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BY P.L. JETER

LAKE NONA—It’s a head scratcher. Leaders at Sanford Burnham Prebys Medi-cal Discovery Institute at Lake Nona began closed-door meetings with University of Flor-ida (UF) offi cials last November, around the same time the La Jolla, Calif.-based institute asked for $5.6 million in Florida’s state budget during the 2016 legislative session that state lawmakers approved.

The news in May that Sanford Burnham

wanted to split as early as June 30, revealing a detailed exit strategy with UF, caught al-most everyone by surprise. The timing of the announcement came after the legislative ses-sion ended, and applied pressure to Gov. Rick Scott to rubber-stamp the deal and bypass leg-islative approval.

“They were advocating for more fund-ing during session while they were negotiat-ing … and they need to explain,” Florida Senate President Andy Gardiner (R-Or-lando) told the Orlando Sentinel.

The Genesis The 2006 incentive package gave

Sanford Burnham nearly $400 mil-lion in state and local tax incentives to locate in Central Florida. Annual payments diminished from $30 mil-lion in 2011 to $1.5 million in 2016,

according to the incentive agree-ment. When asked if the 2006 incen-

tive package included penalties,

Gardiner’s offi ce referred Orlando Medical News to Enterprise Florida offi cials, who could not be reached by press time. Sanford Burnham spokesperson Deborah Robison explained the “original agreement included annual bench-marks and deliverables that must be met in order to draw funds from the money set aside by the state. To draw these funds, our in-state presence would have been necessary.”

Sanford Burnham offi cials explained they couldn’t aff ord to remain long-term in Lake Nona, and that diffi culty raising signifi cant sums after the economic downturn in late 2008 and elongated recessionary conditions, combined with a year-over-year reduction in federal grants, have hindered their ability to effi ciently run the institute. However, two months before Sanford Burnham opened in October 2009, the University of Central Flor-ida’s (UCF) $65 million College of Medicine opened in Lake Nona, with the inaugural class of 41 students on full scholarships from money raised in the medical community.

The Seven-Year Itch?Sanford Burnham & Company Expedite Plans to Pull Out of Lake Nona; All Else Remains in Florida

Kevin M. Sherin, MD, MPH

PAGE 3

PHYSICIAN SPOTLIGHT

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during the 2016 legislative session that state lawmakers approved.

The news in May that Sanford Burnham

ing … and they need to explain,” Florida Senate President Andy Gardiner (R-Or-lando) told the Orlando Sentinel.

The Genesis The 2006 incentive package gave

Sanford Burnham nearly $400 mil-lion in state and local tax incentives to locate in Central Florida. Annual payments diminished from $30 mil-lion in 2011 to $1.5 million in 2016,

according to the incentive agree-ment. When asked if the 2006 incen-

tive package included penalties,


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Kevin M. Sherin, MD, MPHHealth Officer & Director, Florida Department of Health in Orange County Talks Zika and Amoeba

BY P.L. JETER

In his last position before returning to Or-lando, Kevin Sherin, MD, MPH, oversaw a staff of 376 and a budget of $275 million in his role as deputy director of the Califor-nia Department of Public Health, Center for Chronic Disease Prevention and Health Promotion, in Sacramento. It was his first venture West, after being born in Rhode Is-land, growing up in Massachusetts, studying college in Indiana, and medical studies fol-lowed by private practice in Illinois.

Sherin’s first taste of the Sunshine State occurred in 2004, after 17 years in family medicine private practice in Oak Lawn, Ill., morphed into a second career in pub-lic health. He served as health officer for Orange County from 2004 to 2013, when he was named interim director of the Di-vision of Disease Control for the Florida Department of Health in Tallahassee. After a year on the west coast, Sherin re-turned to Central Florida. He was named director and health officer for the Florida Department of Health in Orange County last May. Since then, he’s focused on many public health issues, including com-munity preparations and response to the Zika virus and amoeba infections for Or-ange County’s 1.2 million residents.

During his first stint in Orange County public health, Sherin led the department to national recognition for quality awards and federal grants, including a $6.6 million award for tobacco cessation. Shepherd’s Hope Clinic honored him with the Ruth M. McKeffery Award for Outstanding Volunteer Service; Florida State Univer-sity College of Medicine appointed him Guardian of the Mission Award, Class of 2014. FSU’s medical school, where he also serves as a clinical professor of family medi-cine, also honored him with the Gold Hu-manism Honor Society Award in March.

