A Seattle surgeon starts a business delivering talks on how to navigate the health care system.
Name: Vicki Rackner, MD
Specialty: General surgery
Location: Seattle
Business: Medical Bridges. Firms hire her to deliver
presentations to employees on how to be
"better-informed consumers of health care" and how to
interact more effectively with doctors.
Annual revenue: She has been in business for just a
month, but she expects to make "at least a surgeon's
salary." in the first year. Seminars cost about $5,000 for a half-day
presentation, regardless of the numbers of participants.
Why she started the business: Dr. Rackner spent five
years practicing surgery but found she enjoyed giving
patients advice on how to use the health care system
more effectively. In August 2002 she started charging
for her guidance, and recently she decided to do
lectures at workplaces.
Topics include how to ask doctors to spend more time during an appointment;
how to choose the right doctor; how to sort out reliable medical information
on the Internet; how to prepare for a medical appointment; and how to spot
medical errors while hospitalized. "Health care is about making a series of
choices -- weighing risks, benefits and alternatives," she said. "I'd like
ultimately to give people information about making good, informed choices."
Why she left her practice: "This is my calling" she said. "This is what I love
doing, and what I've always loved doing -- helping empower patients."
Words of wisdom: "Have an honest assessment of your business and
marketing skills and then get the help you need to fill in the holes. Many
doctors think they can do anything. But running a business is its own art."
Copyright 2003 American Medical Association. All rights reserved.
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