Orlando Medical News May 2015

PROUDLY SERVING CENTRAL FLORIDA

May 2009 2015 >> $5 December

PHYSICIAN SPOTLIGHT PAGE 3

The Challenge: Getting Paid This partner in patient receivables doesn’t get paid until hospitals save money

Tully Patrowicz, MD ON ROUNDS

By JULIE PARKER

Population Health Advances

As the American culture shifts to grind more financial responsibility onto patients, hospitals are facing more costly hurtles.

A few sobering facts: 81 percent of true self-pay responsibilities are never recovered; 75 percent of patient responsibilities are never collected; and selfpay is the third most frequent payment method after Medicaid and Medicare.

On average, only 10 percent of patient receivables is collected at the time of service. More than half of all bad consumer debt relates to medical bills, leading an unprecedented number of patients to file for bankruptcy protection.

“Hospitals have been dealing with self-pay for some time, but not in the volume or dollars we see now,” said Sheila Schweitzer, CEO of PatientMatters, a 30-year veteran in healthcare administration – half on the payor side; half on the provider end.

“The cash at stake is substantial and harder to collect than a third party. It’s imperative to have a patient receivables strategy in place, or

Physicians are buzzing about the new healthcare paradigm ... 16

(CONTINUED ON PAGE 4)

Changing Trends in Medicine

Dr. Tom Dooley Foundation to be highlighted at AAPS annual awards dinner ... 9

Five Ways Millennials Have Shaken Up Healthcare They prefer alternative to single-source, PCP favored by older generations

By JULIE PARKER

ORLANDO--The most powerful demographic group – millennials, ages 21-32, empowered by advances in technology – are turning America’s healthcare landscape upside down.

In a recently released survey commissioned by PNC Healthcare, more than 5,000 participants nationwide explored the impact of patientcentered care among various age groups, including millennials, Generation X or Gen-Xers (ages 33-49), baby boomers (ages 50-71) and seniors (72+). The most significant finding: online shopping for doctors, (CONTINUED ON PAGE 6)

ONLINE: ORLANDO MEDICAL NEWS.COM

WINTER SPRINGS MEDICAL OFFICE SUITES (5) AVAILABLE Satellite Office Space for Neurology, Psychology, or Psychiatric Practices Winter Springs Town Center | Convenient Parking | Easy Access to SR 417 Includes Internet Access & Basic Messaging Service | Office Customization on a Split Cost Basis

CALL RICHARD (407) 699-1862 X-301 | RFSCHILKE@SUREFIRESYS.COM PRINTED ON RECYCLED PAPER

PRSRT STD U.S. POSTAGE PAID FRANKLIN, TN PERMIT NO.357

YOU SPEND YOUR TIME TAKING CARE OF OTHERS...

Treat Yourself To

ELITE New Airstream Travel Trailers from $44,995 or $329 per month.

RELAXING

ADVENTURE 860 West Fairbanks Avenue, Winter Park, FL 32789 407-409-7707 • www.rvone.com

2

>

MAY 2015

New Airstream Touring Coaches $139,500 or $745 per month.

Airstream represents superior quality since 1931. Airstream builds the highest quality travel trailers and touring coaches in the world, and they only select the highest quality dealers to represent this American icon.

Travel Trailer Video

Orlando RV is the area’s ONLY authorized Airstream dealer.

Touring Coach Video

Open 7 days a week.

orlandomedicalnews

.com

PhysicianSpotlight

Tully Patrowicz, MD Ophthalmologist, Sumter Vision Center

By JEFF WEBB

SUMTERVILLE - It’s not every day you come across an octogenarian who is still working part-time. And it is even more uncommon to find one who is a practicing physician. But it is downright rare to find an 83-yard-old ophthalmologist who has three jobs that keep him busy six days a week.

“I’m always happy to get a little time off,” quipped Tully Patrowicz, MD, who, when he’s not seeing patients in his private practice at Sumter Vision Center, treats inmates at the federal penitentiary in Coleman and cares for veterans at the VA Medical Centers in Orlando and The Villages. “All these jobs add up to a fulltime job,” said Patrowicz, adding that he has no plans to slow down. “I’d like to be productive as long as I can.”

Indeed, Patrowicz has been productive, for himself and many others, during his six-or-so decades of professional and public service. Earlier this year he was honored as the founder of We Care of Lake County, a program that recently celebrated its 20th year of volunteer speciality physicians providing care to uninsured and under-insured residents.

In 1994, he was on the board of directors of the Lake-Sumter Medical Society and recognized the need to “help those who were falling those through the cracks…People who were too well off for Medicaid, but not well-off enough to have their own insurance or working for an employer who could provide insurance,” he said. Patrowicz, who was serving on the board of the North Lake County Hospital District at the time, gathered private and public support for financing the program, which was modeled after an initiative put forth by the Florida Medical Association, he said. “We got 100 physicians to sign up right off the bat, and then it grew to 200 physicians and 30 dentists, and the hospitals agreed to provide services gratis, too. It really took off,” said Patrowicz. The Lake County Board of County Commissioners, the United Way and a network of private philanthropists now fund the program.

“To me, it’s what medicine should be all about – healthcare for everyone. No matter their circumstances, (we) need to take care of them. And if they can’t afford it, you still take care of them,” said Patrowicz.

That dedication to patients was extolled by Carol Millwater, executive director of We Care of Lake County. “Though I didn’t have the privilege of meeting Dr. Patrowicz in his younger years, I can only imagine what a powerhouse of energy, passion and determination he must have been. He is the consummate professional, has always had his finger on the pulse of community medical needs, and holds a higher standard for the greater good,” said Millwater. “Because of his vision, (We orlandomedicalnews

.com

Care) continues to flourish as an important safety net for those who cannot afford specialty medical care.”

That brand of public service, Patrowicz said, “has played a vital role in my life.

Why? Unlike the practice of medicine, public service provides a broad base of concern for humanity’s well-being and is not solely dedicated to matters of health.”

Patrowicz’ public service also was diverse. He was appointed by then-Gov. Jeb Bush and served 9 years on the Florida Council on Arts and Culture. “I have always believed that physicians have much to bring to the public forum relating to life’s persistent questions involving social, economic and cultural concerns. Most physicians, by virtue of background and training, are uniquely attuned to the fundamental needs of people.

Public service is another important means of addressing the simple idea that life is mostly about others,” said Patrowicz.

That realization – that life is mostly about others – came very early in Patrowicz’ life, when he met and “fell corps perdu in love” with Connie Starin, at Bayside High School on Long Island, N.Y. Patrow-

icz grew up the only child of Edward Frank Patrowicz and Beatrice Lufkin Patrowicz.

His father, a musician known professionally as Eddie Patrowicz, had an illustrious career as a big-band trumpet player in New York City and traveled the world.

His mother was a talented pianist. Despite his parents’ best efforts, Patrowicz did not apply himself to music. “My father told me that one day I’d be sorry I didn’t practice music. The truth is that I am sorry every day,” he said.

Just before Patrowicz graduated from Columbia University in 1953, he vetoed his parents’ worries that he was not yet

able to support a wife financially.

“We took matters into our own hands and eloped,” he said. After he graduated, the happy couple moved to Memphis, where he enrolled at the Southern College of Optometry. Upon graduation, they moved to Indiana for more training at Indiana University.

In 1958 they moved to Florida, where he had not visited since he was a senior in high school, with the intent of establishing an optometry practice in Ft. Pierce. He soon concluded that “optometry was limiting what I was capable of doing. It was not very satisfying,” he said.

“I did not want my practice to be commercial, and commercialism was rampant in the community,” he said, so he started teaching math and science in public schools, eventually applying to medical school at the University of Miami. After earning his MD in 1968, he headed north to complete his residency at the University of Florida. He was planning to move to Vero Beach, but a patient urged him to open a practice in Lake County. “She said they were desperately in need of an ophthalmologist in the area of Mount Dora and Eustis. When I looked into it she was right, there was a real need…And the area (CONTINUED ON PAGE 4)

$290 MILLION =

COST OF CARE DUE TO PATIENT “NONCOMPLIANCE” IN 2013*

15% the United State’s Annual Health Care Cost* Cost of Medication was the Largest Factor Stated** Brand Name Medications are Outrageously Expensive** Economically Challenged Patients and the Elderly on Fixed Incomes are Prone to Non-Compliance**

HOW CAN YOUR PATIENTS SAVE UP TO 90% ON YOUR PRESCRIPTIONS?

Lets do it together!!

Thomas Armour 407-715-2152 tom@realmedsaver.com | http://www.RealMedSaver.com *.http://psychcentral.com/blog/archives/2013/05/02/medication-compliance-why-dont-we-take-our-meds/ ** http://www.pharmatherapist.com/articles/4-key-reasons-for-medication-non-compliance

MAY 2015

>

3

The Challenge: Getting Paid, continued from page 1 bad debt and charity care will continue to skyrocket.”

David Shelton, COO of PatientMatters pointed out the predicament: “The challenge we must address is helping our hospitals adapt, and adapt quickly.”

For Schweitzer, PatientMatters was preceded by CareMedic Systems Inc., a healthcare technology revenue cycle firm with 1,600 hospitals and 1,000 ancillary facilities at the time it was sold in 2009.

