Inside - The Memphis Medical Society

Transcription

Inside - The Memphis Medical Society
MMS Bulletin Cover Summer15 6/2/15 9:19 PM Page 1
Volume 18, Number 2
Summer 2015
Inside:
Minimally Invasive
Thoracic Surgery
Profile of a Physician –
Patrick C. Toy, M.D.
MMS Bulletin Cover Summer15 6/2/15 9:19 PM Page 2
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contents
Volume 18, Number 2
The mission of the
Society is to unite
the physicians of
Memphis & Shelby
County into an
organization to
promote the highest
quality of medical
practice and the
health of our citizens.
Summer 2015
Features
8 Minimally Invasive Thoracic Surgery:
Improving Patients Outcome through Innovation
12 Profile of a Physician – Patrick C. Toy, M.D.
In Every Issue
3 Editorial
4 From the President
23 Calendar
24 New Members
Back Page
on the cover:
28 Baptist Women’s only Breast Center in Memphis to offer ABUS
Patrick C. Toy, M.D.
Cover photo by Greg Campbell
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2015 Board of Directors
O. Lee Berkenstock, M.D.
President
Tommy J. Campbell, M.D.
President-elect
Phillip R. Langsdon, M.D.
Vice-President
Autry J. Parker, M.D.
Secretary
Thomas J. O’Donnell, M.D.
Treasurer
Nancy A. Chase, M.D.
Frederick A. Fiedler, M.D.
Danielle Hinton Hassel, M.D.
Jeffrey E. Kerlan, M.D.
Justin Monroe, M.D.
Sri I. Naidu, M.D.
Basil M. Paulus, M.D.
Jon P. Ver Halen, M.D.
Andrew T. Watson, M.D.
Immediate Past President:
Gary W. Kimzey, M.D.
Ex-Officio Board Members:
Lanetta Anderson, M.D.
President - Bluff City Medical Society
Jennie N. Robbins
President - Mid-South MGMA
The Memphis Medical Society
1067 Cresthaven Road, Memphis, TN 38119-3833
(901) 761-0200 • FAX (901) 761-2944
www.mdmemphis.org
Executive Vice President
Michael Cates, CAE
Executive Assistant
Janice Cooper
Communications & Membership Director
Victor J. Carrozza
Finance Director
Leah S. Lumm
Business Services Division:
Senior Staffing Coordinator
Freda Reed
Accounting Coordinator
Paula Lipford
Photography Credits
Greg Campbell - cover photo
Victor J. Carrozza
Editorial
Thomas C. Gettelfinger, M.D.
Graphic Design
Liz Petzak
Summer 2015
Editorial
Thomas C. Gettelfinger, M.D.
Catching Up
There are second acts
I had lunch the other day with Dwight Clark, Memphis
cardiologist, to catch up with his current activities.
He now lives in China 11 months of the year, Beijing to be
exact, rents a one bedroom apartment for $3,700 a month and
comes back home periodically, among other things, to take his
grandchildren to the movies.
Some of you may remember Dwight from his omnipresence at
Methodist Hospital where he performed over 30,000 heart caths.
Raised in a small town in Tennessee, he graduated from UT Medical
School in 1964 or so, finished a cardiology fellowship at Emory and,
after a teaching stint there, came back to Memphis in 1974 as the
first fellowship trained cardiologist in private practice. Dwight retired
in 2002 from his group, Cardiovascular Specialists, which had grown
to 15 cardiologists, though it no longer exists as such.
Always entrepreneurial, once active in hosting political
candidates at his showplace home on Shady Grove, a seemingly astute
if unconventional investor, he decided to go to Shanghai in 2003 for
reasons I could not easily discern, except that is where he saw the
future. Dwight partnered with Memphis investor Bill Wells and
Methodist Hospital, and US-Sino HeartCare (us-sinoheartcare.com)
was born. Convinced that treatment of established heart disease in
the American model would be hopelessly overwhelmed by sheer
numbers, the goal of SinoHeart is prevention. Prominent Chinese
cardiologist Hu Dayi, president of the Chinese Society of Cardiology,
is an important part of his company. Dwight works on a salary and
actually sees the patients, often wealthy or from the art community.
His thinking on prevention has changed over the years. Exercise and
diet, however desirable, are usually not enough to lower the LDL
cholesterol level to the ideal numbers of 70 mg/dl for patients with
moderate risk and below 40 mg/dl for patients with severe risk, or
those patients that may have had a prior cardiology event.
SinoHeart now has a strategic corporate partnership with iKang
Company (kang listed on the Nasdaq exchange) the largest provider
of private outpatient health care in China. So, Dwight is in a spot to
favorably influence prevention of heart disease in the world's largest
country by population and soon to be, largest economy.
So, F. Scott Fitzgerald was wrong: there are second acts in
American life. Dwight, once retired, works on, and at 80 says he
will do so until he gets old.
Lunch was good and catching up, more so.
And even if diet is not the most important factor, it was
heart healthy.
Except for the toasted ravioli with meat sauce.
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President’s Message
O. Lee Berkenstock, M.D.
Advocacy on behalf of our members
The Tennessee Medical Association (TMA) advocates
daily on behalf of all physicians in our state. The efforts of
both the TMA and the MMS are evidenced in such areas as
legal and insurance assistance, as well as educational
opportunities and other practice management guidance.
However, nowhere is your membership dollars more present
than the legislative representation the TMA Government
Affairs staff provides in the Tennessee General Assembly.
Each year, hundreds of bills are filed that could affect the
medical profession and the business of medicine. During
the recent session, the TMA took positions on numerous
legislative initiatives that were introduced. The top
legislative priorities that the TMA supported during the
2015 session included four important bills:
The Addiction Treatment Act of 2015 (SB0871/HB1036)
provided Good Samaritan protections for an individual who
is having a drug overdose or in good faith seeks medical
assistance for a person experiencing or believed to be
experiencing a drug overdose. This proposed legislation
would repeal a section of the code that allows an insurer to
prohibit payment to a provider if the patient seeks treatment
and it is determined he or she is under the influence of
alcohol or illegal drugs. The bill was heard and passed by
both chambers of the legislature. It has been sent to the
governor for his signature.
A credentialing bill (SB0284/HB0440) was introduced
that would streamline the credentialing process for providers.
Additionally, this legislation would require payment for
medical services rendered by a physician who has a
credentialing application pending with an insurance
company / payer. Payment would be at in-network rates for
contracts already in place between a medical group and the
payer. The bill was heard and passed both chambers of the
legislature. It has been sent to the governor for his signature.
The TMA’s patient steerage bill (SB0358/HB0867)
would require that an ordering physician has a right to
designate a preferred provider for imaging or other medical
services. If an insurer steers a patient toward a different
provider for the services, then the patient has a right to be
notified that the ordering physician has a preferred provider
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and, if he chooses, may discuss his options with the doctor
prior to making a decision. The bill was heard and passed
both the House and Senate and was sent to the governor for
his signature.
