The ExPERT Framework
HOW TO COMPETE AGAINST SOLO, GROUP PRACTICES, AND REGIONAL HEALTH SYSTEMS IN THIS ERA OF HEALTHCARE
(Ex)pertise
What surgery do you want to be known for in your region?
(P)atients
What better strategies can you use to effectively find your ideal patient?
(E)ngagement
How can you better become the preferred choice for patients?
(R)epeatability
How can you better establish a continuous cycle of exceptional care?
(T)ransformation
How can you better leverage data to enhance your competitive edge?
For many years, I have been employing a strategy designed to navigate the competitive landscape of solo, group, and corporate medical practices across the Midwest. The field of surgery, unlike traditional business sectors, lacks formal instruction on how to effectively compete against other surgeons and corporate entities. My academic journey through the Kelly School of Business, research with the NIH, public health, and an additional 14 years of medical training provided no insights into navigating the complexities of hospital competition or managing my brand against other solo and group practices in my region. Frameworks are powerful as they helped me get into medical school, despite not having a technical degree. Early on I knew I would be more successful if I could find or develop one specific to my business needs as a surgeon.
Approximately ten years ago, I created the ExPERT framework, which has been the cornerstone of success for my surgical business, achieving 10-20% annual revenue growth with a concurrent decrease in overhead costs. At Nemedic, we have applied this framework to develop technologies that empower surgeons to thrive in the evolving healthcare landscape. The following framework has proven effective for any surgeon, surgical group, or healthcare system, provided it is executed correctly.
EXPERTISE
First, it is crucial to shift your mindset from being a generalist to becoming an expert. Concentrate on a specific disease condition and a related surgical technique that aligns with your talents and passions.
For those just starting out, this involves a more comprehensive approach than the traditional “see one, do one, teach one” paradigm. Although you may have been exposed to your chosen technique during residency, achieving the high surgical volumes required to become a recognized expert often necessitates performing thousands of these specific procedures. Mastery at this level is essential to gain the trust and acknowledgment of both patients and peers.
PATIENTS
To amass the thousands of patients necessary to specialize in a single type of surgery, one might initially consider a traditional practice model. For instance, if your typical conversion rate to surgery is 1 in 5, and 1 in 5 of those is your perfect case, you would need 25,000 new patients to develop 1,000 optimal cases. Seeing 20 new patients weekly, it would take 24 years to reach your target, a common trajectory where one becomes a seasoned expert late in their career.
Instead of waiting, it is possible to invest a modest amount of time and resources upfront, to dramatically expedite your progress to 1,000 cases, reducing your time to just a few years in many cases.
ENGAGEMENT
The COVID-19 pandemic irrevocably shifted patient behaviors, pushing them online and increasing their reliance on digital convenience. This shift has been accelerated by advancements in algorithms, artificial intelligence, and a competitive marketplace that emphasizes instant gratification.
To meet modern expectations, it is essential to offer a high level of patient engagement that aligns with contemporary consumer preferences. Patients today are looking for more than just basic online portals, overseas call centers, or chatbots; they seek immediate, informed, and convenient communication.
REPEATABILITY
In this crucial final step before transformation, the most significant challenges will arise if the foundational elements were not solidly built. Schedules that are too packed and staff that are overextended will inevitably lead to burnout, which underscores the importance of the initial three steps.
TRANSFORMATION
Every surgeon, practice, or healthcare system I engage with is in search of improvement; some are even seeking a transformative change, which is commendable.
If you are a skilled surgeon looking to expand your impact or collaborate with like-minded professionals, please feel free to direct message me here on LinkedIn to discuss further.
Fire up!