march 2017 > $5 providers supporting bill to drop moc...

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

State Rep. Julio Gonzalez, MD, an ortho-pedic surgeon from Venice, sponsored House Bill 723 centering on Maintenance of Certifica-tion practices. The bill prohibits certain parties from requiring particular certifications as con-ditions of licensure, reimbursement, employ-ment, or admitting privileges. Those parties include Boards of Medicine and Osteopathic Medicine, respectively, and the Department of Health, healthcare facilities and insurers.

“Maintenance of Certification is a long-time concern among the physician

Providers Supporting Bill to Drop MoC RequirementsMedical Societies Reveal Legislative Agenda


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

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

Rep. Julio Gonzalez

2 > MARCH 2017 o r l a n d o m e d i c a l n e w s . c o m

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By pl JeteR

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

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

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

After earning a medical degree from the University of Missouri in Kansas City, Mo., Bancroft completed residency training in 1996 at the University of Miami School of Medicine, Jackson Me-morial Medical Center in Miami. A year later, she completed fellowship training with world-famous fellowship direc-tor Thomas Berquist, MD at the Mayo Clinic in Jacksonville. By 2001, she was elevated to Mayo Clinic’s Musculoskel-etal Fellowship Director and Associate Dean of Allied Health. By 2008, she was named full professor. The same year, she relocated to Orlando with her hus-band, Josiah W. Bancroft, III, MD, who was recruited as president of Radiology Specialists of Florida at Florida Hospital. Board-certified in diagnostic radiology, she retains some consultant work for the Mayo Clinic’s Department of Radiology.

“I chose radiology because it could an-swer the clinical questions that percussing

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

In 2014, Bancroft was elected presi-dent of the Florida Radiological Society. A year later, the state organization was honored with the Overall Excellence State Chapter Award at the annual American College of Radiology meeting in Wash-ington, DC. That year, she became the University of Central Florida College of Medicine’s Chair of Radiology. Last year, she was named a fellow of the American College of Radiology. She also serves as a clinical professor of radiology for Florida State University.

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

A master multi-tasker, Bancroft en-joys lecturing nationally and internation-ally, and also editing radiology journals. She is the chief editor of seminars for Musculoskeletal Radiology and co-editor of the musculoskeletal division of Ra-dioGraphics. With her colleague, Kurt

Scherer, MD, she is editing another issue of Radiologic Clinics of North America. She has served on the editorial board of Orthopedics Journal since 2007.

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

“Our oldest child is heading off to college this year, our middle is trying to play baseball in college next year, and our youngest is in middle school,” she said. “The kids have been around the world many times, and understand the impor-tance of being American and representing our country well.”

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By pl JeteR

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

Orlando Medical News caught up with Strong, who said when joining Or-lando Health that his top priority was to “listen, listen, and listen some more.” OMN asked him for an update as he nears the 2-year mark.

“Still listening. Without a doubt,” he said. “We want to be a great place to work. We need to be easier to use. We need to grow. If you look at our footprint, we have nine ambulatory or outpatient sites and a lot more physician practice sites. By the end of this year, we’ll have 21 sites … ur-gent care, free standing Emergency De-partments, surgery centers. By the end of 2019, that number will be 51.”

With a couple years on the job, what aspects have surprised you? Which ones have been challenging?

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

The most challenging event was han-dling victims of the Pulse nightclub tragedy at our downtown facility, which typically sees some 14 traumas every day. One of our trauma surgeons said it best: it was the best and worst day of his life. It was horrific to see the bloodshed. As bad as the circum-stances were on that milestone day, it was rewarding to see the response of love and care and compassion to such a hateful act. As a result, we’ve spoken about the way our organization handled this traumatic event all over the country.

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

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

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

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

We’ll continue to work to be more af-fordable. Ambulatory sites are also about affordability. It’s less expensive to provide and receive care at ambulatory sites than in the hospital. As I mentioned, we plan to have 51 sites by the end of 2019. We opened one recently in Spring Lake near Dr. Phillips Hospital. That’s our first one, with internal medicine, cardiology, ortho-pedics, pulmonary, obstetrics and gynecol-ogy, and pediatrics. Our idea of a site is a self-contained health pavilion that’s al-most like a hospital without hospital beds – and better parking. We’ve broken ground on the next one in the Horizon West area. Also, we’ve broken ground on two mini versions in the middle of and also south of Lake County. More are planned in both north and south Orange County.

