Service Line Strategies Workshop 2009: Spine Care

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Webcast Presented on July 22, 2009

Sponsored by Service Lines Strategies Virtual Workshop

With the recession making already-low margins even harder to come by, spine care success increasingly depends on marrying clinical and business intelligence in three interconnected areas: physician alignment, outcome reporting, and cost control. This 90-minute webcast drills into strategies for each, including:

  • Implementing peer-chosen physician leadership
  • Creating ortho-neuro teams
  • Strategic alignment: Co-management, employment, gainsharing
  • Engaging physicians with expense data

You'll hear from the spine service line director and physician champion from the University of California-San Francisco Medical Center about how collaborative ortho-neuro spine care teams helped them build one of the top-ranked neurosciences programs in the country. And you'll also gain valuable market insights and national benchmark data from the CEO of SpineMark, an organization which partners with hospitals and physicians around the globe to build spine centers of excellence.


  1. Spine care challenges in today’s economy
      1. Contribution margin of services
        1. Minimally-invasive procedures
        2. Major reconstructions
        3. Trauma and transfers
      2. Supply and demand projections
  2. Aligning with physicians
      1. Peer-chosen physician leadership
      2. Mediating turf battles: Creating effective ortho-neuro teams
      3. Strategic alignment: Co-management, employment, gainsharing
  3. Outcomes
      1. Importance and challenge of measuring outcomes
      2. Surgery versus pain management
      3. Hospital-physician partnerships in collecting and reporting data
      4. Using outcomes in marketing and contracting
  4. Controlling costs
      1. Shared cost responsibility through alignment
      2. Engaging physicians with expense data
      3. Negotiating vendor contracts with physician data and feedback
  5. Aligning with other hospitals
      1. Distributing market share to maximize effectiveness
  6. Q&A

Marcy T. Rogers, M.Ed., is president and chief executive officer of SpineMark Corporation, a leader in the planning, development, marketing, and management of successful Spine Centers of Excellence in hospitals, surgery centers, and freestanding institutions. For more than 30 years, Rogers has worked with patients, healthcare professionals, facilities and medical device manufacturers to improve patient outcomes and satisfaction by enhancing clinical delivery systems in a variety of surgical specialties. Prior to establishing SpineMark, Rogers founded a nonprofit organization to create patient, medical, and payor awareness of craniofacial deformities.  Rogers has been a featured editor for two of the leading resources for information on spine care for patients and physicians, is a published author on the topic and a sought-after speaker and lecturer.

Eula McKinney is director of the Spine Service Line at University of California-San Francisco Medical Center, overseeing strategic, business and operational initiatives. She has over 15 years of experience in healthcare education, healthcare marketing, operations, business, and strategic development, particularly in a closed model hospital system that focuses on cost containment, patient repatriation, and operational efficiencies.  Her work was most recently featured in Healthcare Leaders Magazine January 2009 edition.

Sigurd H. Berven, MD, is an Associate Professor in Residence in the Department of Orthopedic Surgery and is the co-director of the Clinical Outcome Research Program in the Department of Orthopedic Surgery, and Director of the Spinal Disorders Fellowship and the Spine Line at UCSF.  Dr. Berven specializes in the management of spinal disorders of children and adults, with specific focus on pediatric and adult deformity, degenerative conditions of the spine, spinal tumors and spinal trauma. His research interests include assessment of clinical outcomes of surgery, and minimally invasive techniques in spine surgery. Dr. Berven has been an invited speaker at national and international conferences.

Service line managers, medical directors, department leaders, CEOs, COOs, CFOs, physicians, administrators, and healthcare executives in marketing, planning, and business development 

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