Most recently, Sherin presented a Pri-mary Meningoencephalitis (PAM) webinar to medical societies in Seminole and Or-ange counties, authored successful resolu-tions on Naegleria fowleri to the American Medical Association (AMA) and the Florida Medical Association (FMA), and in April co-authored a letter to the editor on Naegleria fowleri for the American Family Physician, reach-ing nearly 200,000 family physicians.

Nationally, he’s treasurer of the Ameri-can College of Prevention Medicine and past president of the American Association of Public Health Physicians. Statewide, he’s been tapped for work groups too numerous to count, including co-chairing the Commu-nity Health Promotion Council from 2012 to 2014. Locally, he’s past president of the Or-ange County Medical Society, and a volunteer for many healthcare-related organizations. Somehow, Sherin found time in his busy ca-reer to earn an MPH (1986) and MBA (2011).

Orlando Medical News spoke with Sherin about his upbringing, pursuit of fam-ily medicine and public health, and the health department’s involvement in com-batting the spread of the Zika virus and the almost always fatal amoeba infection.

When did your interest in becoming a physician begin to emerge?

My mother served on the board of a local hospital and my father was an attor-ney. Our community had two family docs who made house calls and both were com-pleted burned out. Because of the physician shortage, my parents were asked to help establish a community health center, my dad for pro bono work and my mom as a volunteer. Both were very civically minded.

When I decided to pursue medicine, I re-member looking at statistics for Notre Dame, which were quite good for students getting into medical school. Good football, to be quite honest, also influenced my thinking.

After specializing in family medicine, and working in private practice for 17 years, why did you decide to pursue public health?

I remember being a medical student when the HIV epidemic was breaking out. That made an impact on me. When I was in private practice, a student in my teaching hospital asked if I preferred family practice

or public health and I told him I liked both. One involves looking at the big picture and focusing on the greatest needs in the com-munity, and the other involves individual patient care and providing continuity to pa-tients. I still do that with Shepherd’s Hope, and medical students who rotate with me from Florida State University and occa-sionally the University of Central Florida.

Tell us about your department’s involvement in combatting the spread of Zika?

Organized approaches make a differ-ence. We started seeing travel-related cases of the Zika virus in February. From that point on, we began working with our medical community, leading stakeholder meetings, collaborating with infectious disease specialists, and working together in a coordinated fashion.

For the medical community, our issue is to recognize the symptoms of people who might have Zika, while at the same time realizing that four of five may not have any symptoms. If the doc is seeing a patient with red eyes, a diffused rash, joint pains and fever, it might be strep, dengue – or Zika. That’s just the identi-fication challenge. Unfortunately, until we have a vaccine, it’s very much up to mosquito control. Residents must be good stewards of their property and look for

standing water in places they might not think to check, like very small plants such as bromeliads. The Aedes aegypti and Aedes albopictus that spread the Zika virus are day-biters. Unfortunately, you can’t avoid going out at dawn or dusk when they’re most active. We can use bug spray, Deet. We can spray permethrin on clothing.

We think this virus is neurotrophic. It attacks the brain and we know the damage it can do to babies. It has the potential to establish a foothold, especially in Gulf states. Fortunately, the National Institutes of Health (NIH) is fast-tracking the vaccine. In the old days, we grew vaccines with agar and eggs and all sorts of things. This one is cutting to the chase. We’re taking the DNA right out of the virus, injecting it into the animal model, producing immunity from that, and now

PhysicianSpotlight

Dr. Kevin M. Sherin

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BY P. L. JETER

It’s diffi cult to believe Fraser Cobbe has been executive director of the 108-year-old Orange County Medical Society for only two years. A Florida State University political science graduate, Cobbe hit the ground run-ning, drawing on experience interning for the Florida Medical Association’s political action committee, managing the Manatee County Medical Society, Florida Orthopaedic Soci-ety, and representing Bones Society of Flor-ida, Florida Orthopaedic Risk Purchasing Group, Florida Society of Nephrology, and the South Carolina Orthopaedic Association.

