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Physicians on California Coast Team with EndoCenter Partners to Build Endoscopy Center
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Facility:
Santa Cruz Endoscopy Center
Santa Cruz, CA
Physician-partners:
Gordon Lee, MD
Zenowij Majuk, MD
Linda Miller, MD
Nicholas Niven, MD |
The Situation
When Zeowij (Zen) Majuk, MD moved from New York City to Santa Cruz by the Sea in northern California, he knew he was going to have to adjust to a different lifestyle. The area has long been known for its liberal, "live and let live" attitudes. Many of Majuk's fellow physicians had moved to the area during the 1970s and were content to use the local hospital's facilities to perform endoscopy procedures. However, while attending a conference in San Diego, Dr. Majuk met with Samuel Marcus, MD,
co-founder of EndoCenter Partners. Dr. Marcus explained how owning an endoscopy center could significantly increase income and attract new doctors to Santa Cruz. A year later, while visiting in New York City, Dr. Majuk met with George Tinawi, MD, the other co-founder of EndoCenter Partners. Dr. Tinawi reiterated that endoscopy center ownership could be financially beneficial while allowing Dr. Majuk and his colleagues to have greater control over their schedules.
Dr. Majuk became determined to open a center in Santa Cruz, but he knew it wouldn't be a simple task. "This is laid-back, Birkenstock and cappuccino territory. It wasn't easy to get other doctors on board. We had to keep working to persuade them to take a little risk and sign up." Dr. Majuk found an available site for the center and in a leap of faith, rented it. Then he began urging his colleagues to join him. After many dinners with Dr. Tinawi, Dr. Marcus, and his colleagues, an agreement was reached.
The Result
"Having this center has been a very good experience for all of us," notes Dr. Majuk. However, there have been issues to overcome along the way. The facility he rented had a leaky roof that caused construction delays. Another renter in the building was disagreeable, which added to the normal challenges of construction, permits, and securing contracts with payers. Then one of the center's initial physician partners decided to leave Santa Cruz and another retired. The loss of case volume reduced the center's income while replacement physicians were sought. Recruiting new physicians to Santa Cruz is challenging because of the area's high property values. In order to convince Linda Miller, MD to relocate and become a partner in the center, Dr. Majuk personally traveled to New Mexico.
But despite these challenges and the lower reimbursement rates received in rural Santa Cruz county, Dr. Majuk observed that, "Santa Cruz deserves to have its own endoscopy center. Our patients prefer to come to a small, friendly place instead of going to the hospital for a procedure. When everyone is committed to its success, owning a center is a smart move. And EndoCenter Partners has proven to be a good partner for us to work with."
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