Orlando Medical News March 2017

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Providers Supporting Bill to Drop MoC Requirements Medical Societies Reveal Legislative Agenda

Medical Societies' Legislative Agenda

BY PL JETER

If it becomes law, a little-discussed bill would reap significant benefits for Florida physicians.

State Rep. Julio Gonzalez, MD, an orthopedic surgeon from Venice, sponsored House Bill 723 centering on Maintenance of Certification practices. The bill prohibits certain parties from requiring particular certifications as conditions of licensure, reimbursement, employment, or admitting privileges. Those parties include Boards of Medicine and Osteopathic Medicine, respectively, and the Department of Health, healthcare facilities and insurers.

“Maintenance of Certification is a long-time concern among the physician (CONTINUED ON PAGE 6)

ON ROUNDS

PHYSICIAN SPOTLIGHT PAGE 3 Laura Bancroft, MD

HEALTHCARE LEADER PAGE 4 David Strong, FACHE Physician, Brand Thyself – Or Suffer the Dire Consequences

is a periodic testing regiment, proprietary self-assessment requirement, peer evaluation, or other requirement imposed by a recognizing agency regarding the Florida Administrative Code.

Recertification is a subsequent recognition or certification of educational or scholarly achievement beyond initial board certification in a subspecialty by a recognizing agency regarding the Florida Administrative Code.

Rep. Julio Gonzalez

HEALTH INNOVATORS

Why SEMDA Comes to Orlando BY: BETH RUDLOFF, CHIEF INNOVATION OFFICER, MEDSPEAKS

It is so exciting to see the progress we are making as a health-tech hub in Orlando, and SEMDA is taking notice. At the end of January, several new entrepreneurs got to make their Shark Tank style presentations to the Southeast Medical Device Association’s Roadshow Pitch Rounds. They had a chance at a $10,000 prize with even more exposure at the upcoming annual

conference in Atlanta on April 26 and 27th (http:// semda.net/conference).

Five new Orlando-based companies presented with a wide range of exciting healthcare innovations. Here is a summary of their products, take notice as they are fantastic concepts for the future.

ARC Surgicals. Two words: Precision surgery. Until now, the only

options for neurosurgeons needing to target deep within the brain were to perform the procedure freehand or use sophisticated imaging guidance that requires more time, which isn't always available. That is what led to the founding of ARC (CONTINUED ON PAGE 8)

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John R.T. Monson, MD

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Dr. Riley is a fellowship-trained, energetic and compassionate orthopedic sports medicine physician who specializes in the evaluation and treatment of patients with musculoskeletal injuries sustained during sports and everyday activities. He completed a prestigious orthopedic sports medicine fellowship at the Miami Sports Medicine Institute in Coral Gables.

His extensive experience includes time as part of the medical teams for the Miami Heat, Miami Dolphins and Florida International University athletics programs.

Profile • Executive Director of Colorectal Surgery, Florida Hospital System

Profile • Fellowship: Orthopedic Sports Medicine, Miami Sports Medicine Institute

• Fellowship: Surgical Oncology, Mayo Clinic

• Medical Degree: Temple University School of Medicine

• Medical Degree: Trinity College School of Medicine, Dublin Specialties • Anal Cancer

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PHYSICIANSPOTLIGHT PHYSICIAN

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Laura W. Bancroft, MD, FACR MSK Section Chief and Program Director, Florida Hospital – Diagnostic Radiology Residency Program

BY PL JETER

This year, Laura Bancroft, MD, FACR, transitions from being program director of the Diagnostic Radiology Residency Program to chief academic officer of the Radiology Department at Florida Hospital. The upgrade represents yet another impressive credential on her stellar resume.

“I enjoy the success the residents in our program have had in the program that we started, and am thrilled with the fellowships they have acquired through their hard work and research,” said Bancroft, president-elect of the Society of Skeletal Radiology.

A native of St. Louis, Mo., Bancroft grew up in a tightknit family with two brothers – one a pathologist and the other a lawyer. Their dad was an electrical engineer for McDonnell Douglas while their mom was a nurse at Barnes Jewish Hospital at Washington University. As a child, she attended Villa Duchesne, an all-girls school. “My family always emphasized the importance of education, detail and persistence,” she said. “I knew I wanted to be a physician as a child, and enrolled in the University of Missouri’s 6-year medical program out of high school.”

