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Physician Job Opportunities Print E-mail
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Saturday, 21 April 2012 00:00
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Last Updated on Sunday, 06 May 2012 09:02
Stop the presses: online ad spending to exceed print this year Print E-mail
Written by Jeff Herschler   
Friday, 20 April 2012 09:46
"U.S online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.50 billion this year, pushing it ahead of total spending on print newspapers and magazines," according to the forecast by eMarketer. Tara Pihn, healthcare pundit and futurist says bluntly "Print is dead. The tablet is the game changer." eMarketer reported in December that US adults now spend more time on mobile devices each day than they do with print media.

print is dead revised resizedRolando Valdes, a healthcare marketing professional, working in Dade and South Broward concurs, stating "I go into ten or twelve doctor's offices a day. The patients aren't reading the magazines; they are playing with their smart phones. Pretty soon they all will have tablets." Ms. Pihn sees the trend accelerating, "As tablets proliferate (see Gartner: Tablet Sales to Double This Year) and Wi-Fi becomes ubiquitous, the massive shift in the way we read, which began over a decade ago, will be consummated. This will happen much faster than most people think." See pie chart below which illustrates the transformation:

Average Time per Day Spent with Media by US Adults Dec 2011 (minutes) Source: eMarketer via FHIpics

TV & Video 274

Total Digital (Internet + Mobil) 232

Radio 94

Total Print (Newspapers + Magazines) 44

pie chart digital vs print001

Total Digital (Internet + Mobile) dwarfs Total Print (Newspapers and Magazines). The typical American is spending over five times more time digesting digital content versus traditional print content (232 minutes per day vs. 44 minutes per day). Advertisers will continue to follow the audience. By 2016 eMarketer is predicting an online ad spend of almost double that of print ($62b vs. $32.3b).

And educated professionals such as doctors and healthcare executives have been early adopters in the digital revolution. Remember it was the doctors who gobbled up the first smart phone (the Palm Pilot) back in the '90's. According to Health Practice Media, Physicians and Hospitals are Rapidly Moving to Digital Media. For example, in a recent study 75% of physicians polled have purchased an Apple device such as an iPhone, iPad or iPod. Meanwhile that same study found 38% of physicians intend to buy an iPad this year.

I had a chance to catch up with several leaders in Florida's healthcare community recently and asked them about their advertising budget allocations. According to Diane High, Director, Corporate Marketing and Broward Health Line, Broward Health, "We still allocate a big part of our budget to print and outdoor. That said, digital is our fastest growing category. It was close to zero just a few years ago and now is a significant part of our media mix." Steve Whalen, Marketing Director at Danna-Gracey, a decade old medical malpractice insurance agency in Delray Beach, had this to say ""We are in a digital age, and this is only the beginning. We have traded in a walk down the driveway to get the newspaper for smart phones and tablets for on-the-spot information. If you want to be seen, you can't afford to be yesterday's news." Meanwhile according to Michael Salzhauer, a Plastic Surgeon in Bay Harbor Islands, "I think pure print advertising is going the way of the dodo bird. I spend 95% of my marketing dollars on digital media. The only print I do is charity/non-profit related or else very specific community/demographic targeting via local newsletters and the like. You get a lot more bang for your buck online." Not surprisingly, IOS Health Solutions, a five year old firm providing web-based practice management and EHR solutions, has embraced digital media from the beginning. "Print is definitely not our priority today. Digital media is the most effective way to reach the masses and maintain the message current in a rapidly changing landscape. It allows you to track and measure results quicker and adjust fire if needed. Our client's have also embraced the digital world benefitting from the numerous efficiencies and cost savings our software provides their practices when transitioning to a paperless environment." stated Anthony Lopez, Marketing Director.

The transformative effects of digital media present challenges as well as opportunities. According to Don Silver, Chief Operating Officer at Boardroom Communications, a PR firm in Broward, "The advertising and PR landscapes are certainly evolving...we are integrating a mix of traditional media relations and extending the messaging across social media, blogs, websites and the search engines." Says Pihn, "If you haven't done it yet, you need to reallocate marketing and advertising budgets in favor of digital ASAP."

