Building an OBL Within an IR/DR Group Part 2

We begin by discussing real estate decisions and the construction process. Dr. Petruzzi, started his first two OBLs within the same space as his group’s existing imaging center. While this was cost effective, it also sacrificed the ability to have an ideal layout. As he built more practice locations, he acquired new real estate. Dr. Garbett purchased and re-purposed a property that had previously been a plastic surgery practice. He notes that supply issues are common, and construction usually takes longer than expected. Additionally, the doctors talk about navigating different vendor relationships. They both agree that there is a certain number of vendors that strikes a balance between an appropriate variety of devices and negotiating power with each vendor. They also discuss their choice in EMR provider and different functions that are important to streamlining workflow.

Next, we shift to talking about marketing a new practice. Early in the practice lifetime, they emphasize that in-person marketing directed towards referrers is the best way to form long-lasting relationships. Dr. Petruzzi has since hired a marketing team that has specific knowledge of patient populations. His practice’s participation in clinical trials also provides a marketing edge, since patients can have access to novel treatments.

One of the biggest challenges to building a practice is finding and training staff. Dr. Garbett highlights the need to communicate with the nursing team prior to initiating procedures. Communication of expectations, sedation level, and post-operative care guidelines can help ensure that a procedure runs smoothly. Dr. Petruzzi relies on procedure and transfer protocols to standardize patient care and manage urgent and emergent events. Finally, both doctors speak about the multidisciplinary nature of their practices. Dr. Petruzzi’s OBL is a collaboration between IR and vascular surgery, while Dr. Garbett’s OBL synthesizes IR, MSK radiology, and physical therapy.