Through Cobbe Consulting & Manage-ment, an award-winning association man-agement fi rm focusing on specialty societies, Cobbe also folded Seminole County Medical Society into the portfolio in his quest to dive into the economic side of physician practices, advance medical education, and lobby for legislative advocacy for Florida physicians.

Cobbe spoke with Orlando Medical News about legislative priorities for 2017, tele-medicine advancement, the impact of con-solidation between hospitals and physician practices, the sometimes unnoticed fi ne print that impacts newly employed physicians, and how he’ll bring together Central Florida medical societies just before Election Day.

Which issues are high priority for the 2017 Florida Legislature?

The outcome of the presidential elec-tion will dictate a little bit which issues we’ll pursue. Over the last few years, we’ve been championing several issues concerning prior authorization for services and denial of care, administrative burdens that’ll remain high on the priority list for 2017.

In the past two years, bills dealing with retroactive denials and step therapy have been in the works. Concerning step therapy processes, carriers require trying certain medications before moving on to another medication in that class. We want to make sure a reasonable mechanism is in place for physicians to bypass that process if there may be undue harm to the patient, espe-cially when the physician knows the medi-cation the patient ultimately needs to be on. Delays can hamper patient wellness as they move through that process.

We’ll support the ambulatory surgery center (ASC) legislation bill being filed again, which would expand use of ASCs to a full 24 hours. The current length-of-stay rule requires discharging a patient by mid-night. Florida is one of few states that still has that midnight rule in place. Most other states and the Centers for Medicare & Medicaid Services (CMS) consider length of stay a full

24 hours from the start of the procedure. In Florida, the midnight time frame would potentially force a provider to transfer the patient to a hospital unnecessarily and could be avoided if the patient could stay another hour or so to recover and then go home.

We’ll also focus on workers’ comp, and restore some protections for injured workers. Since reforms were passed in 2003, some of those protections have deteriorated a bit.

What are your thoughts on telemedicine advancement?

We want to make sure the state has a way to hold physicians accountable for the quality of care rendered in telemedicine, in-cluding out-of-state telemedicine providers. The other component is pay. We’re seeking reimbursement for telemedicine at the same rate as a face-to-face visit. CMS is restructur-ing Medicare’s new reimbursement process for physician fees with three components – overhead, decision-making and liability. We want to make sure there’s payment/reimbursement equity if we’re truly going to adopt telemedicine in a signifi cant manner.

With industry consolidation moving a greater number of independent physicians to hospital-employed physicians, membership in medical

societies has decreased. What value does your organization off er to employed physicians?

Between independent physicians moving to employed status, and with the new gen-eration of physicians in general, only one in four physicians are members of medical societies in Orange and Seminole counties. We want to get local physicians, regardless of their employment status, involved in our eff orts, engage them, determine their needs, and identify ways we can assist them being successful both personally and professionally. That’s why we went through a strategic plan-ning process this year, and redefi ned our mis-sion and vision. We hired a new membership outreach coordinator, and we’re focusing on partnerships to expand our reach in the com-munity, attract non-members, and provide our members with succinct, non-duplicated

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Kevin M. Sherin, MD, MPH, continued from page 3

PhysicianSpotlight

we’ve gone to human trials. We’ll be taking the genetic code of this virus and injecting it directly into humans.

What about the amoeba infection? The fi rst-ever case of someone surviving

amoeba in Florida occurred right here (on Aug. 7. A 16-year-old traveling with his fam-ily from South Florida had contracted the infection after swimming on private prop-erty in Broward County.) He complained of a serious headache that worsened, and his parents took him to the Florida Hospital for Children’s Emergency Department. The medical team killed the amoeba using medi-cation, including miltefosine, (and reduced the swelling of the brain by draining fl uids, inducing coma, administering steroids, and lowering the body’s temperature.)

Miltefosine is used for cancer treatment, and the company that makes it is in Orlando. Remarkably, this child was only 12 minutes away from the hospital when he got sick, and the drug was available right here. It’s impor-tant to note that in the last 50 years, only four people have survived the country’s reported 138 cases. That’s according to the CDC.

