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 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 1 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 2 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 2 Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 3 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. 3 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 4 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 4 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. Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 5 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 5 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 6 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. 6 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 Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 7 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 7 SPOTLIGHT Bulletin_Summer15_v5 5/25/15 8:35 PM Page 8 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 8 Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 9 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. 9 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 10 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. Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 11 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 12 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.” 12 Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 13 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 14 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.” 14 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. Medical Society Quarterly Bulletin_Summer15_v5 5/25/15 8:35 PM Page 15 Bulletin_Summer15_v5 5/25/15 8:35 PM Page 16 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 • [email protected] 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 | [email protected] 20 Paula Lipford | Accounting Coordinator | [email protected] 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 The Memphis Medical Society 1067 Cresthaven Road Memphis, TN 38119-3833 PRSRT STD U.S. Postage PA I D Memphis, TN Permit No. 1107