After earning a medical degree from the University of Missouri in Kansas City, Mo., Bancroft completed residency training in 1996 at the University of Miami School of Medicine, Jackson Memorial Medical Center in Miami. A year later, she completed fellowship training with world-famous fellowship director Thomas Berquist, MD at the Mayo Clinic in Jacksonville. By 2001, she was elevated to Mayo Clinic’s Musculoskeletal Fellowship Director and Associate Dean of Allied Health. By 2008, she was named full professor. The same year, she relocated to Orlando with her husband, Josiah W. Bancroft, III, MD, who was recruited as president of Radiology Specialists of Florida at Florida Hospital.

Board-certified in diagnostic radiology, she retains some consultant work for the Mayo Clinic’s Department of Radiology.

“I chose radiology because it could answer the clinical questions that percussing

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could not,” noted Bancroft. “I chose musculoskeletal radiology (as a subspecialty) because I enjoy sports medicine.”

In 2014, Bancroft was elected president of the Florida Radiological Society.

A year later, the state organization was honored with the Overall Excellence State Chapter Award at the annual American College of Radiology meeting in Washington, DC. That year, she became the University of Central Florida College of Medicine’s Chair of Radiology. Last year, she was named a fellow of the American College of Radiology. She also serves as a clinical professor of radiology for Florida State University.

Bancroft is highly involved with the local Radiology Specialists Volunteer Program, a charitable group comprised of radiologists, spouses and support staff. “Our team has invested time and money into raising the quality of life of the Orlando and Bithlo communities,” she pointed out.

A master multi-tasker, Bancroft enjoys lecturing nationally and internationally, and also editing radiology journals.

She is the chief editor of seminars for Musculoskeletal Radiology and co-editor of the musculoskeletal division of RadioGraphics. With her colleague, Kurt

Scherer, MD, she is editing another issue of Radiologic Clinics of North America.

She has served on the editorial board of Orthopedics Journal since 2007.

In their time off, Bancroft and her husband, who live in Winter Park, cheer on their children at baseball games and enjoy traveling with their family.

“Our oldest child is heading off to college this year, our middle is trying to play baseball in college next year, and our youngest is in middle school,” she said.

“The kids have been around the world many times, and understand the importance of being American and representing our country well.”

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MARCH 2017

HEALTHCARELEADER

David Strong: Still Leading

by Listening President/CEO, Orlando Health

BY PL JETER

On April 9, David Strong, FACHE, will celebrate his second anniversary as president and CEO of Orlando Health, a labyrinth healthcare system that turns 100 next year. Already, his peers have acknowledged Strong for his work, including ACHE’s presentation in January of the Distinguished FACHE Service Award: Excellence in Healthcare Leadership.

Orlando Medical News caught up with Strong, who said when joining Orlando Health that his top priority was to “listen, listen, and listen some more.”

OMN asked him for an update as he nears the 2-year mark.

“Still listening. Without a doubt,” he said. “We want to be a great place to work.

We need to be easier to use. We need to grow. If you look at our footprint, we have nine ambulatory or outpatient sites and a lot more physician practice sites. By the end of this year, we’ll have 21 sites … urgent care, free standing Emergency Departments, surgery centers. By the end of 2019, that number will be 51.”

With a couple years on the job, what aspects have surprised you?

Which ones have been challenging?

No surprises. We’ve had a couple of great years. It’s confirmation of our amazing physicians, extremely talented and caring team members, volunteers and donors.

The most challenging event was handling victims of the Pulse nightclub tragedy at our downtown facility, which typically sees some 14 traumas every day. One of our trauma surgeons said it best: it was the best and worst day of his life. It was horrific to see the bloodshed. As bad as the circumstances were on that milestone day, it was rewarding to see the response of love and care and compassion to such a hateful act.

As a result, we’ve spoken about the way our organization handled this traumatic event all over the country.

Upon hiring, you mentioned a goal to pursue excellence. In what ways have you made inroads?

Our strategic plan is called the pursuit of excellence, and we’ve come up with six imperatives. Quite simply, it’s my desire for Orlando Health to be an irresistible place for people to work. No matter where you’re working in America, if you’re in healthcare, you could say ‘I wish I could work at Orlando Health’ and I’d be very happy.

