Thinking Beyond Competition

  On behalf of Caroline Fife and myself and the other Founding Editorial Board members of TWC, I want to offer a warm and excited welcome to our new members (visit www.todayswoundclinic.com/meet-the-editors for more information). The early dialogue, excited email exchanges, and new technology that Jim Calder, our tireless, motivating and exquisitely creative Managing Editor has instituted for us has taken Today’s Wound Clinic to a whole new level.   Our increasing readership, support from advertisers, and belief on the part of HMP Communications of the importance of TWC as a tool for clinicians and managers in wound clinics in the U.S. has propelled us to the place where we are now. We look forward to not only increasing to 6 regular issues plus 2 special issues this year, but also to an extraordinary expansion in the articles that are not only timely, but relevant to this extraordinary practice specialty within wound healing. If you are reading your first issue of TWC, I encourage you to subscribe today. Moving forward our back issues will be password protected accessible by paid subscribers to the journal online. In addition to the eight issues subscribers will receive in print we offer our content online, a new blog author program, exclusive online articles, Q&A’s, and more.   The vision statement for my hospital, Osceola Regional Medical Center in Kissimmee, Florida, includes the phrase ‘to provide quality, cost-effective healthcare to the community that we serve’. While it can sound so easy and almost cliché to say, I work in an environment where our “C” level (CEO, CFO, COO and most specifically, CNO) not only demand it of all of us on a daily basis but practice what they preach and exemplify the concept. Changing that phrase to read ‘to provide quality, cost-effective wound care to the community that we serve’ captures the essence of what outpatient wound clinics strive towards every day.   As the statement directs, this issue of Today’s Wound Clinic has an emphasis on marketing to the communities that we serve. It provides insights and ideas related to marketing to our peers, focusing on specific wound types, ideas for using the Web, marketing specific compelling events that we may be involved in, as well as marketing and speaking to specific groups, especially specific cultural or ethnic groups in our communities.   The numbers of new wound clinics opening seems to be ever growing. While one might see this as ‘competition’ when a new clinic opens up in our community, we must keep in mind that any advertisement or increase in the awareness of outpatient wound care as a specialty only helps raise awareness in general. Competition with each other—while natural—in my way of thinking is a minor challenge. The real competition is the patient being treated in the community without the benefit of a specialist, or being prevented from seeking the specialized care that we provide because of managed care groups that convince patients to change their insurance with the promise of enhanced coverage then deny them the ability to seek or continue treatment at a wound clinic. However, the worst-case scenario is the patient living with a wound that they believe is just part of their life because they are unaware of resources available for help and treatment.   So as we read this informative and important issue, we must be mindful of the universal ‘vision statement’ that we are all here to provide wound care to the communities that we serve. Taking advantage of community resources that we can tap into such as public service slots on local TV, community lectures, articles in senior newsletters, and health fairs can help us to educate those who dwell in our communities. It is important to teach them that there is not only help but also hope for healing chronic wounds affecting them or their friends and loved ones.   Please let us hear from you. Visit TodaysWoundClinic.com and tell us what you think, questions and ideas that you have, and how we can use the collective talents on our Editorial Board to bring you the information that you need to enhance your practice.   My best to all for a happy, safe and yes, prosperous New Year! –Dot Weir, RN, CWON, CWS, FACCWS