SAVE THE DATEOn Tuesday, September 27, there will be an Orange County Medical Society membership networking event at Eagle Creek Country Club in Lake Nona. Dr. Kevin Sherin will present an update on the Zika virus as part of the program. Cocktails begin at 5:30 with presentations at 6:30.



BY RINAT HALON

Remember when we were children and wanted to buy something? We had to go to the store, physically. It seems almost surreal in today’s Amazon-shipped reality, but this was reality not too long ago.

Let’s say you wanted to buy a cool T-shirt – the one that all the other cool kids had. You went walking from store to store in search of that perfect T-shirt. You even checked out window displays before deciding to go into a store. You walked into all the known chain stores but couldn’t find what you were looking for. Then you saw a small store across the street—one you never entered before. It had a window display that attracted you to walk over, and you were welcomed by the store owner considerately asking what you were looking for. After listening carefully, they pulled out that perfect T-shirt for you. What are the chances you would be a repeat customer? More than likely, this would have become your favorite store. That is how things worked back when small business owners’ brands were visible.

According to a recent study, in the past four years, the human race has cre-ated 90 percent of the content that has ever been created. That is an unbelievable number of images. Today, the small busi-ness owner’s visual brand gets lost in the magnitude of junk content, or what I like to call “visual white noise.”

A website has replaced the storefront, and the first place a potential client meets a small business is online. The Internet is where the small business owner (SBO) can create intrigue (attractive window display),

connect on a personal level (considerately ask what are you looking for), and create a call-to-action (“I have the perfect T-shirt for you!”) with a potential client.

Unfortunately, so many small business owners are unaware of their visual brand-ing power. SBO spend so much money on SEO to bring traffic to their websites, but once the potential client lands on the site – those 15 seconds dedicated to decid-ing whether to stay or click away – there is nothing there to connect the potential cli-ent emotionally. Nothing intrigues them to want to know more. What’s even worse? Many times, the thoughtless “let me just stick this photo on my website, it didn’t cost me anything, and it looks kind of pretty” visual branding can turn potential clients away.

It’s because these photos don’t really show who you are, what you do, and the miracles you make happen for your clients every day.

Here are my top 5 tips on creating relevant, intriguing, emotionally moving photographs that will help your business attract your target market: • Listen to your clients – Paul Tillich said,

“The first duty of love is to listen.” If you want to send a clear message to your clients, clarify first what they want to buy from you. Once you are clear about your “business being,” it’s much easier to figure out what photographs represent it well to your target audience.

• Google your business – See which images come up in a relevant Google search. These are the pictures potential clients see first when they Google your business. Are these the images with which you want to be associated?

• Update – From your newly acquired perspective, check out the images you currently have on your website. Do the images do you justice? Decide if you want to keep them or revamp your site

with more relevant, intriguing, action-creating photographs.

• Which photographs will work for your business? Now it is time to decide on the photographs that will create a call-to-action for your target clients. In the Marketing Mastery System™, I break down the process to three defined photographic areas. Together, these three areas create a complete visual brand of your business story. Meeting your “business storefront” online creates a level of comfort for potential clients, so when they walk into your business, they feel they know you and will be more inclined to doing business with you. “We only want to link up with people we like, admire, and trust,” as Warren Buffet wisely said.

• Be relevant –Today, your website is your


Nemours raised $400 million for its Lake Nona children’s hospital.

“We were in a situation where it was a huge startup scenario … with a fair amount of fundraising activities going on at a time when the economy was hit very hard,” Daniel Kelly, MD, professor and scientific director of Sanford Burnham told Research Florida.

Now, with at least $30 million in its coffers, plus a new $2.7 million National Institutes of Health (NIH) research grant announced last month, Sanford Burnham officials dispatched word the institute would only continue operations at Lake Nona until “a viable alternative arrange-ment is approved, or until the available funding resources are exhausted.”

When asked if the fresh influx of money might impact the decision to stay put, San-ford Burnham officials dodged the question. Robison responded: “Sanford Burnham Prebys Medical Discovery Institute at Lake Nona and the University of Florida are dis-cussing a proposal they believe would allow the university to build upon and grow the research enterprise established by SBP at the Medical City in Lake Nona. We believe the proposed transition will provide long-term stability to the medical research enterprise and is in the best interest of the state, and the future of medical research in Medical City and Florida.”

