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175b How To Attract The Best Applicants To Your REI Fellowship Program, With Dr. Jaimin Shah



Wondering what nuances separate the most desirable REI fellowship programs from the rest? This week, Griffin chats with Dr. Jaimin Shah to differentiate what criteria sets certain fellowships apart, and what you can do to make your program more attractive and more accessible to the best applicants.

Listen to hear:

  • What made the difference between the 18 Fellowship programs that Dr. Shah chose to interview with and those that did not

  • His  6 criteria for ranking programs

  • What other applicants were talking about during the application and interview process.

  • What the dealbreakers were for some programs, and how your program can avoid making the same mistakes.

Dr. Shah’s info:

Website: https://www.shadygrovefertility.com/
LinkedIn: www.linkedin.com/in/jaiminshahrei

Transcript


Griffin Jones  00:04

How do you get the nation's best doctors to rank your fertility program your Rei Fellowship Program at the top of their list, not just apply. But to be at the top of the list. I go through that process today with Dr. Jaimin Shah. Now he's an attending REI at Shady Grove Fertility in Houston. But not too long ago, he was a fellow at Boston IVF and Beth Israel in New England, and we start his journey from when he was a resident at UT Health Science Center at Houston. Dr. Shah applied to all of the REI programs that were at that time 40, some was offered interviews from 30 of them chose to interview in person at that time, it still was at 18 of them. We talked about how those 18 got a shot and the other 12 Didn't we talk about Dr. Shah’s six criteria for ranking the programs that he made a real time rank list for the remaining 18 programs at which he interviewed I asked him about what the other fellow applicants were saying at that time, how they were communicating with each other and what they were talking about the secret sauce, he talks about some of the deal breakers that had some of the programs eliminated from the list, and I haven't go through each of those in detail. If you're an academic program, you have an REI fellowship program, you may want to listen to this so that you're getting the best applicants, you're ranking higher in their list. And even if you're not an academic medicine at all, I think there is a lot more upskilling of OB GYN is to happen. And I'm not saying that this is going to replace fellowship or anything. Dr. Shah doesn't even get into it. I'm just saying as you start to recruit more in different types of providers, and one of the ways that you're recruiting them is by showing them a career path. There's a lot of parallels in the lessons that Dr. Shah has to offer. So whatever type of medicine that you're in, I hope you enjoy this conversation with Dr. Shot. And if you want to listen, you can listen to a different one, that he talks to applicants, OBGYN residents about how they should rank programs, what they should think about the questions they should ask. And you can get some more secret sauce there. But this one is a bit more tailored for you. So I hope you enjoy either one, starting with this one. Dr. Shah Jamin Welcome to Inside reproductive health. Thanks for having me, Griffin, there's gonna probably be a couple of people that listen to both episodes. For those of you listening now our regular audience of practice owners fertility physicians, we did a different episode where Dr. Shah spoke to OBGYN residents coach them on how to discern the REI fellowship program that they want to get into most, how to rank it, how to present themselves and be most attractive so that they can get into the programs that they want to and hopefully get into the program that they want to. And then that gave me an idea. While we're doing that, well, why don't I just pick his brain and we'll make an episode for our normal audience about those of you that want to attract OB GYN residents into the field. And specifically for those of you that work at academic departments, you division chiefs, you other faculty members that want to attract the best of the best to your program. Now Jamin might not say he's the best of the best, but I think he's at the top. I think he's, I think he's at the top of list there. So Jim, why don't we just start with where you did your fellowship, where, where you did your residency, where you did your fellowship training, and then where you're working now and then we'll start to ask about what it was like when you were looking at fellowship programs.


Dr. Jaimin Shah  03:37

 So I did my residency in Houston at the University of Texas at Houston OBGYN residency program. And then I ended up going to Boston for my fellowship at Beth Israel Deaconess Medical Center in Boston IVF. And I'm now back in Houston, as a private clinician working for Shady Grove fertility decent. 


Griffin Jones  03:57

So you apply to how many programs to start with out of between, there's always between 40 and 50, in any given year, let's say 44. But however many there might have been that year, how many of them did you apply to apply to all of them? And how many of them reached back out to you for an interview?


Dr. Jaimin Shah  04:18

I was fortunate I had obviously had a good number of interview offers, which was great. I had about 30


Griffin Jones  04:25

Is that common to apply to all of them, but when you talk to the other fellows did they apply to every program to


Dr. Jaimin Shah  04:32

I think a lot did I think some that were more restricted by geographic constraints meaning that they they needed to stay in a certain area due to a partner or for whatever various reason. Some only applied to certain areas. What I would feel like probably more than half of applicants probably applied to all programs, knowing that some that they wouldn't get a necessarily an offer. But it's always this kind of to throw your hat in the ring early on versus trying to add it you know A month later when all the interview slots have gone. So that's usually what I recommend to most applicants, if they're, you know, have the ability to, to go anywhere or have the flexibility to try applying to all them.


Griffin Jones  05:12

Okay, so for some of you listening, you're not going to get everybody to apply to your program, that because maybe you're on the East Coast, and some people want to be on the West Coast, you will have a percentage of people that apply to all of the programs, but some of you will be starting off with less applicants than others. So you, Jim, and you got about approximately 30 interview offers, how many interviews? Did you end up going on?


Dr. Jaimin Shah  05:41

I went on about 18?


Griffin Jones  05:43

What eliminated the 12? So if we started off with 30, you went on 18? What does what put a group of those who you actually went to interview with in person and those who didn't into different piles?


Dr. Jaimin Shah  05:57

Yeah, so kind of looking at it is, I think, first kind of the prestige of the program. And I think you can kind of gauge some of that by your own education, understanding of the program's IVF cycle volume, you can learn some of that, by talking other fellows and other applicants, I also looked at the number of REI faculty members, right, I think you need at least two to maintain a program. So some that only had two might have kind of went lower on the list, versus some of that might have had, you know, four or 567 faculty members kind of shows that maybe their program would be less less at risk, compared to some other programs. Location has obviously was another contributing factor. Also looking at newer REI programs, I think it's great that we're having newer newer programs come about, but obviously, that comes with, I think, some a little risk to some extent coming into a new program. And so I think that has to be factored in to some extent. Also, you know, speaking with other Junior mentors, who interviewed recently, who have an insight on some of these programs, it was also a key factor into my decision, decision making, and then also just date complex if you couldn't swing it with your residency program, or yet another interview on that same day.


Griffin Jones  07:11

So you talked about needing to REI faculty members to maintain the program, you were worried about some programs, not making it?


Dr. Jaimin Shah  07:21

Yeah, I think it's always a concern. I think whenever I was a fellow I know, there was a couple programs, that were a program when I interviewed and that were no longer program when I was a fellow. Right. So I think that highlights that being factored into the decision.


Griffin Jones  07:38

For sure, good food for thought for those that are in that smaller faculty range, that they might be thinking about different ways to preserve their future. And it may be important, not just for the immediate, obvious concerns of preserving the future, but even for recruitment that it's, you might be less likely to be able to recruit the people that you want if if you appear vulnerable, even if you're not vulnerable, even the appearance of not having the staying power that some of the programs might so you also talked about prestige, you said you could kind of gauge that on your own. But what does that mean?


Dr. Jaimin Shah  08:18

I think just kind of the, the looking at the programs and looking at kind of when you rank at top tier versus middle tier, and kind of the reputation of that name. And that kind of thing only help you long term with with careers and opportunities for academic positions or kind of next steps, even a private practice. 


Griffin Jones  08:40

Such a nice guy. And notice that he didn't say bottom tier, he just says top tier, middle tier, and then there's no bottom tier, because you're a nice guy like that. What How did you I guess, like, what are some of the things that in your research made you perceive that one program might be higher prestige?


Dr. Jaimin Shah  08:59

Honestly, this more subjective? is kind of my subjective lesson. It's kind of similar. What do you think about colleges and residency programs? Right? Certain names are going to kind of carry a maybe higher weight on your CV than other programs, right? It's another thing of saying you came from, you know, you know, Columbia or Stanford or, you know, you know, Harvard program, right. So those just carry a little bit more weight, I think, to some extent. And so I think it's subjective, right to my own personal opinion, but also talking to other other recent fellows and other recent graduates to get their input as well. And I think a lot of them kind of share a similar sentiment.


Griffin Jones  09:40

The reason I'm teasing out is because if it's subjective, then that means there is a range of melee ability that the program can effect and so did it typically have to do with the prestige of, say the university or did it have to do more with the program? What I'm trying to find out is can the program do more if, if they're not one of the household names of universities, let's say, at the very top of the top in recognition, then can they do other things to showcase their program that elevates their prestige? Or when you perceiving prestige? Does it typically have to do with the institution rather than the program?


Dr. Jaimin Shah  10:21

I think it's more with the institution. Right. I think collectively, you know, certain medical centers, right, carry, I think, some a little higher weight, versus trying to make your program a little bit more prestigious. I think that's great to do that. But I think, underlying you have some prestige with the institution name itself.


Griffin Jones  10:39

And this is all pre-COVID, that you are doing these interviews, right? They were in person. Correct. So then you went to 18 interviews? How did the wheat start to be separated from the chaff?


Dr. Jaimin Shah  10:55

Well, to be honest, I use that same, that's that same, you know, seven, eight lists that I just mentioned. But then also, you know, really talking to current fellows or recent, younger clinicians in the field, trying to find programs that they enjoyed that they, you know, would recommend compared to some of the other ones. So some things that I asked about was education versus service. You know, what do they know there was a fellows clinic? Did the fellows get to do embryo transfers? Was this more of like an academic versus a privademic model? Was your thesis project more? So you had to do basic science project? Could you do a translational project? Or could you do a more clinical project? Those are some of the other key factors that I tried to tease out when talking to a couple other fellows, current fellows of the time and other recent graduate graduates to kind of pick their brain. And that was kind of the other way that I helped to formulate some of the other programs I interviewed at


Griffin Jones  11:56

how malleable Did you find your ranking ended up being? Did you go in with really strong impressions of where you thought places would be?


Dr. Jaimin Shah  12:07

I did. But I also told myself to go into every interview with an open mind. Because you never really know which program that you would really like, despite the location, or just by other factors, just trying to go in and trying to trust your gut was a big was a big portion of that.


Griffin Jones  12:25

If you can think of anything, was there anything that someone who may have been lower down on the list that they did to make themselves rise up on the list? Like you thought, well, I didn't think that I would, but rank them as highly as I did, I didn't necessarily think that they would be among my favorites. But they did a and b. And now they're in consideration. Can you think of anything off the top of your head?


Dr. Jaimin Shah  12:49

Yeah, I mean, I think one thing I really learned was having certain flexibility in your education right now. You're, you're a grown adult, you've done a lot of training. Now you're in your final stop of training. And at that juncture, if you have flexibility in your education, of saying, Hey, I've done XYZ, so many times, I feel pretty competent in that, let me take that time and move it to something else. Having that flexibility of saying, where you really control your own education, you really autonomy to some extent, and have the independency and have that flexibility within fellowship, that was a cool thing that I saw in a handful of programs, which kind of stood out to me, policy of the you know, the fellows clinic that I mentioned, having like a true fellows clinic where you're running the show, your your your your own attending to me, you have some oversight. But that was another thing that stood out. And also just the ability to do kind of larger scale projects and or have the breadth of doing not just retrospective research studies, but also do prospective and have the ability to do RCT if you wanted, or some other things that come to mind.


Griffin Jones  13:50

Was there a difference in the amount of information that you had on each program? Did some programs you had a lot of information on and some programs? Not very much,correct? 


Dr. Jaimin Shah  14:01

Yeah. And I think that comes down to you know, trying to find a handful of other current fellows or recent recent graduates who went through that process. And I really pick their brain about some of these things because they remember some of these aspects because they were closer to it. So that was definitely important.


Griffin Jones  14:19

So the ones that you had more information was that where you had gotten more information by talking to people who had already went through that program?


Dr. Jaimin Shah  14:28

Correct. And it was it was just one of those things that I you know, going into you had more information which was great. But if I didn't, that's okay. Then I just start with the with a blank slate and really trying to learn more about it if I was intrigued enough to, to go with the interview, over worked well with the schedule for whatever reason.


Griffin Jones  14:45

So treat your fellows really well and use them to showcase them so that people feel comfortable reaching out to them because they're going to either way, so treat them really well and then showcase some is probably good advice. What? What did the least attractive programs do, if anything or not do?


Dr. Jaimin Shah  15:10

So some things that I learned, you know, being an OBGYN resident, right, there's a lot of service involved. In addition to education, right? You need the OB GYN residents to run the program, you need them there to function. As a fellow, I thought some programs that really focused on service over education was one thing that I wasn't really interested in, I wanted to make sure that my education was over service. Meaning that, you know, we didn't necessarily need to be around to have the IVF program function, right? If we all needed to go to a conference or for whatever reason, you could have that ability to still function without it. And I think that was key, you can really tease out some of those things that certain programs might have thought was really important in their eyes, but from the lens of a an RTI applicant, right? Some of those things, the certain perspective fellows wouldn't necessarily thought was a key measure of, of education in that model. And so then the other other ones that I saw some programs do is obstetric call, obviously, that was not something that I was really interested in, I think most applicants weren't. And I think that's kind of fading with time. Other Other things I noticed was additional gynecology call that was unpaid. You know, you could we had this discussion amongst all my current friends that were in fellowship of like, certain people had to take gynecology call that was a part of their curriculum, and they weren't getting paid for it. And then some that were doing it as an optional service and getting paid for it. Right. So it was just kind of seeing that dichotomy of my other applicants that, you know, we're sorry that my other friends that were in fellowship, after the after all said and done, that you can see that split. And that was one thing that I noticed, and also the rigidity and like the thesis project, if you wanted to have that flexibility of trying to design your own thesis project, or if you were kind of position that you had to do this kind of project in this kind of lab, right? That that is kind of sometimes maybe a turn off for some applicants, some that might say, Oh, I like that guidance and direction. But those are something that come to mind when I thought about maybe some of the programs that were at least less interested in my eyes.


Griffin Jones  17:21

This could be my ignorance, not being a physician, but why are people doing obstetric call if they're in fellowship training to be an REI is it's simply because they're part of an OB GYN division, and everybody in that division and overall department have to do obstetrics or gynecology.


Dr. Jaimin Shah  17:43

Yeah, there was there's some programs that did have that part of the curriculum that just a part of their division, and they had to change out of that model, I would say, probably less than 10% of programs are doing that when I was interviewing, I think it's now switching to through the ACGME, where that's not necessarily allowed anymore. And I think that was a change when I was a fellow. But I do know when I was interviewing that was still coming about on some interviews. For sure.


Griffin Jones  18:10

Yeah, it seems like if, if it's just a case of getting that experience, you just had four years of that experience, it would seem to me You're here to do something, 


Dr. Jaimin Shah  18:19

it should have been an optional thing that if some Rei fellows wanted to do that, by their own choice, sure. But I didn't necessarily think that it would should be required thing. Given that, you know, we are phasing out from the obstetrics standpoint and more into the REI family. 


Griffin Jones  18:37

What questions did the best programs ask of you, if any,


Dr. Jaimin Shah  18:43

they were all more. It was a lot of very similar questions. It was more asking about, you know, which, which research projects you really like, Tell me about a certain project. They would maybe ask your general research questions about your CV, goals for fellowship goals for post fellowship, and then really try to ask me about different experiences you might have had, that stood out to them on their CV. It was a lot of these interviews were more just general pleasant conversations, about your experience about their experience, they were all very similar. For the most part, there wasn't really one that stood out there was such drastic type of questions.


Griffin Jones  19:22

One thing that I'm thinking of now is when you have potential fellows reaching out to you, well, one does that, how often does that happen to when it does? What are they asking of you?


Dr. Jaimin Shah  19:35

They're asking a lot of the questions about the nuts and bolts of the program, what I thought of that, you know, what, what research did you work on? You know, what, what was the call structure? Like, you know, how many faculty were there? You know, were you doing procedures. So a lot of the things that I was talking about, are the questions that they want to know about, you know, what is the volume like, you know, you know, how many projects do fellows normally work on? What kind of things could you Do which things you couldn't do things that you didn't like about the program when you were there? What was the surgical volume like? So those are all things that you can slowly tease out. And that's kind of what I was doing, you know, with my, with my mentors at the time to ask those questions.


Griffin Jones  20:15

You know that every single topic that you just said is a TikTok video, right. And of those 44 programs, if some of you are listening, some of you have two or three fellows that are tic tock all stars, if you just take every topic that Jamin just said, and have them make TikToks for it, I bet you you will increase your applicants by 20%. Out away wager a drink at the next conference about it? How many of your peers would you say that you were talking to closely while this was happening? Well,


Dr. Jaimin Shah  20:47

I would try to I was trying to talk to as many of my new friends at the time as possible. I think there was probably a handful of like, four to six that I was getting closer with that was having more in depth conversations about But 


Griffin Jones  21:00

how were you meeting them? Were you meeting them? Like on the interview, sir? Yeah, like?


Dr. Jaimin Shah  21:05

Exactly. Yeah. And that was the one nice aspect of the whole interview and in person was I really got to meet my now good friends that are going to be lifelong friends. Obviously, I hurt my pocketbook to do all these things. But it hasn't with the upside of, I really got to make some friends that some of my stuff some of the current applicants don't get to do because they're doing no virtually. But I was trying to talk to as many people as possible, because everyone's input is very helpful, they might have had something a different takeaway that I might have had. So especially if there was an interview place that I hadn't interviewed yet that I was upcoming, like, tell me about this, like some program that I was specifically interested, I would really try focusing on those things. Or if there was a program that I had some other questions or something that seemed kind of weird or odd, I would try asking like, what did you think about this thing, or this topic or this subject matter and get their input? And that was really helpful. Because especially if they kind of agreed with what your takeaway was, then it's like, okay, then it wasn't just you. It was actually that's kind of how things are going to be run, or that's the answer to that question. We also made a case, remember, one of one of our colleagues made a, I think, a whatsapp chat, that we slowly added people that were going through the application process at that time, which was very helpful, because one, we could use that to, you know, share Ubers, share hotels, ask questions. And that was a great way for us, even though you didn't know everyone that was a great forum, to relay some of these questions and concerns or whatever you might have. And I hope that's good option for the potential Rei applicants, given that they're doing all this virtually, to have someone create like a thread and then add applicants slowly, because that's a great way to communicate, and a safe way to communicate, I feel like amongst your peers, it's a useful thing that programs could do to help fellows introduce each other. It always benefits in networking to be at the center of the network, and it helps to connect other people together, because by virtue, you become the hub, if you're helping to connect the spokes together, I think that would have definitely been a huge benefit. If anybody thought of that in 2020, and 2021 are things back to in person now, as far as you know, I think they might be staying virtual. They switch to virtual for the few years that I was in fellowship, I'm not sure if they're going back, because I think, to be honest, I think it's much easier for applicants. This one around and it was was challenging yet to get really creative with your schedule. So as far as I know, I think they're staying virtual for the foreseeable future. I'm not sure if they're flipping backwards.


Griffin Jones  23:48

And that doesn't depend on the program. Is that a universal things that everybody's interviewing the same way?


Dr. Jaimin Shah  23:54

Correct. And I think that was kind of had to be universal decision amongst all the program directors did make it all virtual, or all in person. And I think, as far as I know, it's still all virtual, but that that might change in the years to come. But as far as I know, I don't think it is.


Griffin Jones  24:10

Well, then I think everything that you've said in this interview is even more important, because every thing that Dr. Shah has talked about is content. So if you want to think of of what your content strategy is for positioning yourself, start this episode from the beginning and make content for each of these pieces of questions because then it's all the more important if people aren't able to have some of those by chance, interactions, meeting in person, the having content for all this stuff, having your fellows talk about the different questions, having your different faculty answer the questions and and certainly any ways you can do it creatively help but but just start by answering them straightforward, is going to be useful. So David, I think this is a good topic for those that are in in academic medicine, but the more you talk, the more I'm thinking. There are a lot of private groups, private ethnic groups, network groups that are inevitably going to be training OBGYN to do more things other than obstetrics and gynecology. I'm not saying what's right or wrong. I'm not saying what can supplant fellowship and what can't, I'm just saying it's inevitability. And some of what you talked about, is relevant to a career path that those programs can offer to OBGYN that they're trying to recruit. I'm not saying exactly what and exactly what level of training but just in terms of recruitment, I encourage listeners to think about that, that people are looking to advance their careers, to develop their autonomy, their mastery and purpose in different ways. And the outline that we've given for fellowship programs also make sense. If you're trying to get more docs into your programs, and trying to use the idea of upskilling them as part of the benefit, some people are gonna get pissed that I even suggest that I'm agnostic to the clinical value of it, I'm just talking about the recruitment value. So all that background laid down knowing that it isn't just division chiefs that are listening. It's also some practice owners and other folks, but let's we can we can go with the whole audience or part of the audience, how would you like to conclude with them?


Dr. Jaimin Shah  26:37

You know, I think, you know, for for program directors out there is to try making a lot of this information accessible, because it says, obviously, a lot of information to try obtaining during the interview day. So as you try think about to make your program more attractive, having this information more readily available amongst the fellows or creating slide decks that you can review all this with potential applicants would be very helpful. Because these are all questions that our applicants are wanting to know. And if you're applicant listening, is to do your homework, make your list of questions, things that you think about could affect your fellowship, to the day to day operations and try picking the brains of anyone in the REI field, such as current fellows or recent graduates, because they're going to have some insight that you may not have thought about. So really just network and talk to as many people as possible because you'll learn a lot and you'll learn a couple of different nuggets along the way. So and I think then you'll have good chance of success, hopefully getting into the field.


Griffin Jones  27:42

Dr. Jaimin Shah, thank you very much for coming on the inside reproductive health podcast. Thanks for having me.


27:48

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health.

175a What OBGYN Residents Need To Know When Applying To REI Fellowships Featuring Dr. Jaimin Shah



Research, letters of recommendation, drive, ambition… If you are interested in applying to REI fellowships, this episode of Inside Reproductive Health is for you. Griffin sits down with Dr. Jaimin Shah to discuss what it takes to land at the top of the applicant pile.


Listen to hear:

  • Dr. Shah’s tips to those interested in entering the REI field.

  • What REI fellowships are actually looking for in an applicant.

  • What Dr. Shah did to secure upwards of 30 acceptance invitations to interview for fellowships. 

  • What you can do to stand out as an applicant, and when you should begin preparing.

Dr. Shah’s info:

Website: https://www.shadygrovefertility.com/
LinkedIn: www.linkedin.com/in/jaiminshahrei

Transcript


Griffin Jones  00:00

If you're a regular listener to inside reproductive health, this might not be the episode for you. This is for those who are not yet in our field because we sometimes get people that are still in residency, maybe sometimes still in medical school, they're looking into the field, because they want to come work in your field, and they use this podcast as a resource. So I took advantage of that with Dr. Jamin. Shaw. This episode is really for OBGYN residents who are applying to REI fellowship or maybe to some med students that are going into residency but know that they want to sub specialize or at least strongly feel about it. For those of you that are in the field, I'm going to do a different interview with Dr. Shah about how to attract those candidates that you want. But this is for those folks that are doing the applying and if that's you, but I've talked about what Dr. Shaw is how you find your mentor, the difference between senior and junior mentorships a delineation that Dr. Shah used that I wish I had used in different aspects of my life, how to attract those mentors or how to reach out to them. We talk about what kind of networking OBGYN residents need to do we talk about what the average candidate looks like to REI programs we talk about the importance of offside rotations is a competitive advantage. And speaking of how to candidates look to REI programs, we break candidates into three different tiers based on the amount of research that they've done. And Dr. Shaw gives us numbers of first author publications that make sense for each tier, Dr. Shah applied to over 40 programs, he got interview offers from at least 30 of them, he went on 18 interviews, and he got his second choice. And this is a really competitive field. So I hope you take advantage of these tips. And if you are to join this field, welcome. I hope you enjoy this conversation with Dr. James Shaw, Dr. Shah Jamin. Welcome to Inside reproductive health.


Dr. Jaimin Shah  02:06

Thank you for having me today, Griffin,


Griffin Jones  02:06

it's good to have you on because we became friends from you listening to the show, and then us corresponding and then we got to meet in person. And that was probably a couple years ago that it started. And now I consider you a friend. And it's cool to have you on to do a topic for an audience that normally isn't a part of our audience. But I still find some of those folks. So a lot of times we're not covering content for residents, we talked to REI fellows a lot, but have not really created anything further up the channel for those folks that are considering going into Rei. And I want to take advantage of your experience to have that for that little audience, invite those folks that aren't even in this world yet. And talk about what they need to know to make them more attractive for getting into the REI fellowship program that they want to so can you give us a little bit of context of your self and what your process was like? And then I'm just going to give you more specific questions.


Dr. Jaimin Shah  03:11

Oh, thank You that mean, it's great to you know, broaden the audience. I think the REI potential, you know, the residents that are potential interested in Rei fellowship are obviously the seeds to make our field grow. So I think trying to reach that group is important. But I you know, I came from UT Houston, OBGYN residency, so it was not affiliated with an REI program. And learning that process from a resident perspective. And working with various mentors was was key to my success in matching into Rei fellowship. So I do have a couple of tips. You know, I wanted to share with other potential residents interested in the REI field.


Griffin Jones  03:54

How early did you start? Because it seems to me that some people know that they want a sub specialize even before they go to medical school, and then other people don't know until well into residency. When did you start the process of deciding this is something that I'm going to move on to do?


Dr. Jaimin Shah  04:13

Well, to be honest, I was doing quite a bit of research when I was a medical student because I stayed the same medical school program and to residency. So I was doing lots of research in GYN oncology. Actually, that's I thought the route I was going to be taken until I pivoted during my intern year. So I started pretty early on doing the research. And that's one thing I'll touch on later in the episode is that starting on any kind of research is important early on, even if you think you might have an inkling that you might want to do any sort of fellowship.


Griffin Jones  04:41

So what was the first research that you did? What did that look like?


Dr. Jaimin Shah  04:45

I mean, I started as a first and second year, medical students doing Emergency Medicine Research. And then because that was one of my initial interests, and then I kind of slowly pivoted into women's health into OB GYN and doing GYN oncology research with MD Anderson. And then that slowly pivoted into when I was an intern transitioning to more fertility preservation, and then trying to broaden my horizon onto other different Rei topics, in addition to I was also contributing on MFM research because we had a robust mmm department. What


Griffin Jones  05:20

are Rei fellowship programs looking for in your view? Well, what


Dr. Jaimin Shah  05:24

they're looking for is, first of all, a well rounded applicant with research experience, I think research is a big part of what they looking for what your prior experience was, even if it was Rei research, or non REO research, trying to find someone with a passion to learn you research techniques and interviewed research projects early on. Also having an applicant with good letters of recommendation from REI and non Rei mentors, who can speak on behalf of their abilities, and speak on their experience of working with that specific resident. And then most importantly, obviously, trying to find a hard working resident who could be a good fit for their fellowship, who could flourish and utilize all the resources that would be available in that fellowship program.


Griffin Jones  06:11

There are how many Rei fellowship programs 4044 Do you know the exact number?


Dr. Jaimin Shah  06:16

I don't know the exact number. I feel like it can range between 40 and 50. I think my year there was like 41, because there was, you know, handful programs that took internal candidates. And I think it varies from year to year. But I think that's a general ballpark of about 40 to 48 or so.


Griffin Jones  06:29

however many there were your year you applied to all of them why?


Dr. Jaimin Shah  06:36

I think as an applicant, obviously I had, I wasn't limited by geographic constraint. So I wanted to kind of put my hat in the ring for all all programs, right, I think it's always better to try to apply to all programs early on, versus trying to add programs later down the line. Because you know, programs are going to be reviewing applications from the get go. And so trying to be in the front of the line is is important, I think,


Griffin Jones  07:02

did you make that known to the programs that you were applying to?


Dr. Jaimin Shah  07:08

No, I mean, I just applied to all of them, right? You submit the application, it's one application, you have your letters of recommendation and the kind of the portal, and you can you can submit to All Programs and then see if they would be interested in offering you in an interview spot.


Griffin Jones  07:23

And you got quite a few you got 30 interview offers, or about that out of low 40s. However many it would have been, what do you think that you did to get that many interview offers?


Dr. Jaimin Shah  07:38

I think someone told me early on was from a research perspective, you know, there's different, there's different tiers. As far as kind of the number of publications you can have there, you know, most, most resin applicant applicants will kind of have one or two first author papers, I think the next tier might have three to four. And I think in the top tier of, of applicants might be you know, five first author publications in addition to other research that you've contributed on. So I think that is one yet you kind of have direct control about as a resident. So if you were in that category, you could potentially stand out a little bit more compared to other applicants. Someone told me that early on. So then I took that to heart and said, You know what, I want to try to be that top tier and, and tried to work very hard to get into a lot of research out and learn the process. And in that I think that was one thing that did stand out my application.


Griffin Jones  08:29

Sounds like you did because if I have my notes, right, you did 10 first author publications while you're a resident. Yes. And our tiers were so the third tier is what one or two, you said,


Dr. Jaimin Shah  08:42

I think the third tier would be kind of five plus?


Griffin Jones  08:46

Well, you and I are going backwards. Third, bottom one, bottom one is one or two, I would say So on average, and middle is three or four. Correct? And then the top tier is five plus. So you were like I'm gonna comfortably set up in this top tier here. When did you start on that? The very beginning of residency,


Dr. Jaimin Shah  09:12

like I said, I had some projects I was working on as a fourth year medical student that were more Juhan oncology specific. And then kind of pivoted into kind of fertility preservation, and then more into Rei based projects. So I started I would say fourth year medical school and then really going in, in my intern year, my first year residency.


Griffin Jones  09:33

So if you want to be in the top tier for the number of first author publications we're referring to, you have to start pretty early. In your case you started even before residency, is it too late by the end of residency


Dr. Jaimin Shah  09:49

by the end of residency is too late because obviously you'd be graduating. You can continue after residency, but you're going to be applying for Rei fellowship during your third year of residency. So, it's really good to know if you have an inkling to do any sort of fellowship. And that's what important to start on any kind of research early on and your residency training. And even if you pivot to another subspecialty, like I did, it's still show that I saw I, you know, developed a project, you know, created, developed it, collected data, presenting at a conference and then published it. And so it kind of shows fellowship program directors that okay, this applicant, you know, created a project with a mentor, saw it through, presented it and published it, right, it shows that that that resident applicant is capable of learning research and doing research, and you have to understand that certain constraints, but certain programs may or may not have as many resources, like an REI division or not.


Griffin Jones  10:49

So you did that, and it made you attractive enough to at least 30 programs to offer you an interview. Is there other things that you think other than the research that you authored that made you invited to those interviews?


Dr. Jaimin Shah  11:11

Yeah, I mean, it's more of a general, you know, I think there's six other points that I think you know, apply apply to my case, but more broadly, would be trying to find good mentors, junior and senior mentors, considering away rotations, making sure that you're networking as much as possible throughout your residency career, utilizing your available resources, you know, thinking about different Wow factors that you might have in your prior experience. And then there's, I think the other component is criado scores.


Griffin Jones  11:43

Let's talk about the network and for a minute, because there are some conferences in our field that are very fellows heavy, but residents sometimes go there for whatever, maybe they work on a paper and they get to submit their abstracts, somebody sponsors them, they get a scholarship, some, some kind. And I have talked to a couple of those people, and they're not totally sure if they even want to sub specialize in reo. Let's pretend they're a first or a second year resident. And somehow they get to one of these conferences. I know people who said you can't go to PCRs or whatever. Some other conference, if you're a first year resident, you can I've seen them there. So they're there sometimes. But so let's say they're early on in residency, what should be they be doing to network there, if they find themselves in one of these conferences,


Dr. Jaimin Shah  12:32

I think beforehand, trying to reach out monks, other local fellows in respective programs and trying to get to know them get their numbers, that's what I did. And some of those fellows kind of took me in there under the wings and introduced me to people. I was picking their brains about how they went about it. You know, they introduced me to their mentors. So I will basically trying to talk to as many people as I could to learn their experience, how could they help me? Or how could you know, they give me some advice to make sure further my agenda, making sure I, you know, successfully match into Rei fellowship.


Griffin Jones  13:06

How did you decide upon which mentors, you wanted to mentor you?


Dr. Jaimin Shah  13:11

Through your question? So I had Junior mentors and senior mentors. So Junior mentors, I would say, our fellows, you know, I had yield Chappell. He was Baylor fellow, and I reached out to him and a bunch of fellows. And he kind of took me under his wing, and it was great to kind of get his experience and get his advice. And so I worked on some projects with him, right, so he was more of my, my Junior mentor, you know, senior mentors, you know, we had some affiliations and some private practices. And that was just me networking, reaching out to different programs, you know, Baylor and other private physicians and trying to find positions that might be willing to take on a resident on a certain project, and then really kind of diving into learning more about their experience and kind of how I can better myself as an applicant.


Griffin Jones  14:03

Earlier in my career, I was really obsessed with learning how to acquire mentors, I find that as you advance in your career, and you get better, it's actually easier to acquire mentors, because you sometimes just start doing business with them, or you have similar interests. And so you can acquire mentors a little bit more readily. But in the beginning of my career, I had to be really intentional about it. And I never thought in terms of junior and senior mentors, where did you come up with that framework?


Dr. Jaimin Shah  14:37

It was something I just learned along the ways because you'll get advice from two different people. And they could be doing the same exact thing but one is a little bit more senior and one's a little more junior, and I think they're closer to the experience of REI fellowship. And I needed to get that advice and input of directly have over these next one to two years that are going to be critical to my success of the In Rei fellowship, how did they do it? What suggestions do they have? For me? What did didn't work for them? What did you wish you knew? Right? So those are all the questions I was asking you a lot of REI fellows. And they have that. That direct insight because they're loved. They're living in that process recently versus someone who might be 10 or 15 years out and just a little bit different of how they came about that process.


Griffin Jones  15:23

I think you are smart to not view each of those as mutually exclusive. Like, I struggled for a long time thinking about this for financial advisors, because I look at a lot of the younger financial advisors and like, well, they don't have the experience, they never actually really built wealth, because in order to build wealth, it has to stand the test of time, there's got to be decades, but then I worry about some of the older financial advisors if they are leaving things on the table, ignoring some of the new technologies, the new types of trading the new types of asset classes and everything else. And I always kind of viewed it as it had to be one or the other. And I think you more wisely said no, I've there's two different classes, and I want each of them. Correct. For those that were more senior, how did you approach them?


Dr. Jaimin Shah  16:16

You know, we were affiliated with the private Rei group. And I knew that constraints to that in the sense that, you know, the private clinicians, they don't have as much dedicated time to education and to reach out to residents. So I kind of reached out to different Baylor faculty reached out to other other private clinicians, I literally emailed and called different problems in the city of Houston to figure out who could pick me on as a resident for research and then kind of use that as a as a segue into kind of trying to pick their brain and and trying to see if they could be a mentor for me,


Griffin Jones  16:50

picking up the phone and calling the office.


Dr. Jaimin Shah  16:53

Yep, sometimes if they didn't respond via email, then I reached out to the next source and saying, Hey, can I get in touch with his doctor? I'm a resident in the local area interested in in talking to them? And that's what I did for a lot of programs around the city.


Griffin Jones  17:07

How often did it work?


Dr. Jaimin Shah  17:07

Most times it usually worked.


Griffin Jones  17:11

Were you nervous about being perceived as a salesman? Or does the distinction that you offer really quickly, hey, I'm a resident, did that help?


Dr. Jaimin Shah  17:21

I think it helped when they said, when I said I was resident, and it was one of those things that I learned very early on in my career, the worst that someone can say is no. And so it's okay. If someone said no, or didn't call back or didn't reply back to email, then I just tried to the next one. One


Griffin Jones  17:35

of the other tips that you gave, in addition to networking was and mentors was offsite rotation, something more about that?


Dr. Jaimin Shah  17:46

Yeah, so I did an away rotation. And I use that as a strategy to learn more and go to a different program for a month to, you know, continue to work on research, and to also try to find a good mentor that could you know, write a good letter recommendation, in addition to getting great experience. You know, I came from a non Rei I didn't have an REI division, for as far as the fellowship goes. So I was trying to utilize doing an away rotation as another way to kind of think outside the box of how to make my application a little stronger. And that was one idea that a previous resident had done before. And I kind of utilize that as a great idea to try to do an away rotation. And it was a great experience. I learned a lot. And now I got kind of a lifelong mentor, wanting the process,


Griffin Jones  18:42

like how much do you have to do to do in a way rotation? Do you have to go through your program? Can you submit that to your own program? Hey, are these other places that I would like to rotate into how does that work?


Dr. Jaimin Shah  18:55

Well, first, you have this makes sure that your residency program allows and has the ability to do a one month rotation, luckily, my program had the ability to give me that opportunity. And then I talked to you know, the different Rei clinicians in town who maybe had some suggestions and some insight and some programs, and that's kind of how I use that route. And they kind of put me in touch with that mentor at that institution, and then connected me via email, and they agreed to take me on and that's kind of how that process started.


Griffin Jones  19:26

So not every residency program allows for rotations. Yeah, I think it just depends on the curriculum. And then does it also vary, per programs curriculum, what types of institutions that you can do that rotate? Does it have to be an REI division within an academic system? Can it be at a private practice? What's that like?


Dr. Jaimin Shah  19:50

I think it's kind of enlist as far as the the kind of the different type of programs you can go to. I wanted to go to a program that had an REI division. Um, that was more academic affiliated, just because of thinking about a potential mentor who could, you know, write you a good letter recommendation? You know, that's something you have to take into consideration as well.


Griffin Jones  20:13

What tips do you have for applicants as they're going into the interview?


Dr. Jaimin Shah  20:20

As they're going into the interview? You know, I think you want to create a list of questions that you want to ask all programs, I would recommend asking the same question to multiple people during the interview process to see if you get the same answer. In try to think about, and I would recommend talking to it and current Rei fell, it helped create some of these questions for you. You know, I have a list of them, too, that I created with a bunch of different Rei fellows that they felt were important to ask about numbers and about hours and about monitoring and basic things you might not think to ask. So I would ask a lot of the same questions to most people to interview to see if I got similar same responses or different responses. And that was kind of a telltale sign if there was, there was some discrepancy. And another thing that I found very helpful going in the interview process was to make a real time rank list. You go through the process, and a lot of programs blend, like, okay, every program, most programs are really good, they're going to get you a great education. But you really got to find calm and try to find, look at the fine details. And that can get very blended when you go on multiple interviews. And so I would, I would jot down notes, and mainly when I left when I was in the car or in the lobby, and just


Griffin Jones  21:42

want to make sure physically, when you say a real time rank list, you're talking about physically, not just up in your head, you're you're noting it out,


Dr. Jaimin Shah  21:49

I had notes on my phone, and I would I'd started ranking programs, because it was one of those things that you want to trust your gut, as far as kind of what what did that program really make you feel good? Did you feel good fit? Did you feel welcomed, etc. So I would go before I left the premises, I would jot down notes of the things that stood out to me things I liked, didn't like things I need follow up questions on right because was fresh in my mind. And then I would go to my next tab and go put my rank list together. And I literally had a running rank list. And it was the best thing because by interview 10 or 12, they really started blending it together like Did they do monitoring? How many retrievals? Did they do? Did the fellows do transfers, like do have to take call or like what's the call structure, like you know how many faculty like those little things are very hard to remember. And it's very hard to go back. And so that was one thing that I learned from someone that and I was it was a blessing. Because if I didn't do that, it'd been very hard to really comb through some of those details. So that was also really helpful. And the other tip was, pick the program, you think you're going to be the happiest app, don't pick the program that you think that you need to be at. I think now going into the REI fellowship, this is kind of hopefully the last stop for you. You want to pick a program that you think you're going to excel at, that you're going to be happy at. And that was one of the biggest things that I took away from that is don't necessarily assess the interviews as a way for you to make your rank list. Because to be honest, most interviews are pretty relaxed. They're very conversational. And you think honestly, every interview goes well, at least how I felt in the REI fellowship realm, because everyone is very happy. They feel that the conversations are very nice. So it's really hard to tease out a, a pleasant interview experience versus Do they really liked me, because to be honest, I bet they are like that with pretty much most applicants, because that's just the general nature of the field. And so I think that's where you got to trust your gut and pick the person that you're, you think you're gonna be the happiest set and not the other way around.


Griffin Jones  23:58

So when you say pick by where you think you can be the most happiest you're saying as opposed to where you think, as opposed to thinking based on how they're ranking you?


Dr. Jaimin Shah  24:09

Correct? Because it's a rank system, right? So it's supposed to be in favor of the applicants. So I think you have the trust of where you think you've been happiest. And it's all going to work out in the end. And it does when you talk to most of my other friends and colleagues around the country. It all works out kind of how you make the rank list.


Griffin Jones  24:28

In your real time rank list. Did you put those different factors that you have in one kind of general note section? Or did you have very specific criteria in different columns of your rank list so that you made sure that you were comparing each of the programs on similar criteria? It's a great,


Dr. Jaimin Shah  24:48

great, great question. So I actually made a note section and I kind of had my free hand notes for every program. And then it was actually my my wife's idea to make Have a an Excel list and do exactly what you said kind of put surgical volume, number of embryo transfers, geographic and certain geographic location, you know, call structure, research opportunities, and put some of those. So I could actually rank each program for those specific categories. And that was actually really helpful to look at my first rank list and then look at my final rank list. And it actually turned out to be very similar in the end, but it was a good exercise to go through it. To really look at some of the nuances to the interview process.


Griffin Jones  25:36

When you say that it was similar your first rank list and your final rank list. You mean, before you ever went on the interviews, you


Dr. Jaimin Shah  25:44

should rephrase that. It's actually when I finish the interviews, and like my running rank list, compared to my final rank list, after looking at my kind of Excel file that I went through,


Griffin Jones  25:55

how long did you take to digest from you've finished your last interview, you've got your running rank list versus, okay, now I have to make my final decision. How long did you give yourself?


Dr. Jaimin Shah  26:07

I had a few weeks. And I kind of after my last interview, I gave myself a good four or five day just pause, just to kind of process and digest and just kind of reflect and then went back to the list. And back to the criteria to help me rank


Griffin Jones  26:26

for the running list, did you you're going into interview number eight, you walk out of there, and you're like, Okay, I think that they're number three, and so you just put them at the number three spot? Was it in real time like that? Yep, exactly. Did that skew your perception in any way of thinking? Like, okay, now I have to? Well, you know, I've already got these eight. And I feel so strongly because this one has been number one since the third week. Did that? Does that skew your perception in any way?


Dr. Jaimin Shah  27:01

No, it kind of just, it kind of really, when you have a couple good, you know, three or four poems that you really liked? It'd be very hard to choose from. Right? Those are a good comparison, when you go into a new interview, as far as well, I like this about that. I can do transfers, and I can do as many retrievals as a fellow. Right. I think that's a really good thing. Right? So that was really a thing that was important to me. And so when I heard about oh, yeah, you would get to do 10 transfers across the whole fellowship and union, you get limited experience in retrievals, or things like that, right, like, so those are things that you had a benchmark of saying, Well, this is where I've heard a programmer would allow me to do such things, or I would have this access to this research opportunities that this program doesn't have. And you can internally figure out when you go out the interview process, what you value and don't value for your future education.


Griffin Jones  27:47

Do you remember the criteria that you had, in your real time list what you said, I think cycle volume or a number of transfers, what were the criteria as far as you can remember,


Dr. Jaimin Shah  28:00

procedures, that was definitely one one big one, looking at transfers, retrievals. Looking at the your research opportunities, what have prior fellows done, I wanted to get really into like, prospective and randomized controlled trials, I wanted to go to a center that would give me the ability to do that as a fellow versus just retrospective studies, I wanted to have the ability to do translational research, wanted a program that had you know, you know, decent surgical volume, not heavy surgical volume, but not very low coming something in the middle. I wanted to have the ability to have my own fellows clinic, where I was the attending and I had supervision but I was the one making the decision because I think that's really important. I think geography was also a factor lower factor. I had a wife category in there as well, my wife had to say for my partner had to say cuz you know, happy wife happy life, right. So that was also an important factor in that as well of where she might want to go where opportunities would be good for her. So that was another piece. I think those are the some that kind of come to mind.


Griffin Jones  29:08

Many of those things are an individual's preferences. Are there some things that you think are must haves or should be must haves, regardless of someone's preferences? So the amount of clinical work or if there's a fellows clinic, where they can be attending or if they, what kinds of research opportunities are available? A lot of that will have to do with someone's preferences, but are there a few things that you feel should be in everybody's must have list and if so, what are they?


Dr. Jaimin Shah  29:41

I think procedures as a fellow is key. It's a small thing in some people's eyes, but I think it's a big thing. In most people's eyes. I think there's a lot of buzz about transfers and retrievals I think that's definitely up there. The ability to do other ancillary procedures HFCs water ultrasounds, just being able to do lots of hands on procedure and surgical Other things that are important. And I think the fellows clinic of really getting a robust clinical experience not just working with other attendings, but actually having your own true clinic, where you're kind of running the show, I think is really important. I think those are the two main things. Because you know, every program is going to have research, just different facets of research.


Griffin Jones  30:23

How common is that or not, is that to have a fellows clinic where you're the attending,


Dr. Jaimin Shah  30:29

I felt like half the programs kind of had it to some extent. But, you know, the program I ended match now was kind of at a true fellows clinic, where you're running, you're running everything you have is assigned team, you have nurses, you have financial counselors, right, that are kind of assisting and doing those things. And then you obviously have attending supervision to some extent, but it was really kind of my own clinic that with my own patients that they were booking under my name. And I think that was a great, really great experiences as a fellow that really have the autonomy to make those decisions, cycle my own patients. And that taught me a lot.


Griffin Jones  31:05

So you were talking with other folks that were also applying to fellowship, and you gave the advice to ask the same question of multiple people in a program. And you you rattled off a few of those questions, just making a different point. What were some of those questions that you made sure that you asked every person in any any given program?


Dr. Jaimin Shah  31:29

It's kind of touching the same stuff, you know, the research experiences, what? You know, what have prior fellows done? Are there any limitations on what I could do as a research research perspective? Could I do randomized control trials? Can I do prospective trial? Has that been done before? Understanding the numbers, When can I start doing procedures when we start getting that experience? Asking about, you know, the call structure understanding? You know, will you have moonlighting opportunities, you know, understanding that call structure, I think is important. Understanding the structure of the program, certain programs are structured differently, do research or new clinical first, understanding some what flexibility may have in that you understand if you want to do other electives that you might have an interest in. I think that's also important to ask, too. What is the average


Griffin Jones  32:19

candidate look like? In your view, and I'm going on a bit of an assumption that you are, we're not an average candidate, and didn't appear as an average candidate to most of the programs, because you had done a lot of research, you've thought a lot about the and by research, I mean, research into different kinds of fellowship programs, but also what you authored as the President having 10 first author, publications, having four other papers that you contribute into that being at least double what we would consider the basement for top tier here. You don't have to be humble about this, I actually want to know, what do you think the average candidate looks like to in the eyes of pro work programs,


Dr. Jaimin Shah  33:04

and being on from the applicant side, and then being done on, you know, the fellowship standpoint, to kind of see kind of the trend of applicants, I think the average candidate, you know, would have one or two first authored papers with being on maybe two other papers that they contributed a second or third author. I think most applicants would have at least one national Rei conference presentation, either poster or oral presentation, a lot have more. And then coming in with at least one or two very strong letters of recommendation within the REI community,


Griffin Jones  33:44

Jim anniversary a lot. And you've given us a lot on how to select a mentor, how to approach a mentor, how to network, how to think about getting other opportunities, if there isn't the rotation that you want through your program, how to think about getting started on research? How would you like to conclude with this audience that I haven't created that much content for in the past, but these are the folks that are either going to be your colleagues or not in the next couple of years, but they might be your peers, and they're making that decision? Now? How do you want to conclude with them?


Dr. Jaimin Shah  34:24

Find good mentors early. Don't be afraid to reach out and kind of extend yourself. The worst that someone can say is no, move on to the next. Work hard to organize your research projects early on, present at national meetings, and carry through at the end and publish that paper. So truly try to get a few first author publications and get on a couple other projects with other colleagues and establish connections, build connections, learn from the junior and senior mentors that you have within your program or in your local area. And I think the most important thing is be a great resident and be a team player. I think that really helps you develop as a resident and then hopefully develop as a great fellow.


Griffin Jones  35:06

And I think you are both. And you're also a great guest to have on for us to give some generous counsel for those that are thinking about this step. And hopefully many of them will consider it because we love adding to the number of good areas in this field and the field has nothing but upward to go. So I appreciate you coming on to cover the topic. Thanks for having me.


35:34

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health.

174 The Rise Of In-House Genetics Counselors At Fertility Centers: Featuring Amber Gamma



 In-house genetics counselors may be on the rise among fertility clinics. Amber Gamma, genetics counselor at IVI RMA America, discusses why the profession is trending toward in-house positions, how to address the challenges of funding their placement, and why you might want one of them on your side when it comes to litigation. 

Listen to hear:

  • Which genetic counseling are more suited for in-house vs. external genetic counseling telemedicine companies.

  • How much these in-house positions earn, and how much they cost.

  • Tips on how to bill insurance for genetic counseling.

  • Amber’s response to Dr. Norbert Gleicher’s criticism of the overutilization of PGT-A.

  • What AI will take away from the genetic counseling field, and what will remain in their control.

Amber Gamma’s Info: 

LinkedIn: https://www.linkedin.com/in/ambergamma/

Transcript


Amber Gamma  00:04

One of the biggest barriers, I think, to having an in house genetic counselor is that genetic counselors are not recognized as providers by CMS at this point. So that can make billing pretty challenging. That being said, we do still see that genetic counselors across the country bill, if you're working in a state that has licensure for genetic counselors, you're going to have, you know, a higher chance of success with billing and with significant reimbursements. 


Griffin Jones  00:29

Does your fertility center have an in house genetic counselor? Are you thinking about having an in house genetic counselor? I talked with Amber Gamma. She's an in house genetic counselor for the RMA network. She has been in house elsewhere in the fertility field. She's been on the industry side. She has a master's in genetic counseling from Sarah Lawrence College. She is a board member of the genetic counseling professional group that subgroup within SRM. So I asked her what percentage of fertility clinics have their own in house genetic counselors, that number appears to be on the rise. She talks about the total number of genetic counselors there are in the field, I have her detail what those specific roles are versus which roles are better off for an external genetic counseling telemedicine company. I asked her what kind of revenue and in house genetic counselor brings in and how much they cost. She gives us tips on how to bill insurance companies for genetic counseling. I asked her to comment a little bit on Dr. Norbert Gleicher’s, criticism of the overuse of PGT-A. I don't get too deep into that, because I'm not qualified to but I wanted to see if she thinks that having more genetic counseling in house will utilize less testing or at least different kinds of testing. And then I needed that clarification from her that you may not need of the overlap between genetics counselors and genetic testing labs. I thought there was a lot more overlap. Maybe you do too. So I asked her to delineate that we talked about the advantages and disadvantages to genetic counselors, career mobility being in house versus with a much larger company. And then she concludes with the functions that artificial intelligence will probably take away from the genetic counselor in the next year or two. And what will have to remain within the genetics counselors purview enjoy this episode with Amber Gamma, Ms. Gamma. Amber, welcome to inside reproductive health.


Amber Gamma  02:16

Thank you. Thanks for having me.


Griffin Jones  02:17

I'm trying to think if you're the first genetic counselor that I've had on the show, and I'm gonna feel really bad either way, I guess that I haven't had one over 180 episodes, or that there have been one or two that I'm forgetting. And then I'm going to feel really bad. But welcome. I want to talk to you about genetic counselors in the field. And I want to talk to you about their role in external companies versus being in house for a fertility center, you are in house for e vrma. And can you give us some context about how many genetic counselors there even are in house in fertility centers in the US?


Amber Gamma  02:55

Yeah, so it is around, I would say 20, at the moment. So the National Society of Genetic Counselors does a professional status survey every year. And so in the latest professional status survey, there were about 50 genetic counselors that reported working in this field entirely. So that would encompass your in house genetic counselors, your PGT, labs, your gamete. Banks. So that is growing, it was about 40, a couple years earlier, so we're growing pretty rapidly. But in terms of the in house, GCS, that's definitely where I think we're starting to see a bit of an inflection point and some more growth


Griffin Jones  03:33

of those 20. Do you how many are with IE vrma? How many colleagues do you have at your own company?


Amber Gamma  03:40

So two, as of today, I was the only one before that.


Griffin Jones  03:44

And so the other 18 that might be out there? Do you have an idea what the kind of distribution is between if they're at large group networks? Or if that among independently owned Fertility Centers? Do you have any idea,


Amber Gamma  03:57

you do tend to see a fair number that work in academic centers? So within I'm based in New York City, within the New York City area, a lot of my colleagues are based at, you know, large academic Fertility Centers, you definitely will see genetic counselors in privately owned groups as well. So specifically on the West Coast, within the Seattle area, I have a few colleagues that work, you know, kind of in more private practice. And I will say it does tend to be pretty distributed to the coastal areas. At this point. I definitely do have some colleagues in South Dakota, Missouri, but largely, you'll tend to see that we do kind of fit along the coast a little bit more.


Griffin Jones  04:36

So we think that there's 50 in the field based on the National Society of Genetic Counselors survey, you mentioned that you've thought there's an inflection point going upward for in house Janet concert. That is say you think that there is a trend of more genetic counselors being brought in house tell us more about that.


Amber Gamma  04:58

I think that we're really reaching a point where reproductive genetics and genetics generally is becoming so important in the field of fertility medicine. And that is because of the technologies that are picking up steam within our field, but then also genetic testing technologies and other areas of medicine. So things like pediatrics, you'll have, you know, a lot more genetic testing that goes on for kiddos that have pretty complex medical issues. And then you may find a genetic cause for that child's medical issues. The couple still wants to have more children. So they're coming in for fertility care to be able to reduce that risk. So I think that we're starting to come across some more complex genetic situations where providers aren't necessarily feeling so comfortable dealing with those situations, and feeling confident in their counseling abilities to be able to guide that couple appropriately.


Griffin Jones  05:50

That makes sense why we would expect to see more genetic counselors in the field, you mentioned that it's up fifth, the from 40, a few years back, but why in house,


Amber Gamma  06:01

because for me thinking about an in house genetic counselor, it's really all about, you know, what you really deal with improving the patient experience, right? When we have a couple that comes in, and they've had previous genetic testing, for example, the genetic counselor that works at the PGT lab isn't really going to be focused so much on the appropriateness of the testing, how the how the results will be handled, what we would be thinking in terms of embryos that are eligible for transfer versus not eligible for transfer, the conversation that really happens with the genetic counselor, the PGT lab is more going to be focused on, you know, this is how we set up the PG TM testing this is the process that we're going to go through this is what's needed. But there is always a discussion that needs to happen about how is the couple wanting to use these results. You know, if you're finding things like variants of uncertain significance that are not black and white on genetic testing, how are we going to be handling those? Are we going to be testing for them? Are we not going to be testing for them? What are the couple's goals and testing for them? So those are all things that an in house clinic based genetic counselor can really explore thoroughly with a couple that may not necessarily be part of the PGT lab conversation.


Griffin Jones  07:18

How do you envision it being structured because if there is a an inflection point, and we start to see a growth there, then I guessing we would start to see divisions departments, or at least teams of some kind right now, you're with a really large company, RMA does several 1000 cycles in the US. And there's you said you have two colleagues right now. So there's three of you for this very large company, what will the structure go on to look like?


Amber Gamma  07:48

So there's just two of us at the moment? My second one is starting today. Yeah. So I think that's really going to be dependent on the company. And, you know, for example, obviously, working for such a large company, it's not like I've just been able to come in and take on all of the genetic counseling that happens, it's really been focused towards things that we feel like are more important to be in house versus things that could potentially be handled by genetic counselors that intelligent addicts companies, for example, right, those supporting the supporting organizations that can help bridge the gap if there are not in house genetic counseling services that are available. So over time, what we're really hoping to do as we build the team is be able to bring more in house to be able to provide a better patient experience that continuity of care. Because also in house GCS are very familiar with the clinic policies and how we do things and tele genetics companies, when you're working for multiple different clinics. Those genetic counselors don't feel like it's their role to really be able to say, well, this is what study your particular clinic. It's more this is the information that we have about this genetic testing results and the possible avenues that can be considered. So we're definitely hoping to build a team that can help improve, you know, the genetic counseling services that we provide by you know, potentially bringing more in house and be able to have the resources for our providers to go to you and for nurses to go to when they encounter situations and they need


Griffin Jones  09:22

guidance. Tell me more about those roles specifically and how you see them differentiating from the help that you might be augmenting with at Tella genetics companies, you talked about being a resource for the providers, being able to have more background for the processes that you're running at your clinic as opposed to here's just a particular type of tasks but as specific as you can be talk about what those roles will do versus what the external roles might do.


Amber Gamma  09:57

So for example, I think what a lot of people Little are facing right now is the issue of mosaicism on PG TA, right? So if, as an in house genetic counselor, I'm aware of what our philosophy is when it comes to mosaic results, what our transfer policies are, and our workflows. So things like consent forms that need to be signed, what needs to be in the patient's chart for our embryologist to say, Okay, this embryo is going to be transferred. And so it's a much more seamless process for our patients, right? They meet with me, I handle the consent form, everything is in the patient chart. And there's no questions along the way. If you're talking about, you know, an external genetic counselor at Atella genetics company, they're obviously working with many different clients. And as I said, as a separate entity, a lot of those genetic counselors report not feeling comfortable speaking to that particular clinics policy. So they're going to be saying, well, this is the information and this is the data that we have about transfer of these embryos, go back and speak to your physician and talk about what their clinic policies are, what pre transfer requirements may exist. And so as I mentioned, it just kind of creates that more seamless process for the patients, and having, you know, more of a way that they can feel, I think, supported through that process.


Griffin Jones  11:15

That makes sense to me, I'm trying to think of it in terms of economies of scale, and I'm comparing it to something that I know better, which is marketing firms, marketing agencies, and some corporations have in house marketing agencies, and some do it for reasons of cost effectiveness. And it's almost never more cost effective. So even if you think of very large agencies and very large corporations, you think of a Pepsi, and maybe they're with Saatchi and Saatchi, or universal McCann or group M, or one of these really large Madison Avenue agencies, there will be an entire division that's just on Pepsi, but they're employees of the agency. And so what about a genetics company that has a dedicated rep for a particular clinic or particular network where they are trained on that clinic groups philosophy that clinic groups, workflows, has access to put things in their chart notes, their transfer policy? Why wouldn't something like that be able to work?


Amber Gamma  12:23

I think that there are some questions to be asked about, you know, as a, as a healthcare entity, how much access you want to be able to give to external companies about things like patient information, etc. Right? So usually, in situations where we are referring out for those services, it may not be the case that that service has access to the entire patient chart, right? Because is that really appropriate? Do we really want to be giving that access just from like a HIPAA point of view and a regulation point of view? I think that this is more related to patient care as well, right. And so I know that having the relationships with nurses and physicians within the clinic and them knowing that they can come to me, and having spoken with patients and them knowing that I work for the clinic itself. Again, I just think provides a better patient experience overall. And we do see this reflected, you know, I there was a survey that was done at practice managers that was presented at ASRM last year about people that had hired in house genetic counselors. And the majority of those participants said we did it to try and improve the patient experience. And they felt like it had done that, you know, so we do tend to see that there is this feeling within the field as well that, you know, having the in house genetic counselor is beneficial to be able to improve patient care.


Griffin Jones  13:51

Are you working with all of the different offices of RMA right now, all of the providers across the United States? Yeah. How is that workflow managed.


Amber Gamma  14:03

So we have a very clear list of indications for which patients will come to see me and then we have workflows for other indications, you know, when May a patient be referred to an external service? And so we train our staff really, and we have resources available for the staff, and then it's just habit building over time, right. So, over time, the nurses and the physicians have learned, they can always reach out to me with a question, I'll always direct them in the correct way.


Griffin Jones  14:31

Well, that's how I mean so even if you have a policy of which patients you see and which patients are referred to an external agency, if you are the only person who this is their sphere within a very large organization, are you not getting pinged with emails constantly about what about this? What do you think about these things that aren't even part of your, your ticketed workflow?


Amber Gamma  14:54

Yeah, yeah, I do get a lot of those emails. And so that is a large part of my day as well. Well, it's just being able to provide that support to our providers and to our nurses. What are they asking you? They're asking me about carrier screening results. They're asking me about, you know, what do you think about this history or this genetic counseling note that we got? What do you think needs to be done for this patient? And yeah, I mean, depending on the day, it can be a lot of emails, right. But I think that's one of the beauties of having an in house genetic counselor is that those individuals know that there's someone that they can reach out to that they trust, and that they know is going to be very responsive to be able to get that answer.


Griffin Jones  15:34

You talked about There are criteria for which patients see you and which patients may be referred to an external company. What are the criteria for patients that are a good fit to be referred to me an external to an external company,


Amber Gamma  15:49

it's going to be your more routine things. So things like carrier screening results that don't show an increased reproductive risk. The it's the more complex things that come to me where those clinic policies really become important. So things like mosaic embryo transfers, segmental aneuploid, transfers, complicated PGGM cases. So your more routine stuff is going to be referred out and it's the more complicated stuff that we keep in house.


Griffin Jones  16:16

What kind of revenue does one in house genetic counselor bring in?


Amber Gamma  16:21

Yeah. So this is something that the genetic counseling professional group is working really hard on right now. One of the biggest barriers, I think, to having an in house genetic counselor is that genetic counselors are not recognized as providers by CMS at this point. So that can make billing pretty challenging. That being said, we do still see that genetic counselors across the country bill, if you're working in a state that has licensure for genetic counselors, you're going to have, you know, a higher chance of success with billing and with significant reimbursements. There's a few different strategies for revenue generation may be billing directly under the genetic counselor for appointments, a lot of genetic counselors and other areas, see patients in conjunction with a physician. And so the billing is done under the physicians name. There is also the opportunity to think about bundling in a fee. I know some of my colleagues at their institutions, there is a fee built into embryology fees as part of the IVF cycle that generates revenue and income for the position.


Griffin Jones  17:26

You mentioned some states where there is licensure for genetic counselors, do you know some of those states off the top of your head?


Amber Gamma  17:34

Yeah, um, so a lot of the states that I practice in New Jersey, California, Washington, Florida, Pennsylvania, New Hampshire, Connecticut, it's the majority of the states at this point, I think we're around 30 to 35. And then in a lot of states, like in my resident state, New York, there are active licensure efforts to be able to get bills passed and get licensure in place.


Griffin Jones  18:04

And so those are the states where it's easier to bill directly under the genetic counselor typically,


Amber Gamma  18:10

yeah, when you look at the data, you do see that the licensure does increase the chance of getting reimbursement from insurance companies.


Griffin Jones  18:19

And those where the genetic counselor is meeting in conjunction with the physician and billing on to the physician, does that typically happen in states where there isn't licensure for?


Amber Gamma  18:29

Yep, it'll it can happen as well. In states where there are licensure, it depends on your area of practice. So for example, if you're a genetic counselor working in pediatrics, all of your appointments are going to be happening in conjunction with the physician. prenatal appointments pretty often we see that and I would say it's less common within the field of infertility, but it's always something to consider. If you're thinking about getting a genetic counselor and thinking about billing strategies.


Griffin Jones  18:54

This may be a question for a billing person but I'll ask you in case you know it, do you know about the differences between the traditional insurance companies that united Blue Cross and how they bill genetic counselor time or don't, versus the employer benefits companies, carrot progeny kind body.


Amber Gamma  19:16

So we're really lucky actually progeny recently started to cover genetic counseling services. So we're seeing some changes there. You're big players like Aetna, UHC, Cigna. We do tend to see reimbursement from those insurance companies. I know in New Jersey horizon Blue Cross Blue Shield is a bit of a challenge, you know, to get reimbursements. And there are still some insurances that don't credential genetic counselors, but that doesn't necessarily mean that you won't get reimbursement. So sickness and example they don't credential genetic counselors as providers. But if you build genetic counseling services, we do see that you do get reimbursement in most cases.


Griffin Jones  19:57

I am going to do an episode soon. specifically about reimbursements and negotiating with insurance companies, I have a CEO coming on to talk about that topic. So we don't have to go all the way into a book, what other Can you give us for being able to get reimbursed for in house genetic counseling?


Amber Gamma  20:13

I mean, I think that as much as possible, if you're bringing in a genetic counselor, genetic counselors, it's a small community, we tend to be, you know, connected to each other. And one of the things that the genetic counseling professional group is trying to do is to be able to set up resources, that providers who want to bring an in house genetic counselor have access to on these types of topics. So being able to tap connections and these types of resources, always a good idea. I think the other thing when you're thinking about setting pricing is, you always want to consider that sweet spot of being able to try to get significant reimbursement from the insurance company. But if you're going to be balanced billing patients, and the case that the insurance does not cover the cost of that, you want to be able to have it be an amount that is so reasonable, you know, for the patient to be paying. So you know, when I've looked into this before, you'll see varying amounts I've seen, like around 100 150. And these are the types of amounts that people are playing around with to be able to see, okay, what do we get back? What are our patients being responsible for? So I would say it's an ongoing area of experimentation. And and there are federal advocacy efforts that are ongoing at the National Society of Genetic Counselors, to be able to try and get us recognized as providers by CMS. We're just working on getting ready to reintroduce that bill with the new Congress session. So, you know, I think once that gets passed, the billing landscape is really going to change.


Griffin Jones  21:40

How much does a genetic counselor cost? And what is the point where it's more cost effective than using someone externally? Yeah.


Amber Gamma  21:49

So you get when you look at the professional status survey data of the genetic counselors that are reporting working in this area, and this includes all settings, you'll see a salary of around 100,000 250,000 a year. I think one thing that we do have to keep in mind, as well as it's not just necessarily about revenue that has been brought in from the patient appointments. Having a genetic counselor in house also provides a level of protection for the practice. Because genetics is complicated, you make one mistake, and there's one lawsuit that's brought against, you know, a practice, that's going to be millions and millions of dollars. And so having a genetic counselor that can prevent that money from going out the door, when a lawsuit is settled, is going to be able to, you know, help offset some of the costs of actually having that genetic counselor in house. Also, we hear this pretty commonly, you know, the the concerns about the salaries of genetic counselors, there are other staff at fertility clinics that do not actively bring in revenue that are seen as crucial and important to patient care nurses being a perfect example. And over time, we've seen the importance of nursing within this field increase. And I do think that we are going to go the same way with genetic counselors.


Griffin Jones  23:06

I wouldn't say that nurses aren't tied to revenue, they're not tied to billing, you're not you're not billing for you're not billing the insurance company for the nurse. But if you have an REI that can do X 100 retrievals versus y 100 retrievals, the number of IVF coordinators that they use, typically variable to that. So I would say they're part of the capacity, do you for sure. Do you see genetic counselors is being able to improve the overall capacity in terms of the number of cycles that can be done with genetic testing?


Amber Gamma  23:44

I mean, I think that having a genetic counselor definitely reduces provider time and having to, you know, try and counsel on genetic tests, trying counsel on on results. And through that process, you're you're improving processes like informed consent, right. So when we think about just patient care from a genetic counseling role point of view, I would definitely say that it reduces provider time. We also know that genetic counselors within fertility clinics are not just limited to seeing patients, they're gonna have other roles as well. So this may include things like being part of a third party program, or helping to manage carrier screening workflows, or acting as liaisons for labs. And so all of these things can help reduce time that is spent by other staff within the fertility clinic on some of these matters. So if not about


Griffin Jones  24:35

revenue, but about scale, what size of practice group do you think is too small to bring in a genetic counselor again, III vrma is multinational RMA in the United States is still doing several 1000 IVF cycles and you now have one peer at your company. At what point do you think it makes sense to bring someone in?


Amber Gamma  24:58

I think if you're encountering a lot have genetic testing. And you are feeling like your staff does not have the confidence to be able to deal with that genetic testing and counsel appropriately on it. I think that's really when the discussion should be starting. So we're working on a an abstract for presentation that we're going to submit to ASRM this year, which has just been a survey of in house genetic counselors across the country. And when you look at the number of cycles per start, you know, in terms of the the clinics that do have genetic counselors, yeah, we're talking about clinics that do tend to be on the larger side, like more than 500 cycles a year, right. But you will see one or two clinics that definitely are on the smaller side that have genetic counselors. So part of it is going to be volume, but part of it is also going to be how important do you feel like having that in house support is for your patients? You know, as I mentioned, there may be more opportunities at academic Fertility Centers, if there are already genetic counseling resources within the institution itself to kind of form that relationship with those genetic counselors. But I think, you know, really, once you grow, and you're kind of encountering this more, and you feel like that level of confidence is coming down, that's really when you need to start having that discussion.


Griffin Jones  26:19

Does having genetic counselors in house and doing more of the genetic testing in house change the type of genetic testing that is done on the aggregate versus using a vendor. So


Amber Gamma  26:35

it, it will and it won't, the way that it won't, there is this common misconception or that has sometimes been encountered that as soon as you bring a genetic counselor in house, that all of a sudden you can do any type of genetic testing. And there's really two different types of genetic testing, you're going to have your screening testing, which is more like your carrier screening ahead of time. And that's definitely things that genetic counselors that are working with infertility clinics feel like it's within their scope of practice to order. One other thing that you may encounter is you may get a patient come in that has a complex medical history with a suspicious diagnosis, they haven't been able to make it into see a geneticist yet. And sometimes I do get requests about, you know, can we order this testing for this patient, but that's diagnostic testing, that's testing for the patient to be able to establish a diagnosis for them. So that is not genetic testing that you know, generally fertility GCS feel comfortable ordering, because it is not within our scope of practice. That being said, even on the carrier screening side of things, you tend to start picking up on things that may not have been picked up on before you were in house. And testing starts to be ordered for that. So a good example, you'll get a lot of PGDM cases these days for BRCA one, BRCA two, those two genes are associated with dominant conditions. But they're also associated with recessive conditions. So when you're meeting a couple, and one of them is positive for one of these two genes, one of the things that we usually think about doing is offering genetic testing for the reproductive partner, to be able to see if that partner is also a carrier, maybe he's not aware. And so those are the types of situations where you start to see more discussions happening. That may not have been happening before you had an in house genetic counselor.


Griffin Jones  28:24

How about with regard to the prevalence of even doing PG TA and reason I think to ask this is because I recently interviewed Dr. Norbert glacier. I think his episode will come out before this one does. But in either event, people should listen to that episode. And I want to make sure that I'm paraphrasing Dr. Glaciers argument, right. But in a nutshell, he views that PG TA is far over utilized for lack of scientific consensus and believes that at least in part, it's due to the influence of the lobbying for lack of a better term power of genetics testing companies that in his view, they have replaced the pharmaceutical manufacturers as the big spenders at the conferences and have a lot of influence that is based on their their sheer marketing power. And we didn't talk at all about genetics counselors being in house. So I wonder one if you share that view, if I'm representing it correctly, and people should listen to that to make sure that I am, but to if we might see a change in behavior, particularly with regard to PGA if it's not about being referred out to somebody else.


Amber Gamma  29:49

So I'm obviously very familiar with Dr. Fletcher's point of view on PG TA and I think it comes from I think he and I differ in our perspective. ofs, but we share a common criticism of PG TA. And that's really that if you're going to be bringing a test to market, you need to have a very good understanding about the clinical outcomes for all of the different possible results. So your chromosomally normal your PDT and negative embryos. We know a lot about that, because we transfer those routinely, your mosaic embryos, we've gotten a lot of data on those within the last seven to eight years. The one thing that we don't have a good understanding on for most of the labs, in terms of what they've actually published, is your whole chromosome abnormalities, right, you're plus 21, you're minus one. A lot of clinics don't transfer those. And when you think about the commercial PGT laboratories within the US, there's only one PG ta lab that has done a non-selection study, and has transferred over 100 of these chromosomally abnormal embryos, to be able to understand how many of them make babies, how many of them don't. So that was the Ashley TEKS study, they transferred over 100, and none of them made babies. So if you don't have a good understanding about the clinical validation of your PG ta platform, you can't say with confidence to patients, when you get and whole chromosome aneuploid results, what is the chance that that would make a baby? Right? I've worked with labs that have this information and that don't have it. My counseling with labs when they don't have this information is, yeah, I think there's a very high likelihood that that embryo isn't going to progress to a full term pregnancy. But because you can have these cases squeaked through, that's really what's fueled the glacier controversy, and sort of that perspective of things. But I think if we could get to a place where all of the PGT laboratories have this information, then I think that critique really dissolves, because we have the data to be able to tell us, you know, whole chromosome abnormal embryos with next generation sequencing technology, do they make babies? Do they not make babies?


Griffin Jones  31:58

But then the thought that comes to my mind as a dummy is why do they not have that information?


Amber Gamma  32:04

Because it's very challenging to do as a study, right? You know, when you think about the teak study, that was obviously, because there was a very close relationship between the PGT lab and the fertility clinic that was really working with them. So you know, other labs that don't have that type of relationship? How do you really build that relationship to be able to get that study going, and also, as a study, transferring the abnormal embryos, because we know that there is such a high likelihood that they won't result in successful pregnancies? So a lot of ethical questions that come up, right, and may not be something that all institutions are super gung ho about doing, even if we know that it is something that is so important to this field.


Griffin Jones  32:43

You talking about this? And what you said earlier about one of the advantages for genetic counselors being in house is that they know the fertility clinics transfer policy, they know that fertility clinics, philosophies on different things like mosaicism, how much influence will genetic counselors have over those things from the beginning going forward? And in other words, how much influence will they have over the transfer policy over the group's philosophy on mosaicism and other elements?


Amber Gamma  33:16

Hopefully, more. I mean, I know at my previous institution where I was before my current position. When I had first started there, the conversation about transferring mosaics came up. And the policy was set. And then two to three years later, I was monitoring the the research and the data that was coming out. And I brought it to the physicians and I said, Listen, our policy is not reflective of the data anymore. If we want to be an evidence based practice, we really have to reassess this. So I think that genetic counselors in house can be a huge resource for helping to direct clinic policies based on the evidence and based on understanding of genetic testing.


Griffin Jones  33:55

That brings me back to what you talked about with risk. And maybe that's one of the ways that you see in house genetic counselors being able to reduce legal risk. Tell us more about that. How would an in house genetic counselor team or even one help a clinic reduce their legal exposure?


Amber Gamma  34:17

Hmm. So I think embryo disposition is a pretty big conversation now with these intermediate PGT results. So I know some of my colleagues have been really important in discussions with their institution about what do we keep what do we not keep your third party risk assessment, so things like egg donor sperm donors, especially if you have in house gammy donor programs, they can be really pivotal and being able to, you know, assess family histories, and appropriateness of gamete donors, and also be able to interpret genetic testing that is being done for those individuals. And then just generally, you know, in your day to day practice, being able to make sure that everything is being covered from a genetics point of view, we're not missing anything, results are being interpreted correctly. Those are all ways that we can assess with that.


Griffin Jones  35:12

What are if it's so important, as you mentioned, then why are genetics companies closing their fertility divisions?


Amber Gamma  35:20

Genetic testing companies?


Griffin Jones  35:23

So why why did semaphore close their fertility division? Why didn't vitae close their fertility division? If this is such an important thing, and so important that we should bring it be bring more of it in house? Why are large companies parting ways?


Amber Gamma  35:39

Well, I think we have to separate out genetic testing versus genetic counseling. So that genetic testing labs are really the ones where we're seeing a lot of shifts at the moment. And that is having some downstream effects on tele genetics companies that those labs have working relationships with. But the challenge with genetic testing, especially when it comes to carrier screening, which we deal with a lot, has always been that there have been very, very thin margins for that testing. And things change, you know, around 2018 2019, in terms of how you can bill for that testing, you could no longer stack codes, your margins got thinner, we've also changed into an economic climate where capital investment is not as readily accessible. And so I think it's a combination of all of these things, right, and also individual business practice decisions, that are really influencing a lot of the layoffs that you're seeing across companies.


Griffin Jones  36:32

Well, maybe this is an elementary explanation that my audience doesn't need, but that I'm may have benefited from earlier, I thought there was a lot more overlap between genetics testing companies and the genetics, counseling services done by tele genetics companies. Can you talk about what overlap there isn't, isn't?


Amber Gamma  36:53

Yeah, so a lot of labs will have their own independent like their own group of genetic counselors that work for that lab. But then especially a lot of carrier screening labs, you'll see that they start to build these relationships, these contractual relationships with tele genetics companies. And that's just simply because they have such a large volume of testing coming in that their in house group cannot cover all of the genetic counseling demand. So they will contract with these tele genetics companies to be able to provide your results reviews for your patients. And so the lab is then directing money towards the tele genetics company through that contractual agreements, but they're separate entities.


Griffin Jones  37:35

Okay, so the closures and the reductions that we're seeing with genetics testing labs, we're not seeing that trend with genetic counselor companies.


Amber Gamma  37:48

So like I said, there are some downstream effects, right? Because if you have a contractual relationship with a genetic testing lab that disappears over a couple of months, then you're obviously going to have a gap right in terms of what revenue you're expecting as a company. So a good example is genome medical is a tele genetics company that had a relationship with in vitae when in vitae did a lot of their downsizing and their layoffs last year, there were some layoffs that happened at genome medical later on, right. So these are examples of things where we can see more downstream effects that hit tele genetics companies because of genetic testing lab decisions, but it's really all originating from that genetic testing lab,


Griffin Jones  38:28

not originating from what could be the origin cause one being Insurance Billing that if these lab companies are closing fertility divisions and citing the lack of insurance reimbursement, are we not seeing that same trend in for the counseling companies? Or for or for counseling period?


Amber Gamma  38:54

No, I mean, you know, because we talk about billing in terms of the billing codes, right. They're seen as completely separate services. They're built very differently. And, I mean, there are some areas of genetic testing where you see much more successful reimbursement. So oncology, for example, from a from a lab testing point of view, but we're not, we're not seeing the same level of increasing difficulty that we're seeing within the genetic testing world when it comes to billing for genetic counseling.


Griffin Jones  39:26

Is there a disadvantage to genetic counselors career mobility, working for a fertility clinic, as opposed to a much larger company, given all of the different tracks that a genetic counselor could go on to do?


Amber Gamma  39:40

I mean, the thing that I've always loved about my role is you can be a trailblazer. So I think this type of role is going to attract a genetic counselor that likes a certain level of independence and likes to be able to be very innovative. I always say I would have been a horrible pediatric surgeon had a counselor because even though we're all trained in the same way, the role is very different, right? Obviously, in fertility, I'm not working directly alongside a physician every single minute of my day, whereas when you're a pediatric genetic counselor, there's a lot more of that. So, you know, when you think about working for a large company, someone like maybe a tele genetics company, there are certain advantages to that role. You know, you tend to have a lot of patient facing moments. So if you're really into direct patient care, that's a good role for you. You know, your, your company can work with a lot of different clients, if you like being able to have the influence and the drive and have a hand in many different pots. That's where I feel like the in house fertility GC role is really good, because you have those opportunities, and your genetic counselors that PGT labs are also really wonderful genetic counselors that gammy thanks really wonderful, like all of my colleagues are, are very adept and very with it, it's just that our roles differ slightly right? Your gammy being GCS, they see their patient as being the gamete donor, not the intended parent. And so their role, even though we all work within the same field can be different from what I do on a day to day basis.


Griffin Jones  41:27

What specific functions will AI takeaway from genetic counselors in the next two years?


Amber Gamma  41:34

I mean, you're starting to see like some pretest, carrier screening counseling modalities coming up that are, you know, like videos, and I think are more primed to like aI involvement there. I think at the end of the day, genetic counseling is very much a process of building a relationship within a patient within, you know, half an hour to an hour, and being able to really connect with that patient and facilitate a decision about some sort of genetic test or some sort of genetic results. I question about if AI methods are going to be able to bridge that human connection. I mean, obviously, with chat GPT, things have evolved so quickly. But I think that at the end of the day, genetic counseling really offers an opportunity to be able to connect with a patient that I don't know that AI is really ever going to be able to provide in the same way.


Griffin Jones  42:26

Well, even with Chet GPT, it's like, how do we know that? That's real insight? You know, yeah, I think it's going to be a while before we can tell what insight artificial intelligence is able to provide, because we often can't tell what insight real intelligence is able to provide. And at the end of the day, you're helping someone to make a decision that isn't necessarily a plus b equals c, there's an excessively anti factor and people need help digesting it. And so what are actors envision the role of genetic counselor will become as more of the predictive analysis moves to artificial intelligence, what will the role of the genetic counselor become?


Amber Gamma  43:14

I think it's really going to be focusing on those more complex cases where like you said, the decision is very unique to that patient or to that couple, based on what their fertility history is, what their treatment journey has been, where they're at emotionally and financially, and you know, what their goals are in the short in the long term. Those are the areas that I feel like, genetic counselors are really going to be able to thrive and build that role. But I agree with you like there's more predictive things or more routine things, that I think there are opportunities for scale and opportunities for technological support, to be able to target the resources of in house genetic counselors, to the things that really need it.


Griffin Jones  44:01

There's probably a couple of AI companies listening, being like Go on, what are areas where you where would help to have more of that support.


Amber Gamma  44:11

I mean, if you think about how often we're doing carrier screening, there's a lot of you know, let's say that you have a couple where they're both negative on that carrier screening, what's important for them to know, it's important for them to know their results, but it's important for them to know that this test is not decreased all genetic risk, right. And those are the types of things where that conversation is going to look very similar from patient to patient. So that's the type of opportunity that you may think about creating technological support for same thing for low risk carrier couples. So one partner is a carrier or something the other partner isn't. That counseling session looks very similar, but just with some added information about the genetic results that was identified. And then again, risk is reduced if not eliminated, but again, those those types of conversations look very similar from patient to patient. Those are really going to be I think the first areas are the low hanging fruit for more technological support.


Griffin Jones  45:02

And we're How would you like to conclude knowing that of 180 episodes, this may be the first where I've even broached the topic of genetic counseling. And if there have been one or two others, I apologize, but knowing that most of our audience is probably not genetic counselors, I do get notes from them sometimes. And if there are topics that I'm not covering, please do reach out, because this is how conversations like this happen, and we're able to create more content and serve the broader audience. But the majority of our audience being Rei is being execs being practice owners, how would you like to conclude


Amber Gamma  45:39

just that genetic counselors are way more than just people that see patients, there are ways that can support physicians, practice managers, you know, clinical operations, directors, and many, many more ways than you think just by hearing about genetic counselors. So, you know, I think having a genetic counselor has been so beneficial for the people that have brought them in that I think it's really worth considering, okay, how can we make this happen in the future. And it's been an honor to potentially be the first genetic counselor that has been on the show.


Griffin Jones  46:12

And we're gamma. Hopefully, it's not the last time either. Thank you very much for coming on inside reproductive health. Thank you.


46:19

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health



173 How AI/ML Is Being Used To Improve IVF Conversion And The Provider-Patient Experience, With Dr. Mylene Yao

Univfy increases IVF conversion by 2-5 times, translating to more than $1-3 million in increased profit. Click to download this free tool to set and achieve your own revenue goals from IVF conversion: www.univfy.com/ivfpatientretention

DISCLAIMER: This is a featured sponsor episode with paid sponsor content. Advertisements are not an endorsement from Inside Reproductive Health, nor their personnel.


Univfy supports fertility centers in increasing IVF conversion, outcomes, and revenue. Providers who counsel patients with the support of the Univfy PreIVF Report see a 2-5x increase in IVF conversion. That means if you make $10 million in IVF revenue today, you can make $3 million more with Univfy. This week, Griffin hosts co-founder and CEO, Dr. Mylene Yao, to discuss how Univfy is working to make family-building more accessible, predictable, and successful, and how their technology has proven to benefit both fertility centers and their patients.

Listen to hear:

● How Univfy uses AI/ML to increase IVF access by helping patients to move past key decision points in the provider-patient flow.

● How Univfy services are easy to use.

● How AI and predictive outcomes have transitioned from a “nice to have” to a “need to have” as Gen Z and Millennials overtake the fertility space.

Click to download this free tool to set and achieve your own revenue goals from IVF conversion:

www.univfy.com/ivfpatientretention

Mylene Yao’s Info:

Company: Univfy

LinkedIn Handle: https://www.linkedin.com/in/mylene-yao-m-d-049a2915/

Website URL: www.univfy.com/providers


Transcript


Griffin Jones  00:46

80% of patients are not helped in the IVF patient journey, because they don't make it all the way through could be the case I explore this today with Dr. Mylene Yao, the CEO of Univfy, and we go through the patient journey at different points talking about IVF conversion, talking about patient dropout, we talk about how AI is using individualized predict predictive outcomes, and specifically how Univfy is using that AI for individualized predictive outcomes to solve for challenges on the provider and, and on the patient. And you can actually see this visual too for free. If you go to univfy.com/ivfpatientretention, this is something for you to look into AI is here, Univfy has been using it for years, it's impacting every point of the patient journey, every point of your workflow, and IT needs to work in your favor. So this is a solution for you to investigate. And the more the demographics of our patient generations advanced, the more this becomes a must have for previous generations, artificial intelligence and develop individualized predictive outcomes may have been a nice to have now they're a must to have. You have Millennials, you have Generation Z entering your practice, and they're not satisfied with generalized outcomes. They want individualized prediction models they want coming from artificial intelligence. They want it coming from your data. They need it in order to make decisions in many cases, Dr. Mylene Yao. Welcome to Inside Reproductive Health.


Dr. Mylene Yao  02:23

Hi, Griffin. It's great to be here. Thanks for having me.


Griffin Jones  02:26

It's my pleasure. I knew you first. As an entrepreneur, I think the first time I knew of you was actually at an arm event, some years back, it must have been several years back now because it's been a long time since arm has been in Chicago. And so I knew you first as CEO, and then come to find out, you are a physician by training and then come to find out some more, not just a physician, but you actually were an OBGYN. You practice in women's health. Is that right?


Dr. Mylene Yao  02:57

Yeah, that's correct. I started my career as an OBGYN. First really focused on the clinical side, I grew up in Toronto, did my medical training in Montreal, did my residency there at McGill University and graduated from University of Toronto, and then really felt passionate about reproductive health and went to Brigham and Women's Hospital in Boston. To do my clinical REI fellowship there, I learned a great deal from really amazing people. And then cut the research bug and went into academic research, which I really, you know, was passionate about as well.


