Subject: Practice Success

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January 29, 2021
Dear Friend,

There may be a shortage of foresight. But there’s no shortage of stupidity.

That's the subject of Monday's blog post, Pain Physicians and Patients in Pain From Corporate Practice Gone Bad. Follow that link to the blog, or keep reading for the rest
of the post.

Many physicians, when selling their practices to, or even joining well established, corporate practice of medicine ventures see things through rose-colored glasses even if they’re not ophthalmologists.

Those selling their practice generally focus on the cash, seller’s note, and perhaps stock
that they receive along with a lengthy employment agreement, even at haircut
compensation levels.

For those joining a practice without a sale, there’s that often repeated promise of “you just practice medicine, we’ll take care of the rest.”

Ah, the honeymoon period.

But what happens when your metaphorical spouse kicks you to the gutter and leaves town?

Then you’re without a practice, without medical records, and without an ability to
contact patients.

Take, for example, the story of the Wisconsin physicians impacted by last year’s failure of Advanced Pain Management, an integrated physician practice and ASC company.

When clinics and surgery centers closed, some of the formerly employed physicians were able to start new practices, but both physicians and patients report that they are having difficulty obtaining medical records. Additionally, physicians complain that it’s hard to reestablish communication with “existing” patients. Existing?

Is anyone surprised?

Apparently, some physicians are. Why, is another story.

Imagine planning a trip to a large, “big box” store that has an entrance only. Would you go in, thinking that you would ever need to exit, or that if you did, that there might not be an exit?

Planning one’s exit is integral to planning one’s entrance into any arrangement through which your practice is dependent upon a corporate practice entity or, for that matter, a hospital. That is, unless you buy the line that the patients were never yours; you were simply a fungible physician “servicing” your employer’s “customers”.

Get help with your career from someone who can see beyond the “enter here” sign.
Business Life in the Time of Coronavirus Mini-Series 

The coronavirus crisis caused a short term economic crisis for many medical groups. Our mini-series shows you the way out. Plus, many of the concepts discussed are applicable during both good times and bad. 

[If you haven't already seen them, follow this link to watch our entire series.]

Watch Tuesday's video here, or just keep reading below for a revised, more polished transcript:

I want to talk to you today about what is not in
an agreement.

It is one thing to get a document, and then be asked to review it to see what's in it. That's relatively easy.

The harder part is seeing what's not in the agreement. What's missing? What deal points could be there? How can the deal otherwise be structured?

That same phenomenon of "what's missing?" is present in many deals on a meta-level.

It's not what's missing from the document; it's what's missing from the entire deal.

What other dealings do the parties have, or might have, that's going to be affected by what is in the agreement?

Will your rights in connection with some other project or potential deal be cut-off and dashed because of what you agreed to in this present deal?

Is there some other dealing by your contracting opposite, that if you knew of it, would alter your decision to enter into the instant agreement?

These are all things that you can attempt to discern by way of an expanded notion of what negotiation is, and by doing background work on the parties to the deal. You want to look at the widest set of circumstances.

Yes, it costs more to do deals that way and it takes more time.

But, if you’ve ever had one of those deals come back to bite you, you know that it turns out to be cheaper to take the global approach from the start.

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Others see a crisis and freeze in fear. Learn how to see the opportunities and obtain the tools to increase your odds of obtaining them.

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Wednesday - What's Your Choice: Mediocre Advancement or Transformational Improvement? - Medical Group Minute

Watch the video here, or just keep reading below for a slightly polished transcript:

Improving your group’s performance might be the worst thing you can do.

There’s nothing wrong with the notion of getting a little bit better each day, month or year. That is, if you discount the fact that improving the current structure of your group might keep you from getting where you really could be.

We’re all familiar with the situation in which we spend considerable money repairing an old car, not a collectible, when all we end up with is an old car that leaks less oil. And, I’ll all too familiar with a potential client who says his group does not need to improve because they increased their income three percent last year to an average per partner of $400,000. Perhaps income could be up 20 percent and perhaps average per partner income could be
at $750,000.

There are several major defects in a plan based on incremental growth.

Incremental growth, or “planning” as it’s commonly known, is present-state focused. By definition, it’s not based on where you want your group to be but on where it is now. The improvement trajectory is low.

