8 ways to prepare your spine or pain care program for 2016
1. Be ready to position your product long term so that it can be rewarded more for doing less.
2. Insulate yourself into the back pain business for the futureworld, rather than just the spine surgery business.
3. Tighten your relationship with an Ambulatory Surgery Center that is geared for minimally invasive spine surgery and spinal injections.
4. Create and install ancillary revenue streams that can soften the impact of reimbursement reductions and increasing overhead.
5. Evolve your bundled case rate packages to include non-surgical triage and treatment options.
6. Provide exclusion criteria for problem patients.
7. Become the expert source for information on the subject of back and neck pain.
8. Go direct to to the consumer.
On October 8, 2015 Bob Reznik, President of Prizm, was asked to speak at the annual Neuroscience and Spine Centers of Excellence Conference in Chattanooga, Tennessee. Bob Reznik, MBA, was asked to present on the subject of HOW TO DEVELOP A DESTINATION FOR SPINE CARE IN THE CURRENT HEALTHCARE REFORM ENVIRONMENT. Conference attendees learned:
• How to develop a spine care PRODUCT that appeals to, consumers employers, case managers and payers. What to include and, more importantly,what to exclude.
• How to PLACE the product in the marketplace with a spine center facility that is unique and consolidates a team of specialists and key components under one roof.
• How to POSITION the spine center as superior to competitors and establish barriers to entry to competitors.
How to PRICE spine care with case rates for spine surgery, spinal injections and non-surgical episodes of care.
• How to PROMOTE the destination center on the Internet, through direct-to-consumer promotion and referral development to attract patients from a 300 mile radius.
• Trap doors to failure: Why some spine centers fail to grow.
In 2013, Self Regional Healthcare called upon Prizm to help them improve how they manage back and neck pain through their spine center service line. The spine program at that time included three fellowship-trained spine neurosurgeons. Over 2014 and 2015, Prizm helped the spine service line to mature into a more complete multi-disciplinary spine center with two specialists in Physical Medicine and Rehabilitation (PMR), and a better-integrated spine therapy department. "The spine center now is proficient in managing those back and neck pain cases that don't need surgery," explains Bob Reznik, MBA. "The PMR specialists manage the non-surgical treatment options and triage those patients who need surgery more adroitly to the specialists. Now everything related to spine is in one location for the convenience of the person with back or neck pain: diagnostics, X-ray, MRI, spine surgeons, MDs who specialize in non-surgical treatment and spinal injections and therapy. It's now a true destination center for spine care that attracts patients from a 100 mile radius." In 2014, South Carolina Spine Center met the credentialing criteria to be included in SpineCenterNetwork.com, the only national listing of credentialed spine centers.
While most of general orthopedics and several other surgical specialties have migrated off campus into Ambulatory Surgery Centers, spine care is one of the few service lines that is essential to the health of a hospital and health system. Consequently, Prizm is increasingly contacted by hospitals in 2015 wanting to explore what's involved with creating a regional destination for spine care. "While more minimally invasive spine surgery lends itself to being done in an ambulatory surgery center so patients can be home later the same day, typically the majority of spine surgery can require an overnight stay in the hospital," explains Bob Reznik, MBA. "Hospitals and health systems recognize that spine care is an essential service line for the future. While they start exploring spine with a surgical orientation, they soon realize however that consumers - and referral sources - are educated to pursue non-surgical treatment options in advance of surgery. The days of the surgical mill are dead. So a hospital must develop a comprehensive program with pain care specialists and spine therapists working as a multi-disciplinary spine care team."
2015 and 2016 can be a turbulent healthcare reform environment to enter as a physician leaves residency or fellowship as a new spine surgeon or pain care specialist. Thankfully, new fellowship-trained spine surgeons and pain specialists can contact Prizm to explore some locations that are growing and need additional physicians for the spine care team.
Prizm was invited to speak at the 13th Annual Spine, Orthopedic and Pain Management-Driven Conference held at the Westin Hotel in downtown Chicago on June 12, 2015. Bob Reznik, MBA, president of Prizm Development presented current methodologies for developing a regional destination center for spine care. This included an overview of how to generate physician referrals to a regional spine center in an environment where more primary care physicians are being employed by hospitals. The presentation also offered guidelines for educational direct-to-consumer promotion that helps those with spine problems and pain issues understand more about their symptoms. This can include the development of symptom charts that enable people to know when it's important to see the physician quickly for emergent problems like neurological deficit, and when home remedies may be used safely for simple acute back or neck strain.