Griffin Jones  03:37

You go on to start a company and I want to talk about how that journey came to be. I'm also interested in the problems. It's all because when I think of Univfy think of IVF conversion. So was that the first problem that you sought out to solve? Was there another problem that you came across your research that made you start unified, which came first?


Dr. Mylene Yao  04:01

I was really an academic researcher. I was faculty at Stanford University, in the department of OB GYN where I lead NIH funded research projects that focused on embryo development, early embryo development, on site development, and so on. And one question, and I think that's the benefit of, you know, being a clinician scientists at the time, is, you know, when I saw patients in the fertility center, patients just really want to know, what are the chances of having a baby? So I think that was my, you know, initial motivation and still is, we want to be able to give very accurate and personalized information to patients so that they can make the best decisions about how to proceed to have a family


Griffin Jones  04:48

meal and how does how are you using artificial intelligence to solve this because one of the artificial intelligence for I would say three years ago, it was good enough to kind It just talks about generally in the field, oh, here's how it's going to come in. And then I've heard it SRM and PCRS. When someone's talking about AI, they'll say, Oh, this is the same talk, it's going to change the world. And people are interested in the specific use cases of AI now, and so that this is a good opportunity to see how AI is not down the road. It's here. And what, in what cases? Are you using artificial intelligence? Now to solve this problem?


Dr. Mylene Yao  05:30

I think recently, just with a lot of interesting stories in the media, we're all made more aware of the power of AI. And but maybe let's start with, I mean, there are many different types of AI. So there's no, right now, there's not a robot a chat, GPT doing your IVR prediction model. So like, so in, kind of, in the field of AI, there are different types, like, there's the original vision that, you know, AI experts had from long ago that AI is going to be this super intelligent, kind of machine that can do everything, like a human and better than a human, you know, can talk can have motions can do all these things can calculate numbers that we can't, can run faster, whatever. We're not talking about that kind of AI that's more like general AI. And that vision, I would say, the world is getting closer, but there's still a huge gap. And we're not focusing on that. Right now. There's another kind of AI, which is really what is behind a lot of processes now, which is narrow AI, and narrow AI. Sounds narrow. And it is, for good reason. narrow AI means using AI to do a very specific task very well, better than humans faster than humans more accurately than humans. Mostly not because humans are not smart. Because it is really leveraging, you know, cloud computing, and can do a lot of calculations in a very short time, at very little cost, right. So narrow AI is what we do. And that's what most you know, businesses do to support their customers. And within that, there's also there's, you know, machine learning is a big part of this narrow AI, and kind of bring it to the healthcare. In general, you have a lot of healthcare now use AI to do to support radiologists to support pathologists. And that's where you're using really imaging and deep learning to use imaging to support kind of call out some, maybe an MRI that is more questionable, more likely to have cancer or something like that. There are tons of studies and tons of applications there already. And you know, but there's also a different kind of AI in the general healthcare, like, oh, which patients are most likely to come back to the ER after we discharge them from hospital. Because if we can identify those patients, we can implement better prevention programs, or which patients in the ICU right now have a high risk of crashing, and less put more kind of monitoring on that patient. These are things that already are being used. And then in our fertility space, what we do see right now that are really emerging, is you hear a lot about what embryologist talked about which is using imaging AI to try to detect the embryos that are most likely to be viable, and so on. So but what we're talking about here, what Univfy does, is not that at all, is a different kind of AI. We're using AI and machine learning to analyze structured data. And structured data means the datasets, the data that is in your EMR, the data that is in your start export, you know, or in your billing data in your billing records, is really making use of that data so that we can get the smartest information out of it to inform all the things that you need to do in the clinical setting. So that's the AI that we're focusing on. And in particular, our platform is designed and we got very good at building IVF prediction models for you know, each specific clinic using a clinics own data validated by their own outcomes. And we have, you know, we're I think the only company with this high scalability of being able to do that we're We're really having a lot of quality assurance in order to provide this level of service at the point of care where you can use it with your patients. So I think that maybe helps to frame you know, what is the AI that we're using? And, you know, going from there, you know, now with that kind of prediction model that is specific to your patients, you know, what can you use it for? What are all the things that you can do? faster, smarter, better, as a result of being informed by that model? 


Griffin Jones  10:34

Yeah, one of those things that I want to zoom in on his financial risks, how does that AI that use of AI that you're all doing go far beyond the reconciling of financial risks, to remove financial risk, and what's the difference between those two things are.


Dr. Mylene Yao  10:51

An important part of our platform is that we're very adaptable. We already start off with many questions and analysis that most centers want, and need. But we're also very adaptable. Like if there are specific unique situations that you want to analyze, we can do that too. But we also in addition to the IVF outcomes model, we also analyze utilization of care. So, for example, we've now analyzed utilization of care for over 100,000 unique patients. And so what that means is we can chart for every UD patient, what are all the services that they kind of received from your center, and over what period of time because time matters to the patient, because, you know, their biological clock is ticking. But time matters to the clinics too, because you are investing in the patients that you see. Because you're investing a lot of manpower and a lot of support, to help them get to having a family. And so we take all of that into account. So the analysis could be, you know, really accounting for the operational cost, the utilization. And the reason this IVF outcomes prediction model is important is not surprisingly, patient, let's say you have four prognostic groups, right, just making it up, it could be three, it could be four, it could be five, whatever, the people with the best prognosis in that group, they actually will have a lot more utilization of FGTS, because they have more crowd preserved classes, and so on, and so forth. And maybe patients within the lowest prognostic prognostic group may have the least number of FGTS. And so the kind of average weighted revenue that you would get, as a business from these different groups, this can be very different. And so again, if there's not a stratification, you're really looking at all operational costs, all revenue, as kind of a lump sum. And that's really can, you know, really doesn't help you to optimize, you know, strategy and growth and planning or, you know, making your operation more efficient. So those are the ways in which what started out as an IVF prediction model that is so important to support the patient counseling gives patients what they want, is also the fundamental model that can support a lot of business decisions as well.


Griffin Jones  13:41

There's a lot of uncertainty in the patient journey. And we just had an event about it through arm yesterday going through the whole patient journey. And there's countless points where there's uncertainty and there can be points for drop off every time the patient feels like they have to make a decision, and they don't have the information or they don't know how to weigh the pros and cons of the decision. Indecision is always a motivator for inaction. And so for you all, what were the biggest points that you were seeing where patients were dropping out? How did you look at that?


Dr. Mylene Yao  14:21

Patients want to have a family, they're already seeing a doctor, which means they're motivated, they want to do something about it. And not knowing your personalized, you know, probability of success is a big barrier, especially since many patients know, maybe friends or have heard in the media by now. I mean, everybody has heard good and bad experiences from IVF. But the problem is that all of those stories aren't personalized to them, you know, what happens to another person may not be their situation. And so, you know, the most important thing is you really to figure out based on the patient's profile, what is really hurt, probably of having a baby from not just IVF, but compared to other treatments such as IUI, or other options, or even not doing any treatment, so that people can have some visible, you know, good visibility as to, you know, the pros and cons of different treatments, but also the cost, of course. So, and it's not just that it's expensive. I think this is complex, because, in addition to the expense, you know, if someone will talk about people they're paying out of pocket, and then we can talk about people with coverage, people paying completely out of pocket, in addition to the expense, there is a chance that it might not work, which means the money to them, the way the patient's right fully would perceive is the money went down the drain, there is no purchase. And in the US, let's say the cost of IVF, justifiably is high because of all the expectations we as patients have from this treatment. So it can depending on where you are in the US, it could be somewhere between 10 to 20, or even 30,000. All in, by the time you include everything, you know, FET IXI, and if you choose to do PGT, so for the patient there, I mean, for us consumers, there's really no consumer purchase like that, where you pay that amount of money, and you may not get the product, which is the baby. Now from the provider side, we care a lot about provider empathy providers are working so hard, their teams are really going all out for these patients. So they're providing top quality care. So the question is, well, how do you reconcile, you know, the two things, you have centers providing excellent care, you have patients feeling like they paid and didn't get what they want? So that's kind of the question we more and more we look, I didn't realize this, I started out as an academic researcher and a clinician, too, you know, so my journey with Univfy and leading Univfy it was like peeling an onion, one layer at a time, like, oh, patients need individualized care patient needs, patients need personalized prognosis. Oh, patients need a way to cap their financial risks, not necessarily even cost, but the risks that they perceive, oh, patients need to be educated because, you know, many people may not succeed on the first try, even though IVF is a very effective treatment, and is the most effective and safest treatment. But they may need more than one treatment to have a family. And some people may not succeed, even if they try three times. But how do you put that together to educate the patients, so they see it as a course of treatment, but also so that the pricing can reflect that what


Griffin Jones  18:06

you're talking about what you're tugging at is that there is something beyond clinical outcomes relative to the standard of care, clinical outcomes are requisite. They're they're absolutely necessary. They're insufficient in terms of just categorizing all of the standard of care if we when when you're talking about you have the quality of treatment, that's kind of like the product when you're talking about the market problem is really talking about the delivery. And if we were to use a simple example, let's say we have the best pizza in town, it's the very best pizza. That's the best product or clinical outcomes. But then you also have, if we don't have parking for the pizza parlor, if there's no way to order, they don't answer the phone, they there's no way to order via app, if they can't take electronic payment. If it takes an hour and 45 minutes to get your pizza, it doesn't matter how good the product is. Because the delivery, what you're talking about the market problem is irreconcilable to how good the product is. And that when we think of the standard of care as just clinical outcomes, that's what we're doing. We're thinking of just the pizza and what you're talking about is talking about the rest of what the the standard of care is.


Dr. Mylene Yao  19:26

Well, Griffin, that's that's a great analogy. And I would maybe expanded a little bit. clinical outcomes are the most important things, but it needs to be stratified and personalized. When you lump everybody together and call it clinical outcomes. There's really no visibility to what are you improving? So for example, I think you don't need to be a doctor to know by now we all have friends and family that have you know, been touched by care Sir, right? So if you were to go through a pit, every patient knows, even if you don't have cancer, well, you, for people who need chemotherapy, there's a course of chemo, you don't just go in once and say, Oh, what's the remission rate from doing one session, your oncologist is going to tell you, Well, this course of chemo is going to consist of, you know, three visits, or six visits, or whatever, or this is the junk therapy. And this is the remission rate that you could expect. And so, you know, there's kind of a framework for that. And that's also going to be stratified by, oh, this, this patient has stage one, this is the right protocol for her, or this patient has stage two of this particular kind of cancer. Now, fertility, fertility, you know, conditions, not cancer. But if you, I think there are many studies that have shown, when you ask patients, they do, you know, kind of explain the stress, and, you know, the mental burden is really similar to what, you know, patients with other conditions are, you know, can experience and but we, I think as a field, we don't do a good enough job, to really kind of figure out this course of treatment, so that we can give patients a view of what their maximum potential of having a family could be like, and also package it in a way so that they could actually, you know, afford it and achieve it. And I think the what a lot of people don't know, is this does not have to come at, like a huge cost to the Fertility Centers. And this is what is not like, you have to give anything away for free, you can still be growing profitable, F very healthy, you know, really successful business, but there's a way to package it. So that is a win win.


Griffin Jones  22:05

I also want to touch on this stratification piece a bit that you brought up because it there's a cost for not stratifying it so you were correct in saying it, the clinical outcomes need to be stratified. And they do because when we just say things like IVF has an 80% success rate, there is a big Asterix and what Dr. Yao is talking about is you have to stratify that Asterix and I can tell people on a marketing side or patient satisfaction side, if you don't, if you don't stratify that from the beginning, you are you begging to have consequences to your online reputation. That's very often where the negative reviews come in, is where people feel that they're misled. I know none of our listeners feel like they, they mislead people. And I know they don't intentionally do but I hear clinicians all the time really and say IVF has an 80% success rate. It's like yeah, if A, B and C or if you're under 35, if you're doing three cycles, if we just say IVF has an 80% success rate, then inevitably we're going to disappoint some people. And so Griffin,


Dr. Mylene Yao  23:15

that's really interesting, because you're seeing I'm actually seeing the a bit of the opposite. So there are two flip sides to this. A lot of patients when they Google online, they're gonna see the average IVF success rate from the CDC. And what they're seeing is a number in the 30s. Okay. So there's that site like so you and they come in, they can come in feeling like, oh, IVF has such a low success rate. And in fact, you know, a lot of people I've heard would say, why is IVF? Why does IVF has such a high failure rate? And at first, I was like, What are you talking about? IVF is a very effective treatment. And we're all talking apples and oranges. And your examples. Great, too. There's the other flip side. And so I feel like, you know, everyone's saying this, everyone is factual. But everyone's talking about different things. And then we want to bring kind of some, some ways for this communication, to really be very clear. And in fact, what we find is that when we you know, we're in the business of building IVF, success prediction models. We have, you know, built models and analyze IVF cycles and outcomes for many clinics now, very diverse kinds of datasets that we've seen, all the way, you know, from smaller, you know, private individual centers, all the way to large academic centers, or, you know, centers with multiple locations and so on. So we've seen really a wide range of patients clinical profiles, and different socio economic demographics. And so we're seeing that, in general, doctors are underselling IVF, when the prognosis is not personalized, because actually, what we do see is, most clinicians are really kind of shy to talk about IVF. And how successful it can be. Just because they feel like, well, I don't want the patients to feel I'm pushing them down this path, because it's more expensive. I don't want them to feel like I have any business agenda. I better not, you know, sick, you know, give them some high numbers. And that actually, is not doing patients a service as well, because and we see that a lot, actually, when we talk to senators and, and they would say, Well, maybe some doctors feel more confident, some really are more shy about it. But at the end of the day, is because there's not a model and the data driving their conversation that is tailored to their center. So the doctors don't really know. Well, I really think if you asked me, honestly, I think this patient has a 70 to 80% success in one cycle, because I think she has all the best, she's has the best profile. But I feel worried to tell her that, because I don't want her to think that I'm being pushy, or, you know, get a bad review, like you said, because there's still a one in five chance that it may not work for her in the first cycle. So in that situation, what we're seeing is actually being too conservative, is also not doing a service to the patients, because they come in, they want a family, they want to know, you know, whether they should do this treatment or what they should expect. So there's really one very, I would say easy, because it's available now, which is well just use the data driven approach, we can build an IVF prediction model, that is using that clinic specific data, their own data, validated with their own outcomes, and really kind of customize in a way to in the patient report, which is the report used to counsel the patients, and the doctors would use this. So Univfy is not part of, you know, providing the medical counseling at all, we're just supporting the providers. And in that conversation, the doctors can feel confident this is based on data from our own center, this has been validated, it just makes them you know, really be able to communicate the actual, you know, facts without worrying about, you know, patients, not trusting them or anything. So in fact, we find that, you know, patients, it really helps patients and doctors to build confidence in that relationship, as well.


Griffin Jones  28:12

I recommend that people go to the Univfy website, we'll link it in the show notes, we'll link a couple of different things that are useful visuals for our listeners, for the concepts that we're talking about, you can actually see some of these things. And there's a sample three IVF report that you can see on the Univfy website. So I recommend that people go and take advantage of that. And I get as as you're talking, we learn I'm thinking, oh yeah, this is why you need individualized predictive outcomes, because you can err on either side of the spectrum, you can either be too bullish. And then ultimately, even if you're not saying, and I don't think most people are saying, oh, there's 80% success rates, but they feel like, Oh, we're gonna get you a baby and it doesn't always happy. It's it doesn't always happen. It's to anecdotal, it might be to based on temperament or to based on optimism. And on the flip side, very often we see we wasted so much time with this clinic because we needed IVF. And and they didn't tell us that and we went some other plate, right? So you're right. It's a spectrum, you can err on other side. This is why you need to have individualized predictive outcomes. And you're seeing this on all of the patient side. So on the provider side on the clinic side, what does it look like for dropout and conversion from start of have someone coming into the office and having a consult and then leaving with a healthy baby? What are the dropout points that you're seeing? Typically,


Dr. Mylene Yao  29:45

right. So I'm kind of speaking this generically, but what we do just so that you have the context for you know what, we're all about data and we're all data driven, but everything that I say is really fun. AR platforms firsthand experience and analyzing data. So when we work with providers, what we do is we actually analyze the utilization of care. And that's how we would know at every step, you know, let's say 100 100 people, 100 patients come in and make appointment for new patient visit. And they are candidates for IVF. We're not talking about people coming in for surgery or other things, right? And what happens to them? They also, a lot of times patients are thinking about what's less expensive? Should I do IUI? Should I wait? Should I try on my own a little bit further? You know, should I, you know, go to another clinic and see what's available there. These are all very, you know, typical kind of mindset and questions that people have. So they come in, and, and every place is going to be a little bit different. I'm just kind of making it more general right now. So we look at, you know, patients coming in for the initial consultation, and what percentage of patients actually complete their diagnostic workup. Let's say they're new patients. And that's very important indicator, because if you can't complete the diagnostic workup, I mean, it's difficult for the provider to make a diagnosis and offer you to treatment options. And then but at that point, when the patients come back, after they've completed their diagnostic workup, and the doctors telling them oh, you know, based on the testing, and your history, and you know, examine you this is your clinical diagnosis, you know, you have tubal factor or you have PCOS, you have malefactor what have you, or maybe you have more than one diagnosis. And here's my recommendation, you have an option to do IVF, blah, blah, and this is your success rate that you can expect, or you have an option of doing IUI. And doctors are really excellent in explaining the pros and cons of different treatments. But patients really need more than that, to really help them make this decision. They really want to know, especially if they don't have full coverage, they really want to know, okay, how much am I spending? And what does that mean? And now, if they are sophisticated, and having done a lot of research, they might say, Oh, what if it doesn't work, you know, and, and if they're not, the counseling should also support that. Because otherwise, if a patient has not been kind of educated in the risk of failure, and what might happen next, then where, you know, the dropout rate could be very high. So for example, all comers and, you know, so that we're just keeping things general. But when we do that, when we do this analysis is specific to each center, to help inform how they can improve their patient awareness programs, and things like that. So but generically, for patients who are paying out of pocket, the dropout rate can be as high as 80%. And that's really, really unfortunate, because that means these patients are not benefiting really maximally from IVF treatment. And a lot of times, it's not just that they can't afford another treatment. I think it's just seems really intimidating to be paying another amount, not knowing whether you can have a baby or not. And so that's why by educating patients and putting together not, you know, in addition to a personalized medical prognosis to put together a financial plan that can help them achieve that, even though Okay, nobody has 100% success rate, but how can we put together plan to help you achieve 80% success rate, or 70%. And for some patients, maybe they have very poor prognosis, maybe three cycles could give them 50% success rate, or patients who want to who may really be a good idea for them to start thinking about donor egg to really think about that as like an overall plan or an option. So those are the things that, you know, the Univfy report, can support. And we can also support, you know, the clinics in designing these pricing programs in a way that's, you know, really a win win. And, you know, patients feel really comfortable knowing that, you know, they have, there's a way to you know, achieve a certain amount of success.


Griffin Jones  34:58

I want to talk to you about How you help clinics implement this because you all have been around for a little while. And one of the differences between the companies that have been around for many years versus those that run through their VC money and then they're gone in a year or two is that they can't figure out how to get the clinic to adopt the solution with the clinics, workflow. clinic workflow, as we say every other episode on this show is one of the biggest barriers to scalability in this field, because there's so much variance between clinics workflow, and it makes it hard for people that even when they do have a really good solution, again, this kind of goes back to product quality of product, but you also have to have quality of delivery or else even though the quality of product comes first, it's a moot point if you don't have the delivery to be able to do it. So I bet you've learned some hard lessons


Dr. Mylene Yao  35:55

analogy. Yeah, definitely. We at one point, when we first started, we were that best pizza parlor. That Oh, but how do we do this? How do we get the pizza? Right? So we definitely had some tough lessons that we learned. And, you know, I think all of digital healthcare, had to learn some tough lessons early on. And oh, and we're really excited. There's one thing maybe I you know, just to mention. So recently, we've been named Top 150, global, digital healthcare companies, by CB insights. So that's a really great honor. And I think a lot of what went into that, to being named there is the delivery. And so I think we start with the philosophy in our company. And this is a philosophy that across the company is top of mind all the time. Of course, we're all doing this to support the patients so that they can have a family. But that is not possible. If we don't have provider empathy, provider empathy. We always talk about patient empathy. You know, that goes without saying, but provider empathy is not something you hear people talk about a lot. And we really focus on that, oh, what does the provider team have to do? Picture what they're dealing with all the things that they have to do to support their patients? So how can we, as a technology company, make it as easy as possible? So now, what we have, I won't, you know, I won't walk you guys through all the phases of how we got here. But what we have now, and I'm really also grateful to the providers that have worked with us, and have given us so much feedback, and put their trust in us to let us improve on our delivery. And so what we have today, is really that white glove ai plus human expert platform, the human component is so important. It's always been there. But we realize we shouldn't call this an AI platform as human plus AI, because we have you really amazing humans kind of, you know, shepherding, you know, the process. So what we can, what a provider can expect is, you know, there's not a duplicate data entry. You know, if you put things if you put data into the EMR, there's EMR integration. And a big effort was actually, that we're really excited about is that recently, we completed integration on the back end with E IBF. And so there is this very seamless and customized integration for each clinic, we understand that clinics use the EMR modules in different ways. And so they don't need to worry there that all that is taken into account. And so it's been amazing to work with the IVF team to be able to bring this integrated service. So now with a click of a button. Patients can I mean, provider teams can generate a report and give it to their patients. However, we also have some clinics that say, Oh, well, we really want to be supported by you know, your your team. And there we also have unified fertility concierge, which is a team of just amazing people, you know, that are registered nurses and they have decades of experience working with providers and patients, knowing the language knowing that what it's like to be in a busy clinic. So we have a lot of empathy there. And unfortunately, concierge can support our clients by really helping them run the reports as well, and even keeping track of so many things. So you could be using Univfy report And hardly lifting a finger and not needing to track a lot of things. And we can do a lot of tracking. Oh, we see these patients are going to be coming in for their recons out, hey, here are all the unified reports ready for your doctors to use. That's the kind of white glove service that we have. And of course, there's some hybrid. So, you know, whatever clinic needs like, oh, we want some IT support and some human support, whatever that is, is already can be configured as well.


Griffin Jones  40:32

I think if you can't figure out how to help clinics implemented it, it's just a moot point. And frankly, it does take a lot of hand holding it does take it isn't just here's your automated solution.


Dr. Mylene Yao  40:46

And a very big part of what we do is, is always customer first. So while you have a e IVF. Integration is the first that we accomplished. Many customers are requesting EMR integrations now, and they're using other EMRs. And we are doing that as well. So we do whatever is needed, whether it's E IVF, or another EMR, we do whatever is needed, so that the customers can have the best experience. And I think that in turn, when the provider team is less burdened, they in turn can give better service to their patients as well. So we really believe in, you know, supporting the provider team so that ultimately the patients will get you know, the right kind of attention,


Griffin Jones  41:35

you must have somehow also figured out the other sticky issue, which is pricing, because sometimes it just it doesn't work, it ends up being too much of an intermediary. And you can either take a piece of the pie, or you can make the pie bigger and the way that people use pricing matters for for which of those that ends up being so how did you decide on the model that you use?


Dr. Mylene Yao  42:02

Right? So there are really two sides. So to be just very, the easiest way to explain our pricing is is a SaaS fee. So that's software as a service or AI as a service, which means we make it very feasible as a monthly flat fee. And it's also customized. So now we have an algorithm for you know, providing an algorithm. So to be very objective, very fair, we take into account, your, you know, your central specifics like your pricing, because the pricing can vary so much across the country and around the world, pricing, your IVR volume. And you know, even the percentage of patients that come from coverage or reimbursement, knowing that reimbursement is usually less, so we account for all of this to make it feasible. And so, you know, most centers don't find that pricing is really a barrier at all. And, and the other hand, on the other hand, getting the ROI is very important. The AI platform is yes, as utilization is really inexpensive, but also at the same time, we recognize that knowing the ROI is very important for business. So we really look at it as you know, if you, you are going to get a certain amount of increase in IVF conversion. And you know, if you get even one, not even one additional conversion a month, it will be more it will pay for the unifies fees, you know, and half excess. And so that's kind of like our principal. And the conversion going back to you know, what you started out discussing, it is important, because it's really another word for, you know, helping more patients be able to access care. And there, we find and we've done a lot of business analytics now with individual clinics to know that for each clinic, when patients are counseled with a unified report, they are more likely to proceed and go on to IVF. And for some clinics, that might be a two fold increase for some clinics that might be up to a five fold increase. So we're really excited. And it's also seems that we've been doing these business analytics for, you know, four to five years now consecutively. So what we're seeing is also that this kind of increase in IVF conversion is continues to increase over time. And, you know, the more reports that you are the more patients you give reports to the more you know, expanded access As you can get. So these are some trends that we've observed from working with individual clinics. But now what we've done is an also really grateful to clinics that are that want to give this information back to other providers and patients and everybody in the space is we're forming research collaboration, we now have eight centers that have joined the research, collaboration and more than a joining. And they're giving us permission. And it's all IRB approved and everything to to aggregate all of these analytics. So it is not like when we provide a service to each clinic, that's business analytics. But when is aggregated, and we report utilization of service back to the public, that's research. And so we're doing that right now. And we're really excited, we have a manuscript that we're preparing right now, in its final stages of drafting. And it's definitely, you know, we can't wait, you know, until we share the science behind it, and the analytics, you know, with, with everybody, so that we we can help, you know, more patients be able to access care.


Griffin Jones  46:25

And you have a third constituent, which is employer. So if we were having this conversation 20 years ago that, that third constituent probably wouldn't enter the conversation, wouldn't want your employer to know anything about your fertility treatment at that time. And now they are among the people that are the most interested constituent in clinical outcomes in individualized care, because this is the benefit that they're offering to their employees. And if they're not happy, if the employees aren't happy, then the employers aren't happy, it doesn't work as a benefit for the employer, if it doesn't work for the employees. So how does Univfy work with employers?


Dr. Mylene Yao  47:10

Right, so we're getting a lot of interest from employers, because what they want, and maybe just, not all employers have the same type of benefits, right? We have really amazing benefits companies now. Like, you know, progeny, carrot, Maven kind body is amazing. Because in order to expand access to care, we have to have many different formats, because they're really, you know, have there's diverse types of employers with different ways that they want to support their employees. So I think is really amazing that we're seeing that in the marketplace. And employers really want to know, what is the value we're bringing to our employees. So especially for employers, who are not supporting unlimited fertility care, if there's some kind of financial limit, which is still sadly the case for most employers at but we need to work with that. I mean, they're constantly expanding their, you know, budget, but still, we need to support, what is the best that they can get. But how about the traditional way of doing it is, hey, let's just reimburse the doctors less. That's not value. So I think there's more and more realization, that that is not the best model that does not give back the best support to the employees. So what employers want, and it doesn't have to be that there is a way to help support costs, and cut costs without kind of penalizing the providers. And so what employers really want to see is, how are our employees supported in that navigation? Do they understand, you know, the pros and cons of different treatments? And do they understand that there may be an out of pocket cost later, because when employers are not providing unlimited coverage, that means what we see so unifies the firsthand experience from that is usually when some patients, they initially have coverage. So let's say the employers gave them 20,000 or even 30,000, which, you know, is not ideal, but it's it's really good as a start. So employees go in with coverage, so they feel relaxed. Maybe they didn't ask a lot of questions. Maybe they didn't fully understand what that there might be multiple cycles. I'm sure the doctors explained it, but maybe they just didn't hear a certain way, it's because there's lot of overwhelming amount of information in that counseling session. And then they go through the first cycle, and it's covered, great. But if it doesn't work, and now they realize, Oh, I'm on my own. So what we're seeing a lot is that some employees that have initially have coverage, they become patients with no coverage after the first cycle. And because they hadn't planned on that, and they might say, to, you know, they might say, Oh, how did I know? I would have planned this way? Had I known I would, I wish, our employer could have supported a multi cycle program. Because now, we're suddenly like, the employees is out of pocket, and really cannot afford a second cycle. And then the employers might also feel like, oh, we funded our employees, how come they're still people coming back? Saying they didn't get their have a baby? Right. So So I think we're, you know, seeing more and more of those questions coming from employers. And I think there's a really good way to set expectations, and really, ultimately, you know, being able to expand access to care, by kind of like making that whole navigation seamless and support it by personalized prognosis, and tying that to a really good, you know, financial plan. So maybe initially is the employee and employer or maybe they chip in, you know, to support a program, or at least give the employee that option to chip in. So those are some of the concepts that are coming through right now


Griffin Jones  51:56

covered a lot of ground today, we talked about narrow AI and machine learning how it is used by Univfy to remove financial risks, how individualize predictive outcomes are necessary, because otherwise, you can err on one side of the spectrum of over selling or under selling or being unclear. And you don't have to rely on human temperament or opinion, you have hard data to use, we talked about how you actually implement that with integrating into EMRs, making sure that there isn't data duplication, that you're accounting for the different uses, that people use their EMRs for using provider reports that even that that can be repurposed for the provider and you know, five fertility concierge can help run those reports and insert them into different points of the workflow, we talked about how you come up with a pricing model for all of this in a way that works for the clinics. And we also talked about even how business analytics comes to be researched for the field once it becomes aggregated. And I wish that you were in an event that happened just yesterday, and people were asking about the tools for IVF conversion, because people really want these tools. And so I recommend to those of you even if you're still checking out unifier even to use it for yourself, this is free if you go to Univfy.com/ivf patient retention, but most of you aren't going to remember it, you're going to go to your phones and click on the link. And so it's going to work and bring you there anyway. And you can download this, it's free to be able to see what it looks like when you have a win. If you have 100 patients on general the different points of drop out. And so go ahead and take it go ahead download it and plug in your you can point to your own workflow. And numbers. I encourage everybody to do that for Dr. Yeah, I was part we you given the audience so much today, how would you like to conclude either about the challenges of IVF conversion and patient drop out in the field or what Univfy is doing to solve them or what unifies doing with artificial intelligence? How would you like to conclude,


Dr. Mylene Yao  54:17

I really appreciate this chance to, you know, chat about the different ways to use the Univfy AI platform. And I would say, you know, there's a lot that all of us meeting providers, companies, you know, all the stakeholders in the fraternity space, there's a lot that all of us need to do and can do, so that we can help more patients to have a family. And in fact, you know, I think we have a shared vision in this space, which is great. We all just want you know, everybody who wants to have a family should be able to have one and we should be able to provide very equitable, high quality care can do it in so many ways. Whether you are advancing therapeutics, advancing diagnostics, advancing other types of personalized care, or advancing, you know, a better way to, you know, make IVF care or fertility care in general more feasible, more affordable to patients and employers that want to support them. I think, you know, there is a way to use the technology that we can provide, it's going to take so many people in so many companies to come together to really accelerate this, you know, access to care, vision. So we would love to be able to support whatever it is that you're doing, whether you're on the business side on, you know, care, or research, Univfy has the technology to help you accelerate. You know, your vision.


Griffin Jones  56:04

Dr. Millennial, thank you so much for coming on the inside reproductive health podcast.


Dr. Mylene Yao  56:08

Thank you, Griffin.


56:11

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health





172 PGT-A Overuse And Misinformation In Reproductive Medicine, According To Dr. Norbert Gleicher



Dr. Norbert Gleicher breaks down why he believes PGT- A is overused, over-funded, and over-aggrandized on the latest episode of Inside Reproductive Health with Griffin Jones. Is the genetics testing industry the new “big pharma”? Could PGT-A be harming pregnancy chances instead of improving them? And if so, why isn’t anyone talking about it? Tune in to see where you land on this week’s topic.


Listen to hear:

  • Grif and Dr. Gleicher talk about IVF “add-ons”.

  • Discussion on the huge differences in practice patterns.

  • The failures at the early attempts of rolling up IVF centers in the 1990s.

  • Talking points on the efficacy, or lack thereof, of PGT.

  • Gleicher’s stance on scientific literature’s inability to support the use of PGT to the level it is being used. 

  • Gleicher explain why he believes Big Pharma has been replaced by the genetic testing companies, who also happen to be the biggest benefactors of PGT. 

Dr. Gleicher’s info:

LinkedIn: https://www.linkedin.com/in/norbert-gleicher-88101916/

Transcript


Griffin Jones  00:57

Its the same old song, since I've been in the field, or at least working in the periphery of it from my perspective, but I admit that I can't judge the quality of the debates. I can't even assess the arguments properly because I'm not a clinician. What interests me about this topic is because of my vantage point, as a lay person, it seems like there hasn't been a shift. There hasn't been a consensus. Dr. Gleicher is from the very first generation of fertility specialists. He did his residency at Mount Sinai in New York. He went to rush Medical College in Chicago to work on immunology and microbiology, and then he founded his practice the Center for Human Reproduction in 1981. With Dr. Gleicher to talk about IVF add ons, we talked about the huge differences in practice patterns. We talked about the failures of the early attempts at rolling up IVF centers in the 1990s. And we zoom in on the issue of this efficacy or lack thereof of PGT. I need to be careful of how I summarize Dr. Gleicher’s arguments because I'm at risk of getting it wrong, but I think it's safe to say that he feels that the scientific literature does not support the use of PGT anywhere near the utilization that it is being used at in fact that it could be harmful, and that many of the reasons for PG T's wide implementation are from economic and social pressures. Dr. Glasser says the Big Pharma has been replaced by the genetics testing companies and the MSOs the fertility networks that are the biggest benefactors that PGT as the biggest exhibition spaces at annual meetings, there's a limit to how much I can press Dr. gletscher. In this interview business people with no scientific and no medical training should not be doing that. That's your job. What I am interested in is why isn't there a consensus? And is it the case? And how is this impacting the business of reproductive medicine? There may be people that want to argue the counter argument, they're welcome on the show, it's very likely that you're going to hear genetics companies sponsoring this show that I would even let a genetics company sponsor this episode. But I'm not going to be the guy to moderate that debate. Not on this show. I could have someone moderate the debate if I felt like it was going to be meaningfully different from what we've heard at the conferences. I'd be open to that if some of you want to be guests on either side of the argument. But first, you should hear Dr. Gleicher’s argument and I hope you enjoyed this conversation with him on inside reproductive health. Dr. Gleicher. Norbert, welcome to Inside reproductive health.


Dr. Norbert Gleicher  03:25

Thanks for having me. It's a pleasure being here.


Griffin Jones  03:29

The pleasure is mine. You and I have known each other for a while but we finally made each other's acquaintance. Someone mentioned to me that you had mentioned our newsletter in your newsletter, I became aware of your newsletter, and read one of your articles. And such is the compounding effect, the compounding network effect of content creation. And one of the things that caught my eye had to do with the perceived overuse of PGT. And you can correct me if I'm not characterizing it correctly, we'll set that up. But I noticed a concern for empiricism and transparency in medicine. And I want to go through that argument with you today. But first, am I characterizing it correctly?


Dr. Norbert Gleicher  04:17

You are characterizing it perfectly. And I would say that the concern about transmission of information has increasingly become a central issue at our center in our internal discussions in our research, in our evaluation of the literature, and has not the least been a big impetus for the creation or I should say the expansion of our newsletter because if you may have noticed, a very important section of our monthly newsletter is A review of the literature that relates to reproductive medicine. In general, it can be general medical articles, but there must be relationship to reproductive medicine and research in our field. And that section of our newsletter has really grown the most, because the response to it has been really phenomenal. And so we are really addressing this issue very aggressively.


Griffin Jones  05:32

What would you say the issue is specifically?


Dr. Norbert Gleicher  05:35

The principal issue is that I think that, especially since 2010, the the impact on our field from external, often financial sources, has been increasing. And that has been to the detriment of outcomes in IVF. Best characterized by the fact that like birth rates in IVF, which until 2010 have progressively improved since 2010 have been plateaued, and then in more recent years have actually been declining. And this is not only seen in the US, but around the world. And seems to correlate with the addition of add so called add ons. This is a term created by British colleagues several years ago, describing new things introduced into IVF practice without proper prior validation studies, and probably the most significant or one of the most significant is indeed PGT. Specifically PGA I'm not concerned that other PGA formats,


Griffin Jones  07:14

why 2010? In your view, is there a catalyst event, as far as you can tell it? Did it just happen to be around that time?


Dr. Norbert Gleicher  07:23

Well, it's it's really the acceleration of what I and some of our publications have called the industrialization of IVF practice. I don't know if you know that. But I was probably the first to try to roll up IVF clinics in the late 1990s, during the physician management practice, bubble as it is now known. And very quickly, learn how difficult it was and what the arising problems. Become when when when you develop chains of Fertility Centers and try to integrate them and try to establish best practice. All of those things that, really since 2010, have, again, become Vogue and have accelerated. I mean, I don't have to tell you, because I've gotten a lot of my recent information from your newsletter, about what has been happening over the last 12 years, 13 years worldwide in terms of roll ups, and creation of large fertility clinic networks. I think that has played a significant role.


Griffin Jones  08:57

I don't want to take us too far off, but I do think is germane to the conversation as far as discussing IVF centers, workflows and different providers workflows. What were the greatest difficulties at that time, you said you were among the first in the 1990s to attempt a roll up of IVF centers, you very quickly found out the difficulties, what were the greatest difficulties,


Dr. Norbert Gleicher  09:22

huge differences in practice patterns between individual centers for a variety of reasons, and certain conservatism amongst doctors. Meaning, resistance to change. And then, of course, economic considerations. The facts The more you intervene in a physician's established practice pattern, the more of a decline in productivity you will encounter. And so, it, it becomes kind of a vicious circle. It is very, very difficult at least that was our experience to to change a physician's practice pattern. And so if you acquire an infertility practice that had a very distinct or different practice pattern, you will be successful in changing that practice pattern, at least in our experience, then only at the cost of losing significant revenue.


Griffin Jones  10:52

And specifically, as you can please give us examples of these types of practice patterns.


Dr. Norbert Gleicher  10:59

They're almost unlimited if we go into into presentation genetic testing, for example, which in those days already existed, was called pre Implantation Genetic screening. You know, some people then already believed in it, others strongly opposed it. I think this discrepancy if anything has increased over the years, but also the utilization of PG TA has greatly increase. You just have IVF clinics out there, that till today swear that it's it's the best thing that ever happened to IVF. And then there are others like us, who feel that not only is PGT a, useless for most patients, in terms of outcomes, but for many patients, it actually does the opposite of what is claimed it does and actually reduces their pregnancy chances. So this is probably one of the most dominant subjects where this kind of discourse exists today in our field, but there are many other major subjects, routine culture of embryos to blastocyst stage, for example, that the even ESRM considers that today, the routine embryology practice in IVF. But when you look at what is really behind it, the you have to question the routine, embryo culture to blastocyst stage for everybody because the people who initially promoted this did their studies in a very highly selected good prognosis patient population. And subsequent studies who tried to show the same improvements in general populations have universally failed. Yet, we as a as a field, have accepted the claim that routine embryo culture to blastocyst stage improves, improves pregnancy outcomes in IVF. That is categorically false. Yet still, like with pgpa. This is the main treatment that is being pursued in this country for most IVF cycles.


Griffin Jones  13:55

Are you familiar with these very large consulting firms that they're retained by companies in lots of different sectors, health care, energy commodities, and they have rolodexes of experts in different verticals, and then they call you and they pay you for an hour at a time to talk to someone identified. group on the other end, they ask all these questions. Are you familiar with those groups at all?


Dr. Norbert Gleicher  14:20

I'm familiar with them because I get a lot of calls asking, asking me to set up meetings. I rarely do it. But yes, I'm familiar with that.


Griffin Jones  14:32

So I get these calls, too. And I take some of them sometimes, and I often get the question about PGT about its implementation and about its use and if if the doctors view it as an add on or if they view it as necessary, and I tell them I'm not qualified to answer the question. I say the only thing that I'm qualified to remark on is that I've been showing up since 2014 to 2015 And it doesn't look like there's any more consensus than there was eight years ago, it seems to me like it's the same debate. And from my vantage point, it doesn't look like there's any kind of consensus. So that's what I tell them. I can't speak. I'm not I'm not clinicians, I can't speak on the issue of PG. Tea itself. But you said that some people even back when it was still called PGS. They thought that it was it was the great they swore by it. And and some people say today, that is the best thing to happen to IVF and where others, like yourself believe that there's no evidence for that. Why Why isn't there consensus if it's the same darn debate at SRM and PCRs? Well, first off, maybe I'm making an assumption, is it the same debate that's been going on for years? And two, if it is, how has consensus not been able to emerge?


Dr. Norbert Gleicher  15:55

It is the same debate. I would argue that there has been a shift, I think there's increasing recognition that that the hypothesis of PEGDA, which is that by removing supposedly chromosomally abnormal embryos, from the embryo, embryo cohort, before embryos are being transferred into the uterus, will improve pregnancy chances for patients. I think that this increasing doubt about this hypothesis, so that from my vantage point, is a positive development. At the other end, as you correctly stated, they are those who are holding on and if anything else, they even have become more aggressive in in defending PGT A, and I cannot speak to their motives. Um, but several months ago, I spoke to one of those economists who called me and he made the startling comments to me in our discussion of the field, and his comment was, if PG ta were to disappear tomorrow, a third of IVF centers would have to close or at least to restructure. And I found that that interesting, because what what he meant to say was that the profitability of IVF in the US is obviously marginal. I mean, this is not a huge, not in an industry with huge profit margins. And he suggested that, in in many IVF centers, that profit margin comes from PG TA. But without PG TA, there would be no profit and maybe even loss. And, and this, this makes sense, when you think that PGA is not covered by insurance, and so as as a cash payment on top of what IVF centers are getting from insured patient coverage, this is a significant addition to the average cycle revenue. And if that were to disappear, because let's say for example, the FDA comes out with a statement that it considers egta inappropriate in certain circumstances, that would have an enormous economic impact on the field, so you cannot ignore that. But yet at the other side, there are people who, who see PGD as a religion, you know, there are people who are just believers, and they are not convinced by studies. They are not convinced by the opinions of people who are much smarter than I am. And they just stick to their opinions. So the motivations are open for a discussion.


Griffin Jones  19:49

You can't speak to their motivations, but at this point, you should be able to speak to their arguments because you've been on the other side of it for many years. What are their arguments in the best way that you can run? Present them.


Dr. Norbert Gleicher  20:01

Their arguments have been shifting over the 20 plus years that this procedure has been promoted. The the, the original argument of embryo testing was that it would improve pregnancy and life birth rates and would reduce miscarriage rates that has been dismissed over the years by various studies and has been acknowledged by ASRM in policies they statements by Essure, the European counterpart of ASRM are both in repeated statements have concluded that there has been no evidence to show that it really improves outcomes. And so as it became harder and harder to make the argument for improvements in outcomes, the rationale shifted shifted to Okay. It, it makes. It improves outcome, maybe in some subgroups. And first, it was in younger people, and now it is in older people. And again, I don't want to go into technical details. But those in my opinion, at least, those arguments are incorrect and are contradicted by by many studies, then the argument became ei increases, it still reduces miscarriage rates, that was also contradicted by studies. Then the argument became, yeah, but But it helps with single embryo transfer, which is, again another subject that deserves separate discussion, because this is also an add on. That, in our opinion, is is not logical to do single embryo transfer on every patient, in our opinion doesn't make any sense. But that is again, an opinion that has evolved. And so the pro PGD, a crowd argued that by testing the embryos and selecting a normal embryo, it helps with single embryo transfer, pregnancy and life birth rates. Again, studies have shown that that is not true in my opinion. But what is even more important than this proving their argument for potential benefits with which have shifted so much over the years, is that in parallel, there has been increasing evidence that PGT a harms patients and harms many patients in their pregnancy chance. And let me give you only one example for that, which is probably the strongest evidence for harm by PGT. pgpa allegedly classifies embryos as transferable or not transferable meaning, yes, you can put them back in the uterus or you should not use them and even throw them out. And that's that's the whole concept of pgti. Now, we started to doubt this concept in 2014. And we in 2014, started transferring so called abnormal inputs selectively, initially only so called mono soulmates because they are known not to implant and we transferred them under the theory. Okay, if they are really mono Assamese as pgpa claims, then they will nothing implant no big harm there. And lo and behold, we started seeing normal pregnancies. Now, we just published a paper in human reproduction a few months ago, about 50 consecutive such cycles from patients who shipped the embryos into our center because their own centers refused the transfer because they were by PGT. A declared this abnormal So, if they could not have shipped them to us for transfer, those embryos would have been thrown out to not use these patients had even though they were very unfavorable with a median age of 42, which is quite old. These patients had a pregnancy rate in the mid 20s. At that baby take home arrayed in the iteams. Now, what does that tell you? That tells you that there are 1000s and 1000s and 1000s of patients out there who went through PGT, who ended up with embryos that were declared as not transferable and who therefore don't have those embryos transferred. Yet, those embryos have a decent pregnancy and life and life birthrate. And these 50 Women who I just described, they didn't even use all of their embryos, yet they still have over half of the embryos frozen here, and therefore have even higher pregnancy chances sitting up there, they are not used. Is that a better evidence for the potential harm of egta than that? I don't think so.


Griffin Jones  26:21

Is that also not an argument, though, against the financial incentive argument of PGT, that if it is the result that we're not transferring embryos, Fertility Centers aren't in the business of forgoing IVF cycles for nil is, is there not a counter business argument to be made that there might be incentive to not use PGT, because it may result in people not transferring some embryos.


Dr. Norbert Gleicher  26:54

The issue of egta and not transferring embryos leads to another problem. And that other problem is that a lot of women who go to through two or three IVF cycles and are told in every one of their IVF cycles, that all of their embryos are chromosomal abnormal. The next message they're getting is okay, yeah, the only remaining choice is to do donor x. Now, donor eggs are a wonderful option, because they have the highest the pregnancy chances of any IVF cycle that the woman can have, because nothing can compete with 20 or 25 year old eggs. But I always tell patients, and I think this is another thing that differentiates ourselves from from many others, that I have seen very few if any women who came to us and said, Hey, I want to get pregnant with donor eggs, patients usually come to us because they want to get pregnant with their own eggs. And therefore we see egg donation as a wonderful treatment, but only as a last resort. And that is not the opinion of many of our colleagues. They are very, very quick, in in moving into egg donation with their patients. And when you look at national IVF data in the US use the FSC very few patients after age 42 Certainly for the three who still are going through IVF cycles with their own X. At our center, the median age of our patient population, well, the last four or five years has been 43 plus. So I think that's a reflection of of the different philosophy that is prevailing in the field. In most centers and and how we look at what is happening in in the fertility practice today.


Griffin Jones  29:12

If I dig any deeper there, I will leave my scope of competence and and won't be able to contribute. So I'll instead ask each of us to leave our scope of incompetence. Let's each step out of our pay grade for a moment and speculate that if it is the case, that there is a financial incentive to increase PGT add ons because of the increase of insurance or simply because PGT is usually cash pay. And then even if someone is covered via insurance, it allows for a cash pay option that's more profitable. If that is the case. Should we expect to see that bear out one way or the other as we start to see payer provider models so the He's groups that are doing are the payer and contracting with employers, as well as buying existing clinics starting clinics de novo? Shouldn't we see on one end of their model, a correction? Or am I missing something? In other words, if it is to gain more, if it is to just to add more money, would they be? Would they be losing something? Because they're not getting that on the employer benefit side? Or is it in fact better for them to add it on the employer benefit side? Because then they would be that they would be getting better outcomes on their provider side?


Dr. Norbert Gleicher  30:45

So that is a very complex question. With an equally complex as the complexity comes from the question, what is benefits. And I think that is the core issue of the whole discussion. Because in the old days, of IVF, and as you can see, from my hair or lack of hair, I am still a member of the first generation of, of IVF people. In those days in Chicago, when when I started an IVF center, we were the first IVF center in the Midwest, and one of the first in the country. In the early days of IVF. We all competed based on our outcomes. And that was healthy. Today, outcomes almost no longer matter. Yes, they are being listed national reporting sites, but very few patients, take them as a guide. And today, the competition is at a very different level. The competition today is much more than economical competition, it is a competition of academia versus private. It is a competition between networks versus individual practices. It's an economic competition, it is no longer a clinical competition. You know, the issue now is to grow. The issue is no longer to to get better pregnancy rates and better live birth rates. And I think that is at the core of our current problems.


Griffin Jones  33:00

Why do you suppose that is the case, though, because there's still an incentive on the patients and to pursue better outcomes at a lower cost.


Dr. Norbert Gleicher  33:09

There is a an incentive, the patient's on this on a portion of the patient side because insurance coverage has increased. And therefore patients who are insured, the only incentive is to go to somebody who is in their insurance. That financial incentive exists only among the non insurance, a paradoxically, the very poor. And the very wealthy. And, and the very poor, unfortunately, simply can't afford it. And therefore they are not visible. They don't have a voice. And the very wealthy frankly, most of them don't have to care. You know, they go by where they feel they will get the best care and what they perceive to be the best care not only in our field, I think that is true every throughout medicine, most information patients still get from their physicians. Yes, the Internet has become very powerful and and has much more influence than in the past. We had a good example. Because if it wasn't for the Internet, we wouldn't have patients and their so called normal embryos. from Europe and from Asia. God knows from where to us for transfer. But but the truth is still most infamous addition, patients do get from their physicians.


Griffin Jones  35:04

Let's talk a little bit about the information that physicians are getting in your newsletter. You reference a scientist named Carl Bergstrom, who I believe is an evolutionary biologist. But Brookstone wrote a piece where he gives aid rules for combating medical misinformation and for reviewing literature and other sources of info I suppose. And I'd like to go through each of those eight rules with you and see where might apply in this case. And so the first rule that Dr. Bergstrom offers is be aware of the environment into which we release information, how would you describe the environment in which information about PGT is being released,


Dr. Norbert Gleicher  35:50

I'd be happy to discuss his very interesting article, which was based on an even more interesting book. He wrote a while back, but I want to preempt that by making the point that the reason why he wrote that article recently, was his concern for misinformation, that the permits, medicine, medical publishing medical information, etc, etc. And partially driven, obviously, by our environment, and therefore, we have se se correctly, I think makes the point we have to be aware of the environment in into which we are releasing information. If we're sending out a news release, it's a different story than when we are talking to a patient or when we are giving a talk to colleagues. I think that is very important. And and we need to recognize that information needs to be delivered differently to different audiences.


Griffin Jones  37:03

The second rule is avoiding hype and tenuous claims of significance with regard to PGT. You talked about a few of those and summarize that what is you talked about that they have changed that the claims have changed? What are they now?


Dr. Norbert Gleicher  37:21

Oh, that's a very good question. And I think it is a question that that nobody, nobody can answer. Let me give you an example that I think demonstrates that the best. And then just taking PGT as an example again, but it applies to other issues, other subjects and other things. Equally. As I noted earlier SRM released 10 years apart to policy statements or opinions, which clearly declared that PGD has not demonstrated any outcome benefits to those points. The first one was in 2008. The second one was in 2000, at ASHRAE, kind of similar yet, yet. SRM just announced that they will update a release on the interpretation of PGT a results. Now, explain to me how a professional organization logically can provide a document explaining how the results of a test should be interpreted. That same organization claim has no benefit. Where is the logic? And I think that's, again, a good example of that, we need to be careful in what we are saying to the public. You know, we cannot say to the public on the one hand, test X is useless, it doesn't give you any outcome benefits, and then go out and say, okay, but if you do test X, interpret it in this in this way.


Griffin Jones  39:38

The next rule is to recognize the importance of visualization in making figures stand on their own. Is there a way that's being used by the opposition argument, in your view to represent the information that they're trying to get across?


Dr. Norbert Gleicher  39:59

Yeah, I Think this is a this is a more or less technical issue, I'm not sure if it has the same importance as, as the first two, it's more a technical issue in the how you present that, again, you can you can manipulate everything. And and that includes how you how you present that, and how you present that graphically. You know, you can you can present a graph in different ways, trying to, to, to support you with direct message without without really being objective in presenting the data. And I think that's what the author said in this, again, technical aspects. I'm not sure it's a major issue.


Griffin Jones  40:57

Here Berg strim talks about the vantage point of the writer of the literature with trying to envision and head off in advance abuse of one's findings. But let's put ourselves instead in the position of the reader as opposed to the writer, what what abuses Do you anticipate potentially coming? If the arguments have changed multiple times? What will they change to next?


Dr. Norbert Gleicher  41:26

That's a good question. moving the goalposts does not only happen in medicine, as we know, they happen in many other areas of our existence as well. What comes next is, is it's hard to predict. And again, I do not want to concentrate our conversation just on PG TA, because there are so many other issues in involved, as well. But what I think he wants to say with that point is that what you write and what you read, needs to be both done with caution. As a writer, you have responsibilities towards your readers, in how you present your data, and how you present the interpretation of your data. It is not uncommon in our in our medical literature, and again, I'm not referring only to reproductive medicine or only pgpa. I think it's an issue all over medicine and all specialties. It is not uncommon that authors performance study, produce reasonably reliable, good results. But then, in their own interpretation of their own results. lose it. And I think that's what he's referring to. And on this other side to answer your question about the reader. I think readers need to be cautious, I would say maybe even suspicious, not only in reviewing the study design, whether the design is appropriate, or whether you selected patients or you did anything else otherwise inappropriate. But the reader also needs to, to think through the conclusions of the author, it is not appropriate, though I don't think it is smart to automatically assume that the author is right in his interpret, or her interpretation of their own data. Okay, we need to be more critical. And that brings me back to what I said before that's a big part of our newsletter in reviewing literature and providing our subjective acknowledged subjective opinion about papers we think are of interest, both in the good and the bad.


Griffin Jones  44:19

When I see this happening when I see someone give a very different interpretation of the data that they just that they themselves compiled. It's very often not for economic reasons alone. It's very often for social reasons. And those two things overlap. They can compound each other of course, because you can have socially and economically aligned incentives. And if you're really trying to achieve an aim, you do want those two things too, to intertwine. But even though they overlap, it seems to me that the social is a lot more powerful. And even if it's driven by economics, it's Social, not wanting to be a pariah, that often leads someone to giving a very different interpretation from what they know to be fact. Do you see social pressure happening in the field? And what is it?


Dr. Norbert Gleicher  45:15

Absolutely, absolutely. There's social pressure. At every level, there, I can tell you that, in the early days of our criticism of what Ben was still called PGS, I hate to come back always to the same subject. But as an example, again, in the early days, and I'm talking about 2008, we reanalyzed, some early studies on PGS, from Belgium investigators. And we concluded from those studies, that PGS probably doesn't work. And not only doesn't work, but that it actually in older patients may be harmful. And we wrote a paper and send it to every journal, in our field and in the general medical literature and couldn't get it published. Until Swedish colleagues published in the prestigious New England Journal of Medicine, a study that showed exactly that point, much better than we would have shown in our paper, at which point I was called by one of by the editor in chief of one of the journals that had rejected our paper, and had us to resubmit. And they then published our paper subsequently, the point I'm making is that our review process in medicine and again, this is not only in our field, this is universal. Our review process is based on what is called peer review. And peer review is the review of your submission by your peers in that particular field in which you have submitted the paper, the editor of a journal, takes your paper and sends it out to peer reviewers who are quote unquote, experts in that field. But what does that mean that they are experts in that field, it means that they have an opinion in that field. And they usually have the predominant opinion in that field, because that's why they became experts in that field. And if you then come into this with, with a paper that contradicts the predominant opinion, you have a hard time and and it shouldn't surprise, and this is not only a problem in medicine there, this is a problem in physics, this is a problem. In in every field of science, experts are biased. And philosophers have known this for centuries. And our editors, unfortunately, very often still don't understand. But let me kind of make one additional point. In next month's newsletter, we are indeed discussing a paper that that was recently published about the big scandal that has kind of shaking up the medical publishing industry recently. Because I'm sure you're aware that one hot topic in science in general now are fake, fake papers, fake photographs, manipulations. It's it's a it's a major problem allowed this coming out of China, unfortunately, but it's also coming out of local from local sources. So a very prominent journal, not in our field, was notified by some scientists about alleged fake figures, fake photographs, in a whole series of papers by a particular group of investigators, resulting in an investigation. But what that investigation revealed, which is at this point unresolved, it's still open and ongoing. But what they discovered is that the people who complain about those papers which related to the introduction of a new Alzheimer's drug, had shortened the company which produce that Alzheimers truck. So the people who claim that the papers were fake, really had an interest in bringing down the stock price of the drug that was supported by those people. I am mentioning this here. Again, it did not happen in our specialty. I'm mentioning this here, just to demonstrate how closely intertwined today, medical opinion, medical messaging, medical publishing, is with economic interest. And that is a major issue that we are not openly and transparently addressing here.


Griffin Jones  51:05

That impacts what type of information the patients receive, what type of information lay people receive both extremes. fifth rule is if submitting in unreviewed preprint, consider its reception by the public. Let me paraphrase this rule for for the question of the example, which is, when you're seeing patients come with information, where are they? Where are the sources of incorrect information? Most common, as far as you can tell,


Dr. Norbert Gleicher  51:37

today, unquestionably the internet?


Griffin Jones  51:41

Sure, let's try to be a little bit let's try to be a little bit more specific than that. Is that anecdotes from friends? Is it? Are they reading papers that they that have summaries that they just they can't read the scientific literature themselves? And they're reading a couple lines from the summaries? Are they deliberately getting information marketed to them by companies? What do you see as the most common?


Dr. Norbert Gleicher  52:05

I think? To answer your question, we have two separate information to whom, if we're talking about the public, I don't have to tell you that the longstanding controversy in the US has been advertising to the public's about drugs, for example, we are one of the few countries in the world that permits direct advertising of medications to to to the public. And they are you have a direct influence of the public by drug manufacturers and whatever they want to present. That is not our primary concern. Our primary concern is, I think, maybe even more important, because our concern is the influence on those who prescribe those drugs, and physicians. And, and, and I think we underestimate here, what is really going on, I find it ridiculous that the laws were passed that prohibit pharmaceutical companies, from bringing pens to doctors offices, when reps, or coffee cups to doctors offices, when when the reps come by to push a drug. While at the same time we ignoring all the other influences that strap companies have on us, you know, just look at what happened during COVID. And look at what happened to the influence of drug companies on health policy during COVID. I mean, we we we are because of of the trees not seeing the whole forest. Yeah.


Griffin Jones  54:16

Is that because of the necessity of that influence that financial influence in order for the institutions to conduct their business. So the pens, the coffee cups, that's two individual providers, but I tried to picture in SRM where there was no pharmacy support to look at Gold Ruby diamond sponsors or or any conference that we had, I suspect they would look very, very different. And where would that money come from? Where would the money come for? For many of these? And I don't ask that cynically, I asked that truthfully, I appreciate that everything is a trade off, and that there could be benefit to those companies paying for events and studies. And but it seems to me though, that The reason why that may not have been regulated out in the same way that the coffee cups the gifts the individual correspondence was, is because could you even have an ASRM without that level of corporates spot and I'm not picking on SRM. It's true for any society, any conference.


Dr. Norbert Gleicher  55:19

Absolutely. But your observations, very astute. But can I ask you who you saw having the big exhibits at the SRM recently?


Griffin Jones  55:28

It's still still the pharma company. They're not gone. But it's the pharma companies and its genetic testing companies


Dr. Norbert Gleicher  55:34

and genetic testing companies that need


Griffin Jones  55:38

more storage and more AI. And


Dr. Norbert Gleicher  55:41

that's exactly it. That's exactly it. So this is exactly what has been driving our field in recent years ASRM. And, and God bless them. And I can't blame them because they need the money. ASRM does not have the support anymore from the drug company that drug companies because of all the stupid laws that were passed in the in in the last two decades. And what happened, new blood came into the same business and that blood a genetic testing companies and again, not only in the infertility field, go to the oncology conferences, go to other conferences. The genetic industry is now the new drug industry in their influence on what is happening and coming back to your earlier question about social pressures, they determine who the speakers are, who are invited. They determine to some degree what medical journals are publishing, just like the drug industry was very, very influential, you know, 2030 years ago. Now, over the last decade, it has been increasingly become the position of the genetic testing industry. And that is why there is so much genetic testing going on.


Griffin Jones  57:25

I want to conclude with one summary question. When we conclude I will let you conclude with your thoughts. I want to conclude our summary of Bertrams rules by summarizing the last three because they all have to do with media, traditional media press releases social media. And one of them says if you're submitting an unreviewed preprint considered reception by the public, this is the point where you start to see the social pressure come to bear, isn't it when you first release something, it's when people get jumped on that they very often either reverse their opinion or they say, Oh, well, maybe I didn't. And they issue some sort of caveat. They don't express their findings as strongly. Or if they don't do anything to revise their findings, they simply just stop talking about it. They don't submit the posters and and so this is the point where it where you start to see social pressures when you release that into the environment. And you can see people recoil. So what advice do you have I suppose for someone who's going to produce something that that may make them socially undesirable for some time.


Dr. Norbert Gleicher  58:41

It is the political correctness question. Political Correctness exists in medicine, as much as it exists in the political realm and the media environment. If you contradict political correctness, you have to be ready for the social consequences. You know, there are Nobel Prize winners who couldn't get the papers published and had to publish them and some third class journal. You have to be ready for the consequences. You know, it is always easier to be part of the echo chamber. There is no question. That's what what will make you popular that will give you all the invitations to speak. If you are not part of that, you have to live with it.


Griffin Jones  59:47

Dr. Gleicher, I'd like you to conclude with our audience who's largely your peers, but it's going to be some of the folks that are executives of the genetics companies as well. And so we have many practice owners and physicians but We also have a lot of folks that work on the, quote industry side, how would you like to conclude our discussion today?


Dr. Norbert Gleicher  1:00:07

We are in our respective medical fields all together. Like in in politics, I have a very hard time accepting the notion that, that we are enemies that that just because we do not share in opinions, we we have to be antagonistic to each other. I'm a capitalist, I strongly support the profit motive. But I also like to believe that I have a such a social conscience that mandates that I as a physician set the interests of my patients at the very top of all of my considerations. And that just because it's the nature of the bees will at times contradict other people's opinion. But that doesn't mean that we need to be enemies. That doesn't mean that we cannot together fine, find solutions that will benefit all of us and most of us our patients. Dr. Norbert


Griffin Jones  1:01:37

Gleicher, thank you very much for coming on inside reproductive health


Dr. Norbert Gleicher  1:01:41

was my pleasure.


1:01:44

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


171 When Millennials Run An REI Practice. What Young REIs Must Know About Arbitrage



Stephen’s Info:

LinkedIn: www.linkedin.com/in/stephen-hutchison-61583697

Website: https://ivftucson.com/


Christine’s Info:

Website: https://ivftucson.com/

Transcript




Griffin Jones  00:45

You make money when you buy, not when you sell. Of course, that's not true in every sense. But you're going to hear me say that a lot in this episode, because we talk about the concept of arbitrage and it's a really important concept for you younger doctors, especially to understand what does it look like when millennials run a fertility practice an independent fertility practice? Not just the docs, but the embryologist the business managers are millennials. Is that happening? It is happening and we talk about that in this episode. How do younger Rei guys find the best value in an REI practice? How do they find the REI practice equivalent to the underpriced house in the up and coming neighborhood that is underpriced for some market inefficiency, but not because it needs so much work. And because the neighborhood is underpriced because it's on the rise, not because it's in a really bad neighborhood. That's the concept of arbitrage. How do Rei guys find those deals for practices? Talk about that, if you're going to PCRs you're going to see a whole team of people wearing one kind of shirt that are from an independent fertility practice putting on an event for you. How are they able to do that? What's What are they all about? We talk about that in this episode, we talk about the changes that millennials are making in fertility practice, things like embryo storage, and cryo inventory. And finally we talk about a culture where you can bring your baby your child to the fertility practice. Have you seen that in many places, it's happening here and I hope you enjoy this conversation with Christine DeLuca and Steven Hutchison. Mrs. DeLuca. Christine, Mr. Hutchison Steven, welcome to Inside reproductive health.


02:38

Thank you. Thank you for having us. Yeah,


02:41

thanks for having us, Griffin.


Griffin Jones  02:43

You know, I told you that I was going to make this episode about millennials running a fertility practice and that I was not going to let it be any kind of baby boomer bashing session. So I'm wearing khaki pants right now. It with New Balance sneakers. And if you're not watching this on video, then you can believe that and that I'm wearing a striped polo shirt. And I make sure that this is entirely a proactive session. But I'm thrilled that both of you on because I think it's such a cool, unique story. And before we start done pack the whole story, will you please each just give us a one minute background of how you got to be in your role in the fertility center that you're at now?


Stephen Hutchison  03:33

Yeah, I can I can go first. So you know, I learned early on kind of in life that I didn't want to be a physician. So my dad will talk about is an REI. My mom's an OB GYN. I learned that's not really the life that I want to lead. And I really liked science. I really like research. And so I pursued my Master's at the University of Arizona in physiology. So I was studying kind of metabolism and aging and circadian biology. And out of the blue one day, Holly, my aunt, the practice founder with my dad, text me and she said, Hey, have you ever considered embryology you're Andrology before? And I told her I hadn't I had never even considered that as a career path at all. So my plan was to continue my PhD at the University. But she said Hey, before you do that, come and check out the lab, see what it's like. And I did and I fell in love with it immediately. So after that I meshed really well with our other embryologist Ava. She has 20 years of experience. And so since then, she's been mentoring me. I've learned a lot and so we've just kind of been humming along since then.


Christine DeLuca  04:40

Yeah, and then I kind of started this whole thing I've been working at Reproductive Health Center since God I think I was eight. I mean, started washing speculums doing all the dirty work all the fun stuff too. And you know, work there all throughout. High school and college, and then went off into the world tried to make my own whole scene decided to work in finance for quite a while. wasn't exactly my favorite thing. But I did learn a lot. I mean, it's a very interesting way to kind of start, you know, working for major, major corporations. And what I realized from, you know, the pandemic, everything shut down was living in Brooklyn, it's like, being stuck in a one bedroom apartment with your husband as your honeymoon. I mean, we got married the week before, it was not exactly my idea of a good time, I think we had, I think it was like 50 days in our one bedroom apartment, rarely leaving except for going to the grocery store. So we promptly moved back to Arizona. And then I mean, I just see such a benefit of the work that we do in our clinic. I love all of our patients. It's interesting now being my own market, my own demographic. And it's just so heartwarming and awesome to work with my family and kind of fill the shoes my mom, but mostly handled handling the practice management side.


Griffin Jones  06:10

It's such a cool family story. And I want to talk more about the advantages of a small market potentially. But Stephen, when Holly Hutchison called you or texted you and said, Have you thought about embryology or in geology? How long ago was that?


Stephen Hutchison  06:28

That was in around kind of the end of 2020. I think,


Griffin Jones  06:34

how far into your studies, were you? Or did you have a different lab job at that time?


Stephen Hutchison  06:40

Yeah. So I had, I was just about to defend my masters actually. So I was working in a lab separate completely in basic research. And so you know, I had all the tools needed really to function in an embryology lab and an IVF. Lab. But I just never, never really considered it in terms of cell culture and things like that. So that's kind of she knew that I that I had the basics down. So that's kind of why she reached out. I mean, as you know, finding and training embryologist is unbelievably difficult now, almost as difficult is as finding our UI. So I think she just took a shot. And it really worked out nicely for us.


Griffin Jones  07:18

Yeah, well, that's one way to do it. Just text, someone that you know, going for an advanced biology degree and see if you can't sway their path a little bit. I want to give a little bit of background on the center. And you both can tell me if I'm getting this right. So we have brothers and sisters got Hutchison and Holly Hutchison Phoenix born and raised, is that right? Then, both I believe, studied some of the sciences in undergrad, Scott went on to medical school, became an OB GYN subspecialized in Rei. And Holly went the genetics route. Is that right? She became a scientist, how close to accuracy?


Christine DeLuca  08:00

That's accurate. 100 accurate.


Griffin Jones  08:03

And then at some point they decided to buy in Rei practice together started I should say start together and be 5050 business partners in Tucson, Arizona.


Stephen Hutchison  08:17

Yep. Spot on.


Griffin Jones  08:19

Then how have we gotten to the we did give a little bit of the how you each got into the roles that you're in. But the inception of this practice was 20 years ago. What What was yours?


Christine DeLuca  08:37

I think it's been 27 years. Yeah.


Griffin Jones  08:41

So 96 Yeah. So longer than some of the the junior embryologist have been alive longer than some of the youngest people that might be listening to this show hadn't been alive. And and they did that for at least two and a half decades before you each came on in your cohort. And you talked a little bit about how you arrived. What has the passing of the torch been like or? I mean, the torch isn't passed. Maybe that's not the metaphor. What has the continuation, the generational continuation been like? For each of you? How did it start? And what's gone into it?


Christine DeLuca  09:32

Yeah, I think at least in my son's it's kind of Yeah, you're right. It's not necessarily a passing of the torch. It's been kind of like a business partner that is still your family. So I I already intrinsically like know what their morals are. And we have the same one. So we never really our view or have any problems with how we want things to run or how we want things to continue. We never really have to have a conversation. It's just like the meeting in the hall our masks actually working or not. And should we like actually be wearing them? Or things like that. But um, yeah, I mean, I think my mom is just like ready to move on. She's been doing this for forever. She has other passions and hobbies. But I mean, I know that I always have a safety net with her right, she will always be one of the owners, she will always be contracted, we're always going to need her help. It just will not look like what it has in the past, right? I mean, she will just kind of be like a satellite. But it is so important, I think, to have that safety net, it's given me like, if she was just out the door in three months, I would be, I'd be really scared. So I'm really glad that I have that. You know, just the support. If in case I run into anything, but I mean, she's trying to let me fly on my own, but it's not as easy as one would think.


Griffin Jones  11:02

It's kind of like so for everybody listening at home, I'm going to keep the characters straight. Because if you're reading the Game of Thrones, you're you're you're getting all these characters. So Holly sister, business side is the mother of Christine, who is now part of the business side. And Scott, Rei, is the father of Stephen now embryologist side. So Stephen, what has the transition or the continuation been for you?


Stephen Hutchison  11:32

It hasn't been all that jarring, to be honest. And this is why I don't think there's much of a distinction between Millennials or boomers. Because we all want the same thing. I do see the general trend overall of these younger fellows, these younger Doc's, especially embryologist as well, there's more of a drive towards evidence based medicine than there was in the past. And so both are our evidence standards are higher, and then on top of that, kind of our ethical standards are much, much higher than they were before. So those two things are kind of progressing along nicely. And I think and that is not to say that boomers in the past didn't care about those things. I just think, in general, now they're, they're weighed much more heavily. So I know that in our clinic, personally, I mean, this is exactly what they want. So you know, that being said, I have the lack of the breadth of experience. Like I said, 2020, so three years now less than that of experience. And so, you know, I looked through the literature, and I read things, and then I think, Well, I think I figured out IVF I think I know now how I can optimize pregnancy rates and just blow it out of the water. And then I'll march into Holly's office or my dad's office and tell them all about my hypotheses. And you know, they very calmly dismantle whatever hypotheses I have. And it's because, you know, they have all of this experience that I don't have. And so they've been thinking about these exact same problems. And so it's really nice to be able to, to one to grow on my own and to develop and to see the problems that they're seeing, and then have them provide feedback. And really, it's kind of like the same, you know, if you want to go fast, go alone, if you want to go far go together. And that's kind of the way I see it. By using that the former generation, you can actually move a lot farther than you do it alone. So


Griffin Jones  13:18

Christine, you haven't had to have any conversations about how you want things to go. You talked about that. You know who these people are implicitly and so you have the trust there. But that's different from future direction.


Christine DeLuca  13:35

I mean, yeah, that's true. I definitely. I think as far as like attitudes are concerned on their parts. And like, I think working really hard is very important, right? But I think the mentality of you must be the first person in the office. And the last person to leave doesn't necessarily sit well with me, because I always feel like I'm working anyway, whether I'm working or not, right? I think like as millennial generation, like is concerned, I feel like everybody kind of wants to be on their own and be their own boss. And so at least for me, in the side of how the workplace functions, I want my employees to be happy, I don't want to have to babysit them. I want them to be able to take time off to go to the doctor or go on vacation, right? As long as they're doing their job, and they're not leaving it to anybody else. That's more of the direction that I want. Because I think that gives people more of a reason to show up every day because they love their job and they get to have some sense of like, this is my thing. I'm taking ownership of this and if I can improve things I will and I don't know necessarily that that was always the case in in their clinic. It was kind of like everyone, whoever's here and just grinding grinding. That was I think, just like a higher I don't know how to describe it like, it looked better. But now I don't really care what anything looks like, as long as the job is being performed and people are doing what we're doing and revenue is continuing, and patient care hasn't changed, right? So that's kind of more along the lines of where I'm kind of shifting to where it was not always that way. And we're also way bigger. I mean, I think we now have 22 people on payroll, whereas before, I mean, like, maybe not even four years ago, it was like, seven or eight. So, I mean, with ARS shutting down and everything, we've just, we have so many people that we need to take care of. And we're trying to bring on more people. So I kind of want that mentality of whoever's there does, it doesn't really mean anything, if you're just sitting on your phone and watching like, tick tock, right. It's like the quality of what you're doing.


Griffin Jones  15:56

What have you all thought about in terms of either quality measurements that you want to install to be cognizant of those things or other changes that you want to make? Because even if you loved everything in the past, if we buy a new house, we have new plans for it, even if we we love what the family house has been for the last several decades, there's still well, now I want to put a garden in the back, I want to change, I want to update the kitchen in this way. What are some of the changes that you all our thinking are on the horizon in the if not the coming decades in the coming years?


Stephen Hutchison  16:36

I think from from a lab perspective, the number one thing with that is transparency. So already, you know, across the field itself, I mean, transparency in the IVF lab is almost zero. And that's you know, we're getting to a point where we actually have much more communication with patients, and they can see exactly what's going on. And then second from that, I think would just be a shift in primary outcomes. So I think, historically, there's a focus on pregnancy rates. So simply just you know, how many transfers we do, and how many pregnancies result from that. So we have this per embryo transfer rate. And that's a great, that's a great measurement. But it doesn't tell you the full story. So I think really, what we should we should be thinking about is that intended to treat the number of people that are actually coming into our clinic, and then are actually leaving with a baby in their hands. And so I think, think thinking about it in that and framing it around that we improve the quality of our care. And so there's many different add ons and IVF. And we can kind of talk about that. But it's really thinking about how we can serve our patients best rather than just improve our kind of like those cursory numbers to make us look best on, you know, SARS, or something like that. And again, let's


Griffin Jones  17:45

talk about a couple of those things, what are some of those things that you are going to be necessary to to serve the patient's best?


Stephen Hutchison  17:52

I think moving forward, it'll be a combination of vitrification and then use or not use of PGT. So you know, I know it's becoming the industry standard now to do PGT, across the board. And, and right now, the literature is mixed. Whether there's clinical benefit or not, this is something we've had heated debates about in the office. You know, I think it's moving in a direction where we're, the testing of embryos will be very clinically useful. But you know, in 2016, I don't think that was the case. So things are constantly shifting, and we have to adapt to the new technology. And unfortunately, research lags behind those things. And so we have to be on top of it all the time. So that's one example. I mean, the other I think, with respect to inventory and patient transparency, we're adopting the tomorrow platform next month. So this is one of the first digital platforms for, for cryo inventory management. And so in this way, patients will actually be be able to see in real time what their inventory looks like. And before it was just it's your your embryos are sitting in a dewar. And we promise they're there and I and hopefully, they are in 20 years. So it's kind of like this, they're taking it on faith, but now they can really see what's really there. And so that's, to me, really exciting.


Griffin Jones  19:12

The topic of the debate of PGT is one that I'm going to devote to another episode with a clinician that really wants to speak on that topic. And maybe I can consult you for some notes before I interview this person, Steve and Christine, what needs to happen on the business side?


Christine DeLuca  19:28

I mean, gosh, so many things. So I think one of the interesting when I first came back, one of my first assignments was our embryo storage billing, which I swear is like, prehistoric from the Dark Ages. I mean, we were like losing 1000s upon 1000s upon 1000s of dollars on just this one thing alone. So now we're actually moving to embryo options with Cooper and they have a 90s 7% rate of embryo storage being paid either monthly or annually. You're welcome,


Griffin Jones  20:06

Andy. You're welcome. That's a free one.


Christine DeLuca  20:10

Yeah, I should get paid too much. Just kidding. No, but I'm, I'm really excited for that. Because it really is something that it's really hard to keep up with people change their info all the time. I mean, trying to track down patients after they've had a baby is like, impossible, like they're happy, they've had a baby. Now they see how wonderful the baby is to they don't want to make hard decisions about what to do necessarily with their embryos, and then they just stop paying. So then you contact them in three years and tell them that they have a balanced like $3,000. And they're like, there's no way we're paying that. So, you know, having them pay monthly is going to be extremely beneficial for us, like if I don't have that headache, so really gonna take a lot off of my plate.


Griffin Jones  20:58

One of the reasons why I'm so interested in interviewing both of you is because I think there's a limitation, perhaps perceived, perhaps very real, that many young RBIs perceive when they're thinking, do I start something off on my own? Do I buy into a small group do I take over for a solo practitioner, that they may face a limitation of who is going to be my support. So if you're an REI coming out of fellowship, you're probably a couple 100 grand in debt from medical school, and many of them went to a fancy undergrad, so they've got some of that debt, you haven't really made money, especially if you're supporting a spouse and have children in residency and fellowship. And then they have the opportunity to maybe have a high salary at a network clinic, or they have clear partnership track with some groups. Many of them are scared to start something on their own, partly because of the debt. But then in addition to the debts like okay, let's pretend for a second that I can afford it that I am not saddled by this debt. I'm interested in potentially buying a solo practitioner group or joining with one. But then when even if I learn a ton from them in the next two years ago, I'm stuck with the Office Debbie's I'm stuck with whoever they have been working with for the last 30 years who are going to fight me tooth and nail and every change that I want to implement. And, and then what I'm going to have to, to look around for for someone so what has it been like for you all to know that you're on the you're on the flip side of that, like you are the you're it's like that's already happened? The the the younger support side has already come in for the changing of the guard. So what is it like for that to be flipped like that?


Stephen Hutchison  23:14

Yeah, it's it's not a great position to be in, right. I mean, what you didn't mention also is that, you know, when fellows are coming out, they also don't have experience in the field. So it's on top of everything they relied heavily, I guess you alluded to, but I mean, they really rely heavily on who they're working with the docs are working with, to learn the ropes, really, I mean, they don't have 1000s of retrievals. of experience. And that's something that that really you need. So, you know, on top of the rely on the doctor, if there's a single practice, doctor, for example, will be have, they come in, and then they better mesh really well with the doctor on staff. And if that's not the case, you know, it's not going to be a good fit. And so this, this is a huge gamble in that in that sense. But from our perspective, I mean, we're, we're the last privately owned clinics. And that gives us a tremendous amount of autonomy. Compared to other clinics, really, I mean, it's fundamentally different in the way that we are beholden to really no one. So the expectation with someone coming in is that they are business partners and that they do contribute and change the practice. So there we are not expecting someone if they do come in whoever it is a nurse and embryologist a doctor. The expectation is that they do contribute and they do provide ideas. We don't want to bulldoze them, and we don't want to have them just kind of, you know, toe the line the party line and do exactly what we want. I mean, doctors coming out of fellowship now are really intelligent, they have a lot to add to the conversation. So I think listening to them, adding their perspective is actually how we're going to move forward in the field in general. I mean, I think there's a long, long way to go.


Christine DeLuca  24:55

I think that's actually quite the contrary like if any doc came in a we already have all the systems in place, think of literally show up, do two weeks of training. And then they off to the races, right, just seeing patients, learning from Dr. Hutchison once he's kind of moved closing out of the door, great. Like, I mean, they don't necessarily have to deal with anything other than, yes, we want their input. But we also want them to understand what we've been doing for the last or what our family has been doing for the last 26 years, which just be good to your patients take really good care of them. And I don't see how that is, you know, like a bad thing. I think we definitely want to innovate for sure. But at the same time, I feel like this would be for a doctor a really cushy, easy thing to walk into. Not only that, too sounds actually pretty cool now, and it's relatively cheap. So you can have like a really beautiful home here that's affordable. I mean, I would love to live in Brooklyn or LA for the rest of my life. But at the end of the day, what do I really have to show for it, right. And I know that a lot of the RBIs. And a lot of the fellows want to go to those major cities, but realistically, I mean, you'd be at the top of the town, you'd be like the big head honcho here, like that's pretty important.


Griffin Jones  26:16

I will not let this episode end without talking about small cities and Tucson. In particular, I want to talk for a second about the concept of arbitrage what I see here, arbitrage usually refers to buying and selling. But it essentially refers to when there's an inefficiency in the marketplace, for whatever reason, for something that can be sold elsewhere, or something that can be valued higher in different circumstances. And I see something like that here that I just don't think exists in many cases, because if you're a buyer, what you're looking if you're a soup, a super nuts buyer, a meat and potatoes buyer, you're looking at an income statement, you're looking at a couple of other things like how old is my provider? How close are they to retirement, you're not really looking at staff. In many cases, you might be looking at a couple key positions like embryologist, but you're not generally looking at the staff. And so your situation a situation like yours would not be valued higher from a just a meat and potatoes buyer standpoint. So you're not having that kind of like being driven up. And then but on the other hand, it's that's the opportunity for somebody to be able to come in and in a situation where they're just not going to be able to get that in most places. If you take over for a solo practitioner, in many cases, you are going to be inheriting the Office app as you are are going to be able to you are going to have to replace that in this case you don't. And whatever the investment that you make in is leverage because right now you all are seeing more new patients than you know what to do with it, or am I getting something wrong?


Stephen Hutchison  28:14

No, I think you hit the nail on the head. I mean, really the volume. Look, if you think about it, and millennials in general is the we're the largest generation in US history. And on top of that our priorities have shifted. So we're having children later and later in life. There are physiological consequences to that. So you have all these people are getting older, and they are building families later in life. And so the demand in general for for fertility treatment is far outpacing the number of providers for those services. And so for us, there's not a the volume is not the problem. It's really finding the people. Right, and so, Tucson, I know, as you know, I had a meeting yesterday with Cooper surgical and, and one of the reps kind of mentioned, oh, hey, I know you're in this remote location. And my must be hard. And I never really thought about that, you know, the Tucson this isn't remote. But from their perspective and from the in the IVF world, we are remote. And so despite that, though, there's so much volume that so untapped. We don't even begin to to fill the need that's here. So I think, you know, finding people who actually want to help the community, despite not having this have the, you know, the big bucks aren't here. I don't think I mean, in New York, there's so much volume that I think shareholders and everyone else can can make, you know, those those promises for that $500,000 sign on bonus, more sign on salary, and that's something that I just don't see happening here or cities kind of similar for the time being,


Griffin Jones  29:48

but I see the big bucks. I mean, maybe I see the so if I'm looking at this, I'm looking at maybe some of these newer networks or groups that we're putting Just by networks that have brand new private equity partners, and they're offering really big salaries up front, but the equity side has, you've got the retiring Doc's and you have the you have a private equity firm that whose limited partners need to be paid in about three to seven years. And some of them are so concentrated, that there isn't equity left for the younger Doc's to eventually buy in. Because the private equities limited partners need too much of a return on investment relative to the scale versus a place where okay, I can buy into this place I can event I can buy these people out and become 100% owner or at least part of majority owner, and then I can bring on other partners in a growing market. That's where I see more opportunity. Down the line, I see a lot bigger bucks because if you can, if you can buy an underpriced asset. Remember you make money when you buy not when you sell, you buy an underpriced asset, then you're the one bringing the efficiencies, not a private equity firm that is saying that they're going to be bringing efficiencies and maybe they can maybe they're not, you're buying it underpriced, you're bringing the efficiencies, you have the leverage by then being able to recruit other younger Doc's and younger embryologist. And now that equity is better leveraged by those folks buying in, and you have a greater share of the multiple in the future or simply the profitability that is generating if you choose never to sell it, I see a lot more opportunity. I think, in many cases, getting big bucks now is Pennywise pound foolish, what is it going to look like for your asset in half a decade to two decades?


Stephen Hutchison  32:02

Yeah, no, I couldn't agree more. I mean, that is really the long and short of it. Right? It's what you know, it's the your it's your input. Now it's just thinking about the long game rather than the short game. So yeah, exactly right. Right now you can I mean, you're what you're going to be offered right out of fellowship is not the same here as it would be elsewhere. But the long term is looking much more bright. I mean, but the problem you mentioned before is that these these rocks are coming out with an enormous amount of debt. And so do they have the ability to kind of saddle that for the time being for those for those years to for that, to really realize that long term payoff? I think that's kind of the struggle, and maybe I'm speaking for these Doc's. But that's kind of the way I see it, and I see their, you know, the downside for them?


Christine DeLuca  32:48

Yeah, but I also see it's a quality of life, right? So kind of like the same thing that I was talking about, as far as like, you walk in, you're your own boss, obviously, the doc, so whatever. But at the same time when you're working for those, like huge firms where yeah, we may be paying you a lot of money up front, at the end of the day, how many hours are you working? How many IVF? retrievals? Are you pumping out in a month? Like, How ridiculous is it? Do you want that work life balance while still having the ability to make really good money? Do Are you gonna have time on the weekends to go to your kids soccer games? Like, yes, these are all the things that we can provide. And it's not necessarily about making money, like we would never push someone into doing an IVF cycle. If they didn't, you know, they only have one follicle, it just doesn't make sense. We get to like the luxury of making decisions and not pushing numbers ever. It's always what's right by our patients, because at the end of the day, like it's not that we're concerned about any of that. But like, our whole business strategy is based off of word of mouth. Like, a lot of my friends have been through the process. I've already been through the process. So I mean, literally, it's it's easy. It's it's small community. I mean, it's big, but it's small in a sense that, you know, people talk and I don't know, it's nice to be a part of something where you never have to question like, Oh, am I doing the wrong thing by a patient? Or am I doing this for a payout? Or am I pushing somebody through something that like, I don't necessarily agree with but hey, I'm gonna make my bonus this year, like, that doesn't exist and are like, one doctor practice like, it's pretty cool that way?


