Nov. 18, 2004
IN
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On the cover: Humboldt Radiology's
Dr. Abe Pera, top right and Michael Purvis, St. Joseph-Humboldt
county CEO, bottom right. Photos by Bob Doran. Altaire promotional
photo of MRI unit in background, courtesy Hitachi. Image of abdomen
courtesy of TeraRecon, Inc.
by HANK
SIMS
LATE LAST WEEK, DR. ABE PERA
took a tour through the still-unfinished 11,000-square-foot building
he and his colleagues in the Humboldt Radiology group are constructing
on Buhne Avenue, just down the hill from their soon-to-be-former
partners at St. Joseph Hospital.
Pera, a soft-spoken, serious
man, is one of the county's premier radiologists, the doctors
who interpret X-rays and other types of medical tests in which
pictures are taken of a patient's insides. As he walked through
his group's new facility -- the county's first "imaging
center" dedicated solely to the practice of his profession
-- his enthusiasm superceded the failed negotiations over this
building that led St. Joseph to break off its ties with Humboldt
Radiology, ties which had stood for some five decades.
"We're bringing in equipment
that is completely new, that's not available in our community,
and we're very excited about it," he said.
Gee-whiz medicine
Humboldt Radiology's new facility, which is slated
to open in January, will contain several state-of-the-art machines
never before seen in the county. In particular, Pera is excited
about their new magnetic resonance imaging (MRI) machine, which
features the most powerful magnet on the market. Unlike the last
generation of MRI machines, it is open to the air; patients are
not required to lie in a claustrophobic tube while the machine
takes its pictures. The group is also buying an advanced CT (or
"cat scan") device. The two devices will be able to
perform tests previously unavailable in the county.
[photo at right:
Dr. Abe Pera shows off his group's new Open MRI machine, a high-powered
Hitachi Altaire., pictured in Hitachi Medical Systems promotional
photo below.]
But diagnostic equipment is
only a small part of the advanced technology the group will be
using in the new facility. Every piece of machinery, down to
the lowly X-ray machine, will be digital. Computerized pictures
will stream from the machines over to the central server, where
the radiologists will read the images with the assistance of
software designed to catch areas of concern -- for instance,
spots in a mammogram that could indicate the beginnings of a
tumor. Additional software will be able to make three-dimensional,
full-color models from the images, detailing bones, blood vessels
and organs in minute, beautiful detail. At any time -- minutes
or years later -- doctors will be able to log onto the server
to retrieve their patients' exams, along with the radiologists'
comments and diagnoses. Photographic film, which is still used
in every other facility in the county, will be a thing of the
past.
Taken together,
the new machinery and the software that helps interpret images
will allow Humboldt Radiology to perform many types of medical
tests in safer, less invasive ways. An angiogram -- a type of
test used to detect hardening of the arteries -- usually requires
a doctor or technician to insert a catheter directly into an
artery in the patient's leg. There is always a chance that the
doctor might rip the artery. With the new equipment, though,
Humboldt Radiology will be able to do the test without the catheter,
making the procedure next to foolproof. Also, the group will
now be able to use safe ultrasound equipment in some procedures
that formerly required X-ray radiation. And the test results
will be more precise than those taken by the outmoded, invasive
techniques.
The center, which will change
the way medicine is practiced on the North Coast, cost Humboldt
Radiology around $7 million to build. But that's not the only
price they've had to pay.
As of Dec. 1, the group will
lose its longstanding job providing services to St. Joseph. The
hospital, which had spent two years negotiating unsuccessfully
with the group to find an way to share ownership of the new facility,
declined to give the radiologists a new contract. Instead of
being partners, the two will become competitors -- a move that
has rent the local medical community. Some doctors argue that
it's time to assert their rights to a hospital that they
say is standing in the way of progress.
The new Humboldt Radiology imaging center under construction.
Germ
of an idea
In the last few years, according
to Pera and Dr. Greg Holland, another Humboldt Radiology partner,
two different investment groups affiliated with other imaging
centers had come to them with offers to hire them to staff a
new facility in Eureka. Humboldt Radiology turned them down on
both occasions. There was always a chance, of course, that the
outside groups could recruit doctors to staff a new center, but
the chances were slim -- nationwide, qualified radiologists are
in short supply.
Though they didn't accept the
offers, the idea stuck in the heads of the radiologists. They
felt that a center would eventually be built in the North Coast
whether they were a part of it or not, and they decided to preempt
the competition by building it themselves. They didn't take the
plunge lightly, as imaging centers are expensive to build from
the ground up. But they relished the idea of being able to run
their own center -- to be able to choose their own equipment
and to provide top-end service at a reasonable cost. They felt
that St. Joseph had fallen short on both counts of late.
Nevertheless, the group and
St. Joseph entered into negotiations early on on how they might
partner on a new center. St. Joseph had access to capital that
the radiologists did not. Talks with the hospital continued while
the group went ahead with its plans.