Last Updated on Sunday, 20 May 2012 19:58
South Florida's Evolving Medical Real Estate Market Print E-mail
Written by Tom Adams   
Friday, 06 April 2012 08:39

"It is yet to be determined who will be the winners and losers, but investors in the medical real estate sector would be well advised to understand the dynamics within the submarket in which they invest."

medical office bldg

The South Florida medical office market is going through interesting changes that are having a significant impact on property owners and market dynamics throughout the region. On one hand the large hospital networks and physician groups are very active as they vie for market share and consolidate operations. On the other hand, the solo practitioners are facing increased pressure to grow, merge or risk being squeezed to the point where it doesn't make sense to continue to practice medicine.

As a whole, South Florida's medical office buildings are experiencing the highest vacancy rates in recent memory. The factors contributing to the increased vacancies include the protracted economic malaise whereby patients are rationing their own healthcare, the mergers and acquisitions of physician practices which often creates holes in buildings and the relocation of doctors into consolidated space.

In the new era of ACO's and medical homes, the provision of healthcare will become more centralized. It is yet to be determined who will be the winners and losers, but investors in the medical real estate sector would be well advised to understand the dynamics within the submarket in which they invest. What hospital networks have facilities in the immediate area? Who controls the primary care market? What are the patient referral patterns and how does that impact the medical office properties that support the healthcare providers?

Whether it's a physician who owns a small office condo, or a national investor who owns a portfolio of South Florida medical office buildings, the criteria involved in operating a successful medical office building are becoming more complex than simply ascribing to the notion that the baby boomer's demand for healthcare services will keep the medical buildings filled with physicians who will gladly pay ever increasing rents. A prime example of this is the medical office portfolio owned by LaSalle Partners, a national owner of healthcare facilities. Their South Florida assets are averaging the highest vacancy rates across their portfolio and there is downward pressure on rents. Fortunately, their projects are well capitalized and strategically located on or adjacent to leading hospitals. As the economy improves, so should their rent roll. Their story is not unique in the current environment.

The challenges described above are viewed as opportunities by forward thinking, business-minded healthcare providers and real estate market participants. Physician groups and hospitals are partnering with developers and medical real estate specialists to develop delivery models that can adapt as the future comes into focus. One can look to Bethesda Healthcare's new hospital under construction in western Boynton Beach, the planned research hospital in Jupiter by Scripps and Tenet Healthcare, and the new medical office buildings under construction at JFK Medical Center in Atlantis and Westside Regional Medical Center in Plantation as prime examples of hospitals leading the way. 2012 will be a year in which significant physician practice mergers and new ACO's are announced. The medical office markets will absorb the impacts of the current state of flux. As the economy improves and physicians gain confidence in their future business prospects, the real estate markets should rebound beginning in 2013.
Special Thanks to Tom Adams, President and CEO of Florida Medical Space and Medical Development Partners, for this informative article. He can be reached at 954-346-8200x 201 for questions and more information.
Last Updated on Friday, 13 April 2012 16:42
INTERVIEW EXCLUSIVE with Bay Harbor Islands Plastic Surgeon Michael Salzhauer, MD Print E-mail
Written by Jeffrey Herschler   
Tuesday, 03 April 2012 06:15

michael salzhauer mdAfter viral video, threat of professional sanctions and accusations of perpetuating negative racial stereotypes, Dr.Schnoz reflects on a busy few weeks.

In case you were in a coma or off the planet, here is a recap:

The story first got picked up by AdWeek's Ad Freak and then ran in the Huffington Post, ABC News, the South Florida Business Journal and a host of other media outlets including yours truly. Click on the links below to see a few of the articles that ran plus the controversial video.

Nose Job Doc Michael Salzhauer's 'Jewcan Sam' Video Being Investigated    Huffington Post

Miami Surgeon Under Investigation    SFBJ

Miami Plastic Surgeon Being Investigated for Involvement in Jewcan Sam Video    ABC News

To see the video, click HERE.

The SFBJ even ran a Business Pulse Reader Survey on the subject. Click HERE to see the poll results.

Below is a transcript of our recent chat:

Interviewer, Jeff Herschler (JH): Tell me about the reaction to the video.

