Orthopedic and Sports Institute.com - Healthy shift in career focus


HEALTHY SHIFT IN CAREER FOCUS
Q You moved from Plexus Corp. to this medical facility. What kind of transition has that been for you? A It's been an interesting transition and one that I enjoy because it allows me to focus on elements that impact patients' lives. It's been about customer service, and whether you do that in a manufacturing setting or in a medical setting, it really isn't that much different. Q Were you dealing with customers at Plexus? A It was business-to-business relationships, on more of an international scale. I was traveling quite a bit. This was an opportunity to do business on a more local level. Plexus was a product realization service company, so they'll take your idea from concept through prototype and new product introduction into volume manufacturing. What they found was there was value added in integrating those services, as opposed to having one person do the design, another do the prototyping and a third doing the manufacturing. You have one integrated entity doing all of those things together. That is the similarity we have here. It's the integrated operating entity. Q So you describe this as a one-stop shop? A We have all the functional requirements to see patients from initial consultations through diagnostic imaging, treatment plans — if physical therapy or surgery is required — as well as ongoing care with physical therapy follow-up or orthotics if any bracing is required. Q What were the primary differences between your old job and this new one? A There are certain differences I had to come up to speed with, notably the government regulation issues. You've got to take into consideration certain privacy issues. Q What are patient demographics? A There's a fairly mixed demographic. We are getting more of the folks who need care as they're aging. But we're also seeing folks who are younger with issues. In their 40s and 30s. They're more active, wearing out body parts and need attention from our surgeons and physical therapists. It's clearly a market that's growing in the baby boomer area, but it's migrating downward. Q Sports injury is a smaller segment of the business? A It's small but significant. We haven't really marketed ourselves as effectively as we could in that area. We view that as an area of growth. Q You don't have an emergency component here, do you? A We don't at the moment. But urgent care is something we've looked at. We're looking at extending hours to accommodate those types of issues. Q Beside management of the facility, how are you handling new business development? A What I'm trying to understand are different opportunities for us to seek referrals from the local physicians or local medical community for our services. We're trying to seek relationships with local employers for workers compensation issues. In the state of Wisconsin, workers compensation allows workers to see the physician of their choice. There isn't any restriction with regard to insurance provider. We're also pursing various athletic groups, sports teams and athletic directors to let them know our staff is available for specific programs or events they may have, or on an ongoing basis preventing injuries or addressing them when the occur. We're also interested in working with the chiropractic community when they see issues they can't treat. Q The three different orthopedic groups that formed this institute one year ago had existing practices. How is business going here so far? A It's going well. We're hitting our expectations. Our eight physicians are well established in the community. The physicians own the facility — the building itself, the surgery center and the imaging center, the MRI. A ninth physician serves as medical director. Q In essence you're heading up a facility that houses eight entrepreneurs. That's a challenge. A The challenge in dealing with any strong minded individuals — and entrepreneurs are that — is getting consensus and making certain they appreciate the business issues. The nuts and bolts behind the scenes. I bring along the practical business side of things. Curt Kubiak Title: Executive director of the Orthopedic & Sports Institute of The Fox Valley Type of business: Medical facility offering outpatient surgery and therapy for sports and work injuries, musculoskeletal issues. Address: 2105 E. Enterprise Ave., near the U.S. 41 and Ballard Road, on Appleton's north side. Background: Age 36, previously worked at Plexus Corp. for 14 years where his last position was director of costing Appleton native now living in Neenah has master's degree in business administration from University of Wisconsin-Oshkosh. How long with Institute: Three months. Staff at facility: 100 doctors, nurses and administrative support employees. Web site: www.orthopedic andsportsinstitute.com Innovator insights on switching fields: "These are visionary people. The energy and passion the folks here have, as an entrepreneurial company, are contagious. It has given me a shot in the arm." Challenges "The scale of the business attracted me. I like the building process. Here I am in a growing industry in a unique operating setting with a business model that I'm very familiar with. If we execute properly, we can certainly grow this business into something that's got long-term longevity."
Orthopedic & Sports Institute • 2105 E. Enterprise Avenue • Appleton, WI • www.osifv.com

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HEALTHY SHIFT IN CAREER FOCUS