Griffin Jones  34:33

Well, because I don't think there's a lot of clinics in your situation. There are some, but it often falls on one side of the spectrum where it's a single doc group that has very little marketing machine that has outdated processes. And there is financial pressure there too. If somebody wanted to take over because As they need a lot of reinvestment, and they, they need more people in order to, to be able to support their existence. And on the flip side, you don't have that same financial pressure where it's like, we, you know, we need to reinvent a lot of things. And we need a much wider patient pipeline, but you have investors, and the reason why they're paying you a lot of money is because they expect that investment to be returned. There's not a lot of people where you're at where it's like, we've got plenty of volume, we have updated systems that we are not only are we updating right now, but we have the support folks that are invested in being here for a long time, too. And don't have that, that investor pressure. There's So Christina, I don't think it's I don't think it's that common where you're at? Oh,


Stephen Hutchison  36:02

yeah, no, I agree. Completely uncommon, it's to not have pressure for profitability is really uncommon. I mean, we take on patients that we know won't be profitable going into it. And then we have the luxury of doing that, you know, that not every patient is going to look, we're again, we're dealing with physiology, and it's not always perfect, and it's and it's not always easy. And some Patients will demand a lot more time. And this is something that we actually can do for them.


Christine DeLuca  36:30

We work with like a lot of low income patients as well, where we discount heavily their IVF cycles, because we know that they can't afford it. Like that's something that we get to do and a lot of people can, and that happens often.


Griffin Jones  36:45

I'm a bit biased towards you all, because we've worked together for a long time I've eaten in your homes, I've known families for years, and done a lot of business together. And so I'm biased towards you. But I do really want people to consider that. It is worth looking for the diamond in the rough. I know there's not a lot of them. But you're also not the only ones. There are a few in different parts of the country, where if you can get the system where there it's it's a relatively lower buy in where there is a lot of upside in the marketplace, where there's proven growth in the practice. And there aren't existing financial obligations either through debt or investor obligations. It it's not an easy deal to find. It's like looking for the house in the up and coming neighborhood. That also really has to be the up and coming neighborhood and it has to be a house that is underpriced. But isn't so much of a fixer upper. Those aren't easy to find either. But in both cases, it's absolutely worth it. And you make money when you buy not when you sell and I mean that figuratively as much as I. I mean, literally. So you all now are going to PCRs which I think is going to be cool, but you actually sponsored something at PCRs Tell me about that.


Christine DeLuca  38:15

Yeah, so we are we're doing a happy hour for all of the new fellows. I can't exactly remember where it is. But apparently it's gonna be pretty lit. I think it's Jimmy Buffett themes. So everybody get your party hats on.


Griffin Jones  38:30

So so much. So much for getting rid of the baby boomer theme. Yeah. Oh, no, we millennial like Jimmy Buffett. Right? I


Christine DeLuca  38:39

mean, yeah, we just kind of we had to let them fly with it. Because a it's gonna be hilarious. But be like, Man, who can't loosen up to a little Jimmy Buffett, like, party with your parents kinda, but like, also get to know the younger generation. Yeah. And I mean,


Griffin Jones  38:58

tell me about how you decided to do this, because I think it's so cool. And we've been talking a lot to the younger Doc's in this episode. But I want other practice owners to be thinking about this too, because very often, who do you see as the sponsors, either it's one of the pharma companies, maybe it's one of the genetics companies, or it's one of the large networks, they're the ones paying for sponsorships. They're the ones wining and dining, they're the ones making themselves seeing you all aren't that yet, you decided, hey, we're gonna swim in this pond. So how did you make the decision to do that? Why? Why was it important enough to make the investment?


Christine DeLuca  39:40

I mean, it's not just a Steven and I need to meet all of the folks in the community, right? Like we need to kind of make a name for ourselves in general. But it's good to see where everyone is what they're doing, get to know them, see what they're either other practice managers what they're doing that's working versus Just while I'm doing and kind of comparing notes for Steven, it's probably meeting new Docs. Again, for me, it's also going to be meeting docs and follows and all of that stuff. I mean, like, some of the best days are when we have our residents come in from Ghana. And we just get to, you know, basically should, I don't know if I can say, on the podcast, you can bleep it. But


Griffin Jones  40:22

that, but but well know that you said it.


Christine DeLuca  40:25

Okay. Well, the point is, is that, you know, we're all again, it's, we're the same age, basically. So you know, not far off. And we're all kind of trying to figure out where we are in this world. I mean, not necessarily, as it works with practice managers, as well. But mostly like with the younger fellows and the docs, like it's just good to kind of see what's important to them, and what is making them want to be a part of reproductive medicine. So it's just nice to spend the time to get to know our own community.


Griffin Jones  40:59

I want to talk about Tucson in smaller cities, because I've said it a lot on the show. But the there's two things, one is quality of life, and the first is access to care. And I really don't think we can be serious about an access to care commitment, when everybody wants to live in one of 15 cities, how can we really say that we're serious about expanding access to care if all of us want to live in New York in the bay? And there are people in large swaths of the country where they're not seeing an REI. And so can you talk to us a little bit about Tucson, which on one side as a city has been growing, has more young people going in on that sort of patient demographic side? But on the other side, you have less providers than you did a few years ago? So Can Can you talk about that?


Stephen Hutchison  41:57

Yeah, I mean, that's exactly the case. It's a growing city. So it's, it's, I don't know the demographics. Now it's well over a million, right. So that and then the university is only growing, it's always been a big university. I mean, I've been there, Christine, Holly, my dad, everyone is from U of A. So that means that there's a lot of young people and they're all coming out of that system, and they're all living in Tucson. There are now two RBIs. And for embryologists in Tucson, so you're servicing over a million people, which is there's not nearly enough again, it's it's the the volume is there, it's just trying to figure out how we can possibly service all these people. But you know, living in the city itself, it's not about a city. You know, it's it's something that is actually bustling, there's like a huge downtown. There's the university, like I said, it's an active University, and they're active with us as well. So I mean, we actually get to engage in research if we want to. So we have fellows coming in, we have our ability, we're connected with the actual, the departments at the University for research, which is really unusual for a lot of specially private clinics.


Christine DeLuca  43:10

Yeah, I'm so sorry. I feel like such a brat for not writing down his name and remembering but what was who's the doc that was from Tennessee, and he moved back home. And he was talking about like, you know, yes, as a younger doc, and you move back to like a smaller city, and you start taking care of patients, yes, you have to work. But at the same time, you get to do surgeries, if you so choose, and you get to run studies, but you're just heavily leaning on other people to help assist you. Like so you can still have your cake and eat it too. It doesn't mean that you don't get to do all the things that you want to do. You just have to put your patients first. And then after that delegate to research assistants delegate to, you know, the masters students, tell them what you want, tell them like be that point of contact for them, where they help run the study. And then you you know, kind of oversee it and still be a part of it. Some accents.


Griffin Jones  44:09

I think you're talking about Dr. Neil Chappell from Baton Rouge, Louisiana who, okay, who was talking about that. But so if you're thinking of it from one of two ways, either quality of life or from mission, I think for those folks that really are mission driven, and some of you are far fewer than say they are, but some of you are the true blues. When you're thinking of your vocation, as it were your mission, and for many of you that is access to care if it really is a mission to access to care. We have a problem in our field, like when SRM is in Baltimore, and we the that we the Bucha Wazee who are very well educated and know better and know how to behave with polite values go, Baltimore, you that type of response, that type of sentiment is fairly common. And I think if we're serious about access to care, we need to challenge what that is because there are a lot of Baltimore's in the world. And I actually don't think that Tucson is one of them. So sorry, I think that if you're truly mission driven, that there probably are even more places in need than Tucson. I don't think that Tucson falls there. But you could at least say, okay, maybe I'm not the most mission driven person. But I do know that there is a lack of providers relative to the population and anywhere that is, should drive people if one of their their motivators is mission, I don't think that that necessarily will be the the exclusive motivator for most people. And that's when you have to talk about quality of life. So Christine, you moved from Brooklyn to Tucson? What's different about it?


Christine DeLuca  46:14

Well, obviously, I have a car. I could get to places really easily. No, but it's I mean, there's hiking, they're like really fun downtown. Like when I went to school here, there was no like, like, mini little train system that went through all of campus and down through the university, and like down to Fourth Avenue, which is like, one of the bigger bar areas and then into downtown, all the way past the freeway to like this new cool box yard concept. I mean, it's just like, there's so much to do hear now, a lot of restaurants. I mean, we're a UNESCO heritage site for Mexican food. It's kind of put us on the map. I mean, even my brother, he just so he's trying to get his kid into preschool. And he him and his wife, like, fell madly, like had a couple crush on these two other parents who are similarly went in for the interview for their like two and a half year old to get them into preschool. And they're from Brooklyn, and they want to get together. It's like, we actually are there are a lot of people moving from these major cities to Tucson, because it's, I don't know, I guess kind of like a new Austin, Texas in a small sense. I wouldn't necessarily say it's completely that way. But I mean, I own a home. Now, I don't live in a one bedroom apartment. But I paid vastly too much for my groceries. I mean, not lately, but they're pretty inexpensive compared to major cities. And I love it here. I have a really cool community and meet people on the daily have more social engagements than I know what to do it. And my family's here. So I mean, once you're kind of a part of the Tucson family, you're here for life.


Griffin Jones  48:03

Well, you know what people don't didn't say 15 years ago about any place. They didn't say this is the new Austin. You didn't say this was the new Denver. They said Austin is the new Chicago, Denver is the New Boston, the new Philly, whatever it was at that time, but the time for for a few markets is right now. And to me, all of the indicators suggests that Tucson is one of the I don't like to be speculative, because there's so many things that can change. But if all of the indicators are pointing in one place, is it in a state that is high growth and is likely to be for a long time? Yes. Is it a place that has warm weather? Yes. Is it lower cost than the places nearby it that will make it more attractive to people from those areas? Yes. Is it on the border with Mexico as NAFTA becomes increasingly more important in a regionalized, less globalized economy, a check, check, check. And those windows don't last for very long. Like it was oh, Denver's an awesome place to live. I can't believe we can be so close to the markets and get a house for this cheap and it's as expensive as New York in in a couple years time period. And we're seeing that in in a couple of markets, Boise, Reno Tucson. There's only a few of them, and the window doesn't last that long. So I I encourage people to look into a couple of those markets if, if you're inclined to do so. But what about Christine if you're not from that place, because in many cases, people go to either one of the big markets or they go to where either their spouse or themselves are from. So what what's available to someone if they and their spouse are from a totally different part of the country?


Christine DeLuca  50:06

I mean, that's great. Especially, I mean, especially if you're joining our team, because if you're joining our team, you're already family. So you're going to be saddled with a lot of social engagements, a lot of new friends, a lot of new things. But even if you're not Tucson is extremely welcoming. All you have to do is like, I don't know, find a intramural soccer game, and people will welcome you easily into this town like it is not. I mean, Tucson is very wholesome. And we're really down to earth. I mean, unless you're just like, not a very good person in general. I mean, we'll still be nice to you. But realistically, like, that's never the case. People are who they are. And normally, they just want friends, to someone's gonna welcome you like, in a heartbeat. We're just not that way. No one's better than anybody. Everybody's like, you know, we don't put on airs, and we want


Griffin Jones  51:00

to do whatever you want high taxes and snow.


Christine DeLuca  51:09

Nice. I don't know what the taxes are, like on Mount Lemmon, but sometimes gets to know,


Griffin Jones  51:14

sorry, guys, I have to stay in upstate New York, I do want to talk a little bit about how you have been changing some of the culture or adding to the culture and the brand simultaneously. So it's one thing to have an outdated infrastructure, if a young doctor is looking at taking over a practice, they also have to look is Is this an outdated brand? Is it something that as the kind bodies and the other consumer global brands do very well in are more prolific? Is it something that can stand up against that? And so you made some changes to your brand? Tell us a little bit about that process?


Christine DeLuca  52:00

I mean, yeah, I think we've updated multiple things, not just like, the way that our office looks, but presenting information to patients immediately when they walk in with like, our TVs, changed our brand to kind of be all we want you to feel comfortable, right? So when you walk into our waiting room, you should feel like you are in your living room or in a friend's living room. Right? It should be warm and should be inviting and comfy. Yes, I mean, we do have the 26 years of experience behind us. But again, we've got this new generation coming through. And we really do. I mean, it's it's kind of the same as far as we take care of people. And I spend more hours on the phone with my patients than I don't know, any other kind body you could ever imagine. And again, it's like word of mouth and making sure that you're also taking care of being recognized on the internet. I mean, we realized we didn't have as much touch on a lot of patients surveys or Google reviews. So kind of how to rope that in. I Steven, can you think of anything?


Griffin Jones  53:09

But am I am I allowed to talk about something together? Right? Yeah, this credit goes to Donna Schrader, who is the creative director on this project. But we did something called homing from work campaign for telling the RHC story. Steven, can you explain what that story is? And And can you explain what's behind the campaign? Yeah, so


Stephen Hutchison  53:37

the, you know, this is a family oriented business, I mean, through and through, we're all family. So, you know, the whole point was to the video itself is, you know, I was, I just happened to actually watch this last night with my wife. And I was thrilled, I was tickled because I was the star of the show. But really, you know, it's, the whole thing is, my I have a nine month old son now at the time, he was six months old. And, you know, we he's in the office all the time, he's in every day. And so, you know, he goes through every he goes from the front desk, all the way to the back of the lab. So here we embrace family. So we build families, we embrace families. And on top of that, like Christine was saying, we're here for personalized medicine. And that's what the campaign is about, as well. I mean, we're, this isn't a mill. This isn't an IVF mill. Everyone is personalized. And Christine alluded to before, we're not going to do IVF if lifestyle factors can be included as well. So wellness has something to be considered always a prior to any kind of intervention. So I think all those things combined is really what we're going for.


Griffin Jones  54:45

Is this a privilege extended to Hutchison babies only if there's a Rei with two young children are they welcome and they are more


Stephen Hutchison  54:53

than welcome. In fact, we have other babies all the time in the office.


54:58

We have nurses Tada, her baby in here are one of our front desk managers. She's got her grandson in there. Poor Ben never touches the floor when he comes to the office like literally we all just, it's, it's exactly what the video looks like, literally. We all like Ben's here, oh my god, Ben, and then we all run over and we're like, super giddy then. So


Stephen Hutchison  55:23

and to add him to the Game of Thrones here, Ben is my son.


Griffin Jones  55:29

I wonder how many practice groups can say that can say that children of our staff and our providers aren't as welcome here they are here. I think it's probably a pretty short list. And we will remember to link that video in the show notes and link it in in a couple other places so that people can see that because now people are like, I want to see what they're talking about. So we'll make sure that wherever that lives for you all, we will link that in the show notes. Hopefully this episode right now, I've got this episode scheduled to come out before PCRs, which will be great because there's going to be younger Doc's listening to this show that are also going to be coming to PCRs, they're going to be a little bit shy to introduce themselves. Now. Now those of you listening, can use this as an excuse. And if you're still shy, let me know. And I'll I will soften it up with Stephen and Christine. And for those of you that are more extroverted, you'll need no introduction whatsoever, because of how welcoming you both are, I'm going to let you conclude of how you want to see the continuation of the fertility practice as the next generation begins to take over the home.


Christine DeLuca  56:52

Yeah, I mean, ideally, like it's the same thing that you were talking about with patient care and serving a community, we would love to have a doctor that would come in and take over for Dr. Hutchison, but still have that safety net, to be able to provide service and really good quality service. But also, I mean, as just being the younger generation, I want us to continue to have the same moral compass that we always have and never sell out. And always do. It's not just for our morals, but what's best for our patients, and continue to, like just serve our community.


Stephen Hutchison  57:31

Yeah, I mean, we're not here to reinvent the wheel. So bringing more people on, really, we have an excellent track record. So if we can just continue that and then build on top of it, we already know that the field is going to change dramatically. It won't look in 10 years like it does today, just like it didn't look anything like it does now 10 years ago. So we will need to adapt as that comes along. But right now the current pace that we're at, we're right on track for that. It's just the matter of finding the right people who have the same vision you do.


Christine DeLuca  58:01

Yeah, wouldn't hurt to wouldn't hurt to be the only place in town that was you know, kind of took over completely the market and we have the lion's share, but there's a full on reason for it because we're the best. And because we care.


Griffin Jones  58:18

Arbitrage listeners windows aren't open for very long and there aren't that many of them. Pay attention for the arbitrage you make money when you buy, not when you sell. True figuratively as it is literally, Steven and Christine, thank you both so much for coming on inside reproductive health.


58:37

Thank you very much. We really appreciate it.


58:40

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


170 1300 IVF Retrievals In One Year, By One Fertility Doctor, & The Operation Systems That Got Her There Featuring Dr. Roohi Jeelani

Dr. Roohi Jeelani is back to share her operational tips about how she has grown to massive retrieval numbers, without compromising care. What does Dr. Jeelani do, that you could employ in your own practice?


Listen to hear:

  • Which critical touchpoints absolutely require doctor-patient contact.

  • How Dr. Jeelani’s workflow operates  and how she maintains personal contact with ALL of her patients.

  • What Dr. Jeelani does differently that is paramount to patient conversion and retention.

  • How she manages to see, treat, and connect with so many new (and established) patients.

  • Griffin question whether or not the sheer volume of patients and procedures compromises care, and what Dr. Jeelani has to say about it.

  • The place for virtual meetings in IVF care.

To listen to the precursor podcast with Roohi, click here: https://www.fertilitybridge.com/inside-reproductive-health/164jeelani

Company: Kindbody

Social Media: LinkedIn, Instagram


Transcript


Dr. Roohi Jeelani  00:04

Where we're really short sighted is how we schedule our patients and I think navigating your schedule fitting these patients in but also touching on these points at your new patient appointment has been key for me I think patient education's truly the biggest thing that helps one routine, and then rapid follow up


Griffin Jones  00:28

1300 Egg retrievals in a single year while seeing 50 to 60 new patients a month. Oh, that's it. Dr. Roohi Jeelani is an operational mastermind in my view, and you're gonna see why as we walk through this together. She's been on the show three, maybe four times. Now you might be thinking she was just on the show. She was we talked about the changing dynamics in fertility Patient Relations. So Dr. Jeelani is at the forefront of that and how it's been a major new patient recruitment generator for her. And that episode is really important to listen to, in order to be able to fully understand this one. So we did that episode. And I had Miss titled that because I meant to say, the REI that did more retrievals than anyone else in 2022. When we titled it, I left off the year by accident. But even if I hadn't left it off by accident, I also made an assumption that I assume that 1300 is the most we know what happens when we assume there may be another doctor that has done more than that. I don't know if if one provider has done that without other providers under him or her. I don't know if if Dr. Rob kilts or anyone else is either way, it's orders of magnitude more than most folks are doing. And people were very curious as to how she does that. So today we go through the workflow. We go through the virtual consults. We go through the testing, we go through the pre steps that people do with the financial counselor before their first appointment. We go through the scheduling of the follow up appointment before the workup and the tests are done. We go through the role of her scribes. We go through rules for pivotal touchpoints. The doctor Jeelani fields are absolutely necessary for good patient care. And from my experience, what are also very useful in retaining patients and converting them to treatment. We go over rules for your scheduling team so that they can maximize the use in the way that Dr Jeelani has. And I asked Dr. Jeelani, what she views is the biggest bottleneck to stop her from seeing even more patients that if those bottlenecks were removed for you, would you be doing 1300 retrievals. If they were removed for her, would she be doing 3000 4000 5000? I challenge as much as I can about how do you know that the standard of care isn't sacrificed. I'm not a clinician, so I can't totally judge. But that's why I think the first episode with Dr. Jeelani by the first one. I mean, the one that came out in January of 2023, or December of 2022 is necessary to fully understand because this is someone that really wants to provide that attention to her patients. Some of you are going to listen to this episode and say I already knew that shut up. Well, you just listen to the episode and pick out one thing that you didn't know before you listen to it. Dr. Jeelani is very generous with the processes that she shares with you. This is not vague. This is not high level stuff. This is very detailed, and there's almost certainly something that you hadn't considered or hadn't seen applied in that way. So enjoy this episode with one of the rising stars of clinical operations in your field. Dr. Roohi Jeelani, Dr. Jeelani? Really Welcome back to Inside reproductive health again.


Dr. Roohi Jeelani  03:54

Thank you for having me. Glad to be here.


Griffin Jones  03:57

Thank you for coming back on after recording another episode probably a month or so ago, not. Not too long ago, it was a very popular one. I got a lot of text messages. So did you got a lot of emails, and I have to take some culpability for being kind of allows the interviewer because after it was only after we stopped recording, that I was like, Oh, we started talking about how many retrievals that you actually did in last year. And you said 1300. And I said Holy crow. I said, did you not say that in the interview because you didn't want to say it or because I didn't ask him you were like, because he didn't ask me. I thought yeah, like Krav like this. That's this. I did something similar with Amy today where I had to have her back on where I'm asking her a whole bunch of questions during the show. And then afterwards, I'm thinking, Oh, that was the that was the thing that I was circling around and couldn't figure out because I didn't ask bluntly enough for didn't even think to do that. So, you know, but at least got it into the title of the episode and, and people became really interested in and I had said that, I suspect that was the most I said this era who did the most I made an assumption. I don't have I don't have hard data I, I think it could be the most, it could be the case that Dr. kilts, who's been on the show or someone else has done more, but I think that for one person without other providers, it, it very likely could be if not you on an on a very short list. And it is orders of magnitude more than the average person. And so people are fascinated about how it actually gets done. So last time, we were talking about the patient acquisition and Patient Relations funnel that led to it. This time, I want to talk more about the operation side of how this even happened. So can like let's start with maybe just a summary of the growth if 1300 was 2022, what did the lead up to that look like? What were the previous years volumes?


Dr. Roohi Jeelani  06:11

Always a couple 100. So I think the year before it was closer to six to 800, I think around 600. Between six to eight, I'm not quite sure I actually didn't keep tabs on it. This is just more of a personal guards. It's not necessarily a number. It wasn't like, this is what I want to do this what I'm gonna grow to it just became what it became as my presence grew and my social media grew. And then it came to light when I was looking at how many cycles do I do a month, then I started adding it last year, and I was like, Oh, wow, that's gonna equate to over 1000. So it wasn't intentional. I could be, I think close to 1000, the year before closer to a grew every year, proportionately. So I'm hoping it continues to grow as I kind of learn how to manage like you were saying, my staff, my support staff, my patients and kind of figure out things that work for me,


Griffin Jones  07:13

you must be figuring it out to some degree if you nearly doubled from 2021 to 2022. Without it being explicit goal, it was just happening from the things we talked about in the last episode, the new patient acquisition presents that you have from having such a presence in social media and a work ethic that we also talked about in that episode of that you like to work and you like to do it a lot. So you must be figuring some of it out on the operation side. How many new patients is that coming from? Like, if you're, if you're doing that many retrievals? How many new patients are you seeing


Dr. Roohi Jeelani  07:54

I see between 50 to 60 a month.


Griffin Jones  07:58

That's also more than the average. That's also more than the average doctor. So you're, it's very common to see, when you do see somebody seeing a lot of new patients, they very often have a lower IVF conversion rate because they'll see a lot of new patients one month and then they'll have to block off more of their schedule in the next month to do IVF and vice versa. So how can you see that many new patients and do that many retrievals


Dr. Roohi Jeelani  08:27

I think when I was sitting on the patient side, it would be seeing your doctor doing a workup than waiting on the doctor schedule for your next step. I think educating your patients on your next steps understanding what they're once again going back to long term short term goals or and also making sure at their new patient appointment. They have their next steps appointment plugged in instead of do your workup then call for your appointment then you really prolong I think we're we're really short sighted is how we schedule our patients. And I think navigating your schedule fitting these patients in but also touching on these points at your new patient appointment has been key for me, I think patient education truly the biggest thing that helps one routine, and then rapid follow up.


Griffin Jones  09:21

Very often people have the patient go back, do the workup, do the test and then schedule the appointment because they don't want to fill a slot and then have the patient not having done those things. So is how do you have patients in for a follow up and make sure that they have what's necessary for the follow up


Dr. Roohi Jeelani  09:41

at your first appointment right most most patients cycles are very predictable. These patients have been tracking their cycle doing op case. So at that appointment, you say okay, what's your next period do okay, well, this is when you're going to come in. Okay, this is when we do the saline okay tandemly we're going to do a semen analysis. Okay, your neck anticipated periods. Thus, let's regroup before this date to then put a treatment plan in place. So your new patient appointment you're leaving with all of your next steps, as opposed to call with your period or your office and an answer wasn't I was out of town. Oh, that's right, it becomes all frustrations. And then what happens? delayed treatment or you leave the clinic?


Griffin Jones  10:23

Are you doing Hmh and FSH during that time as well? Or is that happening either before at a different time,


Dr. Roohi Jeelani  10:30

at that time at your new patient workup?


Griffin Jones  10:34

How often do you have to reschedule patients because they booked that follow up, but then they haven't done all of those things.


Dr. Roohi Jeelani  10:42

Very rarely, most of the patients are the ones that are mandated like in managed care, where you have to do XY and Z, your Pap smear was a new year, we're not going to approve your diagnostics, but majority of patients now there, you know, these patients want next steps they want to plan they don't that wishy washy approach a feel like leaves them very lost. And then that's when you get why didn't call something got in the way. Now you're concise. This is what you're going to do this is when we're gonna regroup and this is when you get your next steps.


Griffin Jones  11:15

You're saying the majority of cancellations come from those that are mandated because they have something else that they have to qualify for.


Dr. Roohi Jeelani  11:22

Correct? Correct. If if there's cancellations or reasons why the system may not work, are cases of managed care where insurance didn't give authorization for testing or they were missing something before they needed testing. But otherwise, most of these patients will follow through.


Griffin Jones  11:42

When you say very few cancellations ballpark, are we talking less than 5%? Less than 25%? What are we talking for less than less than five to 10%? Wow. So that? So that is that is a small number? At what point do they talk to the financial counselor,


Dr. Roohi Jeelani  12:00

even before they see us so they get a verification of benefits before their new patient appointment. That also helps set the stage for us and them as to what they're walking into. Because a piece of their big pie in decision making is what is this going to cost me? Can I come in for testing? Do I need to do additional testing with my OB GYN before it comes to you?


Griffin Jones  12:23

This is really interesting, because we've approached this in different ways by recommending how people answer the question, how much does IVF cost? And very often, if people ask when people are calling and asking, How much does IVF cost? The answer that they get is not one that they're going to be satisfied with no matter how you answer, even if you give them our base cycle price is $13,000. If they need donor gametes, if they need a gestational carrier, if they're going to have to do multi cycle, it's going to be way more than that. And then you've price anchored them at a place where they are totally unprepared for when they see the actual numbers. Or if they just need timed intercourse, then you've anchored them at a price of something that made them afraid to even come in for the first console. And so we often direct people to to come in for that first console and and then determine the financial course of action. So what's that, like? If they're meeting with a financial counselor before they come in for their first visit?


Dr. Roohi Jeelani  13:34

Most of that appointment is just a rundown of what's covered what's not covered, and I think it helps them, put them at ease, like okay, I'm going to talk to the doctor. And then I'll start with testing and most insurance companies will cover diagnostics. I think it's a treatment where what you're talking about really opens Pandora's box as to what what am I doing? Am I picking and choosing. And I think writing that narrative with your patient or helping them understand that narratives important. So I counsel my patients that fertility and IVF. And time intercourse is not like any other type of medicine. It's not like you have high blood pressure, you do X, Y and Z and no cure, right? Everyone's treatment plan is very different. And it's based on your unique situation and your unique treatment plan. So these calls at the financial navigators who are not medical at all, give you as to give you a ballpark estimate of what it would be if you did X, Y or Z. From that point on, we'll understand and see what add ons you may or may not need. I also counsel them your first cycle is your most basic cycle but it's also your most diagnostic cycle. We understand a lot about what's going on what's causing your infertility what's causing us not to get pregnant or not to stay pregnant. So from that point on, you will typically expect me to do my add ons and recommend further treatment. Most of my patients From the get go, if you look at actually did this post on age and how many cycles most couples need. And I refer and I referenced that post a lot. And I say, depending on you guys and your long term and short term goals, you will see in this that no one is one and done. Could you be one and done, maybe, but that probability is very low. So if you are in a self paced day, if you are looking for a baby now and a baby in the future, most couples will end up doing a multi cycle plan.


Griffin Jones  15:30

The financial counselors are talking about those ballpark options before the first visit,


Dr. Roohi Jeelani  15:36

the financial counselors are giving them a gist of their insurance benefits of what's covered what's not covered. And then when we put a treatment plan in place, then they'll reach out with the specifics.


Griffin Jones  15:47

And then they're reconnected with the financial counselor at that point. When practices are really busy, that can determine where they put different requirements for the patients. In other words, if we have a practice with a 10 week waitlist for the docs, like many people had in early 2022, late 2021, then we can put all we can put everything in the front of the patient journey, meaning that even before someone's able to schedule, we can have them fill out their new patient forms, set up an account in the portal, even do their testing. And if patients, if practices have only a week or two weighed less than there's less that they are usually able to ask the patient to do before that first visit with you doing so much. And you finding that doing the doing the workups before the follow up and scheduled but scheduling the follow up before the workups are actually done. Even though it takes place after why not do the testing even before that first visit. A couple


Dr. Roohi Jeelani  17:01

of reasons. I think insurance won't cover it. But if you have testing done prior to an official consult with a physician, to it's scary to see these results, right. Ultimately, if you practice good medicine, good patient care, the NG bottle says everything else follows. So it's never for me kind of taking it back to why we're here. It was never do 1200 cycles to be the most right it was practice good medicine and everything else kind of rolls in. So as a patient, when you're drawing, you're a mage, and you're getting your partner's semen analysis and you're checking your tubes and you see all these things rolling at you. It's very scary to interpret. It's very scary to understand. So I think not knowing what you're doing or testing. And then getting these results without having a provider following it is intimidating for me as a patient. So getting in that console, understanding what you're testing, why you're testing what they mean briefly, help set the stage for saying okay, this is what I'm going to do. And then I'm going to see my doctor for follow up. We do I mean like most clinics, we do offer our pulse testing to get the pulse of your fertility without seeing Dr. Jelani or anybody where you can come in and check your a major sperm and ultrasound and that's followed up with a 15 minute quick consult to go over your results. But oftentimes, those patients do convert to actual patients saying, okay touched on this, but I want to learn more. I want to know more. So I guess whatever comes first a little bit of mandated by insurance, a little bit of it's mandated by you know, based off of what patient comfort is.


Griffin Jones  18:43

Are you at both you personally are you at both the new visit and the follow up? Yes. Some people use a Advanced Practice provider at one or the other. You are doing so many new patient visits and so many retrievals How are you able to be at both and and why have you not decided to have an EPP do one of those or at least up to this point.


Dr. Roohi Jeelani  19:11

We do have a PPS that help with the overflow and if need be when I go on vacation when I'm out. My patients have my number and I connect with them even before they get to that follow up most of the time. I would say 70 to 80% of the time I connect with the patient even before they get to that follow up appointment. It's I think it's important to have that personal touch. It builds trust and it also no one wants to wait for treatment, right you want it to be yesterday. So as soon as the workups done, I try to touch base with my patients as soon as their retrievals done. I try to touch base with my patients to understand and help them understand what their next steps are from that point.


Griffin Jones  19:57

Do you work with one HPP or are two that are part of your team or do you do you all cycle through the different APs in the group?


Dr. Roohi Jeelani  20:07

It is by region. So all the Chicago APS will see my patients and GS Levin's as they overflow.


Griffin Jones  20:16

How much support do you have there in Chicago from ABB? How many APs are in the Chicago region?


Dr. Roohi Jeelani  20:22

We have Stacey. For for?


Griffin Jones  20:25

How many IVF coordinators do you use?


Dr. Roohi Jeelani  20:29

A lot? Yeah. I think 10 it between eight to 10.


Griffin Jones  20:35

For the group or for yourself. For the group. I once met someone from a group on the West Coast large group did many of the providers did many cycles 678 100. And the person there told me that the providers doing the most at this practice had 15 IVF coordinators each, how many do you have for just you,


Dr. Roohi Jeelani  21:05

we practice as one big entity, so they are familiar with all of our patients? So they're all our IVF. So it's split in IVF coordinators, and then clinical nurses. So the IVF just manages IVF. And then the clinical nurses manage the clinic aspect of it.


Griffin Jones  21:21

What are the pros and cons to doing it each way? What's the Pro to having it for everyone, and everyone's using all of the same IVF coordinators versus a provider having their own specific IVF coordinator or team?


Dr. Roohi Jeelani  21:36

I think it helps break down silos because right, you're in a very busy big center, we're a very busy practice with high volume. And it's harder for your ancillary staff to learn my way and then Angie's way and then loud in this way. So I think when you're unified as a big practice, it really helps them understand one that you're one, one that there's one way and it really breaks down silos, they can cross cover each other, they understand all of us, they're comfortable with all of us. I like it.


Griffin Jones  22:09

Does it unify the practice more like is it more causative of unifying the practice as opposed to being a product of it, because I think of some groups that we worked with not as large as yours. But you wouldn't even know that the partners were in business together. In some cases, it is not the practices nurse it is that doctors, nurse and everybody knows it, and they let you know it and their processes for each provider are very different. Does having every all of the providers use the same staff and use the same advanced practice providers? Does that make you get on the same page with Dr. Loudon and Dr. Bell? So it's more?


Dr. Roohi Jeelani  22:55

Yeah, I think so. Right? Because you want to be one standing friends, like having two parents, you don't want to say opposite things. So it unifies us and helps us have a great relationship, but also then creates less confusion, and then loyalty and commitment they have to all of us equally.


Griffin Jones  23:13

How many of these folks, are you giving your invite folks? I mean, patients, how many patients? Are you giving your cell phone number? Every single one, how often do you get a phone call? Or a text message?


Dr. Roohi Jeelani  23:25

Not that often? And why not? Because I think people really respect it. And I think it's not reactive, right? It's more proactive. When you get insane like Portal messages or upset patients as when you can't get in touch with them. They have a simple question that's not answered, and they're frustrated. But it from the get go. They know this is where you reach me. This is where you reach a nurse. This is what I help with your you're setting expectations. And they don't usually bother you for stuff that they know you don't you can't control.


Griffin Jones  23:56

So you're seeing over the course of the year five by 600 or so. Somewhere between six and 700 new people you're giving every single one of them your cell phone number, how many a month Do you think you get a text message or a phone call from?


Dr. Roohi Jeelani  24:14

Most people don't call text text here and there a lot.


Griffin Jones  24:19

Is it here or there? Is it a lie?


Dr. Roohi Jeelani  24:22

Maybe very different than other people's opinions? Your


Griffin Jones  24:24

addition of a lot is probably way more than my definition a lot. How many? How much texting? Or how many? How many patients text you in a given month? Do you think


Dr. Roohi Jeelani  24:35

I talked to all my patients and


Griffin Jones  24:38

how do you keep that streamlined with with with with what the care team needs to know.


Dr. Roohi Jeelani  24:45

I have a scribe that I think that is my secret tool if anyone wants to know I ascribe all of my text messages into my notes and send them as orders to the nurses. That is like my right hand. How I send her sauce. I'll talk to a patient. So I'll text saying, Hey, are you available, your retrieval was yesterday. This is what the results are. And we want to let's talk about next steps. So I'll we'll hop on a call or FaceTime or zoom zoom, usually, we do a quick call, that is a console converts into a treatment plan in order which my scribe helps me translate to, and sends it to the nurse.


Griffin Jones  25:27

I don't want to put your scribe out of a job, but I'm going to have Dr. Ravi gata on the show later in the season, and we're going to talk about chat GPT. And talking about the different applications for this new open platform artificial intelligence, and how different people are using it now and how they may be able to use it. And one of those is going to have to do with I don't think we're gonna see medical scribes in the future, I don't think we're gonna see medical translators. In the future. I don't know how far off and I'm gonna leave that topic to speculate with Dr. gada. But it makes me think of what we're really talking about is access to care. And you are doing so many more retrievals and cycles than the average person partly because of the operational systems that you have in place. And then it will become well, how much can we really scale that when we take these already efficient operational systems and are able to automate it or reduce steps because of some of the new AI technology that


Dr. Roohi Jeelani  26:39

you're speaking my language? I want to hear that episode, I literally was like, that would be the next step. Because all of this, you can automate it right? That's truly, you want to know, I think that the biggest part about how you get busy and stay busy like this, is patient intervention at the most appropriate time when when does the patient want to hear from their doctor? Right? It's crucial after their new appointment for next steps, post retrieval, post field cycles, miscarriages, so soon as you identify these key pivotal points and automated AI them, I think everyone can do these cycles.


Griffin Jones  27:18

So your scribe is taking these conversations, putting it in the EMR, putting with the patient's records is that but then I imagine that I, when we do interviews, for example, I don't do the screening interviews for candidates, my HR folks do that. But I look at their notes. And even when they leave good notes, I often have questions. How are what gaps are happening when you there's conversations that you're having with patients, and then the care team is reading through the notes afterward,


Dr. Roohi Jeelani  27:54

my scribes on my calls with me. So it's very easy for her to translate it now if I'm training and use crave if they're newer, and they're not as familiar with my terminology and my protocols and my next steps. And you see that little discrepancy. But also then knowing that the nurses can reach out to you if they're confused, I think really helps, right? That fear factor of like, oh, gosh, I don't want to ask a doctor because then they're gonna think I'm stupid, like, just eliminate that. And they know like, it's open door. Text me Call me whenever if you're confused, come up, come ask me, then I'll explain it to you, as opposed to just second guessing or not doing it. And I think that really helps.


Griffin Jones  28:32

How often are the nurses contacting you for things like that?


Dr. Roohi Jeelani  28:37

My nurses talk to me all the time that I talked to them constantly.


Griffin Jones  28:42

So anybody that's listening to this episode, they have to listen to the other episode too, because they go hand in hand, you won't fully understand the context of this conversation. If you don't if you haven't heard the other conversation, your your work ethic, you're constantly communicating. And in order to support an operational system, like the one we're talking about today, has to be based in something like that, at least for for this kind of volume. So when you when you went from maybe six to 800, retrievals in 2021, to about 13 120 22. You weren't sitting on your hands and 2021 You were busy as heck, what got eliminated or automated or delegated that allows you to scale.


Dr. Roohi Jeelani  29:36

I think figuring out what when's crucial. When do you touch base with your patients? What are these pivotal points of decision making? Intervening sooner than later? Right? It's moving up patients like you said, I bet you anyone listening or any fertility clinic has a waitlist of at least a month. So one of the things that I do and I'm really good about is saying okay, well done. bulking out until March. That means these patients also wanted to be pregnant yesterday don't want to wait till March, but they're waiting for March because of me because of my schedule my limitations, right. But if I have an opportunity, like Tuesday finished cases early, hey, I have four hours where I'm not doing anything. Hey, new patient call center, can you pull up these people who are ready to be seen or who want to be seen earlier? Just kind of owning your schedule and really, really thinking about what is that patient feeling? I think I really understood that when our hands were tied, right? Like what happened in 20, from 2019 to 2021, was the world changed. Most of the most of the reason I started understanding this is because a lot of the noise was cut out. You couldn't really go anywhere, do anything. So then I started saying, Okay, well, let's start moving patients up. Let's start understanding what they want. We don't know what the future holds. Let's understand what your future where you want, right? Egg freezing patients who now can't go out on dates, because everyone's masked and distancing. What does that look like for you? So just, I think those three years were really pivotal and understanding how to practice. Practice martyr,


Griffin Jones  31:16

I want to talk to you about touching your schedule like that. But I also want to ask about the pivotal touch points, every patient is different. There's so many different considerations of what might be pivotal to a particular patient. But if I'm putting you on the spot, and having you think of patterns of these, these are the characteristics of a touchpoint that I need to have. And when what are the common patterns,


Dr. Roohi Jeelani  31:41

post retrieval, no one knows their next steps. 100 times as you may have told them, You don't understand them, you forget, you change your mind. I think that's key. positive pregnancy negative pregnancy miscarriage rate, you want to celebrate their wins their losses, their tough times, I wanted someone to celebrate all of those with me. So always reach out to my patients, no matter what that test results shows, they will get a text or a call for me that day. Key PGT I don't understand half of the numbers and letters that come out. I highly doubt any of my patients, they're super confused as what those mean, always reach out to have to wait for your doctor post retrieval, then post PGT 10 For FET is like three to four months of time that no one has. So I'm very intrigued by this system that you're talking about with Ravi but I really think AI eventually for right now I use my notes, my scribe my ancillary support staff to help me as reminders to when to call, who to call and where to call. But I would love to see how AI can interface with this and help us recognize these. Okay, this is where you need to intervene in one.


Griffin Jones  32:57

Do you have a workflow system for yourself other than the EMR? Do you use like a project management system like Asana or or do you use any kind of CRM like Salesforce or HubSpot? What are you using?


Dr. Roohi Jeelani  33:11

I do? Jared Robbins will tell you I'm the most organized disorganized person ever. I make lists every day I have a list. I'm old fashioned, or I'm too old. I write down all my day ones, my day sevens to calls, I have ridiculous amounts of paper and pens right next to me with checkboxes. I call these patients on a daily basis. I've been meaning to try and no, I heard it's fantastic and it's searchable. just haven't gotten around to it.


Griffin Jones  33:41

So you're using old fashioned pen and paper to remember when to I mean, of course you have your scribes that remind you but you're not you don't have like, ping in the EMR for contact this patient at this time after their retrieval of these 1300. Folks, how many of them are you contacting after retrieval? Every single one,


Dr. Roohi Jeelani  34:09

every single one. So one, that's


Griffin Jones  34:11

probably that's partly why you are that you convert so well. Again, you have to listen, the first conversation or else a lot of you'll you won't get all of this one. Because you have to build the lead up in the base and set the expectations to have something this efficient long before you can actually have people go through something so efficient. You've got to be prepared for it. That's what the first conversation is about. But also touch points are the number one thing that get people to make a decision that when they want to make the decision, but they're just afraid they're just they don't know what to do or they don't feel like well, why would I go back there if nobody cared after I talked to them that last time and so we often try To help people automate that, that conversion by giving them a workflow, and it's a ton of work, if it's not, it's a ton of work when you're trying to replicate it with medical assistants when you're trying to replicate it with nurses, when you're trying to make it a workflow in the EMR or the project management system or the CRM, and you're just doing it for every single one of them. Trying to in the most organized, disorganized person, how many virtual consults? Are you still? Are you doing? Some people are doing 100%, almost for new visits? Some people are they're they're straight up back to 2019, no virtual consults. And a lot of people are somewhere in between. What is it for you?


Dr. Roohi Jeelani  35:50

Oh, virtual. So if


Griffin Jones  35:54

that was and then are the in person are they all excuse me is the for the follow up. So they all in person. All virtual, the follow ups are all virtual too. So you're meeting patients for the first time when they come in for the retrieval? Yes, cases? What do you lose with that? If anything?


Dr. Roohi Jeelani  36:17

I don't think anything. I think patients love it. I think everyone's really busy. I think they love the ability to talk when they want at their convenience in the comfort of their home. I think it gives them a lot of flexibility. I don't I've never had a patient say I wanted to see you in person before this retrieval. I always get I'm so glad to meet you. So happy to meet you. But I never had anyone say wish I would have met you sooner.


Griffin Jones  36:46

I think about this a lot that over the course of my career, I have both paid and been paid millions of dollars by from people that I've never met in person before. And I don't think it would be possible if they didn't already know me in some way, if it wasn't from the content that I've created, or maybe they've seen me speak or, and for the folks that I'm hiring that I'm paying, if I didn't know something about them, and at the very least if I wasn't able to see them on video, I don't think it would be the same. If it were if I were interviewing people on the phone. I would say that in person is the best, but video is the second best. So I think a lot of people are going to hear this and they're going to think No way I have to see my patients for that first visit in person or second person or I won't have that rapport with them. And I think they could be right, because they don't have what you have in terms of how many times you've connected with patients on social media, by how many videos they've watched of you how many reels they've watched of you how many pictures they've seen how many long posts they've they've seen from you, could you do this, in your view? All virtual if you didn't have that rapport built up front?


Dr. Roohi Jeelani  38:08

I don't think so I don't think my volume would be my volume without having that


Griffin Jones  38:13

report. Not even not even the volume. But could you could you have the same level of engagement from your patients from just a virtual new visit? And just a virtual follow up if they weren't already really familiar with you?


Dr. Roohi Jeelani  38:29

I think so I think there's practices, let's use CCRM, for example, or another big practice where people would fly in, and they don't know the doctor, they've never met them. That's the Zoom console and they fly and start treatment. I think it's very, or New York has another center that does that. I think I think when it comes to fertility, people just want to go to a place where you're cared for network. So I don't think that, you know, I've had patients say I didn't like the doctor, but I love what they did. So I will stay. I'm gonna go there. So I, I do think it's a piece of the pie, but I don't think you absolutely need an in person when it comes to fertility. Right? It's it goes so fast. It's like tearing off a band aid is 10 days of your life that you don't like I didn't even know when I started or stopped most of my cycles.


Griffin Jones  39:19

Let's talk about testing your schedule a little bit that you figured out during the pandemic, well, how do I move things around to make this more effective? Now, if you're going in every time and say, Well, I just had a Friday afternoon, open up now, call center, go ahead and find people that are on the waitlist that can come in earlier. If you're doing that every time that'll be inefficient. So I assume that you've given some rules to your schedulers to that if this then book vessel, what are those rules? Yeah.


Dr. Roohi Jeelani  39:52

So I started using identified a person that really knows me well and knows my schedule and what I do instead. putting a lot of my personal stuff on there as well. So if there's an open area, there's nothing personal, as well as patients and they know, okay, that's a green light to add stuff on.


Griffin Jones  40:13

Many doctors whenever there is suggested process improvement, or a new technology or an increase in volume, many doctors worry about the sacrifice of the quality of care. And, and so it, I imagine that a doctor that is doing 250 retrievals a year and maybe seeing 500 new patients a year is thing 600 new patients and 1300 retrievals. There's no way that something doesn't get lost in translation, there's no way that someone can give that level of attention to the patient, something's being lost, something's gonna go wrong, some quality is being sacrificed. What quality do you expect they that they expect might be sacrificed? And how do you know it isn't.


Dr. Roohi Jeelani  41:12

So if you, if you expect to, if you try to take a square and fit it in a circle, it's not gonna work, right? If you say, This is my boxed approach, this is how I practice nurses aren't allowed to contact me, patients aren't allowed to contact me, you have to wait for your next appointment to follow up, then you're going to fit that box. But if you want to think outside of the box, and you want to do something revolutionary, then you practice outside of the box medicine. So nurses know it's an open door policy, they their interests align with your interests, which is optimal patient care, your patients know that you understand their goals, their family goals, their short term goals, their long term goals and their timelines. And then they know you're rooting for them. There's not one single patient that delivered pregnant that I still don't touch, but it's not, I'm going to do a retrieval and be done. It's your forever part of my life. Like you're very intimately connected to me. My patients whose babies are five, six year olds, still follow me on Instagram and send me pictures. So it is a relationship. So what I vest in, I think, I don't think quality is being compromised. I think quite the opposite. I think this was way better care than I've received up until I saw Angie. But you know that that's one of the main reasons I switched so many clinics with my son, it was I wasn't getting the answers or the treatment or the follow up that I really felt like I needed. And that's something I promised myself that I would never do to a patient. And I'm this only started because I wanted to hold true to my promise that I don't want someone to feel like me.


Griffin Jones  42:54

And I will let the folks know we've worked with groups of all sizes, we work with 40 dot groups before we work with single practitioner groups. And I have to tell you from doing people's reputation management, it don't matter what size, the practice is, on average, or what kind of volumes they're doing. I've seen small practices get reviews, like it's a baby factory in there, all they care about is money, they just pack the waiting room, it's like man, they're not doing that much volume compared to another place. And I recall seeing a presentation, I wish that I could remember the date, if anyone was at the SRA AI meeting, it was probably 27 tene that I spoke at the Esrei retreat, whoever was there. I remember sitting next to Dr. Liu Exene. So Lou, if you still listen to the show, and you remember where this data came from, please let me know. But it showed the number of complaints or the level of patient satisfaction per volume in there was kind of a J curve. So there was a higher level of satisfaction among smaller boutique practices. And then it bottomed out for a bit for those that were in the middle size, like let's say five to 10 providers, and then it went up as the group got larger. And it's partly because well, if you're if you're real small, there, you can get away with not having a lot of efficient processes, because it's very intimate, just you people often understand. And if you're larger, you should have really established systems like the ones that you're talking about. And it's the people in the middle at the bottom of that J curve that often have lower patient satisfaction because they're not boutique and they don't have the systems. So while we're on the topic of growing pains for those that are growing into that larger group or more efficient or having systems, you're a person that I bet all of the AI can Bernie's and everyone else wants to talk to. Because if you could, if you could see even more patients with the level of care that you're giving them, I know that you would What do you view as the biggest bottlenecks, like, what do you think when you're going through your week is like if I could just automate this or eliminate this or delegate this? What are the biggest bottlenecks that you see?


Dr. Roohi Jeelani  45:24

I'm right now I wish I could, I there was a way to notify when the patient next period is and to make sure that follow up consult was sooner I feel like right now I'm hitting it right where their cycle is, and then getting the meds and starting their cycle is delayed by a week or so. But if I could find out how after because I can do it up until workup. But then from workup to treatment is when they're out of my control and they go to the nurses. So either I work on teaching my nurses and make sure that they see me before their next period. So I can talk treatment to them well in advance. So then they have time to refill their meds, sit on it, think about it do consents, or AI to say, okay, you know, like, based on when they're putting in their LMP, and how often they're getting their cycle. And this is when their treatment, anticipated treatment date should be and they need to follow up well before then. That would be awesome. But that's my bottleneck currently.


Griffin Jones  46:29

I'm gonna let you conclude. And I will preface it with saying this because people usually like that I asked tough questions on the show, I feel like I've been tough enough with you making you prove that nothing's being sacrificed, at least to the extent that I can ask some a clinician, of course, could probably grill you harder. I'm not a clinician guy. Sorry, I can't I can't grill harder. I've asked how do you know nothing's being sacrificed? How do you know that you're actually giving the quality of care? I'm satisfied with the answers. And if anybody watches the British Bake Off Great British baking show, I think it's has to be called in the US now. The judge Paul, Hollywood occasionally gives a handshake to one of the contestants. And it's like, the biggest status because he doesn't usually do it. And he's normally pretty hard. I would rather be if I had to be perceived as one, I would rather be perceived as being more skeptical than somebody that likes to woo. I will say this, though, really, you impress the crap out of me, I have known for a long time that you're really smart. I've known for a long time that you have a new and better dynamic for Patient Relations. I've known for a long time, that you have a crazy work ethic. And it's probably because of those three things that I am satisfied with the explanation that I've gotten today on the fourth, but now I know that you are also an operational mastermind. And and I think it's really useful for those that even if it's like, Man, I don't even want to see 600 new patients or AI or AI will decide how many new patients that you're going to be able to see within a certain timeframe to some degree and all of the technologies that come but people will say, Well, I Yeah, but I don't want to work 80 hours a week or whatever. It's like, okay, that's fine. But think about how much more you can do effectively, even with the volumes that you do want to do and the time that you want to do and be able to give this quality of care, some people are going to say, I knew that stuff already. I doubt it. I doubt you knew every little piece of that you've been so generous today with the level of information out but hope your employers don't get pissed off about it because you were you really gave valuable information they should thank you because of the marketing that it's giving you all and and you've been so generous with it. So I'm gonna let you decide how do you want to conclude about being able to see as many new patients and provide treatment for as many patients as possible without sacrificing patient attention or quality of care?


Dr. Roohi Jeelani  49:25

First, I want to say thank you, that was a lot. I'm very flattered. So honestly, thank you. I think just a practice with my heart and try to do what's best and everything else kind of follows suits. So that's why I can confidently say I'm not compromising any patient care. I have my my nurses teas that you have your patients memorized. I do have my patients memorized because I'm just as vested in them and their family as you know, they trust me with that it's a very intimate process to be true. I started with so I think just genuinely caring really optimizes everything that's, I know it's hard. I know everyone out here cares, right? Everyone did this for a reason no one went to school for 15 years for fun. And I think just remembering why you did this really helps me keep going every day.


Griffin Jones  50:19

Doctor Roohi Jeelani, thank you very much for coming back on the show. Thank you.


Sponsor 50:25

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


165 Millennial Money and IVF

Thematic investing. Venture capital. Private equity. Democratization. Lorin Gu, the founding partner of Recharge Capital- which has financially backed fertility companies across the globe (including KindBody), joins the show this week to explain his fresh-eyes approach to capitalizing on the empirical growth rate of the fertility industry. Tune in to Inside Reproductive Health with Griffin Jones for the latest episode. 

Listen to hear:

  • Private equity and venture capital being used together--to align incentives in the provider and vendor chains.

  • Griffin ask Lorin how he can be sure to handle the speed of investing in reproductive medicine. How does he know he’s closer to world-class competence than to a Sam Bankman-Fried?

  • Globalization: How Recharge is deploying its capital across borders in North America, Europe and Asia

  • What makes up the capital stack and value chain across the fertility field.

  • Which countries are attracting the most international patients, and who will be the ‘winner’, and why, in Lorin Gu’s opinion.

  • Is this the end of globalization? Why supply chain issues are happening now across the fertility industry.


Lorin Gu’s info:

LinkedIn: https://www.linkedin.com/company/recharge-capital

Twitter: https://twitter.com/rechargecapital

Website: https://www.rechargecapital.com/


Transcript

Lorin Gu  00:04

At the end of the day, when you have that kind of healthy margin, whether last venture capital or private equity, the business should run on a similar scale off the pursuit of profitability, cost control, quality standard. And that, to us is not so different. I have not so much of a distinction between the two asset classes of investments.

Griffin Jones  03:00

Your team contacted me at an interesting time because I've done 160 170 episodes. At this point, I've talked to a lot of CEOs of either venture backed companies or private equity backed companies, but very few of the capitalists themselves very few of either the venture capitalists or the capitalists behind private equity. And someone suggested to me recently that I interview a couple of these folks. And so your team serendipitously contacted me and I looked you up and thought this is pretty interesting for a young guy. So I'd love for you to first give us your the principle of recharge capital, and the founding partner there. And I'd love for you to just give us a little bit of background on how your company came to be how you've built your portfolio thus far. And and then we can start talking about what's drawing your eye to reproductive medicine.


Lorin Gu  04:02

Sure. Very happy to talk a little bit about recharged capital. So here we're a little bit differently structure compared to the typical venture capital or private equity funds. We are very thematically based, which means that we pick out three to four macro themes that we believe to be you know, having the longest macro tailwinds behind it. And we play a very deep value chain driven model for each of those themes and have a global approach in terms of portfolio construction as well as integration analysis. So was in healthcare, which is obviously a very big sector. We've looked at a bunch of different sector verticals within healthcare and have determined that fertility and reproductive health is going to be the biggest growth and most profitable sector in the years to come. So there we are, we are spending a ton of time in the fertility sector.


Griffin Jones  04:58

So how did you yourself get into venture capital. If I if if I'm reading correctly, I believe that there was one magazine dated a couple years ago that said you were 26. So I'm putting you at 28 or 29. That was an article from Channel NewsAsia, that two and a half years ago, so I'm putting you at 28 or 29. Today, so am I correct? And understanding you're under 30?


05:24

Yes.


Griffin Jones  05:26

How do you get to be the founder of a venture capital firm at such a young age?


Lorin Gu  05:34

so I started my career after college in a hedge fund focused on distressed assets. So that was a really good training for both credit and equity, both public and private. While I was doing that, I think I really had a very interesting discovery about like investment, which was, there's so many people who are very confined by the so called asset classes, right? People think about a public market, primary market credit and equity being very different. But actually, to really understand a company or to really understand even a sector, you have to be able to look across the entire capital structure and be able to play along the entire value chain. So with that in mind, I wanted to set up a practice that is different from most of the other firms out there. And I couldn't find another firm to join to have this kind of investment approach. So I just decided to start it myself.


Griffin Jones  06:27

couldn't find a firm that was interested in having a strategy across the value chain,


06:34

across the value chain across the capital stack.


Griffin Jones  06:38

Talk to us a little bit more about what that means, because some of my audience will understand that without further explanation, and then others, myself included, don't talk to us about what that means the the value chain and across the capital stack.


Lorin Gu  06:56

Sure. So if you, let's say just take fertility as an example, right? How do we see the advancement of this sector going forward? I think, you know, there's two components of new technologies being developed. There's a component of consolidation of independent practices, there's a component of providing both equity and debt for some of those row of strategies. So essentially, what you're playing is you're doing some portion of venture capital, you're doing some portion of private equity or doing some portion of credit. And by combining all those different things together, you have a portfolio along the entire value chain, and you can actually integrate them and create synergies for this particular value chain was all the different players of us basically playing a different role in the ecosystem. So if you are just a typical venture capital firm, you're probably only investing in more frontier technology, we're very new business models for clinics. And that has scalability issue, it will take time for you to scale, you might not have access to the best doctors might not have access to the biggest networks. So for us, if you think about sort of how new technology can be adopted, we think, you know, why don't we invest, you know, venture dollars into new technologies, invest private equity type of dollars into clinic, roll ups, and then just have those clinics adopt those technologies, given that there's a synergy of being in the same portfolio. So the interests are a lot more aligned for us, and also for the different management teams.


Griffin Jones  08:36

So are you talking about deploying both venture capital and private equity? Yes. So I think this is kind of a follow up from a conversation recently that I had with venture capitalists Abigal, Abigail Sirus and her colleague, Dr. David Sable, who manage a fund. And they were talking about different solutions for scaling, access to reproductive medicine, and I posed the question about, well, I see a lot of new solutions coming into the field. They're an AI solution for something that med techs do that they they can do 10x What a current med tech can do, or 100x, or, or whatever. And I see this happening in the lab and in the clinic. Augmenting what embryologist can do, what our eyes can do, nurses can do, et cetera, et cetera. I see a terrible bottleneck in those technologies being adopted, because even though these technologies do, like I can see the value in them, I could see what they do. But they're it's just like, the clinic can't adopt them. And so I asked David and Abigail like, why is this the case? How do you replace that and they're like, Well, you may need to build the system around that and then build the providers to align with that. And so is that what you're Is that what you're talking about when you're talking about being across the value chain? And, and using venture capital on the scalability side and private equity on the consolidation side? Am I understanding that correctly? Or would you phrase it differently?


Lorin Gu  10:23

Yes, I think you're understanding it correctly. But let me just sort of give a little bit more clarification on that. Right. So you mentioned this new technology adoption issue, which is very prevalent, not just in the US, but also like everywhere in the world, right. I think a lot of times, people tend to not appreciate to certain intrinsic conflict of interest between the new technologies and the clinic owners or practitioners, right. So we have this capability of increasing, say, the single cycle IVF success rate, the clinics are paying for this. What is really interesting is, the clinic has a difficult time of charging those kind of software solutions to the patients, because the patients don't feel that this is a real test or real diagnosis that they're getting. And you are technically reducing the number of cycles that each patient will be doing, which cuts into the top line of some of those clinics. So there's the moral hazard, where the clinic owner feels like sure this is a great technology, it's benefiting the patients. But is it hurting my own clinic financially, both top line and bottom line? Sometimes that is the case. And therefore, you start to see a lot of push backs where you know, the clinics are more than happy to pilot some of those programs. But when they actually becomes like widely used, adopted or getting paid, it is not the case. So for us, the way that we really think about it is how do you make sure the clinic or the chains are incentive aligned. And that requires number one capital for consolidation. And number two, to your points and to your previous guests points, built that incentive aligned with new technology providers. So you can have a different pricing model for the patients, you can have a different service model for the patients, and basically reinvent what the typical IVF packages are to the patients.


Griffin Jones  12:19

I want to talk a little bit more about the bottleneck. I don't want to lionize doctors here, because there probably are some doctors that would push people into IVF and want to do more IVF cycles, I know that some ducks that might want to throw some rivals under the bus might think that about a couple of their contemporaries. The vast majority of them, they are patient centric people, and I do see them being kind of led astray here and there. But but these are people with ethics they are they want to do right by their patients. But also, you can have that and then you can have external forces that put pressure external pressures on them that cause them to betray their ethics. I just also don't see the external factors causing them to betray their ethics in this case, meaning like they're they can do 1500 IVF cycles, 2000 IVF cycles, if they have that many Doc's or a doc generally doesn't have a problem doing 200 IVF cycles, if they just have halfway decent marketing relationships in their community. And with referring providers, they could, they could probably do more, they have long waitlist in many cases. And so I see it being more of just like, they just don't know how to implement these solutions a lot of the time, or it's, it's so much more work for them to implement it. And until they fully integrate it, it's still an additional cost.


Lorin Gu  13:53

Yes, that is absolutely the case. Actually, if you think about a lot of the process for the clinics, it's already a mature established process, people run it like a well oiled machine. So when you introduce new technologies, whether that's for the doctors, for the embryologist, they are pushing back because to your point, there's a ramp up period. They don't know if this actually flows well, seamlessly it was the rest of the operations and lack cost is harder to measure. They don't know if they'll actually be able to serve more patients were actually served less patients. And that's why I think the best way of thinking about technology adoption is you need to have clinics or chain of clinics who have a baseline of revenue that is able to support groups financials and gradually introduced them from like one clinics to five clinics like 30 clinics where you start to have a protocol and embryologist and doctors can really learn from my protocols of seeing this actually works. This is actually switch law It has proven to be efficient. And a lot of times that certainty really provides comfort for the doctors and practitioners. And I think that is why having an external force from a capital provider perspective, really there’s the concerns for a lot of those doctors and doctor, owners of the clinics. Talk to us a bit


Griffin Jones  15:19

about how a venture capital structure and private equity structure can work in concert. And you've talked about how it works in terms of being able to align the incentives to talk to us about how the actual structure can work, because this is unfamiliar territory. To me. When I think of venture capital, I think of something like Dr. Sables Life Sciences Fund, like that's pure VC, as far as I understand, I think of like Lee Equity, who I think is the current private equity owner behind inception, I think they're, I think they're trying to sell their stake, if I'm not mistaken, I don't know if they have already. But I think of that is pure private equity. And so talk to us about how do you have both in the in the same structure?


Lorin Gu  16:07

Sure. So I mean, even if you think about, you know, building out a new consumer friendly, technology, standardized chain of modern clinics, there are different ways of building it right, you can take an approach of KindBody, which is basically building new locations, from the ground up, you can also have the model where you're rolling up existing clinics was accessing patients, you are adding on a light layer of tech enablement, in terms of streamlining the customer experience, storage of data for patients interactions, and a new consumer brand equity. So the in that case, you are creating a new company, and technically it is venture capital, but the way that new company is being built is through the typical private equity roll up structure. So if you look at international scale, us probably has both of those things that you've seen played out. In that end, it is more like a, you know, venture capital model with new builds, because a lot of existing clinics simply don't have the standard that the current patients would demand. Europe, it's more of a private equity rollout model, because a lot of clinics already set up art, so as Southeast Asia, and then you look at Saudi Arabia, which is just starting to push for the private clinic practices, that is going to be more like a KindBody model of building from the ground up. So each geography has its own unique market flavors to it. And if you're really thinking about in the long term, you have, you know, all different geographies, having this kind of consumer friendly technology standardize chain operation with scalability and cost efficiency. The paths to get to that can be different depending on the geographies, depending on the market dynamics, depending on this condition of the existing clinics,


Griffin Jones  18:04

or the limited partners different behind each type of funding. So for


Lorin Gu  18:09

us, it's the same pool of LPs. And obviously, for a typical fund, the LPS for venture capital and private equity will be different. And alas, why, as mentioned, we're structured a little bit differently where we're purely value chain, we're sector focused, and we have the flexibility of moving across a capital stack.


Griffin Jones  18:29

And you're based in Singapore. Am I correct? In that


Lorin Gu  18:32

we are based between New York and Singapore. When


Griffin Jones  18:35

I had the folks from Ouma fertility on we talked about their raise in Silicon Valley, and I said, Well, why Silicon Valley and they lived in the bay area for years. So that was part of it. But they're originally from New Delhi and I thought, Well, New Delhi has to have a burgeoning VC scene Singapore surely does there is in New York and London wise, why still Silicon Valley? And they said, because of the institutional structure of Silicon Valley, the the way deals are done, there's such a proven template to follow and that they felt it it's still the, you know, it's still the place for for venture capital. So what does a place like either Singapore or other emerging venture capital hubs have to offer Do you


Lorin Gu  19:25

suppose so, it's very interesting, if you look at the opportunity sets, a lot of US investors will tell you that a very major growth area for fertility is actually the international market. But if you look at sort of venture capital or even private equity funding, most of the emerging market hubs for funding, do not touch fertility is still a very foreign subject to him. And this is where we like to come in and play because we have the US experience we have to underwriting standards in the US and we have added capability of accessing those emerging markets. So part of the arbitrage that we play is really being able to, you know, have this kind of understanding from the US markets and us the investments we made, and then apply it to the emerging markets where there's literally almost no competition from a capital providing perspective.


Griffin Jones  20:19

This is probably a one on one question, but I'm going to ask you, because I have you in front of me do limited partners typically come from the areas where the fund is based,


Lorin Gu  20:30

not necessarily. In our case, our LP base is pretty global and diverse from the US, from Europe, from Asia, a little bit everywhere.


Griffin Jones  20:41

Let's talk a bit about a hot issue, I think, and just in terms of being a young entrepreneur, so being a young entrepreneur, there is and I mean, you're under 30. And you're you're you're the founder of this capital firm, and you've got big plans for businesses that you're investing in and and are currently investing in. And the tale of the young entrepreneur, and has all of the ups and downs, right as a prototype, like on one end of the spectrum, you have Mark Zuckerberg, and I think a lot of people don't like Mark Zuckerberg, but even if you don't, it would be remiss to not acknowledge Him for the highly competent entrepreneur that he has. And he took fate, not only did he create the social media platform in a way that nobody was able to do before that he also did it again, by making it mobile. He's made some really smart acquisitions. And so I put him on one end of the spectrum of the young entrepreneur. And on the other end, I put somebody like Sam Backman freed who is a complete fraud. And so how do you navigate the necessary naivete of youth versus the seasoned experience that that comes from learning some hard lessons when you're moving at such a fast speed?


Lorin Gu  22:19

So I think the biggest thing for that is knowing what you know, and knowing what you don't know. In my particular case, I know what I'm good at, which is the financial part to financial engineering, analysis, etc. What I'm lacking, of course, compared to most of the doctor practitioners out there are the expertise in the fertility space, the knowledge in terms of assessing what kind of new technology, even just within AI, there's so many of them, are actually, you know, adaptable and scalable. And that's why we have a team of scientists, MDS, senior people, as well as advisors to really help our team was that decision and assessments. And that I think, is a very important call safety net for preventing hubris getting into the way. And for us, I think we have, you know, very exciting visions as a young person for the fertility space, we see a lot of interesting ways where consolidation can play for better technology, better standardization, better access for people if we believe the fertility needs are really going up. And you have to be able to cater to all different socio economic classes for equity reasons. And we have creative ideas of how to, you know, bridge fragmented international markets to provide better access to patients from any places, but that is what we call the investment or financial engineering aspect of it. When it comes to the actual operations, we rely on the seasoned experienced doctors and management team. So we try not to get too much into the way of how they operate their own businesses, because that is not our place to be.


Griffin Jones  24:14

you've narrowed down what you don't know you're a pretty smart guy, you have competent advisors that are subject matter experts really so extensively come I don't know them, but but extensively competent people that you've surrounded. There are still unknown unknowns in business and one of the reasons why I for my business, I started a client services firm and it was completely bootstrapped. I never took out any type of investor money. I never took any money from family and friends. I never took out a bank loan. And part of the reason why I did that is because there are so many unknown unknowns, the speed at which I was capable of navigating Getting those unknown unknowns was better mitigated by not having floods of money behind it, when I screw up, and when I fail clients, and yes, that that does happen, it's in a way where I can, I can either fix it, or it's one screw up amid successes, like even if it's like, okay, we didn't hit this goal, we really helped them hit this goal and we return the overall investment, I still feel bad about not hitting one goal. But the speed at which we're going that which we're delivering, I'm able to correct for mistakes. If I if I don't do fully right by a client, I can make it up over time, either in the engagement or after. And it's because I don't have investor obligations. I'm not, I'm not buying things all over the place and not buying inventory. I'm not acquiring companies, I'm going at a at a little speed. Now, I think that that's probably more because of where I am on the entrepreneurial scale. If if somebody like Sara Blakely and Elon Musk is a 100, on the entrepreneurial scale, and someone like a school teacher that won't even invest in the stock market is zero. You know, I'm probably like, somewhere in the 60s, I'm more of a small business owner getting into entrepreneurship. So I need that, that level of speed right now until I get smarter, and I'm starting to get smarter. But to have it coming at you that fast, like how do you mitigate the like, I see how you've narrowed down the unknown unknowns and you have competent people. But how do you navigate like, you're gonna have unknown unknowns come up all the darn time? How do you? How do you navigate them coming at you that fast?


Lorin Gu  26:45

Well, I think, again, there are like three things about it, right? Like, number one is, before you get into something, you think about what are the worst case scenarios? What are the downsides? What are the legal risks, what are the operational risks, and if those happens, what's the worst thing that could happen to his entire investments or having to, you know, the roll up, and you have to have that planned out. So even if the unknown happens, you know, it could come in any different form, you have a little bit of a plan for it. The second part is the composition of the investments, right. So if you think about the way out, we like to run, say, like a roll up strategy for a new modern clinic chain, the underlying assets are still, you know, independently operated by the doctors and a management team. The reason that a lot of those people are interested in becoming part of this is because no lay are independent, smaller business owners, they like what they do, but they also wish to have a little bit more upside, the upside could come from the form of by joining a larger group. So there's economies of scale, so the equity gets valued higher, or that upside could come from the form of, you know, they can get partial equity about out and have the remaining equity appreciate was the rest of the investment practices in the roll up. So when you have those kinds of like very grounded, people still involved in the actual day to day operations, you are less concerned about, you know, the operating mistakes from a investment side, because the investors are not operators, we can never get into the weeds of serving, saying individual clients or managing like the order book of a single clinic. What we can do on the other side is really try to control the overall trajectory of the larger ship, and make sure that the different participants of the smaller entrepreneurs are feeling confident, comfortable and feeling like they're getting the upside. So again, it's kind of about narrowing down to the responsibilities within the value chain of this operating ecosystem.


Griffin Jones  29:01

Let's talk a bit more about the fertility field and what you see there. So your team had sent me a note that you believe that the decision to overturn Roe will lead to a global increase in medical tourism and internet international partnerships. Why a global increase? Do you mean from the United States to various countries throughout the globe?


Lorin Gu  29:26

Not just that, I think what's been really interesting is if you look at the effect that US has on the rest of the world, when the woman empowerment movement started in the US is sort of blue to you know, Europe and then blue to Asia has a ratification effect across the globe. And when you have this overturn. What is triggering is a lot of other countries with polarizing current political or religious beliefs are also thinking about what they should be doing in turn. himself to regulations in terms of the policies. And it is not unthinkable to start to wait for us to start to see some of those governments will enact on something that is not so different from what the US is enacting on. So that is what we consider single country political risks or regulatory risk for women. So us now, even for countries that do not have very strict restrictions on fertility, you still have certain things are allowed, and certain things are not allowed for a customized IVF journey, right, for instance, in China, like single woman cannot freeze your eggs. And, you know, they have to resort to international tourism in order to get your egg frozen, so they can have an insurance policy, right, a lot of places doesn't allow you to do genetic testing a lot of places doesn't allow you to do gender selection, a lot of places doesn't allow you to do anything. Any diagnosis that is considered, quote unquote, invasive. So for people to satisfy their medical needs, you'll start to see a lot more of international tourism. So a lot is from the political side, and policy side. On the other side, where you will also start to see is this affordability issue, right. So us obviously, has always been considered having the best medical standard for fertility in the world. But the US is perhaps also the most expensive one. If you go from, you know, just egg freezing to IVF process. And if you want to have like a surrogate, that cause could run, most of the families broke, and it's really catering to probably just have 0.1% Elise, but there are a lot more demand than that, right? So people need to seek for more alternative solutions, sometimes, like alternative solutions, international solutions, where the medical standard is high. But the labor costs and material costs are lower. And it makes the entire process much more affordable for families to have children. So for instance, like in that me in Southeast Asia, a similar experience to the tub standard US clinical experience will run about 25% of the cost compared to the US. And that just puts a lot more families into the affordable bucket, and therefore increasing the access for


Griffin Jones  32:30

I don't have the data. But I'm my gut tells me my anecdotal experience tells me that the US is still far and away a net importer of quote unquote, this will I'm not going to use the word tourists but I will say visiting patient and for IVF, as opposed to a net exporter. There is some there are US patients, they go see Dr. Joe Davis in the Caribbean, they go they go see Dr. Mario Vega, and Panama other clinics in Mexico and elsewhere. But but but there's more people coming from China and Japan and Australia and New Zealand and the UK and Canada for third party IVF for PGT for sex, election, et cetera. Do you have any kind of data on what the Import Export ratio is of, of patients that leave the United States for IVF versus people that come in from elsewhere.


Lorin Gu  33:25

So people are coming in from elsewhere, that totals to about 20,000 cycles a year, which is, you know, a sizable number, but small compared to the domestic demand. But remember that 20,000 cycles are basically from the wealthiest of all of all US international markets. And when it comes to export, the US is probably just starting off. So you start to see Mexico being a hot destination for both egg freezing as well as IVF. Starting from about 2022, you start to see in some of the newer clinics, you know, between 15 to 20% of their cycles being from American tourists, and you start to start have some of them going to Portugal, Spain, some of them going to Malaysia, Thailand, especially when there are needs for surrogacy, because surrogacy is one of the most expensive process in this entire IVF journey. And most of the times people find it very challenging to afford a surrogate in the US. And that's where a lot of the export is triggered.


Griffin Jones  34:42

You talked about a few of the different countries that are winners I want to ask you about or about who could be winners in in terms of the number of patients they're seeing from elsewhere. Even in the US it it is far from an equal distribution of those 20,000 Right there. Click unex all over the country that see virtually zero international patients. And then there are clinics in Southern California where 60% of their IVF cycles are from Chinese patients. And so so it's it's probably the highest end of parados distribution where a square root of the of all the clinics are doing half of the cycles for international patients in the US, I suspect. You talked about Mexico, you talked about Portugal, Spain, Thailand, who among them or among others, do you who would you bet on as being among the winners in terms of seeing farm far more than their distributive share of international patients in the next half decade.


Lorin Gu  35:50

So if I were to bet, I would say to Southeast Asia region will be the biggest winner. The Southeast Asia region is very interesting, because it's a rather fragmented market, in terms of regulation. So a lot of people will tend to start their journey in Singapore, and then go to Malaysia for genetic testing and gender selection, and then go to Thailand for surrogacy. The reason that Southeast Asia is very interesting is because it is the number one choice for the export of Chinese medical tourism. So China every year exports between 300 to 500,000 cycles of IVF, for international medical tourism, most of which actually flows into Southeast Asia. And that number is only going to grow now that Singapore, in 2023, is allowing single woman to freezer x. So a lot more women are signing up to traveling out of China, post this COVID lockdown situation to get that life insurance for themselves. The very, very wealthy ones, obviously, you will still choose to us, but a lot is still a small number compared to the overall size. So from a volume perspective, Southeast Asia will definitely be a definitive winner. And then that's seconded by lat am most likely Mexico, as you start to see a lot of American couples seeking more affordable solutions. Last a natural destination for them. It is familiar, it is close. They have a lot of American educated doctors practicing in Mexico, like gives them a sense of comfort and level of quality assurances. So Mexico will be the near second in terms of the global winning market.


Griffin Jones  37:38

So am I correct in understanding that the Southeast Asia region will be can be both an exporter and importer still in that if people are leaving Singapore, they're going to they're going to Thailand, for example, where you're saying people are going to Singapore,


Lorin Gu  37:53

people are going to Singapore. So Singapore itself has about domestically 6000 to 7000 cycles of IVF on an annual basis. But there's a huge flow of IVF demand that's coming in from China and some of the neighboring countries. So they will be the net importer of cycles, for sure. And so it's Malaysia and Thailand.


Griffin Jones  38:20

Do you suspect that the number of Chinese and Japanese patients going to the US will decrease? Or do you suppose that the number of patients leaving China in Japan for either third party IVF or four types of PGT that they can't do in their countries? Do you think that will grow so much that the 20,000 might not decrease, but it will just simply be a much smaller share of the total number of patients leaving those countries.


Lorin Gu  38:55

So I would say the US import number from the international demand will continue to rise. Because overall demand for IVF is increasing. It is hard to say whether you know from a percentage perspective, it will be an increase or decrease because they really depends on the total base. But from an absolute number perspective, it will for sure be on an upward trajectory.


Griffin Jones  39:22

Then Mexico and Latin America also increasing and that makes me think of some content that I've been following recently. Are you familiar with the futurist Peter Zai? Han? He's a natural resources global supply chain energy futurist, are you familiar with him at all? I've heard of him. Well, analyzing him is above my pay grade. So I'm going to try to summarize his thesis but he posits an end to globalization as we know it that having the United's States Navy provide absolute, free commerce between all countries of the world is coming to an end. And really having said that one purveyor of security being the US and the one really disproportionate manufacturer of inexpensive goods being China. He views that as is coming to an end. If people want to know more about why he says that I suggest checking out him as opposed to hearing it from me, but but he posits that we're coming to an end of globalization that we're going to see far more regionalization Do you Do you see that?


Lorin Gu  40:41

I absolutely see that. Actually, we've been talking about this trend of D globalization since about 2017. But what we define it more granularity is you're seeing both globalization and the globalization happening at the same time. So again, if we go back to this whole value chain of any sector, I just take no fertility this example, right, you have fundamental technology, innovation, technology, application and business application, right? fundamental technology, innovation will continue to be global winners, because once we invented a technology that works, there's no need for other countries to really invent their own thing unless it has so much sensitivities, around patient data or demographic data. But a lot of those can be offshored. In terms of data storage to comply with the government regulations. When it comes to technology applications, which in cases are produced manufacture products, or business applications, in this case are the service providers, you will start to see a lot more regionalization. Each government is now very aware that technology has the potential of winners take Hall. And in order to protect their own economic, selling potential as well as the consumer spending power, they want to champion local champions, they want to foster local business to become the de facto dominant player in the market. So we definitely start to see a lot more push in terms of supporting local operated chains or clinics, rather than really allowing an international chain to come in and just brand and operate and consolidate in that sense. So the way that we think about investment from that perspective is also that we believe that regional investments make sense we do not force Regional Clinic operations or service provider to go across continents, because we think it's just not not necessary obstacle to jump through. We prefer to have them really deep growing their own domestic market and provide the best service quality standard they could.


Griffin Jones  42:49

So talk more about what that does to your global investment thesis. Because could if this is the case, if if there is less trade between countries, because there isn't a US Navy, ensuring that every part for every piece can go to every place and then be bought and sold in each place if there is more regionalization. What What about the the risks of supply chain risks that could make some business models less viable or not viable? All together?


Lorin Gu  43:25

Yeah, so there's definitely a supply chain risk. And that supply chain risk is not just specific to this sector, right? It is specific to almost every sector. So for us, the way that we think about it is you have this risk in mind, but at the same time, just because you have a risk, you cannot not make investments and not have those companies advanced in terms of their service qualities and in terms of their business growth. So the way that we really think about this is do we have backup plans for each of those operating businesses? If we can't have backup plans, then we let the business run grow the way they would? If we don't have backup plans, then we will reevaluate the geopolitical risks of a certain market and see if we want to exit or continue to double down on a market. I don't know if that answers your question, but I'm happy to delve in more.


Griffin Jones  44:21

Well, I've done about Jack zero research on supply chain conflict in the fertility field. Maybe I should I don't, I don't know if there's PE that's in shortage or if there's materials for lab equipment or for a culture that is low or in serious jeopardy. Are there supply chain issues happening right now that the audience should be aware of and if so, what are they?


Lorin Gu  44:55

Yeah, so I think there are a couple of things that are quite interesting when it comes to the medical equipment perspective, I think China over the last 10 years or so has really emerged as a very economic and powerful producer of a lot of the medical supplies. But in terms of clearing, compliances, and regulatory approvals, especially in us, in the US and Europe, there are a lot of push backs. So a lot of times the clinic will have to go for the more expensive, domestically produced products that as to the cause of the overall process as well. So now, what's been really interesting is you start to see, some Chinese companies really export their manufacturing capability out to Southeast Asia, a more neutral ground of geography, and relocate some of the manufacturing plants outside so that the products are produced with the same kind of supply chain cosmic optimization, but much more acceptable to the western countries and Western practices. And that is actually helping with the supply chain in the sector.


Griffin Jones  46:03

So let's talk about some of the new technologies that are emerging to optimize sperm and egg quality, particularly with evaluation. Sounds like you have a particularly focus on the sperm side, he talked to us a little bit about what's happening there.


Lorin Gu  46:21

Yeah, sure. So I think what's been really interesting is that, you know, 50% of the infertility issues actually come from men by men rarely get tested, or have the willingness to get tested. And a lot of times, it's really up to the decision of the woman to really force them and to get tested. And therefore the market has historically been very small or almost no incentive for scientists to go into developing analysis tools for sperm. And what has been really interesting over the last two years or so, is given the overall heat for the fertility market, both from a capital perspective, as well as from an entrepreneurship perspective, you start to have people entering those places for sperm analysis. So we've seen companies that are using AI technologies, of course, we've seen companies that are using non invasive methods to really assess the sperm quality through chemo, physic come off physics structure, we've also seen technologies that basically allow the freezing and thawing of the sperms to be done more efficiently and more productively. So that is one area where we think there's actually very unsaturated market demand for it. And we place a lot of emphasis in terms of investments in this particular sector vertical.


Griffin Jones  47:54

Talked about half of being in fertility being male factor, I've never seen half have seen a third. Just essentially mostly what I see is a third male factor, third, female, and then either a third combined or unexplained, are you taking AI? Are you seeing other research that points to half? Or are you taking some of that? combined? Yeah. And so I do know that there is a problem with referring providers very often not referring the male partner to either an end geologist or a urologist to, to do a semen analysis that before they get to the REI, there definitely is a problem with OBGYN doing IUI or doing just doing maybe timed intercourse or any kind of protocol that isn't IVF without ever testing, the male partner. I know that happens, I don't know how often it happens, happens often enough. As far as I understand, semen analysis is standard operating procedure before IVF at REI practice, Am I incorrect?


Lorin Gu  49:09

No, it is a standard practice.


Griffin Jones  49:11

So but you So then where? Then where's the opportunity that like so if it is happening, then is it this opportunity big enough of an opportunity. 


Lorin Gu  49:28

this opportunity refers more specifically for the sperm freezing and then later on being used for the IVF process? So after you thought the frozen sperm how to quickly identify the most vital ones without necessarily hurting or impacting the sperms. So that part is where this big opportunity is. So that part is directly related to the rise of the overall IVF cycles as well.


Griffin Jones  49:56

Talk to us about the egg side where Do you see the opportunity for evaluation technologies there.


Lorin Gu  50:03

So it's kind of similar. When it comes to the air quality testing, you start to have a combination of software as well as diagnosis test. What's been really interesting, as we see in one of our portfolio companies is that for some unexplainable reason, they figure that if the egg is just gently poked, actually has more vitality compared to the X when they were evaluated and not poked. So in a way, people are still trying to figure out what will be the best way of evaluating the quality. But there are some interesting discoveries along the way. And it is a more saturated market compared to a sperm analysis. But we do think that there are still interesting innovations that are happening, they might be marginally improvement, it might not make, you know, milestone improvement. But it's always interesting to just observe


Griffin Jones  51:02

risk of reaching the border of clinical discussion where I have no business participating, it's very interesting that you're saying that, it could be the case that eggs that are biopsied have more vitality than those that don't?


Lorin Gu  51:23

Well, it depends on how the biopsy was done. So in this particular company's case, they've developed a very, very gentle needle, for just a gentle poke, to test out the tension of the surface. And they've found out through their trial experience that it's got more vitality. So it's an interesting discovery, the company is still working on, you know, getting to the conclusion. But you know, we were pleasantly surprised and amazed by this thing, and we continue to observe,


Griffin Jones  51:58

that would be interesting. I've heard of artificial intelligence applications that look to grade in egg based on imagery so that they don't have to biopsy the, the egg. And so if this finding is correct, it could be the case that that may be that isn't the most desirable outcome.


Lorin Gu  52:25

Yeah. So you know, people have always pursued for us non invasive as possible. But there's still a lot of things that people don't exactly know about the process. So, you know, I think it's always interesting to be plugged into the scientific community and just hear what they're saying and see, you know, what will be the eventual best practice outcome?


Griffin Jones  52:47

What companies have you invested in thus far?


Lorin Gu  52:52

So we've invested mostly in service providers, aka clinic roll up chains. So you know, in China back in 2017, it was changing fertility, and the US KindBody in Southeast Asia, generation prime, and in Portugal, Spain, seed, and then the invested in some technology companies that are basically trying to push for new, non invasive methods for either sperm analysis, egg quality analysis, a company for imaging analysis, window of ideal implementations, etc, etc. Most of those technology companies actually come from either Europe or Israel. So the way that we're thinking about our entire investment ecosystem is really being able to have the service providers to be the first line of assessment. Are those technologies really needed by the patients by the market? Can this really help? And then we go back to evaluate, do the companies have the right to the technology companies have the right approach to address the market needs rather than the other way around?


Griffin Jones  54:06

This could be an interesting distinction between private equity and venture capital that I don't know that I've touched on the show before so typically, with private equity, there isn't more than one private equity firm behind a networker company. That's typically the case until they flip is that correct? Normally, they're buying a controlling stake and so they might own 60% 80% Whatever, but typically, it's one private equity firm behind fertility network. And that typically is not the case in venture capital. Am I right? Because you do you do multiple rounds, you you sell your you do a meet, you have an angel round, perhaps you do a seed round, then a series a series B, etc. And so there are often multiple venture capital firms behind one company so you're one of The venture capital firms that owns equity in KindBody, is that a correct interpretation? Yes.


Lorin Gu  55:06

So there are certain clinics chains that we are the majority owners of, and there are certain investments that were the minority owners have. And this is where the flexible investment structure for us comes in. We believe that by first deploying minority investment in certain businesses allows us to really study and learn to market and see what are the things that worked and what are things that didn't work. And then we will have more operational confidence and insight in terms of how to buy up majority ownerships of different clinic chains in other emerging markets.


Griffin Jones  55:41

How do you turn determine what's too big or too small for? You know, it's like, okay, maybe we want to be, we value the company at this. But if we can't get X percentage of it is now us worth it being a part of or they already have too many VC partners, they've already sold too much of the company that we're not going to be able to get what we need out. How do you? How do you make that calculation?


