Not playing around

FRANKLIN, Tenn. - PlayMaker CRM is trying to stake a claim for itself in the HME market by offering a system tailored to the provider-referral source relationship.

“We're not about closing deals like a typical CRM system, we're about managing relationships, and the referrals and workflows from those relationships,” said John Griscavage, CEO, who ran an HME company himself from 2003-06.

PlayMaker CRM has its roots in serving the home health and hospice markets. The company received a control investment from Mainsail Partners, a San Francisco-based private equity firm, last year, giving it the resources to extend its reach into other post-acute care markets.

The tailored focus of PlayMaker CRM's system—along with advanced features like mobile access—is a big reason why The VGM Group partnered with the company in June, giving PlayMaker CRM its seal of approval and access to its provider members.

“Most CRMs are built for business to business,” said Clint Geffert, president of VGM & Associates. “They've never really taken a look at the HME space.”

Griscavage says while CMR systems are standard business tools in other markets—they help companies to manage accounts, contacts, events and expenses—the healthcare market has been a late adopter.

“Our goal is to be the gold standard in post-acute care and to have significant market share across all the different verticals and do that before the horizontal providers say they want this business,” he said.

Geffert says no HME company can afford not to have such a system in place.

“Not many do, so we're trying to lead the way with this partnership,” he said. “With reimbursement decreases, it allows them to keep the same number of sales reps, but be more efficient and effective.”

Griscavage agrees.

“You have to have a sales effort in HME,” he said. “You have to have people going out and nurturing relationships in the field. If you're not growing, you're dying.”