CareMedic successfully brought to market the first enterprise class revenue management system: the electronic Financial Record (eFR).

“Even though we focused on thirdparty billing and management, it became very obvious that patient receivables would be the next big challenge,” said Schweitzer, noting that in 2007, only 4 percent of revenues were coming from patients. By 2011, patient revenues averaged 32 percent. “The problem was growing really fast. Hospitals and physicians just aren’t accustomed to healing patients and then asking for money. We felt there had to be a real behavior change of hospital staff and patients to improve the collection ratio of patient receivables.”

Schweitzer and her executive team researched the market and couldn’t find a company with the technology infrastructure that adequately supported the data needed to convert patients’ complexities

PhysicianSpotlight

Tully Patrowicz, MD, continued from page 3 was beautiful,” he recalled.

Since 1972, Patrowicz has served thousands of patients – some span three generations – and he has done so at his own stride. “My philosophy has never been to try to see as many people as the day would allow. I would work long hours, but never would I rush people,” he said. “I see a trend now, because of the way reimbursements are made, that physicians are feeling more and more squeezed by the demands of insurance companies and the federal government. There is an emphasis on how many people they can see. I will not do that. That is neither in my patients’ or my best interests.”

As busy as he has been, Patrowicz has made time to pursue personal hobbies, which include boating (he sailed for most of his life, but now has a trawler) and wood-working (building cabinets and tables inspired by George Nakashima). He’s also answering the long-ago plea of his parents by self-teaching piano. “You’re never too old to learn,” he said.

But Patrowicz’ most cherished accomplishment has been his family, which includes three children and five grown grandchildren, and his 62-year marriage to Connie. “My marriage has been the most important thing in my life. Nothing surpasses that. If you have to put things on a list, that would be far and away number one.”

4

>

MAY 2015

around their coverage.

“We found that even the tightest-run patient access departments are having difficulty getting their arms around the evolving patient receivable,” she said. “The fact is, though healthcare reform may be a notable accelerant, the issue runs much deeper. Hospitals are seeing their revenue sources change completely as patients leapfrog private insurance (as) the thirdlargest payor.”

Before opening PatientMatters, Schweitzer made two strategic acquisitions, including MASH (Medical Advocacy Services for Healthcare), a Medicaid eligibility service since 1988, and Kramer Technologies, a technology firm.

“We took our time to really understand our market and hone our training, communications and processes to satisfy the hospitals and the patients,” she said.

“We’re very bullish on where we are.”

Since the firm opened in 2012, revenues have reached $25 million and employment tops 200. Based in Orlando, with offices in Houston and Ft. Worth, Texas, PatientMatters has hospital partnerships across the United States. The most recent hospital contract inked was St. Luke’s Cornwall Hospital, with campuses in Newburgh and Cornwall, NY. “We guarantee cost savings,” said

Schweitzer. “We put resources on staff at the hospital. We only generate revenue after the hospital has seen an improvement. We’re not subscription- or feebased. We actually align with the hospital.

We only win when they win.”

PatientMatters focuses strongly on the unique market of community hospitals, which cannot afford to have high patient receivables to continue to provide a sustained high level of care.

“We feel so strongly that community hospitals are vital to this country,” said Schweitzer. “They’re usually the largest employer in the community and provide very good care. We worked on modeling our processes and approach for that midtier market.”

PatientMatters places personnel with significant hospital operations experience in contracted hospital roles such as executive director of patient access and patient advocates.

“We bring in statements we’ve carefully and thoughtfully designed with great input from focus groups of patients,” she explained. “On the back of the statement, we describe what everything means. We bring in many programs to help patients find ways to pay their bills. We find that most patients want to pay their bills if they understand what they’re being charged.”

When PatientMatters co-sponsored Orlando’s first annual C3 CFO Summit held mid-January at the Waldorf Astoria, 12 CFOs representing 27 hospitals in nearly a dozen states discussed their most immediate cash flow concerns.

“All hospitals struggle with the same patient receivables issues, whether expansion, community, or part of a large healthcare system,” said Schweitzer. “The biggest surprise of the summit was the lack of education of the patient on the financial aspects of medical care. Hospitals and caregivers have been put in the position of educating the patient around their insurance benefits. Hospitals don’t really like it.

They weren’t anticipating assuming that role, but they’ve had to. The insurance exchanges are very confusing.”

Fred Brown, chairman of Fred L. Brown & Associates, noted the conference-themed Courageous CFO Conversations “presented attendees with an unstructured, spirited discussion about the big financial issues facing hospitals today.”

“Sponsors invested the time and money to sit down and ask the tough questions,” he said. Nixon Peabody and PNC Bank were also event co-sponsors. “The attending hospital CFOs responded with enthusiasm. It was a risk that most companies would be unwilling to take. It was dynamic.”

The late Robin Williams said “Spring is nature’s way of saying “Let’s Party!”

DAWN RIVERA CELL: 407-280-0892

• We become distracted, dreamy, smitten & energized… Spring Fever.

• A Biological awakening screaming sunshine, less clothes & beaches.

• Employee Call-Outs Follow… Do you have a Staffing Solution?

Arbor Phone: 1-800-634-1958 Dawn @Arborstaff.com www.arborstaff.com

You need a staffing support system in place!!

Introducing, True Health.

True Health is a private, non-profit health care organization in Central Florida, making healthcare as seamless and comfortable as possible. We house many services under one roof to save our patients time and money.

As a healthcare provider, we are constantly looking for devoted and compassionate professionals to join our team. Experience the benefits of working with True Health!

• • • •

Robust work-life balance Coverage through the Federal Tort Claims Act (FTCA) Comprehensive Continued Medical Education (CME) Generous paid time off

• Numerous paid holidays • Convenient locations throughout Central Florida • Tuition reimbursement • Discounted healthcare services

Contact our team to see how True can work for You!

email HR@mytruehealth.org or Call 407-322-8645 today!

www.mytruehealth.org orlandomedicalnews

.com

AFTER SHE INTERVIEWED A REGIONS BUSINESS BANKER, she took a good look at our references.

You should too.

You want exceptional talent on your team – which is why you should interview a Regions Business Banker. When you do, make sure you ask questions that get to the heart of the matter.

1 What feedback do you get about your responsiveness and personal service?

2 How will you position yourself as a trusted extension of my management team?

3 How have you worked with clients like me to achieve their financial goals?

4 What can you do to show me that Regions is known for customer satisfaction?

We’ll have some compelling answers for you. Plus, recognition from J.D. Power, which awarded us “Highest in Customer Satisfaction with Small Business Banking in the South Region.*” So interview a Regions Business Banker today to learn how we can help your business move forward, now and down the road.

For an interview with a Regions Business Banker, call 1.800.833.9776 or visit us online at regions.com/interview.

© 2015 Regions Bank. All loans and lines subject to credit approval. *Regions Bank received the highest numerical score in the South region in the proprietary J.D. Power 2014 Small Business Banking Satisfaction Study.SM Study based on 8,996 total responses, measuring 9 financial institutions in the South region (AL, AR, DE, DC, FL, GA, KY, LA, MD, MS, NC, OK, SC, TN, TX, VA, WV) and measures opinions of small business customers with annual revenues from $100,000 to $10 million. Proprietary study results are based on experiences and perceptions of customers surveyed in July-September 2014. Your experiences may vary. Visit jdpower.com. | Regions and the Regions logo are registered trademarks of Regions Bank.

The LifeGreen color is a trademark of Regions Bank.

orlandomedicalnews

.com

MAY 2015

>

5

Five Ways Millennials Have Shaken Up Healthcare, continued from page 1 web-based diagnostic tools and research about treatment options have a role in healthcare decisions for millennials, replacing the single-source, primary care physician (PCP) favored by older generations.

“As millennials overtake boomers as the nation’s biggest consumer buying group, they will expect more efficient ways to make healthcare payments via digital channels that are consistent with their experiences in other industries,” said Shane Print, vice president of PNC Healthcare for Florida, Alabama and Georgia. “It’ll be important for payers and providers to work together to meet these payment expectations by progressing further along the technology continuum, especially considering that much of the growth in the healthcare payments industry has been driven by a rise in patient responsibility.

Those insurers and healthcare providers that thrive will be those that adapt sooner

than later to the preferences of this fastpaced, technology-driven generation.”

Growing trends among the millennials that are driving change in healthcare include: Speedy delivery When it comes to the drive-thru generation, millennials prefer retail (34 percent) and acute care clinics (25 percent) double that of boomers (17 and 14 percent, respectively) and seniors (15 and 11 percent, respectively). On the flip side, seniors (85 percent) and boomers (80 percent) visited their PCP significantly more than millennials at 61 percent.

In Florida, Print noted that urgent, specialty and retail clinics over the last four years have grown dramatically.

“Quick Care” availability has been recognized as a top priority by many healthcare organizations, and even large retailers and several pharmacy chains. Millennials ex-

pressed concern about this method of care and the quality of the patient’s care, based on who’s consulting with the patient (level of education), possible lack of patient’s accurate healthcare background, and pressure of being a “quick appointment.”