We want to enhance ease of use so that you don’t have to register multiple times for different services. It’s got

to be easy. We just added a feature, “In Quicker,” where you can now book your ER visit online so potentially you can wait at home rather than the ED waiting room.

We’ll continue to work to be more affordable. Ambulatory sites are also about affordability. It’s less expensive to provide and receive care at ambulatory sites than in the hospital. As I mentioned, we plan to have 51 sites by the end of 2019. We opened one recently in Spring Lake near Dr. Phillips Hospital. That’s our first one, with internal medicine, cardiology, orthopedics, pulmonary, obstetrics and gynecology, and pediatrics. Our idea of a site is a self-contained health pavilion that’s almost like a hospital without hospital beds – and better parking. We’ve broken ground on the next one in the Horizon West area.

Also, we’ve broken ground on two mini versions in the middle of and also south of Lake County. More are planned in both north and south Orange County.

We want to be accessible in communities, and come up with virtual ways to embrace quality and safety. The word ‘embrace’ is purposeful because we want quality and safety to be part of everything we do.

We want to earn physician loyalty.

We want to strengthen economics and drive growth and innovation. Those are all framed as a part of our strategic plan.

We want to be recognized in the top decile from a quality perspective of health systems across the country.

What other projects are taking precedence?

The Lakeland expansion project, ambulatory growth and developing partnerships with physicians. In October, Lakeland Regional Medical Center is going to become part of Orlando Health.

The geography is a little bit broader than just beyond Orlando. At the same time, that’s a 55-minute or hour-long drive versus jumping on a plane every week.

What do you enjoy most about the job and living in Orlando?

The people! That’s both at work and at home. Also, the lifestyle has been outstanding for me and my family. One of my sons was on the water on Christmas Day. How do you beat that, right? We were on the water when we lived in North Carolina, but it was frozen. Not quite the same thing. The schools for my kids – a sophomore and a sixth grader – have worked out extremely well. Grace and I have two sons in college now, one in Virginia and one in North Carolina. We see them as often as we can. Life is good here.

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Supporting Bill to Drop MoC Requirements, continued from page 1 community,” said Gonzalez, whose wife is also a physician. “The current law makes it extremely burdensome for physicians to access the full complement of insurance programs and hospitals throughout the state. By doing so, it interferes with patients’ abilities to access those physicians and hospitals. Oklahoma has taken some innovative steps to make sure that Maintenance of Certification and board recertification wasn’t used as a condition for privileges, participation insurance programs and licensure. I thought it was time for Florida to take a similar step.”

Jason Pirozzolo, DO, director of sports medicine and trauma for Orlando Hand Surgery Associates, said the bill would remove the mandate for physicians to abide by arbitrary Maintenance of Certification standards “dictated by private special associations run by highly-paid board members that do a poor job of representing their constituent physicians and their unique practices.”

“Physicians have long supported the State Board licensure requirements of Continuing Medical Education,” said Pirozzolo, also an assistant clinical professor at Florida State University, a diplomate for the American Board of Family Medicine and National Board of Physicians and Surgeons, and a member of the Florida Medical Association (FMA) Board of Governors. “In fact, most doctors surpass this minimum requirement.

Physicians also support the initial board certification process, which is typically accomplished by successfully completing a rigorous post-residency fellowship training program and passing the corresponding initial Board Certification exam.”

FMA, American Medical Association and more than 20 other medical associations have passed formal resolutions against Maintenance of Certification, Pirozzolo said.

“Resolutions eventually lead to legislation,” he emphasized. “In Oklahoma now, physicians are allowed to choose to take part in the ABMS proprietary and self-created Maintenance of Certification programs, or an alternate Maintenance of Certification pathway provided by competing specialty boards. This competition allows physicians to maintain certification through a pathway that better suits their individual practice.”

Various Boards of Medicine certification examination groups nationwide and specialty societies have benefitted the most

by Florida’s current Maintenance of Certification environment, Gonzalez said.

“Certification boards get greater participation in their programs in improving that co-dependence between the board certification process and the organizations … to the tune of millions of dollars,” he said. (Cumulatively, 2015 Maintenance of Certification standards will cost physicians $5.7 billion over 10 years, according to an industry study). “They’re the greatest beneficiaries of this out-of-control freight train.”

Hospitals and large multi-specialty practices also benefit, noted Gonzalez.