Interviewee, Michael Salzhauer (MS): Overwhelmingly positive with regard to the demographic I am trying to attract-young people, people with a sense of humor. Overall reaction is 80-85% positive. The few negative comments are coming from persons who are opposed to plastic surgery in general. Reasonable people have the right to an opinion. That said, these people would probably not be my clients anyway. By the way the story has just hit the Israeli media and the response has been 100% positive so far.

JH: You have received over 125,000 Hits on YouTube to date so you have definitely been noticed.

MS: That's far beyond my wildest expectations. Farrell Goldsmith of Yeoville Productions, a local guy, was the video director and producer. He did an outstanding job. And the band is very talented with a great sound and catchy lyrics.

JH: Have you acquired any new patients attributable to the video exposure?

MS: On Tuesday (March 20) evening, we had three new patients come in, all because of the video.

JH: How do you respond to people who say the video is offensive because it perpetuates negative racial stereotypes?

MS: A spokesman from the anti-defamation league said that. It is his job to not have a sense of humor.

JH: How worried are you about sanctions from the American Society of Plastic Surgeons?

MS: I have not heard from them except for their statements to the press. I have already sent a letter of apology.

JH: Will this video catapult the Groggers to major rock stardom?

MS: Definitely in the Jewish rock music niche! I guarantee they are now a household name in every Jewish Orthodox family in the country.

About the interviewer: Jeff Herschler is the Editor and Publisher of FHIweekly and Specialty Focus. He also produces the website
Last Updated on Friday, 06 April 2012 08:48
US Supreme Court to Debate the Individual Mandate; Future of Healthcare Delivery at a Crossroads Print E-mail
Written by Jeffrey Herschler   
Monday, 26 March 2012 19:03

Examining the challenge to the Individual Mandate (IM) that will be discussed by the Supreme Court starting today, the key questions appear to be:
  • Is the IM constitutional?
  • Is an unconstitutional IM severable from the rest of the law or does a stricken IM invalidate the entire law?
  • If IM is found to be unconstitutional and can be severed, thus making the rest of the law still valid, can HCR succeed without it?
I had a chance to catch up with several Florida Health Policy experts and ask them to address these questions.

Addressing the first question, Gabriel Imperato, Managing Partner, Broad & Cassel in Ft. Lauderdale stated, "I believe as a legal matter that it surely is constitutional and there is more than enough judicial precedent to uphold the IM. I do not believe the controversy is driven by legal issues, but seems to me to be more driven by opportunistic political issues." In contrast, Judge Roger Vinson, in Pensacola, stated "I must reluctantly conclude that Congress exceeded the bounds of its authority in passing the act with the individual mandate," in his historic ruling last January (Read more) where it was determined that the entire law must be declared void.

With regard to the second question, attorney J. Everett Wilson, Shareholder, Akerman Senterfitt stated "Irrespective of the Supreme Court's view on the IM, I really doubt that the Court will find that the provisions are so intertwined that the whole law should be stricken. Particularly since many insurance coverage provisions have already gone into effect." Mr. Imperato agrees, "This provision is severable from the rest of the law without invalidating the rest of the law. I believe the 11th Circuit Court of Appeals already ruled in this fashion."

And addressing question #3, Salvatore A. Barbera, M.S., FACHE, a professor at FIU's College of Nursing and Health Sciences made this ominous prediction, "Without the mandate, individuals, especially the young and healthy, would wait until they have a major illness or need for hospital care before buying insurance that cannot be denied due to a preexisting condition. This scenario could drive up premiums." Mr. Imperato concurs, stating "my own personal opinion is that the individual mandate is critically important to any prospect of success in meeting the deficiencies in our health care delivery system." So without the IM, HCR could backfire by driving up health insurance costs and failing to increase the number of American's insured.

What is a healthcare provider to make of all this uncertainty surrounding healthcare policy? Perhaps Heather Siegel Miller, another attorney from Broad and Cassel, sums it up best stating (in the March issue of SFHN) "...regardless of ACA's (the Affordable Care Act) fate, Congress will continue to pass legislation that will force physicians to practice medicine in a manner that will focus on better quality of care while reducing costs."

About the author:  Mr. Herschler is the publisher of the weekly digital newsletters FHIweekly and Specialty Focus.  He also produces the website  

Last Updated on Tuesday, 24 April 2012 20:14
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