Word-of-mouth marketing Nearly 50 percent of millennials and Gen-Xers use online reviews, such as Yelp and Healthgrades, when shopping for a healthcare provider, compared to 40 percent of baby boomers and 28 percent for seniors.

“The timely management of social media is critically important to the growth and success of healthcare,” said Print. “Bad patient reviews can come too easy, so making sure positive reviews greatly outnumber the negative ones is a constant challenge for all practices. Getting happy patients engaged with sharing their positive experience will continue to

2016 CFMGMA RENEWAL

Primary Resource for Resolution of Issues Impacting Physician Practice Management Never Pay Registration Fees for Educational Again. Don’t Let Another Year Pass!

Visit Our Improved Website www.cfmgma.org • Enjoy Online Registration - Payment - Improved Contact & Communication.

CFMGMA MEETING JULY 8, 2015

Winter Park Civic Center Jeff Holt, VP, Senior Healthcare Business Banker, PNC Bank and his team on How to Protect a Practice from Embezzlement and Fraud! Register cfmgma.com

6

>

MAY 2015

be important for a practice’s success.”

Kick the tires online before buying Half of millennials and 52 percent of Gen X-ers checked online information about their insurance options during their last enrollment period, compared to 25 percent of seniors, who prefer printed materials (48 percent) or a company representative (38 percent) before selecting their plan.

Good faith, upfront estimates One of five people surveyed by PNC listed unexpected/surprise bills as the No. 1 billing-related issue. With out-of-pocket costs on the rise, millennials are more inclined (41 percent) to request and receive estimates before undergoing treatment.

Only 18 percent of seniors and 21 percent of boomers reported asking for or receiving information on costs upfront. Unfortunately, 34 percent noted the final bill was higher than the estimate; only 8 percent reported a bill lower than estimate.

“What we’ve found with our clients in the southeast is that healthcare practices are now more motivated than before to improve the patient’s experience around billing, payment plans, and care and insurance coverage education due to the need to comply with healthcare reform requirements and for the sake of improving the profitability of the practice,” added Print.

Kicking care down the road.

All age groups agreed that medical care is too expensive (79 percent) and healthcare costs are unpredictable (77 percent). But more than half of millennials (54 percent) and Gen-Xers (53 percent) reported delaying or avoiding treatment because of cost, compared to seniors (18 percent) and boomers (37 percent).

“What we’ve found locally,” added Print, “is that with many patients neglecting their care due to costs, practices are addressing this issues by offering free/low cost healthcare clinics, healthcare education, and automated patient payment programs.”

PNC Healthcare is a member of The PNC Financial Services Group Inc. The survey was conducted by Shapiro+Raj in January.

orlandomedicalnews

.com

Veronica Schimp, DO, FACOG

Rosa Ovarian Cancer Survivor

What exactly is Personalized Cancer Care? Every individual is unique, and so is every cancer. We understand what makes your cancer unique and we develop the treatment plan that fits your cancer — and your life.

That’s what personalized cancer care means.

THE ONLY CANCER CENTER OF EXCELLENCE IN CENTRAL FLORIDA Contact us for a next-day appointment.

Call 321.843.7770 or visit UFHealthCancerOrlando.com JRG-10621-OMN (Rosa) Full.indd 1 orlandomedicalnews

.com

4/21/15 11:14 AM

MAY 2015

>

7

Is Your Office Ready For EMV in October and Can Your Office Survive Credit Card Fraud?

By DAVID BENOIT

Beginning in October 2015 all medical practices must be EMV Compliant or they run the risk of being 100 percent at fault for any credit card fraud initiated from their office. The new EMV policy places the onus on the doctors office rather than the credit card processor if any fraud is committed. Therefor it is imperative to be EMV compliant before October 2015.

EMV is the new standard set of specifications for smart card payments and acceptance devices. These new standards are set to be officially implemented October 2015. EMV stands for Europay, MasterCard and Visa and were developed to define a set of requirements to ensure interoperability between chipbased payment cards and terminals.

Today, EMVCo manages, maintains and enhances the specifications. EMVCo is owned by American Express, Discover, JCB, MasterCard, UnionPay, and Visa, and includes other organizations from the payments industry participating as technical and business associates.

The United States is one of the last countries to migrate to EMV chip technology due to the tremendous cost to upgrade merchant terminals, POS systems

and ATM machines. American Express, Discover, MasterCard and Visa have all announced plans to be ready for October’s deadline. But, are you ready?

How Do I Get Ready for EMV? Now is the time to begin to adopt EMV protocol, ahead of the October 2015 deadline. EMV compatible terminals are now available and can be implemented in your place of business. Start

planning to replace your current terminal, whether hardware, virtual or computer-based systems.

If you have had the same terminal or software longer than 2 years then you are probably not compliant. Your processing rep or bank should have contacted you by now, if not then they may not want to eat the cost of a new system for you. After all, come October they are off the hook if there is a fraud committed in your office. It’s now

your responsibility. Contact a reputable card processor and begin the switch now.

Regions that have transitioned to EMV already have seen drastic reductions in fraud losses. As the amount of fraud continues to rise in the U.S., switching to the new payment technology is inevitable to provide a more secure environment for your patients to pay for appointments, medications and other services.

The biggest benefit of EMV is the reduction in card fraud resulting from counterfeit, lost and stolen cards. EMV also provides interoperability with the global payments infrastructure – consumers with EMV chip payment cards can use their card on any EMV-compatible payment terminal. EMV technology supports enhanced cardholder verification methods and, unlike magnetic stripe cards, EMV payment cards can also be used to secure online payment transactions.

How does EMV work?

EMV cards include a secure microprocessor chip that can store information securely and perform cryptographic processing during a payment transaction.

EMV cards carry security credentials that are encoded by the card issuer at person(CONTINUED ON PAGE 10)

O F F I CI A LLY LI CENS ED ®

CANCER-15-24495

2015 ANNUAL MEETING JUNE 27-28, 2015 - ORLANDO, FLORIDA

Florida Hospital Cancer Institute’s Best of ASCO® Meeting A program licensed by the American Society of Clinical Oncology The Florida Hospital Cancer Institute is proud to bring the highlights of the ASCO Annual Meeting to Orlando, Florida through its licensed Best of ASCO® meeting, to be held on June 27-28, 2015 at the Hyatt Regency Grand Cypress, Orlando, Florida.

Sponsored by:

Scan with your mobile device to register

Presented by:

For more information or to register, visit FloridaHospitalCancerInstituteEvents.com or call (407) 303-1495, toll free to (800) 375-7761 x831-303-1945.

This activity has been approved for 8.25 AMA PRA Category 1 Credit(s)™.

ASCO is not the CME provider for this activity.

8

>

MAY 2015

Florida Society oF clinical oncology (FlaSco)

orlandomedicalnews

.com

Changing Trends in Medicine Dr. Tom Dooley Foundation to be highlighted at AAPS annual awards dinner

By JULIE PARKER

During the American Association of Physician Specialists, Inc.’s (AAPS) 2015 House of Delegates and Annual Scientific Meeting June 26-July 1 at the Hilton Clearwater Beach in Clearwater Beach, a very special guest will keynote the June 27 President’s Awards Dinner: Richard Lavely, MD, JD, MS, MPH, president of the Dr. Tom Dooley Foundation, an organization that provides medical supplies and training to hospitals and medical doctors in African countries.

According to Lavely, the recent Ebola epidemic’s death toll stands at 9,000 victims, with a projected total of 17,000. In his presentation, Lavely plans to share how the foundation has played an unprecedented role in curtailing and fighting the recent Ebola outbreak, and also highlight the progressive medical and leadership insights involving indigenous African healthcare and public world health.

Lavely’s insight is unique to the industry; his career has been multi-faceted.

After earning an undergraduate degree in math from the University of Notre Dame, he earned a medical degree from the University of Michigan. In the middle of his emergency medicine career, he earned a

New Board Certification Programs Also a conversation-starter at the American Association of Physician Specialists (AAPS) annual meeting: new board certification programs. Prompted by physician and public demand, AAPS plans to unveil a board certification program for physicians who have leadership posts or are seeking CEO posts. Eligibility requirements to be board-certified in administrative medicine will be revealed this month.

Last November, the American Board of Physician Specialties (ABPS) – the third largest national organization certifying MDs and DOs – became the first multi-specialty certifying body to offer physicians board certification in integrative medicine. By mid-February, 121 integrative medicine physicians had attained board certification in the field as a result of successfully completing the initial board examinations, which emphasizes psychometrically evaluated testing and advanced testing, and also moral character and experience.

“These integrative medicine board-certified physicians are able to present themselves as doctors who incorporate the concepts of disease management, health promotion, illness prevention and healthy lifestyle into their medical practices,” said American Board of Integrative Medicine (ABOIM) Chair Randy Horwitz, MD, PhD.

law degree from the University of Connecticut, and completed business school at Harvard University’s OPM entrepreneurial program while also studying graduatelevel public health at Yale University.