Michael
Purvis, CEO of St. Joseph-Humboldt County [photo at left] ,
said last week that for his part, the hospital was interested
in bringing a new imaging center to the North Coast, as it would
fill a critical need in the community.
"I think the community
needs a good outpatient facility for providing imaging care,"
he said. "I think that's absolutely a positive. The hospital's
commitment was to find a way to do that in a collaborative way
with Humboldt Radiology."
In most of the country, when
you need an X-ray, a CT scan or an ultrasound, you don't go to
the hospital. You go to an outpatient radiology facility, also
known as an imaging center.
Cheryl Proval is the editor
of Imaging Economics, a trade journal serving the radiology
industry. She said that there has been a boom in imaging centers
over the past 10 years -- from 2,188 nationwide in 1993 to 5,450
today. Entrepreneurs have found imaging to be one of the few
profitable sectors in medicine today, and have rushed into the
business, sometimes in partnership with doctors' groups or hospitals.
"In a lot of markets, there
are MRIs on every corner," Proval said. "It's extremely
competitive." She expressed surprise that Humboldt County
did not have a full-service imaging center already. The
only thing that comes close is the few, relatively low-tech machines
that Humboldt Radiology has in its current office.
There are many reasons why a
separate imaging facility for outpatients -- people not admitted
to the hospital -- makes sense. A person who need an X-ray can
schedule an appointment a few days in advance and be sure that
she won't be forced to wait while critically ill patients bump
her to the back of the line. She won't have to share a waiting
room with people who may be sick or infectious. And centers can
generally provide services cheaper than hospitals can, as will
be the case with Humboldt Radiology.
Irreconcilable
differences
Over time, it became clear that
hospital and the radiologists each wanted different things. The
radiologists wanted to maintain majority ownership in the imaging
center, for three reasons -- control over staffing, control over
equipment purchases and control of pricing. They insisted on
these things because they wanted to address some of what they
felt were management problems that had arisen at the hospital
over the years.
In particular, the radiologists
were disappointed at St. Joseph's record in buying upgraded equipment.
They disliked having to work with old machines -- one of their
main motivations for building a center would be to get state-of-the-art
equipment to serve their patients, and they didn't trust St.
Joseph to put out the continual capital investment required to
keep up to date.
Secondly, they believed that
St. Joseph charges far more for radiological services than they
actually cost. Outpatient facilities are much cheaper to run,
and so they can charge less. But if the hospital were to set
prices at the facility, they might also keep them high so as
not to compete with their own, in-hospital services.
On the other hand, St. Joseph
thought that it needed to maintain ownership of the center in
order to protect its revenues. Radiology is one of the most profitable
segments in the hospital, and it felt it needed to protect the
business in order to subsidize other, less profitable or unprofitable
services.
In its last offer, made this
summer, Humboldt Radiology proposed giving St. Joseph a 49 percent
stake with 80 percent of the profits. The hospital said no. The
radiologists' lawyer, whom they had paid $30,000 to represent
the group during negotiations, advised the radiologists to abandon
the idea of a joint venture with the hospital, saying that "the
parties are miles apart in their vision for the imaging center,"
according to a letter she wrote to the group. In August, the
radiologists told St. Joseph that a partnership did not appear
feasible, and that the group would go it alone.
The radiologists offered to
continue to work at St. Joseph, but from the hospital's perspective
they had become competitors. The hospital instead decided to
pursue a completely different course, hiring a new group from
out of town and employing "teleradiology," in which
pictures are sent overseas to be read by radiologists licensed
to practice in California but living in other countries. (Humboldt
Radiology's staff has pledged to step in and provide services
to the hospital if it is not able to get its new system up and
running in time.)
"We were stretching, trying
to find that win-win," Purvis said. "I'm disappointed
we didn't find it, I really am. Unfortunately, there were no
other alternatives to consider. So we agreed to move down the
path of competition." He said that the hospital would be
getting new equipment that would be "extremely competitive"
with the imaging center's.
Bad
blood
For many local physicians, St.
Joseph's decision to back away from partnering with the radiologists
on the new center -- and, perhaps more importantly, to refuse
to keep them at the hospital -- was a shocking and troubling
turn of events. First, St. Joseph was replacing tried-and-true
professionals with radiologists unknown to the local medical
community -- including temporary workers, at least at first.
Earlier this year, a survey of doctors who work at the hospital
gave the radiology department the highest satisfaction ratings
out of all the services St. Joseph offers. To some doctors, firing
Humboldt Radiology felt like a betrayal of their patients' right
to the highest quality medical care available.
In September, Dr. Nathan Shishido,
an orthopedist, wrote a letter to Purvis expressing his great
dismay over the hospital's loss of Humboldt Radiology's services.
The letter, copies of which were sent to many local physicians,
excoriated St. Joe's management team for choosing "the bottom
line" over the professed values -- dignity, excellence,
service and justice -- that hang on its walls.
"Your momentous decision
will mean imaging mediocrity at the hospital in the best of circumstances,"
he wrote. "At worst, your decision does it great harm To
the extent that I represent the hospital as a member of the hospital
staff there is no doubt in my mind that you have chosen a very
rocky and risky course, the results of which will be very difficult
to undo."
