I’ve been fortunate enough to be an operations executive within the IVF sector within the US and outside the country. During my 30 years as a healthcare executive, I’ve spent 10 inside the US and 2 outside the US focused purely on IVF. Specifically, having spent 2 years in Dubai as CEO of Bourne Hall Fertility Clinics perhaps I may bring a unique perspective for all those looking to expand beyond the USA.
While at Bourn Hall, my team and I had physical clinical operations in Dubai, Al Ain, New Delhi and Gurgaon. Yes, you heard me we were running two large surgery clinics specializing in IVF in India and two in the UAE. Throughout my time in the Middle East and Far East, I came to learn quite a lot about running operations as an executive. So, what are my top 5 lessons learned?
- De-Risk Volume
While some might say this applies to any business regardless of where you reside, in the UAE this is especially true for any foreign brand coming into the Middle East. The mix of Ex-Patriots vs. Emirati’s provides an objective look at where your business volumes could come from. But, without a deep understanding of referral patterns and DTC it is very naive of equity investors and service organizations alike to think that their western brand will alone carry the day. Find a strategic partner. Do not walk into foreign lands without an inside plan. Most of those that do? End up failing.
- Physicians need skin the game
This applies everywhere I go and whatever I do. When it comes physician organizations, please don’t hire specialists as employees and expect them to magically produce volumes that have been displayed by some 20 years BCG consultant sitting in his tidy little apartment in NYC. That’s just not reality. Clinics that succeed financially, have physicians as owners. With meaningful stock grants & a seat at the table in the board rooms.
- Referral patterns from OB/GYN’s are a totally different ballgame overseas
Not sure how else to break this to all of you, but overseas, OB’s get paid for their referrals. There is no kick back statutes. There are no anti kick back laws in India. You want a referral for patients who need IVF? You create relationships and you pay for the referral. Wake up. It’s pay to play. I look at it like NIL in the college game. Sorry about it….Its the reality.
- DSO and AR challenges are just a part of life
Nobody pays on time. The government doesn’t pay its bills on time. The vendors don’t pay their bills on time. Payors are always late w their payments, if oil prices are down, Daman doesn’t pay on time. There are macroeconomics involved. Nobody pays on time. Inshallah.
- The most financially successful clinics are not always the highest quality providers.
The Society for Assisted Reproductive Medicine (ASRM) provides objective data on the success rates of IVF clinics and IVF providers in the USA. In India and UAE? these data platforms available on line for all consumers do not exist. So, how do consumers make decisions on which provider to visit? Which clinic to trust? Now, I can’t answer all your questions can I? After all, this substack article is FREE!….
More to come.