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

We want to earn physician loyalty. We want to strengthen economics and drive growth and innovation. Those are all framed as a part of our strategic plan. We want to be recognized in the top decile from a quality perspective of health sys-tems across the country.

What other projects are taking precedence?

The Lakeland expansion project, ambulatory growth and developing part-nerships with physicians. In October, Lakeland Regional Medical Center is going to become part of Orlando Health. The geography is a little bit broader than just beyond Orlando. At the same time, that’s a 55-minute or hour-long drive ver-sus jumping on a plane every week.

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

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

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Supporting Bill to Drop MoC Requirements, continued from page 1

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

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

“Physicians have long supported the State Board licensure requirements of Continuing Medical Education,” said Pirozzolo, also an assistant clinical pro-fessor at Florida State University, a dip-lomate for the American Board of Family Medicine and National Board of Physi-cians and Surgeons, and a member of the Florida Medical Association (FMA) Board of Governors. “In fact, most doc-tors surpass this minimum requirement. Physicians also support the initial board certification process, which is typically ac-complished by successfully completing a rigorous post-residency fellowship training program and passing the corresponding initial Board Certification exam.”

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

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

Various Boards of Medicine certifica-tion examination groups nationwide and specialty societies have benefitted the most by Florida’s current Maintenance of Cer-tification environment, Gonzalez said.

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

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

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

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

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

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

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

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

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

“At its heart, this bill simply parallels the ideologic principles of our legislative leadership in Tallahassee,” said Piroz-zolo. “It transforms the current monopo-listic physician certification system into a free-market certification system that forces competing boards to re-invent the way phy-sician education and certification is offered. It re-invigorates the competitive self-educa-tion of physicians. It reduces arbitrary and costly regulatory burdens on physicians, thereby reducing physician burnout and ultimately increasing access to care.”

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

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

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

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

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

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

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

Maintenance of Certification – HB 723 (Gonzalez) The OCMS & SCMS supports legislation that prohibits maintenance of cer-tification (MOC) as a condition for medical licensure, medical staff membership or par-ticipation in an insurance plan. While our or-ganizations support the value of initial board


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certification, continuing medical education and competency standards, the MOC pro-cess is not scientifically proven to judge on-going competency and improved relevant performance for practicing physicians.

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

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

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

ADDITIONAL ISSUES: Workers Compensation Reform - Florida has the lowest Workers Compensation Pa-tient Satisfaction scores compared to all of the states studied according to research from the Workers Compensation Research

Institute. Poor patient experiences in the Workers Compensation system leads to in-creased litigation. According to NCCI, 25% of injured workers seek legal representa-tion to guide them through the system. The OCMS & SCMS believe litigation can be reduced and return to work enhanced by providing greater access to quality care by addressing physician reimbursement, providing more freedom for patients to select their treating physician and ancillary services, and requiring insurance carriers to authorize or deny treatment within the statutory timeframes. Reimbursement for physician services in Florida is the lowest in the nation and due to carrier selection of treating physicians, actual reimbursement is often below Medicare levels according to WCRI. The statutory timelines for respond-ing to treatment authorization requests should be tightened to facilitate timely pro-vision of care and rapid return to work.

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

Courtesy Orange County Medical Society and Seminole County Medical Society

Central Florida Physicians’ Legislative Agenda, continued from page 6


T U E S D A Y , M A R C H 2 8 T H | 6 : 3 0 P M

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• ‘Experience’ the all-new 2017 models, including the Alfa Romeo Guilia

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

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

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

success in clinical trials, provides unob-trusive light as a woman sleeps that then lowers melatonin levels. The decrease in melatonin levels is tied to lower oxytocin levels, which leads to lower incidence of night time contractions and reduced preterm labor. Dr. James Olcese, an As-sociate Professor of Biomedical Sciences, Neuroscience and Biophysics at Florida State University, has focused his research on this circadian physiology. Light is much less invasive, more cost effective and safer than many of the current meth-ods for preventing premature births. When babies are born prematurely, there is a much higher rate of mortality, re-quire more intensive and costly medical care, and are at risk for a lifetime of com-plications. This is an important area of research for the health of future children.

iCloak brought a new cybersecurity innovation to SEMDA for medical enti-ties and providers. The company started with the iCloak stick that, when inserted into a computer’s USB drive, accesses the web with anonymous networks to protect against threats, along with never accessing the hard drive. Eric Delisle, the founder, has developed an enterprise-wide version on iCloak that does not require inserting a stick, and enables en-crypted messages easily as well.