The Healthcare Provider Stability Act (SB0937/HB0936),
also known as payer accountability was reintroduced. This
legislation would hold payers to contract terms as it relates
to fee schedules until either the renewal date or the ending
date of the contract. This bill provides predictability for
physician practices by keeping reimbursement rates
consistent. It limits the companies’ ability to arbitrarily
change reimbursement in the middle of the contract. The
bill is being held in the Senate Finance committee and the
House Finance subcommittee.
Our 2015 legislative successes should not be taken for
granted. Each of these proposed bills is the culmination of
countless hours of research and preparation by the TMA
legal and government affairs staff working with the
legislative committee to introduce meaningful legislation
that enables physicians to better practice medicine. The
Tennessee legislature will reconvene on January 12, 2016.
The summer and fall will be spent crafting new legislative
priorities and making changes to pending ones, both in
hopes of achieving favorable outcomes.
Lastly, I am pleased to announce that in the upcoming
year, Shelby County will be well represented at both the state
and national levels. Keith Anderson is the new TMA
president-elect. Jim Ensor is newly elected to the TMA
Board of Trustees. Additionally, Lee Morisy, Wiley
Robinson and I have been elected to serve as members of the
AMA Delegation on behalf of Tennessee. We will go to
Chicago in June for the AMA’s annual meeting. I will ask
both Lee and Wiley to mentor me as we discuss numerous
topics, including SGR, pay-for-performance and fee-forservice. Also, the TMA Board retreat will be July 10 – 12.
Jim has asked for any specific topics that our members
would like to be considered at the meeting. If you have
suggestions, please contact either Jim or me. Thank you for
allowing me to serve as president of our Medical Society.
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UTHSC – College of Medicine – Memphis Holds Match Day
Justin Hunter, M4 shows off his match in general surgery to the
University of South Alabama Hospitals
M4 students celebrate their match
The University of Tennessee Health Science Center –
College of Medicine held its annual Match Day on Friday,
March 20. Approximately 147 (out of 165 total) fourth year
medical students and their families gathered at the Pink
Palace and waited for the letters that would tell them where
they will go next for their residencies. The M4 students
joined their peers from across the country in simultaneously
opening the envelopes that revealed their respective match
locations. Of the 147 students participating in the match, 55
percent went into primary care (Family Medicine, Internal
Medicine, Pediatrics and OB-GYN), 44 percent are staying
in Tennessee, and 29 percent matched for residency and are
remaining in the UT – Memphis / Jackson, TN program.
Photos courtesy of UTHSC – Thurman Hobson
Saint Francis Hospital – Memphis
receives 7th Consecutive “A” in Patient
Safety from The Leapfrog Group
For the seventh time, Saint Francis Hospital – Memphis
received the top grade from one of the nation’s leading
patient safety advocacy organizations. The hospital received
an “A” in The Leapfrog Group’s spring 2015 Hospital Safety
Score. The Leapfrog Hospital Safety Score rating system is
designed to give consumers information they can use to
make the best healthcare decisions for themselves or a loved
one. “We are proud of our recent “A” Hospital Safety Score,”
said David Archer, President and CEO. “This is our seventh
consecutive “A” and it reflects our consistent hard work and
dedication to providing safe, quality healthcare to our
patients. We are committed to continually monitoring and
improving the care we provide.”
Fourth year College of Medicine students gather with their families at
the Pink Palace to find out their residency match locations
Summer 2015
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Methodist University Hospital is First in Tennessee to Implant
Non-Surgical, Leadless Cardiac Pacemaker
James Porterfield, M.D., F.A.C.C., F.H.R.S
E.P. Lab Director, Methodist University Hospital
Electrophysiologist, Arrhythmia Consultants PC
Professor of Medicine, University of Tennessee Health Science Center
Linda Porterfield, PhD, F.H.R.S.
Adjunct Professor of Medicine at the
University of Tennessee Health Science Center
Methodist University Hospital (MUH) is the first
facility in Tennessee to implant the Nanostim™ leadless
pacemaker, the world’s first retrievable, non-surgical pacing
technology, as part of the LEADLESS II Clinical Trial. This
clinical trial is helping us bring ground breaking technology
to Mid-South residents.
What makes this technology so exciting is the fact that it
is placed directly in the heart without the need for a surgical
pocket and insulated wires or leads. The Nanostim is
specifically for patients with bradycardia – a heart rate that is
too slow. When it detects the heartbeat is too slow it sends
electrical pulses to the heart to correct the heartbeat.
The LEADLESS II pivotal trial, a prospective, nonrandomized, multi-center, international clinical study
designed to
evaluate the
safety and
effectiveness of
the Nanostim
leadless
pacemaker in
patients
indicated for
the device in
the United
States. The
study is
expected
to enroll
approximately 667 patients at 56 sites. MUH is the
only cardiac research site in Tennessee that has this
invaluable protocol.
The Nanostim revolutionizes how we can treat certain
heart rhythm disorders in which the heart beats too slowly.
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This implantable device
offers patients
a less-invasive
procedure
that reduces
complications
such as devicerelated infection of the surgical pocket and lead failure.
Implanted via the femoral vein with a steerable catheter,
the Nanostim leadless pacemaker offers a less-invasive
approach compared to
traditional pacemaker
procedures that require
more extensive surgery.
The miniaturized device
is designed to be fully
retrievable so that it can be
readily repositioned during
the implant procedure and
later retrieved if necessary.
The Nanostim leadless pacemaker is less than 10 percent
the size of a conventional pacemaker and is the least invasive
pacing technology available today. The small size of the
device and lack of a surgical pocket, coupled with the
exclusion of a lead, improves patient comfort and can reduce
complications, including device pocket-related infection and
lead failure. The elimination of the visible lump and scar at a
conventional pacemaker’s implant site, in addition to the
removal of patient activity restrictions that are routinely put
in place in an attempt to prevent dislodgement or damage to
a conventional lead, will potentially improve the quality of
life for patients with this technology by allowing most to
continue living active, uninhibited lifestyles. The device is
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supported by the St. Jude Medical Merlin™ Programmer, which
is also used to interrogate and program the company’s other
pacemakers and implantable cardioverter defibrillators (ICDs).
Cardiac pacemakers monitor the heart and provide
electrical stimulation when the heart beats too slowly for each
patient's specific physiological requirements. More than 4
million people worldwide have an implanted pacemaker or other
cardiac rhythm management device, and an additional 700,000
patients receive the devices each year.
The Nanostim leadless pacemaker received CE Mark
approval in 2013 and is now available in select European
markets. The device is not yet available for sale in the U.S.
