Kentucky derby: Genesis expands its reach

NEW BOSTON, Ohio - There's something about Kentucky for the Ohio-based Genesis Oxygen and Home Medical Equipment.

In April, the provider acquired Wright Care Home Medical in South Shore, Ky., just across the river from its New Boston, Ohio, headquarters. It's the fourth acquisition in Kentucky in recent years for Genesis.

“They're not real big but they fit right in with us,” said Jamie Blair, vice president for Genesis. “We're off and running.”

Genesis retained Wright Care's employees but will likely change the company name. Wright Care offered a full line of HME and serviced about 100 patients, said Blair.

Genesis actually tried to buy Wright Care several years ago, but it wasn't until Round 2 of competitive bidding hit that Wright Care was ready to sell, he said.

“They decided it wasn't worth the hassle so they got out,” said Blair.

The 35-year-old Genesis now offers a full line of home medical equipment through 10 locations in Ohio and Kentucky.

While competitive bidding is obviously a concern—the provider submitted bids in Round 2—Genesis is always looking for ways to grow, said Blair. Its next step this summer: Open two new locations in underserved communities featuring mastectomy products. Genesis first got into mastectomy last year, when it acquired a women's health boutique.

“It's not a big moneymaker but there's a need in these new markets and we hope to get our foot in the door with mastectomy products,” said Blair, who says the provider would like to eventually add other product lines to those locations.

Genesis is also considering offering ostomy products, something it used to do but got out of due to low reimbursement. Again, there's a need, said Blair.

“Everything can't be about the money,” he said. “We love taking care of our patients, and if we can break even or make a little money, we're fine with that.”