Alan Hamlett and Matt Belman,

while obtaining their PhD in engineer-ing at University of Florida, developed the technology behind FES-functional electronic stimulation-that has become Myolyn. Why is this important? Those with spinal cord injuries that have intact peripheral nerves can use this technology to enable them to keep atrophy, pressure sores, spasms, and decreased range of motion at bay. The stimulation is applied via electrode pads placed on the skin over target muscle groups. The electrical cur-rent stimulates the peripheral nerves in the muscle, causing the nerve to fire. Then the muscles contract, using the body’s own energy to perform functional movement. Myolyn not only provides this equipment for professional rehabilitation centers but it also can be purchased for home use. This technology can be used for multiple sclerosis, Parkinson’s disease, and even orthopedic post-surgical care. A mobile bike is also in development, giving more mobility options for patients, including pe-diatrics, with spinal cord injuries.

Five Central Florida medical inno-vations, and the winner was…Myolyn! Best of luck Myolyn on your upcoming Atlanta pitch, we will be pulling for you!

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

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

Physicians, if you’re interested in partnering, piloting, or mentoring with these new companies, please send an in-quiry to [email protected].

UPCOMING EVENTS:

MedSpeaksTM showcases the most exciting experts, events and innovations in Central Florida by bringing together the state’s largest community network of Health Innovators. We have converged over 1,400 healthcare professionals including clinicians, entrepreneurs, and technologists to discuss and promote the problems facing healthcare today and the innovations reshaping the future. www.medspeaks.com

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

Innovation in Sports Medicine & Human Performance ORLANDO, FL - APRIL 11 Learn more at: healthinnovators.info

Why SEMDA Comes to Orlando, continued from page 1

HEALTH INNOVATORS


MEDICAL MARKETING sponsored by

By: John noSta, foundeR of noStalaB, digital health evangeliSt

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

But don’t worry. I’ve called in a special-ist--you can even call him the brand doctor. Mark W. Schaefer is a globally recognized author, speaker, podcaster and business con-sultant who blogs at {grow}—one of the top five marketing blogs of the world.

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

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

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

Mark Schaefer: I’ve done research for the last few years to discover how people become known in the world. Part of that research involved interviews with nearly a hundred people from around the world in varying fields (including medi-cine). And I found that every person, in every field, in every region of the world followed the same four steps gain an ad-vantage through their personal brand.Briefly, those four steps are:• identifying a sustainable interest (what you

want to be known for).• finding an un-contested space on the web.• creating consistent, meaningful content.• building an actionable audience.

Nosta: How does branding apply to the healthcare professional?

Schaefer: I think that every profes-sional can potentially have a sustainable competitive advantage by being known. It’s kind of word-of-mouth on steroids. Where do you want to go next with your career? Attract more patients? Be named to a pres-tigious board? Maybe write a book or speak someday? To do that, you have to be known.

Nosta: At the core is the “position.” How can a HCP focus around a unique selling proposition?

Schaefer: I have a new angle on the

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

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

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

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

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

Nosta: It seems like there’s a lot of frustration and myths about social media. Let’s try to put them into perspective

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

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

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

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

Schaefer: I know of this pediatrician who wanted to establish a presence on the web to do one thing: educate people in her community to get inoculated. And it was that single-minded vision that allowed her to focus and maximize her efforts. She had a of success using content on the internet to reach those individuals with that infor-mation. You see, being known is different from being famous. It’s not about mil-lions of fans and red carpet appearances. It’s about being intentional about your reputation and web presence so you can achieve your goals. So, the bottom line is to focus and enjoy the ride.For information on physician marketing and social media support, please contact Kelli Murray at 407-754-5526.

Physician, Brand Thyself – Or Suffer the Dire Consequences

ORLANDOMEDICALNEWS.COM

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