The research project that we are involved with has reached
70% of the expected enrollment. We anticipate the FDA will
approve the use of this pacemaker sometime within the next
several years. For additional information on enrolling, contact
Dr. James Porterfield at 901.274.2643. For more information
about Methodist visit www.methodisthealth.org. For more
additional information on Nanostim pacemaker technology,
visit sjm.com/leadlesspacing.
Summer 2015
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SPOTLIGHT
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Minimally Invasive Thoracic Surgery:
Improving Patients Outcome through Innovation
by: Benny Weksler, MBA, MD, FACS
Thoracic Surgeon, West Cancer Center
Chief of Thoracic Surgery, Methodist Healthcare
Eastridge-Cole Professor of Thoracic Oncology, UTHSC
The last few years have shown remarkable
advances in thoracic surgery, significantly changing
the approach to the surgical treatment of diseases of
the esophagus, lungs and mediastinum. In particular,
the treatment of lung cancer, esophageal cancer, and a
few benign esophageal diseases has been transformed.
The old adagio of seeing a thoracic surgeon and
ending up with a large, and painful thoracic incision
is a thing of the past. In our practice for example, over
95% of patients with diseases of the esophagus and
lungs are treated without painful thoracotomies.
I will outline a few significant developments in the
treatment of these diseases.
Esophageal diseases:
POEM is poetry to patients’ ears: Maybe the most
exciting development for patients with achalasia is the
advent of Per Oral Endoscopic Myotomy (POEM).
This new incisionless treatment of achalasia involves
the endoscopic (trans-oral) myotomy of the
obstructing muscle fibers of the lower esophageal
sphincter. After the procedure, except for mild chest
discomfort patients are ready to return to their usual
activities without any surgical pain. We started our
POEM program May 5th after 6 months planning
and preparation, with a very successful procedure and a
very happy patient.
Esophageal cancer: Esophageal cancer is usually
treated with two (or three) open incisions. Since 2008
the great majority of our patients undergo Minimally
Invasive Esophagectomy (MIE) that has been shown
to decrease postoperative complications and improve
quality of life. Our MIE program at Memphis started
in December of 2013 and our outcomes mirror my
previous experience at the University of Pittsburgh,
with excellent results. Another important development
in the field is the advent of esophageal preservation for
patients with early stage cancers, in which we can
endoscopically resect the disease without the need for
esophagectomy. This is currently being offered to
patients with very early esophageal cancer.
Lung Cancer:
The new standard of care in the treatment of early
stage lung cancer is the thoracoscopic minimally
invasive lobectomy or in selected patients sublobar
resection (segmentectomy). This can be accomplished
with the daVinci surgical robot or with conventional
thoracoscopic approach. Although this has been
relatively well established for a few years, two new
developments promise to improve patient’s outcome
and comfort. The first new development is the
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availability of robotic staplers fully controlled by the
surgeon to divide the vessels and bronchus and
complete the lobectomy. This may improve the safety
profile of the procedure, giving more control to the
surgeon over the stapling phase of the surgery. The
new thoracic surgery staplers are available for the latest
Xi generation daVinci robot and we have been using
these since January of 2015.
Another exciting development is the single port
lobectomy for lung cancer. Through a single 3 cm (1.5
inches) incision, without the use of any retractors or
resection of ribs, we can do a complete lung cancer
operation. We have reserved this technique to selected
patients, but our initial experience is very promising.
Between the use of the robot with staplers and the
single port surgery, we are certain to improve current
outcomes in lung cancer surgery.
In summary, new advances in thoracic surgery
have made many procedures less invasive and
Summer 2015
sometimes incisionless, improving patient’s comfort
and outcomes. We are happy to be able to offer all
these developments to the Memphis community.
SPOTLIGHT
“In our practice for example, over 95% of patients with diseases of the
esophagus and lungs are treated without painful thoracotomies.”
Dr. Weksler is a thoracic surgeon with the West Cancer
Center; Chief of Thoracic Surgery at Methodist Healthcare; and
Eastridge-Cole Professor of Thoracic Oncology for the University
of Tennessee Health Science Center.
Before moving to the Memphis area in 2013, he was an
Associate Professor of Surgery at the University of Pittsburgh
Medical Center. Dr. Weksler is board certified with the American
Board of Surgery and American Board of Thoracic Surgery. He
was named one of Memphis’ Top Doctors for 2014 by Memphis
Magazine and named one of America’s Top Doctors for 2014 by
Castle Connolly.
Dr. Weksler is a guest reviewer for a number of publications,
periodicals, and editorial boards, including the Annals of Thoracic
Surgery, Diseases of the Esophagus, and Annals of Surgical
Oncology. He has lectured at numerous medical facilities and
conferences across the country and overseas.
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TMA honors two Memphis physicians and
Shelby County Health Department
James D. Eason, M.D. honored with
TMA Outstanding Physician Award
The TMA recognized James D. Eason, M.D. with their
Outstanding Physician Award at their recent annual meeting.
The award is given each year by the TMA House of
Delegates to member physicians who through their illustrious
medical career make an impression among their colleagues,
peers and on the profession of medicine. Dr. Eason has been
a leading surgeon for transplant surgery in Tennessee since
2005. After his practice at Ochsner Transplant Institute in
New Orleans was lost to Hurricane Katrina, Dr. Eason
accepted a new role as Medical Director of the Methodist
Transplant Institute in Memphis. His leadership has been
instrumental in transforming the Institute into one of the
best programs in the county for liver and kidney transplants.
In 2011, Dr. Eason was appointed by the U.S. Secretary of
Health and Human Services to a four-year term to the
advisory committee on organ transplantation to assist in
enhancing organ donation across the nation.
William Mariencheck, M.D. honored with
TMA Distinguished Service Award
The TMA presented
William Mariencheck,
M.D. with their
Distinguished Service
Award at their recent
annual meeting. The
award has been given
since 1963 by the
TMA Board of
Trustees to exemplary
10
members of the association for their notable achievements
during the previous year. Dr. Mariencheck has practiced
medicine for 50 years. He is a pulmonologist at Mid-South
Pulmonary Specialists. Dr. Mariencheck served as a major
for the United States Army, as Chief to the Allergy and
Pulmonary Services at Ireland Army Hospital and Chief to
the Department of Medicine. He has been the president of
the American Lung Association of Tennessee, president of
the Tennessee Thoracic Society, vice president of the
Memphis Academy of Internal Medicine, and served on the
boards of the Sarcoidosis Research Institute and the Will
Rogers Memorial Foundation.
Shelby County Health Department receives
Community Service Award from the TMA
The Shelby County Health Department was a winner of
the TMA’s Community Service Award, given annually to
persons or organizations who contribute significantly to
the advancement
of public health
in their respective
communities.