“It’s a very easy way to claim they’re maintaining quality by making sure physicians are board-certified,” he said. “It’s like a crutch.” He also noted that hospitals routinely measure quality by gauging physician performance. “They measure outcomes, so all those things are still in order.”

Gonzalez shared the example of a physician who decided not to seek recertification. “Perhaps his hospital didn’t require board recertification and he decided for some reason to let it drop,” he explained. “He’s been practicing well, a fine physician. Then he moves from his community to another and he’s suddenly restricted because so many hospitals are requiring that Maintenance of Certification or recertification.”

Even though action hasn’t been taken, Gonzalez has heard conversations about certification being a prerequisite for participation with certain insurance companies.

“Ostensibly, it gives them the false reassurance that perhaps they’re getting higher-quality physicians by making this a requirement for participation,” he explained.

HB 723 does absolutely nothing to prevent primary board certification, said Gonzalez, who doesn’t anticipate strong opposition. “Support has been phenomenal,” he said. “We’ve gotten so many testimonials, letters of support, letters of encouragement, phone calls. You can really sense the frustration among the physician community by their overwhelmingly positive response to this bill.”

The greater hurdle may involve passage of HB 723 in the Senate, Gonzalez pointed out. “Only because no doctors serve in the Senate. It’s a lot easier to explain these very technical issues to member colleagues,” he said, referencing two other physicians who serve in the State House of Representatives and have helped explain the fine points to House colleagues.

If this legislation passes, said Pirozzolo, physicians will no longer be required to travel across country and sit for very expensive, high-stakes recertification exams that frequently involve testing material completely irrelevant to their individual practices.

“At its heart, this bill simply parallels the ideologic principles of our legislative leadership in Tallahassee,” said Pirozzolo. “It transforms the current monopolistic physician certification system into a free-market certification system that forces competing boards to re-invent the way physician education and certification is offered.

It re-invigorates the competitive self-education of physicians. It reduces arbitrary and costly regulatory burdens on physicians, thereby reducing physician burnout and ultimately increasing access to care.”

Central Florida Physicians’ Legislative Agenda SUPPORT:

Direct Primary Care – Less Paperwork, More Care – SB 240 (Lee) and HB 161 (Burgess) - One of the most promising developments in health care delivery in recent years has been the Direct Primary Care (DPC) movement. A growing number of primary care physicians nationwide are adopting this innovative model because they are frustrated by the excessive paperwork and regulatory burdens imposed by insurance companies. They are attracted to direct primary care because of their desire to spend more time with patients.

DPC is an alternative to the traditional fee-for-service model in which patients are charged a simple, affordable flat monthly fee for comprehensive coverage of all primary care services. DPC physicians have been able to control costs by managing chronic illnesses and reducing administrative expenses. A growing body of evidence suggests that DPC leads to better patient care at a lower cost. The OCMS & SCMS strongly support legislation which would allow DPC

to grow by defining direct primary care agreements as a medical service outside the scope of insurance regulation.

Right Medicine, Right Time – SB 530 (Steube) HB 877 (Harrison) The OCMS & SCMS support efforts by patient advocates to ensure that appropriate prescriptive treatments are based on a physician’s recommendation. Each year, thousands of Floridians are subjected to “fail first” protocols, whereby insurance companies impose their own treatment decisions ahead of treating physicians’ medical judgment. This causes delays in care that can lead to unnecessary hospitalizations and sometimes devastating consequences for patients.

Florida needs legislation that allows physicians and patients to override step therapy protocols when deemed medically necessary and in patients’ best interests. In addition, if a patient is currently stable on a drug, step therapy should not be required to continue usage of that drug because of changes in a health care benefit or plan. Finally, the FMA supports shortening the amount of time for

a step therapy override to be granted. It is time to stop insurance companies from practicing medicine and getting in the middle of the patient-physician relationship. A recent report from the Annals of Internal Medicine found that, for every hour a physician spent seeing patients, another two hours were spent on paperwork. These excessive mandates have dramatically increased the cost of running a medical practice.

Retroactive Denials – SB 102 (Steube) HB 579 (Hager) The OCMS &SCMS support legislation that eliminates the ability of insurance carriers to retroactively deny Claims when they have provided a physician with authorization and the physician renders that service in good faith.