Lorin Gu  56:08

So I mean, I didn't have a day for an investment firm, it is a return expectation, right? So for the venture type, we tend to be more passive, because there are multiple investors involved before the private equity ones, where you have to spend a lot more time in terms of rolling them up, operate, streamlining the operations, making sure that cost structure makes sense, etc, etc, that we have a very dedicated analysis team that allows us to figure out what is the right size of each individual row of investments? What is the right multiple for those? Do we add a creatively to the overall chain that we're building out and investing into. So that is a much more granular process of the investment than, you know, taking a venture capital investments into, you know, a typical, a more typical startup company experience. So as I said before, I think you know, the eventual outcome for those businesses are all consumerize, technology, standardize, chain, operating businesses, but the way to build towards that can be very different.


Griffin Jones  57:24

I want to let you conclude with our audience on the thoughts that you want to conclude on first, I want to touch on this as we start to see more venture capital coming into the field, there's a word that venture capitalists tend to use all the time and private equity really almost never uses which is democratize that's a word that that VCs use all the time. And I think like, Okay, if you're looking at it as the through the most positive lens, that's what it would be democratizing care, democratizing access, if you're looking at it. On the other end of the spectrum, perhaps on the most cynical side, I think up Did you ever watch The Simpsons? Did you ever get into the Simpsons, you know, Monty Burns is for the two people that never watched The Simpsons, Mr. Burns is the evil billionaire that owns the nuclear power plant in town. And that in one of the earlier seasons, he gets into recycling and it looks like he's doing such a good job and really, it's just using this recycling operation to create a really unethical well fishery or something and, and Lisa Simpson, our protagonist confronts him and says, You're evil. And when you're trying not to be evil, you're even more evil. And so I look at that as like okay, that's the opposite end of the spectrum is like it democratized really just a buzzword for squashed the crap out of mom and pop shops, in every vertical we can and be a monopoly. I'd see it more though I, I tend not to look at things either hyper positively or hyper cynically, I do look at it, as I see a ton of companies that have a social pressure to do social good that I don't actually think is a net social positive. In other words, that the, the role of a company is to make profit period, if it does not make profit, it is not a company. Therefore, if you are asking a company, to if you're asking a company, to be the leader in social change in cultural values, then you are asking them to tie that in a way that makes money and that inevitably becomes a perversion of the values. I see that and I see that being different from what business ethics is, which is having a baseline of Have of ethics that okay, we our job is to make a profit, we have to do it within the standards. That's what business ethics is. That's different from being the Oh, seen as the purveyor of global positive social good, and how do you see it?


Lorin Gu  1:00:24

So I wouldn't use the word democratizing, but I do think that if you believe that this demand for IVF is really increasing significantly, then as I mentioned before, this should be made more accessible to different socio economic classes, which means that more affordable options should happen. But being more affordable, whether that is through, you know, International Medical Tourism options, or through, you know, technology enhancement, does not mean that it should be free, or it should be, you know, net non profitable for businesses, right. What is really concerning, especially over the last cycle of bull market is a lot of venture capital firms, or subsidizing a lot of businesses basically trying to do good for the people. And those businesses tend not to be sustainable. And those businesses in the long run tend to run into a lot of ethical issues as they were just scrambling to survive. So we think that a healthy margin for a business is very important. And at the end of the day, when you have that kind of healthy margin, whether that's venture capital or private equity, the business should run on a similar scale off the pursuit of profitability, cost control, quality standard, and that, to us is not so different have not so much of a distinction between the two asset classes of investments.


Griffin Jones  1:01:57

We've talked about globalization and regionalization. We've talked about venture capital and private equity and how they are different structures and also how they can be used to align in centers. We talked about financing, we talked about business ethics. The final thoughts are yours, Lorin Gu, how would you like to conclude?


Lorin Gu  1:02:20

Well, thanks for if and law was very comprehensive discussion around almost all aspects of the fertility investments. For me,


Griffin Jones  1:02:31

why it's not a 10 minute podcast, so I can't, I can't I can't do 10 minute episodes.


Lorin Gu  1:02:37

For me, I think I would really encourage people to look more internationally as we believe that the future of IVF or fertility practices will not be so Doctor centric will be much more technology standardize, and we believe that having the right protocol with the right technology adoption should really allow for more access to different socio economic classes of people demanding IVF not just for the Americans, but also for the global people.


Griffin Jones  1:03:07

Lorin Gu founding partner of Recharge Capital, thank you very much for coming on inside reproductive health.


Lorin Gu  1:03:13

Thank you, Griffin.


1:03:16

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health





166 100% Fertility Patient Retention? A Way To Guarantee IVF Patients Return After A Failed Cycle

Sharing financial risk while guaranteeing 100% fertility patient retention. Is it possible? Griffin talks about one of the biggest points of patient dropout--paying for treatment--with guests, TJ Farnsworth, founder and CEO of Inception, and Cheryl Campbell, Director of Operations at BUNDL Fertility. 

Listen to hear how others:

  • Ensure patients don’t leave the fertility practice for another following a failed IVF cycle. 

  • Increase access to care for patients, while lightening their financial burden and improving patient satisfaction

  • Increase IVF conversion with a step-by-step follow-through process (and how it differentiates from patient retention).

  • Dismantle billing woes that may be hurting your online reputation. (Approximately 25% of negative fertility reviews are based on billing!).


DISCLAIMER: This is a featured sponsor episode with paid sponsor content. Advertisements are not an endorsement from Inside Reproductive Health, nor their personnel.



TJ Farnsworth’s info: 

LinkedIn:vhttps://www.linkedin.com/in/tj-farnsworth/

Company: https://inceptionfertility.com/

Cheryl Campbell’s info: 

LinkedIn: https://www.linkedin.com/in/cheryl-campbell-24a23b58/

Company: https://bundlfertility.com/

Sponsored by: BUNDL: https://bundlfertility.com/


Transcript





Cheryl Campbell  00:00

I think that's what BUNDL does, it does give patients the option to really make a better informed decision. Because you know, when you like myself, I was a fertility patient, I experienced an awful lot of failure and miscarriage. And I think the next thing you think after that devastating feeling is, what is this? What is this going to look like financially in this next component. And when you've got something like BUNDL, it's really giving you that peace of mind and that assurance that you've given yourself that next chance in this, you know, daunting journey,


Griffin Jones  00:35

decreasing patient dropout, that's a good thing to do, because it makes life better for your patients, they have better access to care makes life better for you, because it helps your bottom line and practices are hemorrhaging patients. After a failed cycle. Most people aren't measuring their dropout, it's hard to measure. So we talk about ways that you can decrease your patient drop out rate of 100% patient retention, after a failed IVF cycle, you can increase access to care by scaling the pool of uninsured patients in a way that is localized practice or a single group or a smaller organization can't do improving patient satisfaction, so that they're not hammered with each little nickel and dime Bill $150. Bill here a $300 bill here $225 bill here, which is someone that helps with online reputation, I can tell you, it could be a quarter of negative fertility clinic reviews that are just about that are just about getting unexpected bills, or you can increase IVF conversion. Remember, increasing IVF conversion is not the same as decreasing patient drop out which is retention, you have to retain the patients in order to be able to convert them to treatment in order to bring them back to treatment if further treatment is necessary, when we talk about increasing conversion to IVF for those patients, for whom IVF is necessary with a system that nurtures them, and helps patients along the way. This is all in the conversation that I have with Cheryl Campbell who run BUNDL, which is a product of the inception, Family of Brands. You remember TJ Farnsworth, we've had him on the show before TJ is back on with us today. He's the CEO of inception. And today we talked about these challenges. We talked about how BUNDLfaces them in the marketplace. And this is a sponsored episode, but I look at it like where's the where's the reason not to try you tell me if you've if you've figure one out, but pay attention to these different points and ways that you can incorporate them into your practice. And let me know what you think. Enjoy this episode with TJ Farnsworth and Cheryl Campbell. Today's episode is a feature sponsor episode with paid sponsored content. Mrs. Campbell. Cheryl, welcome to Inside reproductive health. Mr. Farnsworth, TJ, Welcome back to Inside reproductive health.


TJ Farnsworth  03:10

Thank you, Griffin, excited to be back in talking to you. Again,


Griffin Jones  03:13

I'm excited to have both of you on the show. We're talking about something different than you and I talked about last time, TJ, which is not we're talking about I want to talk about financing in the practice, I want to talk about where practices and patients get stuck. And I want to invite Cheryl to speak on some of those points a bit. But I'm curious. From an entrepreneurial standpoint, I see a lot of entrepreneurs in different industries and verticals, acquire or build companies in adjacent verticals that make sense. And so for you, what was it about the financial piece that you thought this is something that's missing in the marketplace? That? Yeah, we want to bring it to others. But we also we just need it for ourselves?


TJ Farnsworth  04:05

Yeah, I think when this was always sort of part of the plan, we were originally mapping out, you know, the inception, and it's in its family of brands and family of companies. It's all goes back to the server part of the original mission when Margaret, my wife and I were talking about starting this business, and our journey and our experience. One of the things that was incredibly troubling to me I know it is for for Sheryl. And and that's really all of us, I think within this industry is the access to care question. And it shouldn't be the patients who don't have appropriate insurance coverage have to be as fortunate as I am, and in order to have the family of their dreams. And so we're constantly thinking about ways in which we can improve access to care and we would love to see universal coverage by insurers that would be That's a dream of ours. I think all of ours. And I think that's ultimately where we want to go but that's gonna be evolutionary, that's not going to happen tomorrow, it's not gonna happen overnight, and we have to have a solution for those patients who do have to come out of pocket for this. And I think, you know, we were trying to think of this is what can we do, that gives patients peace of mind as the it makes the financial leap necessary along with the clinical leap, to move forward with their, their treatments, and it can reduce that and eliminate that barrier to them having the family that they want. And I think, you know, original idea behind BUNDL was, was giving that level of comfort and flexibility with patients that to give give them the ability to kind of say to themselves, okay, I have an option here, yes, this is expensive, but I've got somebody who's willing to share the risk with me with regards to the success of my fertility journey. And if I'm not successful, you know, maybe I can I can absorb, I can stomach that a little bit better, knowing that it didn't actually have the same level of financial burden to me, that it would have had otherwise.


Griffin Jones  06:05

So what was it that was missing in the marketplace? That why were lenders and other financial channels just insufficient? Yeah. So


TJ Farnsworth  06:15

you know, we weren't really trying to solve the problem of being a lender, it's really trying to solve the problem of the risk of maybe being unsuccessful. And so we worked with a number of different lenders in but what none of them were really doing was was thinking about the uniqueness of a fertility journey. And the fact of the matter is a patient who go through two, three cycles of IVF be at the end of their journey emotionally, and at the same time not have the success at the end of that they was out for success being a healthy baby at home, and, and then all of a sudden, now they're faced with the burden of the cost of all of this. And you know, maybe it's finance, maybe there's a monthly payment, maybe they're paying it back every five years or something like that. And every month they make that payment and and they're reminded about the the the lack of success of their journey. And just like, you know, the the, I think, incredibly valuable interview that Jennifer Aniston did recently, you know, not every one of the patients are going to go through this are going to have the outcome that my wife and I were fortunate enough to have. And and I think they're aware of that. And there's more awareness around that. And I think that's oftentimes a barrier to people getting started. And we have enough data, as a you know, as the largest fertility network in North America, we have enough data to know sort of, okay, how can we spread the risk among a larger bit and patient population, share that risk with that patient population, and make this an easier decision for both patients to move forward?


Griffin Jones  07:44

Cheryl, can you talk a little bit about that economic risk that a prospective IVF patient faces and it sounds like I shouldn't have to ask that question on a show where the audience is practice owners and fertility providers. But I, as a lay person, hear constantly, we have 70% 80% success rates, if a woman comes to us 80% chance she's gonna get pregnant. It's like, yeah, Asterix. So can you talk and I think I understand why they're coming from that perspective. They seen the field grow tremendously. They've seen the advances. And after multiple cycles of certain things are true. Yes, the success rates are eons better than they were a few decades ago. But I think when you when you phrase it that way, to a patient, it's like, oh, yeah, like, there's a lot in that aspect. So can you talk a bit about what the financial burden is for the average? IVF? Patient? Right. Are they the risk? I meant to say?


Cheryl Campbell  08:47

Yeah, I mean, the risk is, is big, you know, and I think strategic point is the emotional and physical toll, the fertility journey is one thing, but you know, what we hear from patients all the time is, you know, am I going to be able to afford this? What is what is that going to look like from a, from a financial standpoint? And I think that, you know, at the end of the day, patients want options, right? They want to know, what they're faced with, as far as you know, what does that financial peace look like? And I think that I think that by us, sharing the risk with them, they're being well informed about where they're putting their fertility dollars, you know, there, it's a big lift, I think, to afford to afford the fertility world and I think that they just want options to be able to move forward and just say, right, you know, do I need a loan? Do I need to take a, you know, a look at other avenues of payment? And I think that, you know, it's just, it's just being well informed on that piece. I think that's what BUNDLdoes. It does give patients the option to really make a better informed decision. Because you know, when you like myself, I was a fertility patient. I experienced an awful lot of failure and Miss carriage. And I think the next thing you think after that devastating feeling is, what is this? What is this going to look like financially in this next component. And when you've got something like BUNDL, it's really giving you that peace of mind and that assurance that you've given yourself that next chance in this, you know, daunting journey. So


Griffin Jones  10:17

people might think, well, we have a multi cycle guarantee program, but it's often just a discount after the first cycle. Can you talk a little bit about what makes shared risk different from something like that?


Cheryl Campbell  10:35

Yeah, I think I think of what we're doing with BUNDLin terms of, of a multi cycle shared risk program is that we're really getting the patient to take that, that keep that the stressor off upfront, right, by buying the package up front, by assuring yourself that you you've entered into the multi cycle road, it's not saying okay, well, if you fail one cycle, then we're going to give you this, you know, additional benefit, I think it's knowing that the patient has given them taking that stress off of them, so that they can concentrate on the on the clinical piece and on what they need to to cycle. And I think, with BUNDL, we're trying to just give them that assurance upfront they've purchased and, you know, a multi cycle works differently in terms of you know, rather than just an assurance program, I think, you know, like I said, we're we're sort of looking for that assurance for the patient, that they've capture that upfront and for the practices as well, that they are gaining the retention out of the fact that a patient has, you know, bought those two cycles up front, we've got 100% retention with the patient, that patient is going to stay there to cycle and and to move forward with their journey.


TJ Farnsworth  11:47

Yeah, and I might use add that I think one of the benefits of, of a, of a business like BUNDL and the ability to use the data and share the risk around or under broader patient base allows us to have a more aggressive position when it comes to qualifying patients for the refund program, because we have a larger patient base to to share that risk among Americans. That makes sense.


Griffin Jones  12:13

Tell me more about that, TJ, because I think a lot of people might be hesitant to implement a shared risk or multi cycle guarantee program on their own. For that reason they have, they have a more limited patient population to be working with.


TJ Farnsworth  12:29

So if you let's imagine you're a medium sized practice, and you've you're doing five or 600, retrievals a year, and you are you create your own shared risk guarantee program, your ability to approve patients based upon their own clinical criteria for qualification to that refund program is going to be limited by your patient population, because you've got to spread that risk. You know, you can't it's like an insurance product. Oh, no, we can't it's not an insurance product, or you can't, if you if you are if your patient population is is that are going to enroll in this program is only a handful of patients, your your ability to take the risk on of those refunds becomes much lower than if you have a broader patient population. And you've got the ability to then be more aggressive with what you can do from a refund perspective. Because you're you're having to give a refund or two here and there is not as impactful across a broad network. And then if you're doing it in within an individual captive practice,


Griffin Jones  13:37

talk to me a little bit about how you work with lenders, because it might bear repeating that BUNDL is not a lender. So can we talk a little bit about how you work with lenders? Yeah,


Cheryl Campbell  13:50

the lenders that we work with, you know, we have relationships with to offer patients the best terms and conditions we've worked with the premier lenders in in the fertility space. And, you know, our, our relationship with them is that, again, they they know the space well, there, you know, there's lots of I don't want to say bells and whistles, but a lot of really extensive benefits and brakes that lenders are giving to patients. Some of our lenders have built in kind of communication with nursing staff and and if a patient you know, forgets how to do a trigger shot or how to you know, they've got people on staff to help them so lenders are kind of getting a broader group of benefits to patients when they when they pull lending from them. So they're really kind of it's not just go to the bank, get the money. I think lenders are really feeling the space and figuring that they're trying to meet patients where they are. And so they're they're offering up a bunch of more opportunities for patients to sort of benefit from their lending space. And, you know, we've like I said, we've got great relationship Follow them. And I think that patients are turning to lending a lot, we see an awful lot of lending right now with BUNDL and in they need this kind of warmth as is, you know, not just the straightforward kind of cold lending piece that scares people. We work with patients that are fearful of their of their credit scores, and what can we do to help them and, and what is the lender going to reject me because I have a student loan, you know, just trying to soften that very kind of harsh part of it, right to think I'm going to take out a loan, and look, I'm gonna look like and some of our patients have had never done that. They don't know what that piece looks like. So it's really, the lending piece has gotten so much nicer for patients and the offerings are a lot calmer for patients again, in an already stressful time.


Griffin Jones  15:48

Well, I could see why it would come people down having a guarantee on the other end of it, when you're taking out a lot of money. It's like, okay, I'm taking out a home pay, I'm taking out a mortgage, am I going to be able to get into the house is a lot different than taking out a mortgage and having a guarantee that yes, you're gonna get into the house. And yes, you know, everything that was in the closing contract is being honored that that is a lot different than just having to take out a loan. I think that's that probably is one of the things that might stop people from just borrowing because they don't know. They don't know what the result is going to be on the other end. Can we talk a little bit about I want to dive more into that Cheryl. And I want to talk more about BUNDL’s process and how you work with financial counselors and how you educate patients. I do want to zoom in for a second, TJ on on the global side that I just can't resist thinking about the finance piece. If and when an economic downturn happens, so I don't know when an economic downturn is going to happen. I'm not Ray Dalio. i It sure looks like there's one upon us. But I've also said that before, and but I just see the finance piece as one place where patients get stuck. And not always because they can't afford treatment. Sometimes it's that but sometimes they just can't figure out a way to or it's scary, or they they put it off, and because they just don't see something as immediately accessible. So do you want first Do you think that a recession a downturn is going to be upon us? And then how, how is that going to affect how patients pay for treatment?


TJ Farnsworth  17:34

Yeah, I think the question, obviously, if I had a crystal ball that can say, when the recession was coming, or maybe you've already in one or not, I would I'd be doing I'd be doing something different, I guess. Right. But I think that economic uncertainty, which is certainly happening right now, whether the recession is, is coming or is already upon us, or not, it just inserts another level of uncertainty for patients, it's just one more source of stress, one more source of anxiety. And one more thing that is out of control. Patients who are going through this journey feel very out of control, and, you know, uncertainty about their job, uncertainty about their mortgage, and all kinds of other things, just add that level of uncertainty. And everyone has like a, you know, a maximum amount of ability to take on these things, right? There's only so so much burden that someone can take. And so I think for a lot of patients, they look at this and say, Is this something I want to take on right now? And can I wait skimmers, wait six months, can this wait a year? And those of us know that that's the time is not on the side of these patients? Right? So we're not, you know, when six months make an impact or not? I don't know, it depends on the individual patient. And I'm certainly not clinicians, I wouldn't opine on that. But certainly waiting a year or two or whatever it might be interesting. For interest in terms of people feeling like that uncertainty is behind them, no idea how long that takes. Can it can be very impactful. And so what I do, I do think BUNDL does is it gives patients the ability to take some of that financial risk and put it away. And I also think taking some of the just general concern about thinking about the financial component. off the table will be one of the things that when we were going through this was it felt like every time we turned around, there was another charge for something, there was another fee for something. And I think one of the advantages the BUNDL has is you know, you I pay for my two cycles or my three cycles, and I don't have to worry about this anymore. It's paced done. And I can just focus on what I need to get through this treatment emotionally to get to the family that I want. And I think in an economic recessionary situation, that's that's impactful. And I think, you know, we've all seen the data or on the long run around the the impacts that stress can have on patients as they're going through their for till the journey. And I just think that you know, and the economic uncertainty that we're heading into just continues to add to that, and I think just highlights the positive impacts that BUNDL can have on our fertility practice and our patients.


Griffin Jones  20:14

It relieves some of that uncertainty. And you talked about that not having additional costs. Does that mean that these costs for XC anestesia? The all of these costs? Are those are calculated in in the beginning?


TJ Farnsworth  20:29

Yeah, when a patient purchases their BUNDL? All the fees associated with the clinic are calculated as part of the part of their package.


Griffin Jones  20:37

Cheryl, can you talk to me about how that calculation works? Is it is it fair? Is it does it differ from clinic to clinic? And how does how does one's BUNDL calculated


Cheryl Campbell  20:48

it does vary from clinic to clinic, we kind of start with the practice offerings. And we try to mirror that with your BUNDL packages. So if that would include, you know, anaesthesia, Ixy, assisted hatching, whatever is included in their global, we're going to include that in the BUNDL package so that the patient knows right out of the gate, that we're, they're getting, you know, apples to apples in terms of what their clinic would offer. So it makes them understand that we're just taking all of those pieces and parts and bundling them together to make it easier. So that, you know, to TJs point you're, you're not sort of feeling like you're nickeled and dimed all the way through the process, it's really pulling it all together, and including what's included at the practice level. And again, it does vary practice to practice, but we make those those practice offerings mirror, what the practice is doing.


Griffin Jones  21:44

As somebody that's been on the other side of that who's been responsible for clinics, online reputation management, that's a huge thing I probably a quarter of complaints have some are something in the vein of we just paid this big amount of money, and then we got a $275 Ultrasound bill or whatever it is. It's you know, it was some other it was an additional console, there was some other testing that was required. And, and often it is just a couple 100 bucks, it's usually not the bigger bills, but it's after you have paid some bigger bills and you get one of those in the mail. It's like you're you are not happy. So BUNDL helps to solve for the for for that piece of it, then how do how are people on boarded? Surely, if when a clinic starts with, you know, I want to come back to that. But first, I want to talk a little bit about how BUNDL relieves the economic burden for for patients. So let's let's just say I'm patient that's enrolled in BUNDL, what happens if I do go through three cycles. So and I don't have success, what happens? It depends


Cheryl Campbell  23:03

on the program that you're in, we've got kind of different flavors of BUNDL, so to speak, in our basic program, unfortunately, if you were to go through three cycles, and you didn't have a take home baby, then that would be an unsuccessful program, some of our patients will move into another program, they will sign up with fundal. Again, some of our patients know at that point that they may or may need to pivot into a donor situation or an adoption situation and go down a completely differently, but those three cycles have told them a lot and taught them a lot. And if you're in our refund guarantee program that at the end of all that the benefit is that you're going to get 100% of your money back. So it kind of depends on where you are within BUNDL. So you know, we're just trying to again, whatever program you're in, what we're trying to do is really alleviate that stressful financial piece. And I've had patients even at the end without success, say, you know, at least you gave me some peace of mind, you gave me an ability to really go through this exhaust what I needed to in terms of this and now I need to move into a different Lane within my fertility world, or I may just be done and and be at peace with that, you know, but that's kind of what Bundjalung is hoping to do is we're meeting patients where they are in their journey.


TJ Farnsworth  24:28

Yeah, and those patients that are gonna go through a three cycle program that are not using a refund guarantee. At the end of it, if they use all those services, they would have paid a discount over off the list price for those services. But for those who are patients who do qualify for the refund program, and as I mentioned earlier, more patients can qualify for our refund program than any individual single practice could even patients that you know will be considered on the older end of the spectrum. You know, one of the things that's unique about bond Will it get all the way to the end, and they've exhausted everything, they've all exhausted every FET that they can, and they're, they're done with embryos and no more embryos left. And if they are unfortunately unsuccessful, and there certainly are going to be those patients, they get 100% of their money back, well, we'll take that risk on completely. So it's not like they get a prorated amount back based upon how much of the services they utilized, or anything like that, it's you paid, you know, whatever that dollar number is, you get that dollar number in full and in refund,


Griffin Jones  25:31

I see the need for having this large pool across geographies, because I can think of some earlier clients of mine that were really lovely people that would offer discounts to people after the fact but it was too few for for probably also too little, even when they were they may have you know, thrown in a free cycle here or there. But if that was the case, and it was definitely too few people that they were able to reach and and if it was a discount, then it was likely not enough of a discount because they just couldn't spread the risk over an enough places. So you brought this in to be able to scale to practices, how many cycles have you done thus far with BUNDL, Cheryl,


Cheryl Campbell  26:22

we have upwards of 750 people enrolled in BUNDL at the moment. So that's across a network of I believe are at about 13 practices. So you know, we're only two years old going into our third year and we're you know, we're we're seeing a great some great traction on BUNDL really across all of our avenues, uh, you know, trying to pull the levers on all of our, with our website, with our social with our, you know, fertility groups, we're sort of touching as many people as we can to really get the word out. And of course, our clinics are phenomenal with their, you know, mentioning BUNDL and making sure that everyone that really needs to hear about BUNDL does,


Griffin Jones  27:09

and you're starting to work with more clinics. So it is am I correct and understand that there's no fee to clinics for for working with BUNDL, can you talk about how you work that out with clinics,


Cheryl Campbell  27:23

with there is no fee. But we do have a, you know, an agreement with our practices where we will pay at 80% for each of the services. So, you know, as services are performed, that's really the part that, you know, BUNDL is taking to be able to continue with the program to be able to spread this program out and reach as many people as we can. And you know, it's to, to pay for, you know, the 20% is really for us to be able to, you know, do the administrative side of things, the marketing efforts within BUNDL, but there is no upfront fee. I know some competitors out there in the space will, you know, charge that but there was no upfront fee for a clinic.


TJ Farnsworth  28:09

And while the clinics are receiving a discounted fee from us for the services, we are discounting them the fee to the patient, so the patient is paying a discounted fee as well. So it's it's a the onboarding of things, the patient, you're getting the clinic on the onboarding of that patient, onboarding, the club, the clinic on the BUNDL, all the work that goes into doing the evaluation of their packages, and matching up the BUNDL to that practice. There's no onboarding cost to the, to the practice. And, you know, they get to them see the benefits of the stickiness of patients to their practice, as well as I think we're seeing more and more patients come directly to BUNDL and then BUNDL directing those patients to our BUNDL affiliate practices. And I do think, you know, Griffin, as you're talking earlier about, you know, the economic situation, I think more and more patients, as they get ready to start their fertility journey, are trying to answer the financial question before they even go out and find the clinic. And, and you know, they by doing that they're looking at companies like BUNDL. And in, you know, north of 50% of BUNDL patients actually come directly to BUNDL before they ever even come to a clinic.


Griffin Jones  29:23

Yeah, I want to talk about that, too. We see that all that we see IVF cost as a one of the top searches. But what's interesting is when you look at a clinic's website, if you look at their conversions in Google Analytics, IVF cost doesn't really convert the cost page isn't really leading to conversions. And if you look at their Google ads, for example, we often use IVF cost as a negative keyword because people are clicking on it. They're searching for IVF costs, but it's not actually it's not actually leading to a conversion. There's still a ring in the funnel that they want to solve. For more, and I suspect that that ring is growing in number of people where maybe 20 years ago, you would have just had someone call and say sure that I'll figure everything out once I get there, we even need to train call centers in the house to be able to answer that question. But people are really looking for, they're looking for a solution more than just prices, like they'll call and they'll get prices, but it then they're just kind of shopping. And they're back to square one of thinking about how they're going to pay for this to begin with. So I want to talk about how you use that as being able to bring new patients to clinics. But Shall we first talk about how when, like when a patient does start with BUNDL with without having a good clinic, how do you onboard the patient,


Cheryl Campbell  30:53

the patient generally is coming into, you know, through one of our lead generators, whether it's our clinics, or offer with page calling on the phone, and what they immediately will do is flow into our Salesforce world, we've built a customized system where all of our lead generation flows into the, you know, a sales funnel sense into the top of the funnel and into our Salesforce world. And we've constructed that world as a way to be able to put patients into certain cadences and then follow up as needed. So you know, a patient may come into our world as new patient or estimate. And then we'll do a series of follow ups, whether it's phone calls, or emails, or even texting, to be able to follow that patient through the sales funnel, and their journey, right straight through to payment enrollment, and then post enrollment, follow up questions. So that person will continue to resign the funnel, from the time that you're touched at the top of the funnel all the way through. And you know, it's our patient advocates on the phone, instructing patients about the program, that's our financial team, accepting payment and working with our practices to authorize services. And then it's just general post enrollment question patients calling to ask us about what happens if this stuff happens. And, you know, I just fell in the cycle. And what does that mean, and this process, this system in Salesforce allows us to really track and make notes on patients all the way through, so that they know that they're never without us, that we're a part of their team, their entire journey, that we partner with their practice, to help them through this entire fertility world and, and beyond. So that's, that's really benefited us. Because patients really automatically feel there's always a way for them to be in touch with BUNDL. And we always know as a team, we can share that information across our Salesforce platform. And we know where that patient is.


Griffin Jones  32:52

I want to talk about this more, because I think it is huge. And I think it's an area that clinics would love to be able to replicate for themselves in their own workflow. But it's very hard to do. And it sounds like you're doing at least some of that for clinics. And so I want to talk a little bit more about that. I do know one thing that always makes our clients freak out, or it makes the listeners freak out is that they always they very often think that if I work with this type of group that I might lose my patient with some other clinic that they work with. Are these are these transferable agreements. No BUNDL is


Cheryl Campbell  33:35

not transferable. So when you're signing the contract with BUNDL, you're doing your services at that practice. And that's, you know, an agreement that the patient realizes upfront. And, you know, we're we're going to maintain and promise that retention for that practice that that patient will cycle at that practice. So it's not transferable.


Griffin Jones  33:57

I could just hear a collective sigh of relief for those that are think, oh, this sounds pretty good. But I don't, I don't want them taking my patients and sending them somewhere else. And doesn't work like that. So if anything, you may have patients in an area where you're not working with a practice yet, but you're you work with a lot of practices. You're in a lot of places in the country, but you're not everywhere yet. And so what happens, Cheryl, if Are there examples where you have people that are coming to you, they're qualified, and they're in markets, that there isn't a partner provider yet?


Cheryl Campbell  34:40

Sure. And that's, you know, that's our marching order moving forward, right is that BUNDL has always been designed to sort of be at every practice we can possibly get into. And I think that you know, now that we're growing and we're seeing, again, entering into our third year, we want to be wherever we can be and we talk to patients, all the time when I always talk about my team is it's frustrating when we can't be in a market where we hear a patient saying, you know, I'm, I'm in Utah, I'm in the Nevada area, or I mean, you know, Southern California, we've got Northern California, but you know, when you're gonna have a presence in Southern California, so we are on a sort of trek at this point to be to increase our footprint across the country, and to really try to get fondle in as many markets as we can. And, you know, what we say to patients is, you know, be patient, we'll try to be there, but we try to sort of also guide them towards clinics where you'd be surprised patients will travel, you know, patients will make those plans that they need to be in a clinic that we might have a presence in, but we are really full press, you know, moving ahead and trying to get on them on as many clinics as we can, because we know that it would benefit so many patients. And we also use that as an option to make calls on on new clinics, when we know of a patient that is in an area that's really expressed an interest in BUNDL. It's a part of our in our national sales team, we use that as a means of saying, Hey, listen, you know, we've heard with patient your area. And we'd really like it, if you can, we can talk to you about BUNDL, because we've got patients that are interested in multi cycle and we're on the phone to them all day. So it's kind of working in an in it's advantageous in that way, too.


TJ Farnsworth  36:23

When I was going to add, I think you'll Griffin one of the things that you know, that I'm super passionate about was patient experience. And it's not a great patient experience for for patients in San Diego to call Cheryl and her team and say, hey, I'm interested in doing a BUNDL. And we say, great, you can but you've got to fly to Northern California to do it. So I think you know, for us understanding that, you know, we're trying to make sure that those patients who come directly to which we're seeing more and more than do so have choice when it comes to clinics and have something that's you know, geographically convenient to them?


Griffin Jones  36:57

Yeah, well, if you're in any of those areas, maybe you should definitely give BUNDL a call. Because sounds like there's already people in those areas that are IVF ready and ready to go. And doesn't sound like there's risk to the people that could try that out. So if you're in Southern California, Nevada, Utah, those are a couple places and then some other places in the country as well. It would make sense to reach out and see if there are already patients in your area that are ready to go because the these are folks that have thought about how they're going to pay for for this, they've committed to it, they've been qualified. And I constantly have people ask us, How do we get more IVF ready patients? And I often think I'm often annoyed by the question because I don't think they're doing enough to nurture, have a funnel, etc. Here's a way guys say, here's a way it's right in front of you, is there any type of minimum from the clinic that if we do, we're committing to do X BUNDL cycles in a year.


TJ Farnsworth  38:05

Now, if somebody can sign up with us and and use it once a year, you know, you just really never know what you want as you want choice and options for patients. If we if we require some type of a minimum it might require it might cause the patient caused that clinic to change their behaviors in terms of why they steered patients. We don't want them steering patients to BUNDL we want BUNDL to be a choice that helps them with their conversion. It helps them get patients who are on the fence about whether or not that they should move forward with their journey to move forward. And for them to be an option for us to learn to keep patients within their practice. And we don't want them creating sort of perverse incentives by having some type of a minimum with us.


Griffin Jones  38:44

I want to do a little bit of math for people listening because you there's there's no risk to do I like things where there's no risk to try something out. And there's there's only a little bit of upside at the very least. But if you take an average IVF conversion rate of 50%. Let's just take nationwide, some people are much lower than that, if they're in a non mandated, non mandated did state, if they're an area where there isn't a lot of employer coverage. Some people are higher that if they're in an area where there is a mandate, and there's a lot of employers with coverage, but let's just take an average of 50% of those that aren't moving on to IVF that need it. About half of them are for some kind of financial reasons, but only about half of them are because they really can't afford it maybe quarter to a half of them. So we're probably talking about at least 10% of patients that are just dropping off because they just don't have a solution right in front of them. This is a way to offer them a solution. And it is in such a way that the clinic can do it and just they can just test out what works I can say, Oh, you have patients in Southern California? Great, but let's do twos. Let's let's do two BUNDL cycles with, there are two packages a BUNDL with with these folks. And it's a way to be able to start it at a really low risk from, from my view, what am I missing? Like? Like, I feel like I'm the one. That's like, Yeah, let's do it. So, you guys be the skeptics? Like, am I missing something?


TJ Farnsworth  40:31

No, I think you're not. I think I think that the, you know, the risk to the to the practice is, is that they do the upfront work with us to onboard themselves with BUNDL, and then other patients end up actually engaging with BUNDL. And, and look, we're actually going to make referrals to practices sometimes that come through BUNDL that don't end up using BUNDL, they end up you just buying a cycle from the individual practice. And so that's, that's okay, we know, that's part of the cost of doing business. For us, it's, it's fine. I do think that one of the one of the major benefits, the practices beyond the conversion rate, which you do a great job of pointing out, is something that I think very few practices don't fully appreciate. And that's what I'll call, you know, their bounce rate, right? How many times when someone in their practice, do an IVF cycle, fail, and then go to their clinic across the street, because, you know, their cousin's friend, it was successful there. And the rally is what we all know the patient doesn't quite understand is that that's not a good thing for them. Number one is not great for the practice in the in the retaining patients, but also, the right thing for the patient is for them to stay with that practice. Because the practice can make adjustments to the cycle can, the clinicians can make adjustments to the treatment plan that can increase your chances of success versus another practice starting from scratch again, which may or may have an impact to the patient's chances of success. And so I think it's better for the patient to stay with the practice, it's obviously better if the practice was patients to stay, as you know, probably Griffin, as well as ideal when you talk to practices. Most of them think that's not a problem for them, they don't have patients leave them. We all know that's not true. And it's not necessarily because the practice is bad. It's just because, you know, not everyone's gonna get pregnant on that first cycle, right? That's just not, that's just not how the world works. Unfortunately, sometimes it's going to take two and sometimes it's going to take three. And so being able to retain those patients, I think, you know, customer acquisition costs, all the things you've driven, that you've forgotten more about than I'll ever know, I think are really, things I think these practices, you're better off retaining the patients that you already have, rather than have to go out and get more.


Griffin Jones  42:38

That's a really good point. So a lot of people don't even drop measure dropout, they don't know how to measure it. And they are losing lots of patients after their first cycle virtually every clinic has. So first is if they are thinking, Oh, we don't lose patient, they know that if they were to measure it, they would say it because anytime that it is measured, it's revealed. And the second thing is they might think, well, but we will do such a good job of caring for them that even if we have a failed cycle that they'll come back to us as opposed to going to somebody else. And I think people are just under estimating what it can feel like to be in that position. And it's not, it doesn't even have to be because a clinic let you down because they didn't have a great experience with the care team. They may have. But when you're when you're in a position like that, and you're just like, I'm not going to cuss on the podcast. But we're we have to do this again. It's been so long we then it's just like, Well, why don't we just try this place? Why don't we just try this other place? Why don't we just switch it up? It's because there when when you're desperate, you have to consider other options. What are the best ones or not they come to mind. And sometimes just choosing another option is what gives people that peace of mind. But Joe, you use the words you have 100% retention rate with BUNDL. So how does that work? Who reaches out to who after of a failed cycle? If someone is in BUNDL,


Cheryl Campbell  44:16

if they're in BUNDL, and they and they have a failed site, you know, though patients will contact us and say, you know, I failed my cycle. What does this mean? And we always are saying, well, you You ensured yourself that next cycle, you're fine. You're moving on to cycle again. And you're guaranteed if you know they think that there's some sort of do I have to pull the lever? Do I have to do something? No, you've done the right thing by coming in. It's exactly why BUNDL there because unfortunately, there is sometimes failed staples. And I think now that patients know they've set themselves up for that next round and they're ready to go and there's nothing that needs to happen except that they keep moving forward with treatment. They've learned lat from their first cycle, their physician has more information about how to achieve success next time around, patients will often just call and tell us that you know what my doctor said they're going to change up my protocol. And I'm going to do something different this time around. And but they know that they've already gave given themselves that ability to move into treatment, they don't have to think about, I failed that cycle, I took out a loan for that cycle. And now I can't get another loan, and I need another cycle. It's all these things that start running through their head, they don't need to worry about it, because they've guaranteed themselves upfront that they can just comfortably move in to their next phase. And we hear from patients all the time, but just want to let us know that and just say, Okay, I'm ready for that next cycle. And I'm ready to go. My doctor said this. And so it's, it takes that piece of work to go look for another practice. Do I have to, you know, should I start looking again, should I just I dig deep again, for for more finances, you know, its BUNDLis securing against reason, really why BUNDLworks so well for patients is that moment of oh, gosh, what do I do now? That goes away, and they can regroup and say, Okay, I've guaranteed myself this next phase, in my journey, and it's all set up for me and on the BUNDL, and we say, yep, that's exactly what you can do. And you move forward. And don't worry about that stress that you you know, it's hard enough to hear you feel that cycle, but to be thinking, you know, who authorizes the next thing and who pays for it, we've got it, we've got it a BUNDL, and we're taking care of it so that the patient can just focus on the next clinical piece, which is hard enough. You know,


Griffin Jones  46:36

we talked about how hard reporting can be. And so maybe you don't all have this yet. But do you have any reporting yet to compare, when a second cycle starts from for a BUNDL patient versus when a second cycle starts, for a non BUNDL patient,


Cheryl Campbell  46:57

you know, it varies patients often will move quickly from one cycle to the next. Largely because there's, you know, this Hurry up aspect to fertility, right, you're anxious to sort of whether it's, you know, you've got a diagnosis of a diminished ovarian reserve, you're older, you missed two years, because of COVID, whatever the case may be, you may be wanting to move very quickly. And a lot of our patients do, they'll fail a cycle, they'll regroup their doctors will change their protocols, and they're ready to move on to that cycle the next month. It's doable, it's hard. It's a heavy lift. But patients want to do that. And that's also the beauty and the flexibility of our program that allows them to do that.


Griffin Jones  47:39

And people don't have to go back through the financial counselor, as you said. So I'd love to wrap up with Cheryl, because I wanted to talk a little bit about the area where there is a lot of drop off. And that is just a lack of follow up from financial counselors from the clinic, because they just don't have that infrastructure. So I'd love to get your take on that show TJ, I know that you have to go, I just want to conclude about what you see as as the biggest change that could be coming from the payer field from the from the financial side, for patients as they pay for treatment.


TJ Farnsworth  48:20

I mean, from my perspective, I think the good thing for patients is we are seeing an evolution towards more universal coverage, which I think is great. I don't think that'll be revolutionary. I don't think that tomorrow, we'll all sudden wake up and we'll be all dealing with 100% covered services. I think this is going to be evolving as more and more employers adopt this type of services and see it as an essential service that we all know that it is. So I think that we are going to continue to see patients that are faced with large out of pocket expenses associated with these services. And that's where I think BUNDL can really provide a bit of it to financial peace of mind and simplicity of that process.


Griffin Jones  49:00

I'd love it. It's always good having you on and I like your like your takes on some things. football teams not so much. This I do. Sure you talked a bit about how your team works with patients and you have a sequence of a CRM and you talked about it a little bit and steps. But can you tell us more because this is an area where I've always pointed to as a bit of a black hole we we help people we've helped people have content on their website and make videos and put them in different parts of the welcome sequence so that people are ready to talk to the financial counselor so that they're not a deer in headlights. But then when it's come to the follow up we have just sort of said he should have a follow up sequence in place. But we have never built that out for someone that's where it kind of touches operations more than has been our field. And so you you have done that and Can you talk a bit about how BUNDL built that out because I think it is very relevant for any financial counselor that might be listening or any practice owner that wants their financial counselors to be able to retain more people to treatment.


Cheryl Campbell  50:17

I think Griffin It was born out of kind of how we felt the rhythm that we felt with patients, you know, fertility patients are facing so many things, right. They're talking to a lot of people, they're talking to doctors, they're signing consents, they're talking to pharmacies and meds piece and, and so you know, we don't want to flood or overflow the patient with so much follow up. So I think the system that we tried to come up with was really sort of a soft touch, so to speak, is it kind of a, you know, a natural rhythm to how we feel the patient is where they are in their in their journey. So if you're coming to us, sort of knowing nothing about the fertility world, and they need that kind of initial first conversation, you know, we feel like the phone call was always the best. And then beyond that, we think that, you know, we build a system where we're able to say this patient really knows, and it's flexible for us to say this patient seems to know a lot about what they want, they're actually ready to move into contracts. So we're going to our system allows us to kind of fast forward them into the contract mode, then to payment then to, to enrollment. So it doesn't lock us into having to do a string of the follow ups that don't make any sense for this patient. It's allowing us to be flexible, listening really to where they are in their journey, listening to the mile markers that they've got, I've got a follow up with my doctor on Monday, you know, please send me an estimate now, but I don't know where my start date is going to be. And even know if I'm going to need IVF in the next month or two months, being you know, that makes us kind of say, All right, you know, what, I'm not going to inundate this patient with a bunch of our system allows us to sort of tag that person up two months follow up, and it should be a phone call. And it's really just listening to every patient and understanding that everybody's journey is different, and what they're coming to us at all different parts in that journey, some that have already failed four cycles, some that you know, are exhausting their fertility dollars, I want to speak more about BUNDL, but move quickly some that have already started and need to really fast forward through the entire process, we need to get them to contract to payments. So it really that's kind of what our cadences and our women's with our with our system were born out of is really just knowing that the fertility patient comes to us at all different parts in their journey, and we don't want to be a call center or or, uh, you know, we're not selling discount tires, you know, we're not, we're not doing the the regular follow ups that you would see sort of in a retail mode, we're trying to really kind of understand what that patient is and tailor our systems to that. Because there's nothing worse than when a patient says to us, oh, gosh, that would be too much, or why are you? You know, I don't want too many follow up. We hear that. And we want to make sure that we understand that.


Griffin Jones  53:14

Well, I could see you also being really good at that too. Because when follow ups are done correctly, it's more of a of a service toss. It's more like a concierge service, as opposed to, Hey, are you ready to do it's it shouldn't be like that it should be the patient feeling cared for. I see you having a natural knack for that as the rest of your team like you.


Cheryl Campbell  53:43

They are very much they are all like I said, we all come some of us come from a fertility journey ourselves. But there just is that level of compassion, I think that we're all a team that kind of understands that. Yeah, there has to be a level of of empathy and compassion in in where we are because you don't know who's on the other end of the phone, you don't know what that story is going to be. And so you have to be poised and ready for what that might mean. So we're sort of park counselor apart friend, Park, fellow warrior, or however you want to put it, you know, that's, that's what our team is. And that's what we tried to devise with our processes.


Griffin Jones  54:25

And you know that about each patient because you're recording it in a CRM because you have people whose job is to know that and record that about prospective patients. It's so hard for financial counselors at a practice to be able to, to maintain a CRM like that's the reason why most don't and they are losing people because they might have some to dues. They might even have a project management software that has their tasks of oh, I follow up with this person, but then it's really just, you know, it's like one follow up and If there's nothing to nurture the patient with, after that they don't have any automation like that. And then they don't have good records to say, Oh, I talked to this person on this day about this. And you all have that, how much do you do for for clinics? So if if we're a clinic, and we're like, I just don't know about, if this patient's going to be able to afford treatment, or I, I'm just worried that they might, I can tell they're worried. And so I'm going to send them on to BUNDL because I think that's a good option. We're going to try a BUNDL here. So what are you able to do for the financial counselors? After that? What do you take off the clinics plate,


Cheryl Campbell  55:47

I think what we're doing is we're really basically taking it from that point on, I think the patient has probably gotten a very good understanding of what the practice is like, you probably know a physician or have been to a physician there, they probably had a maybe a bit of counseling, on the single cycle cost or the actual cost when they cut over to BUNDL, we're basically going to take them through the entire our entire process of who we are, but also just kind of lend some hand in. If this happens, that happens, we're kind of helping them understand, sometimes understanding IVF in general, a lot of my team, like I said, we're X patients, but we're also some of my team has actually worked on the clinical side, they've worked in the financial piece. So we're able to kind of advise, essentially, with whatever the patient wants to know. So we're another source of information for the patient or another source of comfort for them. We're an overflow as such as a financial counseling unit that works in conjunction with the with the practices that we're partnering with. And I think we also can, if they become bungle patients, we're there for them whenever they need us. So we're going to be the one that they talk to, we're going to be the one that they come to. And that does alleviate that at the at the clinic side. So we always sort of say that we're kind of helping to be an extension on that financial counseling piece. And, and we hope that that's part of the service that that we're given, when we're in partnership with a practice,


Griffin Jones  57:17

show, you've given us so much to think about with regard to how we help to move patients through the treatment journey, how we help to assure them how we help to expand access to care, and TJ gave us a lot to think about with certainty with the need in the marketplace for this kind of scale. So it can provide a nationwide scale that a single practice just can't do. How would you like to conclude? And I might steer the question, but I could just tell that you're really passionate about that. Even when we were prepping for this interview, it was it's not something that you did because your boss has asked you to do it, I could see the passion coming out of you. Why are you so passionate about this, and maybe we conclude with that thought, you know,


Cheryl Campbell  58:09

I just feel so strongly about options through for what we call our you know, our fertility warriors, when, when people are faced with fertility journey, it's not a club or a group you thought you'd ever be a part out, right? I myself with my own story, I just never thought I would be faced with, you know, that wasn't the plan. The plan is not to, you know, to physically and emotionally be put through the fertility process. But I think what we're trying to do is with BUNDL, and we're so passionate about it, because we believe it is such a really positive program that can help patients and I think we're just trying to, to sort of shine light and make it a lighter feeling for patients. It's daunting, it's hard. But if we can make one patient really say to us, gosh, she just made it that much easier. You just took that stress off of me. I just want to thank you so much. And that just means everything. And again, being a patient I just I an X patient, I just feel such passion for it and people struggling everyday with this journey. We just want to make it a little bit easier. And you know, a little bit lighter for them.


Griffin Jones  59:23

So Campbell, thank you very much for coming on and said reproductive health.


Cheryl Campbell  59:27

Thank you for giving up giving us the opportunity to talk about it. Really appreciate it.


59:33

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health




164 Meet The REI Who Does More Retrievals Than Anyone In The US

1,300 egg retrievals in 2022. That’s not one practice. That’s Dr. Roohi Jeelani.

Dr. Jeelani joins the discussion this week to share how her unending work ethic and incredible social media presence has changed her practice, improved patient relations, and why she believes this paradigm shift is here to stay. 

How did this REI end up doing more retrievals than any other doctor in the country? Tune in to this week’s episode to find out.

Listen to hear:

  • How changes surrounding patient contact evolved during the COVID lockdown era, and why they may be here to stay.

  • How social media has opened the door to a new world of direct contact from patient to provider, and what that paradigm shift means for both patients and their providers. 

  • Griffin question whether this change is a good AND a bad thing at the same time, whether or not it has the potential to thwart the chain of command throughout the treatment process.

  • How Dr. Jeelani uses her social media presence to increase productivity through patient education, and how she believes that empowering patients with information is the key to success. 


Dr. Jeelani’s info:

Instagram: @roohijeelanimd

LinkedIn: https://www.linkedin.com/in/roohijeelanimd/

Website: https://kindbody.com/team/dr-roohi-jeelani/


Transcript




Dr. Roohi Jeelani  00:04

I recently did a series of reels where it spoke about like age and how many embryos it takes for one baby based off of your age group. So not necessarily 38 to 37, but 30 to 35. What should you expect? How many IVF cycles leads to one baby 35 to 40? What should you expect? And I think knowing that it's not, it's not saying okay, we're we're gonna do our workup and then we're going to do IUI is for three months, and then we're gonna get you pregnant with one Oh, crap, you're gonna come back for number two. Now, you're 40? What am I gonna do? It's more of what is your family look like? And how do I complete your family, not just treat your infertility.  


Griffin Jones  00:43

My guest today did her fellowship at Wayne State. And that's as far back into her bio as I'm gonna go because it just don't care about that in the same way that nobody cares that Tom Brady went in the sixth round, or that this professional athlete was a D3 prospect. And now they're a Hall of Famer. I'm blown away by what Dr. Jeelani has done. And you could tell that I'm not winning this Walter Cronkite Award yet, as an interviewer. I ended up having to bring her back on because the whole time I'm poking around the show and figuring out okay, why are you scaling this if you're not scaling? The operational system is much like why do you have this super powerhouse? audience to be able to reach that many people as Oh, it's because you have this system for self pay patients. And it's almost like I did the same thing in this episode, where I'm talking to Dr. Jeelani, and I'm, you know, you're like, like Jeff Bezos say, You are so intrinsically motivated to do this. You're using it to generate more new patients and you the idea of getting you busy vanished really quickly, because you got so busy, but I never like actually hit the nail on the head of asking how busy Dr. Jeelani is going to do more IVF retrievals than anyone else in the country. By the time this episode airs, as far as I know, unless somebody else can prove otherwise, I don't think most people are in the neighborhood of 1300 IVF retrievals. And it's because she really fits into this paradigm of changing Patient Relations in a way that's about as native as you can get. And I say in the episode, I don't think that most of you can replicate it. But there are some things that you can do. And we break that out. We talk about the changing paradigm shift, we talk about different business opportunities for physicians, we talk about beyond patient acquisition, using the change in communication to set expectations with patients so that they're more loyal, more adherent to your expertise as to last to make persuasive arguments in cases in education for patients so that they follow the treatment process more easily. And don't have that undermine just because the paradigm is changing, taking advantage of it. So enjoy this episode with Dr. Roohi Jeelani, Dr. Jeelani Roohi. Welcome back to Inside reproductive health. 


Thank you. Thank you for having me. 


Again, I want to talk to you today about Patient Relations. Last time, we talked about access to care more specifically, more specifically advocacy from Doc's. And we touched on Patient Relations a bit, but I think you are qualified to speak on the changing landscape of Patient Relations as a phenomena as much or better as anybody, because I've seen how crazy you have grown in a short amount of time, when did you leave fellowship? Was it 16, 17? Okay, so we're five and a half years out now. And I remember that, you know, the first sign with your group, and you know, for the first slide, it's like, Okay, how are we going to get Dr. Jeelani busy. And then after a couple months, it's like, we on to the next thing, don't have to worry about that anymore. And so I want to talk to you about what you see as the biggest changes, but let's just start for from how long you've been in the field, we could go back further and talk about generational changes, and maybe we will end up zooming back a little bit more. But in the five and a half years, since you have been a practicing Rei outside of fellowship, what changes are you seeing, I think, access to your patients and then for patients access to your physician has really changed specially. Now don't even take it back from 2017 Take it back from pre cold


Dr. Roohi Jeelani  05:00

The to COVID to now. And I think that's that transition has has is something that stayed. And I think it excuse my analogy, but it's like almost like an Amazon, right? Like what happened when COVID hit, everything shut down, everything became behind the screen and everything like that six feet distance, but everything's at your fingertips. I almost feel like patient care has followed that trend. And it's very much like that, like having the ability to talk to your provider, having the ability to do that rapid turnaround is something that transpired during COVID, but has stood and it's an expectation as a patient of patients. How much of it do you think was COVID? versus how much of it was happening before that? And has some of it gone back to pre COVID? Are you think this is fully permanent? In my clinical practice, I think this is here to stay. I think a great example of it is social media, right? Like even pre COVID. A lot of people were skeptical about why should they be on there, this is ridiculous, I don't want to go on social media. But then you see COVID Everything is technology, that's the interface, that's where our patients lives. And then we would have patients doing second opinions and stopping at that, because a lot of people follow you. And then it that principle of going to your doctor, no matter where they are, because you resonate, or you, you know, have a relationship built with that doctor was almost foreign, it was just, I'm gonna touch base with you to talk to you to see what your thoughts are, and I'm gonna go back to my doctor. But now with post COVID, all those boundaries have kind of gone down, it's almost become a, you're gonna take care of me from there. And then at come retrieval come transfer Come what may have you I'm gonna come see you. And that's, I think it's become like, Oh, this is feasible, this is easy. And that mindset has really shifted, and they don't think it's gonna go back. So you talk about access to patient and access to provide our I want to ask you more about the access to provider that patients now have, but what access to patients? Do you feel like, providers now have more of, I think expectation that, like I call my patients all the time I communicate via text with them. And I think that they respond to me, right? It's not like, Oh, this is so foreign, it's so different. And yes, of course, they get a little bit of that. But it's almost like, Oh, this is expected, I'm going to touch base with you because I want to know, my next steps, even before I get my period, I want to set that expectation. And know instead of do treatment, wait for an outcome, wait for a consult, and then start again. So that delay in treatment and patient care, that gap is closing, but also expectations that it's okay that your doctor will reach out to you and it doesn't necessarily have to be this scheduled official follow up X number of weeks or months out. I was thinking this as I was emailing you because you know, figuring out this damn technology of texting each other it's like I'm in I'm in we were words, for some reason, we're not in the same link. And so when I go to email you, you know, I'm just doing it from this platform. So I'm not looking at my contacts. But I think in many practices for a long time, the doctor didn't even give out their email in many cases, or they'll have like a different naming structure for their email, I'm in sales, I figure out people's emails for a living. And you know, they'll have the, they'll have something like different but yours it's like, you know, because you're in this structure. It's like, you know, if you know, the first name, last name and email structures, uh, you know who you're getting. That's the expectation now, like, it isn't like Dr. J 147. And so that only a few people can have that doctor's email, or the doctor doesn't even have an email to the practice URL when the rest of the staff does. That type of structures is changing. Yeah, I really, Dan, I think it's present better, right? Like, ultimately, we want good outcomes, my patient retention from a doctor from a practice standpoint. And I think what patients really want is to know that they're cared for and someone's watching them that as a patient, that delaying treatment, or that wait for your next steps appointment was truly the point where I would leave the practice because I didn't want to wait even though like common senses. Well, by the time you take your record, you set up another console, you do that, right, you're delaying your treatment even further than you would have by just waiting. But at least as a patient. I knew I'm taking proactive measures to get to my end goal as opposed to waiting for someone on their time, which yes, it doesn't make sense as a as a practice provider as a doctor saying, what's going to take you longer to see someone else as opposed to waiting for me but also, I think it's unfair, it's unfair to sit around and wait, I didn't want to wait


Griffin Jones  10:05

is a lot of patient volume to be able to respond to that many people, and nobody wants to wait, everybody wants answers now. And we're used to to your points, having the conveniences that technology has brought us the last decade, especially expedited by COVID, Instacart. And my groceries are here in two hours, Airbnb, and I have all of the world's potential vacation, lodging, booked in a second with the easiest user experience that there is, et cetera, et cetera, et cetera. And to have that in healthcare, where we have a bottleneck of limited clinicians, workflow that is often cumbersome and demanding. How realistic is it to actually be able to meet these experts, you seem to be able to do it. But how


Dr. Roohi Jeelani  11:02

I really believe in counseling and setting expectations on the front end, right? A lot of these calls lollies upset emails, is because you haven't put a plan in place for the next step. All patients want is telling me what to do. And I will do it right. You want a baby, I wanted a baby yesterday. And I don't want to wait around for you to tell me after I failed because now I'm angry. Now I'm thinking of the what ifs. So what I really believe is educating your patient, right? That's the whole premise behind my social media. And then setting expectations from the front end, knowing Hey, this is your age, what are your long term goals? What are your short term goals? What is having a family look like for you. And then my follow up appointment after we do our testing is okay, these are your long term goals. These were your short term goals. This is what you want for your family size. These are what your numbers look like. This means doing X, Y and Z, right? Like taking our textbook, our papers, everything that we study day in and day out, and laying it out for them in a treatment plan. So that way, when they have the No boss Development at 40, it's not a 42. It's not a shocker, or when they don't get to euploid. And they're 39. It's not a shocker. They knew it was coming. And they prepared for it because they're already in another treatment cycle. That really helps transform my practice. So them having access to me, no longer becomes an emergency. I don't know what I'm doing. But it becomes like, hey, you know, like, Thank you for warning me. We're glad we're in another cycle. Because it's all these expectations are set. So that access, then I'm not overburdened? Because no one's really texted me because I've already said, this is what we're doing from the get go. Right? And of course, there's outliers. There's people who don't want to follow that plan. And then hopefully, things work out. And if not, they've already touched base with me that this is what I recommend. And this is why I recommend it.


Griffin Jones  12:58

Is that really the case, though? You use the analogy of textbook and papers, most people suck at instructions. I think of just going to the grocery store, my wife tells me as I'm out the door what to get, and I get them calling. What did you want me to pick up? And so Aren't you getting some of that from Eve in perhaps even more of it? If you when you're giving people a plan? And they're like, Yes, I got it. I'm here, they get home? What was I supposed to do? Does it really alleviate communication? How does it not just make more of it?


Dr. Roohi Jeelani  13:30

I'm in the logistics part, right? I don't do that the nursing team does. They? Yeah, they may forget what they they be assigned. They may forget what medications I said they may forget that but they will never forget how many embryos it takes for a baby. They will never forget how many babies they wanted. Because I'm not teaching them anything new. I'm just giving them a path forward. So if you and your wife said, Look, we want to kids were X number of years old, she's busy, I'm busy. What does that landscape look like? For me? It would be okay. She's 30 something she's this it may require each cycle yields us X number of embryos, somebody in their mid 30s needs three to four cycles for one life birth, this may mean four to five cycles for you, you're going to bank and you're going to transfer my take home message. It's not the first time they've heard it. It's me kind of stating it again. And then the good thing is my Instagram states it over and over and over again. So a lot of this doesn't come as a shock to them. It comes as that sucks. He really didn't want to but this is what we're gonna do to get to our family.


Griffin Jones  14:35

I wanted to ask you about that chain of command when you said in the nurses are the ones that are providing that logistical guidance at that point. But when they have that level of access to you, they being the patience and they're used to that and they have some familiarity with you prior to social media and then you're a responsive communicator. Do they tend to break Because the chain of command from in the beginning for us, I would have clients texting me, I mean email and texting me, what? What's this thing on our website? Or when are we doing this video? She'll be like, I don't know, you have a project manager, email her. And eventually once they build the relationship with the project manager, yeah, they, they know that it's way quicker to go to them. And they're going to get a much more complete answer. But I would still get those texts. And every once in a while I still do. And I'm like, I don't? I don't know. And so I like, but when you have that level of rapport with the patient, are they more tempted to break the chain of command? Or go outside of scope to you because they view you as being at the top?


Dr. Roohi Jeelani  15:48

Sometimes? Not all? Not a lot, I think. I think people really respect and appreciate that they have that direct line of communication to me. And most of them try not to abuse it. Of course, there's outliers and yes, randomly they'll have can you help me make an appointment? And if it's like, a Saturday, and if it's something I instructed them to do, because I want to see them immediately? Yes. Most of the times, they know I don't really know how to do that. And I truly don't say like, you know, I don't really know, I can try. But no, I don't think anyone really abuses I think I get really like the you know, have a negative pregnancy, I'm sad or get new embryos, I'm sad, but I expected it, it's more of those points that I really want to be informed of. And when you're doing high volume, it's harder to hone in on those. So I think they really know when to reach out to me and when I will reach out to them. You talk


Griffin Jones  16:41

about sometimes when they're going through something really hard, they reach out to you. And you mentioned earlier, that there aren't as many boundaries as there used to be at least there's not the technological boundaries that there used to be. And so what does that do for boundaries for providers right now? And is that healthy?


Dr. Roohi Jeelani  17:04

You're asking the wrong person?


Griffin Jones  17:07

What does what does that mean? You don't have you don't have any, any? You answer any text anytime?


Dr. Roohi Jeelani  17:12

I do, I actually do. But I think that's what social media does, right? Like, I have patients in different countries, their time zones are different, their days are different. I'm up all the time, I I also have a baby that is four months old. So I am up and I do check my phone a lot. That doesn't necessarily mean that everyone should be like me, this is just how I function, right? Everyone can make their boundaries, what's right or wrong for them. I have partners that say, this is where you contact me, this is my email, but I communicate from 95. The biggest thing is setting expectations. Because when you set expectations, then you prevent disappointments. I think that's the main thing that I always try to tell people that how, how can I keep going like this? How do you keep this patient retention and patient satisfaction? It's because you set that expectation from the beginning.


Griffin Jones  18:08

I think there's also something to be said for somebody's natural ability to be able to be that responsive, that frequently that I think many people simply cannot do I think of a lot of the areas that I know. And they couldn't do that even if they wanted to just to be able to, like respond to that many people that frequency. I always say a joke that if there if somebody had a gun to my head and said you have to text someone right now and get a response back from them. In 30 seconds or less, I'm gonna blow your brains out that person for me is Serena Chen. If I had to text one person, it's like boom, and but she's not just doing that for me. She's doing that with her patients. She's doing that with her staff. She's doing that. Like she's like that that's a capacity that she seems to have that you seem to have. And do you do you think like, do you attribute most of it to your personality? Did you develop some of it over time? No, I've


Dr. Roohi Jeelani  19:08

always been like this. I am very much like Serena that's where we are like this. We get along really well. Because we share similar interests. We like to be our hands on multiple parts and doing multiple things all at once. I joke and I say it's like playing chess for me, right like making very strategic fast moves and not stopping so and that includes texting my staff talking to my partners talking to my patients charting doing stuff like this my social media, it's a game of chess, meet moving pieces when they need to be moved at the right time.


Griffin Jones  19:43

You don't get burnt out. You if


Dr. Roohi Jeelani  19:45

you love what you're doing. I mean, I feel like it's such an honor to be doing this like the types of messages right like the gratitude is like a drug it keeps you going. I mean, I literally and I will never forget this. And I always tell this patient that she had gone to multiple people had really bad outcomes, and finally came to me was monitoring somewhere else was told that she's going to have a really crappy outcome not to trust what I'm doing, has now three beautiful babies. And she sent me a card and said, Every time I talk to my kids, and I tell them about superheroes, it's not you know, I'm not talking about anyone else. But you You are our superhero, but like to get that honor is, I mean, I don't know how anyone can get sick of it. At least I can't.


Griffin Jones  20:35

What you're describing is the highest honor that you could possibly hear from someone and it's validation of your values. It's validation of the connection that you've had with people. It's validation of the expertise that you've built. As a physician, I would still get burnt out. I'm somebody that loves validation. I love I love Yeah, I just had a great consulting call today. And it's like, man, it feels so good when I can just add that value and, and the clients so grateful, and you feel so even I couldn't do it all that it amazes me that you can and on an episode about work life balance that I did probably two years ago, it may have been before COVID that I did with Dr. Stephanie Gustin, we talked about work life balance boundaries, and I said, I think there's a class of people like Jeff Bezos, Elon Musk, Sara Blakely, those type of people that are just there all the time. They're intrinsically motivated to be doing what they're doing for the rest of us. I think it's like there's there's almost no time in our lives where we can just be present in the moment have the phone out of the way only think about the people in front of us and what we're doing at that time being totally unplugged. And so if if you don't get burnt out from it, because you are of that Blakely Bezos type of DNA, do you still does just being unplugged then make you feel like Oh, I'm not not doing what I'm meant to be doing?


Dr. Roohi Jeelani  22:13

I go crazy. I literally go crazy. I just had a baby in July. And Angie was like, you cannot come back to work in a week as like, if I don't come back to work in a week, I will go crazy at home. My husband and I will be divorced. Please let me come back. I love doing this. It's truly I can't describe it. Like I love growth. I love change. I love being able to make a difference. And yes, I don't know if you follow Grant Cardone. But he says something like how whitespace on your calendar is the devil. And I truly do not want any whitespace on my calendar, I want to breathe, eat, fertility and change. And I love it.


Griffin Jones  22:56

Because he's also like that he lives breathes, eats business development sales. And what I try not to be prescriptive, because I've come to realize that some people really are fulfilled by that. I don't think that that's the majority of people. So when I see Grant Cardone, Gary Vaynerchuk, it's hustle, hustle is I get it. Like I think for the vast majority of us, there has to be more balanced, more preservation from unplug. But I've, I've, I've come to appreciate that there are some people that that's not the way that they're going to be fulfilled that they are machines that are go go go and you appear to be one of them. Yeah, I do. So I am very I want the people listening to this episode to email, if they if they're on the newsletter, just reply to the newsletter, or just text me or email, whatever I'm really interested to know how people feel like they break out, I'm dubious that most people can do what you do, I think it's a natural, if not a natural talent, then just a natural personality disposition. I'm dubious that most of us can do that most of the time, but our guys are pretty type A in general, they're not a they're not a normal cross section of the population. And so I'm very curious as to how many of your colleagues are in that type of mode where it really is more fulfilling to just be doing this all the time. And versus those that are like, eff that I want to I want to totally go off the grid sometimes I'm curious about who that might be. But so Alright, so you you're using this as a strength because your patients adore you. You have I'm just looking at Instagram right now. 324,000 followers, so I want to talk about that a bit because you referenced that as as part of how you set xspec Patients early and often in in this changing landscape of Patient Relations, but just walk us through the timeline.


Dr. Roohi Jeelani  25:07

Yeah, it started actually, thanks to Hannah Johnson. I have a huge family in Chicago, I actually converted my fellowship in 2016 2015. To ofour. Her it's a woman's yeah falls 2015. It's a woman's reproductive health research grant of K 12. That focused on Uncle fertility chemotherapy impacts on all of this, and I was on track to get an MD PhD. And then like three years, then it hit me that this is not the path I want to live, I want to do research to make an impact. I don't want to do research just for the sake of doing research. I want to be able to then implement that in patient care. And I didn't have access to a robust patient volume. So then I met very Angie, very coincidentally, Shin started bioscan. And we went out for coffee. And I decided this with it. So I was going to finish off a year of my or her and then move to Chicago, moved to Chicago, where I have a huge family, and then realized, while I still don't have a robust patient volume, I'm very new here at a very new practice. How do we build it? And then in 2017, Instagram was the new and it thing. And when I was like, Well, you have a big following you have big family, just change it into a public platform and talk about fertility. Talk about your journey. I sucked at it. Let me tell you, I was horrendous because a typical doctor goes to PubMed and then takes that information and puts it on Instagram. And patients don't relate at all to what you're saying. And they don't know how to translate that into lay language, or what does that mean clinically, or how that's relevant to them. So eventually, over time, I found my kind of like, what made me unique is an area and it built over time. And I think it really grew during COVID. And then I kind of highlighted my fertility journey over the past two years on it as well. And it kept growing and amplifying.


Griffin Jones  27:11

So it started off as a new patient generator. A lot of people say that social media doesn't bring in new patients. And I think for a lot of people it doesn't, is a What does hockey puck do for somebody that isn't Wayne Gretzky, while certainly not as much as it did for Wayne Gretzky, and some people get more return on investment from social media than others. But when you have a following is massive and as loyal as yours, I think you would have to, you would have to try not to get patients from it at that point, was it? Was it? Did it start pretty early on the patients that you started getting? Or did you find like, Well, only some of them are in Chicago, there's a lot of people in Boston in Florida, and and it wasn't that effective in the beginning.


Dr. Roohi Jeelani  28:04

They come from everywhere. No, because when I first started, it was the same year as Natalie started, you started a couple months before me. So it's just Natalie and I both started in 2017. And I think she would say the same that she got patients from all over, I think, I don't know how she practices but my patients would do their monitoring there and fly in to do treatment. I remember my very first out of state patient said that she was looking at shoes, and my picture came up. I love shoes. And she said that it was a sign from God that I love shoes, and I popped up that she had to come see me. So she flew across state lines to do her IVF care with me. That was my very first out of state page because I was so curious as to why she picked me and across the country.


Griffin Jones  28:52

It's funny that you say that because as you mentioned that I know someone from my life that went to see you as a patient from a different state because of following you on social media. And this is a paradigm shift, isn't it not just on the Patient Relations side, but on who has the biggest share of voice to patients. And it's a paradigm shift in a lot of ways. When you say Natalie, you're referring to Dr. Natalie Crawford in Austin, Texas. When I first came into the field, I didn't know anything about fertility. I didn't I barely knew what IVF was, I thought Rei was a camping store. I didn't know any RBIs. And my first clients were the ones that said, this person is big. He's big. He's big. He's big. And you'll notice that I'm saying he they were all they were all men at that time. And some of it has to do with we're just we have a transition in generations. There's way more female physicians than there was 20 years ago. And so some of it is that but some of it is also now the people that have the biggest platforms are mostly younger female El RAS. You have a couple 100,000 followers. Dr. Crawford, I don't I don't even know how many. She's up to now. And then there's a few others like Dr. Shaheen and some others that have really big followers. And then I'm thinking like, who's the? Who's the male Rei with the most followers? Do you even know?


Dr. Roohi Jeelani  30:24

They don't, they don't actually.


Griffin Jones  30:26

Like maybe it's Eduardo. Maybe it's my good friend, Dr. Harrison. He doesn't even have he doesn't even have 5000. And he might be in the lead, you know? Like Dr. Eric foreman, he has, he has a really loyal following really great physician that offers a lot of value on social media. He's like, you know, they're all fractions of yours. The the physicians that have the largest followings on social media, are the female physician, the younger female physicians are orders of magnitude more than the fellas. So is it even worth it? For people that don't feel like? Well, I'm not I'm not a younger woman. I didn't grow up with this. I don't maybe I don't fit the that. Maybe it's because I don't match the demographic. And that's why they're successful on social media. Is it? Is it worth it for your peers? To do that, if they're a 60 year old physician, or if they're, especially if they're a 60 year old? Male physician?


Dr. Roohi Jeelani  31:30

I think so. So if you look, I think you, I think Eric foreman, we don't know how many he has, but he has super loyal following, right? It's all about quality, not necessarily quantity. I think the ones that you named Laura Natalie reduction. And Dr. Crawford, me, we were one of the few of the first to join social media, and it was easier to grow. There was no other competing network or channel, it was just Instagram, everyone was Instagram. That's where you grew. But now there's tick tock, and some people are really big on tick tock, and some people are really big on Instagram. I think there's more variations of platforms, there's variations of how we present data. So I don't think there's no value, your patients will follow you. So even if it doesn't bring in new people in the door, that's an opportunity for you did touch base with your patient to tell them, teach them, right? Because if you're not out there teaching them someone else's, and it does may not necessarily be an RA. So why not get that information out there? And it doesn't matter how old you are, I just think that it was easier for younger female physicians, because initially, it started off as pictures, right? Who likes pictures? For younger females, males always shy away from taking pictures or posting a picture of themselves. Now it's a whole different, it's transformed into videos and all sorts of stuff. It's not just a still picture with a whole bunch of captions


Griffin Jones  33:01

will probably be weird if the things that normally work on Instagram for males were used by male Rei is like if we had a male Rei with Jack mussels and a Lamborghini. And like, probably probably wouldn't be the one they would want to tap into anyway. But you mentioned what you were talking about is arbitrage like the land grab of social media, because you got in at a time. And I think it's been it's, it really is amazing that if we asked people who are the household names of fertility specialists, in most cases, we're still a small field. I don't know, we could say that there's household names, but in the but in the infertility community, there absolutely is. And it when we ask people that, I don't think we're we're hearing necessarily the same people that are giving poster talks or maybe leading this debate and, and, and sometimes they are, but we are having a different class of RBIs that people see as the authority. Is that a good thing or a bad thing?


Dr. Roohi Jeelani  34:17

I think it's a good thing. It's giving us a platform, not to say like I mean, I'm equally vested in research and equally invested in giving talks, but I think they're different audiences right, I don't think it goes hand in hand and I don't think they're mutually I think they can coexist. I think you can be this amazing Instagram influencer doctor, and you can get up there and give a serious talk on or debate on like to resect a fibroid not to receptor fibroid PGT not to PGT I think you can mutually have those interests. But while we were talking, Bob Celts actually has a really big social media Yeah, following, not for fertility for other stuff, but he does have a big social. I was trying to think of like an older male. But yeah, I've killed


Griffin Jones  35:08

there you go I so I'll shout out to rob because he does and, and and that that's a good point. But you deserve credit and you and the other doctors that we talked about and others that I'm forgetting and shouldn't be forgetting deserve credit for taking advantage of that arbitrage and deciding, you know, this isn't something that just has to be in an NPRM. ASRM talk. It's not just a plenary topic. It's not just a poster, there's a way for me to reach the masses. Now, with this. I wrote, there's an article that I wrote in 2015. People can look it up that was Instagram, you guys have to get on Instagram. This is this is this is life changing. The infertility community is there, there's so few doctors or there's a huge land grab possible for you. And everybody just kept asking me like, what's the next thing like, what's the next thing come and say, this is the thing right now you're not doing it, go do it. And the people that did it like yourself and the other Doc's we talked about, you all didn't do it, because of May you were doing it because you were doing it. I don't think I don't think I moved anybody on the other side that much like maybe I got him to start an account. But I think there was a lot of people that took the past on that massive chance to get to the eyeballs while the eyeballs are flooding in before the advertisers saturate the place before the fake influencers saturate the place. I think Dr. Shaheen did that with Tiktok better than anybody. And now we have now we have a bit of a paradigm shift. But I've done enough episodes on on that topic. I don't want to go too far down the social media rabbit hole other than how you've used it to really move Patient Relations forward. And you said something earlier in our discussion, where you talked about how patients have seen a certain expectation from you on social media. So can you talk about how you're using it to set expectations, either about the process or what they can expect on your approach? Yeah,


Dr. Roohi Jeelani  37:19

I usually talk a lot about me in Chicago, most of my patients are older. So what it means to be an older parent that not all embryos make a baby. And I think a lot of times what I'm trying to really do is shift the mindset, which was episode was all about that IVF is no longer the last resort. Right? If you're older, I use it as a first resort, like you're meeting your partner at 38. You're getting married at 40. And you want to have three kids like how am I going to make this happen for you? Right? How do I counsel you so you understand that? So I recently did a series of reels where it spoke about like age and how many embryos it takes for one baby based off of your age group. So not necessarily 38 to 37, but 30 to 35. What should you expect? How many IVF cycles leads to one baby 35 to 40, what should you expect? And I think knowing that, it's not it's not saying okay, we're we're going to do our workup and then we're gonna do IUs for three months, and then we're gonna get you pregnant with one. Oh, crap, you're gonna come back for number two. Now, you're 40? What am I gonna do? It's more of what is your family look like? And how do I complete your family, not just treat your infertility?


Griffin Jones  38:32

Does it ever backfire at all? So you're establishing a ton of credibility, you're establishing a ton of authority as an expert. But does it ever undermine authority in the sense of, Well, now, I feel so familiar with this doctor that I, you know, I just treat them like a charm. Like, do people come in and in your office and be a Roohi instead of instead of Dr. Jeelani? Like, does it ever backfire?


Dr. Roohi Jeelani  39:05

Very rarely, I mean, there's of course there's, you know, Stan, there's outliers from the standard, but it doesn't really. I guess I earned my doctor title. I'm Yes. I'm Dr. Jeelani, but people don't define me. You can call me whatever you want. Like because you call me rude. He doesn't change the fact that I'm your doctor. Right? I don't. That would piss


Griffin Jones  39:24

me off. Yeah,


Dr. Roohi Jeelani  39:26

I mean, I define me like, you can. I guess it also I have said no one ever knew, like no one you had to say my name before I got married. My last name was like 15 letters. One. Everyone called me a variation of everything. And I responded to everything. So I don't I don't know. I don't. I guess people not defining is a good and bad thing. Also. It truly just doesn't bother me.


Griffin Jones  39:51

But for the most part, you are establishing your authority, not authority of like, This is who I am, but rather just like I I'm the expert. And you can tell that I'm the expert because I've shared all of this content with you. I've shared my school of thought with you and, and so people are coming in, can you tell the difference between somebody who has, who has really almost no experience with you on social media versus someone who is geeked out on every last post, you've done 100%,


Dr. Roohi Jeelani  40:21

you can 100% You can tell because they will come with notes and information. And with a plan. It's so crazy, they have a plan that we like, when you said this, this is what I want to do. Because you said this, this is what I want to do. I know this will take X, Y and Z. I mean, it's insane. It cuts my consult time what talking business from like an hour long new pet patient thing, take a 30 minute, like, okay, like you know what you're gonna do, I'm glad you listened.


Griffin Jones  40:48

I never really got this across to people when, especially when clinics and Doc's got so busy the last two or two and a half years and that we don't need we don't need more new patients. We got 10 week waitlist is like Yeah, but it's not just about new patient acquisition. It's about getting people in the door for I don't, I don't need new clients. But this podcast format, the other media that we do, just helps me get into business deals more when when I am it's not about necessarily getting more deals. But when people come to me, it's like they want to get my thoughts and process. They don't just want to pick out a marketing guy and it makes helping them easier. It makes the relationship so much better. And is that something that's replicable in other places, then then social media, like you said, you feel like this trend will go on for a long time? Do you see us doing a lot more of this where almost everybody knows so much about their physician before they end up coming to see one?


Dr. Roohi Jeelani  41:57

I would hope so because they think you're trusting like you're, I appreciate that. Like my patients are trusting me with such an intimate part of them right? They're essentially letting me into a really a spot that they don't they're not comfortable with. Most people don't want to see a fertility doctor, shoot, I don't want to see a fertility doctor and I do this for a living. So I think it builds this trust and relationship that's just everlasting. I have patients who have graduated now, that's still follow me that send me pictures of their babies that always say like, I sent my friends to you, I redirected your post to teachers. I mean, what have you everyone, I have parents who follow me on social media of their kids going through their fertility journey and texting me thanking me like, I have a grandkid because of you. And it is just that touch that you can have that impact that you can have. And once again, it's not a social media talk, but it really does. It translates to patient retention, new acquisitions, and a lifelong like impression. I don't think it's going anywhere.


Griffin Jones  43:02

It's not just about it's not just about patient acquisition, I think about this in so many ways where I'm making purchase decisions. Now. People are doing it with my firm. We're we're doing it as we look for financial planners and stuff like that. It's like, I want to know so much about how they think and how they work, before I decide that, that's who I'm going to go with. And then when we do have those initial sales conversations often like the decisions already been made, this is like that, that sales conversation is just or in this case, initial console, there's just kind of like, confirmation of that or, or even the beginning of the process. But yeah, there's so much that used to be set up after the, the the initial information. If the public facing information, there was so much that was set up after that that just happened in the one on one consults that happened in the office, there was a huge information asymmetry. And now that information asymmetry doesn't exist anymore, because the patient can learn a lot about you about other fertility doctors and the process as a whole. And they can and you instead of letting that hurt, you are taking full advantage of it and you have a massive following. And I went on that rant is decide what where do I want to pull this thread next? Do I continue on to talk about Patient Relations? I do. But I also want to talk about how this can be a career opportunity in many other ways for our eyes because when you have 300 something 1000 followers, you're getting put in front of all kinds of people, venture capitalists, tech people, scientists, peers, colleagues, what other opportunities is it open for you?


Dr. Roohi Jeelani  45:00

So many right? Because everyone who's interested in Rei is from every aspect, Farmar. Alarm techniques. Gosh, everything everything industry that you see at ASRM is now interested in you, right, for whatever reason. And it helps build new relationships, it helps you get in front of new technology, you start developing ideas, because you see how can I take this and apply it to fertility, I just think it just opens up the landscape for you to do so much more than just be a doctor. I love being a doctor. But I think I can do a better job of learning these different technologies and having access to the stuff and serve my patients better. But at the end of the day, all of this makes me a better doctor.


Griffin Jones  45:51

So how do you vet those opportunities, then? Because you're getting them because you have a huge following of people who really hang on to what you have to say. And because of that, that's, that's a big responsibility. And so how do you vet the opportunities that come your way?


Dr. Roohi Jeelani  46:11

I try to step away from social media and really think like, Would I utilize this? Do I think it's resourceful for my patients, and then present it? I? This is not like social media is a amazing platform. But that pre pre meme pre my life, I used to model right? And it's very similar to that. So when you're modeling, you start thinking is this campaign is this brand in alignment with my morals, my ideals, because now you're going to be plastered as this brand's face? So social media is very similar to that. When you get vetted to do something for a company, do you think well? Do my morals and ideals aligned with this brand? And if they aligned do they do? Do they help my patients as much as they helped me? And if the answer is yes, then I say yes. If like, doesn't really sit well with me demand answer's no.


Griffin Jones  47:04

Talk to us a little bit about how you figure that out. Because I'm thinking in a parallel industry. And in the financial field. We talked about Grant Cardone one of the people that I follow, though, is Graham Stefan, because I think he's just a trustworthy, empirical kind of guy doesn't really Hawk his financial prescriptions. He presents what he sees his the evidence and talks about what he's doing and, and he's, he's just a guy that has a natural credibility to him. He was one of these folks that got into this trouble with the the crypto Ponzi scheme, that guy and his company's name is escaping me right now. But the BT X or whatever it is, and they had a ton of sponsors, really credible people, because they came in says, Hey, we're changing the world in this positive way. And we have a ton of money and all these other people are on board. Don't you want to be a part of it? And a lot of people got caught with egg on their face, because it's like, oh, maybe I shouldn't have locked up with them so soon. And i i peddled this Ponzi scheme to my people. I don't I don't see anybody doing Ponzi schemes right now where we are but but the principle is there nonetheless. So talk about how you dig into it.


Dr. Roohi Jeelani  48:22

Usually the type of people that approach you when you are on or when you have a larger platform is that that's been around great. As young as our field is it still as big in young as it is, we pretty much know everybody so everyone who approaches me, I already know what they're about what they're doing. I very rarely get stuff outside of fertility. My other love is for fashion. So I do get a lot of fashion stuff. And I don't necessarily the thing that I use with my social media. And if you look at everyone's social media that's on there, they they have a thing that they hold on very near and dear to them, right like for Dr. Crawford, it's about like the pride and joy of being a woman being a mom, that's very important to her. So throughout her fertility, it's intermixed. Her pride and joy. Dr. Shaheen, she's an author, right. She's amazing at being an author. So intermixed with her fertility is her book and recurrent pregnancy loss and what it means to her Dr. Chen, intermixed with fertility, advocacy, she has really really good about access to care advocacy, you know, being paired up with resolve. For me, it's, you know, my history like what makes me me, it's my family, my fertility journey, my fashion, like, I love it. So it's every, whoever approaches me is kind of aligned or parallel with that and a lot of that stuff is not new. It's people that I already know. I don't think I've ever been approached for something outside of my interest or outside of my page. So


Griffin Jones  49:50

I think to be us that we know everybody or that you know, so many people have been in the field for a long time. So I agree with you, we all kind of know each other, I always say that fertility is like one big high school, and, but you also know who you are. So you know who the new kid is when there is a new kid. But there's lots of new kids, I was one short time ago, there's plenty of others. And if you look at a lot of the VC backed companies, a lot of the PE backed companies, look at those board of directors or the, rather than the Board of Directors really like people that are VP level, often in the C suite to, there's a lot of people at those levels that have never worked in fertility before. And many of them are coming with good ideas and things that do need to be brought in and shake this thing up a bit. But some people have no idea what they're doing or complete charlatans are in it for the money, all of those things will and do happen when entrepreneurial change is at hand. So is it just enough to know your stuff? Or do you also have to get to know the people?


Dr. Roohi Jeelani  51:09

I would say know your stuff more? Because people you don't think you truly ever know anybody? Right? Like I've been with my husband for 19 years, they learn new stuff about him all the time. Yeah, now you're going deep, deep, right? You people evolve, they don't really think you have to really know that people, I think you really have to know, the idea. I still consider myself I feel like I'm very new to this, I learn new people, new things, new ideas daily. And people will always, always approach you with something that they think is brilliant. And I really think that we're at a really pivotal point in our field where, like you mentioned, there's a lot of people who want and they're all very new, and you have to vet the idea. And if you really believe in the mission, then you align yourself with them. And if you don't, then that's okay. I, I think with the limited fertility doctors that we have, you will get approached whether or not you're on social media, you're gonna get approached, and I think the one tip that I've learned is, does that idea line with you? And if it does, then do it.


