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Fertility Patient Relations

130: Does First Class Service Win in the End? with Terry Malanda

On this episode of Inside Reproductive Health, Griffin Jones chats with Terry Malanda about patients’ freedom of choice. Terry, the owner of Mandell’s Clinical Pharmacy, believes that customer service is the North Star for long-term company growth. With all the consolidation happening, Griffin and Terry explore the current state of how consumers make their pharmacy decision and future trends on what will impact that decision.

Listen to the full episode to hear:

The debate on freedom of choice for patients to choose a pharmacy Why pharmacies can and should be providing additional services to patients, including benefits coverage and discount programs How consolidation of fertility clinics is reducing the choice that patients have when it comes to pharmacies and other services Why some pharmacies outsource their compounding, and what that means The virtuous cycle vs. the vicious cycle of customer service

Terry’s Info:
Website: https://www.mymandellspharmacy.com/meet-the-staff/

Twitter: ​​https://twitter.com/mandellsrx

Linkedin: https://www.linkedin.com/in/terry-malanda-09ab9528/



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Inside Reproductive Health is sponsored by EngagedMD. For technology that educates your patients with true informed consent, visit engagedmd.com/IRH for 25% off your implementation fee.


[00:00:51] Griffin Jones: Freedom to choose in Inside Reproductive Health. I like stirring the pot, but that one we'll save for another day, but you're probably already writing to Engage MD to cancel my sponsorship depending on wherever you're coming from in this sphere, Terry Malanda's probably like what the heck?  Griffin had to introduce her podcast episode like that?

I did. I couldn't resist. We're talking about the freedom of choice for patients to choose what pharmacy they want to use among other things. We're talking about the freedom of choice for patients to choose what they want to choose and what that's like in the fertility space, with all the consolidation happening, reducing that choice that patients have when it comes to pharmacies and other services.

Pharmacies can and should be providing additional services to patients. At least according to my guests, including finding out benefits, coverage, and finding out discount programs, some pharmacies outsource their compounding. And we talk about the implications for that. And we talk about the virtuous cycle versus the vicious cycle of customer service.

My guest for today is Terry Melanda, co-owner of Mandell's Pharmacy. And we talk about all of this and more from a woman in business who has been here before. We've seen a lot of women as principals of their companies, and I was very happy to have her on the show, and I hope you get something out of the conversation.

And I look forward to your feedback. I know you'll give it to me, whether I want to hear it or not. Enjoy this episode of Inside Reproductive Health with Terry Malanda. Mrs. Malanda, Terry, welcome to Inside Reproductive Health. 

[00:02:37] Terry Malanda: Thank you, Griffin. It's my pleasure to be here. It's great to see you. 

[00:02:40] Griffin Jones: It's about time to have you on because you know that you're a good speaker and if people know you, they know that sometimes you're a little shy about, but I just thought of a couple years ago, Mandell’s sponsored a virtual event that we did.

It was a patient facing event. It was a virtual fertility conference. This was actually pre-COVID and, and, and you recorded your presentation, and my employees were like, she's so good. And I was like, she is so good. Somebody needs to tell her that. 

[00:03:08] Terry Malanda: Well, well thank you. I appreciate the compliment.

I know I spoke at a public event, and I remember I brought a speech that I have prewritten, and then once I was there I just after hearing stories and patient stories, I just ripped up my speech and, and I winged it. So, thank you. I appreciate that compliment. 

[00:03:25] Griffin Jones: Sometimes it's just like, you know, it's like having the seatbelt there, even though you're not gonna need it.

Right. And then you end up having a good conversation or a good talk or in the case of when I do, presentation, as soon as I see somebody's eyes, then I can go into a different headspace. And I become a better talker. At least I do from my vantage point who, who knows if the audience agrees or not.

[00:03:48] Terry Malanda: I think it's from the heart. I think when you speak from the heart, it's, it's a lot more genuine and I think that's what you do on your podcast. That's why we enjoy listening to them. 

[00:03:56] Griffin Jones: Well, and that's why I wanted to have, when I wanted to just get kind of a State of the Union of what's going on in pharmacy, that you were the person that I thought of just to, to speak of, of what's going on.

We haven't had too many discussions on this show about pharmacy, and, because partly, Terry, because I don't know what the doctors, like, really should know and, and versus like, what's what, what might just be boring or incidental information to them. So can you kind of just give us like if you, we were at PCRS and a doctor was sitting down with you, and just said, like, Terry, like what's going on across the pharmacy field right now? How would you start with a really open-ended question like that?

[00:04:40] Terry Malanda: I think I would probably first back up a little bit and let them know how important it is to choose the right pharmacy, or for the patient to choose the right pharmacy. We're only a small part of the infertility picture. Obviously,  the doctors have a lot more interaction than the nurses and, and a lot more to say and, and decide, but dealing with at the right pharmacy who truly understands what the patient is going through understands the role of a pharmacy, and how to best help a patient navigate through that portion of the journey, I think is really important.

So I think I'll probably stop start there. Then if you're asking about current events, I'd probably address the fact that there is so much consolidation happening and how it's changing it. Pharmacy's always changing. Always. The landscape is always changing, but right now there is a lot of consolidation.

There are a lot of companies that are buying out pharmacies and creating different models. Not that they're better or worse, they're just different. And I probably, you know, have a good discussion about that with a doctor, but I think the important thing when choosing a pharmacy is to make sure that the staff is very dedicated, that they're passionate about what they do.

And that the patient is gonna be in really good hands, pay a really good price, and have the support necessary, both educationally and frankly, emotionally from a pharmacy. That's gonna understand that. I always say that we and my family, we went through two things. We went through cancer. 

Thank God my husband survived the bone marrow transplant in 2005, but we went through infertility in the 1990s, and they are both catastrophic illnesses. And, I think that no one who hasn't experienced it and dealt with it for a while, really understands just how disruptive infertility is in the life of the patient and, and the couple and the relationship and the finances.

And I believe that having a pharmacy who even just understands all of that is very important. And in order to do that, it can't, it has to come from the top and you have to have training the, the appropriate training and, you know, it has to come from the heart. I just believe that everything has to come from the heart and you're dealing with real people with real situations and a couple who are really struggling often just to get through this, and sometimes repeat treatments, et cetera. So, to go back to a pharmacy, I think it's just important for doctors to really know their pharmacy, understand what a pharmacy is, and how much a pharmacy can do for them. Our tagline is sort of, we make it easy for you, so we try to help as much as we can the clinic and the patient.

So it's really teamwork that happens when a patient uses us. So I don't know that all doctors know that I think that many do and many appreciate it, but I'm not sure that all of 'em understand it. 

[00:07:26] Griffin Jones: Well, maybe we take the angle down. What can a pharmacy do for them? Because if I'm playing devil's advocate, Terry and I'm the CEO of a, a, a large network that has just consolidated a number of clinics, or even if I'm not, even if I own a practice and I'm the single provider and I'm thinking, well, like, choosing the right pharmacy's, like, yeah, I understand that some people may have more heart than others and, and some people might be able to do a little bit customer service, but at the end of the day, it's, it's the drug- getting the drugs to the people. And I wanna just get it to them for as cheap as possible, because the drug companies’ charging them a lot.

I'm charging them a fair amount, and I wanna just get them as cheap as possible. And so I'm gonna refer to whoever and, or they can choose whatever pharmacy they want or, or will use one that this private equity group has told us is gonna be cheaper across the scale, whatever it is. So you know, I'm coming with a commodity. 

What is it that the pharmacies could actually be doing for them?. 

[00:08:26] Terry Malanda: Well, I'll tell you what we do. And I know that we actually do the things that we say we do. For example, as soon as the patient starts out with us, we give 'em a full education on what to expect next. We also always, if the patient has any medications in their order, that qualify for discount programs, we encourage them to, we tell them we educate them on the discount programs and encourage them to apply because you never know the discount programs we happen to be, if we're always the number one pharmacy. For the discount program that our company runs with Toronto with compassionate care. I think there's been a consolidation of several pharmacies, and now we're kind of neck to neck, but I know that that is a result of all the education that we give patients.

We apply coupons. We're always looking out for the best price. We always offer the best price. And when we offer a price, we don't increase one thing to decrease the other. We have never done that. We're very proud of the fact that we're very transparent. With our pricing and kind of stay away from what I call gimmick.

Because I think the fertility patient has plenty to deal with and to have to try and figure out the very complex world of pharmacy pricing. We assist the nurses tremendously. So the other thing we say to clinics is with us, let's fax it and forget it. So whether the prescription comes in electronically or via fax, we are gonna handle it from there.

We do absolutely everything from A to Z. And if the patient, for example, in the insurance company, if it's mandatory, a situation where the patient has to use their own pharmacy that is with their insurance company. And we determined that the coverage is there. We handle the entire transaction and we notify the clinic. So, this way the patient always knows what's going on and the clinic always knows what's going on. We also try to work and really customize services for the clinic. So if you're a new clinic with our facility, we would ask things like, how do you prefer to be contacted?

You prefer email. Do you prefer to leave a phone call, get the right contact people. And we really do a lot of work up front to make sure that we're maximizing their time, not interrupting as much as we can and making it easier for the staff at the doctor's office. ‘Cause nurses work very hard, and doctor’s time is very limited.

We are fully aware of that. So we have an entire prior authorization department. We make sure the patients get their orders. And if the patient, if there's some sort of a delay, we make sure that we're contacting the doctor's office and contacting the patient and they, and trying to figure out a dose for that day.

And we're very highly successful at that. That usually happens like if in a very bad storm, I mean, I'm sure every office knows that sometimes when the weather gets in the way you, you're not able the patient is not able to get it, but we also, that's another thing we do. We watch the weather across the country.

And so when we see bad weather coming, we anticipate that we have a way to contact all the patients and get their order out either before the storm or after. So we do a lot of behind the scenes work and that takes a lot of service. It takes a lot of employees and, quite frankly, it's expensive.

But as far as providing those services. If you compare our pricing to other pharmacies who may not provide exactly the same degree of service, we're usually, if we don't beat 'em, we're right in that ballpark. So, I just believe that service matters to a patient. I was a patient, my husband and I got into infertility because we couldn't conceive, we had trouble.

I was 28 when I started trying, and I got pregnant when I was 34. So you know, it was, I dealt, we didn't do infertility back then. And I dealt with a different pharmacy, and I just was not very happy with the level of service, being a pharmacist, myself. I knew what you can do for patients. And so we just decided to specialize in infertility.

I mean, we were very lucky. We did a frozen embryo and that worked, and then our, daughters, they're 20 months apart. And she came without any help, which is amazing. So we have two miracle children who are grown now. And we absolutely are passionate, and we love doing what we do, and we love the feedback we get as far as how much we help the patient, and frankly how much we help the clinics.

And I'd love for you to interview some of the doctors that use us and, and ask them that question, because I'm pretty sure that they would vouch for everything I'm saying. 

[00:12:43] Griffin Jones: Well, I know that if I interviewed different pharmacy owners, though, that they would say the same thing. So give me a couple of tangible examples of what practice owners should be looking out for, like, the level, like the specific service that makes a difference either in the care that the patient is receiving, or that is reducing staff burden. Because I don't know if Duane Read is still in business, but if they are, and I'm the CEO, let's pretend they are.

And I'm the CEO of Duane Read, and decide, we're gonna launch a specialty pharmacy infertility that my executives are saying the same thing. And I'm saying the same thing about the quality of service. And we got the best quality of service. And so what are the actual, like, what are as tangible as you can get?

What are those things that, that make the difference for patients and staff?

[00:13:34] Terry Malanda: Well, to be honest, any pharmacy, and I said this to doctors when I visit them and I'm trying to get them to prefer patients, any pharmacy. You're absolutely right at the beginning, you, you have a box of medication, you put a label on it and you, and you either ship it or get it ready for the patient’s pick up.

Right. Apparently, on the outside, pharmacy should be very simple, but it's all of the services that I've detailed. And it's not just saying that you do it, but actually performing the service and actually getting involved in solving the problems and the issues and the little idiosyncrasies that come along with, if the patients enduring their cycle.

For example, one of the things that we do that I'm, I don't know, you know, I'm sure maybe other people do, but I don't know. We take a complete history and we actually preface that to patients by saying that this is the only thing that we're filling for you. So we need to take, we're gonna ask more questions than your typical neighborhood pharmacy, because typically when you go to a neighborhood pharmacy, They wanna know your name, your address, your allergies.What's required by the board. 

We go a lot further than that. We take a complete history of medications that they're on, and we also take a complete medical history. And we had had patients who have had conditions where they really shouldn't get a cycle, and, but they forgot to tell their doctor. And we have one particular patient, this was probably the best story we've had about six or seven, but, well, the best one was, we had a patient who had, had an estrogen-independent cancer. And when the pharmacist reviewed her initial information, she reached out to the patient and said, did you discuss this with the doctor? And she said, well, if she wasn't sure if she had discussed it, she had, if she had been specific about the type of cancer she had, so she actually had to call her clinic back.

It was, it was a long issue. So what ended up happening is about a year and a half later, she called and spoke to one of our pharmacists, the one who had called her, and she called and said to, she called, thanking her for saving her life, because what happened was she delayed treatment while she was getting all of her treatment.

And her cancer came back without having started any treatment. So she had a three year old who was a naturally conceived child. And she said to our pharmacist that she shudders to think that, had she started treatment, she would've thought it was a treatment that caused her cancer to come back.

So we got involved in a clinical pharmacy. We do get involved on a clinical level as it pertains to medications. And also as it pertains to medical conditions And I think really a better answer to your question is that, you know, this, I hope this doesn't sound selfish, but it's what we hear from clinics.

A lot of people say they're gonna do what, what certain services, but then it isn't provided. For example, there are patients who have coverage. We call it hidden coverage because there are some medications that are not specific to IVF, and we can run those through insurance, and we'll take the extra step of doing a prior authorization with the assistance of the physician's office.

And oftentimes that can save patients hundreds of dollars, but typically what we hear, and the reason we get referrals, is that sometimes those patients, if there's no infertility coverage, they're just cashed out. The benefit is not investigated. We have a team of four people who do just investigations for insurance.

So, I think it's a matter of providing the service that you say that you're going to provide. And our staff does that, and they do it really well. So, I'm very proud of our staff. Honestly, the training comes from the top, but it's there carrying out of providing the services that constantly give us great reviews.

And, and I think it's important for the doctor's office to be proud to recommend the pharmacy. And it's a reflection on them. So, we put a great deal of pride and dedication into our work, because we know that, at the end of the day, we're representing them as well. If we, you know, we're representing the judgment of that doctor's office.

And we take that extremely seriously. 

[00:17:38] Griffin Jones: So, that you're, you're kind of getting to my next question, which is, is it enough for the doctors to care? Because I believe that the patients care because they say they do, there's yours, and a handful of others, that have really good reviews.

And you can, you can see what patients are saying, the reason why, part of the reason why you're on this show and, and I would allow a couple other people in your space to, to be in your seat right now- but not everybody- but, and part of the reason why it's you is not just because I know I've known you and Eddie for years, and I know that you're awesome.

People, I've never been a patient. So I don't know about that, but I do know how to read what patients are saying. It's overwhelmingly positive. And so I believe that, okay, it's enough for patients to care, is all of that enough for physicians to care, Terry? 

[00:18:26] Terry Malanda: Absolutely. Because I think that. Doctors truly care about their patients.

I don't know if they understand just how important it is to recommend a good pharmacy, but I do believe that doctors wanna do the best for their patients. I mean, I come from a family, I'm the black sheep. I'm the pharmacist, you know, half my family are all doctors and I, I see it for myself. I mean, I can tell you my sister's a gastroenterologist.

I can't tell you how many times over my lifetime that she's, being a doctor, we've been at Thanksgiving dinner, and she gets a call. She has to leave and go to the hospital cause someone is bleeding and you know, it's not, I'll be there in an hour. It's medicine. It is an extremely dedicated career. I mean, I don't know if the general public truly has an appreciation of just how hard people have to work to become a doctor, how hard they have to study. And I do believe that doctors care very, very deeply about their patients. I just, I don't know that. And, and I believe that many of them do completely understand the difference that the right pharmacy can make. However, I just don't know if all doctors know that.

So I appreciate the opportunity, obviously, to speak to you, because you're asking really great questions. And if a doctor recommends a pharmacy and the assumption by the patient is that they're gonna be well-treated and well taken care of, and that they're not gonna run into a gimmick, or they're call is not gonna be unanswered, et cetera.

So we think about it. This is getting your medications, is, like, is like the -what do you call the pre- what do you call, like a movie?

[00:20:03] Griffin Jones: The trailer? It's the trailer to the movie. 

[00:20:05] Terry Malanda: Getting medication is almost like a trailer to what's about to happen, because a lot of times, you're preparing sort of, but getting your medication, that experience is almost a trailer of things to come.

And one of the things that we also focus on is the psychological aspect of pharmacy. So we try to soften the blow and we educate our patients. You're gonna get a box, it's got a lot of things in it. However, you're not alone, you're gonna use one thing at the same time. I'm sorry. One thing at a time, you're going to be guided by your nurse.

Any questions you can call the pharmacy and that, that sticker shock of, of just opening up a box and seeing a whole bunch of needles is quite scary. And we started to do something about that when Eddie, my husband who's really in-tune with so many things, it's unbelievable. He was looking on YouTube and he started to, he found videos of people opening their boxes and looking at everything that was in it, and the look of shock and horror on their face, and years ago, we started to do that where we, we prepared the patient for the opening of the box there, they can call the pharmacy, and we can go over all their medication with them.

That's offered. And we also include things in the package to, to just so the first thing they see is beautiful and inspirational. And I, and, and we, our objective is to make people smile a little bit and look forward to the treatment as a positive thing. Not ever give false hope, because I don't think anyone in this field ever does that, but certainly just start this journey, best foot forward, and do everything that you can do in your power to increase your success. And by that, I mean we try to prepare people to be prepared, to be a good patient, a compliant patient. Because I know that, years ago, we used to get a lot of patients who would call and say, I forgot what dose my nurse told me to get tonight. Now, a lot of things are electronic now, so that has reduced, but years ago, when everything was just paper and you got a phone call before three o'clock, or before four o'clock, people would forget to write them down.

And we started preparing people for that. This is what you can expect when your nurse calls. Have pen and paper ready, write it down so you don't forget. Look ahead. The next few days, look at your medications and anticipate your needs, make sure that you have what you have, a huge one is to have the trigger, the trigger shot.

In my opinion, my humble opinion, is the most important injection in the whole, in the whole course of treatments, because anything else, if a patient makes an error and under-doses or overdoses, you could probably the, the reproductive endocrinologist can fix the problem. You, either, you can work with that.

You do bloodwork and you can work to correct that error. But if you don't have your trigger shot, when at the moment and time that the doctor needs you to inject, that's a big problem. So that's another thing we honestly, we don't have that problem because we educate people to, even if you're paying cash, your trigger shot is your insurance policy that you did not just throw away the last 10 days of your life- treatment.

And we educate patients on that. And we do it in a way where they understand what the importance of it is, and they always purchase their trigger shot along with their medication. Because it's that important. And it's knowing all the nuances of infertility and the things that can happen, or the things that you can prevent, and the amount of education that we try to instill in our patients and in writing, and also verbally that matter.

[00:23:30] Griffin Jones: So, now physicians are trying to think, okay, there's, there's a difference between pharmacies. I guess I've been hearing this from my nurses, or from my staff, and, okay, I'm starting to see that. Maybe it isn't just ‘send this piece of paper out, have the meds come back’ and that there's more to it.

You talked about consolidation and some things being different because of consolidation on the clinic side, it makes me think of something my dad says “the more things change, the more they stay the same”. And sometimes I think like, oh, that's just a ridiculous saying that my dad says, but I can kind of see what that means when I'm thinking of clinics, like, more things change, the more they stay the same.

So what is in the last couple years, just at a high level, what's different in the pharmacy world, and what's the same with consolidation happening. 

[00:24:15] Terry Malanda: I think the only big difference I see as a pharmacy and consolidation is when clinics will lock in with just one pharmacy or two pharmacies.

And I think that that's kind of the insurance model, and anyone who's ever had to use mandatory insurance, it works great for many people, but then there be, you know, we're in America, we should have competition. It's not a one size fits all. And what I like to see is, you know, obviously we never go, shouldn't say never, but it's difficult to go back to the old days.

But I think patients should have the freedom of choice to compare and go to whatever pharmacy they choose. And a lot of times just by calling around for a price call they get a feel for who they wanna deal with. And I think that's, that's, one of the things that has changed in the pharmacy world a lot is the consolidation and then picking one, you know, one horse in the race.

Well, what if the patient doesn't have a good experience? How does that reflect on the, on the, clinic? So, I would, I always say, I'll compete with anybody. I'll put up my staff against any staff. And I would like to see an open market of just having a variety of pharmacies to choose from, and let us all compete.

But when, when people compete, the consumers win, and that's always been the case. I honestly, I don't think I can think of anywhere where, any instance where that's not the case. And as far as you probably shop a lot. So some people like Macy's more, some people like TJ Maxx, some people like Bloomingdale’s, and sometimes you need to go to different places to find out what you like best, but having the freedom to experience.

[00:25:59] Griffin Jones: I'm all Barney’s all the way, Terry.

[00:26:01] Terry Malanda: Are you? 

[00:26:03] Griffin Jones: No, not quite, but I like fooling people sometimes. 

[00:26:07] Terry Malanda: Well, I just took my son to buy some suits, I should have spoken to you, ‘cause I haven't had to buy a suit for my son in years, but he's in law school, so he needs suits now. So yeah, it's, I think that there's been a very big change in the consolidation now.

The interesting thing is going to be, to figure out what wins in the end. I'm gonna, I'm betting my horse on, I'm betting on the horse of service. I'm betting on service. I think that at the end of the day, patients are gonna want to be treated really well during such an emotional time, during a difficult time.

