Growing Your DBS Business Sepehr Sani M D

Growing Your DBS “Business” Sepehr Sani, M. D. Associate Professor Rush University Department of Neurosurgery

Disclosures • I receive fellowship training grant funding from the following companies: – Abbott – Medtronic – Boston Scientific 2

Introduction • General considerations for growing you DBS practice: – – – What type of practice (private, academic, privademic) Geographical location Referral Source identification Referral Source solidification Available resources Pearls 3

Practice Setting and Resources • Private practice – You are responsible for identifying and building the team – Marketing cost may be out of pocket – May be able to partner with local hospital • Community hospital – Can tap into hospital resources (marketing, clinical support, etc. ) • Community hospital + academic affiliation – Privademic – Academic support – clinically and administratively • Academic medical center – Identify alliances and barriers early – Identify chairman and administrative goals early 4

Geographical Location • Size of your local city/region/market – What is the catchmen’s area? • Number of local and regional specialty/academic medical centers: Competition – Are you the big or small fish? • Identify local practice referral patterns – Are you swimming upstream or just steering the boat? • Identify local health systems and hospital alliances in your geography – Is it easy to get referrals? • Who is the market leader in your geography? Is there one? 5

Referral Source Identification • Local hospital – MD neurologist – Primary care physicians and general neurologist in your hospital with movement disorders practice • Community neurologists and PCPs – Find physicians with high decile prescriptions for movement disorders patients • Patients – Give many, many presentations – support groups, grand rounds, foundations, symposia, etc. – Give presentations again… – Website and Social media presence – this is increasingly important 6

Referral Solidification • Meet face to face – Lunch, dinner – Be a “humble monk” • Send the patient back • Send quarterly, semi- or annual newsletter or when you have something new to share • Promote • Build a win-win alliance • Do you have a niche? • Maintain communication • Send a letter or call when you • See a patient • Operate • Follow up • Have something new to share… 7

Available Marketing Resources • Local – Hospital ICD codes – Marketing $ for symposia, talks, educational events, social media • Databases – Prescriber information – Social media search term ad targeting – Industry representatives • Foundations – IETF, DMRF, etc. • Website presence: – Your pedigree – Research interests – Services offered 8

Pearls • Be available – Direct phone line for referrals – Call centers and automated phone lines can be problematic – Educate all your team members • Be affable – Humble monk – Remember you are borrowing the patient – Build bridges • Be able – Patient selection – Keep track of your outcomes 9