
*Cost for customized orders is subject to change due to amount of customization.
To place an order or discuss customization options, contact Mary Avenanti at 888-875-7707 or [email protected].
OTS Marketing makes it easyNo set-up fees and no design fees. Take advantage of bulk print prices, especially on the Off the Shelf version.
Educated consumers are an asset to your business. The Shades of Pink guide to navigating options after breast surgery is an effective marketing tool that helps you do just that— in a professional way that lets the community you serve know you genuinely care about them and their journey. There are several ways to use this innovative guide to enhance your visibility and grow your business:
1. Leave the guides in physicians’ offices, waiting rooms and patient education areas
While leaving the guides on a table in a waiting room may be quicker and more convenient, the extra effort it takes to visit with the receptionist, nurse or health care practitioner personally may be well worth your time. In emphasizing your willingness to support their patients by leaving copies of Shades of Pink with them to distribute as needed, you significantly increase the probability of their breast cancer patients coming to you BEFORE their surgery, allowing you to offer continued support and products throughout their journey.
2. Set up an appointment with discharge planners and/or caseworkers at your local hospitals and offer a short presentation about the importance of getting clients in to see you as early in the process as possible.
Walk them through some of the talking points in the guide (i.e. Questions and checklists, post-surgery options, fitting, etc) and then leave them with a generous supply to share with patients and their families.
3. Use the book as an ice breaker when clients come to your boutique.
An attractive holder that displays the book in an upright position directs eyes to the piece. Use the guide as an aid in compassionate discussions with your clients and their support person(s). The book is written with an empathetic tone to relieve associated anxiety and concern.
4. Leave the book with any agency, center, or support group that has contact with women traveling the breast cancer journey.
Again, if possible, a personal visit and short presentation of what you and your business have to offer will leave a lasting impression. Group leaders, counselors, and even administrative workers will be more likely to refer women to the guide and to your business when they are aware of how much you care and of the products and services you offer.
These are just some of the ways this beautiful guide can be utilized to enhance your business and expand your visibility in the community.
For more information on this cost-conscious marketing tool, contact [email protected] or call 888.875.7707.
“ We LOVE the Shades of Pink guide for our business at Goshen Home Medical. Not only is it a great advertising tool, but it is a wonderful navigational guide for breast cancer patients. It helps them to realize they are not alone, understand what options are available, and it even includes resources such as checklists, a fitting guide, and an overview of the home medical products available. We have the book in our showroom, cancer center, and women’s retreat center, and I bring a few to the physicians’ offices and long-term care facilities that I visit….we are so grateful to have a resource like this at our fingertips.”
Marlies W., Goshen Home Health
Shades of Pink: How to Use Off-The-Shelf Marketing to Link Arms with Women at the
Beginning of their Breast Cancer Journey
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EW members change the world More Than 650 Post-Mastectomy Items Donated for Poverty-Stricken Breast Cancer Survivors
American author and speaker Margaret Mead said, “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”
For members of Essentially Women, that is exactly what transpired following a request to join a campaign to donate new or gently used breast prosthesis to low-income and uninsured breast cancer survivors living near the Arizona - Mexico border.
The philanthropic initiative was developed following an article that was featured in the Essential Advantage newsletter.
“We featured a story about Regional Center for Border Health [Center] and how its Well Woman HealthCheck Program is making an impact on providing much-needed services and resources to women in poverty-stricken and isolated areas near the U.S. - Mexico border,” said Christa Miehe, president of Essentially Women. “We were inspired by their dedication to advocacy for early detection and their tireless efforts to provide access to breast and cervical cancer screening.”
Although the Center’s focus is on education and early detection, the Women’s Health staff works to provide post-mastectomy products for women in need, a service that is becoming more
challenging as the amount of women in need greatly outnumber the resources that are available.
“Until a few years ago,” said Amanda Aguirre, president and CEO at the Center, “we would get breast prosthesis through the American Cancer Society. Because that support is no longer available, we don’t have a good supply to offer patients. On average, we are only able to donate approximately 30 breast prosthesis per year.”
Seeing this unfortunate gap in access to assistive products, Essentially Women used member emails to encourage nationwide participation. After a four-week campaign, and thanks to the generosity of EW members, more than 500 post-mastectomy bras, 138 breast prosthesis, 14 camis and 6 hats/turbans were collected and shipped to the Center.
“Donating these items to an organization like the Center was a perfect fit for our members. Some of them are breast cancer survivors so they understand the importance of having both emotional support and access to assistive products and resources after breast surgery,” added Miehe.
Aguirre accepted the donations on behalf of the organization.
“The women that RCBH serves are from low socio-economic background, so this type of support provides them with hope and encouragement that someone cares,” said Aguirre. “The donations and personal messages give them a sense of self-empowerment to move on with their lives after fighting breast cancer.”
Congratulations, EW members, for helping to change the world.
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Pencil us in!We know Focus: The EW Conference is a few months away, but we also know you have a busy schedule. Pencil these dates in now!
September 16-18 Minneapolis, Minn.
Focus gives you the opportunity to discover new products to help your clients, build relationships, and challenge yourself to do business differently.
Registration opens April 1Immerse yourself in the inner circle of Focus!
focus.essentiallywomen.com