I mean, women are so strong. They really are. It's unbelievable to me that, I mean, I was a patient myself, and I was proud of the way I handled it. We're jacked up on hormones during this, and to be able to go through your everyday life and keep your calm, and be kind to others while you're jacked up on hormones, is not easy at all.

But I think that we're so focused on the goal of getting pregnant, that whatever they tell us to do, we're going to do it. And it takes a large amount of strength to be able to, you know, go through this treatment. And then, as a couple, I know that it puts a lot of stress on a marriage, or on a relationship, because it's all-consuming when you're going through it.

I think a lot of women have the same experience I did when I was trying to get pregnant, and it took us four-and-a half-years to get pregnant. When I was trying to get pregnant,  all I would see, wherever I went was pregnant women and babies. That's all I saw. It's kind of like, I always compare it to when you're about to buy a car, and if you're gonna buy a car and you decide that you want, I don't know, like blue Volkswagen, right.

And you, you're on, you're on the highway, that's all you see or you see, you know, that you're so hyper-focused on one thing, and what your chore is of finding one that that's what happened to me, at least. And I know I've, I've spoken to, I couldn't count how many women I've spoken to going through this, and they have the same experience when you first start out.

It's not as grueling, but once you’ve had a few, if you are lucky enough to get pregnant right away, that's fantastic. But if you've had more than one failure, it begins to really dawn on you this may not happen and I know that would. 

[00:28:25] Griffin Jones: And we're definitely starting to see, see this, this ability to choose service go away and that people might want.

So, because I'm going through all of this, I wanna be able to choose someone that's really easy to work with. That really adds value to the education that I need going through this. But I can't choose because this is the pharmacy that I have to use. And I'm thinking a lot of doctors are probably listening and saying, that's not my fault, Terry.

 I would, you know, I refer to a number of different pharmacies, but if they use this insurance company or if they use this employer benefits broker you know, unless there's a shortage somewhere else, whatever it might be, they have to use this pharmacy so where is like the strain on choice starting to come from?

Is it coming more from, from clinics being consolidated or is it more from a decrease in cash pay in the marketplace? 

[00:29:13] Terry Malanda: It's definitely coming more from the consolidation, from what we've seen now. There are also plans, as you mentioned, that are selecting just one or two pharmacies to deal within a network.

And I mean, we're in talks with all those companies. And I really feel like eventually will be allowed in because, as they grow, they'll have more needs for more pharmacies, and more, you know, treat more people and service more people. But I see it a lot in the patients who are still paying out of pocket, and they're being referred to a pharmacy now.

We don't have any exclusive deals at all. I can tell you that any office that recommends us recommends us because they like to work with us. But, we don't have any exclusive deals with anyone. I've never even asked for one. Maybe I should, maybe I should start asking for exclusive deals because our service isn't gonna go down.

But, we definitely have gained the trust over the years. I've been in infertility for about 28 years now, strictly pretty much all infertility. We started doing strictly infertility. About 20 years ago, we do nothing else. That's all we do, even our compounding services, all we do is compound sterile and non sterile for fertility patients.

We've actually turned down hormone replacement requests. And not that there's anything wrong with hormone replacement, but we wanna keep our focus on the fertility patient. And the more you order things down, the more difficult it is to offer the kind of service that we do. 

[00:30:38] Griffin Jones: I wanna talk about that compounding, but you kind of like you, well, you tickled something in my brain that, I mean, you said you haven't approached anybody about it, exclusive deal.

And I'm thinking, well, why not? Like what there's, you know, six big networks. And then, you know, if you broke them up into a couple groups, there's a few, like really large groups in the country. And then you add Canada and there's one or two more in there. And, and so I think like, well, why not?

Why not broker a deal with one of them or approach one of them, you have the services look at how we can make this part of your end to end excellent patient care. Why have you not gone that route yet? 

[00:31:17] Terry Malanda: Oh, like I said, I might have to start because sometimes, if you can't beat 'em, you have to join them.

Right. But you've known me for a long time, I think for years. And Eddie and I have beliefs and we truly try to run our business with those beliefs. And, one of those beliefs is that we truly believe that the patients should have recommendations and then go find the better one or what they, where they feel more comfortable.

And to be honest, we have grown consistently year after year after. And it hasn't been by forcing anyone. Do we make every patient a hundred percent happy all the time? No, but I would say we're 99.99999%. No, no kidding. No exaggeration. And we're very proud of the fact that we've grown organically.

We've grown through recommendations and from good service providing the best service. If the market continues to change to a point where we're gonna have to, you know, bid to be the only pharmacy, we might have to do that. But so far we have not approached any company. We have gone to every company and been allowed to be one of the choices in the network.

And that's what we're working on. We wanna be one of the choices once. We're one of the choices in the network. We want patients to pick us. We don't, it's hard. I don't even know how they do it. It must be hard if you're forced to use one doctor or one pharmacy, or, you know, to be forced to do anything is not something that.

I would prefer to be a part of, so I'll leave that door open because obviously the market keeps changing to a point where we start to not grow organically. Then we may have to change our business model, but I'd rather stay the course and hopefully make others understand that people need to have freedom of where they go for their medical services, whether it be pharmacy or a physician or anything else, I'd much rather.

Stay the course. And I'm not gonna, we're not gonna change the world, but IVF is not that big of a market. So I kind of hope to stick to our guns for as long as we possibly can. And try to affect the positive change. That's gonna be positive for the patients and positive for the clinics to be able to, we have doctors, we have doctors who used this for years and now their clinic has consolidated and they can no longer send to us.

They're not happy about that. You know, so I'm proud of the fact that they're not happy about that. I'd love to have their referrals back, but the market is small enough, yet big enough, where we can make up the difference for any losses. And like I said, we've grown year after year and it's all been organically.

We're gonna try to keep that up for as long as we can. And we listen, if we get, if we do get a negative review, We definitely act upon that. We find out what happened. We investigate. And sometimes the negative review is, you know, 

[00:34:10] Griffin Jones: Sometimes there's nothing you can do about it. And sometimes, sometimes there is like what I'd say, and, and for the doctors listening, because they especially get sensitive to negative reviews.

[00:34:20] Terry's talking about the importance of the trigger shot here, and how that is like an insurance program for patients in and of itself. It's so tied into the outcomes of success. It's so tied into what they've invested already, and these are the things that Engaged MD helps with. Engaged MD's model helps with pretreatment education so that your patients know this stuff cold. It's not: they have to cram it all in the office, and they're like a deer in headlights. They're consuming this information at their leisure. They can do it on repeat and they get true informed consent along the way they check in with the module, making sure that they understand.

So by the time that you are talking to them or that your care team is talking to them, you are answering the questions that are really specific to them, making sure that they're able to comply with the protocol the whole way through Engaged MD helps with this because there's otherwise too much at stake for your patients.

And it's costing your staff too much to have to go through it over and over again. When Engaged MD provides true informed consent and pre-treatment education go to engaged md.com/irh. You'll get 25% off your implementation fee. If you mentioned that you heard it on Inside Reproductive Health, or that you heard it from Griffin Jones, go to engagemd.com/irh.

So you can put your patients and staff in a much better position and have much better educated patients so that they don't lose out on things that they could have known. Had they received the information at the right time, in the right way, engagedmd.com/irh.

 [00:36:03] Sometimes there's nothing you can do about it. And sometimes, sometimes there is like what I'd say, and, and for the doctors listening, because they especially get sensitive to negative reviews.

It's, you're looking for the patterns over time and it takes a really thick skin. But it's the right balance of, of humility, but not kowtowing to what everybody says. It's, you have to have the thick enough skin to be able to take in all of the feedback, knowing that not all of it is valuable or true or PC to, to distill down to the patterns, what are true.

And it's hard to do. And so I'd say like, if you, you know, one negative view, don't sweat on it, but when you do have when, and, but that's the benefit of quantity in feedback that if you do have thousands of customers and you can get hundreds of responses and, you know, two dozen aren't the best.

Well, then you look for the patterns between those two dozen, and, and so that's something that you do if you've given us a snapshot of, kind of the trend that's happening with consolidation. What about with compounding? How is this all affecting the way pharmacies compound or is it?

[00:37:18] Terry Malanda: Oh absolutely. Let me just go back to the review thing for a second. Sometimes our negative review is when a patient wants something that's simply illegal to do and, and we can't do it. So once in a while we, we sell drugs, right. So we cannot just say yes to everything, but we once in a while, someone is unhappy about some and we definitely start, you know, look into that.

[00:37:38] Griffin Jones: Oh, that's just a little, not, not from Mandell’s, that's coming right from Grif for all the enterprising street drug dealers out there. There you go. There's a lead gen source for you. You just go to the negative reviews of pharmacies when they're complaining about something that the pharmacy can't sell them to you.

There's your market. Just kidding. Legal disclaimer. Just kidding. Okay. 

[00:37:58] Terry Malanda: Disclaimer. 

I get it though you asked me about compounding, how that's changed. I'll go back a little bit historically, most pharmaceutical companies, if not every single pharmaceutical company that has ever existed, they started out as compounders.

If you ever saw the movie, It's A Wonderful Life. And you remember the scene with the pharmacist, you know, the scene right? Where he?

[00:38:19] Griffin Jones: Mr. Goer, I was trying to think of the pharmacist name. The pharmacist's name is Mr. Goer. 

[00:38:24] Terry Malanda: Thank you. I should know that, but I don't. But George realized that he had put a poison in the capsules.

And so you remember that scene, that's how all pharmacies started out compounders. So compounding is an ancient art, as long as medications have been made or are tried. And there was a time when there were no pharmaceutical companies, then some of them had formulas. Some compounders had formulas that they found to be very effective and would be very popular.

And so they started to market the mass market and that was the birth of pharmaceutical companies. So. Compounding fits special needs for people. Not all of the compounds that are made in for the treatment of infertility are of it. None of 'em are available in the market on the market. So sometimes there are certain doctors who have protocols that require us to make special products that are going to help the patient get pregnant, create the right environment for the uterus and for, you know, increase the efficacy of the other medications and allow the patient to get pregnant.

How that's changed is that years ago, I'm gonna say this is about eight or 10 years ago. A lot of changes happened. There was a huge tragedy that happened in New England and that kind of woke everyone up as far as government agencies. And so the government started to change a lot of the rules and regulations and got much stricter.

With compounding practices and put in a lot of new and not easy to achieve regulations on books that combat pounding pharmacies have to follow. So a lot of people ran away from that. We built a bigger lab. That was our response was let's build a bigger lab, USP800, USP797, USP795 compliance and get several pharmacists certified to do sterile compounding.

I think that a lot of, I don't think I know that a lot of the pharmacies are outsourcing compounds and not necessarily a bad idea to do that, except that some patients. Don't like that because they have to now rely on two pharmacies to get what they need. And sometimes it's more than that.

Sometimes there are products that maybe a pharmacy doesn't sell. And so they have, they end up using two to three pharmacies. And what that's one of the reasons that some of the nurses, some of clinics are happy that we, we have everything that they need. Like, whatever it is that you need, we're gonna be able to make it, whether it's compound or any other medication.

We have everything that the patient is going to need to cycle. And you don't have to worry about. Tracking to see if a pharmacy sent it and then the pharmacy be sent it that they both get there at the same time and is every ready for the patient to start. So that's how it's changed compounding for us.

It's actually been a bit, a huge benefit for us to be able to compound. 

[00:41:12] Griffin Jones: This might be my ignorance. Hopefully somebody else is wondering it so that I seem less dumb. But you mentioned in the Mr. Goer era. So back then, he probably would've been, not even called a pharmacist, right? Probably would've been called a druggist back in those days.

A druggist and you said from the druggist was born the pharmacist and born the pharmaceutical manufacturers making do actually making the drug. So why did compounding stay on the pharmacy stream and not become the responsibility or the role of the pharmaceutical manufacturer?

So I wouldn't you know, if we're lacking compounds, then why doesn't the doctor called the drug maker and say, this is what needs to be made?

[00:41:54] Terry Malanda: Because there are so many, for example, I'll just say market dose Lupron, I'll use a really good example for this and thank you. That's a great question by the way.

Cause it begs the question of why aren't manufacturers making it so micro-dose, leuprolide the typical three strengths that we make it in, which are the most popular 40 per 0.2 50 per 0.2 and 40 per 0.1. So it's 40 micrograms of lide in 0.1 or 0.2, right? However, there are different doctors through the country that they want 10 micrograms or they want 20 micrograms so there are variations. So anyone can make that, but in the world of compounding, when you make a sterile compound, you can only assign it. And I won't get too technical, but it either nine days or 14 days, depending on the circumstances under which they were made. And by that, I mean, for example, if I'm making a compound, the first two needle punctures, make it a 14 day compound.

If I have to put a third needle in the valve that that becomes a nine day compound. So with the variety of different strengths it difficult for a pharmaceutical company to make one or two strengths in enough quantities to make it profitable for them basically. So it's a very small part of a very large selection of medications that are used in fertility. And then for example, in progesterone when we give dating to compounds for example, our pharmacy, we had to do studies on the three main strengths that we picked. We did studies, their extensive studies are very expensive to do and very detailed.

And then if you can prove to the FDA that your compound is good in that container for that amount of time and that it's a sterile product and this really holds until your expiration that you can give it dating. So work with the dating. We have some studies that show things are good for six months, but we only give it four months or three months just because we wanna be conservative with our dating.

 For example, another reason to, with compounds that one of the biggest things that we compound is progesterone and oil, and that is commercially available. It's available in Sesame oil and it's fairly inexpensive, so it works great, but it's a small cross sensitivity, but there is a cross sensitivity between Sesame, which is a tree nut and any other nuts.

So peanuts, cashew, anything. So any patient who has any kind of an allergyto a nut, you don't wanna risk using Sesame oil, maybe nothing happens, but there's like a 5% chance that you could have a reaction. And obviously in someone who's trying to achieve a pregnancy, you don't wanna have this complicated by some sort of severe allergic reaction.

So there are doctors that use strictly But there's one or two or three clinics in the country that I know of that strictly use the compounded formula because there's so many people now with allergies and nut allergies, and sometimes they don't even know they have it. So they prefer to use something that isn't gonna give 'em welts or swelling and itching, et cetera, because the, the reactions can be mild or they can be severe.

It typically they're mild, but if the patient gets pregnant and has to stay on progesterone for six weeks, it's pretty hard to inject six weeks into an area that's very sensitive and swollen and itchy it's torture. So the, a doctors who opt for that if they see that the patient's having a reaction to Sesame.

[00:45:16] Griffin Jones: So you can have challenges with compounding things like PIO or in general, it's certainly an inconvenience to the patient. If they have to go to more than one pharmacy for, to get a compounded script. But you said that the other pharmacies will reach out or refer out to other pharmacies or they'll outsource the compounding.

Do they ever outsource to you? 

[00:45:38] Terry Malanda: Well, we get a lot of we do get patients that the prescriptions are transferred to us. And that's, you know, that we do help patients. We're not gonna turn patients out. So we do help patients. That being said, we have to be careful with that because as I said, we really focus on service, Griffin, and we had it happen a few years ago, where all of a sudden when all this happened, They started to refer to us.

And so what happened was we increased our batches that we make, we increased the size, but then along time, the holidays, and so less people cycled, we ended up throwing half the batches away. It was very unpredictable, extremely unpredictable. So we try to focus on servicing the clinics that are using them.

We bundle price and we try to make sure that we don't run out of product that has dating. ‘Cause obviously part of the reason to use our pharmacy is that the inject the medications have dating. They have good dating. So if you get the later week or they get the later month you, you could still use the product.

And ‘cause it was specifically made to be used within a certain amount of time. 

[00:46:44] Griffin Jones: So you may have answered my next question then, which was gonna be, is the market big enough to warrant a compounding only pharmacy that is outsourced by other pharmacies? And so if the trend for other pharmacies is to move away from compounding to outsource more or is there a, is the market big enough for one person or one pharmacy just to say, okay, we're the compounding pharmacy, all of you can outsource your compounding to us, and then we'll do it for you.

 So this is now specialized enough that you don't have to have it in houses, does the market bear that. 

[00:47:17] Terry Malanda: I think it could, but compounding is so highly regulated that I think that it would, if you consolidate that portion of it, I think prices would really skyrocket because testing a batch is very expensive training your pharmacist, it's ongoing training or all the time that's expensive.

So it would be difficult, is it big enough.

I would wanna be that pharmacy put it that way. I think you would have a lot of waste because IVF happens in weight. So we usually try to compound based on sales, which is kind of what you're supposed to do, but when the market slows down, you'd end up throwing a whole lot of product away.

And if, you know, we could take losses that are small, but if you had to take a loss that big, that's a good question. Maybe if you had more dating for more products, there could be a pharmacy that did compounding. We're certainly set up to do that, but like I said, we focus on taking care of mostly our patients and we don't turn patients down, but we do focus on taking care of our patients.

So for example if we're in danger of running out of my 90 day or 60 day compounds, or I may have to make them a 14 day compound, we don't turn 'em away, but they don't get the benefit of having the extra dating. That's kind of the problem that you would run into. But a lot of, I think that's some of the pharmacies that compounding now have dating on progesterone.

Not all, some other pharmacies do have dating on their compounding, but some of the pharmacies that are doing the outsourcing, they don't necessarily have a lot of dating. So that's another factor that you have to consider. I guess that's what we've heard from patients. 

[00:48:57] Griffin Jones: Then what do you see as what's going to change or you think are gonna be the biggest changes in the field in the next five years?

So I, particularly as it relates to the pharmacy space, but the IVF field in general, what are you paying in the next three, five years? 

[00:49:12] Terry Malanda: Definitely consolidation. That's I think that's a big factor that's happening. There's a famous well famous to, I mean, everyone in the audience will know what I'm talking about.

But years ago there was a partnership that was made between a pharmaceutical company and a particular pharmacy and that in the end it didn't work out. So I think that this is going to be for a while and then services are going to change and come back. One thing that I have to mention that I think is a big change and I think a good one.

I love men, no offense to men. Yeah. I have a son. I have a husband. I love men. But it's nice. 

[00:49:47] Griffin Jones: Right?

[00:49:48] Terry Malanda: No, no, it's just nice to see so many women prominent in the field of, in for two have pioneered. A tremendous amount of the research and they've come up with the treatments, et cetera, et cetera. But it's really nice to see that a lot of women are getting really involved in the business and, and coming up with business models and service companies.

Some of them have done very well. Some of them haven't done well, but it's just nice to see that in a field that it's so much dependent on, on the, the person carrying the baby, it's really important to, to see that women are getting into that field. And I kind of like it, I think I'm the only female pharmacy owner, I think, in the country.

I'm not sure, but I'm pretty sure, I don't know any other female, there were was one, but she had retired and it just. 

[00:50:36] Griffin Jones: You're ahead of your time. 

[00:50:38] Terry Malanda: Huh? 

[00:50:38] Griffin Jones: You're ahead of your time. I don't think we'll be saying that 20 years from now. I hope we're not. 

[00:50:42] Terry Malanda: No. 

[00:50:43] Griffin Jones: But I don't think we will be. 

[00:50:44] Terry Malanda: Absolutely not. And that's one way where I I'm seeing the market changing a lot.

And it's nice, you know, when men and women can come together and really set a goal and, and really go after it, I think I'm a believer that men and women think differently and that it's a great, it's great. When you put that together, you come up with excellent ideas. Because we believe that different people see the world in a different way, and it's great when you have different and not necessarily just men and women, just different people, putting their heads together and coming up with innovation and coming up with great thoughts.

And you can't put yourself in everyone's shoes, you know, it's you could say it, but it's hard to put yourself in everyone's shoes. And that's one thing I always try to do because I'm, I'm now older. I'm not in the age group of women who are going through infertility. And I always wanna listen to the, to the people who are in that age group.

And that's what we try to do as far, or is like marketing. And how are people thinking about different things, new trends, you know, it's just changing. The popular nation is changing. Our society has changed. And I think it's great to see innovation catching up with those changes and with all those changes and with all that individuality.

And I think that service is key to kind of, to tie it all up and a knot. 

[00:51:57] Griffin Jones: So that I wanna talk about it a little bit. So I'm with you on the first two trends, more consolidation, at least for a while, more females in the executive and founder roles, I see that and so for you, is coming back to service, is it a Renaissance of service?

Is that something that you really believe is going to happen, or is that wishful thinking? Because my answer might have been different than it was eight months ago. I wanna talk about that, but is it for you? Is it something you really believe we're gonna have a Renaissance of service or is it-you hope we'll have a Renaissance of service?

[00:52:26] Terry Malanda: Here's what I believe. When the service aspect goes away, things will fail, and then service will come back because that already happened with the example I mentioned earlier. So I believe that you know, we've always said we never wanna get so big that we lose the personal touch, and we mean that we really do mean that.

And I think that when things get so big and so controlled in a matter of, you know, where profit becomes the number one driving force and that's, that's the force, the service aspect falls apart. So I think it's wishful thinking that will happen. Does that answer your question? 

[00:53:07] Griffin Jones: A little bit, but I'm starting to see more evidence for your hope here in what's happened in the overall economy the last year and a half, since people have like, oh, like I'm not gonna work my restaurant job, or I'm not gonna work this service level job. Or, or even in client services in marketing agencies in 2021, there was a, for 40, the average understaffing of agencies was 40% in 2021. It was we're understaffed for 40% we were. And so was the national average and the quality in terms of like, delivery. We still delivered every, but of, like, just that extra service. Absolutely it's offered for us. And I'm admitting it to everybody here and, but also everywhere Terry, like I ordered a, you know, I ordered like a late night meal a few weeks ago and I ordered it at, at, you know, like 9:30 or something.

And, and then I go at, and I get there at 9:58, they close the tent and they're just closed up. And I'm like, I called ahead. I ordered, we’re closed-up. We're done. Or like, or all of the places that you called to make a reservation. It's just, nobody answers the phone or you make your order online.

And, and they say, okay, we'll deliver it next. You know, we'll deliver it on Tuesday and it's like a week later. And this is just across the board of, oh, really felt service suffer. 