As part of the
Division of
Health Services,
the Shelby
County Health
Department
serves both the
city of Memphis and Shelby County to promote public
health practices that safeguard and improve the quality of
life for 900,000 residents. Following its mission to promote,
protect and improve the health and environment of Shelby
County, the Department has instituted a variety of programs
that cover a wide range of the community’s diverse
populations and challenges. These special programs focus
on environmental health, epidemiology, health education,
maternal and child health, school health, and restaurant
and food service regulations. Yvonne Madlock, Director
of the Shelby County Health Department, accepted the
award from Keith Anderson, M.D., chairman of the
TMA Board of Trustees.
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Profile of a Physician – Patrick C. Toy, M.D.
BIOGRAPHY
Specialty:
Orthopaedic Surgery
Subspecialty: Orthopaedic Oncology
Practice:
Campbell Clinic
1400 South Germantown Parkway
Germantown, TN 38138
901-759-3100 (P)
Medical Education: University of Tennessee School of Medicine - Memphis, 2003
Hobbies: spending time with family, traveling, fitness
Personal Hero: my parents
Favorite Book: Unbroken
Person you would most like to meet (living or dead):
Leonardo Da Vinci
Childhood Ambition: to make a difference
First Job: newspaper delivery
Biggest Challenge: balancing time between my practice and
personal life
Biggest Personal Accomplishment: having a healthy family
1. Why did you become a physician? Were you influenced
to practice medicine by someone else or a personal
experience? I wanted to make a difference and help
people. I had an orthopaedic injury in high school that
required surgery. That experience had a lasting effect
on me.
2. Why did you choose orthopaedic surgery as your
specialty? When I transitioned from posterior to
anterior approach total hip replacement, I found that my
patients functionally did not need to have a prolonged
stay in the hospital. With advances in pain management
and controlling blood loss, the need for post-operative
care further became minimized. The process has been
challenging, but successful patient outcomes motivated
me. Patients are happy and surprised that they can
recover in the comfort of their own home starting on
the day of surgery.
3. What is your biggest challenge in practicing medicine
on a daily basis? I want everyone to do well and have a
good outcome. When patients have complications or
issues, I take them personally.
4. Every physician in your practice is an active member of
the Tennessee Medical Association and Memphis
Medical Society. Why is organized medicine such an
important benefit for independent practices, such as
Campbell Clinic? The interaction is healthy and it is
helpful to have a unified voice on issues that could
potentially have a negative impact on our profession.
5. What advice would you give to a young person who is
considering the practice of medicine? Medicine is
continually changing, but there will always be patients
that need good doctors. I cannot think of anything more
rewarding. I would do it all over again.
“Medicine is continually changing,
but there will always be patients that need good doctors.
I cannot think of anything more rewarding.”
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C O N G R AT U L AT I O N S T O . . .
Keith G. Anderson, M.D.
elected TMA president-elect
The TMA has selected Keith G. Anderson, M.D. to serve as
president-elect for 2015 and, subsequently, as 162nd president
of the TMA in 2016. Dr. Anderson was chosen by popular
vote in the TMA’s election by members of the organization. He
just completed his term as chairman of the TMA Board of
Trustees. Dr. Anderson is a past president (2008) of the
Medical Society. He served on the MMS legislative committee
from 1997-2002. Dr. Anderson also served on the TMA’s
Strategic Plan Oversight Committee in 2010. He currently
serves as a TMA delegate from the Society. Dr. Anderson is a
cardiologist and president of Sutherland Cardiology Clinic, a
part of Methodist Le Bonheur Healthcare. He serves as a
clinical instructor with the Department of Cardiology at the
UTHSC – College of Medicine.
Valerie K. Arnold, M.D.
inducted into the
American College
of Psychiatrists
Valerie K. Arnold, M.D., FAPA, chief of Child and
Adolescent Psychiatry in the College of Medicine at UTHSC
has been inducted into the American College of Psychiatrists
during its recent ceremony in Huntington Beach, California.
The American College of Psychiatrists comprises more than
750 psychiatrists who have demonstrated excellence in the
field of psychiatry and achieved national recognition in
clinical practice, research, academic leadership or teaching.
“I am thrilled to be inducted into the college this year and to
have the hope of contributing toward quality training of
current and future residents and fellows,” said Dr. Arnold.
“My current involvement in fellow, resident, and medical
student education means so much to me, and I look forward
to contributing through the college in an even broader way.”
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Hugh Francis, III, M.D.
to serve as chairman
of the board at SVMIC
Hugh Francis, III, M.D. has been named to succeed Paul
McNabb, M.D. of Nashville as chairman of the board at State
Volunteer Mutual Insurance Company (SVMIC). Dr. Francis
has previously served as vice chair of their board since 2006.
“This is an entirely planned transition, and I am proud to
assume leadership of the SVMIC board. We are very grateful
to Dr. McNabb for his ten years of outstanding service as the
chair of our board. I am also pleased that Dr. McNabb will
remain on the board and continue to be engaged in the
leadership of our company,” Dr. Francis said. Dr. Francis is a
past president (2001) of the Memphis Medical Society.
He is a general surgeon at Memphis Surgery Associates.
Samuel Dagogo-Jack, M.D.
named president,
Medicine & Science
by the American
Diabetes Association
Samuel Dagogo-Jack, M.D., director of the Department of
Endocrinology at UTHSC – Memphis has been named the
2015 president, Medicine & Science by the American
Diabetes Association (ADA). Dr. Dagogo-Jack is now the
co-principal spokesperson for the organization, along with
the president, Health Care & Education, on matters of
science, care and education concerning the disease, which
currently affects more than 370 million individuals worldwide.
During his one-year term, Dr. Dagogo-Jack will also be a
member of the ADA board of directors, which is the nation’s
largest voluntary health organization leading the fight
against diabetes.
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Keeping Fiscally Fit
William B. Howard, Jr., ChFC®, CFP®
Question: I am concerned that I might be affected by the Medicare surtax this coming tax year. Can you explain this
surtax in more detail and provide a strategy of how I might be able to avoid it.
Answer:
The Medicare surtax of 3.8% became effective
January 2013 and impacts individual filing taxpayers with more
than $200,000 in modified adjusted gross income (MAGI).
The threshold increases to $250,000 for married couples filing
jointly, decreases to $125,000 for married couples filing
separately, and for Trusts and Estates the threshold is $12,150.
The tax only affects those who have first met the threshold
requirement. The calculation of the tax is based on the lesser of
the following: net investment income (NII) or the excess of
MAGI over the threshold amount. Therefore, if an individual
taxpayer had income of $160,000 and NII was $40,000, the total
MAGI for the 2014 tax year would be equal to $200,000, and
the individual taxpayer would not be subject to the surtax.
However, if the taxpayer recognized an extra $50,000 of income
during 2014, the threshold would be broken as MAGI would
now be equal to $250,000. Remember, the tax is on the lesser
of the excess of MAGI or NII. In this case, the $40,000 of NII
would be subject to the 3.8% surtax.
Planning for the surtax can be a complicated issue.
