Physician, Heal Thy Business Model

It took a physical collapse to make this doctor reexamine her practice and set herself on the road to profitability

Jesse Moore remembers the day in 2002 when he saved the life of Dr. Elizabeth Vaughan. Moore had been providing marketing and financial assistance to the Martinsville (Va.) physician. "She was working 90 hours a week seeing patients, trying to provide the level of medical care she had always provided in the past, before managed care and insurance companies took over," he says. It was akin to being on a treadmill that kept going faster. Eventually she couldn't keep up.

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