Lavely continued to practice emergency medicine, eventually at five emergency departments in three states, while also practicing healthcare law. A Louisville, Ky., native, he has served as commissioner of the Connecticut Medicolegal Investigations Commission, senior vice president of Emedicine.com, and managing director

of Fairhaven Association. He’s the fourth president of the Dr. Tom Dooley Foundation, established in 1973 to fulfill the vision of Dooley (1927-1961) to provide medical care to the impoverished population of third-world countries. Norman M. Baker of the U.S. Navy described the foundation’s mission as people committed to helping those “who ain’t got it so good.”

Agenda Items The overall meeting objectives of the AAPS’s House of Delegates & Annual Sci-

entific Meeting: • Provide physician specialists with upto-date information related to Changing Trends in Medicine through continuing medical education (CME); • Plan and conduct business that will further strengthen the mission of AAPS, its affiliated Academies of Medicine and its Boards of Certification; • Provide a forum to discuss developing and emerging issues in medical specialties; and • Encourage collegial relations that enable individual members to pursue their professional goals’ participation in the association’s activities.

“Our 2015 House of Delegates & Annual Scientific Meeting in Clearwater is an opportunity for fellow Diplomates, members and other healthcare professionals to discuss up-to-date information on physician board certification and changing trends in medicine,” said AAPS President Ken Flowe, MD, FAAEP, MBA. AAPS is headquartered in Tampa and governs the American Board of Physician Specialties (ABPS), one of three nationally recognized multi-specialty organizations.

For more information on the event, contact AAPS at (813) 433-2277.

WE OFFER A COMPREHENSIVE APPROACH TO CHRONIC PAIN SPECIALIZING IN: Acute Pain • Chronic Pain Syndrome • Auto Injury • Worker Compensation

FEATURES INCLUDE: Epidural Injections • Medication Management • Nerve Blocks Radiofrequency Ablation • Vertebroplasty • Implantable Opiate Pumps Spinal Cord Stimulation both trials and permanent Michael Creamer, D.O. Downtown

Teddrick Dunson, M.D. Altamonte Springs

Carlos J. Placer, M.D. SandLake

Jorge Fernandez-Silva, M.D. Lake Mary

CENTRALFLORIDAPAINRELIEF.COM

683 Douglas Ave., Suite 101 Altamonte Springs, FL 32714 | 407-478-1510 • 100 W. Gore Street, Suite 500 Orlando, FL 32806 | 407-649-8707 7350 Sandlake Commons Blvd Suite 2212-A Orlando, FL 32819 | 407-363-9668 • 325 Waymont Court, Suite 111 Lake Mary, FL 32746 | 407-302-4770 Central Florida Pain Relief Centers are focused on providing relief for chronic pain with the proper use of pain medications and surgeries. Our group of caring professionals have the knowledge and experience to relieve your pain.Visiting a Central Florida Pain Relief Center will be your first step to living a pain free life.

orlandomedicalnews

.com

MAY 2015

>

9

Is Your Office Ready, continued from page 8

Central Florida’s ONLY medical practice dedicated entirely to wound care and hyperbaric medicine on a full-time basis.

alization. These credentials, or keys, are stored securely in the EMV card’s chip and are impervious to access by unauthorized parties. These credentials therefore help to prevent card skimming and card cloning, one of the common ways magnetic stripe cards are compromised and used for fraudulent activity. Second, in an EMV transaction, the card is authenticated as being genuine, the cardholder is verified, and the transaction includes dynamic data and is authorized online or offline, according to issuer-determined risk parameters. As described above, each of these transaction security features helps to prevent fraudulent transactions.

Third, even if fraudsters are able to steal account data from chip transactions, this data cannot be used to create a fraudulent transaction in an EMV or magnetic stripe environment, since every EMV transaction carries dynamic data.

And lastly, EMV can also address cardnot-present (CNP) fraud, with cardholders using their EMV cards and individual readers to authenticate Internet transactions.

Can EMV address card-notpresent fraud–for example, with Internet merchants?

Yes. For example MasterCard and Visa allow EMV smart cards to be used to authenticate the user for online transactions (where no card is present). For an online transaction, the user would insert the EMV credit or debit card into a handheld reader.

Once the user enters the PIN, the reader will display a one-time password which can be used to validate the user’s identity. The user enters the password in the appropriate field on the merchant’s checkout page (or online banking site) and the password is passed back to the issuer for authentication using the MasterCard securecode, Verified by Visa, or online banking infrastructure. According to Toni Merschen, the former group head of chip for MasterCard International and now principal of his own consulting firm, 30 million Europeans already use EMV cards and readers for Internet transactions. These programs prevent CNP fraud on the Internet and removes the value to cyber criminals of stealing payment card numbers.

Practices that have not adopted contact chip technology by October of 2015 will be liable for losses linked to card fraud, if EMV chip technology could have prevented the fraud. Hospitals, physicians’ offices and all other healthcare providers that accept credit or debit cards for payment are strongly urged to upgrade their equipment at some point before the liability shift.

Are you ready?

David Benoit is the Central Florida Account Executive for Central Payment (TYSYS). Total System Services is a United States credit card processor, merchant acquirer and bank credit card issuer. He has been in the Merchant Service, Retail and Medical Office profession for over 30 years and specializes in improving payment transaction costs and efficiency in the healthcare industry. David can be contacted at dmaxbenoit@aol.com

Front row (L to R): Patrice Muse, ARNP, Maria Soto, ARNP, and Deborah Tedesco, ARNP. Back row (L to R): Dr. Ricardo Ogando, Dr. Walter Conlan, and Dr. Barry Cook.

BUSINESS OFFICE: 1415 GENE ST, WINTER PARK, FL 32789 407.339.4499

floridawoundcaredoctors.com

WOUND CARE CENTERS Osceola Regional Wound Care Center 407.518.3565 Kissimmee, FL

Wound Care & Hyperbaric Medicine Center at South Seminole Hospital 407.767.5843 Longwood, FL

Wound Healing & Hyperbaric Medicine Center at Health Central 407.253.2780 Ocoee, FL

Wound Healing Center at ORMC/ Lucerne Annex 321.841.5469 Orlando, FL

Dr. P. Phillips Comprehensive Wound Care Center 321.842.7320 Orlando, FL

Reduce Readmissions With the Right Caregivers A Griswold-referred non-medical caregiver can be essential to helping your patient on their road to recovery.

• Caregivers must pass our rigorous screening process, ensuring a highly competent and skilled professional.

• Our unique model can find you an experienced caregiver for your patient in 48 hours or less from the time of contact.

• Our caregivers offer medication reminders, assistance with physician post-care instructions, fall prevention safety, and other services vital to helping prevent readmission.

Let Us Find the Right Caregiver for Your Patient Today!

Personal Care | Homemaking | Companionship

Serving Orange and Seminole Counties Nurse Registry Number: 30211659

10

>

MAY 2015

321.578.3232

www.GriswoldHomeCare.com © 2015 Griswold International, LLC

orlandomedicalnews

.com

UNRIVALED

GOOD MEDICINE HAS ITS REWARDS—$338 REWARDS—$338 MILLION WE HAVE RETURNED OVER $338 MILLION TO OUR MEMBERS THROUGH OUR DIVIDEND PROGRAM. When our insured physicians in the state of Florida keep

(CONTINUED ON PAGE 12)

patients safe and keep claims low, we all win. The Doctors Company is strong, with 76,000 members and $4.5 billion in assets. This strength allows us to defend, protect, and reward the practice of good medicine like no other.

5% DIVIDEND FOR QUALIFIED FLORIDA MEMBERS

JOIN YOUR COLLEAGUES AT THE DOCTORS COMPANY 800.352.0320 WWW.THEDOCTORS.COM

REWARDS

A5450_FL_OrlandoMedNews_UR_Div_May2015_f.indd 1 orlandomedicalnews

.com

4/16/15 1:10 PM

MAY 2015

>

11

Why Your Practice Needs a Health Coaching and Weight-Loss Program increases women‘s cancer risk by 40 percent according to new studies from Cancer Research UK. 70 percent of our population is overweight or obese.

Most patients want help.

By BETH DILLAHA

What’s a Health Coach Anyway?

Health coaches are popping up all over the country working with individual clients, doctor’s offices as well as public and private sector wellness departments. Health Coaching encompasses many areas of health, including physical and emotional wellbeing, by focusing on weight loss, stress management, sleep habits and physical activity. They help patients and clients develop new habits and behaviors necessary for long-term success in achieving health goals. They often offer services and fill gaps that physicians, nurses and dietitians don’t have the time or resources to fill.

Why Health Coaching and Weight-Loss?

1. Limited Time and Resources. Western medicine primarily focuses on treating sickness and managing symptoms as opposed to preventing illness and reversing health issues related to weight and lifestyle. Further, most of the problems people go to their doctors for are chronic, involving lifestylerelated questions, and doctors don’t have the time or resources to treat them. Helping patients with lifestyle change involves additional training, time and an interest in this approach.

A most important role for Health Coaches may be as the alternative to the

brief follow-up appointment that leaves some patients wondering what to do next.

“How do I lose weight?” “How do I reduce my dependence on medications?” The traditional treatment is not to ask questions like ‘What might have caused this?

2. Exploding Health Care Crisis: Chronic disease is at the center of our health crisis. Preventable illnesses such as obesity, type 2 diabetes, and heart disease are reaching epidemic proportions. More Americans are taking prescription medications today than ever.