However, the simplest method to avoid the tax is to reduce your
income so that you do not cross the threshold. This can be
accomplished by deferring income or bonuses to other tax years
16
and contributing more to your retirement plans and IRAs.
Be aware of any transactions that might increase your income
(sale of highly appreciated assets or a large Roth IRA
conversion). It is probably a good idea to push these types of
transactions to years where your income level might be lower.
If you happen to have large profits in land, consider an
installment method when you sell to spread out the gain over
future years. Additionally, you should consider reducing the
impact of the items that comprise net investment income.
These items include: taxable interest, dividends, long and shortterm capital gains, rents, royalties, taxable income from
investment annuities, and taxable income from passive business
activities. Many investors use tax-exempt bonds or nondividend paying stocks as an easy technique to reduce net
investment income. Other popular methods to reduce net
investment income include the implementation of a buy and
hold investment strategy and offsetting capital gains with losses.
There are numerous variables that should be considered for
an effective strategy and each situation is unique. Therefore,
I recommend you seek the advice of a tax and estate planning
specialist in your area, so they can help you coordinate and
facilitate a plan that best fits your needs.
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 17
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 18
2nd Annual Doctors in Concert held to benefit
St. Jude Children’s Research Hospital
On Saturday, April 18, Amro Music in partnership with
Steinway & Sons presented their second annual Doctors
in Concert at Germantown Performing Arts Centre.
Approximately 250 people were in attendance. The evening
began with a cocktail reception followed by the concert that
included local physicians showcasing their talents.
This year’s performers included Jim Andrews,
M.D.; Sam Cox, M.D.; Sandra Dee, M.D.;
Lloyd Finks, M.D.; Aileen Gayoso, M.D.;
George Flinn, M.D.; Bill Hurd, M.D.;
Steve Katz, M.D. James Patterson, M.D. and
Grahm Warr, M.D. The event included special
performances by St. Jude patients Allen Barber
and Michael Terry. All proceeds benefited
St. Jude Children’s Research Hospital.
Saint Francis Hospital – Memphis named Gold Fit-Friendly
worksite by the American Heart Association
Saint Francis Hospital-Memphis has been named a
Gold Fit-Friendly Worksite by the American Heart
Association (AHA). According to the AHA, Saint Francis is
in an elite group of awardees for this important initiative.
As a Gold level recipient, the hospital fulfilled key criteria
and demonstrated a strong commitment to providing a
healthy workplace for employees. “We are excited about this
recognition from the AHA,” said Dave Archer, President and
CEO. “It is a validation of our efforts to make Saint Francis
Hospital-Memphis the employer of choice among health
care providers.”
Many healthy initiatives are in place at Saint Francis.
They include healthy menu options in the cafeteria, healthy
choices vending machines, discounted membership at the oncampus YMCA, and the Healthy at Tenet program offered
18
by Tenet Healthcare. Employees are also encouraged to take
the stairs when possible and use pedometers to count their
steps during the workday. Saint Francis Hospital-Memphis
is also a smoke free campus, with the use of tobacco products
banned both inside buildings and on the grounds. The AHA
Gold Fit-Friendly Workplace recognition is valid for one
year. Worksites must reapply annually.
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 19
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 20
R E A L E S TAT E U P D AT E
Healthcare Real Estate Trends
by: Jon D. Albright, CCIM, SIOR, SRES
As the population of the
country continues to age, and
by the time the Baby Boomer
Generation reaches 65, there will
be an estimated 88.5 million
seniors in the United States. This total is nearly double the
number of seniors who were living in our country in the year
2000. Seniors utilize home healthcare, eye specialists, cancer
specialists, senior living and assisted living facilities. The
demand for services in these areas has grown significantly in
recent years and the need is expected to continue. There is
also an increase in genetic testing laboratories populating the
landscape. These labs can evaluate DNA and determine
suggested drugs and potential issues with individuals based
on the tests. These advances can save time by reducing trial
and error evaluations and prescribe medications based on test
results. Investors continue to have an interest in purchasing
properties with these types of uses.
Financing is readily available for many properties in the
medical fields. Always be sure to understand length of term,
differences of non and fully amortizing loans, appraisals and
their importance relating to your loan and real cost of funds.
Do not delay financing or refinancing if it has been in your
plans as rates are expected to rise.
As many practices have aligned with hospitals in recent
years, existing campuses have strategically grown. Decisions
about new facilities have included finding ways to get closer
to the patient or customer. Medical facilities will always
have some unique needs relating to parking, access and after
hours requirements. Retail options are continuing to be of
value, helping to bring medical services closer to those in
need of these services. As always, before you make major
decisions pertaining to your medical real estate consult with
your team of professionals.
Jon D. Albright, CCIM, SIOR, SRES
Investec Realty Services, LLC
51 Germantown Court, Ste 215 • Memphis, TN 38018
901-758-2424 phone • albright@svn.com
Did you ever hire the WRONG person?
MedTemps can help your practice eliminate this costly
mistake with our permanent and temporary placement
A subsidiary of the
Memphis Medical Society
MedTemps helps your practice
by saving it the costs associated
with finding and training employees.
Thoroughly screened potential applicants
In-depth analysis of the applicants’ skills and qualifications
“Pay rolling” service for your practice to try out a potential employee prior to hiring her
1067 Cresthaven Road | Memphis, TN 38119 | 901-761-0200 | www.mdmemphis.org
Freda Reed | Senior Staffing Coordinator | freed@mdmemphis.org
20
Paula Lipford | Accounting Coordinator | plipford@mdmemphis.org
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 21
Two Memphis physicians serve as TMA Doctor of the Day
Two physicians from the Memphis Medical Society
served as TMA Doctor of the Day during the recently
adjourned 109th General Assembly. On Tuesday, March 24,
Ana Y. Fong, M.D. an emergency medicine physician at
Saint Francis Hospital Bartlett volunteered to serve the
state legislators. Dr. Fong is pictured with state
Senator Brian Kelsey (R-31). On Tuesday, April 14,
Jon P. Ver Halen, M.D., a plastic surgeon at BMG Surgical
Oncology spent the day assisting state elected officials
and their staffs with any medical needs. Dr. Ver Halen is
pictured with Tennessee Governor Bill Haslam.
Summer 2015
21
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 22
LEGAL BRIEF
2015 Legislative Session Recap
by: Senator Mark Norris
Tennessee Senate Majority Leader and
Special Counsel, Adams and Reese, LLP
The Senate now includes 7 healthcare professionals:
a heart surgeon, ER physician, anesthesiologist, family
practitioner, a physical therapist and two pharmacists.
That’s one quarter of our members. These professionals,
along with most in the Senate, understand that access to
meaningful healthcare and access to insurance are two
different things. Simply adding participants to the
Medicaid rolls is problematic for several reasons. As recent
studies show, fewer physicians are accepting Medicaid
patients. Nationwide, as many as 31% of doctors said they
would not accept new Medicaid patients, and the numbers
are worse for some states.
