FiNiFox asks
Anna Lichtmann, Head of Individual at VitalCentrum Hodey, talks about attitude, responsibility and the future of providing aids for children.
"Only if everyone pulls together
we can find the best solution
for the child."
1. who are you?
Please introduce yourself briefly:
Who are you - and how did you get into the medical supply industry?
Hi, I'm Anna and I'm head of the Individual division at HODEY. That means: I'm responsible for orthopaedic technology, special construction, prosthetics, shoe technology and our physiotherapy. Our Hodey Kids brand - orthopaedic technology for children - is particularly close to my heart. I've been with HODEY since March 2024 - almost two years now.
To be honest, I came into the medical supply industry as a complete career changer. After completing my Master's degree in industrial engineering, I worked for twelve years in the food industry as a manager. At some point, I wanted to do something completely different - something where I could help people directly and make a difference. At the medical supply store, I immediately see the results of my work - and I get the gratitude back directly from our customers. That really fascinated me.
What was it about working with children and their families that particularly appealed to you?
The successes that I have been able to witness during the treatments. And I'm always impressed by how much empathy and joy my team brings to the job. It's really fun to experience that. We build up a personal relationship with many families - and everyone in the team is very passionate about their work. This dedication and the positive feedback from the families motivate us anew every day.
Was there an encounter that changed your view of this work?
Not a single encounter, but a realization that really moved me: I had no idea beforehand how difficult it is for many families to get the aids they urgently need for their children. The bureaucratic effort is enormous and I can see how much the families suffer as a result. Some procedures drag on for months and children have to wait far too long for their aids. That makes me really sad. Something urgently needs to change here.
2. everyday work & motivation
What does a typical day at the medical supply store look like for you?
Very different - and that's what makes the job so exciting. No two days are the same. Of course, we mainly deal with fittings, but strategic issues and innovations are also high on our agenda. We also work on optimizing our processes every day. This keeps us on our toes and ensures that we never get bored.
What do you enjoy most about your work?
Working on solutions and new ideas together as a team. I love it when we improve our internal processes - and then actually see that things are running better. But the best thing is to recognize the meaning behind the work: the teamwork and, in the end, the happy children and families. That gives me the feeling that I'm doing something really important.
What is particularly challenging on a day-to-day basis?
Clearly the bureaucracy associated with the funding bodies. The approval processes are often lengthy and complicated. This is not only a burden for us, but especially for the families. And then there's the shortage of skilled staff - it's becoming increasingly difficult to find qualified employees who are as passionate about their work as we are.
Is there a situation that has stayed with you to this day?
As I haven't been working in the medical supply industry for that long, I don't currently have a story that has stayed with me for years. But every fitting where I see a child suddenly gain new opportunities thanks to an aid leaves a lasting impression on me.
3. behind the scenes of care
How do you provide medical aids?
We have a clear process that we all adhere to - and the best thing is that we do everything digitally. We do completely without paper. Our fittings always start with a detailed consultation and getting to know the family. We then take a thorough medical history and advise the family holistically. We often work closely with social pediatric centers, schools, therapists and facilities so that the treating doctors and therapists are also on site. We then select the appropriate aids together. If necessary, we carry out trials or manufacture the aids individually in our workshop. In between, there are always test phases so that we can really order or manufacture the right aid for the child. Of course, all of this only happens once we have received approval from the health insurance companies.
What is particularly important to you personally?
Good cooperation with everyone involved - the family, the doctors and the therapists. And that the child's care always takes center stage. Only if everyone pulls together can we find the best solution for the child.
Where in the process do you need a lot of patience?
Definitely the approval process. This is often the point where everything comes to a standstill. We've done our homework, the consultation has been completed, the aids have been selected - and then it's all about waiting. Waiting for the health insurance company, for queries, for approvals. This requires a lot of patience from everyone involved.
Is there something that parents often don't know?
Yes, many parents are not aware of the whole process of providing aids. They often don't understand why everything takes so long and what steps are necessary. That's why we've now ordered a great brochure about RehaKind, which lists everything in detail for parents. We will be giving this out to families in future so that they can better understand what happens in the background.
What role does teamwork play for you?
The team is the most important thing for us. Our team works like a cogwheel - and without a single team member, the entire process chain would not work. Everyone has their role, and we can only really help the families if everyone works together.
Briefly asked:
Office or field service?
Office!
Structure or flexibility?
Structure!
Telephone or personal conversation?
Personal conversation!
4. team & philosophy
What makes your team special?
We have a very strong team spirit and work passionately on our topics. We laugh a lot together, and yes, sometimes there are tears - but in the end we all support each other and stand up for each other. This cohesion makes us strong.
How would you describe your attitude?
Always acting in the interests of the child - with a very clear mission: to make life easier! That's what drives us, and we base every decision on it.
What does a good team need to provide really good support for families?
Quite clearly: empathy and a deep understanding of the processes and the different types of care. You have to be able to empathize with the family's situation - and at the same time be a top professional. That's the only way to really help.
What do you sometimes laugh about in the team?
We don't take ourselves too seriously and can also laugh at ourselves - that loosens up everyday life and brings us closer together.
5. personal view
Is there a tool that has stuck in your mind in particular?
Yes, there is a story that really touched me: A two-year-old boy who was born without a hand really wanted to ride a balance bike. We built him a prosthetic hand with a special adapter so that he could hold the wheel. It was wonderful to see how the little boy got on the balance bike and was so happy. Moments like that show me why we do this work.
Do you remember a piece of care that meant a lot to a family?
For parents, every piece of equipment that makes a child's life easier is very important. Every aid that gives a child more independence or mobility is a huge step for the family. That's why we take every fitting seriously and always do our best.
What does your work mean to you personally?
Making people's lives easier and seeing success - that means an incredible amount to me. I see the meaning in my work - and that's one of the most important things for me.
6. outlook & message
How do you see the future of medical aids for children?
I very much hope that something will change in our industry and that bureaucracy will be significantly reduced. Families need faster and less complicated processes. If we manage to remove the hurdles, we can help many more children.
What changes would you like to see in the sector?
Clearly: simpler processes, less bureaucracy, faster approvals and less paper. Digitalization is an important step, but we also need to modernize the structures at the funding agencies. Children shouldn't have to wait months for their aids.
What do you think is going well - and what not so well?
There are many innovations and constant new developments on the market - that's great for children. Technology is developing rapidly and we now have options that were unthinkable just a few years ago. What's not going so well is the bureaucracy and the approval process.
If you could give something to parents of children with disabilities: What would that be?
Patience and perseverance. Don't give up, even if it is sometimes frustrating. You are not alone - we are by your side and will fight with you for the best possible care for your children.
Thank you very much, dear Anna,
for the open conversation and
your honest insights into your work,
attitude and your daily motivation
for the provision of medical aids.
🧡