In fact, nearly 70 percent of Americans are on at least one prescription drug, and more than half take two, according to Mayo Clinic and Olmsted Medical Center researchers.

3. Extra Weight and Obesity Drives Most Health Issues: obesity, which is preventable, is the prime contributor to heart disease, type 2 diabetes, high cholesterol and some cancers. It

Even Congress Recognizes the Important Role of Health Coaching The Health Coaching Profession is so important and visible that a member of Congress, Rep. Tim Ryan of Ohio, has officially recognized and received approval designating January 12-18 as National Health and Wellness Coach Week: “The United States faces a health crisis due in large part to the prevalence of costly chronic conditions, which are largely brought on by poor lifestyle choices,” Ryan wrote. “Health and Wellness Coaches work with individuals and shift them from being passive recipients of expensive health care interventions to adopting a responsible, self-directed, proactive stance that facilitates lasting positive change. It is vital that Health and Wellness Coaches continue to expand their good work, the nation needs it.”

Create Health for Your Patients and Your Practice with a Built-in Clientele and Effective Way to Get Paid Small and medium practices are at risk of reduced revenue in coming years. It’s a critical issue as reimbursement continues

to decline and practices are forced to do more with less. Every practice has a builtin clientele for health coaching and weightloss services. More than two thirds of US adults are overweight and more than one third are obese, according to the Centers for Disease Control and Prevention.

Rather than dealing with insurers, who do not pay well, services for weightloss and coaching are paid directly by patients….patients motivated to lose weight and improve their health.

Two options are available for physicians: they can send these cash-paying patients to Health Coaches for weight loss and health or they can incorporate these services within the practice. Not only does this provide a valuable service to help your immediate patient base but it provides opportunity to bring in new patients. Health programs that include coaching and weight loss are available for easy implementation.

Now is the time to get ahead of the trend.

There is already a surplus of doctors and nurses doing botox, fillers, massage and vein removal for added revenue.

Beth Dillaha is a COPE Certified Health Coach. She is Certified by Villanova School of Nursing, McDonald Center for Obesity Prevention and Education. She can be reached at beth@blueprint4health.com or www. blueprint4health.com.

Coming Soon!

THE NEW

ORLANDO MEDICALNEWS.COM

JUN

Can stem cells be the answer to your arthritis pain?

20

15

Pain Management Institute & Aesthetics offers a full complement of interventional procedures designed to relieve pain. We diagnose and treat a variety of common conditions without surgery. For patients who have not responded to traditional methods, Stem Cell Therapy, PRP Stem Cellmay Therapy or Prolotherapy be the solution! Call today or visit our website at www.pmiorlando.com for more information.

Facilitating the Exchange of Information & Ideas within the Central Florida Medical Vertical

Services: Platelet Rich Plasma (PRP) Therapy • Adult Stem Cell Therapy • Prolotherapy • Spinal Cord Stimulation Services:

JULIET D. BURRY, MD

407-671-5115

As an anesthesiologist and with her pharmacy background, Dr. BurryMD has dedicated her career to the JULIET D. BURRY, relief of patients whoand suffer acute and chronic As an anesthesiologist withfrom her pharmacy background, Dr. Burry has dedicated her career to the relief patients musculoskeletal conditions by utilizing herofskills in who suffer from acuteanesthesia and chronic musculoskeletal conditions by utilizing regional and medication management to her skills in regional anesthesia and medication management to individualizetreatment treatment patient’s particular individualize for for eacheach patient’s particular needs. needs.

407-671-5115 PMIorlando.com PMIorlando.com

499 E. Central Parkway, Suite 115 499 E. Central Parkway, 115 Altamonte Springs, Suite FL 32701

• Connecting Medical Professionals with Relevant Content • Multiple Touch Points for an Enriched Experience

Providing Advertisers Improved Access to their Customers • Utilizing Data to Connect, Engage and Inspire Customers • Content to Push & Drive Leads to Customers

Altamonte Springs, FL 32701

12

>

MAY 2015

orlandomedicalnews

.com

BEST PRACTICE: EVIDENCE-BASED STANDARDS OF CARE Women and Leg Health A woman faces unique problems with leg health. From an arterial and orthopedic perspective there is no distinction between men and women, but vein problems are much more common in women. The reasons are clear. Most significantly is pregnancy. There is a 50% increase in total body water from the time of conception, not just when she begins to show. Most of this is in the legs causing dilation of leg veins and significant leg swelling secondary to fluid passing through the capillary walls into the tissues of the lower legs and ankles. The excess fluid is eventually lost post-delivery and the veins “shrink” but they don’t go back to their initial size. With each pregnancy they grow larger and if there is an inherited “weakness” of the wall or one’s job consists of prolonged standing or sitting, there is ongoing stretch. In the last trimester the gravid uterus presses down on the pelvic veins causing resistance to blood return from the legs. A woman also has an increased risk of DVT (Deep Vein Thrombosis) with pregnancy and this continues for several weeks post delivery.

Oral contraceptives and hormonal replacement, especially if the estrogen content is high predispose to venous thrombosis. Birth control with the lowest possible estrogen content is advisable, especially if there is a personal or family history of clots. Birth control pills should generally be avoided in the face of obesity. A woman with the diagnosis of cancer should avoid birth control pills, and hormone replacement.

Obesity increases the chances of varicose veins and DVT because of increased abdominal pressure, which increases resistance to the outflow of blood from the legs—increasing the diameter of leg veins and the chances of back leakage and pooling of blood in the ankle area. A girdle or Spanx increases resistance to flow, causing veins to distend leading to possible swelling or DVT, especially when traveling in a confined space.

Certain jobs can be a significant challenge with those who stand for prolonged periods, especially if this is in a relatively small area—beauticians, chefs, waitresses, nurses, etc. Women who sit for prolonged periods aren’t immune. Pressure at the groin and at the knee decrease return of blood and distend veins. This is exacerbated by obesity and constricting garments.

The hormonal effects peri-menstrually often cause fluid retention with vein distention. This can result in heaviness, achiness and ankle swelling around the menstrual period. Sports with long periods of time on the feet, especially with heat, can increase vein problems. Long distance running, field sports and volleyball with the pounding, tennis and basketball with the running on a hard surface, and softball with the time standing in hot weather- all these healthy pursuits can challenge the venous system. Hormone variation with the fluid retention of menstruation only adds to the challenge for female athletes.

ABC’s of Leg Health 1) Pregnancy – Try to keep weight gain to approximately 20 pounds, wear compression, take every opportunity to elevate the legs and lie on the left side when resting or sleeping. Get in a swimming pool.

2) Overweight – Obese – try to lose 1 pound a week, wear compression, stay active—best in water. Depending on the degree of obesity walking may wear down the knees. Low impact exercise best- Exercycle, elliptical trainer.

3) Occupation – jobs with prolonged standing and even prolonged sitting increase the risks of vein problems. This is exacerbated by multiple previous pregnancies, a family history of varicose veins, and obesity. Wear compression, elevate when possible, and avoid heels and constricting garments if possible.

4) Compression – the single best option to control swelling and leg symptoms.

Generally stockings with 20-30mmHg graduated compression are best for work or athletes.

Compression leggings—(15-20) mmHg are adequate for some jobs, especially if there is no history of swelling, and leg symptoms are mild and no varicosities are

visible. They are great for social settings, short trips, and can hide spider veins and “cellulite.”

• Elevation of legs with knees slightly flexed. Do not cross legs while sitting • Wear high heels socially, not at work, while traveling, or when there will be prolonged standing • Exercise activates the calf pump and promotes venous return. Swimming is excellent because it is antigravity.

• Avoid constricting garments (Spanx, girdles), for long periods especially when sedentary or traveling, because they increase resistance to blood flow from the legs.

• Obesity increases the pressure on veins and increases the risk of DVT, varicose veins and swelling.

Presented in Partnership by Orlando Medical News and Vascular Vein Centers

Dr. Samuel Martin, M.D. F.A.C.S. Dr. Samuel P. Martin is a board certified vascular specialist and Phlebologist with over 34 years of experience. Dr. Martin is the founder and medical director of Vascular Vein Centers and has been dedicated to treating patients with venous and lymphatic problems since 2001.

orlandomedicalnews

.com

MAY 2015

>

13

$1,000,000,000 Offering

GWG Holdings, Inc., through its subsidiaries, purchases life insurance policies sold in the secondary marketplace.

GWG Holdings, Inc. is offering L Bonds, which are publicly registered, non-traded corporate debt, currently offered at the interest rates and maturities set forth below.

Minimum Investment: $25,000

6 Month

4.25%

2 Year

6.50%

1 Year

3 Year

75 Year Year

7 Year

5.00% 7.50% 8.50% 9.00%

Interest Payment Options: Monthly | Annually

For Prospectus and more Detailed Information

Scott L. Olson, President Atlantic Financial Advisors, LLC Registered Investment Advisor 3682 N. Wickham Rd, Suite C Melbourne, FL 32935

(321) 751-5599 office (800) 779-4744 toll-free Scott@AtlanticFinancialAdvisors.com Securities & Advisory Services offered through Finrancial West Group (FWG). Member FINRA/ SIPC. Scott L. Olson, Atlantic Financial Advisors, LLC and FWG are not affiliated with Emerson Equity, LLC and GWG Holdings, Inc.

