PRACTICE MANAGEMENT
THE ROLES OF THE PHYSICIAN AS CEO – A SERIES
Being the
Chief Revenue Officer ( CRO )
By Bob Smith
Consider two focused questions :
As you think about the status of your practice , can your current revenue streams support your practice to be as healthy as it really needs to be , in order to meet all of your goals ?
We start with the roles that many physicians report having to fulfill :
CEO
Chief Executive Officer
Based on current revenues and margins , would you be an investor in your practice ?
Good quality revenues and margins are the “ Mother ’ s Milk ” of every healthy business .
Life would be simpler if physicians only had to do the roles of being the business CEO and a doctor . This includes the office manager or practice administrator that has to don many hats in support of the physician .
An Updated Perspective
The physician of today needs to wear many hats , and too often they end up wearing multiple at the same time . It doesn ’ t work and isn ’ t sustainable .
CRO CFO CPO CMO COO CSO SP
Chief Revenue Officer Chief Financial Officer Chief Product Officer Chief Marketing Officer Chief Operating Officer Chief Strategy Officer Senior Partner
15 TODAY ’ S PRACTICE : CHANGING THE BUSINESS OF MEDICINE