My first civilian job after finishing my training was as an associate and eventually a partner of a pediatrician whose office was in a wing of his large 19th-century home. The pediatrician in the neighboring town had his office in a small house next to his home. This model of small one- or two -provider offices in or nearby their homes was replicated up and down the coast. After 7 years, the 12-minute drive from my home to the office became intolerable and I asked to dissolve what was otherwise a successful partnership. I opened a one-provider office with a 6-minute bike ride commute and my wife served as the billing clerk and bookkeeper.
Dr. William G. Wilkoff
Those next 10 years of solo practice were the most rewarding, both economically and professionally. Eventually faced with the need to add another provider, I reluctantly joined a recently formed group of primary care physicians who, like me, had been running one- or two-provider offices often with spouses as support staff — basically Mom and Pop operations. However, the group was gradually absorbed by increasingly larger entities and our practices that once were as individual as our personalities became homogenized. Neither my patients nor I liked the new feel of the office.
Still pining for that small office vibe, I continue to wonder if it could be scaled up and adapted to today’s healthcare realities. I recently read a New York Times article describing how a pediatrician has launched such a practice model into the uncharted waters of Greater New York City.
At age 34, Dr. Michel Cohen, a Moroccan-French émigré, opened his storefront pediatric practice in 1994. The upper story housed his loft apartment. A self-described “hippie doctor,” Dr. Cohen developed a following based on his book on parenting and publicity surrounding his role in the even more popular book on French-style parenting titled Bringing up Bebe by Pamela Druckerman. By 2009 his practice had grown to three small storefront offices. However, they weren’t sufficiently profitable. He decided to shun the distractions of his celebrity practice trappings and instead focus on growth, hoping that the gravitas associated with even more office locations would allow him to offer better service and improve the bottom line. Sort of an “economy of scale” notion applied to the small office setting.
He now has 48 offices having added 12 new sites last year with 5 more planned for next year. These are all one- or two-physician installations with two exam rooms per provider. The offices are bright and colorful, focused on appealing to a child’s taste. The furniture is blond wood, most of it based on Dr. Cohen’s designs and in some cases handmade. Current staffing is 112 physicians and nurse practitioners and volume exceeds 100,000 visits per year.
The volume has allowed the practice to add a user-friendly patient portal and offer an after-hours call-in option. The larger volume means that staffing can be more easily adjusted to illness and vacations. The goal is to have the practitioners become identified with their sites and the patients assigned to them whenever possible. Uniformity in office designs allow a provider filling in from another site to easily find supplies and function within a familiar system.