That’s why a variety of initiatives were enacted this year.
More will be pursued in 2016. Innovations in tele-health,
biosimilars, newborn testing, improving diabetes care, and
self-administration of certain medications in school were
adopted. The state budget also included $1.5 million in
increased funding for community health centers, funding
for a new Center on Justice Involved Youth and
neurological research at the UT Health Science Center in
Memphis, as well as funding for new research supporting
the medical device industry.
The tele-health legislation protects Tennesseans’ access
to cost-effective healthcare by ensuring such services are
readily available and consistently safe. My biosimilars
legislation aims to significantly reduce costs. It provides for
substitution of interchangeable biological products for name
22
brand products and addresses communications required
between pharmacists and prescribers.
SB358 by Dr. Steve Dickerson prohibits MCOs from
directly contacting patients in an effort to change a referral
for services to another less expensive provider, unless the
referring physician is notified and the patient is made aware
of his or her right to discuss the change with his or her
physician. Here, the General Assembly has recognized that
cheapest care is not always the best care.
These are but a few examples. As the debate over
Medicaid expansion and curtailing the costs of Tenncare
continues, innovative alternatives will share the stage.
Stay tuned for more progress.
Senator Norris practices in commercial litigation and business matters
with Adams and Reese, LLP. He is Senate Majority Leader
and represents West Tennessee in the state senate.
For more information on the firm, visit www.adamsandreese.com.
Alabama | Florida | Louisiana | Mississippi | South Carolina
Tennessee | Texas | Washington, D.C.
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 23
CALENDAR
MEMORIAM
JUNE
Elizabeth M. Andrew
2 Board of Directors Meeting
Medical Society, 6 pm
17 Bluff City Medical Society Meeting
Location & speaker TBA, 6:30 pm
December 6, 1950 – April 6, 2015
Ernest L. Britton
February 18, 1944 – May 7, 2015
Russell W. Chesney
August 25, 1941 – April 2, 2015
Hamel Eason
February 26, 1930 – May 9, 2015
Bobby Hickman Ginn
JULY
March 3, 1925 – May 3, 2015
Lester Rose Graves, Jr.
3 Independence Day
Medical Society Closed
11 Bluff City Medical Society
4th Annual Business Symposium
Holiday Inn – University of Memphis,
8 am
April 21, 1930 – March 19, 2015
Michael S. Kinnard
August 19, 1946 – March 29, 2015
William Stanley Myers
September 4, 1936 – May 8, 2015
Lynda Jane Park
April 21, 1956 – March 25, 2015
Paula M. Sandler
August 14, 1952 – April 20, 2015
Alva B. Weir, Jr.
March 24, 1923 – April 24, 2015
Gordon L. Wills
AUGUST
January 28, 1928 – May 5, 2015
4 Board of Directors Meeting
Medical Society, 6 pm
11 TMA ICD-10 Coding Seminar
Fogelman Center – Univ. of Memphis
Summer 2015
23
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 24
NEW MEMBERS
Andrei V. Alexandrov, M.D.
Neurology
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 370
Memphis, TN 38104
901-866-8801
First Moscow Medical Institute, 1989
University of Toronto (R-N)
University of Texas (F-CU)
Jonathan L. Altomar, M.D.
General Surgery
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 410
Memphis, TN 38104
901-725-1921
Thomas Jefferson University, 2004
Jennifer H. Berger, M.D.
Pediatrics
Memphis Pediatrics, PLLC
1255 South Germantown Road
Germantown, TN 38138
901-432-1591
University of Tennessee - Memphis, 2010
Kevin Casey, M.D.
Cardiothoracic Surgery
The Cardiovascular Center
7655 Poplar Avenue, Ste. 350
Germantown, TN 38138
901-761-2470
Temple University School of Medicine, 1976
Jason J. Chang, M.D.
Neurology
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 460
Memphis, TN 38104
901-866-8801
George Washington University, 2008
Samuel E. Dagogo-Jack, M.D.
General Surgery
UT Methodist Physicians, LLC
880 Madison Avenue, Ste. 501C
Memphis, TN 38163
901-545-7275
University of Ibadan College of Medicine, 1978
Janet W. Dellinger, M.D.
Pediatrics
Memphis Pediatrics, PLLC
1255 South Germantown Road
Germantown, TN 38138
901-432-1591
University of Tennessee - Memphis, 1986
Martine J. Denn, M.D.
Anesthesiology
American Anesthesiology of TN, PC
1900 Exeter Rd, Ste. 210
Germantown, TN 38138
901-818-2160
University of Texas – Galveston, 1981
24
Rowena Anne DeSouza, M.D.
Urology
UT Methodist Physicians, LLC
57 Germantown Court, Ste. 204
Cordova, TN 38018
901-758-7770
Meharry Medical College, 2003
Humberto C. Gonzalez, M.D.
Gastroenterology
UT Methodist Physicians, LLC
1211 Union Avenue, Ste. 600
Memphis, TN 38104
901-516-9183
Facultad de Medicina Univ de Nuevo Leon, 2006
Charlotte J. Dick, M.D.
Pediatrics
Memphis Pediatrics, PLLC
1255 South Germantown Road
Germantown, TN 38138
901-432-1591
University of Illinois - Chicago, 1988
Prateek K. Gupta, M.D.
Cardiovascular Surgery
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 310
Memphis, TN 38104
901-866-8801
Kasturba Medical College Manipal, 2005
Nilesh V. Dubal, M.D.
Radiation Oncology
West Cancer Center
100 North Humphreys Blvd
Memphis, TN 38120
901-683-0055
Wake Forest School of Medicine, 1992
Lubna S. Elahi, M.D.
Pediatrics
Memphis Pediatrics, PLLC
1255 South Germantown Road
Germantown, TN 38138
901-432-1591
Ross University School of Medicine, 2008
Gregory A. Hanissian, M.D.
Pediatrics
Hanissian Clinic, PC
2101 Merchants Row, Ste. 3
Germantown, TN 38138
901-751-9696
University of Alabama - Birmingham, 1991
University of Tennessee – Memphis (R-PD)
Duke University (F-A/I)
Howard B. Hasen, Jr., M.D.
Urology
UT Methodist Physicians, LLC
1264 Wesley Drive, Ste. 601
Memphis, TN 38116
901-866-8541
University of Tennessee - Memphis, 1974
Michael R. Farmer, M.D.
Radiation Oncology
West Cancer Center
100 North Humphreys Blvd
Memphis, TN 38120
901-683-0055
University of Louisville School of Medicine, 2002
Anthony A. Holden, M.D.
Cardiothoracic Surgery
The Cardiovascular Center
7655 Poplar Avenue, Ste. 350
Germantown, TN 38138
901-761-2470
Northeast Ohio Medical University, 1992
Thaddeus B. Gaillard, Jr., M.D.
