current Pedor thics T he Offic i a l P u b l i c a t i o n o f t h e P e d ort hi c Foot care A ssoci at i on DIFFERENTIAL DIAGNOSIS OF HEEL PAIN PAGE 14 ALTERNATIVE BUSINESS MODELS: BEYOND THE BRICK & MORTAR STORE/OFFICE FRONT PAGE 30 THINKING BEYOND MEDICARE: EXPANDING YOUR BUSINESS AND PATIENT ACCESS BY ACCEPTING PRIVATE INSURANCE PAGE 42 PEDORTHICS IN RETAIL: WINNING STRATEGIES AND PHILOSOPHY TO GAIN A COMPETITIVE ADVANTAGE AND HIGHER MARGINS PAGE 48 Vol. 45, Issue 2 | March/April 2013 | www.pedorthics.org American Board for Certification in Orthotics, Prosthetics & Pedorthics, Inc. I chose ABC for my facility accreditation because — 330 John Carlyle St. Suite 210 Alexandria, VA 22314 Tel: (703) 836-7114 Fax: (703) 836-0838 abcop.org I want to provide my patients with the best care possible. I want to have the reputation in my community of maintaining the highest standards I want my practice to be a success. ABC is the gold standards for facility accreditation. I don’t want anything less, why should you? SCAN THE CODE TO learn more about ABC facility accreditation Change the way you do business, with a simple touch of our screen! The “Your Feet” app educates your customer about their feet in a fun, informative way. Through the “Email” app, your customer can immediately receive their foot scan and share it with their friends and family. Introducing iStep Version 8.4 ® The only foot scanning software featuring revolutionary Cloud based technology. Interact with your customers, anywhere, anytime! For more information visit www.aetrex.com current Pedorthics Executive Committee PRESIDENT Joseph “Jay” Zaffater, C. Ped. BOC Pedorthist VICE PRESIDENT Rob Sobel, C. Ped TREASURER Dean Mason, C. Ped., OST, CO SECRETARY Chris Costantini, C. Ped. DIRECTORS Matt D. Almeida, C.Ped.; Tamara A. Daulton, C.Ped.; Jeremy A. Long, BOC Pedorthist; Benjamin Nebroski, C. Ped.; Casper Ozinga, BA, C. Ped., C.Ped (AU); Althea Powell, C.Ped., OST; Stuart L. Pressman, C.Ped., CO; John Shero, C. Ped., CPA, COF ; and David Sparks, C. Ped. VENDOR/MANUFACTURER LIAISON Andrew B. Simonds MEDICAL ADVISOR James B. McGuire, DPM, C.Ped., PT Editorial Staff VOLUNTEER EXECUTIVE EDITOR Rob Sobel, C. Ped. EDITOR Margaret Hren ART DIRECTOR Teresa Gutsick DESIGN/PRODUCTION Derek Heilmann PRINTER Balmar Inc. Advertising & Sales Staff CURRENT PEDORTHICS Margaret Hren C MEMBERSHIP Brian K. Lagana M Headquarters Staff EXECUTIVE DIRECTOR Brian K. Lagana MEMBERSHIP SERVICES Brian K. Lagana MY CONTINUING EDUCATION Brian K. Lagana CY MEETINGS AND CONVENTIONS MANAGER Rebecca Fazarri, CMP CMY MARKETING AND COMMUNICATIONS MANAGER Margaret Hren K ADVERTISING SALES AND FULFILLMENT MANAGEMENT Margaret Hren EXHIBIT AND SPONSORSHIP SALES MANAGER John Woodstock GOVERNMENT RELATIONS DIRECTOR William H. Applegate, Bryan Cave, LLC LEGAL COUNSEL Allan J. Weiner, Kelley Drye & Warren, LLP Publications Committee CHAIR Rob Sobel, C.Ped. MEMBERS Tamara A. Daulton, C.Ped.; Dean Mason, C.Ped., OST, CO; Ben Nebroski, C. Ped.; Jay Zafatter, C.Ped., BOC Pedorthist; Rachel Eisenfeld, C. Ped., Kevin Yager, C. Ped., Von Homer, C. Ped. Current Pedorthics (ISSN 1552-8111) is published bimonthly by the Pedorthic Footcare Association (PFA), 8400 Westpark Dr., 2nd Floor, McLean, VA 22102. Telephone: (703) 610-9035 Fax: (703) 995-4456, Website: www.pedorthics.org, Email: info@pedorthics.org. Copyright© 2013, PFA. All rights reserved. No part of this publication may be reproduced in any manner without written permission. Letters to the Editor and other unsolicited material are assumed intended for publication and are subject to editing. Articles in Current Pedorthics do not necessarily reflect the opinion of PFA, its board of directors or its employees. Authors are responsible for the validity of their content and credentials. Current Pedorthics’ use of trademarked names is done in an editorial fashion intended to benefit the trademark owner, with no intention of trademark infringement. The annual subscription fee is included in PFA members’ dues. Subscriptions are available for $65 per year in the United States ($95 outside U.S.). Back copies, if available, may be purchased for $10 U.S. If you have any questions regarding display advertising or classified ads, please contact Margaret Hren at (703) 610-9035 or email CPAdvertising@pedorthics.org. Please send all product and industry-related press releases to Editorial@pedorthics.org. 2 Y CM Pedorthic Footcare Association www.pedorthics.org New Shoe Styles from The Ethan Shoe PDAC Reviewed A5500 Ethan is a lightweight sport casual. The upper is soft full grain leather with a slightly tumbled finish and pigskin collar lining. A dual-density removable footbed adds support and comfort. This style has a slip-resistant outsole. Men’s US Sizes: 7-12, 13, 14 Widths: M, W, XW Full Page Ad The Zoey Shoe Zoey is a lightweight, strappy leather shoe that has two straps that are adjustable with hook and loop fastening. It looks like a sandal but supports like a shoe. It’s still extra-depth, just like our other new styles. Women’s US Sizes: 5-11½ Widths: M, W, XW PDAC Reviewed A5500 Many other new styles are now available from ACOR. Contact your ACOR representative for information. www.acor.com customshoe@acor.com 800-237-2267 (option 2) Scan this barcode with your smartphone QR reader or visit: www.acor.com/downloads.htm to download our latest catalogs Look for us: You Tube #1 Comfort Insole #96 Women’s S, M, L #247 Men’s S, M, L 8 Reasons Why: 1. Thin, 1/16” Ball-of-Foot Extension protects the metatarsal heads from abrasive shearing action of step shock. 2. Dancer Pad Scallop lifts, protects and cushions metatarsal heads. 3. Metatarsal Arch Lift relieves forefoot pressure at toe off. 4. Heel Rim Bands absorb and dissipate the SHOCK and SHEAR FORCES of heel strike. 5. Cup relieves pressure at painful heel and heel spur areas. 6. Soft, gentle, Scaphoid Support for the medial arch. 7. The Plantar Fasciitis Slot relieves pressure on the band of fibrous tissue radiating toward the base of the toes. A Riecken’s exclusive! 8. Lateral Stabilizer, the thin flange at the cuboid area, aids balance and support. View our Ecatalog at www.FootComfortWorld.net Call (800) 331-8040, ext 100, to order PQ Gel Foot-Comfort Solutions. ® Riecken’s Orthotic Laboratories (812)476-8006 • ricknorlab@aol.com 5115 Oak Grove Road, Evansville, IN 47715 PQ Gel Foot-Comfort Solutions are also available from Cascade, G&W Heel Lifts, PEL, P.W. Minor, R&B Medical, Ruby Leather, Verne Bintz and Warwick Enterprises.