This advertisement does not constitute an offer to sell, nor a solicitation of an offer to buy the securities described herein. Such an offering is made only by means of a Prospectus.

The Prospectus provides a full description of the business and a comprehensive listing of risk factors.

An investment in L Bonds may be considered speculative and subject to a high degree of risk, including the risk of losing your entire investment.

Securities are being offered on a best-efforts basis on behalf of GWG Holdings, Inc., by Emerson Equity, LLC, Member FINRA/SIPC, managing broker dealer for the Issuer. GWG and Emerson Equity are not affiliated entities.

Issuer prepared material. Copyright 2015. GWG Holdings Inc. All Rights Reserved.

14

>

MAY 2015

orlandomedicalnews

.com

Practical Advice for a HIPAA-Compliant Organization

By GAIL BLOUNT, VISHAL DAVE

History can be useful in guiding our future actions, and it’s generally considered wise to learn from past mistakes. Healthcare providers have an advantage here, because we can learn from the HIPAA violations of others to avoid similar pitfalls and penalties. This article explores the most common violations reported in 2014 and provides insight for preventing them in your own organization.

Electronic Records Last year in the healthcare industry, nearly five million records were affected by 75 data breaches, according the Privacy Rights Clearinghouse, which has collected such information since 2005.

Thanks to the widespread adoption of electronic health records, 93 percent of those five million records were in electronic form.

Healthcare is right on trend with other U.S. industries, including financial, education and retail, who reported that 99 percent of their affected records were electronic.

In the same way that customers, depositors, investors and other individuals trust organizations to safeguard their personal information, patients trust their healthcare providers to do the same. In addition to electronic protected health information, or ePHI, the data they trust us with often includes credit card and personal information.

Clearly, it is vital to effectively secure and protect ePHI as well as other sensitive information you collect in the course of managing your practice and providing healthcare services.

Unintentional Disclosure Of the 75 breaches of healthcare data in 2014, the unintentional disclosure of PHI or other personal information accounted for 23 percent – the lion’s share of last year’s data breaches.

Unintentional disclosure of PHI can occur in a number of ways, as we’ll see, and there are two HIPAA Privacy Rule regulations that bear strongly on such disclosure. One is 45 CFR 164.502(a)(1)(iii), which covers ‘Incidental Uses and Disclosures.’ It allows certain incidental uses (of PHI) that occur as a by-product of another permissible or required use or disclosure (of PHI) as long as the covered entity has applied reasonable safeguards and implemented the ‘Minimum Necessary’ standard.

The Minimum Necessary Standard, described in 45 CFR 164.502(b) and 164.514(d), requires covered entities to take reasonable steps to limit the use or disclosure of PHI to the minimum disclosure necessary to accomplish the intended purpose.

How Unintended Disclosure Occurs and How to Avoid It Following are examples of unintentional disclosure covered by the HIPAA Security orlandomedicalnews

.com

Rule. As you read, consider which of them may be occurring in your organization.

• Patient information can be accessed or viewed by staff who, based on their job or title, have no valid reason to view that information (i.e., they do not ‘need to know’).

• Computer screens can be viewed

from common or public areas, and/ or do not use screensavers, screen protectors or time-outs.

• Staff conversations can be overheard by patients or other staff who do not ‘need to know.’

• Patient bills or information have been accidentally mailed to the wrong pa-

tient or address, or prescriptions have been mistakenly faxed or emailed to an address other than the pharmacy.

• Employees are able to visit unsecured websites, which can install malware on computers to siphon off patient data for sale on the black market.

• Employees are unaware of the danger of clicking links in emails they receive from unknown or non-professional sources, which includes allowing hackers to gain entry to your systems or malware to be installed.

• Multiple office staff use the same password to access the computer or EHR system.

Have you put reasonable safeguards in place to prevent these types of unintentional disclosure? And have you implemented the Minimum Necessary standard throughout your organization? If not, these findings will be called out in your next annual HIPAA Security Risk Assessment, and it is unlikely that you will pass an audit until they are resolved.

(CONTINUED ON PAGE 18)

David Benoit ACCOUNT EXECUTIVE

5 Consecutive Years - 2010-2014

Independent Contractor • Accept All Major Credit Cards • Digital Loyalty, Mobile Payments, Marketing Platform and More • Competitive, Honest Rates & Local Service • EMV Ready Orlando, FL 32835 | 407.616.7476 dmaxbenoit@aol.com

www.cpay.com MAY 2015

>

15

Population Health Advances Physicians are buzzing about the new healthcare paradigm

By JULIE PARKER

America’s independent physicians met mid-March in San Antonio, Texas, for the 20th annual national meeting of TIPAAA – The IPA Association of America, the largest trade association serving independent and integrated physicians in the United States.

The focal point: population health, a relatively new front burner issue unfamiliar to many practitioners. Congress included the model as a component of mandates in the Patient Protection and Affordable Care Act (ACA) (See box).

“We covered a lot of ground at our annual meeting to educate independent physicians about population health,” said Al Holloway, founder and president of TIPAAA. “Once we fully understand what it is, then we’ll find tools, products and services that can assist independent physicians in their daily practice.”

One question that repeatedly popped up: What’s the difference between population health and public health?

“Some view population health as a more modern version of public health, which itself – improving the health of the public – may be a goal, a measurement system, and a conceptual framework that undergirds a profession and a scientific field,” wrote Michael A. Stoto, PhD, in

The ACA and Population Health The Patient Protection and Affordable Care Act (ACA) addresses population health in four significant ways: • Provisions to expand insurance • Lesser known provisions aim to Prevention, Health Promotion and coverage target the advancement improve prevention and health Public Health Council, which has of population health by improving promotion measures within the already produced the mandated access to the healthcare delivery healthcare delivery system.

National Prevention Strategy system. and Prevention and Public Health • The final set promotes Fund for monetizing Community • Other provisions seek to enhance community- and population-health Transformation Grants. the quality of care delivered. based activities, including the establishment of the National

“Population Health in the Affordable Care Act Era,” published by Academy Health (Feb. 21, 2013).

“Population health differs from public health, at least perceptually, in at least two respects,” Stoto explained. “First, it’s less directly tied to governmental health departments. Second, it explicitly includes the healthcare delivery system, which is sometimes seen as separate from or even in opposition to governmental public health.”

David B. Nash, MD, MBA, founding dean of the Thomas Jefferson University School of Population Health, pointed Dr. David out that population health Nash

Create Health for your Practice and Patients

• Comprehensive Health Program for Weight Loss and Lifestyle Change

• Simple, Affordable, Safe, Clinically

“builds on public health foundations.”

Among the building blocks, according to Nash: • Connecting prevention, wellness and behavioral health science with healthcare delivery, quality and safety, disease prevention/management and economic issues of value and risk – all in the service of a specific population. Examples: a city, provider’s practice, employee group, hospital’s primary service area or pre-school children.

• Identifying socioeconomic and cultural factors that determine the health of populations, and developing policies that address the impact of these determinants.

• Applying epidemiology and biosta-

Florida’s #1 Provider of HIPAA Compliant IT Services

Proven Program

• Excellent for Patients with Diabetes, High Blood Pressure, High Cholesterol, Acid Reflux, Metabolic Syndrome

• Turn-key Model Available for Implementation within Private Practice

• Training Provided to Staff • No Inventory of Products • Produce an Additional Revenue Stream for Practice While Helping Patients

Joe Pecoraro, MD lost over 100 pounds over 9 years ago and has kept it off.

HIPAA Training Security Risk Assessments EHR Audit Log Monitoring IT Management

Beth Dillaha

COPE Certified Health Coach Certified, Villanova School of Nursing / McDonald Center for Obesity Prevention and Education

(407)539-2501 • beth@blueprint4health.com • www.blueprint4health.com

16

>

MAY 2015

407.429.2938

tistics in new ways to model disease states, map their incidence and predict their impact.

• Using data analysis to design social and community interventions and new models of healthcare delivery that emphasize care coordination and ease of accessibility.

“When applied to healthcare delivery, population health differs from conventional healthcare by emphasizing value rather than volume of services rendered,” said Nash.

How will population health affect physicians?

Monumentally, said Kathy Jordan, president of Jordan Search Consultants.

“The primary care practice of the future will look much different than it does today,” she said. “Instead of one-on-one encounters between the patient and their provider, the patient interaction process will include phone visits, email consultations, group visits, education programs and encounters with a variety of care team members. Out-of-office contact will become the new norm as patient health improves. Additionally, primary care physicians of the future must exhibit leadership and interpersonal skills, as well as a passion for top-tier service delivery. How well they manage the team will directly translate to how well the health of their patient population is being managed, which will directly impact future compensation models.”

Important financially: To be eligible for incentivized government funding, organizations must prove their commitment to, and implementation of, population health, said Jordan.

“They’ll be required to improve the patient care experience, the overall health of populations, and lower per capita costs of case,” she said. “As a more comprehensively integrated system focused on population health begins to dominate, the healthcare industry, healthcare experience and provider recruitment initiatives must also evolve.”