Gynecology
Thaddeus B. Gaillard, Jr., M.D.
7900 Airways Blvd., Bldg. B, Ste. 101
Southaven, MS 38671
662-349-4377
Howard University College of Medicine, 1971
Anthony M. Hollins, M.D.
Orthopedic Surgery
Memphis Shoulder & Orthopedic Surgery
1264 Wesley Drive, Ste. 302
Memphis, TN 38116
901-260-2072
University of Tennessee - Memphis, 2009
Holger L. Gieschen, M.D.
Radiation Oncology
West Cancer Center
1588 Union Avenue
Memphis, TN 38104
901-322-0251
Christian Albrechts Universitaet, 1986
B. Kay Jackson, M.D.
Gastroenterology
UT Methodist Physicians, LLC
1265 Union Avenue, 3 CREWS
Memphis, TN 38104
901-516-7237
University of Tennessee, 1981
University of Tennessee – Memphis (R-IM)
University of Tennessee – Memphis (F-G)
Chris L. Gillespie, M.D.
Internal Medicine
Inpatient Physicians of the Mid-South
6263 Poplar Avenue, Ste. 1052
Memphis, TN 38119
901-761-6157
University of Tennessee - Memphis, 1974
University of Tennessee – Memphis (R-IM)
Dipen Kadaria, M.D.
Pulmonology
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 370
Memphis, TN 38104
901-866-8801
Nepalgunj Medical College, 2004
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 25
Matthew R. Lyons, M.D.
Cardiovascular Disease
Sutherland Cardiology Clinic
7460 Wolf River Blvd., Ste. 200
Germantown, TN 38138
901-763-0200
University of Chicago – School of Medicine, 2002
Adam R. Mabe, M.D.
Obstetrics & Gynecology
The West Clinic
100 North Humphreys Blvd.
Memphis, TN 38120
901-683-0055
University of Tennessee, 2010
University of Tennessee – Memphis (R-OB/GYN)
Charles B. Meeks, D.O.
Pediatrics
Pediatric Associates
3876 New Covington Pike
Memphis, TN 38128
901-377-2711
Kentucky College of Osteopathic Medicine, 2009
Samuel G. Meredith, Jr., M.D.
Orthopedic Surgery
Mt. Moriah Orthopaedics, LLC
6099 Mt. Moriah Rd Ext., Ste. 4
Memphis, TN 38115
901-365-2228
University of Tennessee, 1971
University of Tennessee – Knoxville (R-OS)
Mark P. Miller, M.D.
General Surgery
Mark P. Miller, M.D.
7705 Poplar Avenue, Bldg. B, Ste. 310
Germantown, TN 38138
901-516-6300
University of Mississippi - Jackson, 1983
University of Tennessee (R-GS)
Loverd M. Peacock, M.D.
Radiation Oncology
West Cancer Center
1265 Union Avenue, Dept. of Radiation Oncology
Memphis, TN 38104
901-516-7367
University of Arkansas, 1970
University of Arkansas (R-IM)
Vichin C. Puri, M.D.
General Surgery
UT Methodist Physicians, LLC
1211 Union Avenue, Ste. 340
Memphis, TN 38104
901-516-9183
Maharashtra Institute of Medical Education, 2003
Quentin P. Ray, M.D.
Gastroenterology
UT Methodist Physicians, LLC
1265 Union Avenue
Memphis, TN 38104
901-758-7888
Tulane University, 1999
Naval Medical Center – Portsmouth, VA (R-IM)
National Naval Medical Center – Bethesda, MD (F-G)
Summer 2015
Lillian H. Rinker, M.D.
Radiation Oncology
West Cancer Center
100 North Humphreys Blvd
Memphis, TN 38120
901-683-0055
Wake Forest School of Medicine, 1992
University of North Carolina (R-RO)
Michael J. Rohrer, M.D.
Vascular Surgery
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 310
Memphis, TN 38104
901-866-8801
Northwestern University School of Medicine, 1981
Northwestern University School of Medicine (R-GS)
University of Massachusetts (F-VS)
Kathryn Schwarzenberger, M.D.
Dermatology
UT Medical Group
930 Madison Avenue, Ste. 840
Memphis, TN 38163
901-448-5795
University of Texas - Galveston, 1987
Duke University – Durham, NC (R-DERM)
Dorothy Ann Sparks, M.D.
General Surgery
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 410
Memphis, TN 38104
901-725-1921
Medical University of the Americas, 2006
Helmut O. Steinberg, M.D.
Endocrinology
UT Methodist Physicians, LLC
1251 Wesley Drive, Ste. 151
Memphis, TN 38116
901-866-8801
Medizinische Fakultaet Heidelberg, 1987
Todd F. Stockstill, M.D.
Radiation Oncology
West Cancer Center
100 North Humphreys Blvd
Memphis, TN 38120
901-683-0055
Medical College of Virginia, 1986
Jennifer Lynn Sullivan, M.D.
Thoracic Surgery
UT Methodist Physicians, LLC
1325 Eastmoreland Avenue, Ste. 410
Memphis, TN 38104
901-866-8520
University of Maryland School of Medicine, 2005
Thomas Jefferson University – Philadelphia (R-GS)
UC Davis – Sacramento (F-TS)
Manish Talwar, M.D.
Nephrology
UT Methodist Physicians, LLC
1211 Union Avenue, Ste. 340
Memphis, TN 38104
901-516-9183
Maulana Azad Medical College – New Delhi, 1974
Lisa S. Usdan, M.D.
Endocrinology
UT Methodist Physicians, LLC
57 Germantown Court, Ste. 100
Cordova, TN 38018
901-758-7888
University of Tennessee - Memphis, 2003
Thomas Jefferson University – Philadelphia (R-IM)
Boston Medical Center (F-END)
Prethi Vaddadi, M.D.
Obstetrics and Gynecology
West Cancer Center
100 North Humphreys Blvd.
Memphis, TN 38120
901-683-0055
St. Matthews University – Grand Cayman, 2009
Noam A. Vanderwalde, M.D.
Radiation Oncology
West Cancer Center
100 North Humphreys Blvd.
Memphis, TN 38120
901-683-0055
University of Maryland, 2009
Gregory A. Vidal, M.D.
Oncology
West Cancer Center
100 North Humphreys Blvd.
Memphis, TN 38120
901-683-0055
Tulane University, 2008
Stanford University (R-ONC)
John David Ward, M.D.
Gastroenterology
Gastro One
1324 Wolf Park Drive
Germantown, TN 38138
901-755-9110
University of Tennessee - Memphis, 1988
University of Tennessee – Memphis (R-GE)
Robert W. Wegner, M.D.
