v
Contents
Foreword .......................................................................................... xi
Preface ............................................................................................ xiii
About the Author ........................................................................... xvii
1 Private Practice in Transition ......................................................1
Introduction .................................................................................................1
The Exciting New World of Medical Practice .....................................1
The Disruption of the Traditional Private Medical Practice in
America ................................................................................................2
Concierge Medicine ....................................................................................3
Direct Practice .............................................................................................5
Corporate Concierge Medicine ...................................................................6
The Patient- Centered Medical Home .........................................................8
Accreditation and Practice Management for the Private Medical
Practice of Tomorrow ...............................................................................10
NCQA Scoring Criteria for Patient- Centered Medical Homes ..........10
Standard 1: Access and Communication—9 Possible Points ...10
Standard 2: Patient Tracking and Registry Functions—
21 Possible Points ......................................................................11
Standard 3: Care Management—20 Possible Points .................11
Standard 4: Patient Self- Management Support6 Possible
Points ..........................................................................................11
Standard 5: Electronic Prescribing—8 Possible Points .............11
Standard 6: Test Tracking—13 Possible Points .........................12
Standard 7: Referral Tracking—4 Possible Points .....................12
Standard 8: Performance Reporting and Improvement—
15 Possible Points ......................................................................12
Standard 9: Advanced Electronic Communications—
4 Possible Points ........................................................................12
viContents
Welcome to the Disruptors’ World ....................................................14
Physician Entrepreneurship ...............................................................14
Building the Practice of Your Dreams .....................................................16
What Skills Will You Need? ......................................................................17
Marshalling the Courage and Skills to Transform Your Medical Practice ... 18
Reinventing Private Practice......................................................................19
Get Mobilized ............................................................................................28
Attributes of a Successful Concierge Physician ........................................29
2 Frequently Asked Questions ...................................................... 31
Evaluating the Advisors and Trends .........................................................32
Learn How to Evaluate and Hire Professional Advice ............................. 37
3 Turning Crisis into Opportunity ...............................................39
4 Determining If You Are Ready to Enter Concierge Medicine ....41
Financial Readiness ...................................................................................41
Strategic Readiness ....................................................................................42
Your Current Brand Reputation ................................................................43
Will You Be Converting an Existing Practice? .........................................44
Your Resources and Assets .......................................................................46
Exercise 1: Setting the Vision for Your New Practice ..............................47
Exercise 2: Determining Your Comfort with Business Ownership ......... 49
5 What Sets You Apart from Other Concierge Physicians?...........53
How to Describe Your New Business Model ..........................................54
Developing a Market Niche within Your Specialty .................................. 55
Exercise 1: Market Niche Data Collection ................................................56
Exercise 2: Choosing Your Market Niche .................................................58
Turning Your Chosen Market Niche into Something Marketable ............60
Building the Expertise in Your Market Niche ..........................................63
Building Additional Expertise ...........................................................65
Building Influence as a Medical Expert in Your Market Niche
Domain Area ............................................................................................. 67
Using Your Power and Influence ...................................................... 73
6 Clarifying Your Business Concept: Welcome to the Next
Chapter of Your Professional Life ..............................................77
Working with Consultants and Contractors to Get You Started ..............77
The Difference between a Concierge Medicine Product and Medical
Services ...................................................................................................... 79
A Consultant Should Never Assume What You Want ......................88
Contentsvii
Exercise 1: Goal Setting ............................................................................89
Exercise 2: Business Priorities ..................................................................90
Exercise 3: Motivating Factors ..................................................................91
Exercise 4: Articulating My Business Values ............................................92
Exercise 5: My Role Models—Who Do I Admire? ...................................93
Exercise 6: Identifying That Which Excites You about Your
Concierge Medicine Practice Idea ............................................................93
Exercise 7: Your Business Concept ..........................................................94
Exercise 8: Testing Market Preferences for Your Concierge
Amenities Package & Price Point .............................................................97
How to Gather Data without a Melee ..............................................97
What to Do after the Decision to Move Forward ............................98
Defining Your Strategic Position: What Business Are You In? Really? ....98
Review of Chapter6: Startup Considerations ........................................100
7 Creating Your Practice Identity ...............................................103
Creating Your Identity .............................................................................103
Your Identity Is Your Brand Image, Not Your Brand ............................103
Integrated Marketing Communications ..................................................105
Be Efcient and Run a Lean Shop .........................................................105
Finding Unbiased Guidance ...................................................................105
Accountability and Measurement of Marketing ROI .............................. 106
Web Analytics .........................................................................................106
Key Considerations for Choosing a Name ......................................107
Exercise 1: Business Naming Exercise ...................................................108
Protecting Your Trademarks and Service Marks .................................... 109
Exercise 2: Developing Your Creative Brief ........................................... 110
8 Getting Organized ...................................................................113
Setting Up Physical and Digital Files ...................................................... 114
Set Up Digital Utilities ............................................................................. 115
Set Up Survey Monkey (for CAHPS Surveys) ......................................... 115
9 Business Intelligence for the Concierge Medical Practice ....... 117
Exercise 1: Analysis of Competitors ....................................................... 117
Public Relations ....................................................................................... 121
The Importance of Community ..............................................................121
The Importance of Associations and Societies ...................................... 121
Exercise 2: Community Events and Speaking and Public Relations
Opportunities ..........................................................................................122
viiiContents
10 Startup Red Tape .....................................................................125
Legal Counsel .......................................................................................... 125
Exercise 1: Medical Practice Startup Red Tape ......................................127
11 Team Building .........................................................................129
Human Resources Loose Ends ...............................................................129
12 Operations and Practice Management .....................................133
Practice Administration versus Practice Management ...........................133
Finding a Location for Your Concierge Medical Practice ......................135
Deciding on the Attributes of Your New Concierge Medical Practice
Location ...................................................................................................136
Contemporary Advancements and Evidence- Based Design ..................140
Radiology ......................................................................................... 143
Laboratory ........................................................................................144
Pharmacy/ Dispensary .....................................................................144
Natural Disasters..............................................................................144
Floors ............................................................................................... 145
Ceilings ............................................................................................ 145
Interior Doors .................................................................................. 145
Door Swings ....................................................................................146
Safety Glazing ..................................................................................146
Stairways ..........................................................................................146
Wall Protection at Drinking Fountains and Lavatories .................. 147
Medical Waste .................................................................................. 147
General Waste ................................................................................. 147
Recycling .......................................................................................... 147
Soiled Linen ..................................................................................... 147
Medical Records ..............................................................................148
Space Rental Considerations ...........................................................148
13 Designing the Layout of Your New Concierge Practice ........... 153
Exercise 1: Practice Layout Consideration .............................................. 158
Exercise 2: Floor Plan Layout .................................................................160
Exercise 3: Designing Your Operations Processes and Evaluating
Your Costs ............................................................................................... 161
14 Planning the Move to Your New Concierge Medical Practice
Location ...................................................................................163
Should You Purchase or Lease? ..............................................................164
Exercise 1: Warranties and Service Contracts to Manage ...................... 168

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