The Proposal Last year, when Sanford Burnham

officials began quietly exploring ways to fix projected money woes, the idea to transfer operations to UF was hatched. It’s unknown whether institute leaders ap-proached other schools, such as UCF or Florida State University. Sanford Burn-ham officials declined to elaborate.

In the proposed deal sent to Gov. Scott in June, UF would inherit a generous package: the building, infrastructure, tech-nology, researchers, research programs,

The Seven-Year Itch, continued from page 1

Your Visual Branding May Be Killing Your Business


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The Seven-Year Itch, continued from page 6pharmaceutical partnerships, and NIH funding. The plan also calls for UF to re-ceive $30 million of the institute’s leftover incentive funds to facilitate the transition through 2022, and another $3.7 million an-nually from the state as part of the move. In exchange, UF projects should add nearly 400 private-sector jobs and nearly $60 mil-lion in wages to the economy.

Without the deal, according to the pro-posal, there would be no benefi t to the state.

It may seem at this prickly point that Sanford Burnham and UF hold the trump cards to maintaining economic stability in Orlando’s Medical City. If the transfer is blocked, the campus would revert to Orlando, Orange County and the Lake Nona Land Company. Orlando Mayor Buddy Dyer has encouraged Gov. Scott to approve the UF takeover of Sanford Burnham, saying that “enhancing the University of Florida’s research capabili-ties in Lake Nona at the Medical City will ultimately be a good thing for Orlando.”

To naysayers irked by the proposed deal, Robison pointed out that Sanford Burnham fulfi lled its obligations to the state by helping boost Orlando’s regional rank-ing for density of high-growth companies in the health industry, according to the 2016 Kauff man Foundation, a non-profi t orga-nization that ranks startup activity.

By attracting Takeda, Bristol-Meyers Squibb, Roche and other signifi cant play-ers, “SBP put Orlando on the national and international biomedical industry map,” said Robison. She pointed to the world-class bio-medical research enterprise Sanford Burn-ham built, which includes a high-tech facility, 12 technology cores, more than 25 principal investigators and associated labs that have generated 39 patent applications and 430 high-impact, peer-reviewed papers related to diabetes, obesity and metabolic diseases. The institute, she pointed out, served as a spring-board for a spinoff company launched with Space Florida support to conduct research aboard the International Space Station. San-ford Burnham also increased the density and quality of biomedical science in Orlando’s emerging life sciences cluster.

Because of the unknowns, not ev-eryone at Sanford Burnham is onboard. Internal turmoil prompted some institute faculty members to send a letter to the board of trustees about a “real lack of transparency” and “pattern of dismissive behavior” centering on Sanford Burnham CEO Perry Nisen, MD, PhD, who joined the institute in mid-2014. “We cannot en-dorse the leadership of CEO Nisen to ad-vocate on our behalf,” they wrote.

UF President Bernie Machen is among the trustees. He joined the board in early 2014, and has been involved with the institute since the days the state began wooing Sanford Burnham to Florida.

Kelly, who has been with Sanford Burnham for several years, said the board remains committed to the proposed tran-sition to the University of Florida “as the best option to ensure future stability of the medical research enterprise that’s been es-tablished at Medical City in Lake Nona.”

Lake Nona Regional Chamber of Commerce EventsPlease join your friends and colleagues at our Breakfast Connection coming up on September 14th at 8.00am at the Lakehouse next to Canvas.

Lori Cunniff, Deputy Director, Community, Environmental & Development Services at Orange County Government will discuss the opportunities in our region related to Energy.

The Chamber’s next Connection Mixer will be held on September 27th at 6.00 pm. Location TBD


information and services. For physicians moving from independent

to employment status, we can help physicians with contract review … some kind of stan-dard templating language they need to con-sider in their employment contracts to protect their interests. We’d never get in a role of ne-gotiating salary or pay, but we can help with certain working conditions and in other ways.