[00:54:25] Terry Malanda: I'm absolutely with you. But I would say this and I'm probably giving away more information than I should, but I would say this, you have to make your employees care about what they're doing.

And you have to, if that your employees don't care, if they don't understand, if they don't get it, that person doesn't belong in your, whether it's a restaurant or it's a clothing store or it's a pharmacy, or it's a doctor's office. I think that if you're not able to inculcate the importance of what your, these patients are in the case of pharmacy, what these patients are undergoing, how important it is to them, how they're, you know, people are taking out loans to pay for this.

They've been saving for years to pay for this. And if you can't get people who have a good enough heart to, to get that, to really understand. That, then, your service will go down. We spend a lot of time doing that. It's the urgency, the importance, the care that they have to have. And I can tell you that we coach our employees.

We will talk to them if they just don't get it, or if they don't answer those, we've had employees, like, leave a five o'clock to five o'clock bell ring, and then there's a message on their machine that they never picked up. But luckily we have other employees who check every phone before they leave. So that's a taught behavior and you have to go through a lot of people before you get the right people.

In the case of restaurants, that's a tough one where him, because you know, that's a tough one, but in our case, I think it's not difficult to have people if you're lucky enough to find people who have a good heart, I don't think it's that difficult for them to understand just how important their position is.

And their role is in this patient's journey and in this patient, having everything that they need. And we really instill a sense of urgency in our staff. So that every patient who needs to be serviced is serviced every day. Have we ever faulted on that? Absolutely, once in a while, a fax doesn't get through or something, you know, technical, it's usually technology actually.

But, and have we had employees who didn't answer an email or did not answer yes, but then they're spoken to it. If they can't correct that behavior. You have to run a tight ship. I would say to answer that question, you have to run a very tight ship and it has to be very personal. 

[00:56:45] Griffin Jones: So you don't think it's as hard as restaurants in that sense, but I think it is Terry.

I think it, and part of the reason why you're feeling a little bit less in that sense is because you're always on top of it. And my hypothesis is that it's either a virtuous cycle or a vicious cycle. And for those that are in the vicious cycle, it takes a lot of discipline to get out.

And the virtuous cycle takes a lot of discipline to stay on it. But whether it's a restaurant or a client services firm or a pharmacy that I bet you, you know, if we were just starting out Terry and like we're recently qualified pharmacies recently qualified business people have good hearts, it would take us a, a, we would have a lot of pain in trying to build that team eventually.

We would do it because of who we are, but that's my point is that it, it is a constant investment to be able to, to do that. And, and now I'm really starting to pay attention to, like, even companies that are known for, renowned for their service are, have suffered. And I've been paying attention, like, who in this unprecedented labor market?

We’ve never seen anything. Like it is still able to offer quality service. Those are the people that I'm really paying attention to. 

[00:57:55] Terry Malanda: Yeah, no, I agree with you and not to change a topic, but COVID has affected this country in so many ways. And as far as the economy, I just don't understand a lot of things. I don't understand how people aren't going to work, but yet a lot of businesses are thriving and it's just, none of it makes sense right now.

So I agree with you. I think that's a little bit of what you're trying to say. Right? Am I wrong? 

[00:58:20] Griffin Jones: Yeah. I think, and then part of it is because it's like, well, I think part of the reason why people are doing well, it's like, yeah, I could go to another place to get that meal, but most people are in the same boat right now.

And so it's like part of the reason why they're doing well is, is just because this is happening to everybody. And so there are so few people that it, that really is reliable service every time right now. 

[00:58:43] Terry Malanda: I think the big differentiator is if you treat your employees, that you give them a job or you give them a career.

So we try really hard to give people careers at Mandell’s, if you can perform, if you're really good, are a great employee, and you can really provide the service that we, we always say our customer service, we want it up here. Everyone who's interviewed here is that. And once they're hired as well, we expect it to stay up there.

And I think that for some people just it's a paycheck and they're gonna go. But I think some people understand that if you're serious about your position there, you're gonna get ahead. You're gonna grow with the company and we have a lot of people who've been there for a very long time.

So you know, I don't know that and all work is honorable and no way do I mean this to be, but if you work at a restaurant, you can work at, at another restaurant, restaurants are driving and they're dying for help. So you could work anywhere you want. So there's a little bit of a power shift, I think as far as employers trying to get people to work for them trying so hard, we went through that.

When COVID hit the whole country shut down, I mean, all, you know infertility shut down all elective services shut down and they were shut down. Luckily things reopened for infertility. But it was terrible because when, when they shut down, I was in Mexico.

When we got the news, we were, we had just gotten on a vacation and we didn't hit outside of the hotel room for four days. And it was terrible. We were gonna have to lay people off and we'd never had to lay anyone off. So we were very careful and really looked at. Didn't try to see who we could keep et cetera, et cetera.

Turns out that outta 23 people, 21 of 'em laid themselves off. They didn't. They said I don't wanna come in. I'm afraid. So I really struggled with that and it turns out they laid themselves off in the end. So there was a lot of fear and there, you know everything has changed so much. There are so many industries now that have found out that they don't really need to have someone in the office.

They don't have to pay a lot of office rent, especially in big cities, like New York city, et cetera. So I know I'm totally off topic, but it's just a very complicated phenomenon that's happening now. There's so many different ways to look at it. And in some ways it dones a lot of good as far as rearranging the way that Americans work, but in other ways I still don't know why so many people are out of work.

And so many people are looking for people to work, you know, so I really can't, let's hope in the next few months, more people will join the workforce. 

[01:01:09] Griffin Jones: Yeah. And hopefully it isn't too ugly when the other shoe drops either. But we'll be ready if it does. Terry, how would you wanna conclude for our audience either about what you wanna see happen in the IVF space in the next years or what you feel that every practice owner should be cognitive of, of how they use a pharmacy.

[01:01:30] Terry Malanda: Oh okay. Thank you. I would like, if I had my wish, every physician would interview pharmacies, and, and then try give pharmacies a try. We had I won't mention her name, but we had a nurse here in New Jersey that would always give every pharmacy a try and then come back to us.

So go ahead and give other pharmacies a try sample though and see how they do. And then if you go with the, be the one that services your patients best, and I'm pretty, I'm very confident that we would win in that race. So that's why I'm putting it out there. And I would like doctors and nurses to understand that the pharmacy that they use plays a huge, huge role and in your everyday life with your patient and especially in the patient's life, I really think that we really help patients get through this journey as seamlessly as possible, at least our aspect of it, and do our best for them every day. That's our goal every day is to do our best for every single patient that we can. So that's about it. 

[01:02:32] Griffin Jones: Terry Malanda thank you so much for coming on inside reproductive health. 

[01:02:36] Terry Malanda: Thank you, Griffin. I appreciate the opportunity and I'll see you at PCRS.

[01:02:40] Griffin Jones: Looking forward to it. I'll be there.


129: The Biggest Shifts in Fertility Patient Demographics with Dr. Janet Bruno-Gaston

Technology is changing how we look at fertility and family planning. On this episode of Inside Reproductive Health, Dr. Janet Bruno-Gaston (Director of Fertility Preservation at Center of Reproductive Medicine, soon to become Shady Grove Fertility Houston) joined Griffin Jones to talk about how the latest technology in fertility preservation affects decisions of families today. 

Listen to the full episode to hear: 

  • The current state of artificial intelligence for fertility doctors.

  • How technology in fertility preservation is changing couples' family planning decision process and what that means for you. 

  • Easy ways to increase referrals from physicians in your area.

  • Griffin’s rant about the metaverse and how it could change the landscape of how you treat patients. 

Dr. Janet Bruno-Gaston:

Website: https://infertilitytexas.com/meet-the-team/

Linkedin: https://www.linkedin.com/in/janet-bruno-gaston-1bb6a014b/ 

Inside Reproductive Health is sponsored by EngagedMD. For technology that educates your patients with true informed consent, visit engagedmd.com/IRH for 25% off your implementation fee.



Transcript

[00:00:00] Griffin Jones: This is just crazy old Griff, throwing out a fastball for everybody.

I was talking with a friend at the Association Reproductive Managers meeting last week and. She has a child in early teens and I said do you think so so's. generation will, do you think more than 50% of them will have children? She said no. And I said, I totally agree again, speculation.

[00:01:02] Griffin Jones: The future of fertility preservation, artificial intelligence, practice areas, the metaverse. These are some of the things that I talk about with Dr. Bruno-Gaston in my episode today. But before we get to that, a little shout out for Dr. Susan Davies from Chicago, sometimes I get really lovely messages from you all, and they don't always have to be out business. So sometimes. You can send me a personal note because you thought of me from hearing the podcast. And I love that. So shout out to Dr. Susan Davies for making my day one time and all the people at her practice, including but not limit to Aanal and Shannon and hope everyone there as well.

Okay. In today's episode with Dr. Janet Bruno-Gaston from the center of reproductive medicine, or by the time you are hearing this Shady Grove Houston. She is someone that has dedicated a practice area to fertility preservation. She did her medical school at Morehouse. She did residency at USC, did her fellowship while getting master clinical investigation at Baylor.

And she's presented at many conferences and written on number of topics, including non-invasive markers of gammetes and embryo viability, PCOS, a number of different things. But what we're talking about today is her practice area in fertility preservation. What the future of it is the technologies that will disrupt or increase it.

And what it's like for younger doctors to go on that kind of career track. So I hope you enjoy today's Inside Reproductive Health with Dr. Janet Bruno Gaston.

Dr. Bruno Gaston Janet, welcome to Inside Reproductive Health.

[00:02:44] Dr. Janet Bruno-Gaston: Thank you so much. I'm super excited to be here this afternoon.

[00:02:48] Griffin Jones: I'm excited to have you and to talk about fertility preservation. I'm interested in a few different areas. One, because I think it's gonna be the it is one of the fastest growing segments of our field.

I still think that that is going to increase. Maybe some people thought it was gonna grow a lot faster than it did. Maybe some people think it's done growing I still think it is going to be one of the, the fastest growing areas, but I wanna start with just, how did you decide it? This was a particular area of interest for your practice, because there are a lot of young docs listening or there's people at docs at groups that maybe they were a two doctor group now, but now they're at a 7, 10, 12 doctor group and there's areas for different people to carve out their little niche. And so how did you decide that this was something that you wanted to pursue?

[00:03:41] Dr. Janet Bruno-Gaston: Yeah, I think for me I'm a little biased by my training experience. I trained at Baylor college of medicine and got an opportunity to work with Dr. Woodard at MD Anderson. So we have a strong exposure, to fertility during our training. And for me it was a niche that didn't allow me to abandon kind of the basic reproductive physiology and the breadth of reproductive pathology that you would see practicing general REI, but added the complexity of cancer diagnosis and working around that.

So it was challenging. It was a very interesting patient population. They're extremely vulnerable and it's a very humbling position to be able to step in, in the midst of everything they're going through and talk about building a family and what future family planning looks like for them. So I really enjoyed that exposure.

During fellowship and went into private practice. And in my group ,there was no one really championing that cause. So it became a very smooth transition for me to help recruit patients, improve access to care and really Kate for more educational awareness about options for fertility preservation, because as you alluded to this field is continuing to grow.

The options are becoming unlimited and it is not only for medically in patients, but as obviously elective as well.

[00:05:14] Griffin Jones: So your interest was peaked by the medically indicated by oncofertility. And then at around this time was, was social egg freezing as they were calling it or elective fertility preservation.

Was that starting to blow up in the public sphere or was it already kind of being talked about on social media? How did your interest from the medically called foresight meet with that.

[00:05:39] Dr. Janet Bruno-Gaston: So I think I was just at the cus where we were starting to see fertility preservation and specifically oocyte cryo preservation being talked about in public platform.

So you'd see it on a good morning America, or a talk show in the afternoon. It was something that people started talking about. And I think with the shift in society of how people are building their career and thinking about family planning. It was just very intuitive that this, this was something that needed to follow that shift.

And while as an infertility specialist, I am not promoting an intentional delay in family planning, but what I am strong and passionate about is providing patients options. And each patient has a different family planning goal. They have a different outlook on where their life is going.

And so providing them options is really important for them to help navigate that process.

[00:06:40] Griffin Jones: So you're physically in Houston to Houston area, right? I am. And I remember in 2015, 2014, 2016, when egg freezing really started to. I wouldn't even say it really took off, but really started to get buzz in New York, LA San Fran was like, okay, it's here now in just a handful of years, it's gonna be in Atlanta, Dallas, Houston.

And then after that probably your Cleveland's Buffalo, Detroit, I could say that I'm from one of those areas. And so did that happen in that way? Did you see a big increase and then start to flatten off. Did you see a continuing maybe not a hockey stick, but an upward into the right curve?

What has growth been like or not been like since you've, you've been practicing in this area?

[00:07:28] Dr. Janet Bruno-Gaston: Yeah, I think that's interesting. I can't say if it's been growth from a geographical standpoint, but certainly what I am seeing is different iterations of fertility preservation. Right now I'll say there is a huge push or advocacy mission to extend fertility preservation to the trans community.

And even having discussions about that and what that looks like as people are performing gender reassignment, surgeries hormonal therapy. And I think as a REI we have to now embed ourself in that conversation because a lot of that is happening with Pediatricians or primary care physicians, depending on where they are in life when they decide to make that transition.

But I think an important part of that conversation and something that was missing from that dialogue is whether or not they want. Children or how they want to build a family. Because for a long time, I think the assumption was a part of making that transition was letting that goal go. And certainly fertility preservation does not require that.

And it provides very unique options for that particular patient population to consider family planning.

[00:08:40] Griffin Jones: So that's one demographic that is increasing in utilization of fertility preservation. I wonder if you're seeing it this way, where we think of fertility preservation is for those that want to extend their family building window and they it's like an extension of their plans.

And I wonder if as the generation's grown a more useful way of thinking about it is maybe not even an extension of plans, but an option for people to change their mind. Right. Like, I really wonder if the, if the birth rate just continues to decline and doesn't stop. So I think part of what we're seeing in REI right now, part of the reason why everyone is so busy is because the median age of childbirth has gone up.

Right. And so I wonder if, that's just, okay, it's gone up until it's gotten to the point where the trend just continues, that people don't want to have children, but fertility preservation is an opportunity to say well, but if you change your mind, do you think people are starting to think, do you think about it that way or do you think it's very much the extension of a plan?

[00:09:57] Dr. Janet Bruno-Gaston: I see both and I'm smiling because as you were describing that maybe I might change my mind. I mean, I've been across the room, had a patient say that to me. Hey, I don't even know if I want kids. This is something my job is covering and I hadn't thought about it before. And maybe I will in the future.

So that's why I'm here today. So certainly patients are starting to look at and think about their reproductive years and say, Hey, what do I want to accomplish here? And if family planning is not a part of that immediate goal. Certainly fertility preservation can be an option to say, Hey, I may be interested in this later on.

So yes, I do agree that there is a subset of patients that strictly want to not close the door on that option of building a family in the future.

[00:10:55] Griffin Jones: I wonder if it just like becomes what we do as a field. Like I really believe this is total speculation. I have no data to support. This is just crazy old Griff, throwing out a fastball for everybody.

I was talking with a friend at the association reproductive managers meeting last week and. She has a child in early teens and I said do you think so generation will, do you think more than 50% of them will have children? She said no. And I said, I totally agree again, speculation.

And I was like, well, what percentage do you think? And we're like, ah, I don't know, 25% again. No, no to data whatsoever, but it's seems to me that this is the direction that we're going in. And so we're what we offer part of. Of what you all offer as the clinicians in this field is the opportunity for someone to not lock that in.

[00:11:50] Dr. Janet Bruno-Gaston: Mm-hmm mm-hmm

Yeah. I mean, I completely agree. And while we don't have data to look at that long term regrets, things like that, those studies are just kind of gathering information because as you said REI in general is in its infancy still when you compare it to other disciplines of medicine and certainly fertility preservation is so we're still gathering data on what that looks like in terms of utilization regret in terms of what, or they did not, or did not did, or did not use fertility preservation.

I don't know if I think there will be a huge paradigm shift in terms of the decision to build families certainly finances and, and just the structure of our society have changed the way people look at the amount of children they want in their household. And when they decide to start their family but I do agree that having fertility preservation does change the sense of urgency particularly for women obviously in that they can and consider other things in life and when they start considering other things in life differently, I, I think.

There will be a shift in value system. I don't know how long that will take and if we're just seeing that evolve. But yeah, those are my thoughts.

[00:13:12] Griffin Jones: Well, I just think for all the people listening that have like preteens and teenagers, it's like, I doubt the ability. I doubt the ability of that cohort to be able to raise children.

It'd be nice to be wrong, but I really, but I they're gonna have the metaverse. I say that somewhat in tongue and cheek, but, but honestly, Janet, you say that kind of joking, I'm dead serious about the metaverse and we look at in this, I think the metaverse is at now. I'm really gonna go off on it too.

She's gonna be like, why did I go on this guy's podcast? I came to talk about fertility preservation and I got him down a rabbit hole of the metaverse. I think it's as possible of a paradigm shifter as genetic testing and CRISPR for childbirth that it could. So if the value prop behind CRISPR and genetic testing is.

Look at all of these awful diseases and traits that could be avoided. Well, doesn't the metaverse have that to offer at least once it gets to a point where it feels as viscerally real as the world that you and I are in today. And at that point it's like, well well in the metaverse I don't have to be short.

I don't have to be chubby or scrawny. I can be ripped. I could be six, five. I can change my eye, color, hair, color, skin color, whenever I want.

[00:14:30] Dr. Janet Bruno-Gaston: Yeah.

[00:14:30] Griffin Jones: And I don't even need to maintain this physical form. I can go to another one. I could have children in the metaverse and so.

[00:14:38] Dr. Janet Bruno-Gaston: It's scary.

[00:14:39] Griffin Jones: I don't have a question there. I don't, I just. You can respond to my.

[00:14:43] Dr. Janet Bruno-Gaston: You can go, you know, AI is infiltrating every, every aspect of our society. We're not gonna be able to evade that. It's interesting to see it in medicine and that's changing our field as well.

But I mean, you're right. I don't even think we can fathom right now, what that's gonna look like. For, for the younger generation growing up, it's just gonna be so foreign. But I imagine as the technology improves, like you said, and they can address all senses so that you truly feel like are existing in this virtual world then yeah.

[00:15:22] Griffin Jones: Well, let's get back on solid ground and you gave me a good segue. You set me up well, which is that artificial intelligence is changing every aspect of everything much, certainly our field. How about fertility preservation in particular? How has AI changed it in the last three or four years or are most of the changes still to come?

And if they are mostly still to come, what do you see on the horizon?

[00:15:47] Dr. Janet Bruno-Gaston: I think most of the changes are still to come. I don't know if it's specific to fertility preservation, but I will say that there's a, a lot utility. And research going into the use of AI in the lab. And that's because a lot of what we do, a lot of what the embryologists do to their credit is monitoring and picking up and looking for non-invasive markers of embryo viability.

And I think AI just as it has done in radiology and pathology has been shown to be more active, obviously we need to program it. So the system only works based on what you put in, but I think over time a lot of what happens in the lab will be taken care of by AI. And it may lead to better surveillance of embryos.

It may lead to new markers of embryo viability, new ways for us to assess viability to your point about a specific example in fertility preservation, one of the things that's difficult in counseling patients is. What is a good number and yes, we have studies looking at the outcomes from women who do oocyte cryo preservation, but at the time of a cryo, we really know very little about the health of the egg outside of morphology and maturity level.

Well, there are a lot of studies looking at metabolic competence. Right. So what is happening from a developmental standpoint to suggest that this egg is healthier than the other, and they're using microscopy and fluorescence imaging, and all of that can be streamlined with AI to kind of help better counsel patients on what this means at the time of cryo preservation and preparation for future family planning.

So I do see a lot of work there.

[00:17:37] Griffin Jones: Is it mostly to come because the technology's not there yet, or the business model isn't there yet? Or is it because clinics and labs are slammed and they might not be as adopting the newest possible technology as quickly as possible because they're so busy.

Which of those is it?

[00:18:00] Dr. Janet Bruno-Gaston: I think a little bit of both. I do think the technology is there it's being used in other fields. I think we have been slow to adapt a little behind in that sense and, and part of it and to their credit embryo ologists, they are very particular, there's a very type a personality and there's ownership in, in what they do.

And obviously as a clinician in debt, because I can only do so much what happens in the lab impacts my patient's outcomes profoundly. And so I think that would be a bit of a culture shift for them taking away what they have been doing primarily for, since the inception of this field.

So I think that may be a little bit. Uncomfortable for them and perhaps for us too. So I think the technology is there. There's not enough data to support it yet. But it's coming.

[00:18:52] Griffin Jones: It's coming well, embryologists are so busy right now that even if they're, even if they became the case manager of more cases, but their own, or at least that part of their workload is reduced.

I don't see them going out of work in the next 10 or 20 years. I think we're we're, I believe David Sable when he says we're only doing. 200 to 250,000 cycles of the 2 million that we should be doing in the United States. And for years it really seemed like the clinic was the bottleneck.

And it was like, okay, well, we can't a lot of, at least maybe since 20 17, 20 18, a lot of clinics were busy, but they could still do more cycles in the lab, if they could convert more patients to treatment. Now it's probably three quarters of labs are slammed too. And so I don't see that going out of, out of work and I wonder what what I wanna talk more about the oh, LA and artificial intelligence are adopting it from your vantage point, because probably a couple times a month, Janet, I get.

Hit up from startups in the IVF space that are in AI mm-hmm and some of them have way too much homework to do. It's like, go prove your concept first and then gimme a, but some of them it's like, this is legit. And they're having as hard of a time as anyone getting their product to market.

And seems to me like this could solve a big problem. So can you talk a little bit more about I don't know if you can think of any examples or Or just maybe why we haven't included AI in fertility preservation as much as perhaps it should be.