Maintenance of Certification – HB 723 (Gonzalez) The OCMS & SCMS supports legislation that prohibits maintenance of certification (MOC) as a condition for medical licensure, medical staff membership or participation in an insurance plan. While our organizations support the value of initial board (CONTINUED ON PAGE 7)

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Central Florida Physicians’ Legislative Agenda, continued from page 6 certification, continuing medical education and competency standards, the MOC process is not scientifically proven to judge ongoing competency and improved relevant performance for practicing physicians.

OPPOSE:

Independent Practice for Advanced Registered Nurse Practitioners and Physician Assistants The OCMS and SCMS are committed to a high-quality standard of care for all Floridians regardless of their economic status or health insurance coverage. We must protect the safety of Florida patients and ensure they receive care from the most qualified people trained to deliver that care. We firmly believe that high-quality care can only be achieved by a well-trained team of professionals under the supervision of a physician. Nonphysician practitioners are valuable members of the health care team but they are limited by their education and training. Physicians are the only members of the health care team who have the broad clinical experience and training to exercise independent judgment and provide overall direction of a patient’s care. Under certain circumstances it may be appropriate for a physician to delegate care to a lessertrained allied health professional, but only with proper supervision. We are committed to enhancing this collaborative team-based care approach and creating efficiencies in our health care system, but only if those efficiencies do not compromise the safety of Floridians. The OCMS & SCMS oppose any scope of practice expansion beyond that

which is safely permitted by a non-physician practitioner’s education, training and skills.

PIP Repeal – SB 156 (Brandes) – The OCMS & SCMS support maintaining the current automobile no-fault system due to the potential harm that can be caused to our emergency and trauma system in return for minimal financial relief for consumers. The Pinnacle study released last fall notes that drivers in Florida would save $82 a year with the repeal of PIP. However, without PIP or some other form of mandated emergency med pay coverage, more injured drivers and passengers would rely on commercial insurance to cover the cost of their medical care while they litigated fault in the accident. Most patients carry commercial coverage with far higher deductibles and co-pays that would have to be utilized for care currently provided under their PIP benefit. Emergency Physicians and On-Call Specialists would likely face increased unfunded care and extended delays in reimbursement as fault is determined in each accident. While the current PIP system is far from ideal, it does provide a relatively in-expensive medical benefit that contributes significantly to our current trauma care system.

ADDITIONAL ISSUES:

Workers Compensation Reform - Florida has the lowest Workers Compensation Patient Satisfaction scores compared to all of the states studied according to research from the Workers Compensation Research

Institute. Poor patient experiences in the Workers Compensation system leads to increased litigation. According to NCCI, 25% of injured workers seek legal representation to guide them through the system.

The OCMS & SCMS believe litigation can be reduced and return to work enhanced by providing greater access to quality care by addressing physician reimbursement, providing more freedom for patients to select their treating physician and ancillary services, and requiring insurance carriers to authorize or deny treatment within the statutory timeframes. Reimbursement for physician services in Florida is the lowest in the nation and due to carrier selection of treating physicians, actual reimbursement is often below Medicare levels according to WCRI. The statutory timelines for responding to treatment authorization requests should be tightened to facilitate timely provision of care and rapid return to work.

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Telemedicine – The OCMS & SCMS support expanded utilization of telemedicine services as a means of enhanced access to care and care coordination. We support a process where the Board of Medicine retains jurisdiction over the quality of care rendered to Floridians. We support measures to ensure telemedicine services are reimburseable from payers so the physician community can invest in the infrastructure to advance utilization of the technology.

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HEALTH INNOVATORS

Why SEMDA Comes to Orlando, continued from page 1 Surgicals by a neurosurgeon and Habeel Gazi, an Orlando resident. Their solution can be used by a neurosurgeon who is present or advising remotely, and it provides the operator with guided navigation to the target using the device and a CT scan. The device looks a bit like a shuttlecock for badminton but does so much more. It is a positioning system for neurosurgical probes that can make it more accurate than a freehand approach and does not require computer assistance. Traumatic brain injury on the battlefield, or at a rural hospital system without neurosurgeons are a few of the exciting possibilities.