It’s also an extremely limiting mindset. Seen an ice deliveryman lately? In 1900, the future looked bright to the employees of ice delivery companies. The population of the United States was booming and food had to be kept cold. They had a lock on the market for the only solution. That is, until the invention of Freon in 1928 and the resulting birth of the home refrigerator which froze thousands of ice deliverymen out of their careers.

The better approach is to not rely on a plan of incremental growth, but to develop a strategic outlook – an outlook that is not present-state focused but which is based on your transformationally improved future. In essence, this is the difference between past-based “planning” and future based “strategy.”

The required process, Focusing on the Future™, does not ask how to get from here (now) to there (a future). Instead, it first requires you to establish a “there,” an ideal future reality. What is that future like? Then, it requires that you question how you got to that future; in other words, you pull your group into the future from the imagined future, not from your present “past.” What obstacles did you encounter and what were the solutions?

Your group’s future exists. Use it before it uses you. Focus on the Future™.

Listen to the podcast here, or just keep reading for the transcript.

[Author’s note: Today’s post deviates from my usual method of addressing a topic in short form and then later, when it gains traction, building it into a full length article for publication. Instead, the post is an initial draft of an essay on surprise medical billing, a thorny subject which, I believe, has an immoral undertone, but not the immorality popularly seen. I welcome your comments and suggestions.]

There is a crisis. But it’s not the one you’ve heard about.

It’s time to fix that. It’s time to change the conversation.

But to do that, you have to change the frame.

From the framers of the constitution, to the framing around that velvet Elvis, to what’s
in and, therefore, what’s out of a Robert Frank photograph, framing controls the point of
view. Framing, too, controls a conversation and, therefore, the argument, and, therefore,
the outcome.

Tucked away in the wallet of Merry Mittleklass, our avatar patient, is her Blue United Free From Worry Plan insurance card. She’s been covered by Blue United for years, but had never (as she says, “Bless my stars!”) seen the inside of a hospital.

That is, until last Tuesday at 7:44 a.m., when she had surgery at Community Memorial St. Mark’s Hospital to repair a hernia.

Community Memorial St. Mark’s and the surgeon were in-network with Blue United. But the anesthesiology group wasn’t. And, so the story goes, Merry was “surprised” when she found out that Blue United had paid the group $200 and that she was “stuck” with a bill for the remaining balance, $1,375.

The popular press, the press of payors, and the populism of politicians all frame this as the out-of-network hospital-based group’s problem. Or, they allege with glee, a problem caused by the out-of-network physicians’ predatory practices.

The name for this frame? “Surprise medical billing”. The resulting cure? Force the group to take, as payment in full, an amount to which they never agreed, the so-called “average.”

But let’s take a closer look.

Earlier this year, the press was abuzz with coverage of the fact that UnitedHealth was not renewing its contracts with Mednax for services in 4 states because those agreements pay Mednax more than UnitedHealth now wants to pay. Come the termination dates, Mednax’s anesthesiologists and neonatologists will be out-of-network. Out-of-network wasn’t Mednax’s strategy. It’s just a fact. As a result, under the common frame, patients will be “surprised” . . . and it will be spun as Mednax’s fault; every one of their bills will be deemed a “surprise medical bill”.

Let’s take a look from another angle. Last week, a radiology group determined that the
80% cut proposed by payor X was unacceptable. (They actually used a different term.)
They will not sign the offered contract nor is there any legal or moral reason for them to do so. They will soon be out-of-network, which wasn’t their strategy. It’s just a fact. As a result, under the common frame, patients will be “surprised” . . . and, once again, it will be spun as the group’s fault.

One more view: Some group of anesthesiologists, let’s call them the “Live Free or Die Group” doesn’t want to contract with any payor. They are out-of-network by choice. And, that makes them an outlier. Once again, under the common frame, patients will be “surprised.”

The “cure” proposed, even legislated, by those constructing the frame of “surprise medical billing” is to force non-contracted physicians, whether those physicians are out-of-network by reason of choice or by coercion, to work for a rate to which they never agreed, the so-called “average” rate.

Why? What’s the philosophy, the morality, behind that frame, the frame of “surprise medical billing”? Why should anyone be forced to work for a rate to which they didn’t agree?

Almost at the same time that the UnitedHealth/Mednax story broke, the news was awash with a new round of what’s become a familiar story, one that “activists,” even musicians, rail against: people being forced to work for wages to which they didn’t agree. Only those folks are, it is said, constructing iPhones and computer parts.