[00:20:28] Dr. Janet Bruno-Gaston: I think there's still a, a bit of fear of not about how this will replace me. But just some fear about trusting that what we do and the stakes that we take with patients as much as possible, we strive for perfection. And so committing a patient to a, that you're not comfortable to. It's a very difficult transition for both clinicians, theologists and researchers, and we should be critical and we should be hesitant to adopt things. Because our field, all of the iterations of that with developmental and how that impacts offering in generations, like we have to be steadfast and holding to a certain standard because we are the gatekeepers that ultimately this technology could impact an entire generation. So I think a bit of it is fear. A bit of is anxiety with change and not feeling comfortable yet. And I think the data is still lack.

I think, I think there's still room for us to have more robust. Data to support that science, but the technology is certainly there. The technology is certainly there and it's being used in other fields. And I think it will just take time before we feel. Comfortable with that. I mean, even onsite cryo preservation was experimental until 20 12, 20 13.

We've had the technology of, of how to do that and it's evolved and improved, but it still took some time. It still took some time for us to be comfortable with that.

[00:22:02] Griffin Jones: So you were, you were talking about Using AI for embryos a little bit earlier. Is there bigger opportunity for oocytes? And I know someone who's doing that, I don't know that I can, or that I will, I won't say their name right now, but if people are interested, they can email me privately.

But one what , the value they purport to bring proposed to bring is that there isn't a way of being able to grade oocytes other than just theologist, examining EEG, but that there's an opportunity for artificial intelligence simply by compounding all of the possible learning that it can do.

Is that an area that you've seen or, or is most of the AI that you've seen been geared toward the embryo?

[00:22:46] Dr. Janet Bruno-Gaston: Most has been geared towards the embryo. But I brought up just the fluorescence imaging because I did a lot of research with PCOS and looking at mitochondria and mitochondrial health and how that translates into embryo health.

And one of the things we came across in partnering with the core microscopy at Baylor is just that they have a lot of fluorescent imaging techniques to look at without getting too scientific, but redox potentials and just markers of metabolic competence. And that could be potentially something that is another marker of oocyte viability and does, and can be used at the time of cryo preservation to more objectively counsel patients about what they have at the time of freezing. And that's something that can be trained through AI, once you start to figure out algorithms and track outcomes so.

[00:23:46] Griffin Jones: When do you feel like we became ready for prime time or do some people still have a way to go?

Does it depend on the lab? Does it depend on the clinic becoming ready for prime time for fertility preservation in the field? Because I'm not a clinician sometimes that makes me ask dumb questions, but sometimes, it gives me a perspective of looking at this from someone who is not educated about it, which is the majority of patients, their first.

Go around and one concern had been that, well, we, we know how well these eggs freeze, but we don't know how well they thaw and so when do you feel like we became ready for prime time for fertility preservation to market it, to offer it to the majority of patients who could benefit it from it?

Or does it still depend on the lab? Are there still people who aren't ready for prime time?

[00:24:37] I just got back from the Association of Reproductive Managers Meeting in Atlanta. And you know what everyone was talking about? Every embryologist, every nurse, every manager, every practice owner that was there was talking about burnout. That's what everybody's talking about everywhere, by the way. And every aspect of the workforce. Everyone's talking about burnout and we can keep trying to replace people who also seem to be burnt out. The people that we're bringing in are burnt out from something else. So that's one solution. We can also do things to make the log lighter because when you take 10 people, on a log and you take four of them off those six people are burnt out.

So if you can't put four more people back on the log, or you can't put six more people back on the log, you have to make that load lighter. And one way of doing that is using Engaged MD. And I'm at a point now where I feel like it could be a real disservice to your staff, to not be using Engaged MD at the point where so many of your staffs are overworked.

So many of your labs are slammed, but also your managers, your nurses, your billing team. That anything that we can do to take things off of any of their plates, especially we're not just taking something off their plate in the moment, but we're also using that to make their interactions and lives with patients easier and better beyond those tasks, we should be using it. And that's what Engaged MD does.

Your nurses and your care staff should not be doing things like telling the same thing to the same patients over and over again, when the patient has too much information to absorb, but time anyway, when they could be talking to really educated patients, meaning that you've educated them by using Engaged MD's platform ahead of time having a, a smaller window where they're repeating things and not having to do things like track down consents because Engaged MD does all of that for you.

Burnout is it's the worst that I've seen since I've been in the field. If you can replace all of your people and, and overstaff, 'em great. Most of us can't. And so when we have to use technological solutions. And for those of you that are listening, Engaged MD is already in more than half of practices out there.

And if you are not there, you're now on the wrong side of the bell and it could be at the expense of your staff. And so I hope that you'll use the opportunity to go to engagedmd.com/irh. They'll give you 25% off your implementation fee. If you use my name or you use Inside Reproductive Health mentioned that you heard it on the podcast, but don't do it for me.

Do it for your staff, engaged md.com/irh. Now back to my conversation with Dr. Janet Bruno.

So when do you feel like we became ready for prime time for fertility preservation to market it, to offer it to the majority of patients who could benefit it from it?

Or does it still depend on the lab? Are there still people who aren't ready for prime time?

[00:27:51] Dr. Janet Bruno-Gaston: I don't think so. I think most people are very comfortable fertility preservation, I think once ASRM removed the experimental label. And we had all of the studies looking at long-term outcomes, most people were very comfortable.

Now I will say that there's certainly an increase in to see, because you have a lot more celebrities talking about fertility preservation. It has infiltrated social media. And so it has a bigger platform primarily through the work of the patients. They have been advertising this more for us than we have.

If I wanna be honest about that and through that need, I think is what has drawn our attention to say, Hey, this is something that they value. This is something that's important to them. And so, because it's important to them, it has to become important to me.

[00:28:39] Griffin Jones: I was gonna ask about the, the advertising part coming from the people are seeing celebrities talk about it and, and.

And following them on social media of their journeys. Is this an area that is still under referred from other provi even before let's even before we get to the elective side, even on just the ENCO side, is this still under referred from other providers?

[00:29:03] Dr. Janet Bruno-Gaston: I'm so glad you said that I embarrassingly so, embarrassingly so, it is difficult to create a network that geographically spans a large region outside of a metropolitan hub, like Houston or big cities that you mentioned. So that really creates a disparity for patients on what they're able to be offered. If they're offered in what they're able to receive it in a timely manner.

And to me, that's just uncomfortable. Because this is a standard part of REI that, , any group should be able to perform for patients. And the fact that there are these disparities that exist one city outside of here is, is just very disheartening. But to your point, this is not even entering into the elective space.

This is speaking in just medically indicated. I can't tell you how many patients I see after chemotherapy and they say to me, well, No one told me, they said that I should kind of check it out after, or they mentioned it briefly, but in the midst of everything that was happening, that was difficult.

So I really tried to prevent myself as a resource. I reserve spots so that if patients need to be seen immediately, they can come in. I've assembled a team that we kind of get things started in a very streamlined way. I partner with local pharmacies to be able to get medications delivered within 48 to 72 hours, if we need to do random starts.

So those are things that I put in place, so that if I can make this process easier for them, both their provider and the patient, then they will be more receptive to referring to me and allowing their patients to go through a treatment before they come back.

[00:30:56] Griffin Jones: It seems to me again, this is coming from a non-clinician, but it seems to me almost negligent to not refer to an REI as if, especially if someone was about to go through chemo. And I probably wouldn't have believed that happened at any kind of scale, but I was in my home city. I was talking to an oncologist at a social event, had nothing to do with work, told her about what I do for a living.

She had no idea of the REI's in our town. She had never referred out and she said, oh, maybe, yeah, I should start doing that. It's like, yeah, maybe you should.

Why don't you go ahead and do that. So is it because, I mean, do they think that they just have, so, I mean, they do, they cancer of course is life and death in many instances.

And so maybe I'm asking you to speculate, but I'm asking you to speculate why do you think that It's not as broadly toted of a message.

[00:31:55] Dr. Janet Bruno-Gaston: Yeah. I mean in their defense, there is a lot going on. There is a lot going on even emotionally for the patient and the provider. And so in the midst of this long discussion that they have to talk about, they then have to remember also bring up fertility preservation.

And so I think in the long list of things that are a priority for them to get through with the patient, fertility preservation may be somewhere on the bottom or doesn't exist. I also think that there is an assumption as providers we have our own bias as much as we try to ,exclude them that one, this process is expensive.

It's timely. You may not be able to afford it. So what is the purpose of going through all these hoops just to say, well, I'm not gonna do it anyway. And so I've had patients come back and say, well, providers said, Hey it's expensive. It's out of pocket. You're probably not gonna wanna do it.

And when you present the option like that that really isn't counseling the patient in a very neutral way. And so I think a lot of what I try to do is even if it's just a quick fact sheet that I'm like, Hey, you can pick this up and take in your office so that they can save their visit to do their counseling.

And the patient can then read about this and contact the clinic as they need to is a compromise between us both. I'm just really too trying to make their job easy without taking up much time from the primary counseling that they wanna do.

[00:33:26] Griffin Jones: Is it the same with elective fertility, press for OB GYNs. Do you suppose that they're not doing, and maybe this is an assumption, but from what I'm gathering, they're not doing a whole lot of family building counseling. They're treating people who need to be treated. They're referring to REI's once they, once they encounter infertility or once they encounter something like endo or, or P C O S.

But just from a oh, you're 32 and this is what you want next in life. I don't know that's happening. What education needs to be bridged for the fertility preservation side for referring providers?

[00:34:04] Dr. Janet Bruno-Gaston: So to your point with generalists, I actually do think they do quite a bit of family planning and family planning in our world is always expansion, growth, wanting kids, but family planning in their world also includes contraception.

So they do have very clear conversations with patients about what are their family planning go OS and what I will say for the elective for fertility preservation. I would say the patient leads that referral. So most times when I get patients coming in for elective, fertility preservation, it's truly something that they advocated for themselves.

They said, Hey, I heard about this. I wanna know this can I see someone? And that's how they come 'em to me. Or if they come on their own accord directly to REI. They come in, well read about, about the process and, and kind of have an idea of what it looks like. So it's interesting. There there's a little more initiative there because they have a very clear goal versus from the uncle fertility perspective, this may not have been something you were even ready to think about.

And now I have to pose this question to you. So the that's my thought there. And then in terms of just how do we improve referrals from, from, from providers across disciplines? I think like you said education making them aware that this is accessible, this can be done in a timely manner.

We're welcome to collaborate, to help coordinate care with patients so that we don't create treatment delays and that compromise their cancer diagnosis or their treatment outcomes. So a lot of what I do is just education and lending myself as a resource. And like I said, creating as simple as a.

A patient fact sheet with your card and your clinic's information is an easy way to walk into an oncology office. Maybe it's Heon or , surge on. And you just come in and you're like, Hey, I'm an REI in the area, I have a strong interest in fertility preservation. If you come across patient patients feel free to refer them.

This is a patient fact sheet. They can read this in the waiting room while they're waiting to see you. And if they have any follow up questions, they can contact me directly. That makes their job easy. I haven't taken up counseling time from what they need to, to get across to the patient so for them that works.

[00:36:32] Griffin Jones: So we talked about referral patterns. We talked about referral tactics. We talked about some Terminator, two stuff. We talked about your interest in fertility preservation as a practice area. I wanna go more into practice areas in general, because there are younger docs listening and thinking of, of what that will be.

So how do you delineate those duties among a group of so I think we can say now that you're, you're part of the center of Reproductive Medicine in Houston, which was a, a six, seven doc group.

[00:37:03] Dr. Janet Bruno-Gaston: It was prior to me joining, there was four. I replaced one physician and one retired. So there's four of us now, but we're kind of like acquiring more.

So we're getting there.

[00:37:14] Griffin Jones: You got some more docs coming and I even know one of them. And then you also have a big announcement as joining one of our bigger groups, the Shady Grove group and so when one's doing that, and in your case, we're talking about fertility preservation, but for other people it's gonna be recurring pregnancy loss.

It might be, and might be endometriosis. It might. How does that work within a practice? Or how could it work? Because I imagine the way it works varies differently from practice to practice at some places, it's probably just a title at other places, it really is a practice area. And so what does it mean to actually have that practice area?

[00:37:51] Dr. Janet Bruno-Gaston: Yeah. So I definitely agree that can manifest differently depending on the business model and practice you join for me, I knew that I wanted fertility preservation to be a part of my practice. And so I made that very clear on my interview. So for the fellows and recent grads, if there are something that you want to continue to pursue, perhaps it was in line with your research, your thesis from fellowship.

Be clear about that on your interview, because oftentimes the practice is excited about that because that becomes an area that they can then advertise and market and tap into that they probably are doing a few fertility preservation cycles here and there, but if you're, you're passionate enough about it, and you're thinking about becoming a center for that I think that's actually a selling point on, on an interview for you.

And so I talked very candidly about my interests on my interview and set some for myself and I'm happy. To be able to be achieving those goals and creating partnerships that improve access and more importantly coverage for fertility preservation. And from a business side, those partnerships are important because that becomes another pipeline for you to get referrals for patients.

So that has been helpful for me. And that has been my approach in, in kind of carving a niche for myself and getting to know clinicians in the area that you work. I mean, medicine is always a small community, but it can be joining local societies going to meetings just so that they have a face with the name.

And that could be the way that you start getting referrals from an office persistently. So I say definitely network make sure that you partner that you're partnering in line with your career goals and, and be consistent with that.

[00:39:50] Griffin Jones: So I see the selling point for you, Dr. Bruno guest honored you, the physician, you, the fellow whoever's listening as a different differentiator and a way to build your practice pretty quickly.

What about though, making sure that you are not sold by the clinic, by the practice owner, by whoever fellows are scarce right now, Janet, there's 44 of 'em. They're always scarce, but maybe only maybe only 20% of people would've hired 10 years ago. I don't know. But now it's like anybody is trying to get a doc right now. And so oh yeah, you wanna have a fertility preservation pregnant? Of course. Sure. We'll name it the Janet Bruno guest on fertility preservation consult room. You have any deceased grandparents? We'll name the garden for them. So like, most people, I believe in our field, I do believe the vast majority of people in our field are ethical. Really good people. There's probably a couple that aren't, but it, but they're they're I do believe they're the exception. Most people are here with great hearts very often though even the people with great hearts. Sometimes they just want to, they just wanna get the deal done. Not cuz they're bad people, but they're just like, oh yeah, Jan

sure. Yeah. That's what you wanna do because they don't really have a clear picture of it. In their mind and they're willing to put whatever placeholder there without firmly checking it against the, what, the picture that the candidate has in their mind so.

[00:41:14] Dr. Janet Bruno-Gaston: Yes.

[00:41:15] Griffin Jones: So I'm cautioning people right now. This is advice that I may or may not be qualified to give, but for the people listening if they have a practice area in mind and what that entails that they should be getting that clear picture from the hiring group mm-hmm and, and making sure they're in accordance and, and probably making sure that it's in writing simply because again, not because most people are unethical, but because writing just helps to really firm up X expectations.

Yeah. And so what did that have to look like for you or, and what does it have to look like for someone that's really serious about a practice area?

[00:41:49] Dr. Janet Bruno-Gaston: No I definitely agree with you. You wanna know that they're gonna be able to support that, that they respect that and they understand that that's something that is a part of your career goal.

For me, I kind of laid out a plan. I said, this is what I want to achieve by year one, I had a goal of working with some specific organizations. The mission is a nonprofit that provides grants to fund fertility preservation cycles. They do require a contract with the clinic. And so I told them very candidly, Hey, this is an organization that I would profit with partner with, how do you feel about that?

Have you done that in the past? They very receptive to that. And I kind of, because I worked one of my mentors, Dr. Woodard at MB Anderson, I had a sense logistically of how she had things set up. And so meeting with my nurse, I said, Hey, , what's my nurse's experience. ? Who would she be open to, I mean, I met everyone during the interview process you can take as many visits as you want.

That's something like, I didn't know either. I had a lot of people that said, Hey, I went back to the practice and like kind of just shadowed a day to work with them, to get a feel for the culture. So when your interview and considering practices. Yes, reviewing the contract and, and having a lawyer look over that is important, but there's also just a sense of culture that you want to assess.

And that's hard to get that from just reading black and white. And so a lot of times, I just came back up there and was like, Hey, I'm gonna kind of shadow today. I wanna see, the feel, the flow of clinic and those things. And I was asking the nurse would you be open to that?

What are your thoughts about that? Just getting a sense of how hard was this gonna be for me to build? Yeah.

[00:43:31] Griffin Jones: You could see how is she fighting? Yeah, because they'll say whatever, but the nurse, if the nurse is like, yeah, yeah. Then I'm doing that. You can get a little bit of an indicator.

That's a good idea. It's really good idea.

[00:43:41] Dr. Janet Bruno-Gaston: We talk to them, the people, the support staff around you like everyone from the front desk to the ma, because you really get a sense of perspective from everyone's everyone's job. So that to me, made a difference. I'm someone that has a strong instinct. And that means more to me than a lot of things.

[00:44:01] Griffin Jones: I'll let you have the final thought, whether you want it to be on fertility preservation on building a practice area within a practice there aren't dystopian futures would, how would you like to. On the better coating remarks on the metaphor.

Yeah.

[00:44:17] Dr. Janet Bruno-Gaston: No, I mean, thank you for having me on, I mean, this is a great afternoon for me to, to talk about fertility preservation.

It is something I am extremely passionate about, and as you can see it. The fact that we are not getting appropriate access to care, the healthcare disparities that exist across so many different communities. It is important for us as Reis to really champion that cause and make sure that we are constantly trying to advocate for those patients and provide betters opportunities for future family planning.

Because that is really important both for medically indicated patients. And for those who decide to choose fertility preservation, electively there are great organizations out there who are invested in, in helping practices, improve access. So for those of youngs musicians or anyone who decides, Hey, this may be an interest of, of, of mine.

Please check out the chicks mission, Baby Quest Foundation. These are great nonprofits that are strictly looking for clinics to partner with, and they are on the ground. They are lobbying for legislation to improve access and coverage to care. And they're just looking for REI clinics to partner with so that they can and have patients come through so.

[00:45:40] Griffin Jones: We'll link to those organizations in the show notes, Dr. Janet Bruno Gaston. Thank you so much for coming on Inside Reproductive Health.

[00:45:48] Dr. Janet Bruno-Gaston: Thank you.

Thank you.

Don't Lose New Fertility Patients Before the First Visit: 9 Steps of IVF Center Lead Conversion

By Griffin Jones and Stephanie Linder

“Marketing throws the ball, but the practice has to catch it,”--Rita Gruber.

Digital marketing and physician referrals lead prospective fertility patients to contact you. Then what?

They move into the second phase of the Fertility Patient Marketing Journey, Leads (New Patient Inquiries) to Initial Consult. And just because prospective patients have submitted a web form or called the clinic, doesn’t mean they actually book. Let’s look at how to fix that.

You may use the term new patient inquiry instead of lead. They are the same thing. A lead is any phone call, web form, fax or chat requesting a new appointment or seeking information prior to scheduling. 

The way in which your staff responds to the first prospective patient interaction, determines the conversion to initial consultation.  If you don’t have the right processes and properly trained people, you lose new patients before they even schedule. 

And the point isn’t just to get them in the door, either.

Positive and negative patient experiences start at the first point of contact - often a phone call or the response to a web form/chat.  Expectations and rapport are built and broken from the very beginning. 

Fertility Bridge estimates that as many as 20% of negative fertility center reviews come from people who haven't yet had a consult. Patient dissatisfaction is often a result of unmet expectations that weren’t set early in the process.

MEASURING CONVERSION % FROM FERTILITY PATIENT INQUIRY TO INITIAL CONSULTATION

Two key performance indicators (KPI) measure how well your fertility center converts leads.

1)  Total # New Patient Appointment

2). Lead conversion % 

Lead Conversion % = New Patient Appointment / Total Leads 

One individual must be accountable for these KPIs.

The Lead Conversion System 

At least 50% of your leads should be converted to appointments.  If it’s less than 50%, you must analyze and revise your system immediately.  This is the system to increase that percentage. 

  1. Dedicate a new patient line

  2. Have a specialized new patient scheduling team

  3. Unify scheduling across offices and providers

  4. Answer the Phone

  5. Offer the appointment 

  6. Book shortest wait list 

  7. Respond to voicemails and web forms within specified time 

  8. Record Lead Interaction

  9. Clearly identify next steps 

1) Dedicate New Patient Line and Form

Current fertility patients and prospective fertility patients have different needs. Having a phone line and an online request appointment form that separates new patient inquiries from current patient call backs allows your staff to better manage both patient types. 

2) Specialized New Patient Scheduling Team

Multi-tasking is detrimental to both lead conversion and patient satisfaction. It can cause frustration when a front desk person has to schedule a new patient call, fetch a medical record, and check in a consult simultaneously.

A dedicated role or team also decreases voicemails, unanswered phone calls and hangups. It reduces the time required for your staff to play phone tag and increases new appointments booked.

3) Unify Scheduling across offices and providers

When prospective patients have to be transferred from (or worse, hang up and call) one office to another, they often do call…another fertility center.  Your new patient call center is responsible for booking every office equally based on availability without preference to an assigned office or doctor.   

4) Answer The Phone

Missed calls are a great source of new patient appointments...for another fertility center. They are also as good for your patient’s experience as your cable company’s phone tree is for you.  Make a plan to hire the adequate number of staff and use data to ensure coverage during the busiest days/hours. 

5) Offer the appointment 

When prospective patients call with questions, most staff members answer the question at face value and go no further.  In order to increase conversion, mandate your staff “ask for the appointment” at least once with every prospective patient, regardless of the question being asked. Consistently offering and asking for the appointment makes an immediate impact on your KPIs, costs $0, and is a process that can be implemented today.  

6) Book Shortest Waitlist 

The longer the wait, the higher the risk of lost appointments, cancellations, and no-shows.

In a multi-physician group, when your waitlist is longer than 4 weeks it is the role of the call center to suggest a doctor with a shorter waitlist. 