Griffin Jones  52:19

Right. I suspect that it's harder for you, because there are a lot more opportunities. And people do want to see change in the field, and you want to help bring that in. In my case, I'm not qualified to give an endorsement for the vast majority of people that want to reach my audience. So we build an advertising structure where it's not an endorsement for me simply them advertising in inside reproductive health, the same way an advertiser would advertise on any media company, the endorsements, when you become the face of something is different. The only one I ever did was with engaged MD. And I did that only because it is close enough to what we do that I could see how much it helps people. So many people that I talked to over the years, vetted it, including people that I've worked for, for years. I knew Jeff and Taylor really well for years before we did that, that if there ever was a complete 180 Like you're talking about, like you've known your husband for years and years, it's like how well do you still know some that if ever was a 180, we found out Jeff VISTA is a straight up axe murderer that I could say, hey, it may be an Axe Murderer. But I did my homework. And I talked to the guy and I'm as surprised as anybody I loved him and knew how great he was. And I'm totally floored. And I don't think that happened in the case of the Bitcoin, not the Bitcoin, the other crypto scandal, and you'd seem to have a system for for doing that I do. I do probably issue the word of caution to other Doc's that may be don't let FOMO dictate what you end up doing. That. There's a lot of things where it's like, Oh, I gotta get in on this now. It's like, if it's not right, you might just wait a while and it's not meant to be it's not meant to be Yeah,


Dr. Roohi Jeelani  54:16

I think really just aligning yourself with if you if you hold true and stand with what why you do this why you do what you do, then I don't think you'll ever stray wrong. Right? I think Michael goal is to get as much information out there and my goal is for everyone to have a family and my mission or whoever I aligned myself with kind of believes in the same thing like how do we how do we get there? How do we make this happen?


Griffin Jones  54:46

I want to let you conclude how you want to conclude, but I do want to go back to Patient Relations for something because I wonder if the position that we used to be in has toe totally changed. Or if it's just morphed into something else where the doctor was the authority. I'm the doctor, you're the patient, I talk you listen, I prescribe you do. And it seemed that that was going away for a long time. And then during COVID, not I'm not talking about the fertility field, I'm just kind of talking about general, that kind of came back in a different way where it's like you, you take the damn vaccine, you do this, because I'm the doctor. And I was like, I don't think that's the right message. It's even if when you're giving the right advice, if you're giving the right advice about something, it's not because I'm the financial planner, therefore, this plan makes sense. I'm the mechanic. Therefore, what I'm doing to your car makes sense. I think we reverted back to that a bit of instead of making the persuasive argument, in many cases, it was, listen, dummy, this is what it is. And I'm the person to tell you what it is to have, have we overcome that? And if it is something that we should even overcome?


Dr. Roohi Jeelani  56:08

That's so interesting that you look at it like that, I look at it, as we use the persuasive argument, like all those stickers that we put up, I'm vaccinated, are you looking at what I'm doing? Look at what my kids are doing. But I'm also looking at it from the lens of social media. Those are my colleagues, right? Not just fertility colleagues, those are just my colleagues. And I don't, I don't think I can't remember a single person saying you have to do it, because I said, so it was more. So this is the data behind it. This is why I'm doing it. This is why my kids are doing it. And this is why you should do it. And that's how I present my fertility. That's how I present my data to my patients, right. And I always tell them, like, ultimately the choice is yours. But this is your age, this is the age of the sperm, this is your end goal. If we do this, your chance of success is XYZ. If we do this, your chance of success is XYZ. Here are the pros. Here are the cons for both, which one would you like to pick? And I think that autonomy is really important. And I feel like the vaccine was presented like that. I don't think it ever I think we even tried right like not to bring completely Goten John Doe but bring like surrogacy and third party. It never went away never became. If you're not vaccinated, you can't be a GC if you're not vaccinated, you can't be a donor I always became, we prefer this but ultimately the call is yours. I really think that mode or that treatment modality is here to stay. I think patients really want autonomy. They're seeking that autonomy.


Griffin Jones  57:46

I think that is the proper course to take. And I'm glad you took it. I think there was a ton of the One Way finger wagging on social media and some of the most persuasive doctors that I think out there I want to give a shout out to Dr. Zubin de Manya Z Dawg MD for any of you physicians that are familiar with Him, follow Him Dr. Vinay Prasad, Dr. Monica Gandhi, Dr. Marty mCherry, who were extremely persuasive. And when I looked at their YouTube comments, versus a lot of the comments of people that were doing finger wagging, I could see them changing hearts and minds, because they were doing it in a way where they approached it with the same healthy skepticism and made persuasive arguments that you just described. So we you've you've laid the groundwork for us and the change in Patient Relations, as you just described, to where it's educational, and inviting for patients. You talked about. We talked about the paradigm shift that this means for new opportunities for doctor, we talked about those opportunities in the form of business, we talked about the change not just in patient acquisition, but also how patients move through the treatment process by having a two way access to information and multi channel. How do you want to conclude right?


Dr. Roohi Jeelani  59:10

It's I think it's key that you are very proactive and educate in whatever format. They're thirsty for education, you educate them and they'll make well informed decisions with your guidance.


Griffin Jones  59:25

You are leading the charge in my view, as far as I can tell, and people are wise to follow you. We will include your handles in the show notes and of course, we will tag you and they should follow you because they should see the changes happening in Patient Relations through your eyes and through your patient's eyes. Dr. Jeelani, thank you very much for coming back on inside reproductive health. 


Thank you for having me.


59:54

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take out mission to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health




163 An Integramed Autopsy & An REI’s Entrepreneurial Rebirth

This week, Dr. John Schnorr joins Griffin to break down what transpired when he and his colleagues found themself at the bottom of the Integramed fallout. What happened to his clinic and his patients through the unraveling, how did it influence his career path afterward, and what entrepreneurial venture did he undertake as a result- all on this week’s episode of Inside Reproductive Health. 

Listen to hear:

  • What happens when another company is the employer of your employees-and they close their doors overnight-without paying you-or anyone else.

  • What considerations you should make before you enter into an agreement with any company- especially when the rules for assignment change drastically under the umbrella of bankruptcy law. 

  • How Dr. Schnorr rose from this downturn, and continued down an entrepreneurial AI path which has the potential to significantly impact the industry down the line. 


Dr. Schnorr’s info:

LinkedIn: www.linkedin.com/in/john-schnorr-md

Twitter: @JohnSchnorr1

Company: www.cycleclarity.com


Transcript




Dr. John Schnorr  00:00

They ended up going chapter seven, which has gigantic implications for the patients and for the fertility practices, because now they're going to disappear. And part of the thing that really challenged us the most is they had captured all of our revenue. So they had taken all of our revenue, they had all of our patient deposits. We didn't have any of our patient deposits. Patients wrote checks to Costal Fertility, they didn't write them to IntegraMed, we're not going to be able to go back to the patient and say, No, you made the check to the wrong person. You know, you need to pay us again, we had to, you know, provide care for service for monies we never received.


Griffin Jones  00:41

RIP Integramed. We go through what happened with Integramed from one practice owner's point of view the rebirth from that my guest today is Dr. John Schnorr. Dr. Schnorr finished fellowship from the Jones Institute in 2001. He joined a group called southeastern Fertility Center at that time as an employed physician became a partner there split off with a partner of his to form his current practice coastal fertility. They were an integrated practice. Now they're not they're independently owned. We talked about what that was like when another company is the employer of your employees and they close the doors. Almost overnight. We talk about the rebirth from that we talk about the landscape of of what it might be like to go with another group versus staying independent. Dr. Schneider has been involved in different entrepreneurial ventures. Now he has a venture focusing on one of his own pain points with the time that it takes for snog furs and other clinicians and other staff to go through the ultrasound process. We talk about that venture and the idea of moving forward as an entrepreneur as an REI. So hopefully this gives some career path ideas for some of the physicians listening and hopefully it also makes some connections. Dr. Schnorr. John, welcome to Inside reproductive health.


Dr. John Schnorr  02:11

Thank you. I'm excited to be here with you today.


Griffin Jones  02:13

I'm interested in having you because you're an entrepreneurial document involved in different ventures, you've been a senior partner in your practice. And so I would like to explore that business route. But let's maybe start with your timeline. You were you. You've been independent. You've been corporate, you've been independent. Again, you've you've been involved in other ventures. So let's start. Maybe not from the beginning, beginning but let's start after fellowship. How do you find yourself in private practice?


Dr. John Schnorr  02:44

Well, I start I did when did fellowship at a place called the Jones Institute in Norfolk, Virginia, came out in 2001. And then I came straight to Charleston, South Carolina, where I am now I joined it at that time, a practice called southeastern Fertility Center, who at that time was run by a physician, Grant Patton and I became an employee and eventually a partner at Southeastern Fertility Center. And it's in Mount Pleasant, South Carolina, which is one of the suburbs of Charleston, South Carolina.


Griffin Jones  03:12

Were you the first employed doc?


Dr. John Schnorr  03:15

There? I was not. So there was another employee doc here at the same time, who actually I think, was even a partner by the time I got here. So there were two partners at the time, and then I was an employed physician.


Griffin Jones  03:26

And how did you choose them? I know that we're used to a time where there are job openings all across the country. Dr. Chen and Dr. Lee have talked about times earlier than when you exit fellowship. Where are you guys? We're, we're delivering babies because there wasn't any job. So what was the landscape like in 2001?


Dr. John Schnorr  03:47

It's a good question. When I was getting out of fellowship in 2001, there was not a lot of demand for reproductive endocrinologist. So there weren't a lot of job openings. I did have a couple of different offers. I had two young daughters at that time. They're now older daughters at that now, but at that time, they're younger daughters, and I wanted a wholesome place to raise kids that I thought would be a good environment to live. Were from the West Coast. I'm from Arizona, but we just felt that Charleston had the right feel to it. And importantly, I wanted an academic connection. And I joined the Medical University of South Carolina part time while I was also a private practice physician at Southeastern Fertility Center, and eventually became the Division Director of musc. And I've now been their division directors since 2003.


Griffin Jones  04:34

So did southeastern become the practice that you're a part of today or did you leave in form another?


Dr. John Schnorr  04:42

No, it melted down in a partnership dispute around 2012. At which time we then started our own practice called Costal Fertility specialist I'm in right now. And I have thought for other doctors that I work with at Costal Fertility specialist.


Griffin Jones  04:59

So Did some of those folks that went on to start coastal with you were they at Southwest southeastern at


Dr. John Schnorr  05:05

the time, one of them was one of them was. So he was with me at Southeastern Fertility Center. His name is Michael slowy. He's from RMA in New York and came actually over to join us in 2009. And then in 2012, we together work to join to make coastal fertility specialist.


Griffin Jones  05:24

Were you a partner at that time at Southeastern? What did you learn from the partnership dispute that you decided, Okay, I'm going to make sure that we're we run our group as we move forward this way, what were some of the important lesson? Yeah,


Dr. John Schnorr  05:39

that's a fair question. It was a partnership, which was run by a physician who was probably 65 years of age when I came to town. And he wanted to continue working. And I think there was some reasons to believe that maybe we should part ways. And so we and the new practice called coastal for coastal fertility, elected that if you're greater than 70 years of age, you need to sell your shares back to the to the company and the company will then employ you at will if they feel that's the right thing to do. So that was one of the core decisions made for the new practice and the new practice. Kosta, fertility is very kind of socialized in a way that we share probably 60% of the revenue, and 40% of the revenue is based upon productivity. And that makes it so you're not competing against your partners, and you kind of it's all All for one and one for all but you still get rewarded for some productivity.


Griffin Jones  06:33

How did you learn to make a model like this? Was it all trial and error?


Dr. John Schnorr  06:38

I kind of thought a little bit about what what did I want out of a practice and I wanted a partner who was a partner, not a competitor, I wanted a collaborative effort. I tend to be a little bit capitalist by nature, that entrepreneur spirit is a little bit capitalist. And that's not my nature to have a socialized kind of approach to things. But I thought it would make it more comfortable and easier. And I think for a successful practice, there's plenty of money to give around. And if you were to craft some crazy, wonderful agreement, so you make an extra million or $2 million in your life. My bet is that doesn't change who you are at the end. And it's the partnership. It's the friendship, it's the collaboration, it's the fun, that changes who you are. And that's the spirit that I wanted to create. So we created a buy in practice, which is fairly easy to buy in because we wanted the best physicians, and we want it to be attractive for them to join us. I've been very lucky with the doctors who have joined me over the years.


Griffin Jones  07:33

So that started with yourself and Dr. Silva in 2012 2012. Dr.


Dr. John Schnorr  07:38

Slowly came in 2009. We formed Coastal Fertility Specialists in 2012. Don't quote me on the exact numbers, but Dr. Heather Cook joined us, I think in 2014 2015, she is now a full partner. We have Dr. Jessica McLaughlin who joined us, I think in 2019. She's now a full partner. And we're lucky enough to have Dr. Carrie Riestenberg, who joined us about three or four months ago, and she certainly on our partnership tract also.


Griffin Jones  08:07

So at what point did Integramed come into the picture?


Dr. John Schnorr  08:13

So when I was a partner at Southeastern Fertility Center, we I think my partner and I, at that time, agreed that administratively we were weaker than we were clinically that we were clinically probably a B plus to a minus grade practice. But administratively, we didn't have some of the skill sets to really administer a practice like that. We thought we might be a C or a C minus administratively. And so our senior partner that time was very interested in Integra med. And in 2007, we became partners of Integra med. The partnership at that time was what's called an MSA or a medical service agreement. That time importantly, entanglement was a publicly owned company that was traded on the stock market. There were probably 30 Other practices who are partners with Integra med. They got a percent of our net revenue, I think that percent was 6% of our net revenue or gross revenue, actually, they got 6% of our gross revenue. And then in that deal, they got 15% of our net profit.


Griffin Jones  09:16

Can we clarify medical service agreement for the audience? Because I think some people think especially maybe some of the newer Doc's think that Integra mat always had an equity model, like many of the networks today do and they did have that model. They did take equity in some of the groups that they worked with, but sometimes they also just had a management verb service agreement, and you talked about medical service agreement. Can you tell us about what that is?


Dr. John Schnorr  09:45

So it was an agreement of medical services that we were going to provide they kind of let us be the doctors and they were the administrators, they actually employed all of our staff. So our staff were no longer really employees of southeastern Fertility Center. They were employees of Integra. permit which will become important later on down the road. They actually manage all of our revenue, meaning that when a check was written to southeastern Fertility Center that got handed to Integra Matic, I put it into an Integra mat account and tigerman within pay all of our bills, and then the the income would come back to the doctors at the end. So whatever profit was available at the end, was given to the doctors got 85% of the profit and Integra mat got 15% of the profit. So that's how that agreement worked. And, you know, honestly, for the first couple of years, they did make us better, you know, they did provide advertising and marketing ideas, they provided management for our Executive Director, they provided decent health care benefits for the staff a better 401 K for the staff. I mean, for the first couple of years, it was good. It wasn't perfect. I mean, they wanted us to kind of you know, not be southeastern fertility as much as they wanted us to be in Tiger match. So there was some kind of loss of identity. And we weren't totally comfortable with that. And they tried to push things that we didn't necessarily want. But I think it's probably pretty typical in a relationship to have some give and take. And for the most part, I think integrity had made us better. And a lot of my business ideas and concepts now probably came from a lot of their teachings along the way.


Griffin Jones  11:16

And so for the folks listening, what you described, part of what you described is a professional employment organization a PEO on the employee side, when Dr. Schneider says that the employees were employees of integrity said that's actually very common. It's very common for organizations between, let's say, five and 200 full time employees to join a PEO. The PEO then becomes the employer. And they're the ones cutting the paychecks they have, because that PEO has 1000s and 1000s of employees, they get better deals on 401 K and health insurance, they broker that type of thing. And that's so that's very common for medical practices, law practices, any type of business between five and 200 people that you said that was it South Eastern, so does that carry over as you went and formed?


Dr. John Schnorr  12:08

Right? So that's a good question. So southeastern kind of melted down around 2012. And at that time, we were forming coastal fertility and Tagore. Matt wanted to be part of coastal fertility, not the old southeastern. And so we crafted an agreement to be part of integrity and moving forward. And that was a very conscious decision showing at that time and temperament was very good for us. We thought it made us better to be part of integrity and and we consciously elected to continue to be part of integrity and in 2012.


Griffin Jones  12:37

So this is still part of the years where, where it's going well for being in that relationship, when and how did things start to change? Yeah.


Dr. John Schnorr  12:47

So you know, the first we got when that things were changing a little bit foreign Tiger men was when they got purchased by a private equity firm. So a private equity firm, called safeguard and September of 2012, purchased all of the public stock that was available, and took Integra mat private at the time. So guard at that time, was a private equity fund, out of Montreal, and actually was owned by a publicly held company called Power Corp, which was also out of Montreal. And I remember very vividly when that announcement happened. We were at SRM and San Diego and they announced this new kind of sale where this was all going to be taken private. And the goal was to get all these additional revenues because they're now private, and then responded back out into the public service for sector for more money. And so everybody was kind of make good money off of that. And we had a big meeting about all of it. And, you know, one of my questions to them was at that time, Warren Buffett was a very kind of leadership person in the field of investment. I simply said, Are you guys buy in long term hold or are you kind of a buy and flip, and they said, we are 100% Warren Buffett, we are going to be in it for the long run. We got you guys got good leadership. Nobody ever says buy and flip do they buy and flip wasn't a word that happened. New Leadership did get brought in some very wonderful people got brought in to Houston, a lot of really neat people who kind of really helped get entanglement up to a better footing. I do think that there was some improvement over the first couple of years. But we started to know that notice that leadership started to leave over time. And so I'd have to think just kind of rolling out numbers 2018 2019, we started to see a lot of turnover of staff. I think I later learned that there may have been a lot of debt put onto Integra mat that they were servicing a fair amount of debt. And so there was a little less profit leftover and maybe some more challenges, kind of keeping things moving forward. So we kept noticing the people we used to interact with weren't there anymore, or they had more roles than they had before. So We started to over time and you know, 2018 2019 got less benefit out of Integra mat. So there'll be less marketing activity, there'll be less insights and people come in to teach us how to do things better. And so I think at some point, we started seeing diminishing return out of entanglement.


Griffin Jones  15:17

Do you have any insights as to why companies do that when they purchase a company that's listed on the stock market, they take it private, I can only think of a handful of examples, cigar doing that with Integra mat. My first employer was clear channel, which is now I heart media, and they were a publicly traded company. And then I believe the Marx Brothers purchased them and took took them back private. Of course, everyone's talking about Elon Musk and Twitter right now. And so those are the examples that I think of why what's the strategy behind that? Do you know,


Dr. John Schnorr  15:50

I think, I don't know for sure. But I think the strategy was to bring revenue in from other sources where, you know, you now have 30 practices, and maybe all 30 practices, which use the same genetic testing lab and they use the same pharmacy, should you be able to pull all this money together so that the revenue could increase, you maybe you can make decisions a little bit quicker than a publicly held company, and then flip it back out into the market once you really amass more income. So it was about making more money. And, and again, this was a private equity firm, who I think was primarily interested in just that.


Griffin Jones  16:24

And so it gets to be 2018 2019. You're seeing changes, then what happens?


Dr. John Schnorr  16:31

So, you know, we started, you know, having some dissatisfaction within our practice about Integra mat, but didn't take any action on that. It's my understanding that eventually Integra mat decided to put themselves up for sale, that over time, the company that owned regard called Power Corp actually had been writing down in their annual financial reporting. Between 2017 2018 I think they were writing down the value of Integra Mattis, who saw the value declining, and they would make statements that they've had some unsuccessful acquisitions and the costs required to reinvest in the company has lowered profitability, and they kind of lowered the value over time. And actually, they put themselves up for sale, I'm guessing 2019, certainly by 2020. They were for sale. And it's my understanding, they had a bitter, we're pretty deep in negotiations, right around the time that COVID happened.


Griffin Jones  17:29

And so then COVID happens. And I know some stories from other folks where they found themselves without a payroll company overnight, they found themselves without HR overnight. And, and as you talked about your employees were at that point in, technically employees of integrity read, so COVID hits and how does it unfold? So it


Dr. John Schnorr  17:53

was really tough for us. I mean, COVID was tough for everybody. But you know, right. When this started going, there started to be national recommendations that the fertility practice has stopped practicing fertility for a while, or at least slow down and what they're doing. And a lot of really great practice chose to do that. And I respect that decision. I mean, I totally understand that decision. But entanglement made their money off of the practice of reproductive endocrinology. So if you stopped seeing patients, you stopped billing, if you stopped billing, you stopped getting collections, if you stopped getting collections, the revenue was kind of dry up for entanglement. And I think they, they frankly, saw that coming. We were one of the practices that didn't stop seeing patients, we continued, we continued at the same pace. We added a lot of security measures, we didn't have any patients get COVID We didn't have any doctors get COVID. We did it safely. And very importantly, we did it profitably. We were profitable every single month. But what we started noticing is COVID kind of really hit around March, around April, we had vendors calling us because they weren't getting paid for the invoices they had out. We had vendors actually starting to deny us services because our invoices weren't being paid. And, you know, we would call Integra mat and say, look, we've been profitable, you guys know, we've been profitable, why aren't you paying our bills, and they would say, well, we're gonna pay your bills. And then we got to the point where they weren't paying the doctors, they were paying the staff, but they weren't paying the doctors. And so by April or so the doctors were digging into their own pockets, to pay the vendors so that we could continue to provide services, and they weren't getting income. So it was a double hit. We weren't getting income, and we were going into savings to try to pay the vendors and that culminated in what became a bankruptcy filing by Integra Med, which was in May of 2020.


Griffin Jones  19:45

And so at this point, you're you've got you got vendors coming for you, you you have to I guess make changes. And for those listening the bankruptcy that was filed in May of 2020 was chapter seven. And for those that don't know chapter For 11 means that you can restructure, you go through bankruptcy court you, you build a plan and you, you put your debtors in positions and you come up with a plan to pay them off and eventually emerge from bankruptcy. Chapter Seven has closed the doors. And so you get so in April, you're already having to dig into your own savings, you're already not getting paid, and then made 20 of those. Yeah. And now we're, we're gone. So how did you begin to replace the infrastructure?


Dr. John Schnorr  20:31

So and so you're exactly right, Griffin. I mean, when we started getting when that bankruptcy was a discussion, we went met with our local attorneys and told him what was happening and that this should be chapter seven. And I'm not kidding. They consistently laughed at us as a bunch of naive physicians, which we probably were that healthcare companies don't do chapter seven, they would do chapter 11. And then I was saying, honestly, I really think there's gonna be chapter seven, no, no, no, they're gonna do chapter 11. Here's how we're going to handle that. Well, they end up going chapter seven, which has gigantic implications for the patients and for the fertility practices, because now they're going to disappear. And part of the thing that really challenged us the most is they had captured all of our revenue. So they had taken all of our revenue, they had all of our patient deposits, we didn't have any of our patient deposits. Patients wrote checks to Costal Fertility, they didn't write them to IntegraMed, we're not going to be able to go back to the patient and say, No, you made the check to the wrong person, you know, you need to pay us again, we had to, you know, provide care for service for monies we never received. And adding insult to injury, they had a guarantee Money Back Guarantee program that they had sold to patients called IVF. Attain, in which the patient would receive a lump sum check, and be given up to three IVF cycles and your money back if you don't give birth. And those were contracts to Integra man, that we felt obligated as physicians running a practice to comply with. And so we ended up providing free care to a lot of patients who had paid us in advance, we never got any of the money and Tiger Man has the money, and we didn't receive any of it.


Griffin Jones  22:12

And how did you replace your your What did you have to replace in terms of the administration? How did you do that in


Dr. John Schnorr  22:20

everything, everything. So Griffin, within about two weeks, we had an EMR that was run by Integra men. We had all of our employees had to go over to coastal fertility, Costal Fertility had four employees at that time, they were the doctors, we had to absorb every employee, we had to actually get a payroll system put in place for all that we had to work our way out of that EMR into a new EMR along the way. And then we had a gigantic legal battle, which was on our doorstep, which we didn't see common either, which was something that became a formidable experience for us. So I have great partners, and everybody was divvied up with a task. One partners task was to find a new EMR and other partners task was to help onboard the new employees. And my task was to be part of this kind of upcoming litigation so that we could survive this.


Griffin Jones  23:13

And so you that that sounds like a great lesson and leadership, by the way of, hey, we've got five fires and four partners and associate or whatever, that or whatever it is, and and breaking that apart. And so as you're, you're you're coming through all of this, then I guess it starts to think about next steps. Were you thinking about how do we emerge from this at this point? How are we going to restructure or in these early months is it simply just keep the ship above water?


Dr. John Schnorr  23:50

Well, what I learned if I'm the first business, southeastern fertility is that when we were melting down, we believed at Coastal fertility, that the patient was going to get us through this, that the one who won the patients was going to win the revenue and was going to survive. And that was true for southeastern Fertility Center. And when we came to the bankruptcy meltdown, we decided we were always going to do what's right for the patient and provide the care that they paid for, even though we didn't receive the money. And so our vision was continued to provide great care, continue to take care of our staff who provide the great care, and along the way, figure out the rest of it. And so that's how we manage that. And there were some very down days and hard times getting through it. But we ended up frankly, as a better company than we were even while we were under entanglement.


Griffin Jones  24:39

So then you start to rise from the situation and people went in different ways. Some groups formed a new group together from entanglement. Some groups stayed independent. Some groups went all different kinds of ways. They sold to new networks that were coming they merged with the practice across time. And they sold to the dock that was in the other city and wanted to come to their city. And so how did you decide the route that you ended up taking?


Dr. John Schnorr  25:09

Right? So so that legal challenge that was presented to us is one that we didn't know anything about, which is that of course, and bankruptcy, the job is to sell the assets and then provide whatever money you get from that to the people who are owed money. And it was considered that an asset to the Integra man was our contract with integrity meant, meaning that in theory, our contract had value. And that value would go to the highest bidder, meaning that our contract would be put up for sale. And the challenge with that is that our contract have voting rights with it. So Integra mat got a full 50% vote at our meetings. So in theory, our contract could be sold to our competitor, who could then come into our boardroom and make whatever vote they wanted and force things to happen, because they outbid somebody else for our contract. And so that became uncomfortable for us. And we ended up working with some of the other practices who were part of Integra Med, in a legal effort to win our contract through court, unfortunately, is, you know, not by accident, bankruptcy was declared in Delaware, which is considered the state most favored for the bankrupt party. And so this all went down in the state of Delaware. And in Delaware, they appointed a trustee who was in charge of liquidating the assets. And the trustee, consistent with prior legal history, decided that our contract was an asset and our asset was going to be put up for sale. And we had to fight that and we had to fight that so that we could become close to fertility itself, not part of another person who could be our competitor or necessarily somebody that we didn't necessarily want to work with. And that became a formidable challenge for us and legal dispute that probably lasted upwards of six months.


Griffin Jones  27:03

I'm not a lawyer, but it sounds to me like the argument would be breach there. No, that's


Dr. John Schnorr  27:09

right. What and our contract it said that you couldn't assign our contract to somebody else. But in bankruptcy court, you can throw that out. So in bankruptcy, a lot of normal contractual agreements can be thrown out of the contract. And the way we want it is actually through a tennis star. So this is kind of an interesting story. It turns out that I think it was Andre Agassi. I'm not totally sure about this. But he had a contract in which he was going to do marketing for a sports apparel company. And that sports apparel company went bankrupt. And his contract with a sportswear company got sold to another company, for example, Danny's. So now Andre Agassi was going to have to mark it for Danny's, for example, and I kind of made up Danny's instead of the sports apparel company. And Andre Agassi argued that that's a personal service agreement. And appropriate personal service agreement is an agreement that involves a relationship of personal trust in which the character reputation skills and discretion are necessary to render that performance. So he's basically saying I agreed as a tennis star to work with a sports of our company, I didn't agree to work with this restaurant, and therefore you can't give this contract to the restaurant and in court. And that legal challenge, he won that. And so that was a precedent by which our attorneys argued that in some ways, the physicians are performers with specific skills and talents involving personal trust relationships with the patients, which require character reputation, skill and discretion, and therefore, assigning that to somebody else would be an appropriate plus, considering that who you're assigning it to would get 50% vote in your practice. Fortunately, the judge saw that favorably in our way, and agreement was crafted in which we got to get our own contract back, we essentially bought our own contract back. And we bought it by providing the free care to the patients and honoring the shared risk agreements that were already put in place by Integra med. So I think the judge wanted to be fair for the doctors, but also fair for the patients. And I realize I'm a biased person in this discussion, but it seems like it was fair, and that the patients did well, and the doctors got the contract back and got to run their own practice.


Griffin Jones  29:33

Listen to that doctors, you might never have thought that you could someday have a career parallel because of Andre Agassi. And yet, and here it is. That's fascinating. You could you've ever predicted something like that would have an impact. And maybe you read that years prior in the Wall Street Journal or something and thought, Oh, that's interesting. And you flip the page on to the next story and And lo and behold, it's Sunday, it has tremendous significance.


Dr. John Schnorr  30:03

I mean, what I was really impressed by the leeway bankruptcy judges have that they can take things you agree to in your contract and say, No, we're not gonna honor this, we're not honor that, like literally in our contract said you cannot assign this to somebody else. And bankruptcy court, they say now that doesn't exist, we're going to take that out. So the ability to rewrite agreements during bankruptcy, I'm sure there's good legal reason for that. But it's something that I didn't understand. And I didn't understand that our contract would become an asset that would be up for grabs. And so that was a little bit of a journey and stressful at times. And, you know, we kind of got through that and got our own contract back and to be able to function at Coastal fertility on our own and done very well with that.


Griffin Jones  30:45

That is fascinating. I wonder if there is ways of crafting language for bankruptcy courts or for that potential contingency? Oh, I have to bring a lawyer on the show to talk about that. But I wanted to ask you, what do you suppose the conventional wisdom was behind when when advisors and and lawyers said Ah, there's that they won't file for Chapter Seven everybody files for chapter 11? And health care? What do you suppose was the the logic behind them thinking that


Dr. John Schnorr  31:18

why they went chapter seven instead of 11?


Griffin Jones  31:20

No, not the not not entanglement, filing Chapter Seven, but rather wide? Why good counsel, that that Utah lawyers, advisors, people that know the business? Well, while they were almost certain that they would file for Chapter 11, thinking you're crazy for thinking that they would file for a Chapter? Well, I


Dr. John Schnorr  31:37

think it's because 98% of the time, they're right in chapter 11. So I think it was just based upon the statistics and how uncommon it was for a healthcare company to do chapter seven.


Griffin Jones  31:46

And is that simply because healthcare tends to be better pay, they tend to be able to get lines of credit more easily, or, or, or get revenue streams back online more easily. And let's say it's an entertainment company, it could be, it could theoretically be anything, it could maybe it's maybe it's a bust brand, maybe it's a,


Dr. John Schnorr  32:06

I'm guessing that the margins were thin enough that they didn't see profitability, and a new company realizing you can wipe away the debt, the margins were still thin enough, and they were challenged enough that they didn't think it was going to be a viable company, even after bankruptcy.


Griffin Jones  32:21

So then some people form a new group other people sell to other groups all over the place, some people merge. So far, you have remained independent, is that right? That's right. That's right. Is that for the foreseeable future? Or? Yeah, that's


Dr. John Schnorr  32:39

a good question. I and honestly, I have a lot of discussions with my current partners, that I think being part of a network can have a lot of positive effects. I mean, we know the negative stuff now after going through all that. But I think the positive is the collegiality, the meetings, where everybody kind of meets together the new freshing ideas about marketing and administrative support, and maybe negotiating on insurance contracts, I think there can be a lot of benefits. And so I still see those benefits, but we also see some of the dangers along the way. And, you know, I think that the important thing that I learned from this is that, you know, venture capital can be good private equity can be good, I'm not against them at all. I think there's some great examples of that being successful. But I think the most important thing is whatever you get into make sure that your interests are fully aligned, that sometimes they're not aligned. And if they're not aligned, if one person is about the money, and the other is about the patients. I think that's right for challengers. I also think it's important to control your own revenue. I think one of the challenges we had is we weren't capturing our own revenue. I think one of the things we did well is we maintained our brand identity, and our reputation and our brand loyalty. So when we did separate from Integra mat, they still knew who coaster fertility was. And I think having an out in your contract keeps it fair, I think it keeps it honest. The ability to have a divorce kind of keeps everybody interested in working together, knowing that somebody could leave if it wasn't working out. So you know, contracts that are quote, evergreen and go on forever without an out. I'm leery of those type of contracts. I think those are contracts that have challenges with them. And I do think all contracts should prohibit assignment. Now. We talked about that not being helpful in and bankruptcy core, but maybe at some level, it's nice to have that around so that they can't assign your contract to somebody else.


Griffin Jones  34:38

We've talked a little bit about that on the show before having an assignment or no assignment clause. Does that preclude some folks from from wanting to buy in to a fertility center though some companies from wanting to buy a fertility center if there's no assignment because hey, if my goal is I want to flip this and three and a half years, I have to be able to assign I have To be able to sell. So would would, could that potentially diminish the multiple that someone received on their EBIT? Da? I guess it makes sense. Well, that's one that that's a possibility. But for all the reasons that you brought up, it's something that you really want to think about. And especially because I'm, I'm completely speculating, but now we have how many networks 910 11, some, some, somewhere around that ballpark somewhere. But I attended 12. And a few years ago, we had a few, I don't think we're going to have 10 to 12. For a while, I don't think we're going to have 18 to 20. Even if we do get close to that number for a little bit, I suspect that these folks are going to be gobbling each other up pretty in the relatively near future, because eventually, there's just not enough practices to buy. And the only way that you're going to be able to acquire other practices is by acquiring the parent company. And in your case, I, I don't need to, to tap your phone calls, I know that you're getting I know that you're getting calls because you're a five Doctor group, and you're in a non mandated state and you've run it so profitably. And so what what is made you not say yes, up to this point?


Dr. John Schnorr  36:15

Well, and so we have received a lot of a lot of calls I know every practice has. And there are some that were interested in and some were not the ones we're more interested in, have a more collegial aspect, which will be kind of they present a toolbox of options, and you choose from the options you like. And if you don't like some of the options, you don't do it. And they give you a little bit more autonomy along the way, and you get to control your own revenue. And, you know, those are the models, we tend to like a little bit more. And so we're continuing those discussions. But we're still very early on in any of those discussions.


Griffin Jones  36:48

Well, let's talk about other entrepreneurial threads that a physician can pull, whether they own their own practice or not. But I have often thought that when you either work for a company or you own a company, you get to at least form a good hypothesis for what could be a market need based on your own challenges. And so you have done that in the in the cinematographer space and, and perhaps others, but I just like to hear about what you're delving into now and what got you into it.


Dr. John Schnorr  37:24

Right. So I've always kind of had a little entrepreneurial spirit, and I've always wanted to try to make the world a better place. I'm the guy who was always trying to think about what's the pain points now and how do we make those pain points better? And I've always found I remember back in my fellowship days, one of the pain points was doing ultrasounds of follicles. That when we were doing that I was the doctor considered measuring big. So whenever they looked at a measurement that snorted, they would say, well, it's you know, he measured 19 millimeters is probably 17. Or, you know, they would always kind of discount my measurements. But we'd have other fellows that they said, Well, he measures small, so we're going to add to him. So we're always kind of using these kind of fudge factors and kind of measuring follicles, and also thought it was a fairly tedious process measuring these follicles. And so around 2019 or so I was reading The Wall Street Journal one morning, and there was a big article that showed that artificial intelligence and this prospective study was able to identify breast cancers as well or better than radiologists looking at the same mammogram images. And those images that were put up honestly, I looked at I couldn't figure out where the breast cancer was right. I mean, a reproductive endocrinologist don't have a lot of training in that. But AI is seeing this breast cancer as well or better than radiologists. So I thought well, to me, that's fascinating, right, a second pair of eyes on a breast cancer very important. What could it do in the space of reproductive endocrinology. And it dawned on me that maybe we could use ultrasound and apply artificial intelligence to the ultrasound images, so that we can identify and measure the follicles within the ovary with the benefit, maybe we can do it faster. But also maybe we can standardize it. So there aren't people who measure big and small, they're just people who measure kind of that standard measurement. And so, you know, being the entrepreneur, I didn't want to put a lot of money into without seeing if it was, you know, patentable or already patented by somebody else. It was open space, we were awarded three patents and the ability of artificial intelligence to see follicles. We then went in search of an artificial intelligence company who could help us do this. And of all places in the Ukraine. There is an artificial intelligence group that was measuring with artificial intelligence when the football went across the line. So they're able to track a football going across the line. They're working with backup cameras from cars, they were doing a lot of really neat things. And they thought that they could help us with this project. So we started a pilot project where we just looked to see if we could do this and track a follicle. It turned out to be successful. And then with a whole team of annotators, literally, we annotated 19,000 Varian images, they had over 90,000 follicles where you're showing repetitively where a follicle is within the ovary so that artificial intelligence can learn what a follicle is and what a bladder is, and therefore more accurately read the ultrasound image of the ovary.


Griffin Jones  40:24

How did you find the team to work with in the Ukraine in Ukraine is at this point, are you are you googling artificial intelligence developer


Dr. John Schnorr  40:33

and started with Googling, and then have friends who are in the space who were using AI and maybe the legal field and other areas who would point me in directions and, you know, we would kind of interview each other to figure out what they've done in the past talk to their references can figure it out, and then put a small amount of money into it to figure out if they can actually get a private pilot off the ground and see if it's successful at an early level, it was very inaccurate, early on. But the proof of concept that we could track a follicle and see a follicle and discriminated from the bladder was what I needed to know. And when my belief was, as I annotated more and more and showed it more and more, it would get more and more accurate. And in fact, that happened to the point that our accuracy rate went to above 92%. With a dice score, which in artificial intelligence is the way you measure the accuracy. It's a combination of accuracy, precision, and recall, that gives you this dice score. And to get a dice score above 85% is good. We got up to 92% by annotating over 90,000 follicles now, that was a mind numbing process. And I reviewed every one of those annotations to make sure they were done accurately so that we had an accurate platform on the other end.


Griffin Jones  41:44

Are you bootstrapping at this point? Are you talking to VCs? So and and even now are when you said you've got patents, I immediately thought oh, they love patents on Shark Tank. Every time somebody uses the word patent on Shark Tank, the sharks get reengaged. And so that made me think of venture capital are you talking with with VC now? Are you hoping to continue to bootstrap?


Dr. John Schnorr  42:07

Yeah, certainly, we'll talk with anybody it's been bootstrap now. But we'll talk with anybody. The challenge that we didn't see common Griffin, was that the FDA considers software that reads a medical device or medical image, it considers that a medical device. So the FDA says that they have to regulate our software just as if it were a hip implant. So that was a challenge. We didn't see common. We ended up doing five clinical trials to prove to the FDA that we had an accurate safe product. And we received FDA clearance in January of 2021. So this is now a product that's available on the market called cycle clarity.


Griffin Jones  42:48

And so at now, you're beginning to to unroll the product did start with using it in your own practice was was getting your partner's to adopt a part of you. I mean, when you were when you were quality checking the AI, you were doing it yourself. But in terms of adoption, were your partners, the first people that you are trying to get on board.


Dr. John Schnorr  43:12

And so you're right. So the FDA is jurisdiction is you can you write your own software, you can use your own software, but you can't sell your software until you get FDA approval. And so we have been using this artificial intelligence application since kind of early 2021. And so it's now been functional at our office for a significant period of time. And I have great partners who I think probably were a little leery at first with what I was doing. And they kind of gave me a little leeway. And I think now they look at this is an indispensable resource within our practice that it allows us to do a variant ultrasounds that take 10 seconds per ovary, literally, you put the probe in, you push the button, it scans to the ovary, it feeds the results directly to the EMR, it does the same to the left ovary. And what an ultrasonographer will do is they'll come in the morning, they'll do maybe 20, back to back ultrasounds each taken a minute, two minutes, three minutes, around 10 o'clock. Once their morning's done, they're gonna review each of the images takes about a minute to review each image, and then it gets put directly into the EMR, what my partners will tell you the greatest value is or the second greatest value is that anytime any day they can review every one of you have any images from top to bottom to make sure as accurately read and try to correlate any differences between estrogen levels and progesterone levels. It gives a second look a second opinion. And I think they would tell you that's probably one of the greatest values.


Griffin Jones  44:44

Have you ever done a side venture like this before where the where it wasn't just the main business in your main business being the practice? Have you done ventures like this that aren't the main business in the past?


Dr. John Schnorr  44:58

I have I was fortunate to be part Part of donor egg bank USA, which I've learned a lot from Michael Levy, who is a great person and created a great company with Heidi Hayes. Prior to that, I had written some software for OB GYN training for their board examinations. And so there are many different times when I've kind of done things on the side that have been beneficial. And I've enjoyed that I enjoyed making things and building things, and watching it grow in a way that you're impacting millions of people, rather than that one person in front of you as a physician day in and day out.


Griffin Jones  45:29

What big differences do you perceive, if any, between starting a venture in a space that's relatively unexplored? It's it's, it's a new technology taking over for something that is analog and inefficient, versus starting a proven business model, like an REI practice? What differences do you notice it's the


Dr. John Schnorr  45:51

risk model and the lack of guarantee, and it's the capital investment. I mean, a lot of capital was invested in this artificial intelligence company, where probably somebody would have given us a 5% chance that we can even create a platform that works much less read it accurately. So I imagined going into this, it didn't look like this was going to work very well. But as it started to build, and we got more and more smart team members involved, who all had their own expertise, I mean, we have a chief technology officer who's amazing senior engineers that are amazing. We have a data scientist specialist, we got a Chief Operating Officer, we have medical device reps, who are integration specialists. We're now in seven different web contracts with all the large major networks except for one. And we're in seven different locations, we have 17 different offices. And right now we have over 45 different people doing ultrasounds. And importantly, they all offer Sam with the same degree of accuracy because there's AI doing it. So you know, the benefit becomes, you no longer need to be a physician working at the bottom of your license doing, you know, follicular ultrasounds, you can be a medical assistant working at the top of your license with cycle clarity, getting the same measurement accuracy as to reproductive endocrinologist, while the reproductive endocrinologist is now seeing patients. And our own studies show that we'll say four hours of physician time per day, four hours per day, for a clinic doing 1500 or more cycles per year, and IVF, allowing you to see more patients to maybe do more surgery, do more retrievals and let the medical assistants do or even the ultrasound ographers do the scans. And then if you have any questions about it, when you do STEM review, every one of those event images will be there for you to see from top to bottom.


Griffin Jones  47:39

I've recently had Dr. David sable back on the show. And the thesis behind his investing strategy is that we have to be able to expand the number of people that are served by art in the country and worldwide, and that the quality cannot decrease as cost decreases that the current standard for quality has to be the standard cost needs to be lowered from there. And technology lifecycle clarity has to be a part of that solution. It sounds like what you're working on has a piece of that really well thought of. But when I see challenges of models like that being adopted, it has to do with clinic workflow, and that there's just so much variance in clinic workflow, that there have been really good tech solutions, and some of them are still out there. And some of them are being adopted, but many of them not as fast as I think that they probably ought to be. And it's because there's so much variance in clinic workflow. How do you overcome that?


Dr. John Schnorr  48:45

Well, and I think you're I think you nailed it, I think our greatest challenge is synthesis change. And even though it's positive changes change, and change is hard. And change takes inertia. And it's got to be painful enough that you make that change. And so our job is to find clinics with good leadership from the physicians who say this is going to be a positive change moving forward. We're going to implement this we want to you to put effort into this ultrasound, ographers gnamaize, and physicians to make this work. And with effort we've been able to show it coastal fertility and now seven other centers that it works very, very well. And at Coastal fertility. What matters the most is the number of eggs retrieved. The maturity of the eggs retrieved the fertilization rate, all the embryology endpoints that matter the most were unaffected or improved by using artificial intelligence. So this application can help you forecast when to do the egg retrieval when the most number of embryos are going to be there and how to improve pregnancy rates. And importantly, it uses the center's specific own embryology data through our data science experts and artificial intelligence to figure out when the best time is for each particular clinic.


Griffin Jones  49:52

Do you see yourself moving into this type of entrepreneurial role full time and I didn't just I don't just mean like real clarity, I mean, you could probably sit down and write down all of the pain points, the analog pain points that you have, as a practice owner as a clinician, you maybe you already have written them off. And you could just start saying, well, now I can work with AI developers on this problem and on this one, and so do you see yourself doing this full time?


Dr. John Schnorr  50:21

It's it's a great question. I love being a physician. And I think ideas come because you're a physician, you're currently seeing patients and you're seeing the pain points, and you're able to evaluate your own product and your own clinic. So I never see a time in which I'm not a majority physician. But you know, could there be a time when I dedicate more time to kind of maybe cycle clarity other things? Yes, I mean, that's a possibility. But I always want to have a significant part of my time being take care, take care of patients. That's what I love.


Griffin Jones  50:49

You got to keep the sauce sharp. John, you've given us gold in this episode, I think a lot of the young doctors are really going to get a lot out. But I think a lot of your colleagues are also going to and I hope that there's somebody that you used to talk to a lot that you just haven't in a little while that says, you know, I want to reach out to John and say, I enjoyed it. I hope I hope somebody does that. That's my pious hope. The only difference between a sinner and a saint is a pious hope. But how would you like to conclude knowing that most of our audience is there are a lot I would say if there's 150 fellows that at some point, maybe 50 of them are listening, there are a lot of young Doc's, the biggest segment is is partners of practice. And then the next is is C suite. So you've walked us through an entrepreneurial path for Rei is how would you like to conclude,


Dr. John Schnorr  51:40

I would like to conclude that we're blessed to be featured in the field of reproductive endocrinology, I mean, what a special place where and to help couples have kids and families that they wouldn't otherwise have. And I just as an entrepreneur, always wanted to make the world a better place. Whether I'm making it a better place because I'm working on environmental concerns or method. Maybe I'm trying to invent a better speculum, or maybe a better way of doing ultrasounds. I think we should all just work on our own little niche of our world figure out what our talents are individually and how we can apply those to patient cares to make the world a better place.


Griffin Jones  52:14

Dr. John Schnorr, thank you for coming on inside reproductive health. Hope to have you back. Thank you.


52:21

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health



162 4 Principles For Abandoning The Travel Agent Model Of IVF Care: With David Sable and Abigail Sirus

Former practicing REI, David Sable, and venture capitalist, Abigail Sirus, deconstruct how democratization will change the face of the IVF field. Sable and Sirus break down the four principles of how this will be accomplished, perhaps sooner than anyone anticipated, on this week’s episode of Inside Reproductive Health, with Griffin Jones.

Listen to hear:

  • What Sable and Sirus believe will happen when the travel-agent model for IVF care is abandoned and patients are empowered to oversee their own care.

  • Griffin question what risks this evolution may introduce to both patients and practitioners.

  • What Sable and Sirus think may happen to incumbent REIs- whether or not they will  be phased out entirely.

  • Why Sable and Sirus believe, one day, patients will pay for IVF if - and only if- they have a baby.

Reference:

https://dbsable.medium.com/the-four-guiding-principles-for-democratizing-ivf-pre-asrm-2022-prep-notes-from-the-front-lines-of-2f2fd66e5d8d


Abigail’s info:

LinkedIn: https://www.linkedin.com/in/abigailsirus/

Company: AWM Investment Company Inc.

David’s info:

LinkedIn: https://www.linkedin.com/in/davidsable/

Company: Life Sciences


Transcript

Griffin Jones  00:26

Netflix? Or are you Blockbuster Video? Or are you HBO? Or are you some other analogy that should be applied to the fertility field as we talk about the massive change that is coming from venture capital to the field of reproductive health. My guests today are Dr. David Sable, who needs very little introduction to you all. This is his third time on the show former practicing REIi also teaches at Columbia University for classes on entrepreneurship also manages a fund for Life Sciences. Today, we bring on his colleague, Miss Abigail Sirus, who is a venture capitalist and investment associate for another life sciences Innovation Fund. She had at IBM for another number of years before that, today we talk about the four principles for democratizing IVF. We get so engrossed into these principles and the changes that might be happening in the marketplace and who might be executing upon them that we're going to have a part to where we go through some of the mapping where of the areas of biggest potential disruption for the fertility field, I felt that we needed this conversation to set up the next one, and I don't tire of having Dr. Sable back on the show, and you don't seem to either. So until you do, then these multi part series make sense today enjoy the four principles for democratizing IVF. With Dr. David Sable and Abigail service. Ms. Sirius, Abigail, welcome to Inside Reproductive Health. Dr. Sable. David, welcome back to Inside Reproductive Health.


Abigail Sirus  02:08

Thank you for having us.


Griffin Jones  02:11

I'm always happy to have Dr. Sable. Back on the show Abigail, this is the first time that you and I have met. And I want to talk about an article that David wrote recently based on work that the two of you have done together. But before we get into the article, just give me a little background. How did the two of you link up? Sure,


Abigail Sirus  02:29

I'd be happy to. So Griffin, David and I actually had the pleasure of meeting on a project at while I was at my previous company, IBM, I was a blockchain strategy consultant. And David was actually one of my clients. So we in that instance, we're trying to create a blockchain enabled system called IVF, open to really bring standards to the way that biospecimens are stored and tracked and traced along with chain of custody for in vitro. And I admit, you know, Griffin, I'm actually the product of IVF. So my twin brother and I were born via IVF. And it's it's truly a miracle that, you know, I really wouldn't be here without. And so it's always had a place in my heart and been special to me. But when I got to meet with David and several others across the industry now a few years ago, and do this project together, my eyes were really opened to the industry in a new way. And I'm a process minded person. And when I started to understand the inefficiencies across the space, it really started to inspire me and grow my passion for all of the opportunity that is here. And things that we can can kind of bring to light through innovation, which I know we'll talk about a little bit


Griffin Jones  03:42

later. But what came of IVF open?


Abigail Sirus  03:45

Absolutely. Well, I'll let David answer that question.


David Sable  03:49

Thanks, Griffin. Thanks for having us. having me back. And having Abigail on. Going back to the decision to bring Abigail on I try to endeavor to be the dumbest person in the room. Wherever I am.


Griffin Jones  04:00

It doesn't work when you and I are hanging out.


David Sable  04:04

Well, certainly when she's around, it's today. That happens. But now IVF open was we likened it to building drainage ditches for to let the IVF industry scale try to help you and I might have talked about it briefly trying to have one place that assigned identifiers for frozen eggs and embryos so that nobody ever was stuck someone's eggs and embryos for somebody else's. And nice thing is it kind of got it's been taken up by a lot of the private industry incumbents and made part of their kind of overall strategy. Training Group enforce these kind of rules by a nonprofit is a difficult thing to do. So having kind of the industry say yeah, this is a really good thing to avoid these problems. Let's go ahead and try and see if we can build into our her handling of specimens, a uniformity of labeling. And that'll evolve in a nice way kind of organically. within the industry, what we did is we tried to put all the incumbents together into a single, not a room and single single zoom screen. And, you know, it really it's it was great was that everybody got it. Everybody understood, and left the effort, which hats off actually to Risa Levine, who you know, who's a super patient advocate activist in this field for kind of getting the whole thing off the ground. And the other great thing that came out of it is I got to know Abigail, because IBM was a big partner of ours, in that. And then when I was looking for someone to join me, actually just having us if you know anybody, and she said, Well, how about me? I said, well, they knew you were available, I wouldn't be asking. So I brought her on as soon as I could. And that's been terrific. She's been with us for almost a year. Now.


Griffin Jones  05:57

Let's talk about the article that brings us here today, which is about the four principles for democratizing IVF, the four guiding principles for democratizing IVF. And this was an article that you published just before ASRM David. And there are four principles, I have a feeling that we're going to go into the third one disproportionately today, at least that's where my disproportionate interest lies. But the four principles for democratizing IVF are abandoned the truck travel agent model for IVF patient care, use the gravitational pole, foreign by incumbents making today's highest pregnancy rates, the floor of outcomes for the future. And fourth, using greater certainty uniformly higher outcomes and improve data collection analysis to actually quote, qualified data leading to better risk management, who will talk about the four of those principles? Let's start with the first one. What do you mean by abandoning the travel agent model of IVF? Patient care?


David Sable  07:05

Well, yeah, 30 years ago, if you wanted to take a grand tour of Europe, you call up a travel agent. And they would book your flights for you book, your hotel, book, your tours, make reservation restaurants for you add up the bill, put a big margin on top of it send you one bill, and he'd write one check. And it's a it was a way of getting things done. And it's a nice model, if you a can afford it, be have access to a great travel agent. And see they actually give you what it is that you want. For the IVF world. That's kind of what we have. Now you go to an IVF clinic, you say I'm having difficulty conceiving, and the incumbents in the clinic make all the decisions for you. And they charge you one amount. So your input really comes down to just choosing a clinic. And they make all the decisions for you from there. What the future of IVF as we foresee it, and the way things seem to be evolving, as we disassemble the cycle into different places, into geographies closer to where the patients live. Using our inputs more efficiently, not putting everything into a $2,500 a square foot laboratory is that the patient herself or the family themselves will be able to choose maybe being monitored one place, have their egg retrieval somewhere else, take the rigs store them somewhere else. In initiate contact with the laboratory, once the eggs are frozen, and maybe bring your reproductive endocrinologist into the process later on. Giving the patient the opportunity to choose to stay closer to home do some price comparison shopping. Really the way we purchase just about everything nowadays, there's no reason that IVF cannot evolve into that model, which will result in greater access, more price comparison we have more price choices, and an ability to kind of oversee one's own care the way you can do so many other choices now in the marketplace.


Griffin Jones  09:24

Maybe we'll bring this up a little bit when we get to the third point where we talked about dollars until baby and time until baby in life disruption to baby but is there a risk if you are abandoning the travel agent model the all in one model by choosing your clinic of having death by 1000 cuts like I don't think the airlines have added a lot of value the Spirit Airlines and the Frontier Airlines by having people choose if they want to bring a carry on if they want to pay more for that or if they want to pay more for not having a middle seat and maybe there's something to be said For the Southwest, and the jet blues and the Alaska's that have brought down cost without making people have to nickel and dime on an each individual micro choice. But what about that?


David Sable  10:14

Well, I think that if you're looking at people, yeah, if you're looking at the people who have access to air travel now, without a very, very low close budget airline, we have to pay for your seat choice and pay for each bag you bring on. And there's no food and there's no flight attendants, then it may not be very additive to them. But we have to ask ourselves, and you have to start every conversation the same way, what problem are we solving. And if we're solving for access for the next million, 5 million people per year that need IVF, that have no access to it now, then they may be more than willing to, at a price point in a geographic location that works for them suffer and endure some of those little cuts of inconvenience. Whereas if the choice is they have no access to IVF at all, then were you kind of opening that consumer choice up where it will matter, people don't want to buy an IVF cycle, they want to have a baby. And if I, you know, look at some of the inconvenience and the things that people endure now to go through an IVF cycle, including traveling 1000s of miles, and taking off at 40 hours of work, per cycle, in order to go back and forth to the clinic to be monitored things of that sort, then, you know, I don't want to make consumers and patients decisions for them. I think that as you expand the market, you know, our big goal is to go from 3 million cycles a year to 30 million cycles. We've got to give a lot of different patient experiences, put them into the market, and let the patients slash consumers themselves decide.


Griffin Jones  12:06

You brought up the point of I don't want to make the patient's decisions for them referring to the travel agent model, but I can hear a number of RBIs thinking I make patients decisions for them. That's what my job is. What decisions are patients qualified to make? And maybe perhaps they're not qualified to make? Like, are we talking about picking their own PGT? Provider? Are we talking about picking where they store their gametes and their embryos? Are we picking where they're pharmacy to? What are what are we talking about


David Sable  12:44

all of the above? It's so amazing again, when I met Abigail, who had not yet had another than professional reasons to learn about it. She was incredibly knowledgeable about the process, the science, the medicine, everything there was I remember thinking, what was your healthcare background in college, this is like somebody who's like a pre med that decided to go into data and analytics. Turns out years an accounting major, pretty good accounting major imagine my patients knew so much about what they were undergoing that, why not entrust them with the ability to comparison shop for the best IVF process that works for them. Rather than have us decide for them. You look at the range of pregnancy rates from one cycle from one program to the next. And through the United States and through the world. Here we're doing about 2.6 million cycles per year, worldwide, hitting about half a million babies, tells us that our efficiency is somewhere between 20 to 25% per cycle worldwide. We know we have clinics here in the US that are doing 65% per single embryo transfer, if that embryos genetically normal. So there's an enormous range. So to think that the de facto proper way to navigate your IVF cycle is to put all the decision making in someone else that may turn out to be the case. But why? Why do we assume that's the only case. And again, this is within the context of trying to expand the size of the marketplace, to people who really, really need IVF not to have a baby or to have a healthy baby or to get pregnant at all by a factor of five or 10x. So it's the putting different choices out there. It's we go back to our old metaphor of we have an IVF industry that's the hotel industry with just the four seasons Is the Ritz Carlton. But we got a heck of a lot more people that need a place to sleep. And essentially, their frame of reference may be give me a comfortable bed, and a clean bathroom at a price I can afford. And they'll get the same eight hours of good sleep that you'll get in the Ritz Carlton. If we keep people the same probability of having a baby. And we're transparent enough in the marketplace the same way all other consumer marketplaces are going, then why not interest this the patients, again, because a lot of these people would have choice would have no choice at all, it'd be out of the market. And so I think that the REI is have done a fabulous job of making these choices up to now. It's great, and they should Oh, this should always be a place for them. And high touch high hand holding, kind of decision making for you service is fabulous the same way. There's still great travel agents out there. But it shouldn't be the only choice.


Griffin Jones  16:02

Well, not to defer to anecdotes. But hopefully to give some context, Abigail, during your journey, were there. segments of the journey where you wish that you had decision making authority that you could have opted for the option that you wanted? Or did you choose any options that are now informing how you view this from a business perspective?


Abigail Sirus  16:26

Yeah, and just to be clear, I do not have an IVF baby. I was born via IVF. So I can't speak directly to the process itself from that intimate of a perspective. Although, you know, who knows, maybe I will, I will one day. And I'll come back. And you know, we can have another discussion. But what I can tell you is just from observing the industry today, as David said, not only about the hotel chain model of making sure that there are the Holiday Inn expresses as well as the Ritz Carlton's, really, for us as well. It's about geographic access, and making sure that, you know, a teacher in Des Moines has just as much of a chance as having the family that she so desperately wants as anyone who's right near our office in New York City. And it's only by increasing that optionality and bringing services to patients through you know, at home monitoring and other innovations that we're seeing that we'll be able to bring those models to bear, which is part of what I'm so excited about coming from IBM, where we were doing consulting projects with innovative technologies, like blockchain, and AI and quantum computing, and starting to see some of those models take shape in this industry as well, is just, it's just the tip of the iceberg.


Griffin Jones  17:35

You talk about that there should be a gravitational pull for incumbents. That's the second principle of democratizing IVF. But is there often an inherent conflict from incumbent, Dr. Harrington sent me a book by Clayton Christensen, who is the author of a theory of disruptive innovation, or at least one of the theories behind disruptive innovation where he charts out the corpse of blockbuster and other incumbents that were simply dis their disincentivized relative to their current model, their expenses, their profits, their current obligations, against someone that's coming into the marketplace that doesn't have nearly as many obligations, they don't need to make as much revenue. They don't have current infrastructure as expenses. So you talk about using a gravitational pole for and comments or at least ideally, there should be one. But isn't there not one very often almost by nature?


David Sable  18:41

The agreement? It's great question and when we mapped out the strategy for reengineering IVF. The second principle really came down to the best what knew in the best circumstances, this will be steered, managed and navigated by the income. It's the people that know it best. You know, the experienced Ori eyes the best embryologists, but recognizing that there is a natural, rational and perfectly reasonable, kind of, you know, inertia towards changing the way you do things like frankly, when I was running a busy IVF program, I was making a good living, I was employing a lot of people. And I was busy as all hell. So if you came to me and say, Okay, it's your job to, you know, open up the world. So that the next million, 5 million 10 million people have access to it. I'd say listen, it's a nice idea. But where am I supposed to fit that into my schedule? So going from anecdote to generalization. You know, Eduardo Harrington is as visionary as any young Rei out there. And you recognize that you can't really rely on incumbents. So To do all the heavy lifting for you. So the way we look at is we can do with them, we can do without them, we can do it with the existing Rei infrastructure. And we try to make it in their best interest by looking at their operational capacity, looking at the limitations of the inputs, where they're bottlenecks are in their process, and trying to come up with solutions that make them able to expand what they do in a less costly manner. And they can decide to triage that input any way they want, they may decide to expand their geographic reach. If we cut the IVF cycle to three parts, retrieval and freezing being one part, storage being a second, and then thaw fertilization, development and transfer. Third, they may decide to have retrieval stations all over the place. And they may take their existing satellite offices and use them there. They may do alliances with large OBGYN groups in rural areas. To do them there, they could do them. alliances with other programs, leveraging the real estate that they have, they can use decision making decision support software to put 10 times the number of people through stimulations. And so the army on duty Rei on duty only needs to look at four or 5% of the results each day because the computer will make the same decisions that they are, you're all different ways that we can facilitate their operations. So in that way, we like to think that the incumbents are going to be served by innovation. But if they choose to keep things the way they are, which is perfectly okay, if some of these programs are doing fabulous patient throughput, terrific care, great results, then we can use these technologies to reach patients that have otherwise no choices by bringing other people into the marketplace as suppliers. In a way that maintains the quality of care, because we're gonna be using a different engineering, different data analysis, and different process optimization, try to arrive at the well, the well run IVF kitchens that exist now. So we can do them with these people without a lot of what we do in IVF is repetitive things that over and over again, a lot of embryology will lend itself to automation, robotics, things of that sort. So that way we can build the kind of bigger parallel industry that can take that next 10 million people in that aren't being served. And the incumbents can choose to participate wherever they want to. We want to make it easy for them to do so without giving them absolute control over who gets to be treated worldwide. Because again, what are we solving for? We're solving for access. And the size of marketplace not being served is a lot bigger than the size of the market currently being served. To the incumbent people. We embrace them, we want them to do a fabulous job. But we don't want to be in a position. And if we're acting as advocates for the unserved we don't want to give them control over who gets to be treated who doesn't.


Griffin Jones  23:32

Incumbents can be served by the innovation or it can be done without them. It sounds like you had a I wasn't at your talk at SRI. But it sounds like you were a little bit more stern with that message at SRI, what are the consequence? What did you say their first second, what are the consequences if they if they choose not to be a part of the innovation?


David Sable  23:58

Oh, it's a it's a competitive marketplace. You know, the right now we've got a small number of suppliers, with a enormous reserve army of new patients that are trying to get in and more and more patients getting coverage as well. Their coverage from employers, state mandates, things of that sort. I guess the the downside to not participating is you're locking yourself into a model that we may or may not be able to replace that you go into, you know, what are the what does a patient look at when they're trying to make a decision to how to navigate their journey? And Abigail and I came up with three key performance indicators. It's using an MBA term, but it seems I just saw the patients silently make these decisions. For the 20 years I saw patients dollars per baby time until they have a baby and the life disrupt Should they have to endure to have a day, every patient is solving for those things. And those are our North Stars in trying to kind of navigate or map out how we reengineer, the IVF worlds. So if the clinic existing now is operating at capacity, and they have full control over the pricing, it's exactly what you want as a supplier in any industry, you want to operate, you want to be as busy as you want to be. And you want to be able to charge what you want to charge. And this is not a value judgment, every economic actor is kind of solving for that. But they're operating within an environment where there's a cost structure, there's an access structure. And if people have no choices, then they're the kind of a, you know, they're at your whim. They, you know, the there, they have to serve under the parameters that you set. Now the markets can change. And if we put out a, whether it's technology, whether it's using AI, whether it's finding alternative practitioners, whether it's opening of centers closer to them, we're suddenly those dollars per baby time to baby in life disruption are much more skewed in the patient's favor. and to hell with it, I'm no longer going to the ball of the ball to buy a bookstore, to buy a book, in a big bookstore, I'm going to do it online, I'm going to download a Kindle file, I'm going to have all these other ways of fulfilling my need for a text file called a book, I'm gonna have all these other ways of fulfilling my needs to build a family. And the incumbents if they don't fund either change their marketing strategy, change the way that they fulfill that or, you know, maybe they maybe they're still doing such a great job, that people that want that higher touch, higher cost, higher travel type IVF experience will continue to come to them, which is great. It's a really it just puts that competition into the marketplace. That, you know, it's all doctors always say, no, we want the free we want free market medicine. Well, this is free market medicine. But it's free market in a way that the patients have access. And the patients themselves have choice. Not were the providers can rely on monopoly power to keep their keep their practices the way that they are now,


Griffin Jones  27:32

Abigail, are there some segments of incumbents that you see more vulnerable as others going back to the blockbuster example, that's the example that's always used in every business course is used in mainstream everyone knows that example. huge corporation in blockbuster, within a few years being totally supplanted by now a titanic Corporation of Netflix. But I think the story that almost no one talks about I don't ever hear anybody talking about is no that was HBO. So HBO live to tell the tale. And as far as I know, they're still doing well, I haven't looked at looked at their performance or their stock prices or anything. But as far as I know, HBO is still doing just fine. But that Netflix space in the market was HBOs to take and somebody came out of nowhere. Netflix and did it. But HBO had the same considerations. They didn't suffer the same consequences as blockbuster but they lost the land grabs, are you seeing some incumbents that might be more vulnerable than others and, and in different ways than just you know, being being supplanted? Entirely?


Abigail Sirus  28:48

Yeah. And it's funny, you bring up the Netflix and blockbuster example, because that's one of the first cases I ever read in college. But I think about it informed two ways, in terms of incumbents first, who are not going to be willing to innovate, and bring in new practices or new processes or see things in a different way, which I think of as blockbuster. They're the ones who are sitting there streaming was coming to a head, we were seeing, you know, it becoming less and less expensive, with the compute power becoming more optimized, and they decided not to change their business. And because of that, they were usurped by Netflix. But then we have also the incumbents who do a specific part of the process or have their specific niche, just like HBO does, and creating their own content and being extremely good at that, and creating a name for themselves in that way, who will continue to have their corner of the market based on what they do well. And so I think that for the incumbents who are choosing not to innovate, they potentially might be at the most risk. Because, you know, I think it's good to see businesses growing and changing and adopting new modalities in ways that might be better than they ever were before. But then there will also be the HBO models who are very good at doing so. specific things, maybe they have a specific capacity where they have a number of genetic counselors on staff, or they can focus on specific, you know, more complicated journeys than others can like an HBO model, and they will be able to survive as well. But generally, you know, I think we keep focusing, you know, we've we've got Thanksgiving coming up this week on kind of this pie. And speaking about these incumbents who have really in the scheme of things, just a small sliver of the pumpkin or pecan pie, but the the pie is quite large. And so I think that there's vast opportunity for incumbents and new players to come into the industry together, and to create innovation that can improve the patient experience and make it more accessible for all.


Griffin Jones  30:39

Let's talk about the third principle then of what needs to happen in your view, in order for that to still be successful. That which is that today's highest pregnancy rates should be the floor of outcomes for the future, that it's not about delivering a lower quality product at a lower cost. It's keeping the main metrics of dollars until baby time until baby and life disruption to baby at the forefront at the forefront, excuse me. But aren't those three principles very often in conflict with one another that if you reduce the time to maybe you might have to increase the cost of AV or vice versa.


David Sable  31:28

One of the things that we learned when we started examining the IVF industry, as an industry that eight years ago, is that it's really characterized by outstanding science and really mediocre engineering. It's, you know, the you look at you in my career that pregnancy rates when I came out were middle single digits by putting back three and four embryos at a time. And we didn't touch the egg. So the idea of sticking a needle into the egg to do insemination with the sperm was just beyond us, much less doing things like genetic analysis. So the progress has been just remarkable. And the fact we have anybody that can have a baby, that can create a baby, more than half the time with one embryo routinely, on average, is that seemed like a million years in the future, back when I started being exposed to this in the 1980s. But that being said, that means that someone has cracked the code to get that high. And what is engineering engineering is just getting everybody on board to these best practices to do is to do things as well as everybody else. And if our goal is which we think it should be that anybody that needs IVF, to have a baby has access to IVF, say to a baby, then we've got to proliferate these best practices. Now, there are some people who are more talented than other people for manual procedures. And if we look elsewhere in cell biology, and we look elsewhere, in manufacturing and engineering, we see that these things can be standardized, to using robotics, using machine learning, two way that everybody can operate at the highest level, we will migrate to that it's unavoidable. Every industry that's tech based does that. And the sheer size, the sheer enormity of the demand for IVF services is going to migrate the best clinics to higher and higher pregnancy rates, they're much higher here in the US than they are in the world average, you're very high in areas of Western Europe and parts of Asia. And that will it's just a matter of time, get up there, we will collapse the pregnancy rates always upward finish. Now that said that means as we engineer and as you do more and more process optimization, those rates will be even higher. And that leads us to probably the biggest innovation, which is really going to disrupt this industry and I also think is inevitable, unavoidable and an unequivocal good. Is that shows you how bad I am at writing articles because I completely buried the lede. But I wrote that because the real big point that I was trying to make is that we're gonna get to a point where the expectation for outcome is very standard, no matter where you go. And is high enough that we can risk manage in a way using very simple principles of finance. And we turn things around and nobody ever pays for an IVF cycle where they don't. That is the ultimate democratization of the process. That's where we really change the way we deliver it. And it's very, very, it's very doable. Just a question of how much time in there indeed We do see a conflict turns real choice as to how you want to run your practice how you want to deliver this. And, you know, in the interim, we will see a splintering, of which clinics do suck, do certain things, well, which ones adopt a more convenient model? Which ones adopt a highest possible pregnancy outcome with a super high price point model. And this is all fine. This is the market working the way the market should, you know, if you notice, we're not talking about forcing the insurance industry to cover things that the basic insurance model doesn't say that they should cover. We're not talking about convincing governments to provide price support, or provide supplementation for patients. This is really trying to go through a free market model. These things may be accelerated by governments getting involved maybe because they're concerned about population shrinkage and things of that sort. But ultimately, the to the individual choices that the existing clinics are not going to stop the movement towards a much bigger marketplace marketplace with lots of choice. And that choice will ultimately include completely shielding, the patients were having to mortgage their houses two or three times in order to do that next cycle, are people draining the life savings, and never ending up with the baby. And you know, what's the big motive, the big driving factor, there is just this enormous, enormous market of people that really want to spend money, want to dedicate their time and effort towards building and all of us your grip, and certainly you included who interact with IVF patients, that you can't underestimate the size of that motivation. This is not consumer discretionary. This is not choosing to buy a book at a bookstore on Amazon or downloading video text file from HBO or Hulu, or going to your closet and having VHS tapes. This is one of the prime motivators in life. So there's this enormous, enormous marketplace out there that's going to find out oh, by people creating we means of fulfilling these needs.


Griffin Jones  37:37

Does that mean that we should expect one of the factors to to improve before the others? For example, should we expect dollars until baby to reduce before we see time until baby to be reduced? Or both of those to happen before we see life? disruption to baby? Are we? Is it more realistic to expect one of those dropping? And then that setting the standard where the value add becomes in the other two segments? Or are we looking at technologies that could possibly reduce the concern of all three at once?


David Sable  38:15

Yeah, I think it's a Venn diagram where the three circles overlap a lot. It's like dollars to baby if a patient has to travel 25 miles to the clinic every two days to be monitored or needs to travel to another state to have the cycle done needs to stay in that state, then that's a dollars per baby and time to baby and definitely a life disruption to the you know, when we develop new medications that can be given orally instead of by shots. Well, those shots are real life disruption to baby. They're also very, very expensive. And there's only two companies that make those sets of dollars per day. The fourth thing is well, so it's I think that as you as you move one, it tends to drag the other two along. And it's not so much a conscious choice because implicit in these are specific things you're doing. You're moving your retrievals from the big, unbelievably expensive lab to a procedure room, because the engineering system is closed up. So the for the egg never sees the ambient air or light before it's frozen. Or you move the retrieval to your satellite clinics 10s or hundreds or maybe even 1000s of miles away so that you can better leverage the enormous lab that you built. And you can kind of defacto increase the capacity of your laboratory without building out without spending another 2500 for another square foot of space. You may be moving your storage somewhere else. All of these things are going to improve your operational capacity, improve your ability to grow By the service you're giving now, in ways that can turn into translating into offering your patient a better experience that's more affordable, or more risk managed, or closer to where they live. I think it's just kind of a virtuous ecosystem, where you start attacking these things one at a time. And they show up at all of these parameters, both for the clinic themselves, and for the patients, as well as being a motivation for kind of ambitious entrepreneurs outside the fields that say, Hey, you got all these people newly insured, all these people who state mandates, all these people that may be in other countries now need the service. Look, Japan is doing everything they can to make IVF more accessible. Let's build it and they will come because right now they have nowhere else to go. It's kind of it's kind of like virtuous ecosystem, because


Griffin Jones  40:53

it seems like it should be a virtuous ecosystem. But there are clearly challenges to integration. If that's the case. And Abigail, I want to get your experience if you see if you've seen these challenges with integration in other areas, because it seems like there shouldn't be a Venn diagram that someone that can come in and improve the time until baby would also help be helping reduce the costs until baby and, and limiting the life disruption to baby. And there's all kinds of companies at ASRM that are trying to sell into clinics, and I see them struggling selling into clinics or a number of different reasons that can be an a whole podcast episode. And I've probably done one or two, but they are struggling, even though I see the value that they bring they they reduce nursing workflow, they reduce the the legality and other workflow, not all of the workflow much of the workflow involved in third party cycles. They reduce what Texans did ographers and other support staff have to do, I think of these companies, and I see the value that they bring, and there have having a hard time selling in two clinics, partly because of its it's seen as an added expense. But also because it is really hard to integrate given the variability of clinic workflow. So it seems like it should be a virtuous ecosystem. But there's some roadblocks, and I'm wondering what you've seen in other sectors that might be comparable.


Abigail Sirus  42:39

Yeah. And for me, it goes back to my background and emerging technology and how tech gets adopted, really, I mean, when we think about it, I started doing blockchain back in 2016, which feels like a long time and blockchain years are in any emerging tech where, yes, of course, in the beginning, when you're changing the status quo and introducing something new, there is that friction in that hesitancy, especially when the incumbent clinics have a great formula, they know what they're doing, they know how to do it well, and they know how to bring in an optimized value for it. So adding anything to that or changing anything, can be, can be met with a little bit of, of that friction that I mentioned before. But as we see with kind of all the traditional tech curves going into, you know, any business school case, yes, there's that friction in the beginning, and you kind of go up into the curve where over time, as the technology begins to be more widely adopted, it becomes status quo, and it becomes kind of bundled along and become standard of care in this case. And so I think that we're just in kind of the beginning of that cycle of seeing some of these new technologies starting to take shape. And as the value becomes more proven, and as it becomes, you know, these are some of the best educated patients, I think it throughout all of health care. And they know exactly, you know, what's going on and where their money's going. And if they hear that this clinic over here is doing something that might have better outcomes than a clinic down the street, I don't think they'll hesitate to, to make decisions based off of that, and to also encourage that kind of innovation. So I think it's going to happen organically and naturally at first, and then quickly and kind of more all at once once things start to become status quo. But as for integration, integration is always difficult. But what I think is important is, is patterns do start to emerge. And so once some of these early stage startups, you know, I had the pleasure of walking through the SRM booth just like you did, and getting to speak with a lot of them. Once they start becoming adopted, you know, a couple clinics at the time, and start being integrated into their workflow, they'll be that much better positioned to integrate into the next one. And you know, as well as we do in this industry, there is some pretty significant consolidation. So just winning over a couple of those larger chains could mean that a lot of innovation is adopted at a faster rate.


Griffin Jones  44:53

Well, I see that but I also see a lot of steps back and I see it being I see it also taking several years. So I think of one company that's been around for many years that probably has half of the market share and does very well. And, you know, they and so there's probably okay, we get a few of the early adopters on board that will try anything. And then that provides the case studies for us to increase the market share. And then, and then they've got some rapid growth for a little bit. But then either it just, it just stalls because whoever isn't adopting, still isn't adopting, and and they don't see the improvements as dramatic enough to to make the investment. Maybe they're just incremental, or the consolidation does happen, Abigail, and then they they go back, it regresses because the the new partners coming in are cutting costs and say, you know, what, we just don't see this as dramatic enough. So is, is incremental one year after another possible? If so, it doesn't seem revolutionary, it seems like it's taking a really long time for many of these companies, or does it have to be so dramatic and so obvious to that? This is now the standard. And if that's the case, what's necessary to do that be given the variability of clinic workflows, if something is really going to be that dramatic of an improvement, that means it has to affect a lot of the areas of the clinic and lab, presumably. And in order to do that, there's a lot of things that need to be integrated. So, David, you've said on the show before, that the entrepreneurs job is to solve the chicken and the egg. But what about this challenge of of improving incrementally? When? If, if the adoption, the catalyst for adoption, is seeing dramatic improvement?


David Sable  46:49

You Yeah, well, like, like a lot of things successful only be in retrospect. Yeah, and we're going to look back at one point and find that it's gonna be an awful lot of overnight successes after 15 years work. The kind of cul de sac that everybody drives into intellectually, when they envision, you know, this kind of a sweeping statement, but I often see, when I discuss innovation with an IVF, is it's always done within the context of the existing clinic structure as it is now. And it's always okay, how do we go into these existing clinics convinced them to do something different. And I think that we may find that the innovation really reaches critical mass. And you see those revolutionary steps, when we start building that industry alongside the one that's there now. Now, this may be one of the large consolidated chains, and these are terrific doctors, terrific administrators, they may decide, you know, we've really reached a limit of kind of the limit of growth of what we're doing under brand name of what we've got. So we've got the four seasons there, let's build a nother system for a different marketplace. Let's take a critical mass of these innovations. 4567 have put them together in a way that really adds up to a substantial change in cost of development delivering the service, yet with the same outcome probability, you know, take this, the, the old thought that lower cost or more convenient, has to be a trade off between lower probability of the baby that's unacceptable, you've got to have at least as good a chance of having a child at the end of the whole process. But you know, there is an enormous industry to address that doesn't exist, right. And trying to kind of force feed incremental innovation into the existing infrastructure, the existing clinics as they are, or as they are consolidating. Maybe too difficult a way to get these innovations into play. However, like I've been, I've been talking to founders now going on seven years. And watching them as they evolve their business plans. And it doesn't seem like it's been all that long. We've seen some really great changes the way people look at these things. Like if you're looking at you, and I've talked about AI. And if you're talking engineering in the 21st century, you're talking AI, which What does AI it's math, but it's a digitalization, of which previously were just kind of our teas and all processes. But the all the Ag companies a few years ago had the same business model. We're going to go We ended, we're going to optimize one part of the process one part of the IVF cycle. And we're going to charge $1,000 per click to do, or $2,000, a click to do it. Absolutely unsustainable business, great engineering, great concept, you are making the process work better. But the whole idea of building a business around, when really what we're trying to do is drive costs down, it was very difficult to demonstrate the value proposition. But if you take those same capabilities, and you say, Okay, we're going to talk to intact the entire process. This is just bringing the data collection, feed into the computers have computers tell us those things that really make the process work better, make it work more efficiently, and really feed into dollars per baby time to baby life disruption. And let's reengineer the system itself, let's offer IVF places where it's not available to people that have no access to it that really want it that can afford it at a lower price point. And let's build that places where it doesn't exist. And we're gonna start filling in a lot of the holes around the existing infrastructure around the existing clinics and the clinic networks. After that, we've got the existing clinics looking and suddenly, wow, there's someone else doing this. And it turns out that some of our people, some of our market, maybe want to do that instead, maybe it's closer to where they are, maybe there's they could do the same get, they get the same probability of an outcome. And they're willing to do the trade offs of not having quite the same experience that we've been offering. And that way, that kind of parallel industry is going to flow into the existing industry. This is what I'm not smart enough to be able to predict it. What are you already know, that incrementally looking at people with no access at all. And we're trying to one after another build systems that can deliver that access to them. And actually can do it in a way that we can measure and we can process optimize, iterate in a way that the current kind of artisanal system doesn't let us do that I think you're gonna see in retrospect, that these things had really revolutionary effects. But you just can't map it out. It's going to happen organically. And when you look at the proliferation of technology over the past 100 years, how did airplanes go from the Wright brothers to the first jet for two years later, to what we have now, which essentially the democratization of air travel, including airlines that charge you to pick your seat, and have no food on board, you have to pay for every single bag you bring. These are things that evolve, because the technology was built in let it evolve into that. And turns out there was a market segment, looking for the first eyeglasses were invented in the 1300s took about 300 years before everybody over 40 could see. And, you know, it's it's a very, very long time to put these innovations into a marketplace. it up if you can see it a lot faster. Because there's an extremely fast proliferation of knowledge. Consumers know where to go for the information. And given the information of the the way information travels over the internet, things of that sort. This a very, very savvy group of patients is waiting for access to the waiting for access. And again, we go back to the desire to have a family. He is one of those incredible, you just can't. It's just this is not consumer discretionary. This is not something you could like people give this out.


Griffin Jones  53:56

So it could be the case that the disruptive model coming from venture capital becomes not one that says we're gonna create something that sells to all of these people or even sells this to the patients as a as as a direct to consumer base, but rather all of these booths that are ASRM are at SRM trying to sell to the clinics to improve these envision they themselves are now the model we create a model running alongside the the current model. That's how I see the 15 year hard work the 30 year 40 year hard work potentially being an overnight success based on your insight.


Abigail Sirus  54:42

And I mean to me Griffin a great analogy and one that's obviously used quite often now is electric cars like Ford and GM. Chrysler everyone knew electric was coming but decisions were made not to pursue it until they were forced to buy a new entrant coming and doing things differently inspiring change and having customers or in our case, patients demanding that new kind of experience proliferate in other areas. So I think we're seeing this in other places, it will be modeled here, as David said, hopefully faster. And so we can get to more patients as fast as we can. But I think that


Griffin Jones  55:17

that's a good point. That's a, you just made me think of something, Abigail, which is that I suspect that that part of the reason why Tesla was able to come in as the entrant there were is from all of the different vendors and companies trying to sell to GM and Ford and Honda and Toyota over the years to develop certain technologies. And that made it possible for Tesla to come in faster possibly to acquire some of those to, to, to integrate some of those that weren't happening and build a whole new model, which could be the case of venture capital coming into


Abigail Sirus  55:49

exactly. And we're seeing, you know, new clinic models emerging where they're bringing in these technologies, almost as if they're within the clinic's DNA itself, they're getting off the ground while thinking about re engineering processes that still have yet to be optimized that kind of some of the larger the larger chains as well. And so they're starting off on that front foot of the innovation as they go, which I think is going to be really exciting to see how they can grow and progress and continue to innovate, since they're starting in that place already.


David Sable  56:21

In the kind of unspoken on talked about part of this, as well as there's an entire industry of cell biology, feeding into biopharmaceuticals, for example, and all sorts of new types of fluid engineering, that is not operating in a vacuum, like IVF is just one more area of cell biology. And a lot of these technologies are mature, they're in place elsewhere. And we just have to cart them or put them in the lab, plug them in. And it can really radically rattled radically change the way a lot of the IVF cycles performed in ways that can benefit the providers themselves in ways that can provide new founders who want to build different delivery systems of IVF. And all follow them benefit the patients, their mortgage, they're better engineered, so they're easier to scale. Since they're better engineer, they're easy to measure the benefit from these are things that are gonna go into bringing that IVF pregnancy rates higher and higher, towards the towards emerging of kind of the emergence of a best practices, and then give us a springboard to keep iterating to keep reengineering, to keep finding the thing that's working the least. So we can inch that pregnancy rate higher and higher. Then we bring in our actuarial and financial principles, we risk manage the whole thing. And we build an entire different IVF industry, where you pay for baby instead of buying IVF cycles. That's what you want to you want to get people's attention, you start totally risk managing the process. You will see the floodgates. So


Griffin Jones  58:09

that's your fourth, that's your fourth principle that you talk about in your article and talk about burying the lead David, I buried the lead as I read this again, and think oh, this, this will get people's attention. So the fourth principle recaps what you just said greater certainty uniformly higher outcomes and improved data collection and analysis leads to actually actuarial quality data, which leads to better risk management, which leads to pain and getting paid for outcomes, not cycles, you pay when the procedure works, you really believe that that's not only possible but inevitable.


David Sable  58:49

Yep, absolutely. It's too important. It's to the people that are consuming. People are also very yet it's the the optionality right now. It's just unacceptable for most the idea that someone talked to me for that five, six years ago, they say, Well, what's an IVF cycle costs like the cost of a small Toyota. What's the big deal of this? Well, you go into a Toyota dealer with 15 or $17,000, you drive out with a car, you walk into an IVF clinic with 15 or $17,000. And you walk out with a possibility of having a baby or a 35 to 65%, possibly of having nothing other than endured a lot of inconvenience, a lot of heartbreak and set your financial stability back quite a ways. Now, that is a a need in a marketplace that screams for someone to open up that market. So this is something you're talking about with incumbents or without incumbents. This is something that really plays right into the The underwriting insurance playbook. If the traditional insurers want to assume that, so far they have not. So we've seen the emergence of a secondary market, people doing IVF and fertility only underwriting insurance, which I'm thrilled about, we're seeing some of the practitioners start to re explore using risk management. And these kind of risk sharing strategies. This goes back to the late 1990s. But it was done very poorly. And as the numbers get better and better, frankly, it's an easy thing to do. If no one else does it, Griffin Newman, Abigail and I all started our own insurance company. It's just taking actuarial data, crunching the numbers using some very basic insurance principles, sticking the margin on top, making everybody else pay a little bit more. So the nobody pays to get enough. And it's really kind of trying to


Griffin Jones  1:00:59

think of where the precedent is for that, David, I see the actuarial principle. But I think of if we have a tumor removed, and we undergo chemo, if the if the cancer comes back, we'd still pay for that procedure. If we pay a landscaper to install drainage and and level our backyard and the flooding returns, we still pay that landscaper, we might write a bad review. But this happens all of the time, in other segments where people are paying to have a problem solved, but for whatever reason it it still happens. So what makes this possible in IVF? In a way that doesn't seem to have been possible yet. And oncology?