We’re also going to look a great deal at physician wellness programs. When we see statistics on physician burnout, and unfor-tunately physician suicide, it’s a signifi cant issue. In an employment role, for example, physicians may have access to employee assistance programs. But physicians may be concerned about taking advantage of those programs, not knowing for certain if that information is truly confi dential. We’re looking at a couple of models being used across the country to help our physi-cians get help if they’re experiencing men-tal health issues or burnout. For example, we’re looking to create an anonymous re-ferral source to implement in our region.

Also, there are many physician organi-zations in Central Florida, such as CAPI for Indian subcontinent physicians, Pan American, and the Central Florida Medi-cal Society of African-American physicians. They’re all doing great jobs representing and engaging physicians. On Nov. 2, we’re going to pull those organizations together by hosting a leadership exchange in Orange County. The goal is to get us all aligned with mutually benefi cial programs, services and initiatives we can launch together, especially when physicians are bearing the risk of pop-ulation management.

We’ve been doing quite a bit of work with Dr. Kevin M. Sherin (director of the Florida Department of Health in Orange County) in the public health arena, keep-ing an eye on what’s developing with the Zika virus. It’s only a matter of time until it impacts our community to a larger degree. Dr. Sherin will be speaking at our Septem-ber membership meeting to update physi-cians on Zika-related issues.

Which day-to-day issues are most frustrating to your members?

The regulatory burden. In the last decade, physicians have been bombarded with IT adoption, HIPAA mandates, reporting re-quirements. The constant changes without a break have been overwhelming. Most physi-cians would much rather focus on treating pa-tients than the massive amount of regulations that have been put on them. Instead, they’re spending a lot of time on the phone seeking approval, going through second opinions or peer reviews with carriers. That trend is driv-ing a lot of the consolidation with practices.

On the fl ip side, insurers are struggling with Aff ordable Care Act requirements that impact the rising level of denials and authorization processes doctors face daily. In any industry where there’s consolida-tion and a lack of competition, costs go up. There’s also worry about quality of care. So there’s a big fear that’ll happen with the consolidation of insurers.

HEALTHCARELEADERFraser Cobbe,continued from page 4

with other treatments. Stan Sujka, MD, a urologist with Same

Day SurgiCenter, fi rst observed HIFU treatments in the Bahamas several years ago to learn more about the technology and came away impressed with the proce-dure and the results.

“This gives us another tool to use in terms of fi ghting signifi cant prostate can-cer,” he said. “The results of the procedure have been comparable to any other of the modalities used to treat prostate cancer.”

Traditionally prostate cancer was re-moved surgically in the United States but it also comes with a high risk of inconti-nence and erectile dysfunction, noted Dr. Sabharwal who has performed over 70 of the procedures.

“It has improved but not completely,” he said. “The other option for patients is to undergo radiation therapy which has its own side eff ects. It can cause concern for future cancers in surrounding tissues.”

How HIFU WorksAn ultrasound probe is inserted into

the patient’s rectum under general anes-thesia during the HIFU procedure. HIFU waves are concentrated from the trans-ducer (similar to a magnifying glass) into the ablation zone. The surgeon directs this focused ultrasound energy precisely to the cancerous areas of the prostate to ablate the targeted cancerous tissue and a rim of normal tissue, minimizing damage

to surrounding tissue.“Once the tissue has been desiccated,

heated and is dead, the body will reabsorb the tissue, and that essentially is the end of the tumor or the lesion,” explained Sab-harwal. “It’s a treatment that minimizes the side eff ects and enables the patient to return to their normal activity and pre-serve the quality of life after treatment. It also allows us to do focal treatment and just treat the cancerous areas and preserve the surrounding tissues.”

Upon completion, the surgeon can an-alyze the results in real time using ultra-sound imaging and monitoring software that tracks changes in the tissue. When the surgeon is satisfi ed with the ablation, he or she can remove the probe and the pa-tient is transferred to recovery. The entire procedure takes about two to three hours.

Urologist Jack Cassel, MD, affi liated with Florida Hospital Waterman, has per-formed over 50 HIFU procedures at both Same Day SurgiCenter of Orlando and Florida Surgery Center. He cited these primary benefi ts of using HIFU:

• No surgery• No hospitalization• No direct side-eff ects• No incontinence• No impotence

“HIFU is an ideal treatment for pros-tate cancer,” he said. “It’s the least trau-

matic way for patients with Stage 1 or Stage 2 prostate cancer to get cured. I do prefer to treat people with small prostates and low volume cancer. But there are no downsides to it. Invariably these people are cured and everything goes great.”