Your call center won’t offer earlier slots with a different physician than requested without your blessing. Some docs cringe at this idea. Make sure your staff knows it’s OK and that the most important part is that the patient stay in your clinic ecosystem.  Do you want to be a single provider or do you want to be a practice owner? 

7) Respond to all voicemails and digital inquiries

Avoid being nailed by a negative review that comes from people who’ve never even seen you for a consultation.  Set specific expectations of call back time on your online contact forms’ thank you pages and voicemail. The sooner you respond the better, but you must be able to exceed the expectation. It’s far better for their perception of you to say “you will hear back from us in 72 hours” and get back to them in 48 than to say “you will hear back from us in 24 hours” and get back to them in 36.

You should always follow up more than once, but the cadence of lead nurturing is a topic for another article.

8) Record Lead Interaction

Document your interactions in a customer relationship management software (CRM). Using this data will help you identify drop off, automate follow up, and nurture prospective patients with helpful information.

9) Clearly Identify Next Steps

Before ending the interaction, your new patient team should set three clear expectations about what happens between now and the appointment:

  • Welcome Sequence Correspondence

  • Medical records and patient portal

  • Appt time, correct patient info and acknowledgment of next steps 

CONVERT MORE INQUIRIES TO NEW PATIENTS

We’ve given you an actionable process for converting new fertility patient inquiries to new consultations, but we didn’t talk much about what your team needs to deliver concierge service. How your team responds to these patients is likely even more important than when they do it. 

If you would like Fertility Bridge’s help in improving your fertility center’s lead to new appointment percentage, or how to implement the steps listed above - book a Goal and Competitive Diagnostic meeting below. 

115: Exploring the Role of Obesity in Fertility Medicine with Evan Richardson

Evan Richardson on Inside Reproductive Health.png

Obesity plays an important role in the worlds of many struggling with conception, and in recent years the field of Obesity Medicine has grown substantially. Weight loss makes the fertility journey so much easier while increasing the quality of life for the patient.

Today’s episode features Evan Richardson, CEO and Founder of Form Health, a modern obesity practice that remotely connects their patients to dieticians. He speaks with Griffin Jones about a wide range of topics relating to obesity and fertility, from their complicated connection all the way to the future of subspecialties and medical health as a whole.

You can find the episode anywhere you stream podcasts or at our website.

Today’s Episode Focuses On:

  • The role Of BMI in fertility

  • The importance of medical subspecialties

  • The difficulties behind sustained weight loss

  • The future of subspecialty practices

  • The relationship between obesity medicine and fertility medicine

Social Links:

Evan’s Linkedin: https://www.linkedin.com/in/evrichardson/

Form Health Website: https://www.formhealth.co

FH Facebook: https://www.facebook.com/formhealthofficial

FH Instagram: https://www.facebook.com/formhealthofficial


To learn more about our Goal and Competitive Diagnostic, visit us at FertilityBridge.com


Transcript

[00:00:00] Evan Richardson: We're a fully virtual program. So everything happens through an app. Then those patients are talking with us almost every day.

We talked to on average, we talk to our patients every day, and that's just not a sustainable model for a traditional primary care practice.

 

[00:00:55] Griffin Jones: Today on Inside Reproductive Health. I hosted Evan Richardson, who is the CEO and founder of a new tech health startup called FormHealth. Before I get into my show with Evan today, my shoutout goes to doctors, Adam Griffin, and Mike Sullivan from Buffalo IVF, who are the reasons that I got into this field more than seven years ago now, starting from a small rural village in Bolivia for $500 a month, doing organic social media to now something that is unrecognizable to that venture. And so a shout out to those guys. I don't know if they listened to the show, but you have been telling people have been getting the shout outs because you've been texting them.

So if you call on those guys or if you're friends with them. Please text them, let them know that they were in this shout out today show with Evan. I know some people are going to be grumpy with me because they want to come on the show. I've got to be real protective of who I have on the show, because this is the media platform for REI and business people in the field and practice owners.

So I've got to be really careful most of the time, I don't let industry, side folks on, although sponsorship is a different option available, but I thought it was important to talk about the ways that tech can help us. If not triaged patients, at least help you treat the patients that you need to be treating, doing the things that you need and want to be doing.

And then letting more efficient solutions help with that, which you don't. So if I sound incredulous in this interview with Evan, just because I was trying to be a good steward of how you might be combing through their value proposition. I'm not a clinician. I did my best. So you can take a listen to this show with Evan.

He's been in the tech space for a while. The health tech space for awhile. He was an early employee at Castlight health. He's a member of the board of directors of bicycle health. He was part of the founding management team at grand rounds, which is also a telemedical concierge. And so he is now in this VC startup world very much.

And I hope you enjoy the show.

 Mr. Richardson, Evan. Welcome to Inside Reproductive Health. 

[00:03:25] Evan Richardson: Very happy to be here. Thanks for thanks for making time here. 

[00:03:28] Griffin Jones: I've got to tell you that I'm a little bit not looking forward to when this episode comes out for a reason that we've gotten, I've gotten very protective of the audience of this show in the last couple years, because now we're sort of the only media outlet for the business side of fertility, which has a lot of people asking me like, hey, can I come on the show?

Can I pitch this, or can we talk about this topic? And now, like, I also want to get to the point where we're in sponsorship mode. Didn't think that was the realm that you were in, but I just know that people that have asked me to come on are going to be like, what the heck why'd you let that guy on you didn't let us, I do have an explanation, but I, and I want to go back into the I want to start backwards a little bit before.

We'd talk about what form health is, but if we could start. Why fertility, what is the relationship to fertility? Then I'll get my answer and then we'll work back and then forth again. 

[00:04:29] Evan Richardson: That makes, that makes a lot of sense. So I feel like that, to answer that question, I can tell a little bit about form, which is that we are a concierge telemedical weight loss services.

So we work within the realm of medical support. We are we are a medical practice. We treat patients and we work with those individuals to meet their broader healthcare goals within the context of helping them to lose weight. And it turns out that weight loss can be really important for fertility for a number of reasons for a number of practices folks have a BMI cutoff and patients would come in above that cutoff can't receive certain services because risks because risks around sedation for other folks, there's a, you know, a real demand for surrogates. Sometimes the surrogates don't meet a BMI threshold that's required.

And then for the broad population you know, risks around risks around becoming pregnant and then carrying a child to term all go up as BMI goes up from from the sort of obesity level, which is a BMI of 30. We've worked with fertility practices now for for quite awhile to help them to bring patients into the realm of being treatable from a fertility perspective, BMI down below any sort of hard ceilings, they may have to increase. The number of surrogates that they have available. And then also just to improve sort of all of the outcomes related to fertility all by helping their patients reduce their body mass index. And it turns out that, you know, the relation between the relationship between fertility.

And BMI is fairly clear, right? All risks to becoming pregnant or to carrying a child would turn to come down as a patient brings their BMI back towards the sort of clinically normal threshold below a BMI of 30. And that's really where we help. That's where we work with fertility providers to help, to improve not all of their outcomes and broaden the base of patients and surrogates they can work 

with.

[00:06:29] Griffin Jones: What other subspecialties of healthcare, if any, are you working with? 

[00:06:34] Evan Richardson: Yeah, well, so that's a really great question. The answer is is all so, you know, we work with primary care providers. , we work with folks in the orthopedic space and then, you know, kind of everybody else, I would say those are the big the big four with fertility kind of leading the way for the sub-specialties that we work with today.

But we do have referring providers that come from, you know, the broad. Medical subspecialties, because there really is no area of care that at wherein outcomes and patient outcomes are not improved by helping those individuals with a BMI over 30, to bring that BMI down below the obesity. 

[00:07:15] Griffin Jones: Well, I don't really give a crap about those other subspecialties, but what I am interested is a little bit more on how you partner with clinics, but the reason why I was okay with having you on the show is because there a tremendous bottleneck in fertility right now there's simply more patient demand than there are providers to be able to treat them.

And we need other means to help. I dunno if triaged is the right word, but to help with some of the treatment that doesn't need to be going on at a fertility specialist so that the fertility specialist can do what only the fertility specialists can do. And so talk a little bit, but I also brought John because it didn't seem like, you know, you were necessarily.

That you had like this really, oh, I don't know deep monetized partnership with fertility centers. Maybe I'm wrong. How do you partner with fertility center? Yeah. 

[00:08:12] Evan Richardson: So great question. Yeah. And I think, look, you're right. The challenge for fertility centers in a lot of cases is how to be as efficient as possible at delivering the care that they deliver to as many patients possible.

When you have somebody coming in, who doesn't meet one of your sort of basic requirements around care. That's a challenge to you know, to sort of work with that person, especially over a period of time. If they continue to not sort of be within that BMI limited require. What we do in partnering with fertility centers is we try to work as closely as possible with them in support of the patient's goal of fertility.

That means that we try to make the burden. In terms of getting patients to us as light as possible for those referring fertility clinics. And then we try to make sure that when that patient is ready to come back we make that process of coming back to the fertility center as easy as possible. So I would broadly kind of group our partnership into two kinds of patients.

The first one is patients whose BMI precludes them from one kind of treatment or another. So we'll hear frequently that, you know, a center has a BMI cutoff of 35 or 40 or so around IVF as a broad category. And the reasons for that, I have a lot to do risks from sedation and risk of airway collapse.

It's certain a higher BMI and the threshold depends a lot on the facilities that are available and just the, the policies that practitioners are put in place for those patients who have who have a BMI that precludes them from receiving care. We partner with the facility.

Take that patient understand their fertility goals, understand the fertility path forward for them understand the weight target that they need to achieve in order to receive in order to receive fertility treatment and work with that patient over the course of weeks and months, independent from the fertility practice.

And about the only thing that happens during that process is we update the fertility center on a regular basis and that. Frequency depends really on the fertility centers preference for those updates. Usually it's about once a month, we give them an update on sort of the patients that we're working with for them.

And then when that patient hits that BMI threshold, we then with the right amount of notice, cause then in many cases, you know, it takes you know, four to six weeks to get an appointment with a treating provider. We'll say to those patients who were ready, Hey, you hit your threshold or you're about to hit that threshold.

You're ready to go back. Let's get you set up with that care. We a ll work with the fertility, the referring fertility practice to make sure that person who previously was just not eligible for care and previously could not have received treatment. Now it gets back into their practice in a pretty seamless way.

And, and is able to get care. Typically we continue to work with those patients because now they're in the second category of care, which is patients who are eligible for fertility services, but who would but, and who are already sort of receiving those, but who would like to continue to lose weight.

And for those folks, typically we are treating alongside the referring provider. And again, you know, we make that pretty, pretty seamless to the referring provider. There is no change. 

[00:11:25] Griffin Jones: Referring provider in this case, being the REI? 

[00:11:28] Evan Richardson: That's correct. Right. Isn't the fertility is the fertility specialist. It's pretty seamless to their fertility specialists.

They don't have to do anything to change their path of treatment because is actively losing weight. We always are making sure that we're up to date on the path of treatment forward patient, and that we're practicing in line with those care needs. And the patient often, you know, continues to lose a meaningful amount of weight as they go through treatment.

We will stick with those patients oftentimes through pregnancy and then afterwards continue to help them to lose weight when it's appropriate to lose weight again, which of course it's not appropriate during break. 

[00:11:58] Griffin Jones: So while we're on the topic of referring providers. When we say referring providers, we typically talk about OB GYN, sometimes PCPs.

And one thing that I've heard from REIs for as long as I've been in the field is there's often a trepidation of disrupting their referral patterns. They don't want to they don't wanna, they don't want OB-GYNs to perceive that they're taking their patients who have always send them. So that they'll keep getting referrals.

Some, there's probably some threads of this concern that are valid often. I think it's probably not valid. OB-GYNs are just as busy if not busier than REIs. And so our PCPs and very often we're talking about low margin insurance patients which is why I'm interested in exploring this telehealth idea, but I can hear a couple people, a couple REI's in the back of my head saying, well, why would we refer these patients out to a platform like this and piss off the, you know, the, when we could be sending them back to their PCP? Sure. That's a 

[00:13:04] Evan Richardson: great question. Look, I think, you know, For some patients the PCP is a perfectly appropriate place to treat their obesity.

And in many cases, the PCP has already been a part of the discussion, right? So most patients that have obesity are counseled by their PCP, that they should be losing weight. They'll ask that BCP, hey, what should I do? And that BCP will have sort of, you know, taken them through their, their frontline treatment.

I think the reality is. In the vast majority of cases, those that mode of treatment doesn't work. And so just like we work with BCPS and, you know, different side of our business, we work with PCPs is the referring provider, as opposed to fertility as the referring provider. And we do that because the PCP say, all right, I understand that there is this new area of medicine called obesity medicine and that's our subspecialty. That's a specialty in which form health practices, our physicians, our obesity medicines board, they have they typically come from an endocrinology or primary care background, but they've all passed their ABOM. The American board obesity medicine boards.

And they just have a, just like, you know, , cardiologist has advanced experience within their area of specialty. Our physicians have advanced experience for these harder cases in the field of obesity. So while an REI might say, gee, why wouldn't I just send this back to the PCP?

Who by the way, sent me the patient the first place. I think the, the short answer is. Oftentimes those PCPs have already done the work that they're able to do and haven't gotten effective results. And in many cases, when it comes to actively treating these patients for for obesity many PCPs don't feel that they're sort of the right set of folks to deliver that care, which is why we work them as referrals as well.

[00:14:44] Griffin Jones: What evidence supports your idea that the treatment is very often unsuccessful. Obesity treatment is very often unsuccessful with the primary care. 

[00:14:54] Evan Richardson: Well, so, I think the biggest piece of evidence would simply be the continued upward climb of the rates of obesity in the United States.

Even though everybody's PCP who has a BMI over 30, we'll sit them down. You really need to change? 

[00:15:10] Griffin Jones: What are we talking? Numbers wise. And I know that you probably have this like memorize for VCs. So like numbers wise, what are we talking about obesity and that you're 

[00:15:20] Evan Richardson: discussing today, the obesity rate for adults in the U S as close to 45%.

And it depends on what what statistic you want to look at. There's a few, they're not suggesting. The pandemic and the folks that being home there've been some pretty substantial increases in that number, but, you know, here, as recently as 1982, the rates in the us were 10%, right?

This is a this is a health challenge that up until January of 2020, along with opioids was, you know, one of the two major problems at the US phase. And I think, you know, we haven't seen sort of any change there that is despite a lot of healthcare focus in the area and a lot of counseling from BCPS.

I think the challenges that for for many doctors you know, that there is a there's a sense of, Hey, know, what to deliver the right care for obesity medicine to deliver, you know, the right kind of accurate around weight loss. We need to have a very active set of interactions with a patient.

Perform health, for example, meets with our patients once a month with their physician twice a month with a dietician so they're seeing somebody from form health almost every week, and then we're a fully virtual program. So everything happens through an app. Then those patients are talking with us almost every day.

We talked to on average, we talk to our patients every day, and that's just not a sustainable model for a traditional primary care practice. In addition to that for some patients, and then there's an asterisk here because for patients who are maybe pregnant or working to get pregnant, many of the medications in the space, aren't always appropriate.

But for many physicians there's a world of medications that are helpful to. And they're not comfortable in prescribing those for a variety of reasons that have to do with training and history and all this stuff. And so, that's why you know, a lot of physicians today are excited to refer out to specialty focused obesity medicine.

[00:17:13] Griffin Jones: What kind of results are you seeing now? And if you're still in forecast mode, how will you be measuring the results? 

[00:17:19] Evan Richardson: Yeah, that's a great question. So, so, you know, we've seen results that are best in class for obesity clinics. You know, we have our specialty, as I mentioned is obesity medicine.

And so there's a fair amount of research that looks at. The rate at which folks are able to lose weight, you know, for us patients that are doing great can lose up to 25% of their body weight over the course of six months those are the results that we have seen. So very very substantial weight loss.

Typically a patient is losing about a pound a week and, you know, for some patients they'll stop and they'll say, hold on a pound a week. You know, I shouldn't, I be able to lose it faster with a medically engaged program. And the answer is. No, and you're losing weight much faster than that then it's not sustainable weight loss, and you're much more likely to stop.

And you're much more likely to see rebound after that. And so lots of studies today show that you know, about a pound a week is sort of the upper threshold for how fast somebody it's a little, it's a little faster than that when you start weight models. But the sustain rate is about a pound a week and we see that.

And I think the thing that's really important for our field is how long does somebody stay in. This kind of program. So for a lot of more traditional weight loss either self guided or guided through a program, like a weight Watchers, et cetera, people retain on those programs for a very short period of time.

Right? We're talking 20 days, right? 22, 23 days, and sort of average retention there. And if anybody's tried it themselves, you've probably had a similar experience. The first two weeks you're really motivated. Third week you started adding up. I want to keep doing this. By the end of the third, we get a couple of reasons not doing he.

Didn't what we see is that about 75% of our patients are still with us at 6, 7, 8 months. That's a lot. Right. And when somebody sticks around with you for that time, you're really able to help them make material changes in their life, lifestyle, and health. And you're really able to see those folks go from you know, from a very high BMI down to something that's more you know, more clinically help them.

[00:19:10] Griffin Jones: Have you done any abstracts yet? 

[00:19:11] Evan Richardson: We've done a couple of posters. We did a poster at the at the obesity society here last year. And we did one at ASPM, American Society of Pediatric Surgeons here this year.

[00:19:22] Griffin Jones: Summarize a couple of those findings for us. 

[00:19:25] Evan Richardson: Yeah. I think, you know, in line with what we just talked through.

So, you know, typically patients are losing about a pound, right? and that we see that retention that is, you know, very substantial during the forecast period, I think, you know, the results that we're the most proud of you know, are actually coming out of some of our work with fertility centers where, you know, we had just this month two patients who became pregnant who had been having, you know, real challenges or.

Eligible to be getting fertility services because of their weight. And after working with form, went back to their REI and are now working on building a family. So that's the kind of thing that we get really charged up about. 

[00:20:02] Griffin Jones: That's what the audience gets charged up about too. A pound a week and a longer enrollment in the program for the intervention.

What compared to baseline, I guess, what is the average intervention yield? 

[00:20:22] Evan Richardson: The average intervention, self-guided intervention doesn't yield anything. And so I think that's a really important thing to think about. So, you know, the alternative to referring to obesity medicine provider is the tele patient, hey, you know, you should maybe join a weight watchers. You should you know, you should work on this yourself self guided interventions because they don't last long. Don't tend to show great results, you know, weight watchers and others have some good clinical studies where they will show that their population is able to lose weight.

But the live reality of somebody on Weight Watchers is very different from a lot of those studies. And the reality is most patients don't stick around on those studies for very long. And so, I would suggest to folks that are listening to think about their patient population and think about those people who they've said, Hey, you know, if you want to have better outcomes on agent lose and weight and think about sort of what percentage of those folks were actually able to achieve that weight loss in our experience and, you know, sort of more broadly looking at the broader population data, it's very unusual for someone to be able to under sort of self-guidance or under.

A purely behavioral program to lose a significant amount of weight. We're not talking about 10 pounds, you know, but lose 30 plus pounds. And keep that off that's fairly rare. 

[00:21:32] Griffin Jones: Yeah. Well that was going to ask how do you stratify that a little bit more? Because I imagine some people will say, well, these programs work excellently?

And so to say like self intervention doesn't work, it could be, right, but how do you, what are some of the parameters that, show us that's true? 

[00:21:53] Evan Richardson: Yeah. So I think, you know, one of the biggest one is just the overall gain in BMI, across population. And again, that's been, you know, that the rate of obesity has been taking up you know, very substantially over the course of the last decades was really no pause right there, there is not a year in the last in the last 20 where the obesity rate in the country in the U S has gone down and that's generally the case globally. And so, you know, I think that again, if a person is not able to stay on a plan for more than a handful of weeks, they will not be able to achieve results. You know, you can think about a weight gain, typically takes a while. So for many patients, they're, you know, gaining a, you know, a couple of pounds a year on.

And they may have a year or two when they gained a substantial amount of weight. But if you asked them kind of, what was the trajectory of your weight gain over time? Typically it's, you know, it's a couple of pounds a year and just like weight gain can take a while. You know, that weight loss often can take awhile, even when it's medically assisted, right?

The fastest that you can go is about an hour a week. And so, for a lot of patients, what they find is, you know, gosh, if you're staying on that program for 14 days or 20 days, that might be fine. If you want to lose five pounds to go to the beach or for an event or something like. But when you're talking about sustained weight loss, most patients, the vast majority of patients benefit from that intervention. 

 

[00:25:38] Griffin Jones: How does the formhealth get paid? Is there a partnership from the fertility? Is there a referring fee?

[00:25:46] Evan Richardson: It's a great question. And the answer is no. So no cost to the referring provider and, you know, we look at this partnership as working to help the we're gonna help the individuals, our mutual patient to achieve their broader health goals in the context of fertility, the number one goal at the top of the list is I want to have a baby. And that's the goal that we are working towards together, but just like the fertility, especially just like the REI is not is not paying and is not able to pay. their referring provider. Fee to the provider who refers patients to form.

And you know, we think of this in terms of, you know, what value can we provide to that provider? So that's why we are keeping them updated in an effective and pretty efficient way for their time in terms of how these patients are working. That's why we're making sure that we're treating inline with that provider sort of needs for that patient when we work with them.

And really at the end of the day, this is just about us helping these patients. Together to achieve that fertility goal. 

[00:26:42] Griffin Jones: So is it a monthly subscription from 

[00:26:46] Evan Richardson: the great question? How do we get paid for? So, so, so there's two parts to how how our economics work. We are a we are a reimbursed.

Service. So when a patient sees their physician that service is submitted to their insurance, just like any other physician interaction would be. And then and then that sort of adjudicated through their insurance coverage, et cetera any cost to the patient for labs, any costs, the patients for medication all of that sort of runs through the insurance just like it would for any other medical interaction. And then in addition to that, we have a monthly fee that's $99. And that really covers the cost of the dieticians that patient works with. So there's two parts to that team. One is the physician two is the dietician. And so those dietetic services are covered by the $99 a month fee, which is paid for by the patient.