Enter population health management.

Regina Levison, vice president of client development for Jordan Search Consultants, said that “while populaRegina tion health is defined as Levison the health outcomes of (CONTINUED ON PAGE 18)

orlandomedicalnews

.com

The promise of early detection.

Before they’re 1 week old, every child in America will have a newborn screening blood test. For 50 years, newborn screening has been improving — and saving — children’s lives. The positive trend has continued as medical technology and the standard for genetic testing has continued to evolve. According to the CDC, however, it’s the longterm follow-up of children with confirmed newborn screening conditions that’s crucial for maintaining optimal health.

Newborn screening identifies serious medical conditions early in life, which can prevent health problems and tragic outcomes. Florida currently screens for 31 disorders and an additional 22 secondary disorders. Many of these conditions are rare, and getting a definitive diagnosis requires additional specialized genetic or biochemical testing. Nemours can help.

The Nemours pediatric genetics team has the experience to diagnose and manage genetic and metabolic disorders. Nemours physicians are board-certified and fellowshiptrained in medical genetics, with additional training in molecular and clinical biochemical genetics.

Working together, we can help build a thriving, enriched life for your patient and their family.

Patricia Wheeler, MD Division Chief, Genetics

Ingrid Cristian, MD Genetics

To refer a patient, call (407) 650-7715 or visit Nemours.org/PatientReferrals.

orlandomedicalnews

.com

Your child. Our promise.

MAY 2015

>

17

Practical Advice for HIPAA-Compliant, continued from page 15 Actions you can take to prevent the above vulnerabilities include: • Assign levels of access to systems and PHI based on each employee’s role and resultant need to know • Establish system access based on login credentials unique to each user (this will also enable you to track user access to PHI) • Move computer screens and other visible sources of PHI away from public and common view • Activate screensavers and screen time-outs • Restrict access to external websites.

It is also mandatory to train, and regularly remind/retrain, all staff on privacy and security measures they must observe for HIPAA compliance and patient protection.

Loss or Theft of Portable Devices Close behind Unintentional Disclosure as the cause of most healthcare data breaches in 2014, the loss or theft of portable computing devices was responsible for 21 percent of breaches reported to the

Privacy Rights Clearinghouse.

These devices include smartphones, tablets and laptops as well as portable data storage and transfer devices such as CDs and thumb-drives. They can be inadvertently left behind somewhere or misplaced and never found. Or they can be spotted by someone who can’t resist the temptation to lift an easy target.

The PHI or other data that resides on any of these devices is vulnerable if it has not been properly safeguarded, as is the case with any of the following: • Missing password-protection or missing encryption • Security protections that are out-ofdate or have not been turned on • Security measures that are residential-grade rather than designed for commercial or enterprise use • Devices that do not permit data to be wiped remotely in case of loss or theft.

Devices that regularly auto-connect to an unsecured public Wi-Fi hot spot, such as a coffee shop or restaurant, are also vulnerable to opportunistic data thieves.

Beyond HIPAA Compliance HIPAA Privacy and Security Rules were enacted, and are vigorously enforced, for a multitude of good reasons.

The fact is, however, that your organization needs to secure its ePHI and associated computing and storage devices not only for HIPAA compliance purposes – but also to preserve your patients’ trust, avoid fines and unwanted publicity, and enjoy some much-needed peace of mind.

Gail Blount is communications manager for JDL Technologies (www.jdltech.com), and has worked in the information technology industry for eight years, including five in cybersecurity. She created an awardwinning eBook explaining the Florida Information Protection Act of 2014 and its impact on healthcare IT. Contact Gail at gblount@jdltech.com.

Vishal Dave, MHSA, is a HIPAA Security Analyst with JDL HealthTech (www. jdlhealthtech.com), a division of JDL Technologies. He joined JDL from an 11year career with Family Physicians Group.

As HIPAA Privacy Officer he performed compliance monitoring, audits, security risk assessments and training for the 500-employee organization and their ACO. Email Vishal at vdave@jdltech.com.

sible and minimize the need for costly interventions, procedures, emergency room visits, and hospitalizations,” she said.

As an increasing number of healthcare organizations move to models of accountable care, the overall healthcare experience will be reconstructed, said Jordan.

“Within this transformation, we’ll see an altered patient and physician experience,” she said. “With an emphasis on proactive preventative care, evidence-

based protocols, managed care teams, care coordination, and multidisciplinary teams, population health management will reward value in care, versus volume of patients seen.

“Although the results of these initiatives won’t manifest for a decade or more, population health management will almost certainly improve the quality of lives for millions of individuals throughout the country.”

Orlando Office 80 W. Michigan Street Orlando, FL 32806

Dr. Phillips Office 7460 Doc’s Grove Circle Orlando, FL 32819

Ocoee Office 10000 W. Colonial Drive, Suite 483 Ocoee, FL 34761 407-648-4323 Clermont Office 2080 Oakley Seaver Drive Suite 100 • Clermont, FL 34711 352-241-7585

www.arteryandvein.com

Are you at risk for peripheral vascular disease?

Vascular Specialists of Central Florida, Inc. is a single-specialty group of boardcertified vascular surgeons solely dedicated to the treatment of the body’s

arteries and veins.

Peripheral Arterial Disease (PAD) • Deep Venous Thrombosis (DVT) Varicose Veins • Venous Insufficiency • Renovascular Hypertension Aneurysms • Cerebrovascular Disease (Stroke Prevention) Vertebrobasilar Insufficiency • Pulmonary Embolism Prevention & Treatment • Mesenteric Ischemia

18

>

MAY 2015

Peripheral Vascular Disease (PVD) is a common circulation problem in which the blood vessels, which carry blood to the legs and arms, become narrowed or clogged. Please fill out this questionnaire to see if you have the symptoms of Peripheral Vascular Disease.

1. Do you experience aching, cramping or pain in your arms, legs, thighs or buttocks when you walk or exercise?

2. If you answered yes to question number 1, does the pain subside with rest?

3. Do you have any painful sores or ulcers on your legs or feet that don’t heal?

4. Do you now or have you ever smoked cigarettes?

FLORIDA MARKET PUBLISHER John Kelly johnkelly@orlandomedicalnews.com AD SALES: John Kelly 407-701-7424 Dan O’Connell, 407-923-1350 Tony Smothers 407-247-1308 NATIONAL EDITOR Pepper Jeter editor@medicalnewsinc.com LOCAL EDITOR Julie Parker jparker@medicalnewsinc.com CREATIVE DIRECTOR Susan Graham susan@medicalnewsinc.com GRAPHIC DESIGNERS Katy Barrett-Alley Amy Gomoljak, James Osborne CIRCULATION subscriptions@southcomm.com

Population Health Advances, continued from page 16 a group of individuals comprising a specific demographic population, population health management is a business model centered on the delivery of comprehensive care and management of total risk.”

The foundational shift in the healthcare experience will morph from an industry driven by reactivity to an industry driven by proactive measures, said Levison.

“The goal of population health is to keep a patient population as healthy as pos-

PUBLISHED BY: SouthComm, Inc.

CONTRIBUTING WRITERS Julie Parker, Cindy Sanders, Jeff Webb —— All editorial submissions and press releases should be emailed to: editor@medicalnewsinc.com —— Subscription requests or address changes should be mailed to: Medical News, Inc. 210 12th Ave S. Suite 100 Nashville, TN 37203 615.244.7989 (FAX) 615.244.8578 or e-mailed to: subscriptions@southcomm.com Subscriptions: One year $48 Two years $78

SOUTHCOMM Chief Executive Officer Paul Bonaiuto President Chris Ferrell Chief Financial Officer Ed Tearman Executive Vice President Of Digital and Support Services Blair Johnson Director Of Financial Planning And Analysis Carla Simon Vice President Of Human Resources Ed Wood Vice President of Content Patrick Rains Vice President Of Production Operations Curt Pordes Group Publisher Eric Norwood Chief Revenue Officer Dave Carter Director Of Digital Sales & Marketing David Walker Controller Todd Patton Creative Director Heather Pierce Orlando Medical News is published monthly by Medical News, Inc., a wholly-owned subsidiary of SouthComm, Inc. ©2014 Medical News Communications.All rights reserved. Reproduction in whole or in part without written permission is prohibited. Medical News will assume no responsibilities for unsolicited materials.

All letters sent to Medical News will be considered Medical News property and therefore unconditionally assigned to Medical News for publication and copyright purposes.

5. Do you have high cholesterol?

6. Do you have diabetes?

orlandomedicalnews.com

orlandomedicalnews

.com

GrandRounds ‘Call to Hope’ Breakfast Serves Uninsured Patients More than 425 philanthropic-minded business professionals and passionate community members came together in April 9th at the Presidential Ballroom at Church Street for a “moment of hope” during the Call to Hope Breakfast, an annual fundraiser hosted by Shepherd’s Hope, a faith-based nonprofit providing free medical services to the uninsured and underinsured through five local health clinics operated by volunteer medical and lay personnel.

The need to support Shepherd’s Hope is at an all-time high as the Florida Legislature combatively debates whether or not to expand healthcare access and programs — and the ultimate impact on the health of Floridians and our health care economy.

