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Letter Editor from the

www.respiratorymgmt.com

Editor Elisha Bury (972) 687-6731

Orlando Magic!

Editorial Director Laurie Watanabe (714) 532-6235

fter 10 solid years, my sturdy floral suitcase finally gave out. It was on a trip to Atlanta for my second Medtrade show. The suitcase rolled down the conveyor belt at the airport with one wheel barely hanging on. On my return flight, a little duct tape managed to hold the wheel in place just long enough. I loved that suitcase, but practically, I needed a new one. So, I set out to explore the latest suitcase technology. My criteria were many. The suitcase had to be large enough to carry a week’s worth of clothes, manufacturer brochures, extra editorial calendars and business cards. Despite the load capacity, it had to be easy to maneuver and extremely lightweight. Plus, it had to turn heads in a crowd, specifically baggage claim. Today’s respiratory patients, armed with more education, have similarly long lists of demands when it comes to their home medical equipment. How wonderful and frustrating it must be for consumers who have more choices today than they did even five short years ago! Having had the opportunity to play with these gadgets at several tradeshows, I know that manufacturers are focused on giving patients what they want. Our Respiratory Guide to Medtrade on p. 16 showcases some of the new product innovations that will be on the show floor in Orlando. Check out lightweight portable and streamlined standard oxygen concentrators, smart business software and cutting-edge sleep technology that go a step beyond the products offered last year, with more clinical efficacy and improved usability. As manufacturers continuously zero in on what works in today’s reimbursement climate, providers are getting more of what they want, too — products that do more to improve business efficiency. (For more on funding, turn to p. 34.) The guide also helps providers and respiratory therapists attending the show improve on-floor efficiency, with a format that walks you through the exhibit hall. You’ll find products, manufacturer giveaways and demonstrations listed in order of booth number; classes geared toward respiratory, funding, accreditation and marketing strategies arranged by day; plus important information on the Continuum of Care conference, exhibit hall hours and nearby restaurants. In the end, after ransacking nearly seven stores, I chose a feather-light, pale pink suitcase equipped with inline wheels for easy rolling that best suited my individual needs. At Medtrade, you’ll have the opportunity to talk with industry experts and product managers that place the highest value on your respiratory clients’ unique needs. The more informed you are about the latest offerings, the more compliant your patients will be. It’s that commitment by providers and therapists to continued education and service that embodies the magic of our industry.

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See you at the show!

New Products Editor Sherleen Mahoney (972) 687-6784 Editorial Fax (972) 687-6770 Art Director Dudley Wakamatsu Publisher Karen Cavallo (760) 779-5595 Advertising Sales Manager Jill Martin (831) 625-6902 National Sales Manager Caroline Stover (323) 571-0815 Advertising Sales Manager Chris Ballard (760) 779-0917 Advertising Fax (972) 728-1824 Production Manager Julie Lombardi Production Coordinator Brian Gonzalez Group Circulation Manager Margaret Perry Circulation/Marketing Manager Irene Fincher

President & CEO Neal Vitale CFO Richard Vitale Executive Vice President Michael J. Valenti Managing Director Dick Blouin Managing Director Ellen Romanow VP, Financial Planning & Analysis William H. Burgin VP, Finance & Administration Christopher M. Coates VP, Audience Marketing & Web Operations Abraham M. Langer VP, Information Technology Erik A. Lindgren VP, Print & Online Production Mary Ann Paniccia Chairman of the Board Jeffrey S. Klein 5151 Beltline Road, Suite 1010 Dallas, TX 75254 (972) 687-6700 • Fax: (972) 687-6799 www.1105media.com REACHING THE STAFF Editors can be reached via e-mail, fax, telephone, or mail. A list of editors and contact information is at www.respiratorymanagement.com. Email: email is routed to individuals’ desktops. Please use the following form: firstnameinitial,[email protected]. Do not include a middle name or middle initials. Telephone: The switchboard is open weekdays 8:30 a.m. to 5:30 p.m. After 5:30 p.m. you will be directed to individual extensions.

Elisha Bury Editor [email protected]

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Respiratory Management

Dallas Office (972) 687-6700; Fax (972) 687-6799 Corporate Phone (818) 734-1520; Fax: (818) 734-1528

September/October 2007

www.respiratorymgmt.com