[00:27:34] Griffin Jones: I want to talk a little bit about the insurance and telemedicine, and that will make this tangent make sense because in February, 2020, I was at a small fertility conference. Very cool. Intimate fertility conference in Colorado. And we were starting to talk about this novel virus that was developing in the east, but.

[00:27:56] Evan Richardson: I haven't heard of it. 

[00:27:57] Griffin Jones: When people didn't really know what was going to happen yet so this is like the first week of February. And at that conference separately. We were also talking about the future of telemedicine, but also kind of how it was a pain in the neck because if you practiced it, if you hadn't, let's say you're in oh, Erie, Pennsylvania, and you're seeing patients.

Just across the border in New York state that you would have to have a law in some states. I don't know if this is true for Pennsylvania, New York, but at least in some states you'd have to have a license to practice in multiple states and. 

[00:28:28] Evan Richardson: That's the case in the majority of states. 

[00:28:30] Griffin Jones: Okay. And so, and then all of a sudden a month later, a lot of these regulations were put on hold and health and human services and office of civil rights I believe is, are the two agencies that that enforce HIPAA. And so they said, you know, you can use zoom, you can use FaceTime, you can use Skype. And so how did that affect or not affect you all at that time? 

[00:28:54] Evan Richardson: Really good question. You know, we have been a purely telemedical business since we got started and so we have been working within the sort of fairly complicated telemedical regulatory regime that exists. And so for us, in some ways, you know, we were already really prepared for everybody to get pretty excited about telemedicine. We didn't change the way that we work with patients.

We already had tools that were HIPAA compliant that were in place. I think some of the benefit to some providers was that, you know, some of the interstate licensing requirements or were waived or otherwise loosened for a period of time. I think, you know, for us that didn't have a big impact either because our providers, you know, were already sort of licensed in these states where they practice, you know, for us as a growing business, our perspective was we never know how long these waivers are going to last.

And they are really important for some of the emergency or near emergency medical treatment that had to happen around around COVID. But we didn't want to build our business on some of those sands that could shift pretty quickly. And so by and large, you know, everything that we did was highly compliant with the pre waiver world of telemedicine. 

[00:30:09] Griffin Jones: Your explanation of how you get paid from patients and from insurance companies and not from centers is part of the reason why I had you on the show. People sell to centers, then they're going to be more likely in that sponsorship category. I know that some other people are still going to say to me, oh, that's me too.

Why can't I come on show? Listen, sometimes I'm in a good mood, keep trying me. And but I am really interested in the idea that we just have to be doing, we have to be getting people to other solutions that are found in tech and do you think that we need to be propagating that for the triage aspect?

One concern that I've seen is, we've seen people come in and there's been a couple of them that thought, oh yeah, they're going to be great. They're going to stick around. And then it's like what? They burnt through that money pretty quickly. I didn't know you could burn through $60 million that quickly, but apparently you can and  VC is a cutthroat world. 

[00:31:07] Evan Richardson: Great parties. 

[00:31:08] Griffin Jones: So what challenges are you on the lookout for? 

[00:31:13] Evan Richardson: Yeah, look, I think, you know, we think that not surprising the world of obesity medicine, the specialty of treating treating folks in BMI north of 30 or in some cases be north of 27 with certain comorbidities. We think that is a big growth area in healthcare broadly today only about 1% of individuals with a BMI north of 30 are receiving medical treatment for their weight.

If you look at any other major medical condition type two diabetes, high blood pressure depression. Typically treatment rates settle out for reimburse services at about two thirds. And and I think, you know, we are entering a world with AMA recognizing here about seven years ago, that obesity was a medical condition with the creation of the American board of obesity medicine in a world where treatment of obesity will be more the norm. It is the exception today. It's absolutely the exception and, and I think, that's part of why, fertility, for example, has been a big growth area for us because patients weight so directly impacts their ability to to, to conceive and to carry a child.

And so I think, you know, we are headed over the next 10 years towards a world where treatment is more than normal, where we start to see treatment rates north of 50. For individuals with a BMI of 30. And that doesn't mean that all those people go to obesity sessions, right? Primary care will start to treat this more frequently, et cetera, et cetera.

But you know, in that world, what we are really looking at over the next 10 years is an incredible period of growth. And I think, you know, for us as a result, some of the biggest areas of concern are really just, you know, how do we grow effectively? How do we support that? In a way that matches with our very high level of standards for the care that our patients receive.

And how do we continue to do that as we scale out larger and across more states. So I think, you know, the the question for folks in our space is you know, as awareness grows, as referrals grow, as practitioners start to say, well, I'd refer out. If I saw high sugars, I'd refer, you know, for treatment, for what looks like it might be, know, a case diabetes.

If I saw high blood pressure, I'd probably refer out for that for treatment as well. I'm seeing somebody coming in with a BMI of 30, that is a medical condition. Of course, I'm going to refer out for that. But then as that becomes more of a norm of thinking, you know, I think the real questions are, you know, how do we as a.

As a specialty of medicine, how do we make sure that we support that growth in a way that's going to be effective and high quality for all of our patients?

[00:33:47] Griffin Jones: So what are some of the obstacles look like? Like you as the visionary of this burgeoning company, when you are thinking that six months to a year, what are the things that you're saying, this is what we're getting over as a company in the next half a year so? 

[00:34:01] Evan Richardson: Yeah, well, look, I think you know, I think supporting demand is always a big challenge as a growing company, right? So, you know what we have seen in working with and working with fertility providers and other physicians more broadly is the impact we've been able to have not really has been positive for their patients and as a result we, you know, we'll often with a as an example with a fertility provider and they'll say, great, I'm going to refer you. The folks that come in and their BMI is over 45. I can't do anything with them unless we bring that BMI down. And within a couple of months, we're seeing everybody with a BMI. 30. And they're actively treating those patients between 30 and 45, but they've seen such great results with the patients that have a very high BMI that may start to say to everybody else along the path, Hey, let me just toss these folks over to form because they know the support is there and they know the results are going to be there.

And this is something that the patients want to achieve along with their fertility. And so I think, you know, for us, we look to growth and we look to making sure that we continue to support those patients in the best darn way that we possibly can. I think, you know, the world of COVID is an interesting challenge for us as well.

Are, as I mentioned, purely tele medical patients never come into an office. That's really comfortable for patients because now they don't have to leave their home. And even as they go back to work, they don't have to leave the office. They can sit in a conference room like I am now and have that conversation with their with their practitioner receive treatment and go on about it per day.

But I think that, you know, we're going to see what changes in people's expectations, you know, w what we've seen across our business is a lot of folks have had some pretty material unplanned weight gain during COVID. And so I think that is you know, an opportunity and a challenge, because there's more folks that need help, but at the same time there's a lot more obstacles in their way that are causing the gateway to.

So I think, you know, there's some challenges from the medical side there's some challenges.

[00:35:51] Griffin Jones: I thought of two more questions that the audience will be grumpy with me. If I let you off the hook, then I've got it right. Then I've got a selfish question for myself that is of zero value to the audience.

And then lastly you can conclude with however you want. So, but I know that some people. There is sometimes a referral paranoia in this. And again I think most of it is unwarranted most of the time because of how busy we all are, but some people may see you've had luck, at least building the beginnings of relationships with a couple of groups.

They see another group on they're like, well, yeah, Person is two miles away from me. If I refer patients to form health, they're going to refer them back to this other group. 

[00:36:35] Evan Richardson: That's interesting. So, so, you know, I think all of these are things that we work really hard to just make sure for our referring physicians, when we receive a referral from a from a physician, you know, we mark that down.

 And we are working with that physician at the very least, keeping them updated on their patient's progress. And then sometimes if that patient's actively receiving treatment, then we'll kind of get the the note from the from the referring provider to make sure that our treatment path is still in line with their path of care for that same patient.

And when it comes time to send that person. We are already queued up with that. with that the referring physician, the one that sent us the patient in the first place, and we just sort of naturally send them right back and we keep we keep pretty good records on that internally, mostly. So that weekends stay in line with that physician's path of treatment.

But this isn't something where, you know somebody sends a patient. And we said, okay, well, who do we like in, you know, in the city of Boston to that referring provider? I do think, you know, we, we do have growing relationships with a number of providers nationwide and you know, we have been excited to support our relationship with those providers.

So, you know, we have a bunch of providers and say, great, know, we, help generate some content with you. We're always happy to, you know, lend or medical experts out to a little bit of content with them. We've got, you know, mutual, a webpage that we stand up. There's the opportunity to do you know, some, some joint work in building sort of practice volume.

And we're always supportive of that you know, I think we want to do whatever we can to help differentiate our practice partners, our referring partners, and help make it clear to patients that, you know, incoming to this specific REI. It's not just, Hey, you're here for one thing and one thing only, but it's a holistic solution that can include weight loss that can include all the things that patient needs to make sure that they can have the best chance possible of fertility 

[00:38:26] Griffin Jones: Hopefully, that's the more superficial concern, the more sincere concern that they will not let me off for letting you off is what are you doing with the data and what are you going to do with the data? 

[00:38:38] Evan Richardson: Good question. What we do with the data now is make sure that we're treating our patients appropriately and effectively.

I don't think that we have any plans around you know, looking at referral patterns or selling that data to other to other, you know, sort of like larger data entities or anything like that. I think, you know, there are opportunities, the things that we are really interested in with that data is publishing and making sure that the ways in which we are working with patients and the centers that we are working with you know, are really able to show the difference between those patients that, you know, that they worked with and help bring the BMI down. Some success rates they had there versus those patients who, for whatever reason were appropriate to referral or what there asking.

So we are actively working on a couple of paths now to start to publish with some of these larger opportunity groups. And if any of your viewers out there want to be part of something like that, where we can really take a look at the impact of of weight management around fertility treatment, you know, that's something where we're looking to add additional practitioners in groups into some of that work that we're doing.

[00:39:38] Griffin Jones: Okay. I think I've poked you to the extent that most of them would I think most has been filled. This is totally just for me. My two favorite influencer docks outside of the fertility field everybody's this is outside of the fertility field. My two favorite influencer docs outside the field are Jason Fung and Peter Attia and for their research and work on longevity.

And specifically with fasting protocols. This is just me. This is just me really curious how much of your protocols involve fasting or is that in your purview at all? 

[00:40:15] Evan Richardson: So not really. And I guess the first, the first thing that I'd put next to that, I think Fung and Attia are often working with folks that have very different health challenges than those people who are dealing with obesity.

Right. You know, to the extent that I've read some of their stuff. And I think they're pretty interesting, but they're really working on folks that are, you know, kind of already, you know, pretty far down the road of hitting all of the basics of helpfulness and are trying to kind of tweak and do a little bit of biohacking and really make sure that they're squeezing the most they can out of their know, out of their lives and their physical bodies.

And I think that's pretty interesting. We certainly do work with patients on multiple different protocols that help them to control calorie intake. And so, know, there's two big pieces of our care one is working with that physician. Two is working with a dietician intermittent fasting is absolutely one of the tools that our dieticians use, not so much for, you know, some of the outcomes that Attia and Fung might be you know, really focused on, but just because there's a lot of data around IF that suggests that for some people it's really helpful with controlling caloric intake. I think we're a little bit more skeptical on data suggesting that your body is burning more calories when you're doing intermittent fasting or that you have sort of increased metabolic activity when you're on IF.

But we absolutely see that it's super effective for a lot of people and helping them to control which helps them to control calorie intake. So given that, the reason I said that it's not really part of our program, this is not a required part. What we do is we try to work pretty pretty carefully with each patient to make sure that the dietetic approach we take with them is built for them.

And for some people IF just as ineffective for other folks. You know, they want to try, they want to try a different kind of restriction and I want to try, you know, meal replacement, or we may believe that's going to be highest impact for them. And so we work within those within those protocols, but there are a number of our patients that do IF and many of them find it to be pretty, pretty impactful, but they apply it and it is applied a little bit differently than what Attia and Fung are typically doing up.

[00:42:22] Griffin Jones: Well, we got to do is get you a show so that you can have those guys on your show and then they can see if they see it the same way. But that's just for me, this audience is mostly REI is mostly execs in the fertility field, a lot of practice owners. So how would you like to conclude with, to that audience Evan?

[00:42:41] Evan Richardson: Yeah, I think, you know, first it's been fun to have the opportunity just to chat with you. I think to those folks that are listening form is a practice that is really built to support your patient's outcome. And we work today with with dozens of practices across the country to help their patients to achieve better fertility outcomes, to achieve more pregnancies and carry more pregnancies to term.

And we strive to do that in a way that has as little friction to their practices as possible. What helps them to work with more patients and deliver better outcomes. And so I think, you know, to the extent that is something that folks are are excited about, and at least in our experience, a lot of practitioners are excited about working with more patients and improving outcomes for all their patients.

We're ready. And, and we'd love to hear from you and you can track us formhealth.co 

[00:43:36] Griffin Jones: I mean, I think this is the trajectory that we need to. At the very least look a lot more into, in the field to help expand text's use of applying the rest of the health treatment that we might not do. And thank you very much for coming on Inside Reproductive Health.

Thank you.

114: Fostering Better Communication Standards in the Workplace with Lisa Duran

Lisa Duran on Inside Reproductive Health.png

In this week’s episode Griffin Jones and Lisa Duran talk about the challenges that leaders face in the ever-growing infertility field as their clinics’ needs change and develop. They discuss consistency and coaching methods that can help make a professional team stronger.


Lisa Duran is a consultant who has worked with a multitude of organizations with the focus of bringing teams and customers to the forefront of care. She has worked as the Chief Experience Officer for Inception, Reconceived,  the DiJulius Group, VP of Patient Experience with Vivere Health, and was Formerly Chair of the Association for Reproductive Managers through ASRM. She is an experienced public speaker that has spoken at a range of fertility and health conferences. 



Today’s Episode Focuses On:

  • Efficient Delegation Practices

  • Consistency in Behavioral Standards

  • Navigating Through Negativity in the Workplace

  • Utilizing Different Personality Types Effectively

  • Healthy Communication Strategies


Lisa’s Social Media Links:


Linkedin Handle: 

https://www.linkedin.com/in/lisa-d-4025494b/?trk=public_profile_browsemap_profile-result-card_result-card_full-click


Transcript

Griffin Jones: [00:00:40] On today's show of Inside Reproductive Health. I've got Lisa Duran back with me and we talk about leadership and the struggles that leaders are facing in the fertility field right now -  being so insanely busy, crying out for help. We talk about some of the things that they can do and the tools that they need for support. Before I get into today's show with Lisa. I know who I'm going to give today’s shout out to. It’s to  Terry and Ed Malanda from Mandell’s Pharmacy. And the reason why is because if you ever hear, when I welcome somebody onto the show and I say, Hey, Dr. Smith, welcome Joe. And I do it in that order. It's partly because of Ed Malanda. I did it like one time and Ed commented that he liked it, that it was the right mix of formal and familiar. And so because of that positive encouragement, that became the tradition for the show. So if you think that super annoying, you've got Ed to blame from it. But today’s  shout out is for Ed and Terry at Mandell’s Pharmacy.. Today's show with Lisa is about leadership. We talk about how sometimes there's mutual mystification between partners.

You know what I'm talking about  - sometimes there's negativity. People complaining that management level and that seeps through because somebody is allowed to get away with it and talk about change, not being enacted because sometimes it's just a conversation with no follow ups. So we talk about the resources for what leaders need to impact that positive change.

 Lisa has been in this field in different corners in solid stints for a while. She was the chief experience officer at Inception. She's been a consultant for the DiJulius Group, she was the chair of the association for reproductive managers, which is how I met her so many different years ago. She's been an individual consultant, so if you want her help, she has that experience and I recommend reaching out. And so I hope you really enjoy this episode with Lisa Duran.

Ms. Duran, Lisa, welcome back to Inside Reproductive Health. 

Lisa Duran: [00:02:47] Thank you. I'm so happy to be back.

Griffin Jones: [00:02:49] By the time this airs it’s going to be like episode 114, somewhere around there. And I looked just for giggles of when you were on last, and it was episode 24.

So you were on  90 episodes. It was pretty early on into the show. The audience has grown a lot since then.  Overdue to have you back and glad you're here again.

Lisa Duran: [00:03:11] Wow. Well, thanks so much for having me. What an honor it is to be back. And after so many episodes, you clearly are doing something right and something well, so thanks Griffin. 

Griffin Jones: [00:03:19] Well, you too, because you had different tenures around the field and not just like a short little stint here, but you've done good yeasts multi-year blocks in different roles as a consultant in house for a clinic at the executive level of a larger company. And so you've gotten into so many different clinics.

You've probably seen the insides of more than I have, and you have also done it in very different business models. So I'm curious as to, if you could even come across commonalities being that some of them are so different. What are some of the biggest challenges that you're seeing leaders face in fertility centers?

Lisa Duran: [00:04:05] Yeah. That is such a good question. And such an important question that we ask right now. It's interesting because when I started consulting again, I wasn't sure if I would be consulting more on the patient experience side or more on the team member experience side and and the consistent ask is for the leadership experience really, and equipping the leaders because what's happening is that pretty consistently across the board? What an amazing time it is to be in the field of infertility? What we're seeing across the board of course is great. And people are realizing that they want to have a family. And so we're seeing, you know, great growth in the industry and that is, gosh, just such a blessing and such a great thing.

What has happened in the clinics is with great growth, comes different challenges. And you know, the clinics are trying to ramp up their staff. They're trying to hire appropriately. They're trying to onboard and train while navigating, you know, the explosion of growth that they're seeing.

And what we're finding is leaders are just asking to be equipped. Equipped to lead and to go from doing to leading and, you know, the challenges are pretty universal out there. It's navigating the growth. And while keeping, you know, your team morale up and keeping the standard of care where it needs to be.

Griffin Jones: [00:05:26] What are the differences that you're seeing between things that are involved in building the patient experience versus building the team or leadership experience. What are the differences? 

Lisa Duran: [00:05:37] Well, you know, certainly in the leadership experience, you know, you're equipping them with leadership skills and we'll talk a little bit about those probably in a little while, you know, you really are trying to influence one to influence the many, right?

And then with patient experience, you know, you’re really pouring into everybody, you know, typically at one time, and then the leaders would follow up, you know, with the standards and coaching and rewarding recognizing, and then coaching for behavioral change. So it's really teaching the skills to the leaders to do all those things.

And I've been really enjoying it. I, most of my consulting lately has really been in leadership and I'm really enjoying it. 

Griffin Jones: [00:06:21] What are the skills that they need help with? 

Lisa Duran: [00:06:24] Yeah. So pretty universally, there are three things that they are asking for. They're asking to learn how to delegate well. And again, it's going from doing to leading.

That's not an easy transition. So how do they transition that and not make their team feel like they're trying to shove work on them. Right. And we can talk about that a little bit more in a bit, but the second one is coaching for behavioral change because what's happening is they are so afraid of losing good people and losing people because it's hard enough trying to hire the right fit, you know?

So they're so afraid of losing people, what happens is that at times - it’s natural - sometimes we let behavior slide that, that, you know, the behavior that doesn't exactly meet our standards. Sometimes we let it slide or we make allowances or where we give special attention or circumstances, we allow circumstances to dictate what the decisions are and sometimes we'll give people a little bit more. And then you know, and not stick to the standard. And so what happens.

Griffin Jones: [00:07:29] What you just said, Lisa is the reason why there is a crabby office lady or crabby office, man, in so many practices across the world because of what you just said well, but he's really good with the, you know, he's really good with balancing the books. She's really good with billing and or they're the only person that knows this darn EMR as a super user. So we'll let this behavior, I see it all the darn time. And I got to tell you, even as hard as this job market is, we have had some conversations with people that we, you know, we use something called the people analyzer and it's saying like, Hey, this is where you're being rated on. This is where I'm rating you. They give their input and ultimately letting them say, okay, maybe this isn't for me. And even in a hard job market like this, it's been so worth it, even being a bit understaffed because even when you're understaffed, if everybody else feels like everybody else has their back, they're willing to put through the grime of being understaffed. But if you have somebody that even if they're good at the technical aspects of their job, then it's, they're saying, well, why the heck am I going the extra mile? If this person gets away with it, I think that's what you were pointing out.

Lisa Duran: [00:08:53] Yeah, very much. And when there's lack of consistency, on what is okay and what is not, you know, what one person can do versus another and what one person can get away with versus another, that creates resentment. And then with resent, you know, when there's resentment in a team, right, that's not exactly a positive environment.

And then we're asking those teams to deliver a great patient experience. And so that consistency and adhering to the standards and making sure that you're not giving special allowances to people because you're afraid of losing them. So that coaching for behavior change in a very positive way is very important.

And you, people will respect the leader more. And when you know what's expected of you and that's very clear it, people perform better, right? 

Griffin Jones: [00:09:39] I want to zoom into the delegating part of that, you mentioned, what trouble are they having with delegation?  

Lisa Duran: [00:09:45] Yeah. So, you know, the biggest thing with delegating is first of all, the stigma and delegating people think that delegating is pawning off my work to somebody right. And then, so that, you know, it's letting go of responsibility, it's assigning work and forgetting about it and so. 

Griffin Jones: [00:10:01] For some people, it is some people that's it. That's an earned stereotype. 

Lisa Duran: [00:10:08] Yeah. I have to tell you that. Being in the centers and being with the leaders, there is not a group of harder working individuals that truly have a heart, not only for their patients, but for their teams and their heart is to keep morale up. Their heart is to deliver a great patient experience. Their intentions are in the right place and they want to learn how to lead. And this is part of it. And they're so afraid to delegate because they don't want their teams to feel like they're giving them more work when they're already feeling a little overwhelmed and you know, so that's really the heart of it. And so it's really changing the mindset that really delegation is sharing work and it's really sharing authority, which can be very exciting to somebody. Who's possibly, you know, who has thoughts and ideas on things or who may want to move up, it's sharing that authority.