David Sable  1:01:45

Well, I don't know if we want to trade anecdotes. But why. But I practice that I did surgery, it's like until the problem was solved. You paid your surgical fee, and that was it. You know, follow up problems, things that complications that things have brought you back or part of what you're paying for upfront. Yeah, it's it's certainly there may be, you know, co pays and things of that sort along the way. But we really, you know, we're talking about risk managing in a way to make something affordable and acceptable, can take away the big optionality with whether there's some small, you know, it's like administrative fee that goes into paying for IVF. And certainly, let's say there's a late pregnancy loss in the third trimester, tragically, how does that get, you know, internal internalizing for the system, these are sort of details, what we're talking about is the, you set up a pricing system for your for your based on your outcomes, and you define the outcome, however you want. The same way, you know, it's maybe it's like a warranty. Maybe, as we've mapped out for the disease prevention, part of IVF, which is a enormous another enormous industry, when to be developed. Maybe the pricing marketing structure is essentially a gym membership for the family. You freeze your eggs early, you go on birth control, all of your pregnancies occur, using IVF and PGT. Him. And you have a zero risk of having a baby that dies of sickle cell disease, as 9% of babies born with a do have childhood. That you pay a certain amount for unlimited access to the service. And since we know what the service costs to produce, and we know the likelihood, and we build our business over selling your lifetime of access to disease prevention. Pricing is really just it's just taking the cost of production, looking at the enormous size of the marketplace, bringing some creativity, and a little bit of fearlessness into addressing a new market, rather than trying to just make a little bit of a change with the IBM ecosystem is one that most people are not served with really. We're really trying to build an industry that doesn't exist. And a big part of that is that this whole part of what was offered the possibility of having a child or family to people that don't have access to and making it affordable. And we're not going to make it affordable by just doing what we're doing now. And putting a lower price tag on although that's one one way of doing that. Wherever you address another 1015 or 20 million people worldwide, for a million to 2 million more people who in the US is by tackling price and the patient's own risk. We attack that with engineering, we attack it with certainty and attack it with numbers. And it's a, it's very antithetical to the idea of this produce now. And yeah, this is a big idea. But if you talk to all the people that don't have access to having families, you know, they're very open to big ideas. And there's not a room in this industry, both for the people that are doing such a good job. As well as people are going to cover and address those people in our research.


Griffin Jones  1:05:45

We spend so much time talking about the four principles behind democratizing IVF, that we didn't even really get a chance to go into the map, it could be its own topic. And I would love to have both of you back on the show to talk about how you mapped engineering solutions to IVF success because there is so much in the lab in the clinic. And you really give some of the main problems with labor, with embryology, with medication, with lab space and complexity, that I think it merits its own topic. So I'm inviting you back in front of everyone. David, your invitation is constantly standing. But Abigail, I'm explicitly inviting you back with Dr. Sable. To go over just the map in a sequel part to this episode, if you would oblige us in the new year.


Abigail Sirus  1:06:44

I'd love to absolutely looking forward to


Griffin Jones  1:06:47

it. I'd like to give both of you the floor to conclude and in a way that either summarizes what you talked about today, or what you want people to pay attention to, either within relation to the article or other things that they should be studying up on.


Abigail Sirus  1:07:08

So to summarize, Griffin, my perspective is is simple. We continue to talk about the small slice of the pie and how to cram as much innovation and new thinking and bring integration into that sliver. But I think that there's such a broad opportunity beyond that. And that innovation will come from all areas. And we're going to see different kinds of businesses entering the market, challenging incumbents learning from incumbents. And hopefully our goal is that over time, what it will do is increase access to anyone who needs IVF that they can happen and have the best outcomes of anywhere in the world. So that's how I would conclude.


David Sable  1:07:49

Yeah, just reiterate to what Abigail just, you know, this is a if there's a entrepreneurially healthcare entrepreneurial playground that's more interesting than this one. I haven't found it. You've got an enormous enormous life moving need, with a huge population of people. We've got a confluence of terrific engineering, information technology and great science. That is this this is yet having been the I look back at the last 30 years when we've done it IVF is breathtaking. It's absolutely spectacular. What we can do to scale that is, you know, it's it is just such an opportunity to take fearlessness, creativity, and just a lot of heart, your heart knows brain and is looking looking for comparisons. Don't look at healthcare. Don't look at the IVF industry. Look at what we've done. You know, my first computer, I love putting a picture of it one of my one of my talks, my 1988 Commodore PC 30, which was a fabulous $2,500 computer with 10 megabytes of RAM, and one male, half a megabyte of RAM, 10 megabyte hard drive, and a 286 chip. And it was a great computer wasn't connected to anything else. And to think what that computer does, what you can do with $2,500, the computing world now. That's where we are in IVF. Now where that computer was, which was about 40 years ago. Look at the IT industry, look at the transportation industry, look at communications. That's the kind of growth we're going to see to helping people get pregnant and families which argue is just as important. And the need there'd be the desire to suck that entrepreneurial effort up into an enormous industry is there and that's the opportunity. And that's the kind of growth that you're really looking for in the next 1015 20 years. And I'll leave it at that. In Griffin I will say this again. You are the only person that provides this kind of forum to talk about this. So I always like whenever I'm on your show, I always want to back it up by reinforcing what you're doing. Because this is not a insignificant part of. So, you know, I could stick myself in there and just a plug for what you're doing, which is really, really necessary, really important.


Griffin Jones  1:10:23

I'm grateful for the plug, I hope to be able to provide a lot more coverage in 2023, as inside reproductive health expands its scope. And there's certainly no shortage of material to cover based on what we talked about today based on what else is happening in the field. And I look forward to having both of you back on the show. To explore this more. Thank you both very much for coming on inside reproductive health.


1:10:52

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health



161 Is Time Running Out To Sell Your IVF Practice? Advice From Financial Expert, Richard Groberg

 Long-time fertility financial advisor, Richard Groberg, joins Griffin this week to review a Yale School of Management paper and to discuss whether the time is right (or wrong) to pull the trigger on selling an REI practice. What factors should you consider about timing, taxes, keeping a piece of the pie you created- and everything in between- on this week’s episode of Inside Reproductive Health.


Listen to hear:

  • What it really costs to sell your fertility business.

  • What hidden caveats to consider when selling an (even profitable) REI practice.

  • The reality of compounding growth in the fertility field

  • What the long-term hold principle means for younger fertility specialists who are not yet owners, but who may be on the brink of buying in.


Yale School of Management resource: https://www.readkong.com/page/on-the-nature-of-long-term-holds-holding-a-business-for-5835798


Richard’s Information:

LinkedIn: https://www.linkedin.com/in/rsgadvisorsllc/


Transcript


Richard Groberg  00:04

On a recent fertility sale, one of the internal discussions was, how much do I bet on myself versus taking equity in my acquire, which diversifies my risk? Because now, my results aren't dependent on much just my practice, they're dependent partially on 5 10 15 practices around the country.


Griffin Jones  00:26

Is it time to sell your IVF practice? Are you getting screwed over by not holding on to your IVF practice? Are you getting screwed over by being a young physician who isn't building equity in their own IVF practice? To begin with? I visit these questions with my guest, Richard Groberg. Richard has been on the show before he's been a Chief Financial Officer, he's been a for-hire financial advisor to help practices on the sell side to sell their practices and devalue them. And together we review a paper by the Yale School of Management that visits the pros of a long-term hold of a business when it might make sense to sell though I think Richards’s commentary is a lot more in-depth and interesting than what the paper has to that particular point. And the different things to consider when you're building an asset versus just trying to flip one. For those of you that have practices that are thinking about selling right now, this paper and this review is hopefully good news to you. I try to get more advice from Richard for younger docs than is offered in the paper. And we also get Richards’s insights on what he sees happening in the marketplace. Now as practices are selling, are they selling at rates as high as they were? Are? Is the buyer side starting to slow down our volumes starting to slow down what returns some practices are still getting? We get those today. And so I hope you enjoy this visit again with Richard Groberg. Mr. Groberg. Richard, Welcome back to Inside reproductive health.


Richard Groberg  02:07

It's good to be back riff and thank you,


Griffin Jones  02:09

You are a popular guest the first time I wanted to do this in a live event with you. I've just been so busy. I tell you audience; I will do a live event with Richard at some point so that you can come on and ask questions directly. While we're talking. I still want to do that. But in the meantime, I had to have Richard back on, so I was chomping to talk to him before the interview starts. Richard says Hang on a second, how are you slow down and caught up for a little bit. But today we're going to talk about the nature of long-term holds, particularly talking about a paper that came from the Yale School of Management on building a business or buying a business and then holding it for a long time. This is mostly about building a business and then holding it for a long time, as opposed to selling it or flipping it. And so I want to go through this with Richard because I think a lot about the younger docs that are not building equity themselves by building a practice and again, getting multiples down the line. And I don't know how much this consolidation happening in the field helps or hurts younger dogs, I have heard arguments made for younger dogs that they are able to buy into things that will be worth a lot more and then sell for a lot more later. But I don't know. So we're going to review this paper together. So and bring up some points for all of you. And then we'll share this paper for you in the show notes so that you can review it yourself. But let's talk Richard, about buying and holding a business and then we might be able to also talk a bit about some things that are either accelerating or decelerating in the field. Maybe it's a good time right now. But in your view, how do you Scott, how do you do summarize the pros and cons of holding a business?


04:19

Oh, Grif, I'd actually unpack this article from two perspectives if I'm putting on my pure corporate finance numbers guy hat on. One is every year my business makes money. What do I do with those profits? Do I Do I pull it out? Do I invest in something else? Do I buy a new sports car or do I reinvest in my business? And the second aspect is when do I sell and I think whether you're in the fertility business or another business, to the extent that you can reinvest your profits to grow your business profitably. It always adds value whether you're adding another doctor to fund growth, you're opening a satellite, you're buying equipment, you're expanding your facility. If over a period of time, that endeavor generates a higher return than the cost, you've added value to your business. And some of the great success stories in the fertility industry, Shady Grove, Boston IVF, others CCRM, in its early days have added value by reinvesting in themselves and growing, as long as you can earn a higher return than the cost, or alternative investments, that always is a positive, especially in owner operated businesses. The second aspect is the whole concept of do I sell? Or do I continue to grow my business? And that's related to the first answer, if you can reinvest in your business and generate an incremental return above your cost relative to the alternatives, you're going to be better off in the long run. Now, there are some caveats that the article talks about, which I'll double back to in a minute. But if you continue to grow your business versus Okay, I want to sell like the article talks about I have to pay lawyers, I have to pay accountants, I have to pay advisors, I'm gonna have taxes, am I really getting what I think I'm gonna get. And again, some of the great success stories in American business and in the fertility industry, are companies that have held long term. Now that that can change. When you and I talked in January, the market for PE back groups buying fertility practices was heating up, multiples were increasing. And when someone wants to pay you 910 1112 13 times your profit. And there are other factors that make you think about selling, I'm getting older. I don't want to be left out of the corporate consolidation. I have leadership issues. I need help with renovations. It's hard to resist that. But as the market pulls back, which it is now, people, I'm sure are rethinking? Do I really want to do this now? Or do I continue to grow my business?


Griffin Jones  07:24

So there can be conditions to sell? And that is part of the second part of the equation that you're talking about is when do people make this decision? But you also referenced the first part of growing the business investing in the business every year it's making money, what do I do with the profits? Do I invest? Or do I take some of it out how much of each the papers starts with this thought exercise, and it's an anecdote, but it's useful for people to think about, which is, think about where you're from, and our audience is from 75% is from all over the US and other 7% or so is from all over Canada, another 6% or so is from all over India, and then everyone else is from all over the rest of the world. And so think about wherever you are from Think about the wealthiest people where you are from. Are they employees of larger company? Did they do they flip businesses one after another? Or do they have at least one major enterprise of which they're still the either the largest shareholder or some kind of plurality shareholder? And I think of Buffalo New York, there's only there's only three billionaires in all of buffalo Richard so my list is a lot easier than somebody from Dallas or somebody from Las Vegas like yourself. In Buffalo. There's only three billionaire families the rich family which owns the very fortunately named by the way right that owns rich products. There is the Pegulas who own who now own Pegula sports entertainment which owns the Buffalo Bills and the Buffalo Sabers. But they've held the interest in their energy company is escaping me at this point and the Jacobs family who some of you know, the Jacobs family for owning the Boston Bruins, but before that they own Delaware North, which is one of the largest concession companies in all of the world and they still do and so so that passes that sniff test but Richard, can you give us more to think about if not data then other points for the best pathway to wealth being holding a business other than just the anecdotes phrase like that in the paper?


09:38

Well, some further anecdotal examples in our industry. Most of the transactions going on in the industry. The sellers are taking some combination of continued equity in their own business and or equity in the acquirer. And if you think about some of the growth A success stories of people who've built businesses and sold them. Most of those people are people who've made great wealth outside of ownership, the first thing they want to do is look for something to buy. Investment bankers, pe people, when they make their riches, they then want to own their own business. People like Griff Jones, rather than being consultant and working for somebody else, you own your own business and continue to reinvest. And so the world evidence is that when people make good money, if they're not holding their business long term, most of them that are really successful the second time around, are buying another business reinvesting in themselves through partial ownership, investing in the company that's bought them looking for that long term value. Now, there are a lot of good, there's a lot of good information in that article about what it really costs when you sell your business, you think you're selling your business at x times your earnings, by the time you get done with the fees and expenses and taxes, you're not getting as much as you think you're getting. Which is why, again, from a pure mathematical standpoint, if your return on reinvesting in your own business is higher than what else you can do with your money, apart from the social, the social equity value of building community and building Employee Relations and building community relations, it's always better off to wait as long as there's not a prevailing alternative scenario.


Griffin Jones  11:40

So what you're talking about Richard is substantiated in the article with the 2017 version of the Federal Reserve's evidence from the survey of consumer finance, indicating that US wealth predominantly resides with entrepreneurs and business owners, the top 1% of wealth holders in the US derive the largest percentage of their wealth from business equity, and other financial health as as, as opposed to residential equity or retirement assets. And,


Richard Groberg  12:08

you know, are people people who who earn high salaries and, and get sales commissions, they don't build long sustained wealth, unless they become owners, or they reinvest those profits in something that gives them ownership or long term value.


Griffin Jones  12:27

So maybe, you know what I do want to go down this rabbit hole for younger Doc's listening, I kind of want to save being prescriptive or even not being prescriptive, but giving younger ducks more to think about after we get more into the paper. But it raises a good point, which is, sometimes people do get money from other ways, then being the capitalist from the beginning, and then they become the capitalist. So in other words, may be one route, is to build a practice from the beginning and and then you're building equity from the start. But another potential way is you go work for someone else, like a dog, and earn a lot of money and minimize your expenses, and then start a group you open up a practice or buy into another venture, do you think one is usually better than the other? Well,


Richard Groberg  13:27

it's hard to answer that without looking at the other factors that affect it. For younger physicians in the fertility industry, the cost of getting in business, the cost of operating is very high, and you come out of school and med school and your specialty, and you have so much debt. How do I afford to open my own practice? How do I compete with the big group down the street makes it more difficult, and we've seen that in other industries. So there seems to be a movement away from younger doctors coming out of school, opening their own practices, versus going to work for somebody else. And, and hopefully, and I'm seeing the PE back groups, granting equity over time and options to the younger physicians, so they do have a stake and can build wealth. And it's not just about maximizing my current income, but at the same time Grif I am seeing some groups starting, that are backing doctors to open practices from scratch. I'm working with one now in the southeast and for them, and hopefully for a lot of others. It's not about how much what's the most salary I can make. But how do I earn equity and build long term value? But as I said before, it gets difficult in an environment where the cost of getting in business and staying in business is very high. And I'm competing again. Hands roll up groups with hundreds of millions of dollars of private equity backing, that can spend on marketing and recruiting and opening satellites much more easily than a doctor just out of school can.


Griffin Jones  15:15

Okay, so we have major expense considerations for doctors just finishing training, we've got other considerations for ducks to think in the when do I sell question that are within a few years of retirement, maybe they're within one or two years of retirement, and it's just getting to be to be a lot and, and there are reasons to sell that you brought up earlier. But what about the folks in the middle? In your view? They're, maybe in their mid 40s. They've been a partner for eight years, and maybe they have one senior partner, then they have two peer partners and then two associates on the way What about that middle group here is this is that really who the paper is talking to about holding their that holding their practice?


Richard Groberg  16:07

Yeah, I've had a few situations like that this year, where you've got to practice with a few doctors who are significantly older and closer to retirement, and other physicians who are 1015 20 years away. And interestingly enough, in some of those scenarios, where they've sold to the roll up groups, the younger doctors have retained a significant equity stake in the business to bet on their future versus cashing out. Whereas the older doctors would cash out. I've worked with other practices where absent what I call stupid multiples from the buyer groups, they're like, Oh, I'm 45 years old, I've got 1015 years at most, my practice is still growing, I still have opportunities, I have no interest in selling now. And I remember in one of my former lives grift when I was in the veterinary industry, and I was tasked with going out and buying practices for a corporate group, I need some doctor who's making a ton of money. And I basically said, unless you're ready to retire, or have some strategic reason for wanting to sell, there's no reason for you to sell. Here's my card when you're ready, call me. Because they're making too much money, there's too much growth, they can reinvest incrementally, profitably, again. But doctor can open a satellite and a physician and generate enough incremental business and grow his or her practice or change your quality of life by not being the only physician. The value added there is better than I'm going to sell, pay all the advisors pay taxes. And then what do I do next? Where am I going to make this higher return as my business.


Griffin Jones  17:58

And that ties into performance. The paper also talks about compounding and of course, compounding capital as a surefire way to accumulate wealth that's discussed anywhere that wealth is discussed. But in the paper, they talk about the concept mathematically, and they illustrate it by depicting the growth of $1, over 25 years, at 15% interest per year, initially, barely any interest is paid. But over the 25 year holding period, the initial investment soars to over $32, the first 15 years representing 60% of the holding period, show the first dollar have grown to $8.10 20 for 24% of the total capital growth in the final 10 years, that $8.10 More than quadruple to $32.90. And a full 13% of the total growth occurs in the final year. So translate that for the rest of us that are not CFOs, please.


Richard Groberg  19:06

Well, that example is a little bit sort of mathematically theoretically static, in that if you're reinvesting your money, and you're earning 15% a year, that that's the case, unless you're investing in bonds or some interest bearing account. That's easy math. But that doesn't necessarily apply, if I'm reinvesting in my business, unless I can earn those kinds of returns versus pulling the money out and putting it elsewhere. But there are also some tricks of the trade if you're if you're opening a new satellite, there are expenses to open it that get deducted for tax purposes, that you're generating the incremental revenue. And if you sell a year from now with the same multiple you could sell now But you added $1 of men earnings than you're worth $10 more. If you wait two years, if you keep doing it over and over again, you get the same compounding effect. The unfortunate reality is that for the average fertility practice across the United States, and frankly, for the average roll up group, unless you're doing something unique, and you're adding services, or you're again, opening satellites, adding doctors, it's hard to generate a 15% compounded return year over a year. Again, unless you're doing things like some of the great success stories have done, or, again, companies like engaged MD and others that are increasing their number of subscribers and increasing revenues by reinvesting constantly in marketing and sales people and adding services. I hope that I hope that answered the question.


Griffin Jones  21:03

It helps to illustrate the concept in a way that isn't like the example that's often used just about compounding interest, how much money would you have if you compounded a penny every single day, if you just started off with one penny on day one, and on day two, you had two cents, and on day three, you had four, etc, etc, that by the end of that it's in excess of $5 million, I believe. But of course you're not you're not doubling money every single day in any kind of investment or owning a business or being in stocks or even writing the crypto wave really. But the so you help to give more context to that example of that. That's how compounding can work. But it doesn't mean that that is the way that it always works. You talked about what do you do with your businesses making money? What do I do with the profits? Is there a way of thinking about it? With regard to how much one should invest? Other than the other side of it, which is this is how much I want to withdraw for personal expenses. I want the Tesla now I want the vacation home, I want to go to Bora Bora. Is there a way of thinking about how much money to reinvest versus how much to distribute? And at what point?


Richard Groberg  22:29

Yes, the practices that I work with that are not sale assignments, but looking to grow and expand. It comes down and in any industry, it comes down to a fundamental, you know, a doctor says I want to add a doctor, but I can't afford it. So okay, how much is that doctor gonna cost you? And how many more cycles-starts? Do you have to generate a month to pay for that and be incrementally profitable? Or I want to open a satellite? Okay, well, how much is it going to cost? What's my overhead gonna be? How much more business do I need to do to be profitable? And what's the likelihood? Or I want to buy a piece of equipment? Not because obviously, safety and patient care is always first. But someone says I want to buy a piece of equipment because it can do extra me. Okay, well, how many more of those procedures will you do a month? How much are you going to charge? And is it profitable. And if it is, then assuming you don't have other things personally, you have to do with your money, it'll that investment will make your practice more profitable. And if today, your practice is worth a multiple of x, as long as that x doesn't change a year from now, if you're making $1 more than your cost, then your business is a bit more valuable than it was today by reinvesting in it versus taking the money out and doing something else with it.


Griffin Jones  23:59

I suppose that this could be an entire episode in and of itself, especially when we talk about satellite offices. You talk about forecasting of this is how many more procedures I expect to do this is how much more revenue I expect to Bill. Is there also a way in perhaps it's just going against those projections in real time. But whether you cut losses on an investment because I think that's one of the things that make people perhaps want to sell sooner is like well, I could invest in the business in this way. But if I am wrong, and I don't make $1 more than I did last year, because the expenses are more than that set on that satellite office then we expected that they would be how should one review that perhaps review the forecast to decide okay, this is this is something that we were right up out and we should keep going or, or, or bail on. Where? Because I think satellite offices. This is anecdotal. So I don't know if this is true, Richard, but it seems to me like they get let go more frequently than they make it a year or two. And maybe I'm wrong about that. But how can people make more informed decisions either as they're forecasting, or they already have forecasted and open, but they have to make a decision on to, to continue to investor cut their losses?


Richard Groberg  25:34

Well, any kind of decision like that there's a judgment call, people need to do their homework, if they're opening a satellite or adding a doctor, they need to weigh demand and potential demand and weigh the risk against the costs. They need to have the wherewithal to make the investment and bear the risk that maybe instead of taking one year, it takes a year and a half or two years. But that does need to be weighed against the alternatives. I mean, I could argue the other side of it, some people feel, you know, something, I work in this business, I make my livelihood, it pays my salary. Maybe I need to diversify. On a recent fertility sale, one of the internal discussions was, how much do I bet on myself, versus taking equity in my acquire, which diversifies my risk? Because now, my results aren't dependent on not just my practice, they're dependent partially on 510 15 practices around the country, and the ability of the corporate group to do some things, or, you know, something, I'm going to put the rest of my money in the stock market, I want to know a very famous broker, who would not buy one stock ever. Because he said, I make my living on the stock market, if the stock market goes down, my livelihood gets hurt. So my profits from the stock market, I put in real estate, so I'm diversified. So there is no one right answer. But I think it should be balanced. But I also think that there's another concept from from this article that I think is important is that if you're building your business to be fundamentally sound, and not be dependent on a flip, then you can weather a storm. You know, look what happened in 2020. With COVID, a lot of businesses that weren't prepared to weather the storm in various aspects of the utility industry were hurt 21, it rebounded 22, as an industry has been a little softer. So if you're fundamentally sound, and you've protected your downside risk, then it's not about what I'm going to get bailed out, because the next roll up group is going to pay me an insane multiple, you don't have to sell and when the time is right, and the factors, say this time, then I can choose that decision versus being forced to.


Griffin Jones  28:12

Let's talk a little bit about taxes. And I'll come back to other parts of the paper. But we talked about diversifying risk, we talked about compounding one consideration in how much money that one makes is how much they have to pay in taxes. And so can you talk a little bit about the advantages of holding business versus not with regard to tax?


Richard Groberg  28:37

Well, when you decide to sell, even though in today's market, people are taking some retained equity in their business stock in the parent, which usually can be tax deferred, the cash portion of what you get is going to be taxed. And that means that your net proceeds are less, there are always some strategies and tactics and things that tax experts and tax lawyers can do to minimize that. But you don't get what you think you're gonna get. Versus Holding, holding, holding. Again, you build a very valuable business, you always can borrow against it to create liquidity. There are things that you can do without selling, paying taxes and having a lower net proceeds. And again, depending on what state you're in, it can be painful California. If you're selling your fertility practice, between federal and state taxes, it's a pretty painful number. And a lot of people don't set up their corporate structure preparing for that. And then when the deal happens, they realize oh my goodness, I'm not getting what I think I'm getting. But again, it also comes back to why and myself Like, if I'm selling because I'm older, and I'm closer to retirement, and I need to diversify, I'm worried about competitors coming in my market need a big brother behind me. Multiples have gotten so high that I'd be crazy not to sell part of my business, I need to build a new facility or renovate, then you take into account the tax aspect. And you just understand that I'm gonna have to pay what I have to pay. I want to make another point there. To the extent you're reinvesting in your business in a way in which you get deductions, then when you sell some of your taxes or long term versus short term, if we go back to my example of I add a doctor, physician, and the physician costs me, let's say it's a major urban market, by the time I got them with salary, benefits and malpractice insurance, they're costing me over $400,000 a year. But I generate enough incremental revenue that I'm profitable, then my revenue and expenses are proportionally balanced, I've made $1 more, if my business is still worth 10x, then I've added $10 in value that will be taxed as long term gain versus income short term.


Griffin Jones  31:28

And I suppose there's also the benefit that a business owner has. And in order to be able to deduct some of the expenses that we talked about, in our previous episode, where you were advising on categorizing as one time expenses, these are things that maybe maybe it was a business trip, that was kind of a business trip, but kind of a personal trip. And and I don't even know if the paper is talking about that kind of tax advantage.


Richard Groberg  31:57

No, it's not. I mean, it's like, again, if if I had a doctor for Doctor cost me $400,000 a year, and I generate enough cycles, that my profits, my revenues are $401,000 a year, I have 401,000 of revenue, I have 400,000 of expense. So but I've added $10 of value to my business if my business is worth 10x, because I have $1 More net profit with that new doctor. So I've offset the revenue. So I've got no tax impact. And I've created $1 More of long term value.


Griffin Jones  32:36

To give some more context to the paper as well. They're not talking about businesses that are suffering for a long time that aren't creating value that have a poor investment thesis. They say that a business that is slog through for five to 10 years without really getting off the ground should be liquidated or exit even then I don't know that that's totally obvious of what that is, there could be some, there still is a line that says well, it's making a little bit of money is it worth getting rid of and moving on to doing something else. But what they're talking about is healthy business with a tenable investment thesis that is improving their revenue consistently should not be sold just because of a 60 month period of up and down what they are talking about in terms of really good business to hold on to is one that is capable of generating mid teen returns on equity for at least a decade with a path forward for equally desirable returns, in your view from looking at a lot of clinics, books. Are they doing better or worse or around that?


Richard Groberg  33:51

As a general industry? 2021? I would have said yes, in the post COVID recovery. Most of the industry statistics say in 2022 in general No. Of the eight practices that I'm currently representing one way or another, some are growing significantly. Some are relatively flat. And there's a whole host of reasons why. So every business is unique in that regard, but as an overall industry. They're not growing that dramatically. Which by the way is part of why recently the PE back roll up groups are starting to pull back from being as aggressive, lowering their multiples that they're willing to pay. And some of them have even temporarily paused in the market, because the growth does not support the valuations being paid because practices aren't growing double digit like they did in general in 2021.


Griffin Jones  34:57

So there's a bit of a Yeah. I don't want to call it, Jacqueline. No, I wouldn't. So there's a bit of a catch 22 in that if you want to diversify and reduce some risk by selling at a higher multiple, because you're not doing as well as you were last year, well, the buyers are also seeing that. And so there may have been a six month window, where there, people could have said, you know, what, I probably only have about two years left or three years left, and I don't know how long this slower growth or flatlining will continue. But now, buyers are potentially seeing that as well, from what you can tell.


Richard Groberg  35:43

Yes, I mean, if I'm a, if I'm a fund that invests in the PE back roll up groups, between the slowing economy and slower growth in general, the utility industry and higher interest rates, you know, how do I justify the valuations on paying? Now, having said that, the and we talked about this last January in our podcast, the premise that one of these groups will find some economies of scale, and value added, above and beyond an individual practice, that hopefully will make the corporate group and the underlying practices more profitable over time than just going it alone. But like any other investment, stocks get overvalued. And they eventually correct back to a rational place. And that's going on now. Because just like the individual practices, the corporate groups have to ask themselves the question, if I'm reinvesting all my profits to buy more businesses, am I generating a higher rate of return than doing something else with the money? It applies to everybody all the way up and down the food chain.


Griffin Jones  37:04

And from the seller side, we talked about taxes being one of the things that they have to consider. But there's also transaction fees that the paper discusses. So how significant is that? And How significant are transaction fees when a practice is selling their practice? And how significant is it when they're selling part of the practice that maybe they're not totally exiting, but they are selling a controlling stake in equity, maybe even a minority stake in equity, are transaction fees similar in each of those cases? Or do they vary depending on how much of the business someone is selling?


Richard Groberg  37:48

Well, if you're selling a minority stake to an associate, or partner leaving is buying out another partner, the fees are much less significant. And I have some of those clients and you manage it properly, it doesn't get out of control on on sales to the PE back groups, even when the selling doctors are retaining equity in their practice, equity in the buyer or both. The fees can can be very significant. The buyers hire an outside accounting firm that goes through your numbers with a fine tooth comb to make sure everything is recorded properly. A lot of businesses are on a cash basis and need to be converted to accrual basis, you have legal fees, you have an unbelievable burden of document requests that burdens the practice manager and other people. And if you and then of course, you have fees to the advisors, people like me and others in the industry that helped guide through the negotiation process. And then the lawyers and accountants, you know, it can get expensive, but you only do this once. So making sure that you've got good counsel and good accountants and good advisors is worth the investment if it's not getting out of control. Because if you're still going to own part of your practice afterwards, you got to wake up the next morning and know what the deal is with the person you're now working with, as opposed to being on your own.


Griffin Jones  39:24

Well, so do you only do it once? Or is there more transaction costs to consider if I'm selling a controlling stake in the practice now I'm selling 60% of the practice. I'm retaining 40 Do I have to expect the same transaction costs to be incurred the next time? When


Richard Groberg  39:44

what no because what typically happens is, let's say one of my recent transactions. That was a multi Doctor practice where two of the doctors were older and closer to retirement, but there were younger doctors. They sold the practice They took some equity in the parent and they took back 40% of the practice going forward, which differed a bunch of taxes, and gave them an incentive to grow their practice, but also gave them the diversification. The documents themselves were such that when one of them's ready to retire, or a new doctor physicians coming in, that they want to sell some equity to the documents were so thoroughly negotiated, that there might be a little bit of legal work internally, but not to the extent of I'm selling all over again.


Griffin Jones  40:33

Do you want to talk about the idle cash? Because I don't I want to I wanted to ask you about it. But I don't totally understand it. The idle cash part of the paper?


Richard Groberg  40:44

Yeah, I mean, especially if a business is expanding and taking risk, like you talked about before, I think it's important to keep reserves in the business. In case things don't go well. But if you keep too much reserve in the business, it's what's called dead money. So if if interest rates are one or 2%, you're keeping a whole lot of money in the business, you have to say to yourself, oh, if I pull that money out, what else could I be doing with it? Could I earn a higher return somewhere else, versus just letting it sit there and not be reinvested or in return. But again, it's very important. And I'm a big believer that businesses should have some cash reserves. Because you never know what's going to happen. You never know, when the next COVID happens, or you get seven feet of snow in Buffalo, and you can open for a week, or, you know, I had some businesses in Staten Island where they had the hurricane come through a few years ago, and they got flooded and took six months to get insurance money. So again, there's no black and white there. But cash just sitting there not doing anything isn't earning your return.


Griffin Jones  42:02

So I think what the paper is talking about here is that there's also risk of have the opposite of that wretched. So if once you if you do sell a business, you don't want to just have it do nothing and not compound. But there's a risk in the redeployment of that cash that finding a new business to start or purchase is hard work requires a lot of time. And there's also a high possibility of false starts. So you have something right now that's making money, maybe it's making 10%. Maybe it's making 5% compounding year over year, maybe maybe some years, you're doing really well. But if you sell it, and then you have to make the decision of well, it's not it's you know, it's gonna make one to 2% in a savings account. What do I do with this money? Now, in terms of how I redeploy it, it takes a long time to start another business or even find one that's worth buying.


Richard Groberg  43:02

Yeah, that's what I was thinking about the other aspect of idle cash. But that's true. And you and I both know, some people from the industry who sold their businesses for a significant amount of money. And then they're scratching their heads, what do I do with it? Do I speculate, where can I reinvest it? It's not earning much for me anymore. And some people make colossal mistakes in that regard. It also depends on where you are in your life. You know, if you're 60 years old and closer to retirement, you're going to be more prudent with it, then, you know, I just cashed out and I'm 35 years old, and what am I going to do and there are some great success stories and there are also some people who've gotten in trouble making rash mistakes.


Griffin Jones  43:54

So that has to do with the the redeployment risk of the money, there's also redeployment risk in choosing a venture. So if you have a practice that's doing really well, and you think you know what, I can sell the practice right now. And then I can start a company that is maybe I start a surrogacy agency or I start an AI company or I start a finance company for fertility cycles, that I'll just take that money, and I'll I'll start the next venture. But this paper talks about the redeployment risk in doing that, that that is far from a guarantee that just because one person was successful at an untrue entrepreneurial venture in one area, that they will be in another for a prolonged period of time.


Richard Groberg  44:50

Right. And you just brought up a good point, which is the redeployment of human capital versus financial capital, someone who started and ran their business and may have A lot of money. Getting there are two aspects is what am I going? Where am I going to redeploy it? But where am I going to redeploy my expertise, and my passion. And sometimes those two can be in sync. And there are some great success stories when that's happened. Think about Mark Cuban are some people in our industry who've done things successfully one time and then redeployed in a different area, and there are others who were doesn't translate.


Griffin Jones  45:29

So now let's start to explore when it is time to actually sell. So we talked about risks to selling we talked about the compounding benefits of holding on to a business, the paper says that we think keeping a business that is performing well has a durable investment thesis is a privilege and is an economic golden goose that should be nurtured, pampered and retained for as long as possible. Doing so provides a few other primary benefits, like we talked about avoiding transaction fees, avoiding tax fees, and or avoiding certain taxes at certain times. But as you mentioned, there still can be a time to sell. So let's pretend all of these things are the case, Richard, that that things are still going well, is there? Is it still? Is there still a time to sell. And let's pretend everything was like how you saw it in 2021. And it was year after year after year, is there still a time to sell? If things are mid teen compounding returns every single year,


Richard Groberg  46:41

I think there are a combination of factors which lead people to sell. And this year, even with the market now pulling back, there's still people doing and it's usually not one reason but a combination. physicians who are getting closer to retirement, thinking about retirement diversification concerned that they don't want to go it alone. The some of the big groups are going to come into my market. And while I'm still growing, and doing well, I need a I need a strong partner to help me. I need to renovate my facility or build a new one. I'm having a hard time recruiting. There are some practices where you and I know where a doctor was 60s partner was retiring, he had a hard time recruiting, he wasn't ready to leave. So he sold part of the practice. Or the practice has problems that the current leadership can't solve that perhaps. And then of course, if you take any combination of those factors, and then valuations are high, you know, if I've got practice growing double digits, and that's a multi Doctor practice. And someone's only willing to pay me five or six times, well, I might as well keep going. But if I have a multitude of those factors that are weighing on me, and valuations are still strong, and some of the subjective factors meet my objectives. While it is still time to sell. And even with multiples coming back to reality, there are still practices that I'm working with that are selling because they want a combination of those factors. And then they figure out how do I minimize my taxes? How do I diversify my risk? How do I still own part of my business so that because I still believe in it. And by the way, some of the practices that I'm working with are still on double digit growth paths, but meet some of those other objectives. And their attitude is, well, if the price is reasonable, and I have the right partner, and I still retain part of my business, it makes sense to do it. If not, I'm growing 15% per year, so I don't have to sell I'll wait.


Griffin Jones  49:03

That level of growth. And those concerns seem like they should address each other meaning for practices that are growing 10 12% 15% year over year, it seems to me like it makes sense to solve for a lot of the issues that you talked about while they're having that level of high growth meaning they get to a point where they don't want to face competition. They are there. They're getting close to retirement but they're having a hard time recruiting ducks to come in. Maybe they're having a hard time recruiting other staff like embryologist it seems to me like solving for those issues investing in the the company while they're doing that well make sense to do because a lot of times people will say, Well, we're growing so much anyway, why do we need to invest in these areas? because eventually you get to a point where that might force your hand to sell, it seems to me. And it seems to me that if they do invest in those areas that they're not as pressured by this sale and an answers to some of the question of how much do I reinvest in the company right now?


Richard Groberg  50:22

Well, in most cases, when they're getting that kind of growth, unless there's a very strong other factor, it probably makes sense to wait. I have a few situations where the combination of factors is such that okay, I probably could wait. But because of my growth, I'm going to get a higher valuation and cut a better deal and get the help I need but still own part of my practice. So, you know, I like to say there's a reason why they're 31 flavors and Baskin Robbins, everybody likes it differently. So depending on which who the group is, the answer might be a different answer. But again, the longer you wait, if you're growing, the more valuable your businesses on a pure economic basis, the way this Yale study is calculated, which is, which is an accurate way to do it.


Griffin Jones  51:19

I'm stepping away even from the sales question for a second, going back to the reinvestment section for or the reinvestment thought for a moment, which is, if you have a practice or a business, whether it's in the fertility field or anywhere else that has mid teen returns compounding year over year, and really isn't the investment, just making sure that that thing goes on forever. Don't you just want that to go on forever. And I guess it gets to a point where if you start to see some growth, that's a lot higher, like a lot of people saw in 2021, a big jump in the end of 2020. over the previous year, doesn't it make sense to say, you know, what, what we're trying to do is preserve our 12 13% growth year over year, anything after that is going to go back into investment into making sure that we're that we're doing that for the next five and 10 years,


Richard Groberg  52:16

if you have a valid place to put it. Yes. So let me give you an example. I'm working with a company in another industry that has a bunch of retail locations. And last year, the business was at breakeven, the business has tripled, it's making a lot of money. Every dollar has been reinvested this year, to open more locations to replicate what it was doing. And by the end of the year, it'll have twice as much revenue and be twice as profitable. And instead of pulling out $3 million, that $3 million is being reinvested and probably created $10 million in value to the owners. Now, a year from now, the investment proposition may not justify reinvesting. So there's, you have to reevaluate all the time, whether I can make more by reinvesting then doing something else with that money.


Griffin Jones  53:14

So those things are immediately obvious in terms of where you could reinvest your money. There's other things that maybe work but aren't as obvious as if we open up in this location, we'll get this many more patients right now. Or we can hire this doctor right now and see this many more patients and do this much more volume. But I think of things like, Oh, if you were doing really well, in 1996, maybe you didn't need to buy a website and invest in having a website, but by the year 2000, you you needed to have it. So do it in 1996, even though it's not a place where you have to put your money right now, but in a few years it will be or social media in 2012, let's say but then by 2017 or 18 is you're not attracting nearly as many patients if you don't have that and or all of the things that are necessary for recruiting young Doc's that might not be a place that we have to put our money right now. But in order for us to not become the older group that has a hard time competing for the newer talent, we have to make a couple of changes. So what about those investments that good point that aren't as immediately obvious.


Richard Groberg  54:39

So if I put my financial geek hat on, and someone says Look, I need to hire Griffin, I need I need to build a new website. I need to have a marketing campaign. I need to figure out how to convert more of my leads into interest into actual cycles, new patients and cycles. At the end of the day, while there's not a black and white answer you still need to die would do the financial analysis, what's it going to cost? And over time, is it going to generate more more patients for me, which results in revenue, which results in profits, which makes my business more valuable. And those often are not short term decisions. But if I've also seen the other side of the equation where someone spends money on something that feels good, but if it's not good, either improve the quality of medicine, improve the quality of customer service, or bring more customers or revenue in, you have to question the economic validity of making the decision. That makes sense,


Griffin Jones  55:48

it does make sense and to me, it hits the nail on the head of what makes the best visionary entrepreneurs is they can navigate those decisions, when the clearest, and most obvious data isn't in front of them in that people can err on the side of well, I can't make that calculus right now. Because I don't know what the return will be. And then they end up not investing in the things that allow them to continue to appeal to the people that they're trying to recruit to come work for them, that people that can that become their patient base in the future, because they're doing well attracting patients right now. And then just over time, they become the less desirable group and their volumes decrease and, and then you get to the 2022, end of calendar year where they are in the group that you're talking about that isn't doing as well, because they didn't make those decisions five or six years ago, and or maybe even two or three years ago. But you can also err on the other side, like you said, of people that just throw money away. And, and there's a lot of faux entrepreneurs that do that. Because this lol This is an investment. And it never pans out to be one. And I think the best visionary entrepreneurs are the ones that make those decisions without airing too far on either side of the spectrum.


Richard Groberg  57:18

Right? Typically those kinds of decisions, you're going to be 51% right or wrong. But you've got to think about what happens if I don't do it, well, I lose business. If I don't make this investment. If I don't update my website, if I don't figure out how to convert better. If I don't improve my lobby, am I going to lose business. That's the same economic analysis, it just works in reverse. Not how much incremental revenue and profit am I going to get? How much I gotta lose, if I don't do it. And great leadership, you can't great leadership, you can't just live by the numbers, you can't just live by the seat of the pants, and I'm gonna hold my finger up in the air and see which way the winds blows, you have to look at both and make balanced decisions. And if you're taking a huge risk, you better have the wherewithal to withstand the storm.


Griffin Jones  58:17

And I would define a huge risk as something that that bets the farm. And if it has to do without, do I just take out a bit more profit this year, and you don't really need to take out a bit more profit than my gut tells me to reinvest back in the business. And that's if it's, if it's something that's if you're if you're kind of on the fence, and you don't totally, you don't really need the profit, then if you make five of those decisions, it's likely that one of those is going to have a Pareto effect distribution where it's truly significant for the business.


Richard Groberg  59:00

You know, again, without revealing anything confidential I know over this last year or so you've done that you've reinvested in staff and other things to expand your business and make your business more valuable by being a more robust greater depth service provider to your your clients.


Griffin Jones  59:21

I think about the the building the business in this way of having a hold asset and that's why I wanted to go over this paper with you and and like you said that applies to me with what I'm doing with my business. It applies to a lot of practice owners. When I first wanted to talk to you about it, I thought of the younger Doc's that have not bought in yet that are about to buy in. And I don't think this paper really speaks to them. So what do you what do you think this paper means for those folks? So that's who I was originally thinking of the folks that are me Be they've been in associate for two year three year, they have the chance to buy, they either have the chance to buy in, start something on their own or, or buy in or work for a new network group. And so what do you think this long term hold principle means for the folks that are not yet owners, but are on the cusp of potentially being owners,


Richard Groberg  1:00:26

I think in the fertility industry and other health care businesses, where the practitioners are the primary drivers of the business, in the long run, if you have any kind of ownership mentality, you care about your business, you want it to do well. And it's not just the job, you're not going to build the same kind of wealth, just taking a salary, maximizing your income, as having a piece of your own business, whether you're starting your own practice, you're starting a practice backed by one of the groups and I've got a client doing that, or you're opening your own business, the concept applies if you're, instead of making $500,000 a year, if you're making $400,000, you're here. And that other 100,000 is building equity in your business. If you believe in yourself, and you're building business value, then somewhere down the road, you're going to be worth much more money. And frankly, from a from an self appreciation standpoint, you've built something that's partially yours, you're better off. Now that needs to get balanced against do I open my own practice? And where do I get the money to do it? Or do I work with one of the groups and make sure that they give me equity or options or those kinds of things. But again, I've worked with physicians who want no part of that. But for the most part, physicians in this industry and other practitioners are so dedicated to the craft, that why would they not want to own a piece of what they create?


Griffin Jones  1:02:03

I think it is okay to not want a piece of it too, even though the evidence that we've gone over today is dictated that the people that make the most are the capitalists, the owners of the capital, doesn't mean that everyone has to do that, and you can't have a really good life. If you don't do that. I also think it's true for some business owners that as long as they don't walk away with lots of debt visa, as you make some money for a while, you can still go back to the to the employment path, if you decide, you know, what, I have now made myself a much more senior person I've been I, I have put myself on a track to now be number six are the number four at a much larger organization. And I never would have been able to build that career capital had I not been the number one of this smaller venture, and I can walk away from that and then go be somebody else's number four, number six, I think that's a reasonable. I think that's a reasonable career path. And I think it's it could also be the case for people that if they start their own practice, and maybe it's just them in a partner, and they do okay for five years. But maybe that makes them the opportunity to be a senior partner at a much larger group after that, as long as you're not going into debt. Or if you're making more money than than what you're borrowing or spending, then that still can be a part of the Career equation.


Richard Groberg  1:03:38

Yeah, not everybody wants to be an owner. In my former industry in the veterinary industry, there are now statistics that more than half of the veterinarians coming out of school don't want to be practice owners don't want to work full time, and the burden and stress of starting a practice and the debt in the ownership, which plays into the corporate groups. There is some of that in our industry. Not everybody wants the burden, financially and mentally of being an owner. And I'm fine. But even then, to the extent they can have a small piece of the equity, whether it's options and equity in the parent company or a piece of their practice. There are ways that roll up groups are making that happen now. But again, there's no one right answer because everybody's different.


Griffin Jones  1:04:29

But I would love to have you back on for a live event where people can ask questions in real time, but for concluding this thoughts on the yellow paper, which we will include in the show notes, what would you like to summarize for the audience?


Richard Groberg  1:04:45

I think the premise of the paper is, is that if you can reinvest in your own business, and it doesn't have to be at a 15% return at a higher return than you can do elsewhere with your business. You You're building value you're building community, you're building loyalty amongst your employees and constituents. And your business will be more valuable when the other factors say it's time to sell. But every micro and macro decision should be made with some thought process of what are the financial implications, and the non financial implications? Not one or the other.


Griffin Jones  1:05:27

And I suppose that valuing one's time would also be a tiebreaker for that, isn't it, Richard? So if you could have a business that's doing well, but if you're working 80 hours a week, and you feel that you could be doing as well working for someone else, it at some point, one's time is is valued in that not just for earning potential, but also quality of life and, and their time with their family. And


Richard Groberg  1:05:54

that is one of those factors that would lead someone to say, you know, something, let me let me get the benefit of selling to another group and having them help with certain things. Take some pressure off


Griffin Jones  1:06:08

me. You had a few people that reached out last time we shared your email address. Are you comfortable with doing that again? How can people find you?


Richard Groberg  1:06:17

Absolutely, I can be reached at Richard Groberg and outlook.com. I'm on LinkedIn as well. And your podcast is so well viewed and received, that I had a number of calls, I picked up a number of assignments to work with fertility practices, both in the United States and surprisingly from Europe. So I think that's a testament to your reinvestment in your business to continue to grow it.


Griffin Jones  1:06:43

I appreciate that very much, Richard and I appreciate being able to cover these topics and I look forward to having you back on to cover them some more. Richard Groberg thanks for coming back on inside reproductive health.


Richard Groberg  1:06:58

Thank you. It was my pleasure.


1:07:01

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to Inside Reproductive Health



160 The Three Goals For An REI’s First Job, Featuring Dr. Neil Chappell

This week on Inside Reproductive Health, Griffin hosts Dr. Neil Chappell of Fertility Answers. Tune in to hear what advice the brand new partner has to contribute to younger docs finding their footing in the field. What does he consider the three goals every REI should have for their first gig?

Listen to hear:

  • The ONLY three goals for an REI’s first job 

  • How important Dr. Chappell thinks micro-geography should be to younger REIs when selecting their position, and Griffin push back on his qualifying factors.

  • What role Dr. Chappell believes research should play in a new REIs hierarchy of job “must-haves”, and how to adjust their expectations accordingly.


Transcript



Neil Chappell  0:00  

I don't want to make anybody feel like I think that their dreams are silly or unrealistic. But I do think that there's a difference between compromise like just compromising on what you want to do and then having a little bit of a reality check per se on like, what's your, what's your real life is going to have to look like


Griffin Jones  0:23  

my guest today is a good geezer, as the Brits say are owned by Rocco is the Colombiano se or perhaps a class act? If that's more familiar to you, you know, as opposed to the vagabonds that I regularly have on the show, Dr. Neil Chappell. He is four years out of his fellowship, which he did at Baylor. And the reason I wanted to have Dr. Chappell on the show is because he's recently bought into his practice fertility answers with Dr. John storm and has been on the show, Dr. Chappell practices out of Baton Rouge, Louisiana. And so he's part of what I might call the sophomore class here, he is neither just out of fellowship. It's not the first year or two of his job. He's grinding his teeth a little bit and gotten familiar with this system and now has bought in so I've had senior partners on the show, many of them have had many CEOs on the show. I've had some fellows on the show, I haven't had too many of this very new partner on to share her his experience. And I'm glad Dr. Chappell came on because he gives good context to what younger doctors might consider. He lays out three goals for a first job says there's three not more than that. We also talk about geography. We talk about learning the general field of business, we talk about how to integrate new processes, the process for processes, and we talk about some important education that he's found along the way, like many of you Dr. Chappell is someone that is continued his education. He went on to do chief residency when he was at University of Alabama after his program there while he was doing his fellowship training at Baylor, he also received a Master of Science in Clinical Investigation. Now he's learning the business side. And he shares some of those lessons with you. So I hope you enjoy today's episode with Dr. Neil Chappell. Dr. Chappell, Neil, welcome to Inside reproductive health.


Neil Chappell  2:21  

Thanks, Griffin. It's great to see you again.


Griffin Jones  2:23  

Your fellow podcast hosts. So it's good to have you on the show. I will tell you, Neil that I have not every week, but a couple of times a month, someone reaches out and says, I didn't like what this person said on the podcast. I didn't like this idea. And recently, I had someone called me and said, were you doing a commercial for this group? I said no. And it sounded like a commercial. And I don't think so. But I'll go back and listen. And I went back and listened. And you know, the first soundbite I was talking to my podcast manager about she said, You are borderline accusatory for that. So and so some people have views one way or another. But very often, they just want me to do their dirty work. And every single episode, I say if you if something is said on the show, you have an opportunity to come on and express a different view. And very few people have taken me up on it. One of them has been your partner, Dr. Stormont, some of them been Chasey keen from mate Dr. Brower from Shady Grove in New York and Dr. Arredondo, and those have been pretty much the only people that have said no, I didn't like this part that someone said I think rebuttal is necessary. And so there's been very few and recently that we've had some content about partnership about what new Doc's want. And there was something he said, hiding another view needs to be expressed here. So what was that?


Neil Chappell  3:56  

Yeah, and I remember your podcast early on with John, my current partner here in Louisiana, about what dogs that have been out for, you know, 10 plus, or 15 plus years, what they're looking for, and, and new hires. And that was a very salient podcast for me because I was kind of in just starting his practice. And then, you know, fast forward, you interview these three fellows, and I have a little bit of a different perspective, because I've been out now for about four and a half years. So I see. I remember I'm young enough to remember what it was important as a fellow coming into the field. But I'm a little bit experienced and now certainly got a long way to go and a lot of a learning curve to climb, but old enough and experienced enough in the real world, so to speak, to have a little bit more salient view on on the reality, I guess. And so I was I was thinking a lot of the things that they said in that podcast, I remember thinking, and I remember hearing from some friends and mentors now it's not really Do what you want, or, yeah, that sounds great on paper. But that's not really how it is that those kinds of things, and then I got onto the world and I'm like, Oh, this is, this is quite a new education, the cliche of you're gonna learn a whole lot in your first month out in the real world is is a cliche for a reason. It's very true. And so I think that and I sent an email to you and something to the effect of A, we've interviewed folks that are years away from fellowship, and we've interviewed folks in fellowship, but a few folks that have been just a couple of years out to kind of see both sides of the coin and maybe shine a little light on where the middle space actually exists. You know, in this polarized day, there's this view, way over here, and this view way over here. And the truth is probably somewhere in the middle, that somewhere in the middle voice was, I think, just maybe a viewpoint that was missing from the conversation. So I thought that might be something to do.


Griffin Jones  5:49  

You're right, that we haven't had so many from the sophomore class. So this year, four and a half years out of fellowship, you're you're now a partner with Dr. sermonette, fertility answers in Louisiana. And so what was it? What were those points that were made in that interview that you remember thinking as a fellow or as an incoming Rei that you thought that you that you now think are off base or off base


Neil Chappell  6:19  

is harsh? There's just there's just more to it than than that. So well, what were that. So, you know, I think first of all, anybody can have the practice that they want to have. This field is nuanced enough and diverse enough. I mean, it's reproductive endocrinology and infertility and everybody else in the rest of the world thinks so they're just IVF dogs, but that's not true. We do so many things, we're trained in so many things, that we have the capacity to have very different lives. And, you know, I've just reached out to the other 40 folks that graduated with me, and all of our lives are very different. So I don't want to make anybody feel like I think that their dreams are silly or unrealistic. But I do think that there's a difference between compromise like just compromising on what you want to do, and then having a little bit of a, of a reality check per se on like, what your, what your real life is going to have to look like. And so for example, you know, I think everybody's big on geography. Everyone says, I need to live in these places, or live in the city or live in this thing. Or, you know, I want to be by mountains or beach or river or or, you know, by my favorite sports team or something like that. And, and my feelings on on geography are, there's probably only one reason why it's important. Well, two reasons why it may be important. If your spouse can only work in one city, you're your host, you got to go there unless you've got a very interesting relationship. And to if you're if you really need to be close to, to certain family, and I guess that's kind of like a one, B because it's Same difference. You you want to be close to your spouse or your family, and they're limited in their geography. Okay, fine. You need to be limited in your geography. But I think I think our generation might undervalue the importance of micro geography, that's kind of the concept that I think, because at the end of the day, what are you going to do, you're going to go to your house, you're going to go to where you work, and you're going to go to your kids school, if that's, if that's part of your family dynamic. And that's kind of it, that's what most of your days are going to look like. And the days off, you're going to, you know, you're gonna go out to eat at restaurants, or you're going to go see a show, but most cities in America have those things, you can build a really nice life and just about any town, go where the market needs you to go. And then from there, build a little microcosm of your world and then go explore the world when you're on vacation, that that, to me seems the most realistic way to think about geography. So I think geography is just, it's just over emphasizes that important thing, I don't think that in the day to day it is as important to me. So by


Griffin Jones  8:46  

micro geography Neela you are you talking about community, building your own community, wherever it is that you and your, your own routine? Your your home? Is that what you're referencing? By


Neil Chappell  8:58  

kind? I mean, you know, they were like, Why did you go to South Louisiana to start your practice to build your career? And my answer that is because this is where I was needed. This is where there was a large market demand. And I knew that, you know, my life was going to be my house, and my job and my immediate family here. And so that was, you know, I don't I don't care that I'm not in a big time city or on the coast or whatever, because I've got I've got a really nice patient, you know, market and I've also got my little microcosm of of a family life here.


Griffin Jones  9:30  

Are you also close to the family that you're originally from or that you're your spouse's?


Neil Chappell  9:37  

Yes. So family was one of the reasons why we were like, okay, it's okay to move here. But that honestly wasn't in my top five, because I spent the majority of my my training away their families not listening.


Griffin Jones  9:47  

In the top,


Neil Chappell  9:51  

because, you know, it's not hard to travel to family. And I spent, I spent the majority of my, you know, adult training, you know, 10 years or plus years. Whenever not close to family, so it's it's nice to have them nearby. But it wasn't necessarily a deal breaker if the same position was true in Omaha or buffalo or whatever, then that would be that would be the case.


Griffin Jones  10:12  

Well, I don't want to just, I don't want to go too far into this point. But I'm would disagree that it's hard that it's not hard to travel to family, I think once you have once you have your family established, once you have your spouse's family, and you have other obligations, it's not the same thing as being close to them. And the only reason I'm staying on this point is because I am a huge proponent of people moving to small markets. And I think that small cities are where the quality of life is, there's a difference between a small city and a small town. And there's a difference between a small city and a big city. And I think for most people, small cities have the quality of life that you're describing, which is when you're a busy professional, you're a busy professional in Lafayette, Louisiana, or in Manhattan, or in Los Angeles, or in Buffalo, New York. But do you want to have a 50 minute commute? Do you want to have all of the other considerations that come into play in most of those big city amenities you can't take advantage of anyway. But I think it's easier to travel to the big city amenities, those things that don't really happen in small city and maybe like big shows are specific restaurant scenes or social scenes that might be really important to you, these type of these type of niches, I don't think it's as easy to travel to family, depending on what level you want to have access to them. But I, when I see Rei is moving to markets, like Lafayette like buffalo, like all of this, the the markets that are not in the top 20 It's almost universally because either they or their spouse are from within three hours. Well, that's


Neil Chappell  12:06  

why I say that one reason why geography should be important to spouse and family. So on this I agree, I guess to your point, maybe a better return instead of micro geography is that the quality of life you can have in a mid range city as opposed to the top 20. Really should should. It's really under emphasized. I think. So I think from a geography standpoint, unless you have to be in a city. Think about those other mid range cities, because they offer quite a bit. And yeah, I wish that another person would would go with would grow up in Louisiana and become a fertility Doc, I would love to have another partner here because that seems to be the only way to get them. Get them down here. That's true


Griffin Jones  12:43  

in this and it's true for for small markets across the country, I think it's a big access to care issue. And I'll keep talking about it on the show. Because one, I want more people to consider it for access to care, too. I'm biased, I'm from small cities, and I love it. And if you're a top wage earner, and the places that we're from your royalty, I mean, life is really good in places like Karen is, is interest rates go up across the country that that that house that is now a third affordable of what it used to me because mortgage rates were around 3% last year, and they might be 10% next year, well, guess what, that's not gonna be a problem for you in a small city. Because if you're willing to live in, in the intermediate house for three or four years anyway, you're gonna be able to buy the next one, you're gonna be able to buy it in cash. And in those smaller markets, that dream house that that would cost you three or four times as much in one of the larger cities. But so Okay, so geography was one of


Neil Chappell  13:46  

the other things. You know, I think there's the the other double edged sword is research. And I think that the where, where a middle a median conversation could be had is, you know, I think a lot of folks that have been out for a lot of years, they're so used to the high demand for the workload, that research and not that it's not a priority for them, but they want to hire somebody to be able to produce they want to bring somebody on to to see the 1000 new patients that are on their six month waiting list. We need somebody to see patients and graduating fellows, we're trained so heavily in research, because I mean, our Fellowships are that much longer. We're with that it's just ingrained in us that research is critical. So it's rare to hear a fellow say I want nothing to do with research, I want to join a program that has the capability or the capacity to do good research and to contribute to the literature. And they'll help progress the field. And that may be in strict research and grant writing and papers or in in an industry. Any one of those capacities could be because again, there's a lot of ways to do that. But I think that the where where the truth is between those two is that that's just the way these our generation is as being trained, and that's the way the field was moving, there's so much in genetics or so much in AI, there's so much data out there, that we're just we're trained to think about that. It with this, this impetus, and this emphasis on on urgency, and we, you know, this is our duty, this is our responsibility, this is our privilege to be the stewards of these data to put out good stuff. And, and so we come out of fellowship, where like, we want to, we want to do research. And then the folks are trying to hire us are saying, We don't want you to do research we want you to, we want you to just kill we need people to see patients, let's go. And I think probably the truth is we do as a field have a have a responsibility to produce good research, but from our standpoint, we need to be thoughtful about it, I think it's it's not necessarily realistic for you to go into a negotiation saying, I want my Friday's completely off to not see patients so I can just work on my research. That's a difficult thing, it doesn't pay the bills, it doesn't pay your salary. But at the same time, we are responsible for making sure that all of this industry stuff and all these new technology and all this new AI is coming to the field, is it really beneficial benefiting patients, that's our job to say. So we have a very real responsibility that not to mention the responsibility to the next generation to provide them the research that they need to be able to apply for this very rigorous and competitive fellowship. So for the for the doc's that are looking at hiring somebody that tells them they want to do research, Don't roll your eyes. That's an important part of who we are, we had to find a way to build time without compromising the bottom line in the business. And for the graduating fellows, I would say, yes, research and in that capacity is important. But you have to understand that you need to be in the clinic. And so what you need to learn now is not how to do good research, but how to delegate good research. And I've had I've had fellows tell me, Oh, I can't wait to be back in the lab pipetting I'm like, if you're pipetting, you're making a mistake. Because your your job is not to pipette anymore, your job is to let someone else pipette on your behalf so that they can get the they can get the accolades that they need to earn, they can earn their stripes to so they can advance in their field and you're now their mentor. So you're you're making that transition from fellow to attending, you got to see patients you got to work. Research can be a part of your job, but you got to you got to learn how to delegate that research to the residents and the fellows. And the other lab folks, you know, behind you and let them get their names on papers, while you for the field and see patients. And to me, that's probably where the truth lies.


Griffin Jones  17:29  

Have you done something like that in private practice? Because I could see that perhaps being less easy to do in private practice, if you're not affiliated with an academic center that has a follow up? And yeah, you might have residents that rotate in but how have you done that?


Neil Chappell  17:46  

I don't even really have residents rotate. And there's a residency here, but they don't really rotate with us much I do I teach lectures for them. And then if I can, and basically if I have a clinical question about what we're doing and making sure we're doing it well, or if I'm reading a paper that says, hey, this is out and I want to validate those data inside our own practice, and I talk to the residency, I've got a good relationship with them. I find a resident that's interested in doing that research with me, I build out the database, I've got a statistician that I've befriended. And I've got a PhD researcher through LSU system that I've made good friends with. And together, we kind of collaborate on ideas. And yeah, we we publish a paper to a year. And it's not I'm not shaking the earth with with with amazing science down here. But I'm validating my data with what we know, and making sure that we're providing good quality care down in Baton Rouge, Louisiana. And I'm also helping residents get a few papers, and doing good things for our patients in our practice. So, you know, John published a editorial this month, and we published a couple of papers earlier this year. So we're doing a little bit, but you know, I'm still seeing patients Monday to Friday and some weekends, you know, depending on how people ovulate, that's still my primary thing. But I do feel a responsibility to do the research. I just build those meetings, you know, either during that, you know, half an hour in between patients between the morning in the afternoon, or in the afternoons after I'm done seeing patients.


Griffin Jones  19:08  

It's not a full day off for doing research every week.


Neil Chappell  19:11  

I yeah, that's I mean, you have a responsibility to your patients, just like you have a responsibility to the field. And I think having an having a healthy appreciation for the fact that you have to pay the bills, and you are the person who pays the bills, you make you current you crank the factory to make the widgets that pay the bills, but at the same time, I mean, we're called to a higher calling out, you know, fertility is a reproductive endocrinology and infertility or just physician in general, by definition, higher calling, you've got to give some of yourself to do in those other things too. But if you're thoughtful and mindful about it, and you use the training that we've had, you can build a system that sustains itself. We all know how to do a good retrospective cohort study, build a database, teach them how to go through one chart, and then send them kind of loose, you know, and then have monthly check ins via email where you see how they're doing it. doesn't require a whole lot of work. It just requires some thoughtful work. And I think there's there's a space to have both. It just takes some effort to build.


I'm, I'm dubious that a lot of the places that may have said, Oh, sure, you can come here and do one day a week of research actually ended up allowing for that, because I've been on both sides of these discussions with where I've been with just the younger Doc's and just letting them sound off on what it is that they want. And I've been with the partners and CEOs with a lot of the biggest practices and groups in, in North America. And I hear the differences in conversation. And on the younger doc sides very often, like, Yeah, you told me that I can, that I'll just be able to have research. And this is what this is what I'm hoping for, and I want to have this kind of time off. And on the other side, it is very clear, like, there's an expectation for them to produce, there's an expectation for them to do volume, and, and they're on them if they're not.


Neil Chappell  21:08  

But of course, that's what a fella would think, of course, that's what a fella would think we're given 20 months to sit in a room and think, mean that 20 months of our fellowship, or 18 to 20 months of our fellowship, we're supposed to sit in a room in the dark and think. And so that's all we've done for a year and a half, of course, we're going to come out and want to do that more. That's why how we were trained, that's our comfort zone. This is our happy place. We sit and we think we read, And we pontificate on what could be the next big thing because we want to help patients and there's nothing that gets us lit up like reading about, you know, ovulation. So of course, we think that, but again, coming out into the real world for a few years, not that I'm the sage, I mean, your your your recent podcasts with Eduardo, of course, was was flawless, that guy's very, very good. He thinks very, very well rounded in a good 360 degree space. So I don't know if I have anything to contribute, after what he said if he has a hard act to follow. But, you know, we we, we think that that's our comfort zone, we need to kind of move to the real world and say, Oh, but we also have to pay the bills. And research really doesn't pay the bills, not not in this space, like like that. So that's just kind of that thing. And then the other thing, you know, the other thing, I think, by nature of fellowship, we all love surgery, and we all love onco fertility. And I remember telling somebody that I was coming out of fellowship, and I was interested in kind of helping to, you know, build out a good onco fertility program and build out a good reproductive surgery program. And this particular person was like, Don't tell anybody that that's not what people that are hiring you want to hear, because it doesn't really give you much in terms of revenue. And it takes a lot of time. And I thought to myself, That's kind of a jaded thought, like, why would you say that these are really important things. And then I got into the real world. And I was like, oh, yeah, surgery takes a lot of time, it does not pay the bills, it's, it is still a major part of my practice, I still do surgery every week, several days a week. But it's not because I think it brings revenue to the practice, but it does bring some value to the practice. And I think that you have to understand the difference. So like I'm in a small town, you know, market or whatever, or small city market and small towns and small city market, there's really nobody else that does the surgeries here. So it's incumbent upon me, it's my responsibility to provide that care, because the market demands it. So that's really kind of why I'm here doing surgery as well. But it does keep me from being here seeing the IVF patients, right. So if you say I want to go to a program and tell them, I'm going to build out the reproductive surgery program, they're gonna say, Great, then I don't have to do surgery, I can go see more IVF patients, but don't think that you're coming. They're saying, that's not the same thing as saying, I'm gonna come here, I'm gonna do 400 IVF cycles, those are two very different values to the practice that you're joining. And you have to just understand that what you're saying, I'm going to build out your Onko fertility program. Well, what that says to what that says to some of the staff is now we got to be on call 24/7. For whenever you get a Onko for a call, and we're gonna have to come in, we're gonna have to do things and figure stuff out. That's a lot of paperwork. And that's not how we feel as physicians because it's a blessing to be able to help people in a time of need, but the staff and the the framework of how the business runs, that's what they see. And for better or for worse, you just kind of have to know that when you bring when you bring uncomfort and repress surgery or things like that to the table. It's not the same thing as saying you're going to do 400 cycles.


Griffin Jones  24:31  

So we're talking about expectations and the reality of what's on the other side of them. But let's also maybe take a little sidebar to talk about when is it time to say no, this is really important as part of my vocation and I did an episode probably two years ago now with Dr. Matt Retzlaff. About surgery and about how much surgery is still in the purview of the RAF I and and always should be and, and in your view, we don't have to go too far down this rabbit hole, but I just, I can picture some people listening and then thinking, but that's what I want to do. And so when is it time to say no, this is my vocation, this is what I'm going to do versus it's perhaps not realistic for the REI to do some of this anymore.


Neil Chappell  25:23  

Well, again, I don't want to sound, I don't want anybody to think that I'm jaded. By any means. I mean, the people that know me know that I'm the happiest, like eternal optimist incapable of feeling sad, love my job and feel privileged to do it every day. But I think to answer your question, is it I think it just requires a mutual understanding of what your passions are, what the market in your area demands, and how that affects how the business runs, those are the three things you have to think about all at once. And that's, that was kind of the point of that of maybe having this conversation be a part of your series is that you need to talk about all three at the same time. So I do surgery, and I have helped build out a few different ACO fertility programs and a few of the cancer centers here in this area. And we're working on helping to bring good legislature to the to the Louisiana government to help to provide better access to care for folks with onco fertility diagnosis. So we're, we're actively working in all those spaces, because this market needs access to care. And this market needs good reproductive surgery. So here we are doing it, but we just have we're we're doing that cognizant of the fact that there we are, we are compromising our ability to just do straight up drive revenue and do IVF cycles, because it's important to us, that our practice be that access to care for those people. And I think anybody can do anything that they want, just to understand that if you're joining a big, you know, fertility machine, and you tell them, I want to just do surgery, they may or may not be the most thrilled to hear that. And I think that that's, that's, that's part of the genuine conversation that needs to be on the on the table, but you have unique training, and you have a unique, you know, skill set for in this subspecialty that should be leveraged. And so if that's something that is your passion, you just have to understand that your your seat at the table will look different than the person that's doing 700 IVF cycles.


Griffin Jones  27:20  

If not the REI, then who, who would be doing the oncofertility cases?


Neil Chappell  27:27  

Oh, no, I mean, well, I don't know that I'm gonna go down that rabbit hole with you. That's that's a different, that's a different podcast is a different question. As far as as far as fixing access to care. I don't. I don't know how to I don't know how to fix access to care. And I do. And I do think it's our responsibility. I'm very, I'm very big on doing what what your patients and your area need you to do you do. So I just I just think that you just need to understand that there is a compromise in and and how you are reimbursed based on the models in your area. And this is different for an academic setting where they're paid on our views. And this is different, and mandated states versus not mandated states.


Griffin Jones  28:14  

And thinking about it back in the frame of expectations, could it be the case that okay, if this is your vocation, and and this area for Access to care is extremely important, then perhaps that more traditional academic model of working in a university or a hospital Rei division is still relevant. It's and that that role is how it was 15 years ago, maybe still is relevant today. Perhaps just don't expect these big signing bonuses, this big type of partnership, and maybe salary or bonus opportunities that these new big companies are offering, if that's what you want to do, is that a fair way of looking? Yeah,


Neil Chappell  28:59  

generally speaking, but it may be that you find somebody that just hates surgery, but knows that they need somebody to come down and do surgery with them, and then they're going to see major value in you. So maybe we could go down the hypothetical, you know, we there's hypothetical A, B, C, all the way down to, you know, 123. There's a whole there's a scenario out there, there's a job out there. I mean, there's so many jobs out there you can you're in the bargaining seat just just being a board eligible. Ari. I'm just saying that I think that it's a reasonable thing to say, Hang on. You really need to think about this from both perspectives. If you're going to every interview saying I only want to do surgery, or I want a day and a half to sit and think about research those those particular values to you can happen but they have different implications that no one's really talking about.


Griffin Jones  29:48  

I know a retiring doc of a private practice that does a lot of surgery. And the one of the partners does almost not really doesn't like doing it. And so that could be an opportunity for someone. Yeah, like surgery because that the now senior partner isn't doing it and there's still the need there. So that's a possibility. Okay, so we've talked about geography. We've talked about research, we've talked about surgery and ankle fertility. Were there other expectations that you've heard from incoming ducks on the show that you also had when you were an incoming doc that you now see, perhaps need more context?

 

Neil Chappell  30:30

No, not really. But I would say that the things that I always tell the fellows that call me now that I'm now that I'm in my fifth year out less and less fellas, I knew more back when I was a little closer, but five years out, I know less. But in the times that I've had conversation of graduating fellows, I tell him, You got three goals in your in your in your job number one, and many folks don't stay in job number one, I've been really happy in my first job, I don't see myself leaving ever. But that's not common man, you know, half of us leave. And within two to three years, I think is a statistic. I don't know if it's still true. But that was that was the case back when I graduated. But But I tell him, You got three goals in your first job, pass your boards, learn the business, and pay off some debt. Those are those are the three things you have to do. And so people take this job hunt so seriously, because interviewing for medical school and interviewing for residency and interviewing for fellowship was so serious, there was so much stress, and there was so much heaviness in it. But this is a very different interview process. You're interviewing for a marriage, but these are not dates. This is this is you coming together with someone on business to business, just talking business, do our goals, alignments, values match, you know, be honest and open with them. Because, you know, I interviewed with some practices, and I was so scared of telling them that it wasn't gonna work out. And I just waited and waited and waited to tell them, then that hurts them, that makes them more angry with me. And I could have just said, Hey, this is not gonna work out, you know, you don't even need to give them a reason to say this is not gonna work out. And they would have been like, great, thanks for letting us know, we're gonna move on. And that would have been probably the right thing to do. But I was so scared to tell them that that it was, you know, it became not great. So, yes, taking a job as a marriage. But interviewing for jobs is just business, just be honest with folks about your values and what you're looking for. And keep in mind that really, those first few years, I'll pass your boards, learn about it, learn a bit about the reality of business and pay off some debt, both both financial debt and family debt, take some time to to, you know, thank your thank your family for supporting you through those that decade plus of of work and take them someplace nice for a few days, and then get back to work. Right? So. But that's kind of what I what I tell folks.

 

Griffin Jones  32:49

Let's talk about the learning the business presentation and goals in your first job as pastor boards, learn business and pay off debt. Let's talk about the learning the business part, what were some of the things that you learned.

 

Neil Chappell  32:59

So the there's kind of three aspects of learning business, right, so learn the general field of business. And if you treat it like learning a new language, it's really quite straightforward. I what I've learned, the more I've learned about business, the more I realize that it's actually not that terribly complicated, it's kind of just algebra, you just have to learn what they call each of the variables. So a p&l statement looks very intimidating and very confusing. But it's just simple algebra, you just have to learn what P stands for and what L stands for. And if you just sit down with the CPA, or the or the, you know, the manager or the administrator of the of the practice, and is taken our with them early on, and say what is this? What's this line item? How do we how do we calculate and just have them tell you, then you'll catch on pretty quick. So learning the language of business, read a few books and ask, you know, ask a lot of questions early and often on the admin side, that'll help learn your practice. That So learn, learn the language of business, learn your practice, how do they do things? How did they treat their Oli cycles? How do they treat their IVF cycles? How did the nurses work? How do you communicate with them? How do you write in the EMR system? How do you how do you do check out with your fellow physicians when someone else is on call? Is there a doc of the day thing? Or is it eat what you kill and you do all your retrievals and like most of this stuff, you'll know in the interview process, but when you actually show up and you're like, Okay, I want to do surgery on this person. How do I post that case? Learning how to go about communicating with nurses so that you integrate into their workflow. That's key, showing up on day one and saying this how I want to do everything can be quite disruptive. So for me when I came in, I was like, okay, copy, paste, whatever John does, and and I'll, I'll start there. And then as we grow, and learn and find, you know, new ways to do things or this is what I learned in fellowship, I go to storm and said, Hey, this is something we've been trying to do. It's been really effective was trying to integrate that we solely integrated cuz you you rock the boat with the nurses and that's a surefire way to get get thrown off the boat. So learn how the practice works, and then sort of integrate what your training brings to the table. Because you do know things that can help that practice be better. Just don't try and change everything on day one, and then learn your area. And in the first, you know, when I say learn business, learning the area means you've got to go knock on doors, you've got to shake hands, you got to be friends with all all of the the referral people there, you need an alert, you need to know the oncologist, the OBGYN the pediatricians, the general medical market. How does how does how does it work there? Is it owned by you know, big entities? Are there a bunch of small, small locally owned private clinics? And you know, where were all the babies being born? Where the OBC things were in a surgery done? You know, what's their? What's their taste for fertility some some areas, they want nothing to do with fertility patients, they immediately refer them out. Some places like to do a whole bunch of ovulation induction cycles themselves, and then refer them out. Who's your competition? And and, you know, what are the what are the market needs there? Do they have a bunch of people that do minimally invasive gyn surgery, you're not gonna need to do much surgery, you need to probably refer all your surgeries to them? Or you're gonna make some folks very upset? Or is there nobody there doing surgery? And that's going to need to be a major part of your of your market? And what are your competitors doing there? And how do you need to think about offering a new option or new solution, because they've already got the market cornered on X, Y, or Z,

 

Griffin Jones  36:29

we can talk about that know your area, a bit more about it make a whole episode about that. But I think it bears exploring a little bit here, because that's a huge opportunity when you're in your first second year of practice, because you've got a little bit more time. And as you become more established, and when you really get busy, and you have the partnership responsibilities, and you have a long wait list of patients and, and different obligations, then you often need a physician liaison system. And so the whole infrastructure is a lot more robust you need like a CRM or at least system in your EMR, that you're making sure that you're you're following up with the people that you're calling on they need, they need good educational materials, they need access to that Doc, because they're the liaison between the REI and then the referring providers, where when you're young, you're new, it's you, and you don't need as much of that system it very often, it's just going in, you can go back into the office now in in late 2022. And you will often be seen a lot more quickly than a than a physician liaison. Well, if you come in and say I'm the doctor, and I just want to come in, I just want to introduce myself, I just want to drop off my cell phone number, you can do that as a younger guy, you can do that with every single OBGYN office in your area. And you don't need to build out all of the materials don't need to build the CRM of this is when I followed up with them last and this is this is our last point of contact there. You can just go and give people your cell phone number and, and you will build relationships by doing that. Yep,

 

Neil Chappell  38:29

we just, I mean, it's very low tech over here, I just had the Excel spreadsheet, I had the names of the local OBGYN, and when I would visit them, and then when as I got their cell phones kind of had him down. And you just when when you when you send them a baby, you text them, you know, and and they will now they've got your number, whether or not you gave it to them or not. And now it's in their phone, and they'll text you questions. And that's how you develop that relationship. But does it does, it does take time.

 

Griffin Jones  38:56

Here's another little tip for people that are listening, we know that 60% of REI patients are referred by a provider. That means that 40% are not referred by a provider, but guess what, they're all going to an OB afterwards. So that that might also be that might also practice gynecology, or at the very least they're in an OB GYN office. And so you reach out to that person after whether they referred you or not doesn't matter. There's 40% That did not refer to you. And so you, but you still share a patient, and that's a great reason to be able to, to connect with those folks.

 

Neil Chappell  39:39

We definitely we definitely do that.

 

Griffin Jones  39:40

Go ahead. Sorry. Well, you talked about some of integrating things after you establish and I think that copy and paste model is the way to go when you're starting out was a guy that started a firm completely from scratch. It's like wow, I could definitely see that. value, you know, having have worked for somebody for two years first and then in and then modified that, you know, not having done that I can see the value of copy and paste, there's just a lot of shortcuts. And it isn't to say that everything that you're copying is valid for the future, or maybe even Val, even the best way of doing things now, but it gives you a framework, because then you're optimizing as opposed to inventing, and you can decide what you want to go on to invent. And you talked about the things that you help to integrate are that that you started to integrate things after that, what were some of those things,

 

Neil Chappell  40:42

just very small variations on stimulation. Standardizing how we did post operative pain meds, and just just different optimizing ways that we were drawing labs on certain diagnoses, things like that. I mean, nothing, nothing major. I mean, one of the reasons that I decided that joining Rajon was the right thing to do is because he'd been out for over 15 years, but in our interview, we were talking about papers and research that had come out the month before. So I knew that he was very mindful of the literature and evidence based medicine, and that's somebody that I could work with. So, you know, I knew that we would continue to challenge each other. And, you know, we don't, we don't have journal clubs every other week, where we sit down and you know, tear apart FNS but but we do continue to send each other a paper about this, or a paper about that, and, and continue to push ourselves to deliver quality evidence based medicine in a thoughtful manner. And, and so, you know, it wasn't anything revolutionary, but I would come to him and say, hey, you know, we're, we're drawing these two labs here, I don't find them as instrumental listing by doing it this way, or, Hey, let's change our Stimulation Protocol to shorten this window to this and then we can try try this. And and, you know, what he taught me was how to implement a change in a clinic without really making everybody upset. And and that was

 

Griffin Jones  42:03

that's worth exploring, how do you implement a change in a clinic without getting everybody upset?

 

Neil Chappell  42:08

Two patients at a time, so So what you do is you have a meeting with your nurses about it, you have your make sure your head nurse is there, and everybody and all the other staff that implements good clinical workflow is there. And this can be done, you know, after IVF plans in one afternoon, and you say, hey, this, this research, this literature, these findings are starting to show real promise. And I think that it can benefit our patients in our area this way. This is what it would look like if I did it. What do you guys see as barriers to us being able to do this, because inevitably, your IVF nurse will think of something that you're not thinking of? And that's very valuable. And then you say, Okay, how do we build this protocol to be maximally efficient, but also be maximally beneficial to the patient, and you kind of you mock up a play patient, and then you say, Okay, who's the perfect patient for us to try this on? Get in, I'm not saying that you just like, hey, I just want to start doing this, like, I wait for good literature to come out and verify that this is a good thing. And then we say, how do we get to how we bring this into clinic, and then we pick a patient or two in one particular month, and one particular cycle, not that we batch but like in one month, and we do it. And if it works, then maybe we do three or four. And then the next month, we do half of our half the patients or whatever. And then before you know it, you've got a good number of folks going. And then the last critical thing you do, of course, and any Rei is going to know this is you keep track of those patients and you do the analysis. As you go through you keep a running list of those patients in a HIPAA protected database that you're that allows you to thoughtfully keep track of those metrics and compare them to traditional metrics. Not only is that the responsible, right way to make sure that what you're doing is the best thing for your patients. But that's also a perfect research opportunity for for your residents. When I perfect example, when I came in, John was doing there was a paper published in the early 2000s, that you could just give 2020 milligrams of letrozole on cycle day three. And that was all you needed to do for ovulation induction instead of, you know, five minutes for five days. And so I saw that product I've never seen before. And the gentleman was this. He's like, Oh, yeah, so it's something that we saw were doing and helps with compliance and patients love it. And I said, What are the outcomes any different, he's like, I've really not ever had the time to check. I got a resident, she went through, you know, 2000 cycles of IUI by chipping through the data and show that actually, the pregnancy rates are exactly the same. And so the one paper that was published is now two, you know, so that's just an example of how you can thoughtfully implement change. Keep your clinic running efficient, not upset your nurses. And then on the back end, you've got a research project for a resident to get a poster or an abstract or even a paper on,

 

Griffin Jones  44:50

you're clearing your line of sight by involving your nurses early to because

 

Neil Chappell  44:55

yes, you have to do that before so if you come in and say hey, we're gonna do drop the Integrity doing progesterone, it's, you're gonna, you're gonna get the laser eyes to your soul. So you kind of have to be thoughtful about that, because they, they see these patients day in and day out, they do what they do very thoughtfully, and they're gonna see they're gonna see the speed bumps you don't see because they implement those small details in the patient's day to day workflow that you don't necessarily have to think about because you're your high level. So you absolutely lean on them. I don't see how people don't, you can also

 

Griffin Jones  45:29

you can apply that to other areas of operational change other areas of business change with the relevant departments, teams there. Here's the benefit that I'm seeing by doing this change that I've seen other places. What barriers do you see here? And then what are the one or two use cases that you see as being able to apply it here?

 

Neil Chappell  45:53

And then you slowly build it? Yeah. You talked

 

Griffin Jones  45:55

about some, you said, read a few good books. As you were learning the general field of business. Do you remember some of the books that were most helpful to you?

 

Neil Chappell  46:07

The first one that John gave me was good to great. Jim Collins, and so I wrote Good to Great, I read Good to Great and built to last, and then, you know, this day and age, it's, you have there's so much, there's so many ways to take in information. You know, I do Harvard Business Review, and, and basically all the books that were all my dad's bookshelf, and there, there's there's sometimes helpful, there's sometimes not, he was a big fan attraction. And so I read that and that, that was that was okay for, for what we do. A lot of the stuff that I that I gather from specific books are, are a lot of just really just sitting and thinking about things that I hear on, on your podcast or on other things that are unrelated. So talking to other people about their how they do business. And what they do is more of a helpful thought exercise than necessarily anything about business, the reading the business books is most helpful and learning the language. It's kind of like reading a book in Spanish to learn Spanish, I'm not necessarily absorbing the content of the book, but I'm learning new words in Spanish, if that makes sense.

 

Griffin Jones  47:17

Learning a new language is a good way of thinking about it too. Because don't beat yourself up when you sound like a baby at first, you know?

 

Neil Chappell  47:27

What that means? What are you talking about? Wait, does it just mean this? Why don't you just say this? Well, that's not what we call it. Yeah.

 

Griffin Jones  47:34

Okay. Yeah. Yeah. And it can be one of those things where it's like, you know, an adolescent or sometimes even in adulthood, there'll be a word and say, I've been using that word. How many years?

 

Neil Chappell  47:46

That's been which language for you. It's okay. There's a lot, there's a lot of it's forgiven.

 

Griffin Jones  47:50

And, and that's, that's true for for business, too. I, I would be interested in getting your opinion on traction a little bit, what you said is okay, for what you for what you all do, and you're talking about traction by Gino Wickman. That

 

Neil Chappell  48:05

I don't remember the name of the author, embarrassingly. And it's been probably five years since I since I read that because I read it coming out of fellowship. But the biggest takeaway for me was just understand what seats you need as far as drivers and then make sure that the right person has the right values that are filling that seat to make sure that they're, that they're doing what they need to be doing. And that that was the takeaway for me. And so I do think about that a lot. But the rest of the book was just kind of washed over me, if you will. But I remember because I think about that now is as I'm zooming into the year evals. With my staff, I'm thinking, Okay, here's all the things that you embody as value and these are what's important to you, and this is how this benefits who you are in this seat. And so yeah, man, I feel like we've got a good team in that capacity.

 

Griffin Jones  48:53

So I've wondered about this a lot. So the book that we're referencing is called Traction by Gino Wickman. It's about Eos, which is the Entrepreneurial Operating System. It is an operating system for businesses typically of 10 to 200 people. And I, I have used it a lot for giving some counsel to REI practice, but I know that there's a limitation and it has been extremely fundamental for my firm. So the book posits and the operating system posits really, two or three cardinal arguments one of which is that it takes two people to run a business it takes the visionary the person that is responsible for the future value of the organization. And an integrator, the person that is responsible for actually executing the day to day operation. So as those translate to contemporary business titles, you might think ce o, ce o but that structure It isn't totally possible in the same way, in a medical practice, because you have, very often when you have a CEO as a business person, they're not the physician. So they they can't be the sole owner, at least have a have a practice group around. And if they are of a network, then then the organization structure is different. So I see that as a as a potential seat limitation. And but I do think it is, I think it's really useful for looking at the accountability chart of Eos, which you can email me for it's on the fertility bridge website, in a lot of places, and I and I've said that I want to make one for REIpractices. And I still haven't yet maybe

 

Neil Chappell  50:46

you're not far I've seen I've seen you try.

 

Griffin Jones  50:49

So I but but I think it's useful to look at because you can see yourself as an REI in multiple seats, you can see in one of the seats that you're going to be in is you're going to be under the visionary and integrator seats are going to be even under the three main seats of Operation sales and marketing, finance and compliance, you're going to be under one of the operations seats as a as a producer. And so you can be in multiple seats, you can be in that operation seat when you're thinking of yourself as the medical director as the practice director. And if you're the senior partner in a different one is the visionary and possibly also the integrator. So I think it's just it's useful, even if it doesn't translate 100% to be able to see, okay, I'm in a lot of different seats here, which ones can I get out of?