Although it is designed as a one-time treatment, another advantage, according to Sujka, is that if a physician does not ablate the entire prostate, they can repeat the procedure until they do. It does not preclude any future therapy such as sur-gery or radiation.

“You don’t burn a bridge for radiation therapy,” he said. “If a patient has radia-tion treatment for prostate cancer, and there is a recurrence, that patient usually cannot have surgery because radiated tissue does not heal very well. By having HIFU fi rst, you can still undergo radiation treatment or surgery to remove the pros-tate if necessary.”

Cassell added that the fi eld of urology has been the recipient of many advanced minimally invasive procedures over the last couple decades.

“This is just another minimally invasive procedure which is easy for a doctor to perform and for patients to go through,” he said. “This is clearly the most eff ective, least invasive prostate treatment avail-able. Every urologist in the country should know that this technology exists and see how easy it is to perform.”

High Intensity Ultrasound, continued from page 1

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BY BETH RUDLOFF, Healthcare Executive in Residence for Health Innovators and COO Emeritus of UF Health Cancer Center - Orlando Health

Late August, GuideWell’s Innovation Center put on a unique conference called Greater than Cancer. Chris Hillier, GWI’s Chief Scientific Officer, designed the event around what he calls the immersion pro-cess, which takes a hand-selected cohort of clinicians, patients, and healthcare admin-istrators through six months of divergent and convergent thought exercises.

Hillier didn’t want to focus on the new breakthroughs in drugs, or even the effect of immunology and genomics on cancer. His focus was on the human side - the experience of the patient and their caregivers. As Patti Rogers, a breast can-cer survivor presented, “Medicine killed my cancer, but it was the people who brought me back to life.”

What are the most important issues and how do we support and help those going through cancer treatment? Nor-mally the clinical community attempts to answer questions with expert panel-ists and presenters. However, GuideWell turned the conference into an interactive process that focused on emotion and con-nectedness, where attendees took turns in large groups and small to determine the key problems and solutions. The conver-sation centered around four categories: the patient and caregiver’s experience, the provider’s experience, how to fund cancer care and the psychological war. Divergence and convergence exercises, flip panels, breakout sessions that build upon each other and other novel pro-cesses were employed to drive the conver-sation and foster new relationships. The GuideWell Innovation CoRE provided an exceptional setting, with the theatre in the round, their innovation garage, hydro bar, flex space, and other amenities for conversation and collaboration.

Following the two-day kick-off event, GuideWell will host periodic convergent

and divergent conversations - digitally and at the Innovation CoRE - over the course of 6 months. The ultimate goal of the im-mersion process is to surface actionable items which can advance the quality and outcomes of the cancer care experience. As Hillier says, “We don’t want to just host events. We want to solve problems.”

If you couldn’t be there for the con-ference, you can still join in! There is a large, ongoing conversation that started on Twitter (#gwicancer).

Stay tuned to www.healthinnovators.info for more updates and www.med-speaks.com for upcoming events.

Health Innovators is powered by its parent company, Med-Speaks, a medical event hosting and speaker promotion site on a mission to advance knowledge sharing by enabling health-care professionals to efficiently identify educational events and engagement opportunities that are relevant to them.

As founder & CEO of the Health Innovator’s parent company, MedSpeaks, Kelli Murray is a 20-year veteran of healthcare improvement. Her diverse experience crosses many specialties of hospital performance improve-ment, informatics technology and innovation R&D. She and Colin Forward, SVP of Allogy, a software provider that deploys mobile health solutions for clinicians and pa-tients, co-founded the Health Innovators and along with their team have uniquely converged to showcase and educate others on the human talent and technical innovations hap-pening within our local communities.

Follow us on Facebook (FLHealthInnovators) and Twitter (@FL_HealthInnov) for event livestreams, up-dates, and blogs or visit us at www.healthinnovators.info.