And it's also providing team development, right? What a great opportunity to pour into people and develop and raise up that, you know, that next leader. And so it's really changing the mindset and then giving them tools on how to do that. 

Griffin Jones: [00:11:15] Where are they getting caught up then? Is it that? Well, my team's already overworked and I just don't want to add more to them, is that the only place they're getting hung up?  Where else? 

Lisa Duran: [00:11:25] That there's a, yeah, that's a great question. Another place is that they're afraid to give it to them because they are fearful that if that person drops the ball, it's going to affect patient care and that's a valid concern, but done in the right way.

Yeah. With, you know, checking it as a leader checks in on the progress and making sure that before it's, you know, delivered that things are going in the right direction. It won't go there, but that's a big fear they have, you know, “I know how to do it, I can do it”. Right. You know, and I don't know that this person can do it like I can do it. You know, they all have such high expectations and standards for themselves. And that's why they're in leadership positions. 

Griffin Jones: [00:12:05] Sounds like that might be in the tool set that they need. What are the tools that they need to delegate? 

Lisa Duran: [00:12:11] Well, and I actually take them through some very simple steps that helps them to do that and it would certainly identify the things that you need to let go of and making sure that they're getting the commitment and the buy-in from the team member, but teaching them the process, sitting down with them, you know, a 10 to 15 minute conversation of teaching them the processes, if they need to learn it will be beneficial in the long run.

And so teaching them the process and then having regular check-ins is essential to making sure that again, that it's not going to affect the outcome and accountability. And then also it's an opportunity to encourage that person you're delegating with and, you know, give them encouragement and that they're really doing well and that's, and the teams need that right now. 

Griffin Jones: [00:13:02] How often is it that you see positions not having outcomes because I can't speak to the rest of the clinic, but at least in the marketing sales biz dev side, I'm so often seeing no outcome for the position. I think that's a problem. I wrote an article called should I fire my fertility center’s marketing director.

So if you're looking for outcomes, I break it down at each level of marketing. This is what this marketing role can be responsible for. In outcomes because I'm seldom seeing these are the outcomes that I'm expected to fulfill as a marker, which makes delegation a lot harder. Is that how common is that in the rest of the practice?

Lisa Duran: [00:13:43] You know, it really just depends on what they're delegating, you know, they can deligate, things from patient care to administrative tasks. And that is, and that's part of what I teach them is how to discern what to delegate and how you discern that is really knowing that team member that you're delegating to knowing their strengths.

Knowing their sweet spot, understanding are they detailed, are the big picture, right? Are they thinkers? Are they feelers? You know, really knowing them and discerning what you can and can't delegate to. So yes, if you delegate, you know, something very administrative and detailed to somebody, who's a big picture person, the outcomes aren't going to be there and it's going to backfire right and so, that happens.

Griffin Jones: [00:14:26] It happens all the time on the marketing side, where people are given responsibilities and in the practice owner's mind, they're thinking I want profits to increase by X, but the person has no authority over influencing X.

They are given a responsibility or a set of responsibilities that may or may not contribute to X. At all, but they probably do partly, but there are probably other things that are necessary to actually influence the outcome, but their responsibilities are, if not entirely divorced from. They're not entirely unified with those outcomes.

And so can you talk a little bit about the relationship between outcome and authority to affect the outcome? 

Lisa Duran: [00:15:16] Yeah, well, and again, that goes back to the responsibility of that goes back to the leader and being very clear on expectations and getting mutual, understanding on expectations and those constant check-ins.

If those check-ins aren't happening, if it's not going the direction that it should have, you will see it along the way. If you're not checking in then and, and the outcome doesn't happen, right the way you expected it to really, it's kind of a shame on you. You haven't checked in and making sure that, you know, the needle was pointing up or, you know, things were moving along the way they should have been moving.

And then you know, As you work with that person and can trust that person more, the check-ins become less and less, but that's essential and making sure that the outcomes are exactly what you are expecting and making sure that the person is very clear on the outcomes. 

Griffin Jones: [00:16:06] I think that's a huge reason for, well, just a lot of conflict between leaders is one, the outcome isn't spelled out too, even when it is the person doesn't necessarily have the ability to impact it. And you have to give somebody that seat to own that outcome. 

Lisa Duran: [00:16:26] That's right. They've got to have the authority, but you know, it's I think when I talking about delegating probably more in the centers probably it's more of those things that a leader can let go of more probably administrative things. Those things that, that really. Bog them down and stop them from being able to give them the bandwidth to lead and to develop, and rather than big outcomes of whether it be profitability or whether it be patient retention or things like that. You know, that's a whole different level of delegation and right now, these leaders are just are trying to function. They're trying to do so they're trying to be nurses and they're trying to be patient services, you know, advocates. And they're trying to, because they're still doing that as well. And they're trying to lead people and they're trying to hire and onboard and all those things, so really the delegation the tasks that we talk about are probably smaller projects that we'll just take some things off their plate that will allow them some bandwidth. 

Griffin Jones: [00:17:30] Do you find that resistance or if not resistance, just difficulty to delegate is more acute where it's an independent practice owner versus a group that is within a large network that supposedly, maybe does or does not have a lot of the corporate support?

What's the difference in the ability to delegate between those two different profiles? 

Lisa Duran: [00:17:58] Gosh, you know, that's another really great question. I, as you were saying that, I was thinking about that there really isn't a big network versus a single or practice or one practice owner,there really isn't a consistent I guess pattern, if you will or strength, if you will.

I think it really depends on the leader. You know, there are some leaders that are doers and really just have a hard time prying their hands off things, you know, whether they be in a network or in a smaller practice. And there are others that, you know, that are like, yes, come and help me and so it really just depends.

It really depends on the leader. It's not necessarily. A large network with maybe more support, more corporate support versus the smaller practices. It's really very individual. 

Griffin Jones: [00:18:42] So with those leaders, and I was thinking about what you said is that sometimes they may be smaller projects, but I think maybe sometimes they're not smaller projects.

I try to write about where I really, think someone can walk away and where a leader can not walk away. Example in marketing is that I do not believe that the principal of a company can walk away from positioning Fertility Bridges positioning is set by Griffin Jones and I can bring it down to a level that my creative director then makes the brand guide with me.

And then beyond that, I can move out of some of the some of the things, but the positioning has to be set by the principal. That's an example in marketing. How do you help people determine where the leader must be involved versus what they can delegate? 

Lisa Duran: [00:19:34] Again, it's really, it's helping them to discern what the desired outcome is and knowing the people, knowing what they can delegate, you know what they can delegate into who, you know, the teams are. So yeah, every team is so different, you know, you walk into a practice and you've got a leader that's been there 20 years that, you know, does this in her sleep. And she's got a team of people that she can delegate those bigger projects to and be very confident in the outcome.

And then you've got a leader that is a new leader. That's really, frankly, is just buried in trying to, to keep their head above water and trying to function. And so, you know, it's, again, it's very individual and just really teaching them discernment that is so big on what the one with the desired outcome is and then and then two who they can delegate to. So, but, you know.

Griffin Jones: [00:20:26] It's a vicious cycle, aren't it?

Lisa Duran: [00:20:27] Yeah, it really is.

Griffin Jones: [00:20:29] If, when your time is so consumed, it is so difficult to step away to actually do the things that the leader needs to do like, you know, when we are in between hiring for positions, guess who's back in helping out in that creative director role Griff guess who's back into the senior digital role sometimes at least for parts of the things.

And that prevents me from building out more of the things that's just part of. Building a business. It's two steps forward. One step back, you get yourself back together and you keep moving forward as a leader. But it really is a vicious cycle that I think many people, I don't know if they've attempted to escape it.

My whole career is about attempting to escape that so that I can build these systems so that other people can do them. But if you can't, if you can't step away to be a leader, then you can't. To delegate those things, which in turn fulfills the prophecy. 

Lisa Duran: [00:21:27] Right it's the prophecy. Well, and you know, typically you would say you've gotta be okay to let some things fail.

Right because that's where the learning happens and that's where the accountability comes. And that is really where, you know, again, where the growth happens. And what's challenging in infertility is those, if some of those fails are results in patient care, of dropping the ball on patient care, right, that's not okay. And that's not okay with the leader. And that's exactly what I find is that leaders are so afraid and rightfully so that tells you, you know, about their heart, know, they really want patients to be well taken care of that. They're not willing to risk a patient, not being taken care of with the standard of care that they're wanting them to, or that they need to, right? And that their practice promises.

And so that is exactly why, you know, when you start to delegate, you delegate those projects that are not necessarily going to affect directly. Patient, perhaps it's something, you know, in the process of patient care, but it's not necessarily directly you know, the fail is not affecting a patient, you know, communication or care that and so those are the things that we talk about.

But one of my favorite things to do is when I'm working with like, I do a pre-assessment. I asked him, what are the pain points? Where are the, tell me some of the tasks that really prohibit you from giving you bandwidth to lead.  And then when I go in, I'll ask them to identify someone and together. We will sit there and we will go through the conversation of delegating that task and we will do it together. And so that she, or he can watch it in action and feel good about it. And then I will follow up with them. And how did that go? What results are you seeing? Are you doing your check-ins and things like that?

And I'm telling you when they see the results of that, and when they see, you know, how much they can start to let go and when they start to see the growth of their team and how it just really made people feel valued it's powerful.

Griffin Jones: [00:23:24] So you've got an assessment that helps people to measure them.

How else can we help leaders during this time of  growth? 

Lisa Duran: [00:23:31] Yes. So, you know, the second thing that I was talking about is that coaching for behavioral change. And so, yes, so I teach them, you know, how do you coach for behavioral change? How do you turn that around in a positive way, but yet holding them accountable and keeping consistency in what you expect from everybody.

So that's and that is a skill that is good in life. Right. And especially in leadership if you expect the phone to be answered like this, if it's not answered like that, right. It needs to be a quick one minute coaching you know, a redirect and making sure that the person understands the standard.

They've got their commitment, they've got the tools they need, and that they know that, you know, people don't do what organizations expect they do. What's paid attention to. And also that one minute coaching right away, all the way. Really powerful. And so that's the second tool that I teach them.

Griffin Jones: [00:24:23] That's something that you taught me six years ago, that I still think about people pay attention to what their managers pay attention to. And absolutely true for my team. If I'm not paying attention to it at a high level, it will go away. And if I'm firmly paying attention to it, then they are definitely making sure it gets done.

But some of that sounded like procedural change. When I first, when we were exchanging notes and we were talking about behavioral change, I was thinking skeptically to what degree is that even possible to change someone's behavior. So can you talk a little bit more about behavioral change? Because I often find, maybe it's, I don't know if that what evidence supports or is it against my presupposition? That many personalities are not so malleable. 

Lisa Duran: [00:25:10] Yeah. Well, you know, I think about it, I'm a parent that, you know, my kids are older now, but I think about how different my kids' personalities were and one was very malleable and the other one, you know, really pushed on everything that I, you know, that I tried to direct her on and and you know, I had to be much more intentional with her and I had to be much more diligent on not letting anything go by if I, you know, if I expected. You know, a tasks to be done and I didn't follow through with it. It's my fault again, that it didn't get done. And so I don't believe that the people can't change their behavior.

I think that there's, you know, there are two reasons why people complain and there are two reasons why people's behavior don't change typically why it doesn't change and that's, you know, they don't want to, or they don't know how to, it's just become. Right. And so, you know, so figuring that out now that I don't want to, and digging in the heels, that's not acceptable in a business and especially in a business of care.

And so that person should not be on your team. That person should not be working in a company. Right. And but the one that just doesn't know how to, or the one that's been allowed to get away with it for so long that it's just become habit or there's no consequence to it. That's changeable. 

Griffin Jones: [00:26:28] I remember you saying your daughter was a J on the Myers-Briggs J which means, which is judger on the Myers-Briggs scale, which means which, and I know because I'm a hard J which means like, we like a plan and that's a different index than like the detail.

I don't need a detailed level of planning. But if I, you know, if I'm making plans with somebody, I'll see you next Thursday at here at seven o'clock, you don't need to send me a text reminder. I'm going there at seven o'clock. And if something changes, you better let me know so I can adjust my whole schedule. And so that's something that you mentioned that you learned about your daughter, and I think that's what you're using for behavioral change.

How much are personality tests involved in the assessment? Are you using it for this purpose?

 

Lisa Duran: [00:29:45] Very much, absolutely in everything. Absolutely. You know, that, that is such a great tool of Myers-Briggs is such a great tool for teaching communication skills. Right. And for teaching understanding, and being able to delegate based on strengths and certainly in coaching for behavioral change, because if you know, you've got a J or a P, or if, you know, where you have to be a little firmer or, you know, where you can be a little bit more lenient or a little bit more broad.

And so, yes, those every clinic I go to, we start with those, we with those perspectives.

Griffin Jones: [00:30:18] I think I talked about it in episode 24. So, but people probably haven't listened to it in a while. And  just liked the story so much that I've got to say it again, but there was a year at, oh, it was at ASRM or something and you separated the group into two and you said, all right, all my big picture folks, if you described yourself as big picture, go over here.

If you described yourself as really detail oriented, go over here and then. Picture. And it was like a picture of Christmas and all of the big picture people were asked to describe it. And we said things like it's a snowy winter's night and Christmas. And someone is finally come home to, to lie against the fireplace.

And the rest of the group was like, there are 12 candles, there are four rings on the rugs. There are three logs in the fire. And I was like, oh my gosh, they really do see the world differently than we did. Yeah. Talk about that with regard to behavioral change, to getting people to use to see, okay, this is how this  personality profile might need to receive communication.  

Talk about that with regard to behavioral change, to getting people to use to see, okay, this is how this  personality profile might need to receive communication.

Lisa Duran: [00:34:09] Well, and again, it's, you know, leadership, I love quoting Spider-Man or a leadership with great power comes great responsibility. There's a responsibility as a leader to know your people and to know their strengths and to ask them, listen, are you detailed?

Are you big picture? You know, do you, or do you make decisions based on thinking or do you make decisions based on feeling so they can adapt their coaching if they don't already know. But it plays a big part in how you coach and it plays a big part in how the person receives it, most definitely.

I recently did a different exercise as it relates to communication with Myers-Briggs and it was the best one. And I thought I'm going to do this everywhere. I go now, where where separated the judgers and separated the perceivers so that remember the judges as, you know, want to make a plan and stick to it.

And that they typically yes, they're more organized and more structured where the peas are a little bit more spontaneous and typically a little bit more on big picture, but much more spontaneous. And I had each of the groups, they had to create a poster of a party invite, but they had to create the poster in the other person's language.

So the Js had to do a poster that would appeal to the Ps. And the peace had to do a poster that appealed to the J's. And it was so great because the J's poster was like, Party starts whenever,  ends whenever, you know, food is going to be great. We're going to swim sometime, you know, and you know, and we're going to have a guest, we're going to have a guest, a celebrity guest, and then the Ps how they made the Js invitation, the Js invitation was party starts at seven ends at 12, right? And here's the schedule 7 0 5. We mingle and we have cocktails. I mean, they went all the way through the schedule and at the very end, you know, 11:30 Ubers come and pick you up. And it was just such an eye-opening experience for the way people communicate differently and how they receive communication.

And that it, you know, again and as leaders, it's our responsibility to understand that with our teams. So that's part of this coaching. 

Griffin Jones: [00:36:12] It's funny because I described myself as well.  I am a big picture person and I'm also a J because I like to know when things are, because I want to move things around, but it sounds to me like the P’s poster would be more or it'd be more interesting to me. Or,  I don't know, but I know with Myers-Briggs either you take these four different combinations and then you ultimately end up with four times four, you have six, 16 different profiles and it's pretty remarkable how. When you have yours, that it really gets you, you know, one of the things that mindset is I do like to I sometimes get discouraged if I feel like I'm pushing people, because one of the talents that I have is I'm a motivator, but also I have found in my life that it’s sometimes led me to try to get people riled up about things that they don't really give a crap about. And so, and I'd sometimes get like, emotional about that, of like, well, why don't you want to conquer this? And so really strongly that profile hit me. How do you walk people through their profile. 

Lisa Duran: [00:37:22] Well, I deal with the entire team so I always do it with the entire team, including the doctors. That's, it's so much fun and to really be able to dialogue communication styles. And I hope we get to talk about physician support in this too, because that's really key in a lot of this and what's happening throughout the industry.

But I do it in the entire group. The ideal is get the entire team together and we do the profiles together and, and I have the table share their profiles, and then we take some common profiles and we stand up and we really. Then we dialogue them and then we do some you know, some different activities based on what some of the objectives are for that day but it's powerful.

Griffin Jones: [00:37:58] That personality finding might've been the reason that I started the goal diagnostic. Cause I was like, I just want to find out. Off the bat. Do I care about this person's problem more than they do? Because if I do, I'm not moving forward. If they don't care enough about it at this tiny little level, then I am not investing a darn thing left and it's been super helpful, it allowed me to totally emotionally divorced from that and run a much more profitable and well organized business.

But so you're doing this with the teams. You wanted to talk about the lessons and support, and I think I'm gonna set you up for that subtopic with a bit of a loaded question. When you were saying with great power comes great responsibility, a saying that I have is, ”the fish rots from the head”. So I wanted to ask where you see the most, where at what points of the leadership chain you’re seeing the most help.

But my view is that if it's not coming from the top. There's no hope so can you speak to that a little bit? 

Lisa Duran: [00:39:06] Yeah. And I'd like to touch on one thing before I speak to that, because it really feeds right into it, you know the which was the third thing that people are asking for, and it's positively navigating negativity in the workplace.

And you know, what happens is when everybody's busy, everybody gets, you know, of short and negativity happens. And then the physician is frustrated because, you know, they're sending attitude and, but yet the teams are frustrated because they're being asked to do things 5 billion, different ways.

And so that, you know, it kind of goes hand in hand, but I'm going to speak to the positively negative navigating negativity first. And then I'll answer the question on the physicians, because again, it really ties in,you know, I talked about earlier how there, you know, there are two reasons why people complain.

This is from the John Gordon book, the no complaining role, it's I absolutely love it. And he talks about how, you know, people complain because they feel helpless, hopeless, like things aren't going to change or it's become habit. And so, so I absolutely love whether it be with leaders or teams. And we talk about that and I have them write down all the things that you complain about, you know, no one's going to see it.

I give them little journals, write down all, everything you complained about. And then John, in his book, he goes through three steps and how to turn a habit or a mindset. And do you know how to change that just with very simple steps. And and so, you know, first of all, teaching the team, that concept, and then teaching the leaders, how to expect that from them and how to condition them.

You know, one of my favorite quotes from the book is complaining is like vomit. You feel better afterwards, but everyone else around you feels sick right and isn't that the truth. 

Griffin Jones: [00:40:52] A hundred percent and it spreads and it's very common in office environments. It might be even more common in, healthcare office environment.

So how do, so what, how do we support the physician in a way that? 

Lisa Duran: [00:41:09] Yes. And so what I found I've actually had some really amazing meetings with some physicians where they've, you know, I've had one on ones where they've said, gosh, I don't know what I'm doing wrong, but I feel like I'm complaining or I'm yelling at them all the time because they're not doing things.

And you know, my, because I'm a pleaser my first reaction is like, oh no, Fine. But I have found myself in, in, in these years, the older I get, I guess the more season I get, I find myself a little bit more bold you I, you I tell them, I said, you know what? You are such an amazing physician because you do things the way you do them.

And you putting your personality into your spin, you know, fighting for what you feel is right. Whether it be a process or a protocol or a delivery, whatever it may be,  and I need you to understand what that does to the team, you know, can you imagine, I tell them, can you imagine starting a new job and saying, this is how you schedule an appointment and then you have four different physicians saying my patients, this is how it's done.

And you have four different ways of things and then you wonder why three months later, that person leaves and you're frustrated because now the ball's being dropped because your patients are being taken care of it's because there are, these teams are having to navigate not only how to, how to do everything and how to, how to give a great experience, how to give great care, but they're learning how to navigate different processes with each doctor.

And especially in those larger clinics, it is so challenging. I feel so bad, you know, I keep thinking, you would never hire me on patient services because you would fire me. I don't know that I could remember how everybody wants to do, how differently everybody wants to do it. So, I tell them you've got to let go of some stuff and, and, and the team of doctors need to come together and you guys need to try and create some continuity.

What are some things  that you can let go of to create some consistency, to help the teams out? That's how you can support them. 

Griffin Jones: [00:43:10] But that's a leadership issue in and of itself, iIsn't it of having, this is my way. This is our way. That's not a united kingdom. That is a different section of fiefdoms controlled by different warlords that allied together sometimes for certain resources that is not a United front.

That's where I really push people when I've had people like Dr. Eckstein on the show and I'm pushing people. And I'm saying like, how do you rule by committee and consensus? And there's some people that have good and like Dr. Washington has good thoughts on that, but I really am just skeptical of the whole thing. It's part again with like this little gold diagnostic thing that we do, what we're doing in the very beginning is can we get all of these people on the same page in the beginning? Because what I used to find, when we would get into agreements with people, we would find out three months, four months, That the other partner is a totally different idea and it would just,lik, throw a wrench in works and what the hell man.

Like if you're not successful, I'm not successful. And that affects my reputation. And so, that was an issue of leadership. It's like, okay, we have to get people in the same damn room talking about the shame. Damn.

How do you get that united front? 

Lisa Duran: [00:44:30] You know? So to be honest with you, Griffin. I I have just barely started having these conversations with physicians, but I will tell you that I'm dying to have them have me back because I, you know, I tell them, I'm like, look, you know what I will facilitate, you know, let's get the four of you in a room, let's first identify before we do that, let's get the team together and identify the top three things that are very inconsistent with all of you. And where consistency will make a huge impact. Once those are identified, then get the four of you in a room and let's look at those processes or those protocols and figure out where you can create some consistency, but having someone facilitate that again The out the objective being to make the lives easier for everyone to lessen their frustration as physicians and to, you know, for team retention.