Aviana is a cell phone based technology for lab testing and results. It is a miniaturized biosensor capable of attaching to a smartphone/smart device through Bluetooth or other wireless connections. The company’s diagnostic system is a simple-to-use, highly sensitive diagnostic platform that can accurately detect an infectious disease within 10-20 minutes. Since it is small, low cost, fast, and portable, it can be used in both time intensive situations and in non-medical areas, moving eventually to home use similar to current pregnancy tests.

KynderMed is working to change preterm labor intervention based on light technology. Their device, which has had

success in clinical trials, provides unobtrusive light as a woman sleeps that then lowers melatonin levels. The decrease in melatonin levels is tied to lower oxytocin levels, which leads to lower incidence of night time contractions and reduced preterm labor. Dr. James Olcese, an Associate Professor of Biomedical Sciences, Neuroscience and Biophysics at Florida State University, has focused his research on this circadian physiology. Light is much less invasive, more cost effective and safer than many of the current methods for preventing premature births.

When babies are born prematurely, there is a much higher rate of mortality, require more intensive and costly medical care, and are at risk for a lifetime of complications. This is an important area of research for the health of future children. iCloak brought a new cybersecurity innovation to SEMDA for medical entities and providers. The company started with the iCloak stick that, when inserted into a computer’s USB drive, accesses the web with anonymous networks to protect against threats, along with never accessing the hard drive. Eric Delisle, the founder, has developed an enterprisewide version on iCloak that does not require inserting a stick, and enables encrypted messages easily as well.

Alan Hamlett and Matt Belman,

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while obtaining their PhD in engineering at University of Florida, developed the technology behind FES-functional electronic stimulation-that has become Myolyn. Why is this important? Those with spinal cord injuries that have intact peripheral nerves can use this technology to enable them to keep atrophy, pressure sores, spasms, and decreased range of motion at bay. The stimulation is applied via electrode pads placed on the skin over target muscle groups. The electrical current stimulates the peripheral nerves in the muscle, causing the nerve to fire. Then the muscles contract, using the body’s own energy to perform functional movement.

Myolyn not only provides this equipment for professional rehabilitation centers but it also can be purchased for home use.

This technology can be used for multiple sclerosis, Parkinson’s disease, and even orthopedic post-surgical care. A mobile bike is also in development, giving more mobility options for patients, including pediatrics, with spinal cord injuries.

Five Central Florida medical innovations, and the winner was…Myolyn!

Best of luck Myolyn on your upcoming Atlanta pitch, we will be pulling for you!

To the other presenters and their companies, we expect to see your devices commercialized in the medical field soon. So proud of what we are doing in

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Orlando and the brilliant minds that are working on innovations every day!

Physicians, if you’re interested in partnering, piloting, or mentoring with these new companies, please send an inquiry to info@medspeaks.com.

UPCOMING EVENTS: The Office Practice & Community Improvement Conference ORLANDO, FL - APRIL 20-22 Learn more at: www.Ihi.org

Innovation in Sports Medicine & Human Performance ORLANDO, FL - APRIL 11 Learn more at: healthinnovators.info MedSpeaksTM showcases the most exciting experts, events and innovations in Central Florida by bringing together the state’s largest community network of Health Innovators. We have converged over 1,400 healthcare professionals including clinicians, entrepreneurs, and technologists to discuss and promote the problems facing healthcare today and the innovations reshaping the future. www.medspeaks.com

P M

Volusia County Medical Society’s Physician

General Meeting & Orlando Medical News Social M A S E R AT I A L FA R O M E O O F D AY T O N A D AY T O N A A U T O M A L L | | 1 4 5 0 N . T O M O K A FA R M S R D D AY T O N A B E A C H , F L 3 2 1 2 4

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MEDICAL MARKETING

SPONSORED BY

Physician, Brand Thyself – Or Suffer the Dire Consequences BY: JOHN NOSTA, FOUNDER OF NOSTALAB, DIGITAL HEALTH EVANGELIST

Of all the things that they forget to teach you in medical school, marketing is certainly one of them. And today, the dominance of social media and crowd-sourced ratings make it almost imperative that clinicians stay mindful of their reputation in the marketplace. Some people call it your brand. But between physical exams and insurance forms, this “clinical brand” may not ever get to be very high on your to-do list.

But don’t worry. I’ve called in a specialist--you can even call him the brand doctor.

Mark W. Schaefer is a globally recognized author, speaker, podcaster and business consultant who blogs at {grow}—one of the top five marketing blogs of the world.

