EW keeps it fresh

TAMPA, Fla. - Organizers of this year's Focus Conference want attendees to come away from the annual event feeling “refreshed and recharged,” they say.

“Especially at the beginning of the year like this, they are looking for ways to grow their business in the new year,” said Nikki Jensen, vice president of Essentially Women, a division of VGM. “They can refresh and re-charge their batteries and (take home) what they learned.”

This year's event takes place Feb. 8-10 at the Hilton Tampa Downtown and, for the first time, is open to all VGM members. It features the usual mix of networking events (sunset cruise!) and educational sessions on hot topics (CBD 101).

Keynote speaker Regina Hampton, a breast surgeon and founder of Cherry Blossom Intimates, kicks the event off to offer the referral source's point of view, says Jensen.

“Referral sources don't always know what you think they know,” she said. “She'll highlight what they actually know about mastectomy fitting.”

Other sessions will help attendees—most of whom operate small boutique operations—with the perennial challenges of dealing with payers and reimbursement, says Jensen.

“Our membership always has questions on billing and reimbursement,” she said. “Then, there's the challenge of operating a small business under the constraints of following the guidelines, and knowing you are not going to get paid right away.”

One way to keep money coming in the door is with new retail items, says Jensen. In addition to a retail workshop, the exhibit hall will feature more than two dozen exhibitors, including new offerings for the growing mom-and-baby market.

“It's a great niche,” she said. “The boutique that specializes in lingerie can just as easily have nursing bras.”