So we're not turning our teams so much. And you know, in boosting them around and also having less things to have to be frustrated with them about, you know, let's do that together. And I've had a lot of, you know, a lot of physicians say, that's great. I'm willing to do that again. It's just, let's do it.

Right. Let's do it. Let's take that step now. It's going to be just a little, you know, I mean, that's it's a huge issue. Right? And so I'm not claiming that I, you know, that I can even begin to try to fix it, but I figured, you know, what, if we fix, you know, if we can fix three things and create some continuity there, then let's start there.

And then three months from now, let's visit another three, you know, or six months from now, let's visit another three and let's visit another three. And let's just try to make some progress because we've been talking about this for years, right? Right. 

Griffin Jones: [00:46:15] Yeah. There's a lot of mutual mystification between part.

I hear it all the time. Like, well, you know, I'm talking about selling to this group or I'm talking about hiring this person, but I don't want to tell Dr yet, because. They own X percent of the company. You might want to bring it up before the last minute. And I think of all the groups that we've worked with, there's been one where we have been like their mediator in this way, but I haven't a  hard conversations is a part of leadership, isn't it? Yes. Isn't it like the most important part of leadership, because otherwise you end up leadership is about getting all the boats to row in the same direction. If you can have hard conversations, you can't get the boat rowing in the same direction.

I have a key team member that within the last month or so we had to have an uncomfortable conversation and it was important because there was just a bud of resentment on each of our ends and we're able to nip it in the bud and come to, but if we didn't have that conversation and we had to have two of them, then just that little resentment would have grown more and more. And so  how.

Lisa Duran: [00:47:29] And that is exactly how it happens. 

Griffin Jones: [00:47:30] How do you facilitate  the, all I do is just get them in the same room and act like a dick. And they either team up against me or, or realize, oh yeah, maybe we should be doing this, but how do you do it more constructively? 

Lisa Duran: [00:47:45] Frankly, to be honest with you, a conversation is not going to do any.

I'm just being transparent with you. You know, we can, I can, you know, bring people into a room and have a conversation with them and say, Hey, you need to line up and you need to be, you know, whatever. Or I wouldn't say that, but I'd facilitate that conversation of how, you know, how are you feeling? How does this make you feel?

But really it's going to be in the action. So, and that's exactly what I'm talking about the, you if, if you've got buy-in to going, okay, let's look at the processes and then you walk away right. Then they don't have time, facilitate that, you know, that exercise and you know, the, again, the practice administrators and the leaders, they're the most hardworking, amazing people, I know, you know, they are trying so hard. And so, so it's really investing the time. It's really investing, you know, a couple hours, you know, every three or every six months. And to not just talk about it and not just get agreement, but, and maybe not even get agreement, but really just talk about it and big and not just talk about it, but figure out the solutions, take a very specific protocol or a process.

And do it right there. And then have it be, you know, when everyone walks out the door, whether you like it or not, you know, some things you’re gonna like some things you're not, and this is how we're going to do it. We've all done. This we've all worked on this together. And so, know, really it's gotta be a lot more than just conversation. 

Griffin Jones: [00:49:10] Because that's the solution to one of their two reasons for complaining, which is it's helpless, nothing's ever gonna change, or it's always but the other one has always been this way. That by changing it and reducing that negativity. And when you brought that up, it made me think that my people almost never complain about clients and it's because I almost never complain about clients. And that wasn't the case in the early days, I notice that my team would like, complain about clients a little bit.

And they were getting that from me. It's ‘cause I would make like a snide comment about something. How do they not have this together? And then I zoomed in and realized, well, it's one of two things - either I'm a know it all and I'm not appreciating what somebody else is going through in their business, or we have a saying in our company where there's no such thing as bad clients, there's only bad prospects and bad process. And I had to look at myself and be like, what is it about my process that is allowing these relationships to manifest in that way, and it wasn't easy to fix it. I really had to change how people come into the company, but once they do, like, we have a really good relationship with them and now I'm not complaining anymore, which means my team isn't complaining anymore, which is good because we should not be complaining about our clients who are working their fricking tails off.

But it was something that I had to fix at a fundamental level. So what are those to do's that you're giving people? They can take a while. 

Lisa Duran: [00:50:40] Yeah, they really can. And I'll share those to do's with you. But I want to tell you that this was a very personal journey for me as well. And I picked up that book because cOVID really got me in a funk. You know, I'm an extrovert on steroids and I love being in the clinics. And for me to be, you know, in my home office, by myself for 10 hours, I was like in the fetal position, you know, when people and I found myself chronically complaining and it just became habit. And that is not who I am.

And it was really ugly and I began to not like who I was. Right and I'm like, who is that? That's not you. And I love, you know, there's a, there's a saying that I absolutely love, and it says. Of your heart. So your mouth speaks and so, you know, I realized a lot of this was a heart issue and a head issue.

And so when I picked up the book, you know, I was like, okay, I gotta change my heart. And I got changed my head, you know? And so, you know, the hearts, one thing, the head is another. And so what are those tools? So those tools, there were three things, he gives you three things which were so great, number one is  you start with the they get two versus the half two instead of I have to do this by five, you know, I get to do this by five, right. Instead of I have to stay home in my home office, well, I get to work from home and you know what I can be in my yoga pants and a t-shirt all day, you know, replacing and changing the mindset. And so you replace half two with get to, and that's a very practical thing.

And so I did the exercise where I wrote down all the things that I typically complain about. And then I  crossed out half two and forgot two and so that became, you know, what I did. So step two was racing the butt and doing the and, you know, and not saying something great. And then saying the but right. But this really sucks so this really stinks, you know, replacing them and seeing him saying things like, you know, wow. I'm just, yeah, I've got so many projects right now. You know, and I'm, I'm going to get them done, not, but I don't know how I'm going to get these done. So, you know, again, replacing that and so changing some of the verbiage helped change my mindset, but the third one was the most  powerful. And that is the one where there are boundaries set in place that I had to get people on board with me, people that I would talk to all the time. Tsey-Haye, she's a good friend of mine from Inception. I'm gonna tell her, I'm like, you gotta help me keep these boundaries, you know?

And the boundaries, we're you know, you're not allowed to just complain any time. You're not allowed to vomit on me all day long and leaders. And that's why I tell leaders. I said, if you're walking across the floor and you're going to see a patient and you let one of your team members come up and vomit on you about something, and you're going to go see that patient unacceptable, they may not vomit on you while you're, you know, needing to go do something. So, so how do you know when can they, you know, people should be able to complain, but turning complaining into productive solutions. And so, you know, that is the key. So creating the boundaries on how they do it, and we've all heard the don't come to me with a complaint without being part of a solution, but he really breaks it down very nicely.

 And really holding people accountable for being part of the solution so one of the things I work on with leaders is how do you actively listen, validate their feelings of their complaint and saying that is, you know, those are some great points. And tell me what ideas do you have to fix this?

And what part are you going to play on this? I want to support you right. And then holding them accountable for that. I'm telling you when you make people be part of the solution, not just say it, but make them be part of the solution. You're good, they're not going to come back and complain to you very much.

Griffin Jones: [00:54:19] Yeah. My operations manager says you have something you want to do at Fertility Bridge, bust out the mirror because that's the person that's going to be doing it. But as you're talking, Lisa I'm seeing the reason of the importance. For this reason as connected to each other, meaning it's so important to not have complaints and be complaint driven only, and to be solutions focused, partly because of how sensitive the self-awareness has to be to improve as a leader. Like the things that you're talking about, I don't have to, I get to -  that’s counted all joy. That is a very difficult mindset to get in and there's just so much of a leader where you have to be brutally self-aware about everything that you've built.

It's like everything I’ve built like this still, is that good or this still needs to be improved, this particular part. And because you have to be so introspective. It can feel like salt in the wound when somebody just comes on like, well, why aren't you doing this? And we had somebody, we had a candidate, a job candidate last week that was like, well, why don't you have this type of social media post is like, oh, I don't know, because I'm busy making payroll from a company that I built from. Absolutely nothing. When I called Lisa Duran from a fricking orphanage in 2015, and I'm building all these systems and serving nineteen different clients and building a point of view for everything, because I never took a dime of that's why,

like just as you're talking, I think that they're reciprocal, the solutions orientedness has to be what makes. Wound not stinging so much when you are being introspective enough to actually pursue the change. 

Lisa Duran: [00:56:13] No you're so right about that. And it seems overwhelming to a leader, but, you know, I used the example of, you know, you've got, let's say you've got a group of team members that are gossiping or that are complaining about something.

How powerful is it? And, there's kind of a ringleader in it is when a leader takes that person aside in their office privately, and just saying, Hey, listen, I know I heard a lot of that going on. And you know, I know that we all want this to be a great workplace and you know, I know that I trust you and I want you to trust me.

And in order to trust you, I need to know that you're going to have my back on everything. And I want to have your back on that. Let's talk about that, to talk about that hard stuff, but the reward. Yeah, the relationship and the strength of the relationship, the reward, and that the leader walking away going.

I just taught somebody to, you know, to navigate some negativity, to possibly do that. And I just strengthened a relationship. I talked about something really hard and, and I got a partner. Right. And so intentional. It's hard, right but the reward is just so great. And  I would just, you know, when people do it and they feel it and they see it's powerful. 

Griffin Jones: [00:57:29] You've given us some you've walked us through personality assessments. You've given us the framework for getting leaders on the same page, how to support the leaders so that they can support the next leaders and to delegate. How do you want to conclude with supporting leaders in the fertility field?

 Lisa Duran: [00:57:47] You know, my heart really went when I go into a clinic, I just want to grab them and hug them and just say, you're doing amazing. You're doing amazing because again so many of the leaders out there are just really struggling with feeling like they're doing enough. And so, you know, part of, you know, what I love doing is inspiring them and equipping them first, inspiring them to them to know that they're doing enough and then equipping them to do the things that are going to make a difference in, you know, it's going to help give them bandwidth and help their teams just feel so good about, you know, what they're doing.

And so, I, you know, I think that's, I just want to conclude with I'd love to tell leaders out there. You're amazing. And you know, this time, this busy-ness and the craziness of the growth is just so wonderful. And the season will pass. They'll be some low leveling off, or you'll be able to breathe.

But the growth, you know, the hard times don't produce heroes, the hard times bring out the hero in you. And so I think that I love just watching the hero being brought out in people who've, who it's always been in fight of them. 

Griffin Jones: [00:59:00] I get to become a hero.

Lisa Duran: [00:59:02] Yes I get to become a hero, that's right.

Griffin Jones: [00:59:03] I get to become a hero. There's probably a lot of people that could use that right now. Thank you so much for coming back on us. 

Lisa Duran: [00:59:11] Oh Griffin, thank you for having me. I'm always so honored. I have to tell you, I was talking to a clinic today and I said, I've got to go. I said, I got to quit. I'm on a podcast with Griffin, from Fertility Bridge.

And they're like, oh my gosh, you get to do that. And I was like, yes, I get to do that. So I think you're kind of famous there Griffin so. 

Griffin Jones: [00:59:29] There really is full circle. Thanks so much for coming back on, Lisa. 

Lisa Duran: [00:59:32] Thank you. Take care.

IVF Conversion Strategy

IVF Conversion Strategy

Fertility centers often set new patient appointments and IVF retrieval goals without examining their relationship together. When we ask practice owners to state growth goals for new patient appointments and IVF retrievals, the difference almost always equates to a decrease in current IVF conversion rate.

92 - Increasing Access-to-Care for All Patient Populations, an interview with Dr. Marjorie Dixon

Marjorie Dixon is the founder, CEO, and Medical Director of Anova Fertility and Reproductive Health in Toronto, Canada. After completing her training in the States and experiencing what the field was like in her home country of Canada, Dr. Dixon knew she wanted to start a new clinic that used the best technology, provided the best care, and increased access-to-care for the LGBTQI+ population, one that was close to her heart.

On this episode of Inside Reproductive Health, Griffin digs into why Dr. Dixon chose to start her clinic in Toronto and what she does to not only increase the availability of care to all populations, but what she does to make them feel welcome in her practice.

90 - The Best of 2020

As we head into a new (and hopefully better) year, we wanted to take a look back on all the wonderful, inspiring guests we had on Inside Reproductive Health throughout the year. We talked about affordable care, mentoring new staff in the clinic and the lab. We learned about independent clinics and how they thrive despite heavy network competition, networks and how they continue to provide personalized care even after becoming publicly-owned. We talked about reducing physician burnout and increasing patient communication. And so much more.

On this episode of Inside Reproductive Health, we highlighted your favorite episodes and compiled the best clips into one episode for you to enjoy as 2020 wraps up.

89 - How to Reduce Physician Burn Out and Increase Patient Satisfaction, an interview with Dr. Serena Chen and Dr. Roohi Jeelani

Patient advocacy has always been an important part of the fertility field. With great organizations and lots of outspoken patients, patients are receiving more education outside of the clinic. But should physicians be involved in this sort of advocacy, too? Don’t they have enough on their plates?

On this episode of Inside Reproductive Health, Griffin spoke to Dr. Serena Chen of IRMS and Saint Barnabas Medical Center and Dr. Roohi Jeelani of Vios Fertility. Together, they co-authored a recently published paper, “Is Advocacy the solution to physician burnout?” They discuss why physicians should be more involved in advocacy and educating patients outside of their clinic. And why, against what one might think, it could reduce burnout for physicians in the long run.

88 - Cultivating the Provider-Patient Relationship: Improving Communication in Your Clinic, an interview with Dr. Aimee Eyvazzadeh

Dr. Aimee Eyvazzadeh is a single-physician practice owner, operating out of her clinic in the San Francisco Bay area. When she entered the field in 2008, she had one goal: reach every person who needs access to fertility care. To her, that doesn’t necessarily mean treating every patient, but it does mean putting out valuable information for patients to help them make informed decisions and, hopefully, help them reach their dreams of becoming pregnant.

On this episode of Inside Reproductive Health, Griffin and Dr. Aimee explore all the ways that she is trying to change the patient-physician relationship through communication both in and outside of her office. From her extended hours and lax phone call policy to her Podcast and YouTube channel, she has made herself accessible to her direct patients and her audience around the world. She shares what our clinics can do to further build their relationship with their patients and help make patient journeys just a little bit easier.

79 - Uncovering the Pros and Cons of Mandated Fertility Coverage, An interview with Jay Palumbo

As of August 2020, less than half of the states in America have some form of mandated insurance coverage for fertility treatments. Some require coverage for IVF, some cover preservation, but more than 30 states still have no requirement for covering fertility treatments in any form. But why? Is coverage really beneficial on the business side of the fertility field?

On this episode of Inside Reproductive Health, Griffin spoke with writer and women’s health advocate, Jennifer “Jay” Palumbo. Jay is currently the Chief Executive Officer at Wonder Woman Writer, LLC and is an avid women’s health advocate. From her award-willing blog “The Two Week Wait” to working at major fertility benefits companies, her experience has helped shape her mission to advocate for women’s health needs, especially when it comes to infertility.

In this episode, we uncover the pros and cons of mandated coverage from both the patient and the clinic side.

71 - Handling Patient Concerns with Restarting Fertility Treatment Post-COVID-19, an interview with Barbara Collura

Patients were heartbroken by fertility clinic shutdowns due to the COVID-19 Pandemic. People who have waited for possibly years for their chance to start or continue to build their family had their hopes dashed when they learned their treatment would be delayed for an indefinite amount of time. But how did clinics handle the communication with their patients? And are patients ready to come back with the threat of the disease still looming?

To help answer those questions, RESOLVE, the National Infertility Association, conducted a survey asking over 500 patients directly impacted by the shutdowns to share their experiences.

On this live episode of Inside Reproductive Health, Griffin spoke to Barbara Collura, President and CEO of RESOLVE. She walked us through the survey's results and what your clinic can do with the results to make a better experience for your patients who had to stall their fertility treatments, as well as those coming in during these unknown times.

69 - COVID-19 and the 1st Trimester: What the ASPIRE Study Could Mean for Your Fertility Clinic, an interview with Dr. Eleni Jaswa and Dr. Marcelle Cedars

The first trimester of pregnancy is crucial. Organ development is taking place, the placenta is being developed, things that can affect the trajectory of the entire pregnancy, or the baby’s life. But as of now, there is no data on the potential impact of COVID-19 during this critical stage of development.

But soon, that will all change. And what will it mean for fertility clinics once there is scientific data?

On this special live episode of Inside Reproductive Health, Griffin spoke with Dr. Eleni Jaswa and Dr. Marcelle Cedars, two of the Principal Investigators of the ASPIRE study being conducted through UCSF Center for Reproductive Health. This study hopes to reach 10,000 pregnant women in their first trimester and monitor them, looking for any impact that COVID-19 might have on fetuses through babies aged 18 months. They share the ultimate goal of the study, just how they are going to do it, and what you can do to be involved to help patients make more informed decisions when it comes to the potential risks of COVID-19.

How to Avoid Losing IVF Patients at the Last Minute

Potential patients have found you (and your competitors). They've done their research. Now, it’s up to you to give that final nudge to make that first appointment.

In this webinar, Griffin Jones continues down the patient acquisition funnel: The Decision Phase. This is where customers choose their fertility clinic, and enter it again after they are presented with their options for treatment. The stakes are high, but proper planning can lead to full schedules and ultimately, happy families.

Your name is out there via social media. You’ve provided education on your website. Your brand is established. Your competition has done the same. So what can you do to steer them toward you?

68 - Secrets of the Affordable IVF Model and How it is Poised to Win Market Share Post-COVID-19, An Interview with Dr. Robert Kiltz, Dr. Paul Magarelli, and Dr. Mark Amols

It’s not often that people relate the word “Affordable” with IVF. But the Affordable IVF Model is a thriving business model in a world full of expensive treatments. Despite questions about their revenue, rates, and processes, the model is growing and providing high-quality care to a vast amount of patients across the country. What can all clinics gain from this model, especially heading into a post-COVID-19 world?

On this special live episode of Inside Reproductive Health, Griffin spoke with three leading doctors whose clinics follow the Affordable IVF Model: Dr. Robert Kiltz of CNY Fertility, Dr. Paul Magarelli of Magarelli Fertility, and Dr. Mark Amols of New Direction Fertility Centers. Together, they talk about just how they make the Affordable IVF Model work, as well as answer common objections to their services.

How to Replace OB/GYN Referrals During a Shutdown

After this is all over, it is likely that our patient acquisition funnels are going to shrink after a short-term surge. Noticing trends in other industries, such as home-building and manufacturing, there are massive drops in output, and it is likely to trickle into other industries as well. The key to success when restrictions are lifted will be keeping our acquisition funnels full.

Before COVID-19, 60% of a fertility center’s patients came from their OB/GYNs and other MD referrals. But if people aren’t seeing their doctors regularly due to the COVID-19 pandemic, how else are clinics going to get patients?

On a live webinar, Griffin, Founder of Fertility Bridge, lays out the Fertility Patient Acquisition Funnel and what clinics can do to keep the top of their funnels full, ensuring a steady stream of patients after the surge that will come when restrictions are lifted.

65 - Providing Patient Financial Support Amidst an Economic Disaster

Unemployment, reduced hours, pay cuts. The reality of the COVID-19 Pandemic extends far beyond the pausing of fertility treatments. Over 60% of our country has been financially impacted by stay-at-home orders and social distancing. While clinics are working hard to keep patients in their funnels to start treatment once restrictions are limited, how are these patients going to afford the treatment? It’s not out of line to think that the demand for new financial resources will go up and the need for financing of treatments will increase. But, as we all know, discussing money can be sensitive, especially when it comes along with an infertility journey.

So, When do we talk about it with our patients? How do we talk about it with them? What can we do to help our patients afford proper care while the economy is in a downturn?

On this special episode of Inside Reproductive Health, Griffin talks to Dr. David Adamson of ARC Fertility and Andy Swan of Ally Lending. They discuss not only the changes we can expect in lending and patient decision-making post-pandemic, they also offer advice to financial counselors on approaching the sensitive topic of funding treatment.

This episode was recorded during a live webinar. As the COVID-19 Pandemic continues and new issues arise, we are putting out new information to help you and your fertility business. Follow us on social media for updates on upcoming webinars and how to join them live. Find this information helpful? We’d love it if you’d share with a friend or colleague in the fertility space.

Need help navigating marketing through this unprecedented time? Check out our COVID-19 Toolkit from Fertility Bridge.

57 - A Psychological Look at the Patient Journey, An Interview with Marc Sherman

We’ve all heard the stories. Your neighbor started the adoption process and got pregnant in the middle of the process. A cousin gave up on conception after 3 years and was pregnant within a month. Is there something internal going on that helps this happen? On this episode of Inside Reproductive Health, Griffin talks to Marc Sherman, founder of Organic Conceptions. After two unexpected pregnancies amidst a journey with infertility, he wanted to investigate this phenomenon. Teaming up with a psychologist, Organic Conceptions created an online program for couples struggling to conceive. Their program helps to reassess patient expectations and help them through their mental and emotional challenges.

56 - Beyond Patient Protocols: Supporting All Aspects of The Fertility Journey, An Interview with Connie Stark

Patient retention is a crucial part to the success of any clinic. While good success rates and pleasant staff can get patients to continue treatment with you, there are other ways that your clinic can help. On this episode of Inside Reproductive Health, Griffin talks to Connie Stark of A.R.T. of Wellness. Their discussion uncovers a new way to help retain patients. Learn about the five aspects of life Connie focuses on in her coaching services and how integrative care can keep your patients all in on their fertility journey.

55 - Easing the Strain of Embryo Disposition on Patients and Clinics, An Interview with Andy Gairani

Embryo disposition is a sensitive topic for patients even long after they’ve left a clinic. However, there can also be a burden placed on clinics when it comes to making space and cryopreserving embryo, eggs, or sperm for an extended period of time. On this episode of Inside Reproductive Health, we learn more about how one company is working to alleviate the burden for both the patient and the clinic. Listen to Griffin talk to Andrew Gairani of Embryo Options, a web-based application that provides patients with disposition education and resources, along with other features that make storage easier for everyone.