He teaches graduate marketing classes at Rutgers University and has written six best-selling books, including The Tao of Twitter (the best-selling book on Twitter in the world) and The Content Code, named by Inc. magazine as one of the top five marketing books of the year, and his new book KNOWN: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age. Mark also wrote the classic first book on influence marketing, Return On Influence.

So, put down your stethoscope and log into one of your social media accounts...

John Nosta: Let’s start with understanding just what is a personal brand and its components.

Mark Schaefer: I’ve done research for the last few years to discover how people become known in the world. Part of that research involved interviews with nearly a hundred people from around the world in varying fields (including medicine). And I found that every person, in every field, in every region of the world followed the same four steps gain an advantage through their personal brand.

Briefly, those four steps are: • identifying a sustainable interest (what you want to be known for).

• finding an un-contested space on the web.

• creating consistent, meaningful content.

• building an actionable audience.

Nosta: How does branding apply to the healthcare professional?

Schaefer: I think that every professional can potentially have a sustainable competitive advantage by being known. It’s kind of word-of-mouth on steroids. Where do you want to go next with your career?

Attract more patients? Be named to a prestigious board? Maybe write a book or speak someday? To do that, you have to be known.

Nosta: At the core is the “position.”

How can a HCP focus around a unique selling proposition?

Schaefer: I have a new angle on the ORLANDOMEDICALNEWS

.COM

“selling proposition” in the book. I don’t think people want to be “sold to” any more. They buy from those they know, like and trust. So how do we do that today on the internet? By using technology to create an emotional connection with people. By helping them, serving them, maybe even entertaining them. Instead of “selling,” I think the operative word is “helping” today.

Nosta: Let’s talk technology. How can HCPs leverage social media to help establish and grow a brand? (Is this going to hurt?)

Schaefer: If it “hurts,” it’s not going to work. That’s why I focus so much on this concept of the “sustainable interest” in the book. Developing a personal brand in the digital age requires that you love

what you’re doing because if you don’t it’s going to show! So it makes sense to really think this through and not simply follow a “passion” (as so many gurus suggest!) but to have a real plan that will give you the very best chance of success.

If you find a system and a rhythm that works for you, you’ll be able to develop something consistently because it does take time and patience to make this work.

Nosta: It seems like there’s a lot of frustration and myths about social media.

Let’s try to put them into perspective Schaefer: I think there are two things that overwhelm people. Number one is the rate of change. How do I keep up with this stuff? The first thing to do is find a content

type that you enjoy (like writing or video) and stick with just that one thing for at least a year. Build an audience in one to two places like Facebook and Twitter. That’s it. Just concentrate on that one small step.

The other thing that overwhelms people is the regulatory aspects. I have several examples from regulated industries in the book and it really can work. Just look at social media as an extension of yourself. You don’t break rules or violate patient privacy in real life. Why would you do it online? Just do what comes natural--help, serve, explain.

Nosta: Do you have a short case study or example of success in this category?

Schaefer: I know of this pediatrician who wanted to establish a presence on the web to do one thing: educate people in her community to get inoculated. And it was that single-minded vision that allowed her to focus and maximize her efforts. She had a of success using content on the internet to reach those individuals with that information. You see, being known is different from being famous. It’s not about millions of fans and red carpet appearances.

It’s about being intentional about your reputation and web presence so you can achieve your goals. So, the bottom line is to focus and enjoy the ride.

For information on physician marketing and social media support, please contact Kelli Murray at 407-754-5526.

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MARCH 24 BUSINESS LUNCHEON 11:30 AM-1:30 PM @Village Walk at Lake Nona Town Center, Sponsored by Village Walk APRIL 12 BREAKFAST CONNECTIONS 8:00 AM-9:30 AM @Lakehouse (13623 Sachs Ave) Coffee sponsored by Canvas Breakfast Connections are the 2nd Wednesday of each month. Business Luncheons are the 4th Friday of each month

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CURE THE INCURABLE. INCURABLE Someday Starts Today

Happy Doctors Day. 17-CHN-01113 Orlando Medical News March 2017 Doctors Day 2017.indd 1

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With an insatiable desire to save lives. With a tireless dedication to help others reach their full potential in mind, body and spirit. We thank those who use their extraordinary skills of healing and compassion to redefine the healthcare experience for our community and beyond.

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