 

Neil Chappell  51:44

Or it's just the wrong, it's the wrong model. So don't think of it in that simplistic of a term, it's just having seats, maybe, maybe the RV is a giant circle around the whole model. And the practice itself is each of the people that you employ in each of those seats, and then draw a big circle around the whole thing. And just write Rei, because we're just, we're over and around and integrated through each of the seats.

 

Griffin Jones  52:10

Which makes trying to map it a nightmare.

 

Neil Chappell  52:14

No, it's just one more circle, just just draw a circle around the whole thing. There you go, you're done.

 

Griffin Jones  52:18

But the point, the point of disease is to be able to delineate the whole point of a seat is to be able to say this person is accountable for this. And the reason why our them is so successful is because you can have one person in more than one seat because a lot of organizations are small, but no seat is occupied by more than one person. That's what allows you to say this is who's finally accountable for this domain. And because the RSI is in instrumental, irreplaceable throughout the circle, it is harder to solely assign accountability to different folks in different seats,

 

Neil Chappell  53:04

unless unless the Ari delineates what tasks you are responsible for in each of the C's very, very, very, very precisely. And very, very clearly. Yeah, I agree.

 

Griffin Jones  53:14

Another book, when you were talking about the profit and loss thing, I think of a recommendation that was given to me by Dr. Sabel, just called how to read a financial report. It's as interesting as it sounds. But it is, is it's fundamental. And if you have an MBA, you don't need to read this book, probably but there. But again, sometimes it doesn't hurt to go back to fundamentals. And you may have missed something. But if if you are really getting into the financial reports and profit and loss, which is the income statement being one of them Cash Flow Report being another balance sheet being another, then it's a good book to read. Do you remember any lessons that really stood out to you as you were learning the income statement?

 

Neil Chappell  54:05

No. To be honest, it's not so much a specific lesson. It's just making sure that you understand how your items are lined out, and how each of the buckets are filled, and how you are responsible for each of the different revenue drivers. And that's going to be individual to each practice, which I mean, it bears repeating that this conversation is really is not. These are overarching things to general generally think about, it's going to be different for an academic model. It's going to be different for an employee model. It's going to be different for a private practice and a hybrid model. All these things are very different. So a shady grove and an RMA and end up in a University of Alabama, and fertility answers in Baton Rouge are all are all for very different conversations. And for even me it's even more complicated than a private practice in Baton Rouge because we're you know, fill We ended with ovation. So that's, you know that that further complicates my model. But that was a, that was an active decision that we made together about about that. And there's certainly, you know, pros and cons to that relationship to I, in my opinion, more pros than cons.

 

Griffin Jones  55:15

We could talk about those Pros and Cons. I did an episode with that a couple years ago with Dr. Storm and, and we can link to that episode for people to, to go back to today, we talked about the expectations of incoming docs around geography, research, surgery, and onco fertility, the three goals that they have in their first job, which is pass the boards, learn the business, pay off debt. And I think that's a useful way of thinking about that. And you know, that maybe I need to adopt a little bit more, because I am very diligent in telling people how they should remove the mutual mystification in their negotiations, try to button down what's going to work out for them. But what you're describing is, it might be okay, if it doesn't work out, because in that first job, because you have three goals, you have you, and one of them is to learn the business. And if you if you pass your boards, if you learn the business, and you pay off some debt significantly, two years and three years into working for a group, and then you end up going on to somebody else, it's probably a pretty okay, thank you don't

 

Neil Chappell  56:35

go to jail, you know, you don't go to jail. I mean, it's just your life, we'll have another move. But good lord, you've been moving every three to four years anyway. So don't go into a job thinking that you that you want to move in two to three years, but go into a job, that that you have a reasonable chance at loving in a place that you probably won't hate. And I feel like with micro geography, you probably won't hate where you live, no matter where you live. Because there's there you can find happiness just about anywhere here in America, which is a wonderful place. And and then if it doesn't work out, then Lord knows there's another job available somewhere and somewhere down the road. And that that is that is okay. Now, granted that there's the noncompetes and the people that have to be in this area, that's a different conversation that's different for them if that I have to live in Atlanta, and I have to sign a non compete. They have a very different sort of stressors on them. But but that situation, I think is not as common as the folks that can be a little bit more flexible with with their geography.

 

Griffin Jones  57:37

We talked about learning the general field of business, the financial reports, the the operational workflow, learning how you've been right in the EMR. Easy step wise process for implementing some changes that you learned and then even a bit about the operational structure, we probably also could have explored your criteria for partnership because you're now a partner with Dr. Stormont in at fertility answers. We can save that for another episode. You can include that in your concluding thoughts if you'd like but how would you like to conclude?

 

Neil Chappell  58:18

Yeah, no, I think I think you you did a great job. And you've done a great job in talking about different practice models and how people buy in, I don't know that I can contribute anything to that. I'm happy with my practice partnership. Took some lessons from some stuff that you talked about. It took some lessons from some stuff that, you know, my dad taught me and that I just learned on the fly and, and to your point, talking to John neutral demystification. We said, well, we didn't didn't one that worked out well. And I've been happy been being an affiliate with Ovation I've been able to buy into the parent company. And that, to me is like a great way to leverage risk. If you know, my, if my numbers are lower in one quarter, because and less people are doing IVF in that month, I'm still doing well, by being invested in the other IVF centers around the country. I get to do research with the Ovation network, and we get to get really access to top quality embryology staff and some beautiful embryos. So I've been happy with my partnership on both fronts there. But like you said, you've done podcasts on all of that. So I don't want to belabor those points. I would say that the one other thing that I would say to the graduating Fellows is it does take a few years to build, what you want does not happen on day one. Even if even if you do want that day and a half to sit and do research, that shouldn't happen on day one. The day and a half for research, when you come out needs to be shaking hands meeting people learning the clinic workflow, learning the business, becoming becoming a contributing member of the to the partnership, you know, so a lot of folks say, oh, I want you know, look at their lifestyle, look at what they're doing, you know, look at look at how your partners live and see if that's how you want to do things. That's only kind of true because the the folks that work there been working there for years, I'm in my fifth year now. And so now I'm able to bring my kids to school come to work, see patients do surgery do IVF and then, you know, leave at a reasonable hour because I've spent the last four years developing a good clinical workflow with my nurses and having a good understanding with my administrative staff, and in grading on a really good mid level to help me integrate patients when I'm not here. And so like now I have a really balanced life. My first four years were not balanced, I worked harder in those four years than I did in you know, in a lot of a lot of residency, because it takes time to build so so you you can have the life you want visualize the life that you want, think about what's important to you and what you want to contribute to the to the place but understand your contribution is going to be equal to your say at the table. And understand those those differences in values are real and they have to be respected and just compromised on and then you got to put in the work to build the infrastructure to have what you want. And that's okay that but just understand that that's, that's gonna come it takes it takes a few extra years of hard work, but it's totally worth it because this is the best job on Earth.

 

Griffin Jones  1:01:10

I think your advice about paying off debt parallels that it takes time meaning so many physician after going through 15 years of higher education and training where you either totally racked up debt in undergrad and medical school or then made not much more money than a junior marketing person in for residency and fellowship. And now it's okay you're finally starting to realize some income potential and maybe you want that car you want that big house but there is something to be said for taking that time to pay off the debt and then the cars and the House and the the big vacations and the the other nice to haves can come a little bit later.

 

Neil Chappell  1:02:01

Yeah, and and Tom you built, be thoughtful about how you're building things. And if you will, in a short amount of time, it'll pay off and it flies by but it does it doesn't happen. It doesn't happen right when you start your clinic you have to put in the work to build the patient load to build the build the rapport with the referring Doc's and to understand your market and then and then from there, be intentional understand what you're bringing to the table and and then and then have a great life.

 

Griffin Jones  1:02:31

You've mentioned earlier in the show that now that you're four or five years out of fellowship that you hear less from people because you're your peers aren't in fellowship anymore. I hope that this episode plugs you back in and you representing the sophomore class the the those that have bought into partnership within the last year or two that had been out of fellowship about five years that have been underrepresented on inside reproductive health you're a really good person for those folks to reach out to and I can speak to your character and I hope that they do so if people want to reach out to Dr. Chappell please feel if you want an email me I'll happily make the connection and and I hope they do know they would be there would be wise to talk to you.

 

Neil Chappell  1:03:20

My cell phone is out there with most people so anybody can feel free to text or call me to I don't care. We could

 

Griffin Jones  1:03:26

Chappell thank you so much for coming on inside reproductive health.

 

Neil Chappell  1:03:30

Thanks for all you do, Griffin.

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health

Revisiting Maintaining Clinic Culture Amidst Continental Growth: Is It Possible? An Interview With Dr. Michael Levy

Deciding to expand your practice, either by acquisition or starting new, is an exciting time. But, adding new staff, physicians, and equity partners can come with a handful of problems. On this episode of Inside Reproductive Health, originally aired in 2019, Griffin Jones, CEO of Fertility Bridge, talks to Dr. Michael Levy, IVF Director and President of Shady Grove Fertility. Shady Grove Fertility is the largest independent fertility group in America. Griffin and Dr. Levy discuss the implication of having such a large staff base and just how they manage it, all while keeping the patient at the forefront of their culture.


Transcript



Dr. Michael Levy  00:00

They transform lives, but it works. And we have to help them through difficult journeys, but it doesn't work. And we need every one of those people to feel the support that we give them. And you know, we do really well about patient satisfaction surveys, but not unbelievably well. And I'm much more anxious about it now, given our size and our geographic diversity than I was with our staff meeting was 15 people in the entire practice.


Griffin Jones  00:32

My podcast manager, and my audio producers suggested something that the audience has been asking for, for some time, which is on to bring back episodes that were popular so that we can listen those again, maybe offer some new context and go back in the annals of it and find things that you can listen to now to see how they hold up the test of time. And so one that I went back to was episode 36. That's with Dr. Michael Levy. Most of you know him as one of the founding physicians of Shady Grove fertility. And put that episode two, your attention now, because a lot of change was shaved off fertility. When we recorded this episode, they were the largest practice group in the country of courses three years ago. But they did not have any private equity partner. They were not part of the network. They were almost a network in themselves, because they were so big. But since then, US fertility has come to be they're backed by amulet capital. So now there is private equity, behind shale boom, they're part of a network that includes other practice groups. And in this episode, Dr. Levy talks a lot about partnerships with younger physicians and attracting younger Doc's. Well, what's that like now, where the fellows were not being offered 500k signing bonuses three years ago, when we recorded this episode, and I've seen that now. And so how does that all stand the test of time at the time of this episode, the Shady Grove didn't have to necessarily, itself? And I'm not saying it does that. But I this is a question that I keep forgetting to ask. Yes. But when you belong, when you're so big of a group, and you're part of a network, what happens like she drove bought a practice in Houston, and one of us fertility or one of the other groups suggest fertility wanted to open a group in Houston. So I want you to listen to this interview and see what still holds up to you and see what you think is completely off from three years ago. And then if you want to share that with maybe an email that feel free to and I will, I'll get follow up with you, as I ask these types of questions. Look into them. But enjoy this episode about building a large fertility group with Dr. Michael Levy. I'm interested in this conversation, mainly because I want to go into the brain of someone who helped found the largest fertility group in America. And maybe I'll back up and give a little bit of context. Because I think while we assume that everybody knows about Shady Grove, there are a lot of people in this country and other parts of the world that are listening, that are just practicing medicine in their little practice that listen to this show. And they actually probably don't know a lot about it, because they don't often check out necessarily the other things that are happening with other people in the field. They're doing their thing. You're a group that started in Maryland, in the DC area, you now have close to 1000 employees. Is that right? Correct. Yep. And how many Rei is now


Dr. Michael Levy  04:16

stopped losing count, but I think 5858


Griffin Jones  04:19

Which is just an extraordinary number, considering that a group that had nine or 10 would be most folks would consider a big group and I'm very interested in how that starts. So you're one of you, you have to found this practice. A lot of people will start their own practice and have 10 people work with them and that's a good life and a good career for them. You've got a 58 physician group with almost 1000 employees now 950 When we spoke to Marian credit earlier in the show, did you set out to do that?


Dr. Michael Levy  05:00

Absolutely not. So my goal, career wise was to? Well, first of all, I had a mandate from my wife that I was staying in DC. So I wasn't able to look further afield. There were no jobs available in DC wanted to join Frank Chang who ultimately became one of the partners in our practice. But my goal, when I set up this practice was we had three or four physicians and that three or 400 cycles, I would have signed on the dotted line right there. So there was no grand roadmap or ambition created at all?


Griffin Jones  05:34

Well, it wasn't an accident, either. Because if it were an accident, everybody would have done it. How did it happen?


Dr. Michael Levy  05:41

So every quarter, I speak to our new hire orientation. And these days, that's about 25 or 30 people, which was bigger than type of stuff in 1991, when we started the IVF program, and I'll say the same thing to you that I say to them, we never had Grand Designs to be as large as we are, we focused on one core issue. And that led to a virtuous cycle, which I think allowed the practice to expand before, you'll know what that is. But before I articulated properly, Paddy style, who you probably know, who was, you know, Director of Marketing, or is our Director of Marketing, not the not the correct title, by the way, it's a bit, she has a better title than that. But she started at the very beginning with me, and about seven or eight years into the practice when we were about 10 physicians and growing rapidly. She was cornered at ASRM by a couple of physicians who said, Okay, Patti, you've been at Shady Grove for eight years, what's the secret sauce, and she said, you know, the, the absolute central tenant of the practice is always do the best thing for the patient. And immediately their eyes glazed over, they say, Stop bsabs, we want to know the secret sauce. She says they really she says always do the best thing for the patient. And I think we we've absolutely adhered to that. And that's allowed us to have patients feel very good and comfortable and refer their friends or physicians to know that that's the way in which patients are gonna get treated. And what I mean by that is, not only do we have to have very good success rates, we have to be incredibly transparent with patients, we have to have financial programs that are affordable. And that in turn attracts physicians who want to work in that environment, patients and staff who want to work in that environment, we have very low staff turnover. In 28 years, we've had one physician leave the group. And that was because she got divorced and wanted to work part time and live in California. No other physician has ever left the practice. And that I think speaks volumes to the environment. And we have a true partnership. We are 100% physician owned and we have 28 equity partners. And the model is everyone becomes a true equity partner. So everyone has skin in the game and feels engaged from day one.


Griffin Jones  08:06

I don't even know how to break this out from here with 20 equity partners. Maybe I'll come back to that, because I'm really interested on how you manage direction with 28 equity partners. So let's let's talk a little bit about doing the right thing for the patient. And I can see the physicians eyes glazing over when Patty gives them that answer. They are it tell us tell us what they're looking for one or two tactics, right, they're looking for something that's a specific process that they used are some very specific thing as opposed to seeing it as an attitude. And I wonder if that just speaks to? Well, there are hundreds of tactics right there, there can be 1000s, there are hundreds of different or dozens of processes. There's hundreds of key players. There's however many techniques, but they're all grounded in that one, in that that virtue of doing the right thing by the patient. I think we need to explore it a little bit more because to me, it just seems so subjective. And we were talking about this with I think I was talking about this on another podcast interview where I said it's very often like the local restaurant owner that says yeah, we've got the best service in town, but sometimes they just don't sometimes there's just a local a local restaurant that perceives that they've got the best service in the place across the street does. So as you're growing, that means you've got to measure things and now you have people in place like Marianne and Patti and some of whom started from the beginning. But when when you're measuring in the beginning, as Michael levy someone that's starting off with a handful of Doc's and now you're at nine doctors and you go invest, how are you measuring how you're How are you keeping the pulse of how you're serving the patient have a


Dr. Michael Levy  09:58

formal basis we serve it have the patience on a regular basis, and we get constant feedback. And we're never satisfied, which is good and your work life not good in your personal life. So, you know, we constantly pushing each other and ourselves. And, you know, any negative feedback freaks us out. And we look carefully at, you know what the root cause was, and welcome that. I think most importantly, we've attracted staff and retain staff who get that. And we, we were never good at letting anyone go, which was an early problem with Maryann and a more professional HR team. Occasionally, occasionally, someone doesn't fit in, and we will let them go. But I think that everyone is a role model for everyone else. So from the front desk to the new patient call center, which was a modification we made about seven or eight years ago, in typical doctor's offices, you got someone at the front desk, checking you in checking you out, answering the phone and make a new patient appointment. So when a patient calls our practice, we now have a call center. You know, in our office, very well trained individuals who know a lot about infertility, we give them a completely different experience with that first phone call. And we look at the whole patient journey, and make sure that it's going well, you know, there's some large practices, you don't give monitoring appointments at SEC first, come first. So you can wait an hour or two for your appointment, you know, we're upset if a patient's not in and out of the office in 20 minutes for their monitoring visit, we'll bend over backwards, because everyone knows I had a patient last week, who with the floods in in the Washington area, came in two hours late for appointments, I mean, really shut monitoring that at a relatively new front desk person was telling her well, you know, there's no one there, we can't do your monitoring. And she came to me expecting I was gonna say, yeah, she's out of lack, it's two hours late. And she's, you know, very frustrated, you know, understood that she was two hours late, but she showed me a video of a basement flooding. And we turned the machines back on, and we got staff there within a monitoring visit. And there was no question that that's what we would do. And I'm sure many, many practices would do that. But we also modeling that for the staff. So that person on the front desk knows that, you know, next time, this should be no question, you know, we're going to accommodate, you know, a difficult situation for a patient. So, I think you create a norm, and when people come and visit our practice, almost across the board, what I hear is, what do you put in the water? You know, everyone seems happy, everyone seems into it. You know, we remind our staff that we we started lackey to work in this field, you know, unbelievably motivated patients, we transform lives, whether it works, or we have to help them through difficult journey, but it doesn't work. And we need every one of those people to feel the support that we give them. And you know, we do really well about patient satisfaction surveys, but but not unbelievably well. And I'm much more anxious about it now, given our size and our geographic diversity than I was with our staff meeting was 15 people in the entire practice.


Griffin Jones  13:12

And love that you just said that every year you're coming from a practice group that is doing very well just in terms of what the practice is doing. And when it comes to, when you're talking about patient satisfaction survey like that we're doing well, we're not doing that great in terms of what I would want us to be doing. I think that is pretty telling, I often hear people think, Oh, we've got the best patient satisfaction, whether they're looking at any surveys or not. And I just I often think about a lot of different groups, I just think you're not hungry enough for me, you're not you're not paranoid enough for me that somebody else could be serving the patient better. And I tried to run my businesses the same way every single thing was like yeah, we could be doing that better. This is pretty good. We we've had a lot of success with this but I'd still like to be doing this much or have the client this happy instead of this happy and I think that's a really important attitude. I also think the example that you gave about a woman comes in she's two hours late she shows you the video on her phone or her basement flooding you make the call to turn the machines back on and get her in that particular example I think is some version of that is one that I hear small practices tell a lot about the advantages of a small practice that that large groups don't or can't do. So and here you are bringing up that particular example for you. How do you though I mean is it you Michael levy that can make that call? I mean, are there cuz an associate doc make a call like that? How do you you know, when it's when it's your practice, and it's So eight people on your staff, it's pretty easy to say, Okay, this is my bottom line, my top line, I can make a call if I'm going to help somebody out. Once you got 58 doctors, and 950 employees, it's a lot harder to make these sort of judgment calls. So you can make it in your practice, but can other folks in how do you maintain that if you can.


Dr. Michael Levy  15:21

So that's an important point. And one of the things I say to all the new physicians and all the new stuff, is, we want fresh eyes to see situations and make it better, and empower people to I'd be really disappointed if a soul should have been with us for one week didn't make that same call. And I would, you know, I'm pretty easygoing, and I never want to make anyone feel bad about anything. But I would sit someone down, and I'd expect any physician in the practice to sit someone down and say, you know, accommodate the patient, you know, that's the culture, we had a physician join us as a senior partner that in his first couple, and he'd been in practice elsewhere. And in his first couple of weeks, he then embryo transfer. And there was some communication issue between him and the embryologist. And he was frustrated with it. And he walked into the lab, and he started yelling at the embryologist and everyone like looked around and cracked up. Like, where the hell do you think you are? You know, that is not what happens at SGF. You know, if there's an issue, you're come and discuss it, and we'll explore it, we'll make sure it doesn't happen again, that type of hierarchy, that type of, you know, bad behavior just doesn't exist. And what was great for me was, it's organic to the practice of this point. So it's not that, you know, we're not of a very hierarchical organization at all. And everyone who's been here a while, gets the culture and buys into it and reinforces it. So you know, it's, it's not just, I could make that call, or half a dozen physicians who've been here for 20 years could make that call, we would we empower people, the physicians know more about the business realities of this practice. Within a week of joining us, then many physicians that have worked so well for 10 years, and they've got a, you know, senior partner who's keeping everything close to the chest. So transparency and empowerment are at the core of our model.


Griffin Jones  17:19

That's part of the culture and you say it's organic. But as you start to grow partly by acquisition, and you talked about that 50 positions, we had one lead and that whole time one for personal reasons. I imagine that doesn't mean doctors have practices that you've acquired, but as you as you start to acquire practices in other areas, how do you make sure that it fits with that organic culture, because you've grown it from the beginning, you're in the offices in the DC area, you and the founding members now, in once you start to get to other states, you're further away from that base, and you might be hired, you might be buying practices of people that have no problem, dog cussing their embryologist in front of the rest of the staff? How do you part ways with them? If that's the case? Or get them on board? How do you decide what's the root there?


Dr. Michael Levy  18:18

So I think it first goes along with who you partner with so many of the physicians who have joined us or we've hired, we just know they're a good fit. And they get the right combination of clinical skills, personal commitment, entrepreneurial instincts, and we want them on the best. And when we looking at a practice to acquire, that is probably the most important issue. Well, these doctors fit in with the culture, it could be a great business opportunity on paper. But if on a personal level, you've got a very egotistical physician who is never going to let go. That's a non starter for them and for us, because, you know, but at the same time, we don't straightjacket and the personality of our Tampa office and Richmond office in Philadelphia will be different to rock for that there's enough commonality. And we so one of the other critical issues we have is we meet on a regular basis. So three out of four Monday nights, we have physician meetings, we have a clinical meeting, we have a journal club, we have a business meeting, everything is discussed. And as I said, it's important that transparency, so that helps build the culture. And one of the things we had a very difficult situation. A week ago we had to deal with and a senior partner in Richmond and a senior partner in Atlanta, both spoke up in such a moving way to say we get the culture we get how this needs to be handled, and were fully on board. And that may not have been the case and I think it's a combination of we had the right people who we merged with and acquired and they got the culture in wreck. implies that the greater good is served by all of us reinforcing it. So so we're not competing with each other. You know, our compensation formula is a very well balanced and fair, largely rewarding productivity, you know, not seniority, not equity. In fact, the opposite is the case, you have to sell your equity and 65, we did not want to have top heavy situation where you've got, you know, a 70 year old physician working part time and trying to take the lion's share of the income, you know, you're phasing out at 65.


Griffin Jones  20:32

All the 20 equity holding physicians all come to those meetings. So they all go to the business meeting, via video conference or whatever means.


20:42

So not only that, but all 58 physicians come to the business meetings,


Dr. Michael Levy  20:47

every Monday are average to me every business Monday, which is what I said now, we probably them to two out of four Mondays a month we have a meeting, because that's become unwieldly with 58. So now we have an elected board, and no one has tenure on that board. So anyone can get voted off every two years. So we have seven physicians on a board that that meets every Monday afternoon with our executive team. We have a shareholder group of with everyone with equity, which is 28 physicians. And that's a quarterly meeting. And then a business meeting. I think we have one or two a quarter all physicians associated physicians know our revenue. Now our profit, though I expenses in detail from day one. And, you know, we've always held that transparency as a key to the culture.


Griffin Jones  21:37

There's a reason why Dr. Lee talked about EngagedMD In this episode. This was long before EngagedMD was a sponsor, Dr. Levy helped found EngagedMD and they because he saw the need for news willing to help in enrollments in the biggest program in the country. And since then, their market share has only exploded the Devon almost half the centers in North America using EngagedMD, why did Dr. Levy? And it why did he end up becoming a sponsor? Why have they expanded their market share so much? It's because it's a technological solution, where we have long been aching for one to have our nurses not have to do the type of pre education of pretreatment education that can be done in a module that is much better suited for the patient so that nursing time provider time is personalized to the patient so that the patient can do it on their own time, enjoy their experience more, go back and learn again come in with a much better foundation so that informed consents aren't being lost or taking time to make sure that they're each in the right file and then moved from one location to another. They're all in one place with a much greater informed consent to because it's tied to a module that you can show people watch all of these things, and they engaged in the what it is. And that progress has been amazing in the last few years. And if you're one of the few people that hasn't taken advantage of that, in that time, you can get going new engaged.com/grif. And you have to do the slash grif. And you have to tell them you saw them on inside reproductive health you don't, but it will get you a free assessment of your workflow, which is really good to do right now. And also just create more content for the show. So we're gonna engage them the slash Griffin, and enjoy the rest of this conversation with Dr. Levy. Dr. Levy seen from RSC and back on the show as well. And he talked about how those his partners and the physicians that his group meet, and they meet each Mondays and one one day a month they talk about business with his shape position, that's a lot harder. So I see the importance of having a group but I can't stress the importance of reserving time for all of the partner Doc's to talk about business, not just oh, let's let's pick a time here, and we'll get to it, but then so and so's on vacation, something happens with so and so and then someone else is covering their patients. And those meetings that are supposed to happen every two weeks happen every six weeks, or every two and a half months, and so on. And that time of reserving the attention and focus for everybody to meet and talk about the practices of business, I don't think can be understated. And to me it often seems that the smaller the group, sometimes very often, the less likely that is to happen. One of the things that we do as a company when we start working with someone is we need to make sure that they have Time, focus and attention to be a part of whatever engagement that we go through with them, which is why we start off at a very small little level. And when people sort of can't get into that little level, they want to, they want to jump forward and say, Well, can you just put together some service package for us? I say, I am not going to put together anything that is destined for failure. And if there isn't the ability of the leadership to say, Okay, this is important, then there isn't the ability of the subordinates underneath them to say, this is what we need to be working on. Because we know it's important because the leadership is, is meeting on it frequently. How do you decide who gets on that? Board? You said, it's not tenured? So people can sometimes people leave you said it's 65 people start to phase out is the board sort of a volunteer, we work with some bigger practices that they have like a marketing committee and some of the partners and they might have a finance committee and other types of, of committees, but how do you decide who sits on the board?


Dr. Michael Levy  26:08

So it's a mix about all the shareholders. So we have an election every two years,


Griffin Jones  26:15

we tried to 28 physicians. So it right now, it's different, because your group that is entirely physician known, one of the concerns that a lot of people have is about the consolidation that's happening in our field from for from groups that are backed by private equity firms. And it would certainly be easier to become the largest fertility group in the country, if one had private equity, that things can move really fast or venture capital, for that matter. You haven't yet. So I'm assuming that means that there's some concern, but that's an assumption, do you share the concerns about what's happening with consolidation? And if so, what are


Dr. Michael Levy  27:07

so many facets to that I was going to disagree with you that it would happen, you could become the largest group more quickly, if you have private equity, I'd say the opposite is true. Because I think you get distracted by your quarterly performance. And you have pressures that don't allow you to be as strategic, especially if they've got a short term exit plan. And they're trying to micromanage without the clinical insight and experience needed, you know, they may be very well trained business people, but it's, you know, we're not widgets. And I think that to a certain degree, private equity is discounted, you know, the importance of individual physicians, and how much of an impact that has on the practice that they are appropriately motivated, you know, we've probably get two calls a week for private equity groups wanting to get into the space. And we've resisted that, at a certain point, we're going to have capital needs that we're going to have to address, but we've managed to finance it internally and with, you know, into, you know, and with bank funding, and it is tempting, to be honest, but I think that our structure is such that it precludes all the physicians wanting to exit and get a nice multiple for private equity. Because if you're 35 years old, and a new partner, you know, you're not as excited about private equity as if you're 60 years old. I happen to be 60 years old, but like, my primary responsibility is to the practice and to the 35 year old doctors in our group, and I'd be averted, which is good. So I think looking long term is is important for future growth, and private equity doesn't look as long term. And, you know, we recognize that there probably four or five networks in the country, most of which are private equity backed at this point, and they are good competitors. But when I started in practice, 28 years ago, a really lovely colleague in the area said to me, you know, I'm sorry, you weren't able to join us because there was no space, but it's a big space. And there are lots of patients, and we'll all do well. And that was true, then, and it's true. Now. I think the market is underserved. I think we're too expensive. I think there are patients who don't have access to care who should be accessing care, and if we find ways to accommodate them, the whole pie grows, and we will do well.


Griffin Jones  29:24

Not. This could be an entirely different topic, but maybe it's worth it's worth bringing up because I completely agree that the market is underserved. We yet that I talk a lot on the show about the interior of the country, especially because I think we're seeing in even more disparity, a lot of the younger areas are moving to the DC, Boston, New York, Los Angeles, San Francisco, and very often the only doctors moving to the smaller markets are those that are from there. They grew up there and they just want to be by their family. Those practices are having a much harder time. and recruiting folks. And I think that ultimately limits the number of people that they can serve in those areas as well. And this might be a little bit of a side topic, but you did talk about were too expensive. I had Rob kilts on the show to talk about that particular topic. And I could probably have more guests just to talk about that. Why are we so expensive when so much of what we do is a cash pay the criticism of, of health care and why health care is cost increase, while most consumer technology cost goes down, is that it's because you have the government or an insurance who's not really insurance, because so much of their liability is mitigated by the government or someone else inflating the costs in our field, the majority of it is self pay, at least for IVF. And so why are we still so expensive,


Dr. Michael Levy  31:00

you touching on a topic that I'm very passionate about, and have always looked at ways to ensure better access to care. And if you look at our field, the the rate of inflation in IVF, is much, much lower than in other fields of medicine. One of the facts I'm most proud of is when we started the shade rose program in 1992. Our package was $19,000, led up to six cycles, full refund of it on every baby, we just modified our shaders program into three tiers. And for patients under the age of 35, we reduced the price from $21,000 to 90,000. To 28 years later, it's the same cost. That's that's the opposite of what's happened in medicine. And by the way, as you obviously figure out immediately, we do much better because our success rate is double. So you know that's so as technology improved as it does in other areas, you should become more cost effective. I think the fact that there's such huge barriers to entry allows practices to charge more, which is problematic, you know, costs do go up in general. So our margins are lower now than they were 10 years ago, our pricing has not kept pace. I'm also very frustrated at the cost of medication. I think this is a problem across the board in medicine, at the cost of gonadotropin to have more than doubled in the last 20 years. And certainly the cost of an IVF cycle has not come close to that. So whereas early on, it was about 20% of the cost of an IVF cycle now can be 50% of the cost of an IVF cycle, especially when the prices are going to bash pharma a little bit here with this opportunity. But especially when you look in Europe, where the cost of gonadotropin is a fraction of what our patients pay here, that's very problematic. So I think our whole health care system is messed up. I do believe and I'm not. I guess it's ironic, given my career, but I'm not that much of a capitalist at heart. But I do do believe in transparency and price compensation. And I think the fact that it's a self pay market has kept prices down. If you look at the cost of a knee replacement 28 years ago, versus IVF. And you're looking at now, it's exponentially higher with the rate of inflation with the knee replacement. patients aren't looking closely, you know, I could go on and on about this topic, I'd love to talk to you about it again, I became very interested in it. In our practice, our health insurance is our biggest expense after occupancy. And we're now exploring becoming self insured, because we want to control costs better. And I think medicine has failed dismally at controlling costs. And I do think if you look at the rate of inflation, in fertility, it's much much lower than medicine as a whole.


Griffin Jones  33:55

I think that we definitely could have you back on about that. But it does explain why you got into some of these other ventures and I want to talk about how one gets into those because I think a lot of especially principles of fertility groups have the opportunity to maybe be a co founder of a of a new software a new EMR a new maybe a new workflow, where or or have the opportunity to get involved in physician owned pharmacies or a number of different side ventures sit on an advisory board for some large tech startup or existing farm company. One of the things you started with this passion that you talked about you started the share price financial program, then you also helped co found donor egg bank and I think you're involved with my friends at EngagedMD How do you make those decisions to you've got your your your main focus, which is presumably the practice group, and then there are different than Churches and there could be 1000. As the field needs technology and meets all of these new opportunities, how do you decide which ones are a good fit? What advice would you give for principals that are thinking about maybe getting involved in some sort of venture that is ancillary to their practice, I think we


Dr. Michael Levy  35:18

always do better in an area that we know well. So you know, for me to say I think I'm going to invent some kind of, you know, it opportunity unrelated to infertility would be completely crazy. And that is almost certain to fail. But I think if we have an entrepreneurial instincts, and we see areas within our field that open up new opportunities, I think the egg bank exemplifies that, and we pursue it with a vigorous focus will be successful. So when the new technology for egg freezing was developed about 10 years ago, I think that it opened up a big opportunity with egg donation, where typically one egg donor was matched with one recipient, and it was extremely expensive. So egg banking allowed one to decrease the cost by less than half of what it used to be. And there was, was we were early adopters of it and started the egg bank in partnership with a number of other groups.


Griffin Jones  36:19

And maybe a good place to conclude is with the model that you talked about, because you made a really great point, which is when you're 35, the private equity offer isn't so excited when you're 60. The private equity offers a lot more exciting because the buyout is essentially one's golden parachute retirement. And I have made this argument on the show very often that I think no small part of the reason why a lot of retiring physicians or doctors that are within five years of retirement are taking this exit because they don't have another exit because they don't have a doctor that wants to take over their practice. Or if they do, there's trapped equity that the incoming doctor can't afford what the practices were. And even if they can they're the expectations aren't set. Well. We've talked about that with Holly I just said on the show of why associated Doc's would leave after two or three years before ever becoming a partner and why that happens fairly frequently. So if her the I think maybe the five to seven Doctor groups, because there's still a decent number of those, and they haven't sold equity yet, but they're probably around that age where they're really thinking about it. Does the Shady Grove model work for someone that sized where you're getting people in, they're meant to be on a partnership track. And then the older Doc's are meant to phase out, or is it too late if the doctors are at certain age or a certain career?


Dr. Michael Levy  37:53

So so we refer to our Constitution as a critical components of our practice. And that's all embedded in our Constitution. And I don't think it's too late. For any practice. I think that you absolutely correct that if the only avenue for excellence in significant ways private equity, and you don't have younger physicians who are going to purchase your equity in the practice, you're in trouble. So we have a very clearly defined internal, multiple and excellent we've had three physicians, or more probably at this point. So when I started the IVF program, I joined us a Gascon and Bob Stallman have been our fellowship director, GW, he joined us five years later, both Alice and Bob have now sold the equity in the practice. And that was very orderly, the younger physicians bought the equity. If they can, and it's a win win, they got a good, you know, valuation, and the younger physicians, you know, got a good deal being able to acquire that equity. So, I think ensuring that that is in place at the earliest stage is a good idea.


Griffin Jones  39:03

Can doctors do that, like in owner financed home, I buy the home from the older couple who's going into the nursing home, we don't get the banks involved, we we draft a contract that maybe I put down a down payment, and I owed them directly as though I'm paying them the mortgage and not the bank. Can it happen that way? Or does it have does do younger position typically have to get a loan in order to be able to buy that equity.


Dr. Michael Levy  39:29

So the way we structure that when physicians buy into the practice is we do the practice guarantees a bank club for the CIO, and it's a significant amount but the return on that and they own that equity day one and the return of the profit pool that is returned according to equity pays more than pays for them right away. So we will ensure that they will do better from day one as a as an equity partner. They'll also purchase them there'll be It's a you know, everyone can get about the same amount of equity in the practice. But someone who's got less productivity would not be able to afford to buy the maximum amount of equity that they could, because it would be too expensive. But I think it could be financed internally, by the practice, I don't think that you have to involve a bank to do it effectively. But I really do think that it's when we interviewing, it's interesting, you know, that I think the incorrect stereotype apply to millennial physicians or graduating physician fellowship is they want to check in and out, they want to get a nice salary, they're not interested in the business side. And they're not that focused on the long term partnership track. Now, I think many of those probably exist. And those are the ones will attract most of the physicians who come to us from word of mouth, know that they are going to have the opportunity to be true partners, it is important to them, they have to be productive and fit in with the culture in order to achieve that opportunity. But I think we have in a in an era in which there are fewer fillers graduating than there are positions. So So most veterans get multiple offers. We have almost our pick of the finish of graduates who not going into research who want to be in clinical practice, because of that model that I


Griffin Jones  41:21

think that that point of there are still so many entrepreneurial RBIs coming out of fellowship. So many of the some of the millennial areas that I know, some of whom are still in fellowship are among the most entrepreneurial that I know with their involvement in Silicon Valley with their following funds and Wall Street, they are really dialed in. I think from a recruitment standpoint, why it sometimes appears that way is because these minor positions are going to show you go there some often times not going other places because you have a structure for them. A lot of times there isn't a structure in place. And the ambiguity that was that suffice 25 years ago doesn't suffice anymore, they need to go to a place that has a human resources department that that's active on social media that isn't using paper charts that is forward thinking because I think very I make the analogy. Very often that it's like buying the the old house, but the work needed on the house is so much more than just the the Biden and especially if there's going to be someone in place that's fighting you on the changes that you need to make before they retire if they ever retire. And I think that that you all have that structure in place, it seems so definitely I'll give you the final thought what would you want to conclude on? I like that you counter my point that it would be easier to use private equity to build the largest practice group in the country, you counter it because you've actually done it so clear, because evidence that it's true, you said that you didn't set out to do that. But for someone who wants to grow or sustain their practice, for your general view of the field, how


Dr. Michael Levy  43:08

would you want to, you know, one area that you had a question or which we didn't touch on, which I'll finish with is like one of the other really key decisions we made early on is that physicians need to be fully engaged, but they should not be the business leader of the practice. So we have a really superb executive team, led by Mark Segal is our CEO. And I think Mark had the vision and ambition to grow as big as we did. And we went along with him and supported that. So we have the right balance between not trying to micromanage. I do see physicians fall into the trap of we know a lot about a little so we assume we can know a lot about everything. And, you know, that's risky. So we have, you know, as you said, great HR, great marketing, you know, administration accounting, you know, and we don't micromanage that group at all the board meets every week with that team, do we know what's going on, and we involve the important decisions, but finding the right balance is critical for the right foundation for the practice. I spent 80% of my time practicing typical medicine, I still enjoy it the most, which is why I keep doing what I'm doing, and certainly want to be involved, as do all our physicians. And lastly, I love the fact that you said that you familiar with a lot of entrepreneurial young fellows and reproductive endocrinologist and send them our way, but I wouldn't want that to be the primary driver. The right physician in our practice is going to do what's right for the patient every time. My favorite patients are those with sexual dysfunction. We send them home with a 10 cent five cc syringe and tell them to inseminate themselves at home, and they don't need us for anything. And we make because we're doing right by them. It's the most cost effective treatment. And, you know, if everyone knows that That's what we get to do. The practice is strong before because they're going to send their friends or staffs gonna know that's what's required. And they're going to act like that in every situation. And of course, I love the patient way too complicated situation. And we need to use all the bells and whistles of technique, bells and whistles of the top technology to get a good result. But we've got to tailor to the patient. So do right by the patient but be entrepreneurial and successful follow


Griffin Jones  45:27

Dr. Michael Levy, thank you very much for coming on inside reproductive health.


45:32

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health





Griffin Jones  00:04

You don't have to make less money. In a recession, you do not have to, you don't have to provide less care, you don't have to lay people off, don't have to have everything blown to smithereens, it doesn't have to happen in a recession very often it does. I for one did very well, in the last recession, who worked really hard, I was younger, that helped. But in a sense, that helped me to rise, because I saw other people phrase like deer in headlights, and I focused on trying to create value and just doing whatever I possibly could, there's a couple of pieces of value that you can shore up, that will help you to do better. And it's knowing where your patients are coming from investing in those sources, and not investing in other sources has to do with attribution, I have a very strong opinion. On attribution, I've had people come work for my firm that have had opinions on attribution. And they're not nearly as thought out as this point of view, because there isn't a perfect way to do it. And I've tested lots of different ways of doing attribution, I'm gonna give you some ways that work. But the first rule of attribution knowing where your patients come from, is stop looking for the perfect source of attribution, it doesn't exist. So sick of hearing that these these while this type of patient that comes from paid search, they're better or, or they don't convert, or they do convert, it doesn't work like that it can work that more patients that are more qualified for treatment sooner come from certain channels, but it isn't that there's one channel, that means other qualified patients, one channel that brings in pages that are qualified to go into treatment, one channel, that doesn't work at all, that's not how it works. This is 2022, God to be 2023. Maybe when you hear this episode, I don't know, there isn't three channels on the television is not one newspaper, and a handful of radio stations are market, there's infinite number of ways that people can come to hear about you. And they can even just be siloed to media, because if I see something on Instagram, or Facebook, is it because I was in that Facebook or Instagrams, that ad reach for was it because a friend of mine communicated to me through Instagram or Facebook and was word of mouth, these channels are not perfectly siloed. So don't expect them to be perfectly siloed. And also don't expect them to just be perfect, because until we have 1984 style, whatever he does, or whatever dystopian show, you're watching on Netflix right now where you can put in your wig in somebody's brain, and map all of the ways they came to make a decision. Perfect attribution doesn't exist. And in our field, even now, it's hard to make excellent because there is no CRM, that's a customer relationship management, software, HubSpot, a Salesforce that most of you don't have, and those of you that do have it using a very cursory level, because none of them perfectly communicate with your EMR, most of them don't at all, and most your EMRs are not set up to be able to track this kind of flow. So we're getting rid of the fact that, that we can't have perfect attribution, that it doesn't exist. That doesn't mean that we shouldn't get the best information that we can have, and use it to make decisions make decisions. We're looking for directional attribution, not perfect attribution. So how do we get directional attribution after you train the same triangle and the three, but you can subdivide a couple of these into four, the first thing that we have to be doing is tracking volume to marketers should be tracking volumes did an article I updated a year or two ago called shut fire my practices marketing director, that's still a good article, because it's about all of the different roles within marketing teams. And so you might say you have a marketing person, that doesn't mean anything, look up what role that is, and what outcomes they're actually responsible for, but at the tippy top, that somebody has to be responsible for volunteers. When marketers don't achieve an outcome. It's because there are lots of variables for that outcome one, and they either don't have the capacity with the autonomy to achieve to be able to work on all of the variables that improve that outcome. So you can't call the paid search person to new patients in the door. or, because all they all paid search person can do is get you more leads from paid search can't pull the brand new person to more new patients because all branding person can do in and of themselves is make good messaging and nice design. And so it all has to come together if you're going to be achieving the outcomes, that's whoever is in charge of that you're holding that accountable to, they got to have that number front and center number of new patients in the door number of IVF, cycles, retrievals, then whatever other procedures that you're trying to increase, but especially as we start to go into a recession, depending on how bad this thing is, the more you have to be able to do that. So the first thing is having the persons responsible for monitoring those outcomes. And the second point of the triangulation is the digital attribution. This can come from multiple sources and very often dies. But one of the one of the main ones, this is what I mean by you can even sub split the triangulation, but where you sub split, the digital attribution is Google Analytics. Everything that's important has to be accounted for in Google Analytics, in your form fills your request appointment submissions, if those things are different. For example, if you have a request an egg freezing appointment, that's that counts as a lead. That's a goal that has to be measured in Google Analytics that comes from a thank you page on your website, it's got to be in Google Analytics, if you have a different request appointment for anything that is about becoming a patient needs to have a page. So that can be a goal that's in Google Analytics. And last I checked, you can have like 15 goals and Google Analytics. One of them has to be phone calls, to need dynamic number insertion, and your website and the ads that you run, because you have to have, you have to know how many calls you're driving that and your marketers have to be able to know that because they have to be able to make decisions based on us, especially if we're heading for a recession, you gotta be driving towards these things, not just eyeballs not just clicks. And then from there, you can quit, especially when you're using dynamic number insertion, you can use that to actually measure the calls and the number of calls that that fall off and what you can do to do that, but I'm starting to veer off on sticking with attribution right now. But that takes you to the point of attribution, where you can see, okay, this is this is where leads are coming from. And then you can assess quality of leads after that and quality of process. Also, within your visual attribution is any place that you're running ads in, in that native in that native ads platform. And that ads platform that Google ads are running ads on Facebook and Instagram, Facebook ads, in those platforms, you're going to have some different points of attribution that need to be reconciled with Moulinex. They don't, they don't always go perfectly. Yeah, that you think is frustrating for you try doing it for a living. But Google, for example, will sometimes optimize for goals that you don't want or that you want less of sometimes you want to use the artificial intelligence and go bid right below what they're recommending. So it makes the AI work harder, sometimes Google will be lazy, and they'll just try to automatically get you into more clicks or their geographic targeting is broader than you would then what you're actually intending to do, because they want to just get the spend up. So those need to be accounted for in those digital platforms. And the third sub point of the the second Digital Point of attribution is your CRM. So upset does not perfectly talk with Google ads, or Google Analytics for that matter. But you can get a lot more information from BRM by using CRM, and at least don't have didn't did these people and then import the leads from your ads platforms into CRM, you won't get all of them. But did of the people that we have how many of them convert to treatments that you can use or how many of them at least made an appointment so that you can use some of that as part of your digital marketing as you start to build campaigns and and optimize more you can see how well this works. So we have volumes IVF volumes by month. New patients by month and then any sunbird eight Using patients, any third party patients, if that's what you're in marketing for, then digital, Google Analytics, the ads platforms themselves, your CRM. Finally one of the third point, triangulation, which is self reporting, it's still important, it still makes sense. Their self reporting in and of itself is not reliable. People will say sources that you don't even advertise on or they will totally, maybe they'll just do the last thing that they can think of. But it wasn't the most effective, it's incomplete. But triangulated with the other two points of attribution, it's very useful, and you can make it more reliable in and of itself is that we do? Every question needs to be binary, yes or no? If you're advertising the ton, the traditional radio or TV or whatever, need to ask people, did you see us? On TV? Yes or no? Did you? Did you hear a radio commercial? Yesterday? You least need to know? Are they perceiving it in someone? Did you see us on social media? Yes or No? Were you referred to a friend? Were you referred to us by a friend? Yes or No? Were you referred to us by a doctor? Yes or no? So these are binary questions has to be yes or no, you have to calculate the acids, you have to calculate the numbers, you do at least be able to see, is this particular channel, registering with them? In some way? And if it's not, then you get rid of it. The final question is not binary. It's a drop down of all of these ways. What was the most influential in your choice to selecting our practice? And then it's just all the the what had been questions are now your options. So social media, referred by that groups, or by friends, etc. Those two pieces of information help to balance each other out. So you can see, okay, are these things even registering with people is, is this making an impact and have all of these things what seems to be making the most impact because when you balance those two stories together, you'll see different stories 60% of patients, fertility patients, our patients are referred to their AI by a doctor. But only 21% of total patients say that being referred to their Rei by a doctor was the most influential factor in choosing their their doctor location is number three areas number two, at 20%, referred by a friend is 90%. So I will often see this with digital marketers is that pesos is a marker sit at all time paid social work, paid social doesn't work. It's all about paid search. Gotta do higher intent, keyword search. That's what that's what's driving traffic. See, you look at the Google Analytics, you can see it, yes. Who you can't see is all of the things that people are saying to each other because they saw it on their social media, we didn't have that 20 years ago, we didn't have people telling their friends that they went through fertility quest more than they saw specialists at their throat. And when I first got into the field, do nothing but organic social media, because I didn't have any of the background do this other stuff or any money to hire other people that did this other stuff. I got results for people using organic social media, because it was just the word of mouth friend referral. And that's the number three influential reason why somebody chooses to practice it's 90% of fertility patients that have the most influential factor. A lot of that's coming from social media. So you got to put all of these things together. To make the story clear, and you're not doing this in the EMR. EMR is not the place to report attribution doesn't belong in some of these charts. It's not one question such as one question that happens at the at the phone call, because it's got to be done in this way. Prior to COVID. Now, a lot of you are still doing just telemedicine for for new visits or for many of you are doing a hybrid choice. We used to just have clients buy a tablet, put Survey Monkey on the tablet, and we just make the client do it for every single patient that work the best. Since COVID, it gets trickier you have to be you just have to be more on top of that. If you're doing this type of new patient attribution for for new patients, but you can require that when they when the rest of their forms are due. But it is more operationally intensive. So doing these three things, properly tracking volumes against digital attribution coming from Google Analytics, the ads platforms themselves and CRM if you had one against self reporting, that is multi question binary and then final question, non binary, that is not done in an app, not multiple choice, I should say for that last one. It is not done in your EMR. Doing all of these things is going to give you the best information that you need to see where your patients are coming from. So you can invest more indoors those sources so that you spend less money during our session, and that the money that you are investing, you keep investing in because it's the one bring people in, it's not an expense, it's an investment. You need that information all the time, but you can't get away without in a really bad recession. Hope this is really useful to you, and I hope you are able to implement soon if you need some help with it. Just email me Griffin that fertility bridge.com

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


159 Attribution: Discovering Where Your Patients Are Actually Coming From

This week, Griffin unleashes the secrets of client attribution in a Marketing Secrets Short episode. Tune in to understand how you can avoid making less money in a recession with proper attribution tracking on the latest episode of Inside Reproductive Health with Griffin Jones.

Tune In To Hear:

  • What you need to STOP looking for when it comes to attribution tracking.

  • How to get directional attribution through Grif’s secret method of triangulation.

  • Which metrics you can forget about, and which you should be looking at closer.


Transcript




Griffin Jones  00:04

You don't have to make less money. In a recession, you do not have to, you don't have to provide less care, you don't have to lay people off, don't have to have everything blown to smithereens, it doesn't have to happen in a recession very often it does. I for one did very well, in the last recession, who worked really hard, I was younger, that helped. But in a sense, that helped me to rise, because I saw other people phrase like deer in headlights, and I focused on trying to create value and just doing whatever I possibly could, there's a couple of pieces of value that you can shore up, that will help you to do better. And it's knowing where your patients are coming from investing in those sources, and not investing in other sources has to do with attribution, I have a very strong opinion. On attribution, I've had people come work for my firm that have had opinions on attribution. And they're not nearly as thought out as this point of view, because there isn't a perfect way to do it. And I've tested lots of different ways of doing attribution, I'm gonna give you some ways that work. But the first rule of attribution knowing where your patients come from, is stop looking for the perfect source of attribution, it doesn't exist. So sick of hearing that these these while this type of patient that comes from paid search, they're better or, or they don't convert, or they do convert, it doesn't work like that it can work that more patients that are more qualified for treatment sooner come from certain channels, but it isn't that there's one channel, that means other qualified patients, one channel that brings in pages that are qualified to go into treatment, one channel, that doesn't work at all, that's not how it works. This is 2022, God to be 2023. Maybe when you hear this episode, I don't know, there isn't three channels on the television is not one newspaper, and a handful of radio stations are market, there's infinite number of ways that people can come to hear about you. And they can even just be siloed to media, because if I see something on Instagram, or Facebook, is it because I was in that Facebook or Instagrams, that ad reach for was it because a friend of mine communicated to me through Instagram or Facebook and was word of mouth, these channels are not perfectly siloed. So don't expect them to be perfectly siloed. And also don't expect them to just be perfect, because until we have 1984 style, whatever he does, or whatever dystopian show, you're watching on Netflix right now where you can put in your wig in somebody's brain, and map all of the ways they came to make a decision. Perfect attribution doesn't exist. And in our field, even now, it's hard to make excellent because there is no CRM, that's a customer relationship management, software, HubSpot, a Salesforce that most of you don't have, and those of you that do have it using a very cursory level, because none of them perfectly communicate with your EMR, most of them don't at all, and most your EMRs are not set up to be able to track this kind of flow. So we're getting rid of the fact that, that we can't have perfect attribution, that it doesn't exist. That doesn't mean that we shouldn't get the best information that we can have, and use it to make decisions make decisions. We're looking for directional attribution, not perfect attribution. So how do we get directional attribution after you train the same triangle and the three, but you can subdivide a couple of these into four, the first thing that we have to be doing is tracking volume to marketers should be tracking volumes did an article I updated a year or two ago called shut fire my practices marketing director, that's still a good article, because it's about all of the different roles within marketing teams. And so you might say you have a marketing person, that doesn't mean anything, look up what role that is, and what outcomes they're actually responsible for, but at the tippy top, that somebody has to be responsible for volunteers. When marketers don't achieve an outcome. It's because there are lots of variables for that outcome one, and they either don't have the capacity with the autonomy to achieve to be able to work on all of the variables that improve that outcome. So you can't call the paid search person to new patients in the door. or, because all they all paid search person can do is get you more leads from paid search can't pull the brand new person to more new patients because all branding person can do in and of themselves is make good messaging and nice design. And so it all has to come together if you're going to be achieving the outcomes, that's whoever is in charge of that you're holding that accountable to, they got to have that number front and center number of new patients in the door number of IVF, cycles, retrievals, then whatever other procedures that you're trying to increase, but especially as we start to go into a recession, depending on how bad this thing is, the more you have to be able to do that. So the first thing is having the persons responsible for monitoring those outcomes. And the second point of the triangulation is the digital attribution. This can come from multiple sources and very often dies. But one of the one of the main ones, this is what I mean by you can even sub split the triangulation, but where you sub split, the digital attribution is Google Analytics. Everything that's important has to be accounted for in Google Analytics, in your form fills your request appointment submissions, if those things are different. For example, if you have a request an egg freezing appointment, that's that counts as a lead. That's a goal that has to be measured in Google Analytics that comes from a thank you page on your website, it's got to be in Google Analytics, if you have a different request appointment for anything that is about becoming a patient needs to have a page. So that can be a goal that's in Google Analytics. And last I checked, you can have like 15 goals and Google Analytics. One of them has to be phone calls, to need dynamic number insertion, and your website and the ads that you run, because you have to have, you have to know how many calls you're driving that and your marketers have to be able to know that because they have to be able to make decisions based on us, especially if we're heading for a recession, you gotta be driving towards these things, not just eyeballs not just clicks. And then from there, you can quit, especially when you're using dynamic number insertion, you can use that to actually measure the calls and the number of calls that that fall off and what you can do to do that, but I'm starting to veer off on sticking with attribution right now. But that takes you to the point of attribution, where you can see, okay, this is this is where leads are coming from. And then you can assess quality of leads after that and quality of process. Also, within your visual attribution is any place that you're running ads in, in that native in that native ads platform. And that ads platform that Google ads are running ads on Facebook and Instagram, Facebook ads, in those platforms, you're going to have some different points of attribution that need to be reconciled with Moulinex. They don't, they don't always go perfectly. Yeah, that you think is frustrating for you try doing it for a living. But Google, for example, will sometimes optimize for goals that you don't want or that you want less of sometimes you want to use the artificial intelligence and go bid right below what they're recommending. So it makes the AI work harder, sometimes Google will be lazy, and they'll just try to automatically get you into more clicks or their geographic targeting is broader than you would then what you're actually intending to do, because they want to just get the spend up. So those need to be accounted for in those digital platforms. And the third sub point of the the second Digital Point of attribution is your CRM. So upset does not perfectly talk with Google ads, or Google Analytics for that matter. But you can get a lot more information from BRM by using CRM, and at least don't have didn't did these people and then import the leads from your ads platforms into CRM, you won't get all of them. But did of the people that we have how many of them convert to treatments that you can use or how many of them at least made an appointment so that you can use some of that as part of your digital marketing as you start to build campaigns and and optimize more you can see how well this works. So we have volumes IVF volumes by month. New patients by month and then any sunbird eight Using patients, any third party patients, if that's what you're in marketing for, then digital, Google Analytics, the ads platforms themselves, your CRM. Finally one of the third point, triangulation, which is self reporting, it's still important, it still makes sense. Their self reporting in and of itself is not reliable. People will say sources that you don't even advertise on or they will totally, maybe they'll just do the last thing that they can think of. But it wasn't the most effective, it's incomplete. But triangulated with the other two points of attribution, it's very useful, and you can make it more reliable in and of itself is that we do? Every question needs to be binary, yes or no? If you're advertising the ton, the traditional radio or TV or whatever, need to ask people, did you see us? On TV? Yes or no? Did you? Did you hear a radio commercial? Yesterday? You least need to know? Are they perceiving it in someone? Did you see us on social media? Yes or No? Were you referred to a friend? Were you referred to us by a friend? Yes or No? Were you referred to us by a doctor? Yes or no? So these are binary questions has to be yes or no, you have to calculate the acids, you have to calculate the numbers, you do at least be able to see, is this particular channel, registering with them? In some way? And if it's not, then you get rid of it. The final question is not binary. It's a drop down of all of these ways. What was the most influential in your choice to selecting our practice? And then it's just all the the what had been questions are now your options. So social media, referred by that groups, or by friends, etc. Those two pieces of information help to balance each other out. So you can see, okay, are these things even registering with people is, is this making an impact and have all of these things what seems to be making the most impact because when you balance those two stories together, you'll see different stories 60% of patients, fertility patients, our patients are referred to their AI by a doctor. But only 21% of total patients say that being referred to their Rei by a doctor was the most influential factor in choosing their their doctor location is number three areas number two, at 20%, referred by a friend is 90%. So I will often see this with digital marketers is that pesos is a marker sit at all time paid social work, paid social doesn't work. It's all about paid search. Gotta do higher intent, keyword search. That's what that's what's driving traffic. See, you look at the Google Analytics, you can see it, yes. Who you can't see is all of the things that people are saying to each other because they saw it on their social media, we didn't have that 20 years ago, we didn't have people telling their friends that they went through fertility quest more than they saw specialists at their throat. And when I first got into the field, do nothing but organic social media, because I didn't have any of the background do this other stuff or any money to hire other people that did this other stuff. I got results for people using organic social media, because it was just the word of mouth friend referral. And that's the number three influential reason why somebody chooses to practice it's 90% of fertility patients that have the most influential factor. A lot of that's coming from social media. So you got to put all of these things together. To make the story clear, and you're not doing this in the EMR. EMR is not the place to report attribution doesn't belong in some of these charts. It's not one question such as one question that happens at the at the phone call, because it's got to be done in this way. Prior to COVID. Now, a lot of you are still doing just telemedicine for for new visits or for many of you are doing a hybrid choice. We used to just have clients buy a tablet, put Survey Monkey on the tablet, and we just make the client do it for every single patient that work the best. Since COVID, it gets trickier you have to be you just have to be more on top of that. If you're doing this type of new patient attribution for for new patients, but you can require that when they when the rest of their forms are due. But it is more operationally intensive. So doing these three things, properly tracking volumes against digital attribution coming from Google Analytics, the ads platforms themselves and CRM if you had one against self reporting, that is multi question binary and then final question, non binary, that is not done in an app, not multiple choice, I should say for that last one. It is not done in your EMR. Doing all of these things is going to give you the best information that you need to see where your patients are coming from. So you can invest more indoors those sources so that you spend less money during our session, and that the money that you are investing, you keep investing in because it's the one bring people in, it's not an expense, it's an investment. You need that information all the time, but you can't get away without in a really bad recession. Hope this is really useful to you, and I hope you are able to implement soon if you need some help with it. Just email me Griffin that fertility bridge.com

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


158 Demystifying REI Partnership With “Forever Fellow”, Dr. Eduardo Hariton

Griffin Jones hosts guest Dr. Eduardo Hariton to break down everything you should know before accepting a position as an REI. Having recently undergone his own selection process, Dr. Hariton discusses what you truly “bring home” when you sign on the dotted line. What is your risk tolerance? Do you know what questions to ask?  Tune in to the latest episode of Inside Reproductive Health today, before you sign that contract tomorrow.


Tune in to hear:

  • Dr. Hariton and Griffin hash out the importance of understanding profit-sharing vs. equity and what questions to ask to get honest answers when interviewing for your potential partnership.

  • A shares vs. B shares.

  • What “partnership” truly means- and how to determine if it is the right fit for you.

  • What questions you need to ask to understand your compensation, incentive structure, and to gain clarity on your career track.

  • The importance of sharing ethos and fitting into work culture for long-term success.



Dr. Hariton’s Info:

Company: US Fertility/RSC Bay Area

Instagram: https://www.instagram.com/haritonmd/

LinkedIn: https://www.linkedin.com/in/eduardo-hariton/

Website: https://dreduardohariton.com/


Transcript


Dr. Eduardo Hariton  00:00

But not all practices are the same; other practices are going to be around in the way that they are in the future. So you have to really, and this is a hard thing to do evaluate whether you think your practice is going to do well in the market, right? Whether it's part of like a large multinational network, US based network, you know, geographic behemoth, as solo practitioner and academic center, like you're coming in to spend a lot of time and effort to come into a market and in a lot of markets, you're tied because you have a noncompete. Is your practice going to succeed in that market? Are they good points for long term success? And what does that mean that you join in the rocket ship at this point where they're already here? Those are hard questions to ask but important because you don't want to join a failing practice as their lifeboat. You do not want to be the lifeboat of the sinking Titanic, like you want to jump onto a rocket ship, or at least something that has a good trajectory.


Griffin Jones  01:03

How are young doctors getting screwed? Who cares how young doctors are getting screwed, practices are getting screwed, too. We don't talk too much about either party getting screwed. We do talk about pitfalls that employers face, practices face networks face, we talk about the pitfalls that younger Doc's face because Dr. Eduardo Hariton is the Forever Fellow. Hope he likes that nickname. Let's start it now. Everybody just call him that now. Because he went through this himself very recently. He's also written about it a lot and interviewed a number of experts himself. He and I have talked about it quite a bit. And there's a reason why he's been on the show three times. He gives a really good roadmap for younger Doc's. And I talked to him a bit in more detail than just the types of career paths that you could choose. We've talked about that a lot on the show, we talk more, we get more into the nitty gritty of the type of control that you're gonna need. If you're on the hook for certain KPIs. In order to be able to qualify for partnership, we talk about things that should be considered in contracts that both of us are loud about the disclaimer that we're not lawyers, you need to get proper legal counsel, we talk about what buying into a practice means or what partnership means, because that word is used to mean different things. We talked about different kinds of equity, like equity in the parent company versus equity in the local practice that while Class A shares, Class B shares, and the things that are important to you, that might not be in the KPIs, but that have to come out in the self discovery process as much as it has to come across in the discovery process with the people that you're interviewing. So I like to have both sides on the show. I like to have younger docs talking about what they're looking for. I like to have practices talk about what they need from docs. So if you have a different perspective, you're welcome on. Eduardo has been on the show three times. This is the sharpest conversation he has. He and I have had on this show. And my apologies to Matthew McConaughey. I didn't mean to say he was creepy. It was his character. I'm sorry, Matthew. Enjoy this episode with Dr. Eduardo Hariton. Dr. Hariton, my good friend Eduardo, Welcome back to Inside reproductive health for a welcome back for the second time, because this is your third time on the show. Welcome back.


Dr. Eduardo Hariton  03:41

Thank you. Thanks for having me. It's always a pleasure to be here and catch up and excited to chat more today.


Griffin Jones  03:47

You and I just talked about what we want to talk about, which is career trajectory for doctors in different phases, maybe mid level down to fellow and what they should look at. But we have something to solve first, Eduardo, which is the wager that you and I have, which we never actually specified a wager it was an I'm thinking it was more than a year it goes by a year and a half ago. Yeah. And we're talking about is fertility treatment going to be more or less expensive for the patient. In five years. I said more. You said less. I think that I'm we're a year and a half in three and a half years left. I think I'm right. What do you think?


Dr. Eduardo Hariton  04:27

Well, I think that you're a visionary. I knew that before. But I did not see the rate of inflation rising coming like you did. So well done there. I still got three years, we'll see what happens. And I think our wager was a donation to do believe your foundation. So


Griffin Jones  04:46

we never we never we never picked one for you. We also never pick this specific metric of the exact specific metric of what we're going to measure. So we hedged a little bit, but I'm I'm always happy to make a donation. But I do want to rub it in when I'm right. And I still think that I'm going to be right now maybe, maybe I lack imagination, as you did with the inflation, maybe I lack imagination of the economy takes a major dive. And that changes things. But I think that's what would be necessary. I don't I just don't see supply and demand consolidation. I don't see the prices coming down.


Dr. Eduardo Hariton  05:25

Well, yeah, I love to be right. But I acknowledge if I'm wrong, we'll see in three and a half years, don't don't take your victory lap too early.


Griffin Jones  05:32

Say, right. It is the first quarter. So let's talk about let's talk about something that you're far more right about, which is how doctors should be considering their careers. And let's maybe just give a little bit of a background for what you've done. I think it was summer of 2020. You that was one of the first things that you did where you did a digital event. For fellows. I was one of the speakers there. But tell us about fertility explained and then and then how that ends up being part of what you're doing for younger Doc's.


Dr. Eduardo Hariton  06:10

Yeah, absolutely. So we were stuck in COVID, take it back two years, we were at home, no one could go out on the weekends, everything was closed. And I had always had this idea that, you know, we're great at training, medical people who will train great training, and how do we physicians, we don't really share what else they need to know. So you get most of our area's go to private practice. And then they get this crash course and all these other things that they never learned about. So I wanted to use that opportunity where I had focused attention to teach the fellows about the business of fertility, you know, what is consolidation? What is a p&l? How do you market to physicians? How do they benefit manager industry works? And so I sent a bunch of emails expecting to get nothing back or maybe a few. And then everybody got back to me, you know, the CEO of the largest networks, you, David say, Well, David Adam, so like a bunch of people that really knew their industry, Natalie craft on social media, and I'm missing a ton. But they said, Yeah, I would love to teach the fellows. So we put together to four or five hour days, over two weeks of people coming and giving talks where they were open to questions. And it was an awesome event. People really liked that the feedback was solid. I found that it wasn't just fellows, I get emails from a bunch of people mid career and late career that said, this should be part of our education curriculum. It doesn't exist, because it's not our focus. But how do we keep this going? So over the last two years, I've kept that going, I haven't organized a conference. But I've done you know, usually monthly webinars with people that come and talk about how to get a job, how to, you know, get a job that you love, and it's people that been in the same job for a decade, I've had people who have switched jobs within two years, and they come and they say, this is what happened. This is how I got screwed. This is how they move my goalposts. I have people that talk about negotiation. I've had employment lawyers from my thermal come speak. And it's turned into this kind of more topical session where, you know, part of it is still teaching fellows about the business of fertility. We have one on the pharmaceutical industry, one on benefit managers, quite recently, we have one on high volume providers, and what do they do differently to be able to do 567 100 cycles coming up? But it's also turned into how do we help fellows equip themselves with the right information to get the job that they want? And that means understanding the right questions to ask understanding the timeline, understanding the process, and being empowered to say, you know, I have trained for 11 years medically, and probably a decade before that, I should be in a position to negotiate for the things that really mattered to me. And the reality is, we don't know what really matters to us as we're coming out of this process, because we haven't been prepared. But I hope to just give fellows a flavor of how to do that, and help them through that journey. And that's something that I went through two years ago, I interviewed at a bunch of places, and learned by doing with the support of some helpful mentors. But I hope to give the fellows those tools as well.


Griffin Jones  09:07

Let's talk about the job that they want. Because I suspect there's something operative about the front part of the phrase, the one that they want. I might regret saying this, it seems to me if you can't get a job. Right now, as a ra, you suck. That in fact, if I might even say if you can't get the one that you want, or at least go to the place that you want to go to that there's something that you're not doing right, given the demand. If you can't do it now, would love to see you tried doing it in the 90s when people like Dr. Serena Chen, Dr. Nedley told me that our eyes were delivering babies because there wasn't Rei jobs in in the 90s. And so let's talk about that. Do you think that I'm failing burning too much the demand side of the market right now. And if I'm not, then tell me more about what, how we define the job they want.


Dr. Eduardo Hariton  10:10

Right? So I'll say your second question first, I'd say yes, there is a huge supply side constraint, the very eyes, there are not enough of us being trained to meet the demand that exists, and certainly not that demand that is coming. So it's definitely the market that has shifted, as my partners like to remind me as well, 1015 years ago, how difficult it was to get a job. I would say, you know, if you can find any job, there might be something going on. Because I'd say the number of open positions and people looking far outstrips the number of people coming out of fellowship. But I would say if you can, even


Griffin Jones  10:46

ones that aren't open, Eduardo, people will say, yeah, we'd hire, we would hire somebody we might not like be actively recruiting right now. But almost everyone will say that they would hire someone, virtually all of


Dr. Eduardo Hariton  10:59

them. But I think the the other side of that is we are recruiting pretty early. And it's you could want a job. And if you decide that you want to start looking in your third year, that job for your year might be already filled. And some practices have an easier time than others recruiting. So some practices do feel some of those positions early. And there's only it's not that you don't have a need or that patients are incoming is that it takes a lot to open and find either the physical space or the support team. Because they're, you know, if you hire an REI, you don't just hire an REI, you need to hire two to three nurses, you need to hire case managers, you need to hire embryologist to support the volume that's going to come with them. So it's not just oh, I'll hire in Rei and everything else just happens on the line. It is a big process and clinics that do it, well do it really thoughtfully. So you could find yourself in a position where like, this is my dream job. But someone from that fellowship just took it. So I can either wait a year or go to their competitor. And that I think can happen if you don't time it correctly.


Griffin Jones  12:01

So let's talk a little bit about that. If there are universal must haves to for getting the job you want the audience might remember I had Dr. Dwayne o Welch on she's from outside of our field. She's a PhD psychologist and studies mating and dating behavior. I had her on the show, because I just wanted to show people part of the reason why their patients are delaying, why they're delaying family building. There's multiple reasons. But I think mate selection is a big one of them. So that's why I had Dr. Welch on. And it's my show. So I get to say, who comes on, she talks about having must haves for selecting a partner, and it's up to you, the whoever the selector is, to decide what their must have, I have to have someone who's politically liberal, I have to have someone who is religious, I have to have someone that loves the outdoors or loves animals, but she talks about there's two or three must haves that are absolutely universal kindness and respect. That they're not any of the three A's an alcoholic, an abuser or an adulterer, those those must haves are built in. So I suspect that many of the must haves will be people's preferences. And I want to talk about what they can be. What are the universal must haves, in your view, if there are some?


Dr. Eduardo Hariton  13:23

I mean, I would say, because the fellow that's coming out has usually trained for seven years in an academic center, that's usually all they know. So their view of what it is to be an area is very much clouded by the experiences that they've having training, which are for the most part academic, I think, if I think there is one must have, and this is not the most important, but you need to get paid, right? Most of us come out with that burden. In the six figures from training, most of us, by the mid 30s, are thinking about a family or already have one. And we have been pressed a paid what I think it's a suppressed salary for seven years of training based on the number of hours that we work and our expertise. So we're ready to make some money. Money is not the main driver. For most people. This is not the most you know, it's your it's a very lucrative career, you're going to do quite well. But there's a big opportunity costs, you're ready to make some money to pay some of your loan backs to buy the house that you've been waiting to buy. So money matters. It's not the main driver, but they need to pay you more than they paid you in residency and that's universally true. What else you care about. I do think it's very dependent. And we can talk about a path to partnership. We can talk about clinical autonomy, we can talk about protected time for whatever else you want to do, whether it is research, surgery, family, administrative, whatever it is, if it matters to you, that's something that that might be a deal breaker for you. And then there's all this other kind of you No smaller things that are more or less intangible. Can I teach residents? You know, who does my marketing? What does the IVF lab look like? Can I go into the IVF? Lab? You know, how am I paid? Is it what your kid model? I said a salaried model? Do I have an incentive to work? How much vacation do I have? How much leaves? Do I have? What complete looks like? Can I keep my own IP? Is it all owned by the company. So there's a million things that might matter a little, ultimately, for each person that's different. And what I hope to get Fellows is the ability to at least know the questions to ask so that they can form their idea. There's no perfect job for everyone, you just gotta find the perfect or the most close enough to perfect job for you as an individual. And I think the interview process is not something where I'm like, I know where I want to be. Let me just see who can get me there. It's a self discovery process in a way, because as you go, and you meet these practice owners and these physicians and see what their career like, you're like, Wow, I never imagined going to a place where you could have eight weeks of vacation that wasn't even in my idea. But now that I think about it, and how I grew up with my summers in my house with my grandparents, that might be nice. So your priorities might change as you explore the breadth of opportunities that exist outside of your traditional academic medicine path.


Griffin Jones  16:21

But I'm a millennial, Eduardo, I want all of it. I want all of these things. So I let's I do want to go down that potential different paths. Maybe we talk about how to rank order them. And maybe we talk about, well, maybe we talk about how much of them it is possible to have because this is not unique to our eyes is not unique to physicians happening everywhere in the marketplace where it used to be, well, maybe I'm willing to trade off some work life balance for a higher salary, maybe I'm willing to trade off some of each of those. If I work for something that's mission driven, I really identify with and a luxury, one sampled becomes a necessity. And that's what we're seeing when there is a undersupplied high demand dynamic in the market, which there is in the job market, which there is in the REI market. And people are like, Well, I just want I want I want the mission driven, I want the benefits, I want the salary I want the 40 hour, week or less I want the professional development. Everything that was once a trade off becomes table stakes is that not senior doctors very often feel this way about this is what's happening from younger ducks. Do you share that perspective?


Dr. Eduardo Hariton  17:51

I mean, I think yes, and no, I'd say you can't get everything you want. That you know that if and if you find that job, then good for you. Like that's great. Like, if someone's willing to give you everything you want in the location that you want for the salary that you want, then you did really well it means that you have come into a market that is favorable to you. This is a capitalist economy, someone thought that you were worth all of the things that you wanted. You know, my advice for Fellows is like, Yes, this is a fellow's market, but you gotta come in humble, like you can come into these conversations being like, you know, I work on gold, because I just did training for seven years, and everybody's looking for fellows and coming cocky, because it's not that they can give it to you or that you're not worth it is that they're not gonna want to work with you, right? Like, you're recruiting the person that's going to take care of your patients. And at the end of the day, we're all here to take care of patients. So if you don't like the interactions that you have with someone during the interview process from the practice owner side, it's not that they're not the right person for the job clinically, or they don't have the right expertise is a you don't want that partner, you don't want that person taking care of your patients. So it's really important to Yes, advocate for what you want, but come humbled to the conversation. We don't learn everything we need to learn. I mean, I've been at my job for a month and a half. And I'm learning a ton every day from my partners, and I went to a great fellowship program where I had great faculty. So this career is a lifelong process. We need to continue to learn throughout. So come to that conversation humble as to like whether you can get everything to one. The answer's no. Like there's an idea that the practice will have of what they want to offer to you. And you come with an idea of what you want. You know, ideally, you're coming from a place where you're close together, because this is the right job for you. But you might say no, it's really important for me that I'm able to take six weeks off a year, even though your standards for because my family is abroad in Asia in India and I want to take some time to go see them. And the practice has to decide, is that something that we can do in our model, can we make this work for this person we'd really like them otherwise So I'd say, some practices, you're so far apart that, you know, even though they want you and you want them, you just can make that work, someone has to compromise. When you're close together, it's a matter of saying what really matters to me, you're not gonna get everything you want, that is very rare. But you got to figure out what's really important to you and ask for a couple of things. And I think that that can be done in a tasteful matter where you come from a place of compromise and trying to make this work. Or it can be done in a place where you feel like you're negotiating with someone that you don't ever have to see again, and that's the opposite, you're gonna see them every day. So you have to be really thoughtful about how you approach those conversations,


Griffin Jones  20:42

I want to jump back to that process of prioritization, I want to stay for a second on the employer side with a notion that you mentioned of the interview is essentially a sample of the working relationship. If you're not getting along and the interview process, if you can't see eye to eye, then that's going to be indicative of how it would be like to work for work with each other. That is fairly conventional wisdom across hiring. And many of us. Probably the vast majority of us at one point or another in the last two years or so have ignored that conventional wisdom have ignored that. Gut feeling intuition, because of the necessity if you have embryologists that are about to all quit, because the because they're so slammed, and there's one or two in there that that's not a good cultural fit. I don't like having them in the office, it's really hard to fire that person or part ways with them, because it will hurt the others, and it will be really hard to replace them. So many have ignored that wisdom. And and so what is your view on that? To the extent you can speak to it?


Dr. Eduardo Hariton  22:11

In terms of like, what happens when you have a bad apple in? Yeah, yeah. So


Griffin Jones  22:16

you said, Okay, you'd said to the employers, like, if it's not a good fit, just, you know, it's not a good fit. But if almost all of the cohort is coming in, and they're all wanting things that aren't a good fit, and the leverage is so tilted in their favor, and you've got a 10 week waitlist, and or you've got five years to sell your practice or three last, let's say you have two or three years to sell your practice. And you know, you're not going to get that much for it unless you have somebody underneath you or somebody else working alongside you. What about that concept when it's tilted so far against your favor, that it's hard to do the right thing?


Dr. Eduardo Hariton  23:01

Well, I mean, I'd say that's a complex question. You know, if you have someone in your group, that is a bad apple, but you need them for a certain expertise in a market that's really tight. That is a very tough situation. And you have to weigh, you know, is this person bringing down my employee morale, that my overall productivity of the company is suffering, and we that we would be slammed, but I'd rather take his salary and give it to other people and pay overtime. And that's going to make people happier, because they're getting more take home pay, even though they're working lower hours, maybe, maybe it's worth having this bad apple because the system breaks without them. I can't get rid of them, I'll do my best to replace them. So that's a very complex decision. I don't envy the lab directors that are trying to hire embryologist. They are in a similar bind, that sometimes the practice owners are in recruiting areas, because we are growing too fast. And you've had a lot of smart people thinking through solutions on how do we address that gap? How do we increase access? Not our topic today, but I'm sure you and I will talk about it at ASRM over lunch. That being said, on the hiring side, it is challenging to hire someone and you have these things were like yeah, they're not the right fit. But it's the only person that wants to come to my small market in the last two years. And I'm looking at an exit. So from on one hand, yes, that, you know, practice director might say I don't care about the working relationship, or their personality quirks. I need a person and I need them now. But when you think about it from the shallow side and your like, this person really needs you. They don't want to hire you but they will for their own interests. You think our from the fellow side that's not fair to the fellow either, right? You're going to a market so that someone can sell their practice. I bet you they didn't hire you and tell you how I'm gonna exit in two years. You're gonna be you know, your job is gonna completely change. I bet you they said, Hey, this is a partnership track and we are going to give you a great salary and support you and I'll mentor you and you know, I'm there He's still here for like 510 years, which is probably true, at least for five. So, you know, that dynamic plays both ways. And and I think that, yes, the standards might be lower for some people, because they don't have a lot of options. At the same time. You know, it is important for all of those to come to the table and be forthcoming. And, you know, you might not walk away from the person like you did before as a practice owner, but you should really think about and if you need them, you need them. I don't think we're going to solve that one today.


Griffin Jones  25:34

Well, let's talk about some more of that when we talk about how young dogs can get screwed. But let's revisit the prioritization self discovery process, you mentioned that the interview process is a self discovery process, that very often you're finding out what's most important to you by being exposed to others that know how much self discovery should be done early on, I believe that's just, that's inherently true as sales process I learn more every time I have a sales conversation, I learn more every time I interview or hire someone, the more that I have up front, the more sophisticated I can be with that discovery process, the more and the better experience it is for the other person to because it's a better way of assessing fit. And you yourself, when we were friends, when you were going through all this stuff, and you knew what was important to you at a general level. Like I think you learn more along the way of what was possible. But you thought about what you wanted. And then it became more refined as you went through the process. So what what should it be to start with? Is it as simple as writing down the must haves and putting one at the top and trying to clarify them as much as possible?


Dr. Eduardo Hariton  26:57

Yeah, I mean, I think I would say I kind of knew what I want. And I still discovered a lot, but I had a sense of things that mattered to me. And I think that that's important. You know, when I think about them, like you kind of know if you have a location preference or not. And that may make your sense search really broad and not separated at all, you kind of understand the the practice type you want to be and the usual split is academic versus not, although now we have a lot of private EMIC practices, which have academic affiliations, but are still working in the traditional private practice model? And then from there, the list goes on, do you want to be fully clinical? Do you not want to be fully clinical? And you make this list of things? So I kind of wrote those out. And they said, You know, I want how do I want to spend my time? How do I? How do they want my week to go? And, and you craft that vision? And then you look at the options. Like let's say you were someone like me who wanted to be in the San Francisco Bay area, I sketched out all the practices that were out there. I talked to mentors who knew them to get a sense. And then I talked to the people at the practices and said, What's your day? Like, you know, how, you know, how many patients do you see how does it work, etc. And you can go down the line. So yes, you have to have a sense of what you want, because that's going to help guide your conversations. And that might save you some time. Like this is a hard, long process, you get to meet people who are also busy, you take time out of your day. So if there's 10 practices in your market, you automatically can probably discard half of them by just knowing that the model might not be somewhere where you want to work. And they can tell you, you know, intangibly like there are practices that are very set in their ways, because they're part of large systems. You know, someone like me, I like to go and I'd like to see a problem and try to fix it and like talk to my nurse and talk to my practice manager and be like, how about we try this? I think this might be better. How do we flip these things around? I knew that at some of those places, there is no way that that could happen. That's a great, we put it on the agenda for q2 2023. And we'll talk about it then. And that would slowly kill me inside. So I knew that yes, that play, plays well, and does good IVF and has great colleagues. But that was not a right fit for me, in terms of the place that I needed to work. So you, you figure out these things as you go. There's all of the things that through the process of talking to people, I was like, wow, this is really valuable. I didn't even think of that didn't even make my list. But let me go back and ask these other four practices, how they do this thing? Because that's something that's informative, and that's part of the self discovery process. Should you know what you want? Yes, absolutely. So that you know what questions to ask. But I guarantee you that even if you're the most prepared person, you will figure out a couple other things that you care about through the through the process.


Griffin Jones  29:58

That's absolutely right. And especially Sometimes you see the limit to your own imagination. Once you see something else that's possible, we could exactly further develop that thread and talk about potential career paths. I do want to touch on it, but I kinda want to bring them in tangentially, because we have talked them about them in the show, I want to talk, I want to introduce them as they become relevant in the conversation, I want to tilt a little bit more to the direction we touched on 10 minutes ago of how young doctors can sometimes get screwed, because that's what that's what a lot of people are tuning in for. And we talked a little bit about how employers can get screwed. And I do want to talk about that too. But what are the pitfalls that you're seeing that are common when when fellow fellows or other associate Doc's, or even folks in their halfway through their career are running into when they're signing with groups?


Dr. Eduardo Hariton  30:53

Well, I'm no longer a fellow fellow, and Associates now. But I do feel like I'm still in practice, because I spend a ton of time talking to fellows going through this process. And it's one of the parts Yeah,


Griffin Jones  31:04

you're not always fellow you're, yeah, you're the the non creepy Matthew makhana, hey, Rei fellowship, you're always going to be around the high school in a good way.


Dr. Eduardo Hariton  31:17

That's why shave everyday still look young and not out of place. But that's an important question. And I spend a lot of time talking to fellows for that exact reason, because I hate seeing the other side, when they're like, Man, I got to this place. And like, that is not what I felt my contract said, and I didn't realize I was going to be in a satellite in like, you know, the third ring of this major city. So it is really important to do a couple of things. And this is not an exhaustive list. But I think you really need to get to know everybody in your practice. So I joined that seven physician practice. And I am incredibly lucky, because it's exactly what I expected coming in, but I spoke for at least an hour to every single person there. I wanted to know where they're from, how they came, how they were treated throughout a, you know, I spoke to a person who left the practice to understand why did they left? How was that relationship? You know, was there a sour taste, I wanted to know what happened. And you know, it was a positive experience, which made me really reassured, but you want to really spend the time getting to know the people that you work with. And listen, you know, some practices are so large in a given market, that you might not get to talk to everybody, they might not want to talk to you. But if you can only talk to one or two people, and they really keep the other ones at arm's length, that's probably not a good thing. So spend the time especially as you narrow down into your top choice top couple, spend the time getting to know those people, I talked to the nurses because I wanted to see how they felt. I talked to the lab director because I wanted to see what the lab culture was like, You know what that, you know, what's the lab hiring practices going to change my decision? No, but this is someone that's gonna be your go to person to call. So you kind of want to know what that buyer is, like, I like think that that's important. There's this


Griffin Jones  33:08

piece of advice to get to know everyone in the practice come from people running into Well, I I love Dr. Hariton. When and I really got to know Dr. Erickson, but then I found out Dr. Jones is total aihole. Or that the nursing manager has Dr. Hair done in a vise and, and nothing gets done? Because she's the bottom eight are you hearing about these things happen, and that's part of the dissatisfaction?


