When Vishal Lal, CEO of Advanced Pain Management, says his physicians are "interchangeable," he means it in a good way. Because all APM physicians embrace the same clinical protocols, patients can expect the same level of care no matter which physician they see, said Mr. Val, speaking at the 9th Annual Orthopedic, Spine and Pain-Management Driven ASC Conference in Chicago. He added that patients can get an appointment right away because they do to have to see one particular physician.
This fits APM's philosophy that "the patient is king" and fulfills its goal to be a well-recognized brand name, buttressed by extensive advertising. Patients should be seeking out the practice rather than a particular physician, Mr. Val said. APM is the largest pain group in the United States, with 27 physicians at 37 clinics and 10 affiliated ASCs.
Mr. Lal plans to expand APM to new sites. The latest opening was the practice's first site in Minnesota. He is mapping out a prudent but ambitious expansion, using private-equity financing, an unusual step for a practice and more like the corporate world. But unlike the employment model of corporations, APM physicians are co-owners of the organization and have a stake in its success, Mr. Lal said.
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