Bariatric Surgery
Saint Francis Ctr. for Surgical Weight Loss
6005 Park Avenue, Ste. 1010B
Memphis, TN 38119
901-765-3040
Medical University of the Americas – West Indies, 2004
University of Illinois – Chicago (R-GS)
University of Iowa – Iowa City (F- BS)
Timothy D. Woods, M.D.
Cardiovascular Disease
Sutherland Cardiology Clinic
7460 Wolf River Blvd., Ste. 200
Germantown, TN 38138
901-763-0200
Northeast Ohio Medical University, 1992
25
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 26
PRAC TICING MEDICINE
Check-Up on my Healthcare Marketing Efforts
by: Alan D. Flippin, MBA, CMDS
President, ADF Medical Practice Development
Marketing is a critical component in your practice’s
overall goals and objectives. It is imperative to determine the
best strategy to utilize when promoting your services. Several
key factors will enable you to be successful in this endeavor
and, more importantly, determine where and how the
majority of your new patients are acquired. Here are six areas
that every practice should consider:
1. Marketing, Advertising and Public Relations – all of
these activities have value in creating successful results.
However, they should not be confused. By creating a
documented and measurable strategy, the correct use of
these tools will allow you to attract, retain and target
individuals who are in need of your services or
procedures. The method of creating a cost effective plan
contains the following:
Branding
Professional Referral Marketing
Internal Marketing
External Marketing
Internet and Social Media Marketing
Public Relations and Quality Awareness Activities
Following these steps will assure you measurable success
without wasting time and energy.
2. Reactionary/Fragmented Marketing Efforts – Many
organizations have tried different things over the years
with some or marginal success. Effective marketing is a
well planned and executed strategic effort. Following
your plan is essential. Other methods can be frustrating
and budget busting. Plan carefully and know your
demographics and local trends. You may need expert
advice on developing the correct strategy for you or your
group. A Certified Medical Development Specialist
(CMDS) can help you chose which methods are the
most effective for you organization. As with any strategy,
measurement and adjustments will assure success. It is
important that your practice plans well prior to starting.
3. Take Action - In many cases, healthcare organizations
staffed by brilliant scientific minds tend to apply
analytical thinking to the marketing plan to the point
26
that it stalls. Thinking and analyzing do not attract
patients. Setting dates, benchmarks, measurements and
adjusts will produce real results. A good marketing plan
can always benefit from improvements, but first you must
take action!
4. Leadership – In many cases, too many opinions can
hinder an effective campaign to the point of failure. It is
a proven fact that with a small leadership committee in
conjunction with professional heath care development
yields the highest results. All plans can be improved if
they need to be. Measurement is the key – but you must
get started first.
5. Everyone in your organization is part of the Marketing
Team/Effort – External Marketing is a part of your
marketing campaign, but remember that everyone in
your organization has an effect on the success of your
efforts. Consider taking time to “train” each person on
his or her importance in the patient experience from the
phone desk to the checkout desk. It must be flawless and
consistent if your external marketing efforts are to be
ultimately a success. External measurement (secret
shoppers or blind patient satisfaction surveys) are
essential in a properly executed healthcare marketing
campaign.
6. Marketing is a Revenue Center – Marketing may appear
to be an expense. However, it is actually a revenue center.
The expense versus revenue achieved should produce a
minimum of a 100% gain. Thus, if you spend $3,000 per
month you should expect to see a minimum of $6,000
return on investment. A professionally prepared and
executed healthcare marketing campaign should return a
5:1 or better ROI. If your campaign is not producing
those results, adjustments need to be made.
In summary, a well-executed marketing plan can produce
tremendous financial gains and place your organization in a
more stable and competitive position. The key is to plan,
train, execute, measure and adjust. Consistency will save
money and produce an even higher ROI.
Medical Society Quarterly
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 27
BACK PAGE
Bulletin_Summer15_v5 5/25/15 8:35 PM Page 28
Baptist Women’s only breast center in Memphis
to offer ABUS
Thanks to a generous Baptist Memorial Health Care
Foundation grant, the Baptist Women’s Health Center
recently became the first and only breast center in the
Memphis area to offer patients the Invenia Automated
Breast Ultrasound (ABUS), an FDA-approved screening
technology designed specifically for women with dense
breast tissue. “It’s kind of a two-fold problem when you
have dense breast tissue,” said Dr. Lynn Gayden, a breast
radiologist and medical director of the Baptist Women’s
Health Center. “It actually does increase your risk of
developing breast cancer, and it also makes it a lot harder
to find breast cancer.”
Breasts are made of fat and glandular tissue.
Approximately 40 percent of women have dense breasts,
or an abundance of glandular tissue compared to fat.
Dense breasts are more likely to hide masses and lumps
when analyzed with a standard mammogram, and
women who have dense breast tissue have a four to six
times greater risk of developing breast cancer than
women who do not.
Unlike a standard mammogram, which uses
radiation to look for abnormalities in the breasts, the
Invenia ABUS uses sonic waves to create a 3D picture of
the breasts. “Well, in mammography, breast cancer can
appear many different ways,” said Dr. Gayden. “One of
the common ways it can appear is as a lump. And if you
have really dense breast tissue, your mammogram is
going to look white. People have described it as looking
for a snowball in a snowstorm. Cancer can be hidden by
all this dense breast tissue. The ABUS does not replace
traditional mammography; it is an adjunct to
mammography, just one more tool in our arsenal against
breast cancer.”
The exam takes approximately 30 minutes and
provides doctors with clear 3D ultrasound images.
Physicians review patients’
ABUS screening images
in addition to their
mammograms.
According to Beth Turner,
RN, administrative director
of the Baptist Women’s
Health Center, the Breast
Cancer Prevention Act,
which started officially in
Lynn Gayden, MD
Tennessee on Jan. 1, 2014,
requires the following
statement to appear on the
mammogram reports of women with dense breast tissue:
Your mammogram shows that your breast tissue is
dense. Dense breast tissue is common and not abnormal.
However, dense breast tissue can make it harder to
evaluate the results of your mammogram and may also be
associated with an increased risk of breast cancer. This
information about the results of your mammogram is
given to you to raise your awareness and inform your
conversations with your doctor. Together, you can decide
which screening options are right for you.
The American Cancer Society recommends that,
beginning at age 35-40 women should receive a baseline
mammogram and then subsequent mammograms once a
year. Women who are at higher risk for breast cancer,
either through family history or other factors, should
consult their physician about getting annual
mammograms much sooner. For more information
about ABUS, please call the Baptist Women’s Health
Center at 901-227-PINK or visit baptistonline.org/density.
“The ABUS does not replace traditional mammography;
it is an adjunct to mammography,
just one more tool in our arsenal against breast cancer.”
28
Medical Society Quarterly
MMS Bulletin Cover Summer15 6/2/15 9:19 PM Page 3
MMS Bulletin Cover Summer15 6/2/15 9:19 PM Page 4
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