Glenn Sabin of FON Therapeutics publishes business and marketing resource for integrative centersCancer “thriver” Glenn Sabin, a board member of the Society for Integrative Oncology and founder of FON Therapeutics, has begun to develop a series of resources to assist
Cancer “thriver” Glenn Sabin, a board member of the Society for Integrative Oncology and founder of FON Therapeutics, has begun to develop a series of resources to assist integrative medicine centers of all kinds to maximize their business potential. In July, Sabin published a document entitled How to Increase Clinic Utilization of Integrative Services in 60 Days. The 10-page document is available for free through clicking here. Sabin’s materials will be particularly useful for any clinician who is not familiar with marketing and does not have a huge budget. The accessible document includes the following sections:
- What’s Your Center’s Brand
- External Messaging: Consumer
- Internal Messaging: Colleagues & Administrators
- External Messaging: Allopathic Community
- Community Outreach: Delivering Your Message Live
- Content Marketing: How to Engage with Information
- Taking the Next Steps
Sabin recommends as a next step an “internal audit” of the present program, with these content areas guiding it. FON offers these services. The document concludes with some information on Sabin and his business.
Comment: Sabin is a recent member of the Integrator Editorial Advisory Board. I am impressed with the work in this document. My guess is that few individuals operating an integrative center or clinic would not benefit from a review of Sabin’s well laid-out white paper. Sabin has an impressive set of partners/clients on his website, including integrative oncology leaders Keith Bock, MD, Gary Deng, MD, PhD and David Rosenthal, MD. Take a look.
On September 1, 2011, Adam Perlman, MD, MPH will begin a new position as director of Duke Integrative Medicine. Perlman is the founder and director of the Institute of Complementary Medicine at the University of Medicine and Dentistry of New Jersey (UMDNJ). The Duke position was vacated by Tracy Gaudet, MD when Gaudet was appointed to head of the new VA Office of Patient Centered Care and Cultural Transformation. Perlman is an NIH-funded researcher whose clinical roots as an integrative medicine leader go back to his founding of the Carol and Morton Siegler Center for Integrative Medicine at New Jersey’s Saint Barnabas Hospital nearly 15 years ago. Perlman is the present chair of the Consortium of Academic Health Centers for Integrative Medicine and serves on the Council of Advisers for the Academic Consortium for Complementary and Alternative Health Care.
Comment: The high-profile Duke center, backed by even higher profile philanthropist Christy Mack, made an exceptional choice in Perlman. In his present position, he has been uniquely positioned among academic integrative medicine leaders given his broad responsibility for allied health. This background, combined with his research and clinical experience, will serve him well in making the most of the interprofessional and institutional opportunities ahead at Duke.
The integrative medicine program at Greenwich Hospital in Greenwich, Connecticut has been terminated as part of broader budget cuts, according to a July 27, 2011 report in Greenwich Time. The hospital, part of the Yale-New Haven system, announced the layoffs of 36 people as part of an effort to make up for $8.5-million in lost revenues. Roughly half of these were from the hospital’s Center for Healthy Living and the Center for Integrative Medicine. The latter was directed by Henri Roca, MD, LAc who is also a clinical faculty member at Yale and associated with the integrative medicine program there. The hospital’s CEO, Frank Corvino, is quoted: “We think (the IM program) has been a great asset to the community. Unfortunately, it has not been profitable.” A query to Roca netted this brief this formal comment from the hospital:
“Greenwich Hospital continues to believe in the utility and importance of Integrative Medicine and will continue to have an Integrative Medicine Program. We will continue to provide individuals in the Fairfield Westchester communities with quality holistic, integrative, functional medicine care through Dr. Roca’s medical practice and the inpatient services at Greenwich Hospital will continue unchanged.”
An August 1, 2011 Atlanta Journal Constitution article, Cancer hospital brings more treatment options to the Southeast, shares that Illinois-based Cancer treatment Centers of America (CTCA) has broken ground on a new 50 bed facility outside of Atlanta. CTCA’s entrance into the Georgia took a legislative battle, according to the story. Antagonism toward CTCA was expressed by Monty Veazey, president of the Georgia Alliance of Community Hospitals: “When you have someone who comes in and cherry picks the system, it hurts all.” CTCA eventually agreed that it wouldn’t compete heavily in the local market. Over 2/3 of CTCA’s patients must come from out-of-state. In addition, CTCA must guarantee that at least 3% of its care will be charity care. This is higher than CTCA’s usual level but a customary rate for its competitors. The firm already operates hospitals in Chicago, Tulsa, Phoenix and Philadelphia, and an outpatient center in Seattle.
Comment: The negotiations parallel a similar battle CTCA unsuccessfully faced in its effort to create an inpatient facility in the Seattle area. See related Integrator feature here. CTCA’s low level of charity care was again an issue. There is something about hospitals fighting over the harvest of oncology patients that is fundamentally distasteful.