21
June 2019 Speaker Series
Dr. Neil Badlani: How a Houston-based spine surgeon
plans to optimize direct-to-consumer marketing &
other key growth areas
By Laura Dyrda
N
eil Badlani, MD, is a minimally invasive
spine surgeon in Houston, practicing at
e Orthopedic Sports Clinic, an affiliate
of Houston-based Nobilis Health.
Here, he discusses how his practice will evolve
over the next few years.
Question: How do you plan on growing
your practice over the next two to three
years?
Dr. Neil Badlani: We plan to grow our practice
through continued direct-to-consumer market-
ing. Healthcare is becoming an increasingly
consumer-driven industry. Patients have access
to healthcare information everywhere, are more
educated about their healthcare choices and they have higher expecta-
tions and want to be active as long as they possibly can. Healthcare
dollars are also being shied more toward our patients in the form of
higher deductibles and co-insurance payments. is trend of con-
sumerism in healthcare is not going away, and physicians should be
equipped to handle it.
As physicians, it is our responsibility to educate our patients with
accurate and comprehensive information about their conditions and
treatment options. Direct-to-consumer marketing is an increasingly
important way to provide that patient education and an opportunity for
physicians to grow their practices for continued success.
e best opportunities in our market are to continue to become a
comprehensive healthcare provider. Offering a full gamut of services
including physical therapy, advanced imaging and surgical facilities
allows us to control the patient experience from start to finish and pro-
vides significant ancillary revenue streams. Strategic hospital alliances
can help our independent practice facilitate this growth and provide
this complete array of healthcare services.
Q: In what ways are you seeing technology and implants
change? What are the smartest developments
on the horizon?
NB: I believe the most significant advancements in spine
surgery in the next decade will be in the areas of naviga-
tion, robotics and biologics. Better systems for navigation
and robotics are already changing the way we do spine
surgery by increasing accuracy, precision and safety and
decreasing our exposure to radiation.
e greatest potential for advancement comes in the area
of biologics. Performing a successful minimally invasive
spinal fusion requires the use of powerful biologics to stim-
ulate bone growth through smaller windows. Regenerative
biologics such as stem cells have the potential to revolu-
tionize the field by preserving disc health, and we are just
starting the process of discovering the best technique and substance to
make this a reality.
Q: What role do you see outpatient surgery centers play-
ing in the orthopedics and spine field in the future?
NB: Outpatient spine surgery has grown dramatically over the last
decade because of significant clinical and economic advantages to
patients, physicians and the healthcare industry. Improving technol-
ogy, increased patient and physician satisfaction as well as a desire to
control healthcare costs are key drivers of this growth. Patients prefer
outpatient procedures because of the increased convenience and qual-
ity of care.
Physicians benefit from the efficiencies of the outpatient setting and
potential profit from ownership. e healthcare market continues to
evolve because of ASCs providing a disruptive innovation to the exist-
ing industry structure. Shiing site of surgery to the outpatient setting
leads to an overall decentralization of healthcare and significant cost
savings opportunities. e trend toward moving spine surgery to the
outpatient setting will continue as patients and physicians become
more comfortable with the process and evidence continues to show
excellent outcomes, low complications and economic efficiencies. n
Where to invest your spine business:
3 Qs with Dr. Nitin Khanna
By Laura Dyrda
N
itin Khanna, MD, is a fellowship-
trained spine surgeon with Spine Care
Specialists in Munster, Ind.
Dr. Khanna focuses his practice on minimally
invasive spine surgery and advanced fusion
techniques as well as motion preservation in
spine surgery. Here, Dr. Khanna examines
the biggest opportunities for practice growth
and where he sees technology changing in the
future.