Shishedo's
reaction was mild compared with that of Dr. David Ploss, a cardiologist
[photo at right] . Frustration with what he characterized as St.
Joseph's monopolistic tendencies prompted Ploss to write a call
to arms in this month's issue of the Humboldt-Del Norte Medical
Society's newsletter. For him, St. Joseph's heavy-handed dealings
with Humboldt Radiology was the last straw -- the most recent
and egregious example of a hospital that seems to him bent on
dominating the local medical community to its own economic advantage.
"What can you do to reverse
this course?" Ploss wrote to his fellow doctors. "You
can make it hurt when the hospital doesn't treat you as a customer.
You can direct business away. You can damage their image and
you can interrupt their funding from outside sources. Your patients
are more likely to believe you than the hospital."
Ploss said last week that in
other areas of the country, hospitals treat physicians as customers.
They strive to provide the best service possible for doctors
and their patients. Hospitals know that physicians have the option
of moving their patients elsewhere. That used to be the case
in Humboldt County, he said, before St. Joseph bought out Eureka's
General Hospital in late 2000 for around $30 million -- a vastly
inflated sum, he and many others believe, spent simply to put
the competition out of business.
Nowadays, Ploss said, St. Joseph
has grown accustomed to being the only game in town, and it expects
its staff to toe the line. Morale among the medical staff --
the nurses the hospital employs and the physicians who use its
facilities -- is at an all-time low, to the degree that nurses,
some of whom have worked at the hospital for decades, voted to
unionize last year. The break with Humboldt Radiology is emblematic
of the hospital's treatment of medical professionals as "cogs
in a machine," Ploss said. He thought it was time to fight
back.
"Nobody is obligated to
unilaterally disarm," he said. "For the physicians
to unilaterally disarm and for the hospital not to do so is crazy.
The hospital will always do what is in its best interest -- which
is generally not in the best interests of the patients."
Purvis disagreed. He said that
given the size of the market on the North Coast, there was really
only room for one full-service hospital, and that having all
different types of medicine available was what patients needed
in a remote area such as Humboldt County.
"If we want a hospital
that has a wide scope of service, that includes cardiac care,
advanced cancer care, neurology, orthopedic care, urology --
a remarkable level of quality and scope for a community this
size -- it takes some patient volume to make those services happen,"
he said.
Actual high-resolution
images of the type that Humboldt Radiology will soon be able
to produce.
From left to right: an abdominal aneurysm, a fractured tibia,
a segment of spine, and pulmonary vessels.
Images courtesy TeraRecon, Inc.
Going
it alone
Purvis said he had a great deal
of respect for Humboldt Radiology and was "very sad"
that they couldn't reach an agreement. He estimates that the
imaging center will cost St. Joseph around $20 million in revenue
over the next 10 years. He said that there would have been a
nearly equivalent loss even if the hospital had partnered with
the radiologists on their terms. Such a blow to the hospital
wasn't necessary, Purvis said; he disagreed with the idea that
an outpatient facility was coming to the North Coast whether
or not the radiologists or the hospital wanted it.
"I don't agree with the
premise that it was inevitable that we'd have an outside interest
come into this community and set up an imaging center,"
he said. "Certainly there was some potential of that, but
it was extreme. There would be some outside interest in doing
that, but I don't think it would happen unless the local physicians
were willing to support it."
Meanwhile, the five doctors
who make up Humboldt Radiology have made enormous sacrifices
in order to bring their dream of using modern, up-to-date equipment
to serve Humboldt County to fruition. They have mortgaged their
homes, Pera said, and taken out loans against their retirement
savings, in addition to receiving bank loans in order to finance
their new center. But just a few weeks before the center is set
to open, while St. Joseph scrambles to organize its response,
Pera and his colleagues were eager to get down to work.
"We're going to do fine,
the hospital's going to do fine," he said. "What we're
really excited about is bringing in this new equipment. We think
we're going to be a real service to the community. Our commitment
is here, and we're going to have the top-end equipment."
Most people preparing to enter
into competition with more powerful business rivals wouldn't
be so sanguine, but Humboldt Radiology has many assets to capitalize
on: its superior technology, the reputations of its radiologists
and lingering resentment toward St. Joseph in the physician community.
To say nothing of price. Pera
recounted an experience that a friend of his had a few months
ago. The friend's son had injured himself playing sports. A doctor
recommended that the son get a CT scan. A few weeks later, he
received a bill from St. Joseph for $3,600 -- money that his
insurance company would not pay. Stunned at the price, the man
was able to haggle St. Joseph administration down a few hundred
dollars, but left the exchange resenting the hospital.
Pera said he and his colleagues
hadn't run the precise numbers yet, but they were reasonably
confident that even with state-of-the-art equipment, they would
be able to charge just about exactly what St. Joseph charged
for a CT scan four years ago, before the General Hospital buy-out:
$1,200.
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