Dr. Craig Humphreys, a fellowship-trained spine surgeon, wanted to finish his career in spine where he grew up - in Alaska. He and Central Peninsula Hopital called on Prizm to help develop a regional spine center in Alaska. The center now acts as a regional referral center for back and neck pain patients, many driving the three hours from Anchorage to reach the spine center. Kenai Spine, now in its third year, is located in a freestanding spine center location on the Kenai Peninsula, and includes a Mayo Clinic-trained specialist in Physical Medicine & Rehabilitation for non-surgical treatment options, including spinal injections. The Alaska spine center also includes internal X-ray and spine therapy. For spine surgery, Central Peninsula Hospital provides the advanced O-arm surgical navigation technology.
Dr. Michael Rohan Jr., a fellowship-trained spine surgeon who trained at Texas Back Institute, called on Prizm to help his spine program get to the next level. Prizm re-tooled all referral development and direct-to-consumer communication along developing one of the most educational spine Internet sites in the State of Florida. Panama City Spine now receives referrals from a 100 mile radius around the Florida Panhandle and Gulf Coast.
At the 12th Annual Spine, Orthopedic and Pain Management-Driven Conference in Chicago on June 13, 2015, Bob Reznik, MBA, president of Prizm Development provided three key tips on spine center promotion and marketing.Mr. Reznik's discussion on marketing and promotion for spine centers included the following topics: the importance of educating the consumer, sending the right message and maintaining a strong Internet presence. Read more about this session and the Annual Spine conference, please click here.
During a presentation at Becker's ASC Review's 12th Annual Spine, Orthopedic and Pain Management-Driven ASC Conference + the Future of Spine, June 12 in Chicago, Jimmy St. Louis, CEO of Regenerative Medicine Solutions, Bob Reznik, president of Prizm Development and Daniel Goldberg, CEO and creative director of Gold Medal Marketing, shared four ideas for marketing spine surgery practices in an increasingly competitive market. The session was moderated by Peter Cunningham, founder and COO of CCO Healthcare Partners. Four topics discussed during the session included Accentuate Differences, Identify Targeted Populations and Market to Them, Don't Overvalue Social Media and Market to Employers.
September 19, 2013-- Prizm Development's model of spine center involving non-surgical physicians and spine surgeons working together spotlighted in Becker's article entitled "Will Spine Surgeons Need Non-Surgical Partners in the Future? 6 Things to Know."
Dr. James Lynch, a fellowship-trained neurosurgeon and founder of SpineNevada explains how the Prizm model is attractive to national payers. SpineNevada was developed nearly ten years ago and involves fellowship-trained neurosurgeons, physical medicine physicians along with spine physical therapists. The spine center tracks clinical outcomes and distributes clinical outcome results to health insurance companies and referral sources. Click here to read the complete Becker's article.
July 26, 2013-- Bob Reznik, President of Prizm Development and Founder of Spine Center Network featured in Becker's Spine Review article discussing the key elements of true spine centers of excellence.
Bob Reznik, President of Prizm Development, discusses the key elements of true spine centers of excellence. The key ingredients include:
1. Interconnect specialists for constant communication
2. Concentrate on core components for payers to take you seriously
3. Make the physical medicine and rehabilitation specialist the gatekeeper
4. Construct an ambulatory surgery center
5. Develop a protocol for patients
6. Measure clinical outcomes
7. Emphasize exercise and movement with patients
8. Assign a clinical coordinator to follow up with patients
June 26, 2013-- The following Prizm Development spine centers have been selected to list of 105 independent spine surgery practices to know by Becker's Spine Review.
Ann Arbor (Mich.) Spine Center
Black Hills Neurosurgery & Spine (Rapid City, S.D.)
Bristol Neurosurgical Associates (Bristol, Tenn.) TriCities Spine
Denver Spine Surgeons (Greenwood Village, Colo.).
Georgia Comprehensive Spine (Athens)
North Jersey Spine Group (Wayne, N.J.).
Seton Spine & Scoliosis Center (Austin, Texas)
South Bend Spine (Mishawaka, Ind.)
Spine Colorado (Durango)
Spine Group Beverly Hills (Beverly Hills, CA)
SpineNevada Minimally Invasive Spine Institute (Reno, NV)
Summit Spinecare (Woodbury, Minn.)
April 10, 2013-- Spine Center Network and Bob Reznik, MBA featured in Becker's Spine Review article entitled "5 Qualities of Spine Center Leaders for Today & Tomorrow"
Spine Center Network was developed by Prizm Development, Inc., two years ago and now acts as a national network of credentialed Spine Centers of Excellence for payors and consumers. Inclusion in the network is based on credentialing criteria that includes having fellowship-trained or highly specialized spine surgeons integrated with spine-specialized physical medicine physicians and spine therapists. Spine Center Network represents those spine centers that meet the credentialing criteria. It currently includes about 18 spine centers across the United States. Read the complete article here, new window will open. Click here to read article on Becker's Spine Review.
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Wouldn’t it be convenient if someone created a listing of spine centers of excellence across the United States that all emphasize non-surgical treatment options before surgery?
Finally, there is a place.