Dr. Eduardo Hariton  33:39

Well, it's more of like, hey, like the person that they put in front of you, it's either happy or really incentivized to, or you, but you have might have a group of people that's not happy, that feels like their contract, and, you know, they're not gonna come out and like, you know, spill their beans to you. But you can get a sense from a conversation, is this person super satisfied? Are they you know,


Griffin Jones  34:00

exciting times, they will. Sometimes they will sometimes saying like,


Dr. Eduardo Hariton  34:05

but that's what you want. That's exactly what you want. You want the canary to sing before you get into the coal mine. Like, you really want to know what's happening. And then there's imbalance, there's like, everybody's so good. We love working with our doctors, like, you know, they really take the time to teach us they give us independence, or like, yeah, you know, you know, the doctors are nice, we have a couple of things to fix. We're always working on it, you know, we're excited to have some fresh blood, like, you know, it's a different conversation. It doesn't mean you can't go there, but go there with your eyes open. So that's one thing. I think the other thing is compensation, right? We all want to be paid fairly. And it's not all about the money, but that money, the money is a reflection of what you're worth to them and the value that you're bringing to the table. And let's be real, like this market is growing and we need more physicians. So you are very valuable. You might lose money for the practice as first as you ramp up, but over the you know, Multi decade career, you're going to bring a lot of value to this practice. So you need to be paid fairly. And there's multiple compensation models, when there is salary, salary plus bonus, eat what you kill. And more importantly, that changes over time and usually changes to become a partner. I think a big pitfall I see is people going from a high upfront salary, without realizing there's a reason why they're paying you so much. It doesn't mean that, you know, a high salary is a bad thing. But if someone's offering you something that's like 50, or 100%, higher than everybody else you've talked to, there's probably a catch, right people and don't just dole out money for no reason. So understand how you're being paid, understand what your metrics are, understand what you control on your metrics, right? Because if they say, this is what you have to do to get your bonus, but you have no control over that, then you don't control your ability to get your bonus. And that is challenging, and a bad incentive design. And I think more importantly, understand what your career trajectory at that practice looks like, you know, everybody says, you have a partnership track, you know, except if you're in academia, for the most part, most people say, you know, after X time your partner, well, what does it take to get there? Like, I like, I asked practices, like, you know, what are the metrics, and some of them put in in contracts and say, once you hit this revenue, by this time, you know, that you're considered a third partner, so you know, what your goal posts are. And some say, once you get to three years, we consider you for partner, but you don't know what you're shooting for. You don't know if you're doing well. So I think really defining that is important. And even more important that that is, what does being a partner mean, you know, everybody calls it partnership, but are you actually buying into the medical practice? Are you putting money down? You know, are they lending you the money? Are you taking a bank loan or taking it out. But also, some people call it profit sharing a partnership, there is no equity exchange, there's a profit pool that you get to participate in, that is not a partnership, that is profit sharing. And you know, sometimes there's now a lot of like the back companies, a lot of which you've talked to, that have equity in the MSO, or the top organization? How are those shares are located? Are they class A? Are they Class B? What does that mean? Are you actually gonna get it? Are there options that are worth nothing unless a company doubles, or triples in value, and they go in the money? All of these things? You know, I don't feel like even after doing this for years, and trying to understand that I have every little part figured out. And they spend a lot of time on this. So how can you expect someone who has been in a traditional academic career for seven years to get handed a multi page contract and understand that you can't, but as a fellow, you have to spend the time and you have to spend the money understanding with a lawyer what these contracts mean, and you might have nothing to do to change it. And it might be a great structure. I'm not saying one way is better than the other, although I did vote with my feet. But I think it's if you don't understand what you're signing, then that's a real setup to being screwed. And then the last thing is, understand your clinical practice, understand? Are you going to work in the satellite? Or are you going to work with people in the main campus? What does your schedule look like? Do you have control? If your kid needs to be picked up for school at 3pm? On Wednesdays, can you actually make that decision to make that, because you don't want to figure out what the bounds of your schedule are? When you show up the first day, that's a setup for failure, you want to ask and say, Listen, I don't need this every day. None of these things are non negotiable for me. But I want to understand, can I start at seven, so I can be done at three, or mindset for a number of hours like getting you actually Lilly put me in a satellite that wasn't even built when I started two years ago, because you might not want to drive an hour here, there. We put that in writing. So if you don't want to drive an hour, just say I want to be working at the main campus. And you know, there could be a ton more. That's why I spend time talking to fellows. But there are a lot of ways and the best thing you can do is equip yourself with the right questions. So as I have a list that I circulated that I made for myself, and then I send it out to the fellow so happy to share it around. I'm sure it's floating somewhere. But you really got to ask the questions and spend the time.


Griffin Jones  39:30

One thing that you can think about when you're looking at which practice to go to to judge how forward thinking they are, how state of the art they are, how embracing they are of the new technology to improve patient relations to improve workflow for staff is are they using engaged me I wish I could remember who first said that to me was the younger doc when they were talking about what type of practice they were looking for and what other people should look for. Everybody can say that They're forward thinking. But what's the evidence and one great piece of evidence is using engaged MB when half the practices in the United States and Canada are using engaged MD. It's something that dramatically improves workflow for staff, especially nurses, but also providers and other staff, it helps improve the quality of informed consent, it improves patient relations, because it puts the experience on their time in a cadence that allows them to be informed and then use their time with providers and staff and nurses to be personalized, personalized, individualized care for them engaged md.com/griffin We'll get you a free workflow assessment. Should you be using engaged MD as a means of flexing to attract Doc's it'll help, but it's really going to help your patients and your staff go to engage them d.com/griffin. Now back to enjoying this episode with Dr. Eduardo Hariton, we've got a ton of meat here. So I want to go through it surgically. And I want to start with something that you said about salary, how often people get big eyes when they see a salary number, and maybe they're leaving something on the table of for equity, for example. I want to talk about what the things that you think that they're leaving on the table for salary? Is it just equity that they're leaving on the table? When they when they see big salary numbers? What else do you think they're overlooking,


Dr. Eduardo Hariton  41:40

they're probably overlooking controls. Because like with equity comes saying the decision making and some degree of control. So it doesn't mean that you can be a practice, like, if you're in a market that is hard to recruit, you might need to put out a pretty big salary. And you might still have a true partnership track. So I'm not saying that if you have a high number, the rest of the salary, the rest of the experience, or the practice is gonna be negative. Sometimes it's not. But you gotta really, you know, open that second eye and really look deep. And understand if that's the case, you could if you have a high salary, what does that mean? Do you mean, you have a high base and not a ton of productivity incentives? Is that a long term sustainable model for the practice? are, you know, are your partners working really hard anyways? And are they paid in the same way? Or do you have a high salary, but it's, you know, a very low base, and the rest is incentives, right. So if it's production incentives, you're getting paid up to this high salary based on the number of retrievals, you do. And then you look at your contract, and you look at the volume that they're doing. And you say, Wait, in order to get to the highest salary, I have to do the same number of retrievals, as the top producing doctor in this practice, who has been here for 17 years, that's gonna be hard to do in your first couple years, right? So don't you know, the numbers are six figures and look impressive, when you've been making, you know, a fifth of that, but you really got to understand like, how is that money going to flow through you? And do you really have the ability to get there? And I will tell you sometimes, yes. And a lot of times no, like, these contracts are written in a way that they look exciting. But when, when push comes to shove, you know, you can, you know, their most productive fellow out of practice will never meet the numbers that they need to get to there. So it's important to understand that, well,


Griffin Jones  43:33

let's talk about equity and control, starting with equity and understanding a little bit of different kinds of equity. So you have a lot of people reaching out to you. So President, I have a lot of young doctors, bye, bye. Eight or 12 times a year, I have young doctors reaching out asking me about what they should do. And I do the advisory for free, because unless they're unless they're thinking of starting a practice and like they have plans to start a practice, I'll charge them a little bit for a consulting engagement. But the reason why I do it for free is because they have just enough knowledge for it to be valuable for both of us to have the conversation, but not enough to be able to tell them what to do they, they like me because I get to talk to so many people and I don't have a dog and fight. I don't work for practice or anything. But there's still a lot that I don't know. So in many cases, I can just tell them, what I see. And something that I'm seeing recently that I don't know how to say I can't categorically say which is better. Maybe one isn't universally better than the other but there's parent there's equity in the practice itself, the established business in most cases, or there's equity in the parent company. Sometimes there's both I can see pros and cons to each of those. The the if it's equity in the locally owned practice, then there's that's the established business. That's the one that's already made money that's probably going to continue to be there. Whether they're under different ownership in the future or not, I can see pros to the parent company and that they're growing. That's the one that the PE firm hopes to flip for a lot more. And you can increase that multiple by acquiring more practices and making the network bigger. But you could also go bottom up like Integra med. And so what do you see as the pros? And is do you think one is generally better? Or worse for equity in practice versus equity and parent company?


Dr. Eduardo Hariton  45:34

I would say that, you know, after spending some time they said, say, you can't answer that question with looking at the specific company. Because the way that the structures work has gotten incredibly complex in terms of how they're issued, how the transaction happens. So saying, broadly, you can say yes, you are incentivized with the investor. In the same way, if you have equity at the parent company, and you can say, you have a little bit more control over how much your individual practice produces, because you're working there. But you might not benefit of what the other markets are doing, if they're doing really well. One might be more risky, one might be less. But the reality is, you can answer that question unless you're comparing, like one deal at one structure at one company versus the other. Because the way that they're issued to you whether you have to buy them, whether they're options, whether they have, you know, some sort of strike price, the tax implications, sometimes you get granted equity, and you have to pay the tax bill when you're granted the equity, but you have no cash to pay the tax bill with. So all of these things are difficult to you know, talk about in you know, kind of broad terms, because they are so different. And you have to really understand the the nitpicky parts of each, I would say, I find, at least for me, it was important to be able to share in the value of what I helped build. And I work very hard. And I love what I do every day, I love what I do. So I want to make sure that I say work hard and keep growing and hopefully add value clinically to my practice and add value to my network in terms of my other roles, I am able to share in in that and that profit. So you you I don't want to give advice of what model is better, because it truly depends on the individual situation with the employer that you're looking at. But I do think it's important for you to understand how and when that value might come. And also know what kind of incentives does the value that you're getting, provide not only for you as an individual, but for everybody else around you. Because if you are incentivized only for an Exit Multiple, that's going to drive a much different behavior in your partners and the people around you than if you're incentivized on a clinical production site or whatever else it might be. And, and you have to be really thoughtful about what what culture that builds.


Griffin Jones  48:17

So did you focus more on the parent company or the practice as you are having the attitude of I want to be I want to have a piece of what I'm helping to build,


Dr. Eduardo Hariton  48:27

I wanted to focus on a model that would allow me to have a partnership that over time became equal to the people I worked with. And I didn't really care if it was one or the other. Ideally, it's both right. So you have partnership in your local level, and then you have partnership in the parent company. Because it's truly well aligned. I think the other part that was important to me was that he was completely transparent. What that was like that it was, you know, I know exactly where I need to be in three years, how much I need to produce, I know. And I know what that means for me. So over time, every three months, I plan to truly track Am I on track to get there? You know, what am I doing better? Let me sit in the console with a cup of my amazing partners and see, what is it that they do differently than me because they're converting better, or they're patients like, stick with them. And I think that's the whole culture of learning. That's also why I joined a network because I also don't think my practice I love it. We are not the best at everything. But someone down the street on the other side, like we are part of us fertility, someone on the other side of the country might be doing something better than us. Let's fly there. Let's check out that lab. Let's check out that marketing department. Let's share best practices. And I think that that was part of the value of of having a bit network is that we can learn from each other. I think another thing that I didn't mention that I find important is not all practices are the same and not all practices are going to be our around in the way that they are in the future. So you have to really, and this is a hard thing to do evaluate whether you think your practice is going to do well in the market, right? Whether it's part of like a large multinational network, US based network, you know, geographic behemoth, as solo practitioner and academic center, like you are coming in to spend a lot of time and effort to come into a market and in a lot of markets, you're tight because you have a noncompete. Is your practice gonna succeed in that market? Are they well points for long term success? And what does that mean that from you join in the rocket ship at this point where they're already here? Those are hard questions to ask. But important because you don't want to join a failing practice as their lifeboat, you do not want to be the lifeboat of the sinking Titanic, like you want to jump on to a rocket ship, or at least something that has a good trajectory. And you have to figure out what that is.


Griffin Jones  50:57

There were a lot of people on lifeboats in the Integra med situation that they wish that there were a lot of people that went other places after that, that happened. Not at every practice, of course, it's different, but that the lifeboats happened a lot. And I do want to talk about the type of control that's necessary to achieve the outcomes that are specified should be specified for sponsorship, I want to say a, for a second on the equity of, of parent companies and versus salary versus practice, because I looked at an agreement recently, that the salary was high man, and the and the the signing bonus was high and it could have been taken in could have been taken as equity could have been taken as, as cash, it was gonna be more if it was equity, and less if it was cash. And so that was a that was a scenario of both both like the the equity signing was high and the salary was high. It's, I've found that the networks that are overpaying the most both for practices in terms of multiple, and for Docs, are the new ones on the block, that they just got that, that huge money from the PE firm, they just found a practice to buy, and they're putting the networks together. And of course, there's been several of those in the last year and a half. So when I'm looking at this agreement, and I'm trying to advise these, I can only tell I can't tell them what to do, I can only tell them, what I'm seeing is that, yes, it would ultimately be more valuable to take the equity. But what do we know about these guys? Like they just came in from Wall Street got a couple docs together? And, you know, it's like to even know the chief medical officer is yeah, do they even have their flagship center purchased yet? And they're like everybody else are gonna be putting all of this stuff together as they're flying the airplane. And so it was hard for me to say what was more valuable, the cash or the equity? Because what if there is a 40% drop in the market? What if the Fed does have to raise interest rates to 10%? There's no more free money. And some of these people have to cash out for their limited partners, and it just goes belly up, like, what do you see?


Dr. Eduardo Hariton  53:38

I think it depends on the network. Right? It's a hard question. I don't know. I'm talking about one of


Griffin Jones  53:42

them. Like, it's not a specific one. But it's a but it's somebody that's come around in the last year and a half, let's say, and we're not singling anybody out. Because there's multiple yeah, there's enough. Yeah. And there's gonna be yeah, by the end of this episode, there's gonna be five more so. So like, it's one of the new ones. They're just get people to gather, whether they've come out in the last two years, or in the coming two years. So it doesn't even have to be somebody now, but they they're clearly building the airplane as they're flying it is, is is the equity still worth more than the cash with all those unknowns?


Dr. Eduardo Hariton  54:22

You will know the equity is gonna be discounted discussion, head is always king. But if you want some upside and meaningful upside into the future, you should take that equity. So this is how I don't know the answer to that. But this is how I would evaluate a decision. I went to lunch for two and a half hours with the managing director of the PE firm before I joined because I wanted to understand their goals. I want to understand who they were, where they were coming from, what was their vision, how do they see physician autonomy? Like how how do they partner like people, you know, just


Griffin Jones  54:50

want to be clear for the listening audience. While you're not talking about Mark Segal, the CEO of us fertility just stepped down. You're talking about the managing director of have you on Capitol?


Dr. Eduardo Hariton  55:01

Yes, J rose went to LA. I mean, I was lucky, we live in the Bay Area 30 miles from each other. It was important for me. And I'm not saying everybody has to do this. But this is a way to approach it. We went to lunch. And he asked me questions about myself and my vision about the future. And it seemed questions about himself and his vision about the future. And you want to make sure that you're joining a network that sees the future fertility in the way that you do. And the network that where they are willing to make investments behind things that might pay off during their holding period. And some that might not, but are important to the success of the business or at least are important to you. You want to understand how they see physician autonomy, what are the things that they think we should centralize? What are the things that should say at the practice level? It's kind of the US, you know, there's states and there's the federal government, and there's decision making that needs to be outlined. And you know, in our network, physicians have a lot of autonomy, because they are still owners, and they are still on the board. So these are the kinds of things that you can do. I think the other way to do it is that that private equity networks, those networks that are growing fresh with cash just off the boat, they have managed to convince physicians that they have the right vision. So you're joining a medical group of ARIA eyes that was already convinced for the vision. So you can ask your partners and say, What was it about private equity X or Y or Z? I mean, I'm sure you had five offers, why did you pick this one? What is their vision? What do you hope will change over the next five years, private equity gets a bad rap, some of it deserves some of it not. But all not not all of them are alike. And they're actually very different in their strategy and approach to entering our field. Some of it is a traditional rollout calling cards growing, you know, margins, EBITDA, and selling, some of them are thinking of doing different things. And the value that they hope to bring to the table is different. And I tell this to fellows, and it's something that I think about myself, the lifespan of investment for these companies is three to seven years plus minus a few, right? So we recruit two years ahead of time, sometimes longer, there is a good chance that the person who is partnering with your network, by the time that you're illegible for partnership will be different, there's nothing we can do about that there's no fellow that can negotiate that, oh, I want to say in this exit, that just doesn't exist, right? It's an investment, it might happen. So you really gotta trust the vision of the network. And you have to trust the vision of your partners, because they make that bed with a lot more at stake than we do when you're joining a job. You know, this is their baby, their practice. And they chose to partner with this group. And they bought into the vision knowing that that vision is going to change, you can choose your second wife before you choose your first one. But you really got to be comfortable with the attributes that you care about. Hopefully, you'll make the decision. And you're going to have less control about the second one that the first, but you really gotta believe that both the private equity company and the network of physicians are aligned in what that looks like. And unfortunately, in some cases, they need Him because that's the way it works. And in some cases, they don't need to be aligned at all. So it's a leap of faith. And that's why I think it's the most important thing to me, is, am I working with partners that I trust and respect because at the end of the day, 90 plus percent of your interaction will be with the people around you at your clinic, not with everything else, and you just need to be comfortable with that.


Griffin Jones  58:42

Fair enough that they won't have a say in the exit. But should younger Doc's be looking to have a no assignment clause in their contracts. And if they do go for that, is that something that the that the other party, the network, or the practice would, would would stomach in a negotiation? So a lot of people don't even know what an assignment clause is, meaning if there's no assignment, if I can't sell the contract, or the contract doesn't transfer if I sell the business, but in an assignment clause, one party can have assignment and the other cannot, they can both have assignment. You wouldn't really be able to sign your contracts some other doctor because that wouldn't work with it. But can you ever notice Yeah, no, I work as a doc that says if you sell my contract does not go to the I don't know if that's something that I


Dr. Eduardo Hariton  59:39

think that's really challenging though, because, you know, you have to understand like yes, you have leverage and you're coming out and you're in demand, but the practice invest a lot in getting you to play right, right. They they build a team for you. They lose money for on you for about a year it takes a while to get ramped up, your new patient visits will trickle through. They get to me so it's up They get investment for the practice. And so I don't think it's fair to say to a practice, like, yes, our investor change, you know, all of our partners are still here, everything is still the same. We haven't changed anything of the goalposts that we gave you. But now you can walk away with, you know, and void your noncompete and go to our competitor, when we build you up for two years, because they now have a ton of cash and when, you know, incentivize you, I think that's unfair to the practices in some regard. So if you can negotiate it more power to you, but I think realistically, you know, no, that diminishes the value of the whole network. Because if you have, you know, 20% of your physicians or 30% of our associates, and the moment you sell all 30%, can walk out the door with no ramifications, the person buying is not going to want to pay for that. And that's going to take a hit. So, you know, I don't see that as a super viable model long term. But at an individual level, if you're a felon, you can negotiate that. And that's how you feel protected that your family's in Houston, you're wondering, you're stoned, no matter what you want to stay. So you need that safety. Maybe, maybe that's something you can do. That's why every contract is different. And you need an attorney to walk you through what those means. But I think at a broad level, that's probably not something that's going to work for most.


Griffin Jones  1:01:19

It's also different from a non compete. So okay, so that's generally probably not in the interest of the employer. That's how the employer could get screwed. Let's talk a bit more about the type of control that you need for Revit. Well, actually, let's first specify the market. So you said, you know exactly what you need to do to hit partnership. And this is what over two years or three years? Three years? And you're reviewing it quarterly? What are you reviewing quarterly? Is it IVF? cycles? Is it billing in dollars? Is it number of patients,


Dr. Eduardo Hariton  1:01:55

everything like I you want to practice subtracts those, all of those things, because those are all important. I want to know how many new patients I So how many of them converted? What dollar amount, those lead to how many cycles I'm doing, and knowing that this is where I need to be, like, Am I on track? Like, you know, if I keep going at the same trajectory? Am I gonna hit that? What do I need to do? You know, if my conversion rate is not what I would like it to be, I can work on my conversion rate, or I can add more new patients. So maybe I just need to work a little harder there. There's no right answer there. But you need to know what you need to hit to make it to where you want to be. And, you know, this is a separate question. But I talked to a lot of practices that don't track anything, they don't track productivity, they don't have a dashboard to see what people are doing. Some people don't even track the lab on a weekly basis, they track the lab on a monthly or quarterly basis. That to me seems


Griffin Jones  1:02:51

the bridge makes them. Yeah, there's a lot of people that don't


Dr. Eduardo Hariton  1:02:54

listen, you cannot improve what you don't measure, I'm gonna save it again. Because it's really important, you cannot improve what you don't measure. So it's really important to go to a place that knows how to measure, you will not know if if things go south, and you can pinpoint the problem, because you did not establish the systems that you needed to understand what has changed, it's going to be a fire, like you're really need to measure. And it doesn't mean you know, people are moving that direction. This is all like CEOs breathe. And I think that's part of the value of these networks. professional management does this across healthcare, and they're bringing it to fertility to some degree. Sometimes it doesn't feel good because you you're not doing so well. It's uncomfortable to be measured. And it's especially uncomfortable to sometimes measure against other people, we are uncomfortable with that. But that is the only way we're going to improve. So me as an individual, I want to be measured, I want to know what I'm good at. I want to know what I'm bad at. I want to know who's good at what I'm bad at. And I want to go spend time with that person to get better. And when you leave that ego at the door and say these metrics are not meant to put you down or single you out. They're meant to bring you up to standard and make you better. And by that, you know, racing tides. What's the saying like racing tides, you know, make all boats go out for boats are lifted in a rising tide? Yeah, this is the lighting way of the thing that code, everybody will go out before measuring. So I found that that was another thing I didn't really think about when I was going through but as I saw, I thought everybody measured because where I trained, we had a methodical lead director that was good at measuring. So, you know, is it important? I didn't think so. But now absolutely through the process. I found that out. And it is really important.


Griffin Jones  1:04:48

Are all of those things in your employment agreement as the criteria for partnership track that the if it this much in volume is are those things special? To find in your employment agreement as a clause of for partnership track.


Dr. Eduardo Hariton  1:05:04

Yeah, I mean, they're, they're specified as like, once you get to X percentage of what your partners are doing. So it's not a static goal, because things change, right? Like, it doesn't mean that like, you know, that you have to hit this number, which might be meaningless in three to five years, like you signed this contract two years before starting, it's a three year partnership drag somebody places is three to five, so you don't know what they got, you know, but you know, it should be relative to what your partners are doing, because you're gonna become one of them, right? So I know that I need to hit X amount of what my partner started doing by a given time, and they'll know what they're doing, and they know what I'm doing. And they know what I need to do to get


Griffin Jones  1:05:42

there also alliance partners interests


Dr. Eduardo Hariton  1:05:45

100%. And then the other thing is, there are some times in bad economies where your base salary might be higher than what your partner started taking home. Like, you know, being an associate or being an employee is not all bad, you might not have the upside. But you also don't have the downside, guys, like, you know, if there's a bad economy, if we get a big hit your base salary comes home every day, some people like that, like, you know, partnership is not for everybody, some people want to come in come out, not worry about hiring, the worry about firing, not have the downside of a lab failure, they just check in and check out and that's okay. So there are situations where your nice cushy, associate salary might be good enough. And your partners might be taking from less than a month, you don't want to enter into that partnership at that time, because you're going to pay to take a pay cut. And that's something that you want to understand and your partners are going to want to do. And my partner said, there are situations where that might happen, we would never make your partner to have you take a pay cut. And that is a nice thing to do. So really understanding where to go and where you are is super important. And I cannot stress that enough. And if no one can give you an answer, and it's just we're just talking about it when we're three years, that seems suspect. And that's when I say talk to the people who stay talk to the people who left and get get out of their experiences, you will learn a ton from doing that.


Griffin Jones  1:07:14

There's way too much of that that happens in sales. We call it mutual mystification. It's the reason why I ended up making my sales process so rigorous sometimes over the top, but I made it really rigorous because it just that was how practices wanted to engage. They're like, Oh, yeah, you know, we'll just kind of do this. You're the guy in the red pants in the haircut. And I said, No, we have to have measurements, we have to agree that this is what's going to be required to achieve the measurements. And I want to talk about that with you the outcomes because you talked about the relationship of control to those KPIs that are necessary for partnership, I'm gonna write a book someday wardo called delegate to outcome, because I'm really figuring this out. And by the way, I have not mastered it. The reason why I am going to master it is because I've sucked so bad at it at times in my career, because it's simply not as easy as saying delegate to outcome. There's variables that affect the outcome, there's specificity, and, and, and just there's expectations. So one of these days, I'm really going to be able to I'm like, halfway there. I've I've improved so much in the last three months, because there have been people that I micromanage that never should have been micromanage. And people that I didn't fire that I should have fired in short order. And I'm figuring those things out. But when you have the outcomes they need to be they need to be specific. That's it's on the the person who's who's proposing it to say, okay, these are the outcomes that we need in exchange for this. And then what I do when I'm hiring people, as I spell out, here's what I have for you to achieve the outcomes, here's what I don't have for you to achieve the outcomes. So when we're talking about hitting IVF volumes, when we're talking about hitting certain patient numbers, we're talking about hitting a certain amount of billing and doing a certain percentage that other partners are doing, what are the factors that we have to have in our control in order to be able to achieve them?


Dr. Eduardo Hariton  1:09:21

Well, you want to make sure that you know sometimes you don't have them in your control in a way in what he says like, you want to be able to see if they pay you a new patient visit you know, can you add slots, right? Like, you know, how are they filled? Who's your marketing ended? Are you going to practices are they investing in you filling your slots? What how long is the waitlist, like if the senior partner has a two week waitlist and everybody else can feed a patient the next day or two, it's gonna be hard to get your feet you know, patient slots filled out type of thing, etc. Same thing with IVF cycles like what are the benchmarks that you need to hit to get your at risk compensation or your bonus time? sensation, and then is everybody else hitting them are all the partners hitting them, if the partners are not hitting the numbers that you need to start getting your bonus, you're probably not going to hit them. So that is that is the kind of thing you know, if you cannot near patients basics, and you can get a, you know, a controller the right way. But if you can add and work harder there to get your bonus compensations, which I would say, in most cases, you can, because they want you to work hard, they want to get the bonus, because if you're getting the bonus, it means that they are also getting some upside, right. But if there's no way to get there, and it's just a number on a page to get you to sign the contract. That's not good. So that's what I meant about kind of those control control scenarios. It's like, is it feasible to get to where they say you can get, and it's not always obvious, and you have to push and see whether everybody else got there. I also think another nice thing that I didn't mention before now that I think about it is the value of talking to people that have been through there. And I asked all the practices, like how many people have joined in the last 10 years? Where are they? How many of them are still around? What percentage of people that join as an associate become partner? You know, the best way to predict history is to learn history, right? You know, you want to see what happens to people, yes, talk to them. But if 95% of people become part there, you should feel pretty good. That's not a group of partners that are in the business of screwing people over. If 25% of people become partners, this is like an investment banking firm like it's a steep pyramid, only few are going to make it so if you're looking for your forever job, you got a one in four chance of making it to partner who knows after that, so that history is also important. There are related to control, but I wanted to drop that in.


Griffin Jones  1:11:57

Yeah, but those are really actionable things that people should be looking because I always tell people to look for the KPIs you did a good job of, of hitting on some of those things are necessary in order to be able to achieve the KPIs. What about outside of measurable KPIs like, especially with independent practices, they have to split business responsibilities among the partners. So sometimes this partner is responsible for marketing, this partner is responsible for HR, this partner is responsible for keeping the p&l this this partner is responsible for if they've they do building, if they acquire by billing. Are there other other other responsibilities that are necessary for partnerships in your agreement that aren't KPIs like that?


Dr. Eduardo Hariton  1:12:48

I mean, the other responsibilities like be part of a team. I mean, the reality is, is you will never find an agreement that forces the practice to make your partner at a given point. So, you know, I could you know, Bill more than all my partners, if I'm not a team player, if the nurses hate me, if they don't want to work with me, they have no obligation to make me a partner. And I would never expect that, like, you know, you don't marry without dating, you want to get to know someone, and some people are not the right fit. They might be nice doctors, they might be crushing productivity. But there is something about bringing you into a partnership that you need to share that ether. So yes, no one, you cannot force someone at the time of signing the contract to say if you do this, you will come a partner. Because there's a lot in between culture wise and you need to fit in there. Can that screw you? Yes, practice might say, I did everything I could I thought I was part of the thing. You always give me good feedback, year five came you're gonna sell tomorrow, you didn't make me a partner when I thought you would. Yes, and this is why the track record is really important. This is why you really want to know who you're getting in bed with an A, becoming a an associate for because they will take care of you most likely, like they took care of everybody else, you know, you feel special, you are just as special as every other area that have joined them. So really pay attention to that. But for the most part, they they can decide at the time when you get there, whether it's the right fit or not, hopefully, in the three to five years where you're an associate that will become clear so that someone doesn't string you along. If it's not the right fit. I think that's usually the case either you don't want to be there or they don't want you to be there and you part ways, but it is always up to the partners whether to make your partner or not. And I think that is the the right way because they they're bringing you into their family for long term. And they want to make sure that you're the right person for that.


Griffin Jones  1:14:46

See this. This is the light bulb going off over my head because you said that it's a place where fellows could get screwed because you can't you can't have something that's that wouldn't be in the interest of the practice to do They, that you, you are going to be a partner just because of these things. But I can think of a middle ground. And that would be a non compete, that if I hit these numbers, I'm out of my non compete the entire argument against a non compete is we invest all this money, but it's like, okay, even if we're not a good fit for partner after the fact, if I hit these numbers, my non compete doesn't stand anymore, because I've made, I've made my money for you, you see that as a potential middle ground?


Dr. Eduardo Hariton  1:15:28

You know, I've learned with talking to enough business people that I'm not an attorney, I don't know enough about these non competes. But what I will


Griffin Jones  1:15:35

say in some states are enforced in some states are not in California, you can enforce them in Texas, you can you very often, you can you certainly most places you


Dr. Eduardo Hariton  1:15:44

do have it. What I would say is like, if you are worried, like if you are joining a practice, they have a really bad track record, but they really have you and you're worried, I don't know that getting to a certain number is the right way to get out of a non compete, because they knew are very valuable in that market. But you could say something like, if you don't hit this by a given, if you hit this way, given time, and you've been this for this long, and XYZ and you're eligible for partnership, and the partners decide not to grant you that option, then you could explore having something that lets you add to your non compete, so that you don't get scared in that way. You know, again, why not go to a place that allows you to, to really feel comfortable, like, you know, it sucks to go into a job where you're like thinking every day that am I gonna get screwed at year 5am, I not gonna get screwed at year five XYZ, I hope that that's not the place that you're going to. So hopefully you join somewhere we say I trust these people, they're gonna do right by me. And over time without being worried and not get screwed on the backend.


Griffin Jones  1:16:51

Let's talk about class A's and Class B shares before you go because a lot of people don't even know what they are. So what should people be looking for? Look


Dr. Eduardo Hariton  1:17:01

with an attorney is the best advice I get, you know, Class A shares might have more control, so they have more votes. So this is a way where you know what happens with Facebook, Mark Zuckerberg controls Facebook, because he even though he doesn't own most of the company, he has like control. So not immediately obvious, you're getting shares, it's really important to understand shares of what and what you're getting. So you gotta look with them during the you got to understand that doesn't mean that there's a wrong structure if someone else has control, but at least you go in and understand what that looks like. Another thing that I talked to fellows, they're like, they gave me 500,000 shares, like, that must be amazing. I was like, 500,000, out of 10,500,000 out of 1 billion, like shares mean, nothing shares mean a part of something else, you need to understand the denominator to understand the value, you need to understand the price of the shares. And you need to understand the plan, and what you have those shares with go to. So all of these questions. This is why build fertility plane, because you don't know what questions to ask until you ask them until you learn until you see. So I hope to empower fellows with the ability to understand all of the ways in which they can get screwed all of the questions that they might need to ask, and you're not gonna be able to, like answer them yourself, you're not gonna be able to answer all of them. But my hope is that you're able to answer the majority of them use look at your blind spots, you get help. And I'm happy to talk to everybody, I do it for free I make, you know, it's, it's something that I enjoy. I do it while I drive. Hopefully it helps some people, it makes me a talk to the next generation and feel young and like a millennial, I guess they're forever fellow. I like that. But I hope it adds value. And I hope it helps people get their dream job. And I hope it helps people not get screwed. And some of them come work with their network, and it makes me happy. And some of them go work for our competitors. And that's a great job for them. And it also makes me happy. Like I have great relationships with some people at the other networks at solo practices. And now help a fellow get any job that they want. That helps them realize their career. Because this is a small field, we're all going to work together, we're all gonna see each other at conferences. And it's not about you know, I want my network to do well, but I want my field to well, and I want the areas that work so hard and got there to have a meaningful career at a place that values them. So that's why I love doing this because I truly think that it's not all about the money. It's about what you do day in and day out and you're gonna bring a nice paycheck to your kids and you don't want to get screwed in a big transaction. But ultimately, it's about getting the setup where you can be happy take care of patients and feel valued both in the environment around you and the financial rewards of your work.


Griffin Jones  1:19:50

That's a good place to conclude I've got to hit up some more of your content. I got to hit up Investopedia a little bit for just going back to basics. For a little bit, you were smart enough to have my assistant extend this time, because you knew we could go over because I can always go over with you. I could I could talk to you for another hour and a half and it would be valuable for the audience. So next time, I will be smart enough to schedule more time at a time, and I will have you back on because people will absolutely love to hear more from you. Where can people find you?


Dr. Eduardo Hariton  1:20:29

So you can Yeah, me. Everybody usually gets my fertility explained emails, you can email me@hariton.md at gmail, you can find me on Instagram, you can find me at SRM. You can email grief, and He'll put you in touch. I'm happy to chat. If it's helpful. I'm happy to send you resources. We do have a lot of our webinars taped. And I do always recommend people just spend a couple hours go through them in the car, when you're home when you're doing this is just listen, listen to the questions, listen to how all of these people in employment, etc. Think about their contracts. And if you want to chat, I'm happy to ultimately, you know, you are in a great field. You know, I've been in practice for a month and a half. So I say this humbly, like we picked a good field not only because what we get to do as doctors is incredibly satisfying, but we happen to be at a time where our field is growing. So hopefully you have a place where you can take care of your family, pursue your career vision, take care of patients and also be meaningfully rewarded for the growth that you help create and the families that you help build.


Griffin Jones  1:21:39

My good friend, Dr. Eduardo Harrison, thank you very much for coming back on inside reproductive health.


Dr. Eduardo Hariton  1:21:44

My pleasure, Griff. Thanks for having me. I look forward to seeing you. In a few weeks.


1:21:49

You You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health




Revisiting Improving Patient Experience by Building An Empowered Team, An Interview With Dr. Peter Klatsky

There’s a challenge in finding the balance between keeping both your staff and patients happy. On this episode of Inside Reproductive Health, originally aired in 2020, Griffin gets Dr. Peter Klatsky’s take on managing everyone’s satisfaction while providing a new standard of care. Working with his partners at Spring Fertility in California, their goal is to provide their patients a level of service that isn’t seen anywhere else, all while keeping their employees happy and in for the long haul. 

Learn more about Dr. Klatsky and Spring Fertility by visiting www.springfertility.com/

Read about the work done by Mama Rescue and support their vision by visiting www.mamarescue.org/

To get started on a marketing plan for your company, complete the Goal and Competitive Diagnostic at FertilityBridge.com.

Other episodes mentioned in Episode 54:

Ep. 50, Dr. Pietro Bortoletto

Ep. 54, TJ Farnsworth


Transcript


Dr. Klatsky  00:04

I've learned that not every single patient is going to have to have perfect experience. And our commitment is when we have a patient who had an experience that didn't live up to our goals that we listen and react immediately and try to improve our system.


Griffin Jones  00:18

Here's another flashback episode for you tell me if you do, or if you don't like these flashback episodes, email me, text me, many of you thought that they're a good idea. I always hated them, watching them on sitcoms, as a kid couldn't stand when they did that. So you tell me, if you liked them, I think it's useful to go back and see the growth that some of these folks have done. And for those of you starting your career, growing your practice, calling on some of these practices, it can be useful to go back and listen, I had Dr. Peter Klasky, on in the winter of 2020. Anything big happened since then. And we talked about the growth of spring fertility. And at that time, there was a handful of practices that were on the up growing fast and new practices, I should say a lot of established practices were still growing. And many networks were forming to buy practices, there really only handful of groups starting at that time, kind of it made it may have not even had a brick and mortar that time. I don't remember, there was spring and there was bias. And and then you know, maybe a couple others in different senses. But if like these brand new practices that were moving real fast, then of course we know Vioxx was acquired by combat even know that kind body went on to raise a lot more money and make an acquisition, like viruses grow to a number of different marketplaces. Spring fertility also has grown quite a bit in that time and time. When I spoke with Dr. Klasky. There, he was just they were just in San Francisco in the Bay Area, at least. And I don't know how many providers a day at that time, but I think it was Dr. Klasky, Dr. Trim and a few others. Now they're 1314 physicians are 1314 rei physicians, and a number of advanced practice providers. They're in different marketplaces that include scheme self was practicing in the Bay Area at that time that was back in New York, that are in Canada now with an acquisition of Genesis Fertility Center in Vancouver. And so this has been tremendous growth. And and it's from one of these brands that was meant to be one of the new exciting practices, one of the new exciting ways of opening up a practice. So you decided is spring fertility, done it the way they said they were going to do I think model for others going forward? Are they a new contender they they now part of the establishment? Are others going to do what they do love to hear your thoughts about spring fertility student group based on this old episode with Dr. Klasky, from January of 2020. Enjoy. So I want to talk about what that means to the standard of care not seen anywhere. But I want to talk about what that vision for spring fertility is because there's a pretty common trajectory for a lot of people to either join up with an existing group or to maybe start their own, which is less common because it's harder to start one's own group. Now you've done it with a pretty impressive speed and starting to be scale. So what was it that made you want to do that in the first place? What was the void in the marketplace that you thought? This is what I could add to it?


Dr. Klatsky  03:46

Well, you know, I think it starts with seeing an opportunity to practice medicine the way I always dreamed. And I felt that it for a variety of reasons in this places that I was I wasn't able to practice the kind of medicine that I wanted to practice. I was fortunate enough to have a best friend from residency, who I went through fellowship with and that was Dr. Nam Tran. He was practicing at UCSF, I was practicing in Albert Einstein College of Medicine. And we both had wonderful academic medical careers. But when it came to the practice of seeing patients and the way in which we wanted to deliver care for a variety of reasons, we weren't able to practice the way we wanted to in a larger academic center. We then also noted that most of the major innovations in our field had come from the private sector. And so they had come from people came before us who we were fortunate enough to follow people like Bill Schoolcraft and CCRM, where he worked with one of our partners. Now Dr. Devin haras, who's brilliant and amazing people like Richard Scott who really really innovated people like on at Cobo and our colleagues over in Spain and So nominate woke up. And we said, Gosh, the really big game changing innovations in our field seem to have come not through NIH funding, which is near to absent in our field, or at least in the IVF component of our field. But we're coming from from the terrific world class private Fertility Centers that invested their own money and time to research and develop. So there was a combination of one, we could leave academic medicine, and still do provide the cutting edge care and actually provide it in an even more cutting edge and even more rapid way we could control the kind of research that we wanted to, and try to push the field forward one and then two, from a patient experience standpoint, there were so many areas where we felt like we wouldn't have been, we were not able to serve patients the way we would have wanted to be cared for if we were the patient. And so we may add to that, that I'm having this conversation with my best friend, who we happen to be on different sides of the country. But we blue sky, what would it be like if we had our own practice, we could do it the way we wanted to do it? And what would that vision look like? And then we were fortunate enough to have two other close friends who happened to be the best embryologist on the West Coast, who also shared our vision. And they wanted to push the field forward. And, you know, in their words, they felt like they were what they were wonderful institutions, but felt that if they had stayed there, they wouldn't, they wouldn't be practicing the same way 10 years from now that they were at that time. And so the four of us came together and sort of had this idea that, what would it look like if we were starting from scratch? From the patient experience from the patient care? And what would it look like in the lab, if we could take the best technology available? And then imagine what technology might bring us over the next 10 or 15 years? And how would we design and build a lab. And then after about a year to a year and a half of planning and thoughtful analysis, we then decided to take this job.


Griffin Jones  07:06

So I want to come back to that question of the lab and springs perspective on the lab. But I want to explore this idea of why you felt you couldn't pursue the way you wanted to practice medicine or build your own infrastructure in the Academy because I've only talked about the academic side of our field really once on the show with Dr. Petro Borgia Leto, and I'm having a few more guests on to talk about it in 2020, because I realized that it's a void that we really haven't covered. I've done a little bit of business with academic centers, and the very smallest consulting engagements are like a bureaucratic nightmare to go through the red tape. So I can infer why you might not have been able to realize the practice of medicine that you would want to realize in the academy. But describe why you had to take your vision out of it. And it's probably beyond NIH funding, I'm guessing.


Dr. Klatsky  08:08

Yeah, I think one of the draws to an academic centers to do amazing research, and to do amazing teaching. And the thing that you still can do in a one in a great academic institution is provide terrific teaching. And you can teach residents, medical students fellows, and that is incredibly rewarding. In a private sector practice, you can also continue to teach, we have residents come to spring fertility from an endocrinology group, we have new physicians who are when you join spring fertility you before you see a patient, you probably spend another two to three months just training with us learning our protocols and our perspectives on how to deliver care in so we haven't lost that that teaching angle from public funding the NIH, whether it's the NIH or somebody else, there's just not a lot of research dollars into the really exciting stuff that we do when it involves human embryos. And too, it's not a high priority for the NIH. From a bureaucratic standpoint, I share some of your frustrations I one point had over a quarter million dollars of funding from the World Bank to do maternal mortality research in Uganda. And that was matched by several other private foundations. And being able to deploy funds that we already got, you had to go through multiple layers. And so you can imagine what it's like as a vendor trying to, you know, work with your services. But But even more than that, from a patient that to get what it means to be a provider, occasionally to have a patient who wanted to be seen earlier so she could get to work and you knew she had a very stressful job. And it was important for her to be seen and out of the office by 730. So Nam or myself, we're pretty committed to our patients. We're not pretty but we're very committed to our patients. And we're willing to come in at 7am but in you know, essentially that you don't have control over the resources. There might not be a nurse or a medical assistant to help you do it all For Sale, and therefore you can't do that. So I've noticed you'd say, well, I, I'd like to come in and see this patient this time. No, that's not available, we don't have the staffing for that. And so when you have control over the system setup, you can set up so that something that would be incredibly popular, like earlier monitoring hours is a viable option for your patients.


Griffin Jones  10:22

Yeah, it seems to point out, the nuance between where the standard of care begins in the form of whether it's best business practices or simply is now the standard of care. To me, it's not immediately obvious. It's something I talk a lot about on the show, but you're talking about being able to accommodate patients in a way that works for them. That might be best business practices, and therefore, is favored by the private sector. But at what point? Is it just the standard of care?


Dr. Klatsky  10:57

Yeah, I don't like to think in terms of best business practices, but I like to think in terms of what's best for my patient. And well,


Griffin Jones  11:04

that's what I mean, Peter, I think we divorced those two concepts. And but Customer Service at one point is patient service.


Dr. Klatsky  11:13

Yeah. 100%. And so, you know, that's where you we, and all it really takes us is looking at, what would I want if I was a patient? Right? And then it takes a little more effort to figure out how would I change my system, for example, we have two shifts of nurses. Why do we have two sets of nurses because that's the only way we can have patients come in early. And also get results to patients in the afternoon. But that, but that's not the way most larger institutions are set up. And that's also not the way an institution, even private sector institutions are set up. Because if you if you were the only Fertility Center in New York City in 1992, you didn't have to worry about what patients wanted, right? You had 612, month, waitlist, whatever you did, and you could make the patient's jump through whatever hoops were necessary. And, and they could go through that bureaucratic maze, and the doctor could get there, you know, have the best parking spot in the lot and then show up at the time that was convenient for the clinic or for the provider, and patients would wait. And what we're seeing today, you know, is that patients do demand more and a place like spring fertility that actually thinks what would I wanted I was the patient is going to continue to grow and have incredibly positive patient experiences, if other centers aren't going to do the same thing,


Griffin Jones  12:32

which really makes me wonder how someone can worry about what the patient wants, while also serving the patients. So we've had others on the show and have talked about the CEO role. And a lot of companies now have a chief executive officer who is in charge of the C suite, and they manage all of the business. And mostly the physicians are often their advisors, but it's effectively the employees of the company. There's a few folks like yourself who are physician led groups who are in the entrepreneurial seat and in the physician seat, so you didn't have to worry or a physician didn't have to worry about what patients wanted in 1992, you Peter Klasky, very much do. And you also have a patient caseload, you have to do retrievals you're still an REI, within the practice group, as well as being an entrepreneur that leads the vision and the scale and the future value of the group. How are you able to do both things at the same time? Because I'm just running a client services firm. And it ain't frickin easy. How do you manage it?


Dr. Klatsky  13:49

Not alone. And so I focused during the day from 7am until 6pm, I focused entirely on my patients. And when I'm focusing on my patients that's going to inform what spring fertility should do from an operational perspective. I'm lucky that I don't it no part of spring has been Peter Cloudscape. Alone at all. I have the best partner in the world. Dr. Nam Tran, who is the smartest person I know. And in addition to being the smartest scientist in position, I know you he's also the best operational leader that one can have. And we were very fortunate early on to hire really terrific people. So I we have a chief operating officer who is excellent at taking our vision. And in managing the day to day operations. We just hired an amazing woman who is running our VP of operations. And she came from, from the Vita which is a large healthcare organization where she takes a lot of the structure and organizational stuff. And so you know, between Derald and Marin, and then we've got an array of additional folks who we have both given direction to and who who we trust to carry out that direction and trust to check in with us. So we have weekly check in meetings. And when Nam and I are seeing patients, we're getting feedback so that we know how to adjust operations, right? When we when I'm seeing patient nice to hear somebody's frustrated about something, we respond not, you know, in a month or in two months, we respond that day. And our team is all motivated. So the other important important thing is to make sure you have a happy team, and that you empower those people. So we were so fortunate to hire Dr. Devin unharnessed, who is now the CO medical director of spring fertility, and overseas medical operations and process on par alongside of Dr. Trump non track. And so the way we do it is not the way your question was sort of, Peter, how do you do it? I don't, you know, we have an amazing team that together functions really well. And we complement each other. And what we share also is a vision for how to be everybody join spring wants to deliver the best service for their patients. And we define services in equal parts, patient experience, and clinical outcomes. And, and everybody knows that that second best isn't good enough. And so we're united by a desire to deliver the best experience for our patients, the best care for our patients, and a desire to be the best at that. And then we hire wonderful people. We hire people who are effective operationally, but also fun to hang out with. And so we have a great time hanging out tonight, I'm going out to dinner with all of the providers and we've got a dinner for eight with some of our key management people and the providers. And it's going to be our end of year last physician meeting, we have a physician meeting every month, everybody has an equal weight, everybody has an equal say. And we take feedback, whether it's from our patients, or our teammates, or their physicians incredibly seriously, if you joined spring, and now we're seven positions, if you join spring, and you have a suggestion for something you think we can do better, we want to hear, right, we don't want somebody else to come up with that idea. And and we want to make sure that we hire the best Doc's and that we keep those Doc's in New, and then we, we make sure they're happy. And in California, there's no non compete either, right? So so it is all about making sure your team is empowered, you have the right people, and everybody communicates well. And so a lot, also a lot of hard work, right? late hours, but I think the thing that's you allowed spring to, to effectively scales thus far, has been a team of people who will complement each other.


Griffin Jones  17:42

It started with two, how does your skill set and Dr. Trim skill set? Where do they overlap? And where do they diverge?


Dr. Klatsky  17:53

You know, usually, this is where I would make a joke and say that I'm better looking and more charming. And he he's good at managing the plantings around our office and some of the wires that sometimes get tangled. But all kidding aside, there's a total joke, I think that nom is these isn't has always has been the smartest guy in our field for for as long as I've known him. And he's just one of the smartest people I've ever met. And I and I'm comfortable enough to recognize that and confident, are smart enough to recognize that and confident enough to let him run most operational practices and not feel threatened by him saying, Hey, I think we should do it this way. When I've been doing it a different way. I think that there are areas where I have strengths that may be complement areas where he's not quite as strong. And both of us if we had to, or you're over everything, or if we had ego around who would get to do this or who would lead that it would just slow us down and get in our way. And it would affect our relationship. We really also liked each other. So even though we're quite different, and but because we like each other, it creates an environment where the nurses like working with us because we're because we're going to be having more fun, we're going to probably be making fun of each other. And we're going to be supporting each other. And we're never going to worry about who took more calls or who had a little bit more work on one thing or another. We're both trying to make sure we're not holding the other person back. And then when you have that environment, and you bring in somebody like dedmon, Horace Uzziah Harris, these are are incredibly brilliant physicians who are also committed to that same vision, give patients the best clinical experience possible. And, and one of the most amazing things that I've experienced and then on the lab side, we're led but by just to an amazing team of embryologist. And you know, in as to married embryologist, who we started with Sergio Bukhari, he's to monitor Porsche. And they just delivered the best not only the best quality work, and constantly trying to push the envelope for innovation and to improve outcomes. But they also create an environment in the lab, that is a wonderful place to work. So we're able to attract and retain top embryology talent. But But I think, if I were to shorten it, and try to make it more concise, NOM manages detailed operating protocols. And I probably manage some of the vision voice. And I'm very attentive to the patient experience.


Griffin Jones  20:42

When you're growing up fertility practice fast, you need the best that there is. And the best that there is that I'm hearing from half of the Fertility Centers on this continent is engaged in the with regard to the informed consent, the pre treatment, education, and the workflow assistance that engaged in the software provides engaged MD is over and over again, something I hear from clients and from you all, at SRM and a meetings about how useful it's been for staff how useful it's been improving patient satisfaction, because the patient gets to go through the modules on their time that makes their care with you their time with you personalized, and you'd have a much more defensible informed consent. As you can see, people were watching these modules, they have the time to do it, they agree that these different phases, and you don't have to track down all this paperwork, all the time that you save your staff, how you make them more efficient, and improve the satisfaction of the patient. That's part of the standard of care, the patient has to go through paperwork, if they have to do all the education themselves, they're a deer in their headlights, they're a deer in headlights in their interactions with you is that the highest standard of care, engage them the input improves these things. And you can get on board with engaging in the you're among now the minority that are not going to engage md.com/griffin to get a free workflow assessment, assessment from engaged and V. Team. And you'll also help to create more inside reproductive health content, because you let a sponsor know that this is one of the places that you've heard them. I heard from the show you heard that from me. But it's an advantage to your team. And it's most necessary if you're going fast. It's a competitive advantage engaged in the.com/griffin. Now back to this conversation to Dr. Peter Klasky. Spring is often known for its vision for the lab, it's its functional outlay of the lab and looking at the lab very differently from how IVF labs have been structured in the past. When people say that, what are they referring to?


Dr. Klatsky  23:04

Well, there's a lot of things we do uniquely in the lab. But we the flow in our lab is extremely efficient, and designed to prevent minimal movements and to minimize any risks to embryos or eggs. With regard to egg and embryo storage. There's everything has not just redundancy, but two layers of redundancy. There are some things we do very uniquely in our lab. We are the only I believe we are the only practice in the country that injects in those ACCION eggs in a hypoxic environment. That's the same ambient air quality that exists in the incubators. We are the only lab in the country that does the same thing from egg retrieval. So when the eggs are being retrieved from somebody's body, they immediately go into an isolette while the embryologist is looking at them, where the carbon dioxide level is 5% and the oxygen levels 5%. So that's matching what it is in the fallopian tubes. I don't believe I don't know of any center that's doing that currently. And to be honest, we weren't able to do that when we built the lab because the technology didn't exist to lower the oxygen to displace oxygen in a nice sight. And within two years of opening, we were able to do that. But we built the infrastructure in our lab that can do that. So we have nitrogen gas and co2 Gas throughout our lab. And we have other infrastructure that's anticipating what technology will bring five years from now. That is amazing innovation that we you know, I credit 100% to Dr. Trump, and his vision for what the lab, the IVF lab will look like in 2025.


Griffin Jones  24:41

I think innovation like that, which is groundbreaking in some ways and other things that other people are doing and it harkens back to something that TJ Farnsworth had said on the show a few weeks ago and I actually really agree with that I've thought about both before and even more since I want to see if Few agree. First off, if you if you don't why, and if you do, what do you think can be done about it, but his sentiment was coming from the oncology field was that there? There is less peer to peer sharing of best operations practices of best practices, both from a business and clinical setting. And I really do see that, Peter, I really see it from independent owners, especially I think everybody feels like they've got the secret sauce. And maybe you're a guy that really does have the secret sauce. And you think Well, I do. And I don't want to share with folks that are doing the same. First, do you see it that way? Do you see that our field isn't nearly as collaborative as it could be? Why or why not?


Dr. Klatsky  25:45

I don't, you know, I think we I don't see it that way. And I'm sad that TJ doesn't feel that way. It feels that way. I actually think that there. I started this off by saying, we followed great minds and great practices that shared their advances in our field. And he, I don't think oncology even moves as quickly as the field of fertility does and oncology moves incredibly quickly. But why do we have egg freezing because of a commitment of somebody in Japan, carried forth with clinical trials performed in Spain. And those publications came out in 2010. And by 2012, egg freezing was no longer considered experimental in Europe or the US. And it was, and people were traveling to other places to learn how to do that. I think that Richard Scott and Bill Schoolcraft, shared advances in pre Implantation Genetic testing with the field. So I don't know that there's been a lack of peer to peer sharing, even when even when people have secrets. When we opened up the lab, we had Barry bear, who's whose lab director for Stanford, which is maybe 40 miles away, walk through our lab, and tour it with us and in the professionals in our, in our field, I expect that they do share. So I know the embryologist are constantly sharing with each other what they're doing, because they have long standing relationships. It's kind of like when Nam was at UCSF and I was at Einstein, we'd always talked about what each other was doing. So and, you know, all of us had peers and colleagues and other centers of so I've not seen that that much. I do think people are tied to their practices, I think maybe some of the border docks, and we're pretty young group, but maybe some of the older dots don't want to change the way they're doing it. And that's what he's referring to. And so they say, Oh, this is really special. Because this way, I've always done it. But I think most innovations have been pretty. It's hard to keep secrets in our field, you know, trade secrets, because our trade secrets are information and knowledge. For example, what I just shared with you on your podcast, everybody I know nobody else is doing hypoxic xe made me you know, but I'm not. I haven't been shy about that, since we've opened that, you know, and maybe people will start doing it, people have to buy into something and believe that there's a benefit to it. But I don't think people are really secretive.


Griffin Jones  28:08

I see both sides, I definitely see enough examples of both. And perhaps you're right, that there is an age difference. I think there's probably a practice structure difference. The people that I see sharing are the people that you mentioned, plus yourself plus TJ, the people that are growing groups pretty quickly, and adding a lot of new things tend to share. And then there are probably another class of folks that they want to hold on to their piece of their particular market. And I often find those folks are reluctant to talk to the folks across the street or have nice things to say about the folks across the street are reluctant to meet with them or join some of the broader groups. And so


Dr. Klatsky  28:57

we all just do. And that's where so if they're acting that way, that's what's silly. Like, they may not be but you but you're embryologist are when you're nurses aren't as RM they're sharing. Your your junior Doc's who both went through fellowship together are sharing with each other. So that's where we try not to be, you know, we try to have good collegial relationships with everybody. And, and, and we always want it and the great thing about our field is it doesn't stand still. So what is amazingly cutting edge today in five years, four years, maybe standard of care, and you'll have to continually move the needle. And that's really to really really keep growing, you're gonna have to attract and keep the best people who all have that future in mind, you know, want to move the field forward. So we have better patient outcomes, so we can provide a better patient experience and I guess that part you need to really give voice to your your new hires. So that doc who is straight out of fellowship Hey, you know Meet me. Maybe that's the person who's going to be Richard Scott or Bill Schoolcraft, you know, in 20 years. So listen to the suggestions that they have. And that opportunity.


Griffin Jones  30:12

Yeah, that was gonna be my next question is does it become binary for Talent Recruitment and how you're able to build your group because I belong to a few different masterminds of owners of other creative firms. And our fertility marketing blueprint took us years to build the way it is a really good strategy piece and allows us to make sure that almost any group is going to be successful if it's if it's done right. And took us years to do, and I willingly share it with other agency owners. And I just tell them, if you decide that you're now going to go into fertility field with this, you'll burn in business development, hell, but other than that, I'm not making people sign an NDA, I'm not, I'm just sharing it with other peers. And so that they can use it to help


Dr. Klatsky  31:08

like you, Griffin, and in your your, your becoming a thought leader in our field. So people are gonna want to always have your, your thoughts and opinion and I think that makes sense.


Griffin Jones  31:20

Well, to your point, though, I can't keep secret sauce anyway, there is no secret sauce. The embryologist are talking to each other, the nurses are talking to each other, the Jr. Doc's are they're talking with their pharma reps who come in who are talking with other folks. And so it's either you're either offense of this is what we're doing. And I'm doing a podcast episode every single week, and Peter is sharing his version of xe on the podcast with everyone and sharing that and bringing that to the field on offense, or on your or your you're on defense. And I'm starting to see the folks that are struggling with that. But to me, it's binary, there is no maintaining the secret sauce, you've talked about how you are building a team based on that ethos, how else are you building the team to be collaborative, like what's the structure of springs team that makes sure that it's one of as you say, advancing the core value of what's in the best interests of the patient, we


Dr. Klatsky  32:21

onboard people slowly providers, you know, most places, you're seeing patients a week out, provider out of fellowship will probably take a minimum of two months before they're seeing their first new patient. And more likely closer to four, we maintain regular full team meetings where we talk about clinical issues and also practice issues. And what we have built in, I guess, modeled from the top down is a relatively flat system or flat operating system. So that medical assistant, you may have just heard somebody knock on my door, nobody feels timid about knocking on anybody's door, it's spring fertility, and if a physician is running five minutes late, that means a patient's been waiting for too long. And so everybody's instructed to let that patient that physician know and empowered to do so. So we've actually a small waiting room has been virtually every year in San Francisco combined. And people are usually surprised because these patients don't wait here. And that's because you know, the physician would be in trouble, regardless of who the physician is, if the patient's waiting for them. And that's, you know, a core value is that the patients come first. And everybody gets a copy of our mission statement. Everybody knows what our pillars are. And everybody is oriented for two days, every single hire, whether you're in the finance area, or whether you're in a clinical operations area, to understand what that mission is, and we try to hire Well, we try to screen for people who are interested in that mission before we bring people on.


Griffin Jones  33:55

Yeah, other thing when I say binarias offense and defense, it's really Who do you want to work with and for? And who do you not want to work with and for and in order to attract people who are self motivated. The values and the reinforcement of the values, the reiteration of them, I think, is critical. And I think in that group of clinics that were founded in, let's say, the mid into late 1990s, many of those don't have them. And I think part of the reason why some of them are starting to struggle now is because they're not built in this way, which is not only just built for talent shouldn't be built for patients but also built to attract talent. So where do you see this going in the next decade, let's say in terms of I guess what you want to do with spring but where you see the field, really starting to bear to some of the demands that have been eking the past couple years,


Dr. Klatsky  35:05

I think the field is growing expansively they massively. And so I think I think that it will continue to be growth in our field, driven by demand for IVF services as women continue to have their first child and start families later on in life, but also with the advent of egg freezing. And as people get more comfortable with that technologies, we have more data on the on the viability of that technology, I think people will demand more and our patients are are more demanding. And they're used to having an individualized and personal experience. And so the centers that are able to provide that enable to provide a patient experience will grow in those that want to continue putting the doctor first as opposed to the patient will see you know, probably see a retraction in their market share and clinics like ours, where people like working together. I said last night, we went out to dinner with a candidate, a new physician recruitment candidate, and she was lovely, and the team was just happy to be out together for dinner. And mentioned tonight, we're having another dinner with all the physician and providers, and then we're having a party for our entire staff and their partners on Friday night or holiday party. And so sprint like spring is a fun place to work. We every quarter, we do something as a team and not, you know, they're usually not boring. And, and sometimes, they're arguably too fun. But we really try to make sure everybody in the in the organization feels valued, and that people enjoy being around each other. And so if you can do, and I think that's a critical element to the patient experience, it is almost impossible to deliver a wonderful patient experience. If your team does not like working together. In order to make patients happy, you have to start by making your staff ensure that vision that we're all what we're doing is important, and it's about the patient.


Griffin Jones  36:57

The old adage had been shareholders first customers second, employees. Third, I think many forward thinkers have corrected in our field, you could say its employees first patient second, in that case, the for the for the exact reason that you described


Dr. Klatsky  37:16

would be very, I don't want to say that because I still think the patients come first. But but almost like in order, you have


Griffin Jones  37:22

to say that because you're a doctor, if you were if you were just a business owner, not a physician, you wouldn't have to say that because I'll say it right now in front of everybody, clients come second, if any of my clients are listening, and most of them do, they know, my employees come first. And if I felt like my employees, were not someone that put the client's interests at the top of their mind, and we're willing to go the extra mile, they wouldn't be on my team to begin with. But if it ever came down to, you know, if client ever dog cost an employee, I would rip them apart in front of the whole team just to boost morale.


Dr. Klatsky  37:59

Yeah, wouldn't rip apart a patient. We're very sensitive with our patient, but but you can have both. Let's agree you can both they're both critically important. Your mission is about your patients. But you can't fulfill that mission. If you're if your staffs unhappy or feels like you're in any way not doing right. But


Griffin Jones  38:17

I just don't think that point can be understated that when employees when team members are happy, they take really good care of the people that they're supposed to be taking care of. And that's true in medicine, as well as client services I wasn't going to ask you about this wasn't on my list. But I do want to talk about your endeavors for social good particularly in Uganda. One of the reasons why I started my own company is because I want to be a philanthropist. But for me, they're very much separate I guess that my business is what I do to make money so that I can give money to the organizations that I care about. We're not like TOMS Shoes where we're selling a pair of shoes and then another pair it goes to the individual in need for you are your endeavors for social good, very much infused with spring or is spring a business venture that helps you to contribute in the ways that you want to.


Dr. Klatsky  39:14

I think it's all in so so first spring is about providing really excellent care to people on a really important level. So if you're an infertility patient been trying for the last 12 months to get pregnant, and every period feels like a wound in a stabbing, you know, insult and pain and injury, then providing sensitive, compassionate fertility care, you know, is a social good in its own right, helping somebody preserve their future fertility and their options and empowering them to go on their next date and not feel stressed. Like it has to be the guy they're going to marry. You know, for somebody who's going to freeze eggs is a social good so I feel like I'm so fortunate that the business or profession that I'm in just doing my job is a social good No, no, I'm passionate also about just reproductive health globally and in reducing disparities in care. And so the mama rescue program that I started in Uganda was really successful. And we were funded by the World Bank by UNICEF. And I basically had a decision to make whether I was going to get out of the fertility space, and go full time into the nonprofit space, or go all into the fertility space. And I chose the ladder in the way we sort of marry those two things right now is it spring fertility is actually making a donation sort of like TOMS Shoes. And so we make a donation for every person, we get pregnant. To spring fertility last month, we authorized the $24,000 payment to the organization's running mama rescue. And that will provide for every pregnancy, we have, we provide for two women in rural Africa to get an emergency transport in the event of an obstetric emergency, and to transport 10 women to a health center for skilled obstetric care. And so and we do that, with every pregnancy achieved at Spring. And so so that's where we get to marry, you know, helping women who can afford advanced reproductive technologies have gradually built up care in the United States, with women who are no less deserving in an environment in an area with far fewer resources, and try to connect those two worlds through our shared humanity. And that's something that's been important since we started in, I mentioned that, that Nam Tran is the smartest person I know, you know, he came to United States as a refugee. Like, my God, like if Donald Trump was President, you know, 40 years ago, we might not have had the benefit of having somebody like him in our country. And so we still believe in that shared humanity and that shared reproductive health, and I sort of pivoted off on the politics, but I like to, but we're real infertility is real. And in frankly, like, I'm disgusted with our current administration, and as a CEO of a company, or as a founder of a company, I probably shouldn't say that. But I don't care. Because it's reproductive health, right. And that's what we're passionate about. And so we're passionate about helping improve the lives of women, both in our own community. And if we can tie those eyes to women who are deserving and caring and, and underserved. We want to and so that's what we do with every pregnancy we we actually support access to skilled obstetric and antenatal care in in western and central Uganda.


Griffin Jones  42:36

How do you want to conclude with our audience of how spring fertility is going to build this new standard of care that's not seen anywhere.


Dr. Klatsky  42:46

I hope that we continue to have great feedback from our patients. I've learned that not every single patient is going to have to have perfect experience. But our commitment is when we have a patient who had an experience that didn't live up to our goals that we listen and react immediately and try to improve our system right now. I think we deliver amazing care. And I hope that we can continue to hear the kind of feedback from patients that they have pregnancies quicker, that the experience is less uncomfortable and more empowering. And if we can continue to do that, and continue to empower our patients provide a more comfortable, compassionate and efficient experience. Those are words that don't always go together. It spring will continue to grow. It will continue to grow in the Bay Area. And as well as new geographies. And anybody who's interested in that mission should give me a call or send me an email because we are hiring


Griffin Jones  43:48

new geographies, watch out folks that are coming to your town. Dr. Peter Klasky. Thank you very much for coming on inside reproductive.


43:56

Thank you. You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society, visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


157 How to Phase a Fertility Brand Update: Secrets from Griffin Jones

This week, Griffin Jones hosts a Marketing Secrets Shorts episode, disseminating branding phases. Whether you are considering a rebrand for your clinic, beginning de novo, or somewhere in between, it is important to know where to start out if you want to end up with a marketable brand in the end. Listen now for tips and tricks to properly phasing your branding efforts, on Inside Reproductive Health with Griffin Jones.


Transcript




Griffin Jones  00:04

Here's a tip on differentiators, guys, if the next person next to you can say it, it's not a differentiator, I'm going to give you some marketing gold inside reproductive health audience before we start making an editorial transition, there's gonna be less fertility bridge content, more content about news coverage and fields of reporting news stories, as they have a list of new podcasts with guests. But I want to bring you more news coverage because that's what people are asking for. And we don't have a Forbes of our field, you don't have a Bloomberg of our field, we don't have that trade media outlet. It's always been the insight, reproductive health podcast, I want to bring that to you in other formats, in weekly digest and in the podcast, as well. And then others, to the extent that we get more people behind it and build out more, but the types of things we want to report on is Mark Segal stepping down as CEO of us fertility, John Pardew is stepping down as CEO of CCRM fertility, what does that mean? People doing fundraisers, and closes like engaged MD closing around recently, and so I want to bring that type of news to you, because you all are hungry for it. And for the most part, it's not being reported in other media outlets. So you're gonna have less of this type of marketing advice, or the things that fertility bridge does, those brands are starting to separate. But I want to give you some brand wisdom before I do. And I want you to do this and think about this, whether you use fertility bridge, my firm or any other I don't care, I don't care guys, this is the way it works. 


When I talk about Kindbody, I'm not talking about frickin’ yellow colors, I'm talking about the power of Apple, the power of things, the power of Nike coming to the fertility field, and many of you are positioned on the complete opposite spectrum. I'm not saying that you have to go to that level of global consumer branding, most of you wouldn't be able to even if you want it to cost a ton of money. It takes a ton of effort and institutional structure to be able to accomplish it. But you can at least make sure that you're not positioned like an old general practice firm. When do I want to go there? Or do I want to go to the place that looks like it is most in line with my values and what I'm comfortable with. So I'm going to phase it out for you. And, and I want you to approach it in this phase. Because you can err on either side, when you start to do a brand, you can err on the side of the creatives and doing all of the work and you get something that isn't you or you can err on the side of you feel like you're doing everything. And like what did I even hire these designers, this brand manager, these writers, this creative team for? 


So the first thing is positioning has to be done. I recently had a client ask that when we're talking about core values, isn't this like this like kind of like millennial fluffy stuff? It is if you don't do anything with it, if it's just words on paper than it is the first thing that you have to do is say these are our practices, core values, our purpose our differentiators. Here's a tip on differentiators: guess if the next person next to you can say it. It's not a differentiator. If the next person next to us said yeah, we offer personalized care to Yeah, we offer state of the art technology. Yeah, we have the best doctors. That's not a differentiator. A differentiator is something that someone else can't empirically say. We were the first egg freezing practice in town. We do the most cycles in this marketplace. We're the biggest independent practice in this state, whatever it might be. Those things are your differentiators. And with regard to your values, your purpose, your mission statement. If it feels fluffy to you, make it less make it less than but make it the things that you can point to if this person isn't these things, then they have no business working at our firm. They have no business working In our practice that is, and, and you should have no less than three of them, you should have no more than seven. 


Here's a tip for you too. This is what I do with our clients. So clients that are spending more money on branding, we will actually talk with employees, and we'll do surveys, and we'll do surveys with patients and get them to sign they have authorizations that we can talk to them all that sort of thing actually have a number of the creative team talk to these folks. But for clients that spend less on branding, we will go through fertility IQ, we'll go through Google reviews will go through Glassdoor if they have enough reviews and see what people have said about them. And then when there is something that they can use, that is that is said enough, this is a frequent pattern, everyone talks about how this practice to hold your hand through the way and maybe that becomes a something that has to compassion become your core values.


 Conversely, if they do something, that if there's a common pattern of you know, your your, your nurses dropped the ball or, you know, an example of you know, they they were slammed, were slammed so busy that we don't get back to people, we want to have a value that addresses that. So that people you're getting people in that aren't totally floored by it. So if you, if you're if you have the type of managerial behavior where you just tell people how it is, you have to have some type of value for directness, that you're getting people that that are aligned with that. So that's your position, you do that, first, you do that with your partners, that has to be done by the Chief Executive, the managing partner, whoever the senior partner is, has to be done at the very top marketing director can't do it for a CMO can't do it for you, a firm can't do it for you, you have to do the position. Those a firm can facilitate it for you. But you have to do it yourself. 


Now, when you move on to the actual brand, the first thing that you want to have done is have the creative should be doing an assessment and they should be coming to you with more specific questions. Remember, the erring on either side, you can err on the side of the creative team is doing everything for you. They're suggesting everything and it's not your brand, it's something that just gets slapped on you. Or you're doing everything to change that color, change that word. And then it's like, Why did I even hire these people? And so because you can do that they should be coming to you with specific questions. I notice when we ask, you've got somebody new uncrating for example, we ask general questions. That is, is the client off? pisses me off, too. It's a bit counterintuitive, because normally the more open ended questions that you ask the more of a true authentic listener, you are right. And often the more someone feels hurt, because you're not coming in with any assumptions. But when you do that, and branding it, it especially with physicians and people that this is not their main thing that they want to be doing. They feel less heard, like, why don't you know that? Why? What did we hired you for? What does that even mean? 


If you watch the movie, The Greatest Movie Ever Sold, it's Morgan Spurlock, the filmmaker from Supersize Me. And he does a movie entirely about product placement. And they go to the big creative agency in Pittsburgh. And they're asking him these very open ended questions like what does that mean to you? How do you feel when you see this and his brain starts to spin? So I try to pair up creative team down more than they probably like. But if they had their way it would be infinite and the client doesn't want that. So you want to have an assessment where they're coming to you with some specific questions, not so open ended a couple open ended questions and not the infinite number of questions to six or eight questions, and then you can go down some rabbit holes. And they should also be coming with what they're ready to challenge you about your brand. If there's something about the logo that they see, not right but the marketplace, your colors, your design, your messaging, they should be able to have that in the brand assessment that discussion happens after position, that it's what helps to establish the voice in the image later on, to done positioning, then you've done an assessment which leads you into voice and image. And it's good to voice first come up with that mission statement. They can come up with options for you or you can do a workshop and come up with a tagline or a slogan for you. And then come up with your brand voice. We do taglines and slogans for people we have taglines and slogans for both inside reproductive health and for fertility bridge. And they're different the slogan, it's like the rah rah. And the tagline is literally what you do that you can explain to somebody. It's never heard of you in one sentence ever inside reproductive health. Our slogan is takeaways every time the rah-rah sounds good, if you know it inside reproductive health is, you know, that means you don't own reproductive inside reproductive health. that would just be a platitude, too. So the tagline is the media outlet for the business side of infertility. Oh, I know what that is tagline, literal slogan, rah rah. And your brand voice. We've done big brand voice sections in brand guides before. And we've also done smaller ones, for most of you for dealing feel the smaller ones are better, what happens most of the time is writers look at a big brand voice. And they end up not using it because it's not communicated what they're supposed to write. So we make a page, half a page, sometimes this how we sound and, and then make sure that your writers actually use that anybody writing for you, whether it's web content, or social media, or for stuff you're doing internally, make sure that they actually use it the length isn't, isn't the biggest deal. Like, yes, I can see why Disney would have a big brand voice. But for most of you smaller, and then just make sure that they use it. So you've done a positioning, you've assessed your brand. You've done your voice, and you're proving all of these in sections, because our goal is that you have a really nice brand guide. Before you implement anything you don't want to be not implementing. While you're doing it. You're not like, Oh, we got our slogan, let's update this on the website, or we have our mission statement. Let's make sure we got this up on the wall right now not doing any of that until your whole brand is done in that guide. You're getting your Bible first before you go out and and start changing everything. Otherwise, you go into revision hell, and everyone will hate you. 


Once you've done voice, now you're ready to do image, the first thing should be your image guy. And yeah, taking photos or doing videos. At this point, it's just this is what our images look like. This is the style that we use our lab posts, we don't use our lab coats, we take candid fun ones or we don't. You should have images that represent that style. And that should be your guide before you start doing video and photo. Do your fonts and your colors separately isolate the variables. I've seen clients and creatives do this opposite that they've each erred on either side, the best way to think of this is you make you pick out your dress first positioning, then you pick out your shoes, then you pick out your belt, then you pick up the accessories not have to wait for to see which one looks for best with this one. It's which shoes look best with this dress right now which belt looks best with this shoes. And this. And this, I understand that some of you are going to buck from that. And there's probably some brands where it makes sense to buck from that for the vast majority, especially those multiple partners having say, do it that way, pick up your fonts, pick up your colors, pick out your image guy and do this all before you do the next phase. Because you will you'll you'll run into less of those variables. 


So when you're looking at fonts when I have our creatives present fonts, I have them present the fonts in the clients normal colors or in there or in black and white. And then when I have them do colors I have them do with their existing font in their existing logo. So they're not, they're not seeing so many variables at once. Okay, I like those fonts. I like those colors. So, if you've improved your positioning, you had an assessment that set you up for your voice and you went through and you improved your voice and your mission statement, your tagline your slogan, your voice guide, then you've approved then you went on to the next phase with the image and you prove Jeremy's guide your fonts or colors, then you can start to make some of the the templates and And that is a great brand story.


 If you know that you're going to be wanting doing video soon, and I recommend most people do have a brand story for videos, it's awesome that gets everybody excited, it can last for years, it's worth spending a ton of money on. And it's worth closing your office on Thursday or Friday. And coming in on a weekend, if you have to do it, as long as you do it, right. So that's where the brain storyboard is, if you if you're going to make a video about your brand story, build out the whole storyboard first, prove that first. That's where your logo your redoing logo, that's where that's going to come into play is that now you have a new logo. And because you've already approved the fonts have already proved the color. So you're just looking at what any approved your voice, so the logo should be representative of that it should, it should be some kind of symbol for that, even if you're just updating your logo. So we have some clients that would really like this, though, tell us more about what you'd like to buy, tell us more. And then and then we'll often end up updating. So you know, we'll come to them with the design principles or other things to consider in the marketplace. And and then we're updating it based on net. So when when you're approving your logo, it should be you're looking at the logo, and you're not thinking about all the other potential things because it will it will drive you off track. 


And that's when you start creating templates before you start implementing. And this is the web page mock up this is the social media mock up our business cards. And so at the end of this, you want your final brand guide, it can be maybe 12 pages you have most of you probably should be more than 20. There are some of you that might have really long brand guides for those of you that are like consumer brands, global consumer brands, but that's only a few of you listening for the most part, it's going to be somewhere between 10 and 20 pages for your final brand guide. The point is that people use it, it's not. It's not how long it is. And that's worth spending time on it's worth spending some money on. And then you can implement those things, we do it in that order, you got to have a brand you're happy with that your position well, but against the consumer global brands coming in, you don't look like an old doctor's office, old pharmacy or whatever kind of company you are. But you also haven't just copied somebody else and you haven't forced yourself so much into the rah rah or the fluffy that doesn't feel like you do it in that order to thoughtfully spend some money spend some time but those are the phases you do those things you're going to have a successful brand.


 So I hope this has been useful too. And if you like some of my tips on it, just send me an email Griffin at fertility bridge calm. And I hope you enjoy this episode because there's only gonna be a couple more like them. And as we start to cover more of the news content in separate the fertility bridge, and inside reproductive brands, some more anti reproductive health brands some more. I should be reading from my guide.


18:22

You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health


156 6 Of The Biggest Fertility News Stories You Should Know Before ASRM

Just in time for the ASRM conference, we share insights on the hottest fertility field news stories you can take with you to the Networking Lounge.


Listen to hear:

  • About the acquisition that took place, which was not reported in the US or Canada.

  • US Fertility’s recent change of CEO.

  • KKR’s debt for the IVIRMA deal.

  • The recent celebrity embryo lawsuit that has now turned against the clinic


With this roundup, Griffin offers a sneak peek into the future of Inside Reproductive Health and news coverage of the business of the fertility field.





Transcript


Griffin Jones  00:04

The biggest Fertility Center in Canada being sold to an overseas company and it not being reported on in North America KKR the global investment firm be behind the EV RMA deal. And the banks behind them selling off their debt, getting rid of their debt to private lenders. CCRM expanding into New Jersey with an acquisition, kind body expanding into Houston and getting the Walmart deal, a major lawsuit happening with that you knew about but now being directed towards the fertility clinic. The this is the news that I'm going to try to give you some insights on today. This is the type of news that inside reproductive health wants to report on in the future. This news content that I'm giving you today is not reported on by us. I'm giving you kind of a preview of the direction that inside reproductive health is going on. Many of you are coming back from SRM. Many of you talking about these things, at SRM. So I wanted to give you some water cooler topics to think about and reflect on catch you up a bit. By the time this episode airs. I'm sure there's probably a big announcement or two that happened today. That didn't make it to this episode. But inside reproductive health is moving in the direction of news media outlet of being able to cover more of these stories, we're still going to do the podcast where we go more in depth. But we also want to cover new stories like these. And many of you listening may have had a meeting about sponsorship with me at ASRM because we are starting to close those sponsorships and only a few companies are able to get in now. And for you, the listening audience, the docs, the CEOs that listen in to reproductive health and read, it's for the aim of getting you more content, some of which is is like this. So I'm gonna go through these stories today, I'm going to try to give my insights. As always, if I get something wrong, please email me and tell me and we can correct on a future episode or you can come on to give more insights or just complain about it quietly to a friend, whichever you prefer. First story is an older one I'm gonna go from older to more recent. And the reason I still want to talk about a story from over a year ago with the Yujun deal of TRIO fertility is because it was never reported on in North America. If you Google Eugin, TRIO, fertility, there's no story that I can find from the Toronto Star from the from Bloomberg from any US or Canadian media outlets. Eugin. If that name sounds familiar to you, is the health system out of Spain that bought Boston IVF. Some years back, they're owned by a another company that's a public traded company. And I think this is significant for two reasons. One is that I think that trio was the largest center in Canada, if you recall, there was a merger some years ago, between five and 10 years, probably seven, eight years ago, something like that, where there was a merger that made trio fertility between life quest and T carts. And then they became true, I believe there were the largest center in Toronto, according to this Spanish media outlet lab on guardia the they did 2700 cycles a year. And so I think that's significant. But I also think it's significant of parent companies that are buying centers, when some of their subsidiaries are large enough to also have done this acquisition. So just just like by you, just by numbers and speculation, Boston IVF could have done this deal. I don't know, I have no idea if they wanted to go to Canada or not. But I think about this when Shady Grove buys CRM and Houston that it's like well, did somebody else in US fertility want to do it? Do it will will these parent companies opened de novo clinics as part of the bigger brand or or will one of their subsidiaries. So I think that's significant. And I also think that it's significant that none of us knew about that. And it shows that there is a lot of strategy happening not just from Wall Street private equity, but European health systems and, and health systems and large networks in other countries that are still TGT coming to different markets in North America as far as I can tell, this is the their first acquisition in Canada, but with their, with their, all their acquisition of Boston IVF, or at least partial acquisition of Boston IVF as well. This media outlet plus mundo se is reporting that Eujin covers more than 37,000 IVF cycles in 2019. So you might infer how much they're doing. Now. Next story also a little bit older, but there's been an update in the last month or so is the what's behind the KKR deal of edrms. So many of you know that there was RMA of New Jersey, and then there was there were armies that are not affiliated with RMA of New Jersey, and there are their armies that were and then they merged with EV of Spain to be to form their global company, EV RMA a few years back. And then the company, the global investment firm KKR made an acquisition of e vrma. Global back in early 2020. To deal that is reported by Axios to have been $3 billion euros at the time, that would have been 3.2 million US, but they're probably paid in euros, at least according to that report. And but the latest development is that the banks that helped to finance that deal the some of them like Morgan Stanley, and Credit Suisse AG, according to this report by Bloomberg, have decided to sell off that debt to private credit firms. So instead of them getting the interest from that, that loan, there, they'd sold it, according to what Bloomberg says, for 96 and a half cents on the euro. So these banks took a little bit of a loss on it. And in order to sell it to the private lenders, they're not going to be getting that interest, the private credit firms will be and they sold what they had for a little bit because KKR they're using some of that some of what they're buying, you know, some of what they paid for is going to be from their limited partners. The pension funds, the the high net worth individuals, the these these big funds that they used to purchase, make a 3 billion euro purchase, according to this article, 800 million of that came from debt. And so that's been sold, what the greater applications are beyond that. That's beyond my paygrade right now, but if you know you can come on in, we could do an analysis of that. Next door is ecrm made a big acquisition of IRM s in New Jersey and I rms used to be part of the St. Barnabas health system there they were a private center on probably one of the largest independently owned private centers on the East Coast, they have 11 rd eyes. And that acquisition was officially announced at the end of August. And so this is going to add to CRMs footprint in the northeast, it may give them more leverage with insurance companies because they have CCRM, New York they also just added a doctor there. And so they may be able to have more leverage with insurance companies there may be more efficiencies in marketing and some of the services that they're offering that allows them to expand but this is a group that a lot of people wanted and was independent for a long time. And it's it's really big. There's not so many of these size groups anymore. There's there's very few and and CCRM got one of the last ones of that size. Next story. There's a big CEO change at one of the largest fertility companies in North America. That's us fertility. You of course know them from Shady Grove fertility Mark Segal, having been the CEO there then going on to be the CEO of the newly formed parent company that was formed in 2022. With the backing of the private equity firm amulet capital they took. They took one of the groups in Florida fertility Fertility Center of Illinois and RSC of the Bay Area to form us fertility at that time. Mark Segal, who had been the CEO for 25 Five years at Shady Grove, went on to become the CEO of that company. And it will be stepping down come the New Year, the new CEO is Richard Jennings. Jennings was the CEO of California cryo bank and then went on to be the CEO of generate life sciences, Derek lifesciences was acquired by Cooper in 2021. What this could mean is I wonder if this means companies like us fertility will be looking to expand more in the third party space, acquiring companies that are either surrogacy agencies or donor agencies or both. I think a lot of networks are creating their own. And it might make sense to do some acquisitions, it probably does make sense to do some acquisition. So I wonder if this would if Jennings being CEO of us fertility will help with something like that, if that's part of their vision. And I also wonder what this means for Shady Grove, because I don't know who the shady the CEO of Shady Grove is right now. I probably should. I don't know if Mark Segal held that position as he became the CEO of us fertility, according to his LinkedIn profile. He didn't I don't know what that means, if you just marked it, as you know, through that time through 2020. Or if if he was concurrently serving in that position, if they filled that with someone else, or if they decided not to feel that because they then had a parent company and US fertility and didn't feel that they needed that role, but perhaps a different type of President role. I don't know that somebody's probably going to get a bunch of texts saying how do you not know who this is and update me and you are absolutely free to do that. A big story on the fertility benefits coverage front is Walmart signing with kind body for a number of years, I thought that it was a one horse race with progeny, maybe it would become a two horse race with carrot, and then kind body started adding employer benefits as they grew into the company that they're building. And now maybe it's a two horse race, maybe it's a three horse race. Walmart's a pretty big deal. Insider reports that the benefits include financial support of up to $20,000 lifetime for eligible surrogacy and adoption costs that they are rolling this out company wide. And this is a company with 1.7 million associates but insider doesn't report how many of them will have access to that benefit or what the vesting terms are in other kind body news channel too. And Houston reports that came about he is opening and clinic there is that big news. I think it's big news because of what Houston is. Houston is sort of the anti Phoenix in terms of consolidation of clinics. Houston was a market that consolidated relatively early relative to the rest of the country. Of course, you had HFI Houston fertility Institute, which had sold their lab or at least part of their lab to Vera that was in the early days, sometimes in the mid 2000s. And then we've seen a lot more acquisitions since a spire had acquired Houston fertility specialists to have a spire Houston. They later went on to buy after they merged with Prelude and who had already acquired the Vera at that point merger acquired with Vera at that point they had, they had HFR as part of their portfolio, but then went on to buy the rest of the practice. The center of reproductive medicine was the last sizable independent practice in Houston. And then last year, they were acquired by Shady Grove fertility. So Houston has been a very consolidated market, there still are a few, much smaller independent practices there. Maybe they'll grow. But now there's more competition coming into that marketplace. Finally, the media outlets suggest reports on a update to a story that you've probably known about for some time, but this is the first time I've heard about this. And it sounds like they're now going after the clinic. So you've probably heard about the Sofia Vergara lawsuits that have been happening for the last decade or so with her ex fiance, Nick Loeb, if I'm understanding that correctly, where he was suing her to prevent her from taking the embryos from destroying the embryos. And he did not win that lawsuit over several years of litigation suggests now reports that the clinic itself is being sued. that art reproductive services, which I believe is our Reproductive Center in Beverly Hills, is now being named by Nick Loeb in the latest suit. This is reported as of October 9 22. I can't give you too many more legal insights here. I'm happy to have one of the reproductive attorneys that we've had on in the past, come back on and talk about more protection for you doctors and covered entities. But what I can see happening here is that the plaintiff, the ex fiance, didn't win against his ex fiance, who was probably well lawyered up. And so now he's going after another target. He didn't go after the fertility center at first went after his ex fiance he lost. And now for whatever reason, perhaps for this further say I have no idea is now going after the clinic. So I think it's something to think about for Fertility Centers that even if you might feel that, okay, this clearly isn't between us, you may need some extra legal protection, simply because you might be the easier target to go after in terms of arsenal of legal defense. That's a bit of my speculation. But that's the latest on that case that's being reported in the news. These are the insights that I have for you. Hopefully, you're talking about them at ASRM and sharing this episode and talking about these headlines, because we want to create a lot more news for you. In the future. We're working with journalists to bring original news stories for you. I've given you the stories that are currently in the news. We will expand the podcast coverage, we'll expand the news coverage. It's for you, the doctors and the nursing managers, the practice managers, the executives working in the fertility field, so that you have this news firsthand, into your mailbox. And thanks to the sponsors, that will be a part of it. And thanks to you all for listening. And if you've enjoyed this direction, please let me know please send me an email because it helps us to decide what content to cover next. Hope I got to see you at SRM and hope you have a safe journey back.


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You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health