MEMBER SPOTLIGHT
Transcend Orthotics & Prosthetics
Culture of Caring Well-established facility focuses on pediatric orthotics and more
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OCTOBER 2021 | O&P ALMANAC
Myra Coleman, CO, works with a patient. without their brace while we work
FACILITY: on it,” she adds. “We set up the Transcend Orthotics vans outside therapists’ offices, & Prosthetics schools, or clinics, and patients can wait for modifications and
OWNERS: go home with their brace.” Bernie Veldman, CO, The mobile vans offer advanand Pam Veldman tages to the practice, as well. “In LOCATIONS: Indiana, Illinois, Texas, Michigan, Kentucky, Missouri, and Ohio HISTORY: 21 years
Adam Waugh, CPO, sees a patient.
a city the size of Indianapolis, for example, with our mobile labs, we don’t need five offices,” explains Bernie. “We can see patients at therapy clinics and hospitals, so we can cover a much larger area with fewer brick-and-mortar locations.” The company focuses on education as a primary marketing tool. “We are known for having excellent education and great rapport with our referral sources,” says Suzi Klimek, Dienen’s executive vice president of sales and marketing. “We provide CEU courses for our referral sources, mostly physical therapists, and offer lunch-and-learns in doctors’ offices and therapy gyms.” Because of Transcend’s focus on pediatric orthotics, physical therapists often serve as a key link to patients. Many of the facility’s
pediatric patients have mobility issues and are referred to therapists for improving gross motor skills. “Therapists who understand what we do can recommend us to doctors,” Klimek says. The Veldmans pride themselves on their commitment to their team as well as to their patients. In 2016, Dienen transitioned to a 100 percent employee stock ownership plan, or ESOP, which is a qualified retirement benefit that holds company stock. The move was unusual in any industry and particularly in O&P. “Everyone who is full time and has been with the company for more than a year receives shares of stock every year,” explains Bernie. “So the stock accumulates and grows in value, and when employees are ready to retire, the company is obligated to buy back their shares. It’s a great way to build a huge retirement without investing any money.” Another company benefit is an annual retreat, which brings together employees from every office for a week of training and celebration. “It’s an expensive investment,” Bernie says, “but it’s well worth it.” Looking ahead, the Veldmans want to grow their ESOP and expand their patient reach, while striving to achieve their “CULTURE,” an acronym that highlights compassionate care, unparalleled service, life-changing outcomes, tremendous team spirit, unrelenting drive, remarkable quality, and extreme innovation. “We want to take care of a ton of patients and see this operation continue to flourish,” Bernie says. “When we think of the lives we’ve helped on the patient side and through Surestep, it’s an amazing thing.” Deborah Conn is a contributing writer to O&P Almanac. Reach her at deborahconn@verizon.net.
PHOTOS: Transcend Orthotics & Prosthetics
Veldman, CO; his wife, Pam Veldman; and a technician opened Midwest Orthotic Services in Fort Wayne, Indiana. “It was Y2K, when people were worried that computers and infrastructure wouldn’t transition to a new century, so we were wondering if we’d even have electricity,” recalls Bernie. One of Midwest’s offerings was the Surestep supramalleolar orthosis, a device the company designed for children with hypotonia. In addition to fitting some of Midwest’s own patients with the orthosis, the facility made the device available to other practices. Over the years, Midwest expanded into several states and split Surestep off into a separate entity in 2008. The Veldmans formed a parent company, Dienen, under which both the patient-care and manufacturing sides operate. As the patient-care division continued to expand, it outgrew the term “Midwest,” and in 2019, the facility became Transcend Orthotics & Prosthetics. Pediatric orthotics remains the facility’s core business, but both orthotic and prosthetic services are offered. Today, Transcend O&P has 13 offices in seven states and offers mobile services as well. “We have 34 mobile labs that cover about a 90-minute radius around our offices,” says Pam. Each van contains a mini-lab in the back, with grinders, dust collectors, and all the equipment needed to modify devices. “The benefit is that patients don’t have to come into the office for multiple appointments and be
By DEBORAH CONN