SCIENCE 37: end-to-end clinical trial management by bringing clinical research to patients in their own homes via telemedicine. Learn more at science37.com

WISDO: helps people take on life’s challenges, by equipping them with wisdom from those who’ve been there. Launching healthcare segment for breast cancer patients crowdsourced by women. Learn more at wisdo.com

FEATURED INNOVATIONSHealth Innovators is a community focused

organization created to showcase the most exciting healthcare developments within our region and spark collaborative, problem solv-ing dialogue. We produce events and media that let healthcare professionals, entrepre-neurs, and technology enthusiasts share ideas and feedback on the future of healthcare.

Our mission is to unite “problem owners” with “problem solvers,” in order to foster col-laborative relationships and develop world-class solutions for providers and patients in our local communities.

Beginning this month, we’re teaming up

with Orlando Medical News to bring you a cu-rated page of the most exciting developments in Central Florida Health Innovation.

With some of the largest hospitals in the country and a blossoming innovation com-munity, Central Florida is poised to play a pivotal role in shaping the next generation of healthcare services. The healthcare indus-try accounts for nearly 20 percent of the US economy, and is ripe for disruption. A conflu-ence of ambitious investments, community partnerships, and raw demographics have thrust our region to the bleeding edge of healthcare innovation.

Mark Wilson, CEO of the Florida Chamber of Commerce, claims that if New York defined the 19th, and California the 20th centuries (economically speaking), the 21st century will be defined by Florida. Our state has a resur-gent space industry, and remains at a cross-road for the growing global middle class. Based on healthcare trends alone, it looks like it might take us less than 100 years to prove him right. Now you can find Health Innovators here in OMN every month to chronical this ex-citing journey as it happens.

HEALTH INNOVATORS

GuideWell’s Take on Cancer and the Conference Experience

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GrandRoundsThe Digestive and Liver Center of Florida Announces New Physician

Drs. Srinivas Seela, Seela Ramesh, Hari-nath Sheela, and Sergio Larach and staff are pleased to welcome Dr. Megan Deli-mata to the practice.

“We are very excited to welcome Dr. Deli-mata to our practice”; said Harinath Sheela, MD “She provides a great blend of top-notch clinical education and knowledge with a strong passion for providing patient care.”

Dr. Delimata completed her medical resi-dency and fellowship at Cook County Hos-pital (Stroger) in Chicago. She has partici-pated in an impressive amount of volunteer work, as well as medical research at all stag-es of her career. Dr. Delimata’s special inter-ests include digestive health and diseases in women, colon cancer prevention, manage-

ment of acid reflux, gastro-intestinal evaluation of iron deficiency anemia, liver and biliary tree diseases.

Dr. Megan Delimata is board certified in both Inter-nal Medicine and Gastroen-terology. She is a member of the American College of Gastroenterology, the American Gastroenterology Association, and the American Society for Gastrointesti-nal Endoscopy.

Dr. Megan Delimata

CORRECTION:Larry Jones, executive director of the Integrated Independent Physicians Network can be reached at [email protected]

Mark your calendar today!

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12JOIN CFMGMA & RECEIVE 6 EDUCATIONAL PRESENTATIONS AND MUCH MORE!

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Presentation:

Helping Independent Doctors Stay That WaySPEAKER: Marni Jameson Carey, from AID, Association of Independent Doctors DATE/TIME: October 12, 2016, 3:00-5:00PMLOCATION: Winter Park Civic Center

Visual Branding, continued from page 6

store front’s window display. Make sure you stay current by updating your site every time there is a change in your business. And here is a personal request from me: Please, ensure your personal portrait is current. You want clients to recognize you as soon as they walk in the door. If your headshot does not look like you any longer, it is time to replace it, because this can create trust issues for a customer who may wonder what else you may be hiding.

Rinat Halon, Photo Marketing Strategist, started researching the power of a photograph while working on her personalized Honors degree from Ohio State University in Photography & Visual Merchandising, where she authored the thesis, “The Influence of Photographic Images on Brochure Appeal for the Family Financial Management Program” (May 2001). Her resume also includes being the Walt Disney Imagineers’ In-House Photographer. She started working on the Marketing Mastery System™ seven years ago, helping small businesses bring their message to market through relevant visuals. For more about the Marketing Mastery System™ or to apply to qualify for a free consultation for your small business visual branding, visit rinathalon.com.


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