In that context, stealing one’s labor is seen for what it is, coercion and theft.

Yet, in a leap over the moral chasm, I’d be surprised if we could find one of those activists who sees forcing physicians to work for rates to which they didn’t agree as the equivalent.

In the context of any of our avatar hospital-based medical groups, Mednax which has been tossed out of network, the radiology group which refused to take an 80% cut, or the anesthesia group which doesn’t want to contract with any payor, is there someone, some entity, which has in fact contracted to provide coverage to the patient, to our avatar
Merry Mittleklass?

You bet there is. For one can’t be out-of-network unless there is a network. And that network is a result of Blue United’s contract to provide coverage to Merry Mittleklass.

If Blue United were a general contractor instead of an insurer or health plan, and they contracted to build Merry Mittleklass’s house for $500,000, but then couldn’t get tradespeople to do the actual work for less than $600,000, it would be Blue United’s problem.

If general contractor Blue United can’t force plumbers and electricians to work for less than they’ll agree to accept, why would anyone think that payor Blue United can force pathologists and radiologists to work for less than what they’ll agree to accept? After all, it would be surprise physician services stealing.

Unless the frame is changed as I suggest, that being forced to work for a rate that wasn’t agreed to is theft, hospital-based physicians will never be able to succeed in battling against working for “average” in a universe in which payors throw higher paid groups out-of-network to reduce the resulting average. That’s a spiral to the bottom, which in turn, will sooner or later cause a bigger crisis, the unavailability of, or reduction in quality of, hospital-based services and hospital-based providers.

Over 160 years ago, Frederic Bastiat, the French politico-economic thinker, warned of the danger of quick fixes like the one we’re seeing for “surprise billing.” In his essay, That Which is Seen, and That Which is Not Seen, he wrote that:

“ . . . a law, gives birth not only to an effect, but to a series of effects. Of these effects, the first only is immediate; it manifests itself simultaneously with its cause — it is seen. The others unfold in succession — they are not seen . . . . Between a good and a bad [politician] this constitutes the whole difference — the one takes account of the visible effect; the other takes account both of the effects which are seen and also of those which it is necessary to foresee. Now this difference is enormous, for it almost always happens that when the immediate consequence is favorable, the ultimate consequences are fatal . . . .”

For hospital executives and office-based physicians who think that the legislated cure to surprise medical billing is simply a hospital-based physician problem, think again: I recently heard someone refer to his larger than expected share of in-network care as “surprise medical billing.” Yes, it’s a slippery slope.

Re-frame the issue for what it really is before it is too late: Surprise physician
services stealing.
Calibrate Your Compass

Read our exclusive RedPaper to guide you through this evolving situation.

The coronavirus crisis caused a short-term economic crisis for many medical groups. Our RedPaper shows you the way out. Plus, many of the concepts discussed are applicable during both good times and bad.


Get your free copy here
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We all hear, and most of us say, that the pace of change in healthcare is quickening. That means that the pace of required decision-making is increasing, too. Unless, that is, you want to take the “default” route. That’s the one is which you let someone else make the decisions that impact you; you’re just along for the ride. Of course, playing a bit part in scripting your own future isn’t the smart route to stardom. But despite your own best intentions, perhaps it’s your medical group’s governance structure that’s holding you back.
In fact, it’s very likely that the problem is systemic. The Medical Group Governance Matrix introduces a simple four-quadrant diagnostic tool to help you find out. It then shows you how to use that tool to build your better, more profitable future. Get your free copy Free.
Whenever you're ready, here are 4 ways I can help you and your business:

1. Download a copy of The Success Prescription. My book, The Success Prescription provides you with a framework for thinking about your success. Download a copy of The Success Prescription here.

2. Be a guest on “Wisdom. Applied. Podcast.” Although most of my podcasts involve me addressing an important point for your success, I’m always looking for guests who’d like to be interviewed about their personal and professional achievements and the lessons learned. Email me if you’re interested in participating. 

3. Book me to speak to your group or organization. I’ve spoken at dozens of medical group, healthcare organization, university-sponsored, and private events on many topics such as The Impending Death of Hospitals, the strategic use of OIG Advisory Opinions, medical group governance, and succeeding at negotiations. For more information about a custom presentation for you, drop us a line

4. If You’re Not Yet a Client, Engage Me to Represent You. If you’re interested in increasing your profit and managing your risk of loss, email me to connect directly.

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