Currently, Florida ranks 41 out of all 50 states with the highest number of uninsured residents nationwide.

During the inspirational breakfast, attendees heard directly from patients that represent the 1-in-4 Central Floridians who remain uninsured, contributing to the estimated 850,000 Floridians who linger in a gray area known as the “coverage gap,” those earning too much to qualify for some programs, but not enough to afford insurance products offered on the Healthcare. govexchange, even with federal subsidies, because of costly out-of-reach deductibles and co-payments. Such residents struggle to afford basic housing/food needs and,

therefore because of financial obligations, often forgo or delay medical care.

Every $77 donation to Shepherd’s Hope provides a free medical visit for a man, woman or child in our community; whereas, in comparison, a patient who instead opts for care at a local emergency room may generate an average bill of $4,600 said Marni Stahlman, CEO/President of Shepherd’s Hope. The Call to Hope Breakfast generated approximately $375,000 in onetime gifts and multi-year pledges, which will allow Shepherd’s Hope to see patients who desperately need medical care but would otherwise not have access to it. The event was also sponsored, in part, by ABC Fine Wine & Spirits and Publix Super Markets Charities.

To contribute to the mission of Shepherd’s Hope, visit ShepherdsHope.org

Five Leaders Appointed to the Nemours Foundation Florida Board of Managers As the Nemours Children’s Health System continues to grow in Florida, five new leaders joined the Board of Managers-Florida which serves as the governing body of Nemours Children’s Hospital and oversees clinical operations throughout Florida. The following people just became members of the Nemours Board of Managers-Florida: Matthew Certo, CEO and Principal of Findsome and Winmore, a Florida-based digital marketing agency. The company’s first client was his alma mater, Rollins Col-

The Orlando Health Internal Medicine Residency Clinic (IMRC)

lege. Matt built the college’s first website out of his dorm room at age 19.

Carol Craig, CEO and Founder of Craig Technologies, an aerospace and defense manufacturing center which has a team of 400 people in 20 states. The company is headquartered in Brevard County.

Andrea Massey-Farrell, President and CEO of the Harvey and Carol Massey Foundation and the Senior Vice President for Community Relations for Massey Services Inc., the nation’s fifth largest pest management company.

Dora Cassanova Toro, CEO and Publisher of La Prensa, Orlando, the region’s oldest Hispanic media company. Previously she owned the publication for 24 years.

Nina Waters, President of The Community Foundation for Northeast Florida, the state’s oldest and largest community foundation.

All five individuals were appointed by The Nemours Foundation Board of Directors, which oversees the Nemours Board of Managers-Florida and the executive team at the health system’s operations in six states including Florida.

Leaders in�

Radiation� Oncology�

in Central Florida�

Steven G. Lester, MD, FACRO� Maneesh Gossain, MD� Richard J. Lee, MD� •Sophisticated Technology•� •Personal Care•� •External Beam Radiation•� •Intensity Modulated Radiation Therapy•� •Image Guided Radiation Therapy•� •Accelerated Partial Breast Irradiation•� •Internal Radiation Therapy (Seed Implants)•� •Electron Beam Therapy•� •CT Simulation•� •High-Dose Rate (HDR) Therapy•� •Stereotactic Body Radiation Therapy•�

Medical News is pleased to provide space for press releases by providers in our Grand Rounds section.

Content and accuracy of the releases is the sole responsibility of the issuer.

2200 West 1st Street� 52 West Gore Street� Sanford, FL 32771� Orlando, FL 32806� (407) 321-3040� www.cancercarecenter.� md�

Complete Business Solutions

VOICE • DATA • CLOUD • VOIP

IMRC Provides: Stabilization to Patients Recently Discharged from the Hospital • A Temporary Medical Home

• Put multiple offices on to one system while reducing costs

Criteria for Eligibility: • Uninsured • Orange County Resident (minimum three-month requirement) • U.S. Citizen or Resident Alien (at least 3 years) • 200% or Below the Federal Poverty Guidelines • Adults 18 Yrs. Old

• App for cell phone so that patient only sees office phone number as caller ID, even when calling patients back from cell phone • Always show caller ID of main line to prevent patients calling back on a back line • Find the best secure bandwidth provider based on your office location

Patients with Multiple Comorbidities; Diabetes, Hypertension and/or Hyperlipidemia Needing a Primary Care Medical Home May Access Temporary Services.

L O C AT E D AT T H E O R A N G E C O U N T Y M E D I C A L C L I N I C 101 S. WESTMORELAND DRIVE, ORLANDO, 32805

Call 407-836-7100 Prompt 3 for Patient Eligibility orlandomedicalnews

.com

Call us 407-447-6002 TrueChoiceTel.com MAY 2015

>

19

SAME DAY, NEXT DAY APPOINTMENTS Available at All of Our Central Florida Locations

G. Grady McBride, MD

Jeffrey P. Rosen, MD

Board Certified in Orthopaedic Surgery Board Certified in Orthopaedic Surgery Specializing in Cervical and Specializing in Hip, Knee and Shoulder Lumbar Spine Surgery, and Surgery, Inpatient and Outpatient Adult Spinal Reconstruction Joint Replacement

Joseph D. Funk, DPM

Board Certified in Foot Surgery Board Certified in Reconstructive Rearfoot/Ankle Surgery, Specializing in Foot & Ankle Surgery, Podiatry

Tamara A. Topoleski, MD

Board Certified in Orthopaedic Surgery Specializing in Pediatric Orthopaedics

Eric G. Bonenberger, MD

Board Certified in Orthopaedic Surgery Fellowship Trained Specializing in Joint Replacement, Knee, Hip & Shoulder Surgery, Sports Medicine & Arthroscopy

Emanuel King, PA-C

Craig P. Jones, MD

Board Certified in Orthopaedic Surgery Subspecialty in Orthopaedic Oncology Specialty in Orthopaedic Surgery, Joint Replacement and Sports Medicine

Daniel L. Wiernik, DPM

Board Certified in Foot Surgery Board Certified in Reconstructive Rearfoot/Ankle Surgery, Specializing in Foot and Ankle Surgery, Podiatry

Daniel M. Frohwein, MD

Diplomate, American Board of Anesthesiology Subspecialty Certification in Pain Management Diplomate, American Board of Pain Medicine Specializing in Interventional Pain Medicine, Diagnostic/Therapeutic Spinal injections and Conservative Spine Care

Brad A. Kramer, PA-C

Lawrence S. Halperin, MD

Board Certified in Orthopaedic Surgery Specializing in Hand Surgery and Upper Extremity Surgery

Steven E. Weber, DO

Stephen R. Goll, MD

Randy S. Schwartzberg, MD

Board Certified in Orthopaedic Surgery Board Certified in Orthopaedic Surgery Specializing in Adult Spinal Reconstructive Board Certified in Sports Medicine Surgery, Minimally Invasive Spinal Specializing in Sports Medicine, Techniques, Cervical & Lumbar Knee, Elbow and Shoulder Surgery Spine Surgery

Bradd G. Burkhart, MD

Board Certified in Orthopaedic Surgery Specializing in Sports Medicine, Knee & Shoulder Surgery

Alicia Reiss, PA-C

Travis B. Van Dyke, MD

Board Certified in Orthopedic Surgery Specializing in Sports Medicine, Trauma and Joint Replacement of Shoulder, Knee, and Hip

Lynn C. Tuller, PA-C

ORTHOPAEDIC SUBSPECIALTIES: Spine • Elbow • Foot & Ankle Hand & Wrist • Hip • Knee • Shoulder Pediatrics • Oncology • Sports Medicine Pain Management • Physical Therapy

Oviedo Saturday Walk-In Clinic No Appointment Necessary | 9am -1pm

Samuel S. Blick, MD

Board Certified in Orthopaedic Surgery Board Certified in Orthopaedic Surgery Specializing in Sports Medicine, Specializing in Cervical & Lumbar Spine Knee and Shoulder Surgery Surgery, Minimally Invasive Spinal Surgery Adult Spinal Reconstructive Surgery

Bryan L. Reuss, MD

Board Certified in Orthopaedic Surgery Board Certified in Sports Medicine Specializing in Sports Medicine, Knee, Shoulder & Hip Surgery

Michael D. Riggenbach, MD

Board Certified in Orthopaedic Surgery Specializing in Hand and Upper Extremity Surgery, Peripheral Nerve Surgery, Microsurgery, and Pediatric Hand Surgery

Stevie Jackson, PA-C

Alan W. Christensen, MD

Board Certified in Orthopaedic Surgery Specializing in Hand Surgery and Upper Extremity Surgery

Michael D. McCleary, MD Specializing in Primary Care Sports Medicine

Matthew R. Willey, M.D

Board Certified in Physical Medicine and Rehabilitation and Sports Medicine Specializing in Interventional Pain Medicine, Sports Medicine, and Electrodiagnostics

Victoria Henriquez, PA-C

Colin Penn, PA-C

Schedule Your Patient’s Same Day, Next Day Appointment Today

407.254.2500 OrlandoOrtho.com 407.254.2500

6 CONVENIENT LOCATIONS TO SERVE YOU: Downtown Orlando | Winter Park | Sand Lake | Lake Mary | Oviedo | Lake Nona