Meghana Rajadhyaksha devoted more than a decade of her adult life working in the healthcare industry as a medical device sales and marketing professionals in New York City. She is a business and political-science graduate of the University of Michigan who spent much of her professional career in medical device and pharmaceutical sales and marketing, during which she put in long days and traveled extensively throughout the nation. In this period, Meghana Rajadhyaksha received a number of promotions and served in a variety of roles, including specialty sales work in the operating room.
Now based in Miami, FL, she has taken on the role as Chief Marketing Officer at The Miami Spine Institute. The Miami Spine Institute specializes in Minimally Invasive Spine Surgery, where the physicians use the latest technology and innovation to perform the least invasive procedure possible with the most effective and safe results. She is also involved with a multitude of additional charitable and community organizations in the Miami area, as well as being a devoted wife and mother of two children.
How did you get started in this business? What inspired you to start this business?
After graduating from the University of Michigan, my first job was pharmaceutical sales in the Detroit Metro area. I have always had a fascination with medicine. I also like interacting with people.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
When we started the practice, it was slow. But I think that is common for any medical practice, especially Spine Surgery. You have to build a reputation, network, and be available. Over time, we have helped so many patients improve their quality of life and reduce their pain. These patients are now our greatest referral source. Every day, we see patients who were referred by patients that we helped either with conservative measures or surgery.
How did you get your first customer?
When we started the practice, we did several meets and greets with referring physicians. However, it is difficult to break into new territories where there are already established doctors and referral patterns. Through persistence and delivery of excellent patient care, we’ve been able to build a thriving practice.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
Education. Patient education as well as education of referral sources is vital. We educate patients on preventative medicine as well as what treatment options are available to them. We have done this through free seminars. We also educate referring physicians. We tried to elucidate what patients should be referred to a spine specialist and when. I think with education, comes comfort.
What is the toughest decision you’ve had to make in the last few months?
In the changing climate of healthcare, more and more physicians are becoming employed by hospital systems, and many physicians are trading the autonomy of private practice for the security of hospital employment. As this trend is slowly growing, we have explored other employment opportunities, however we feel we can better serve our patients in private practice.
What do you think it is that makes you successful?
Compassion and quality. In reference to Marketing for MSI, using more than one method to deliver our information, including email, web advertising, professional organizations, or even traditional advertising. Also following up with our referral sources is critical.
What has been your most satisfying moment in business?
Seeing our patients doing well and our business growing. We believe that if we care and try to do the right thing, everything else will work out. When putting it into the perspective of our medical practice, the most important thing is to pick the right treatment plan for the right person.
What does the future hold for your business? What are you most excited about?
I think Minimally Invasive Spine Surgery is evolving rapidly. Historically, Spine Surgery has had a negative reputation. We have all heard someone say “don’t have Spine Surgery”. However, people are living longer, they want to be more active in their old age and spinal pathology can be debilitating. Minimally invasive Spine Surgery allows us to decompress nerves and restore normal spinal anatomy without significant tissue disruption. That means less anesthesia, less blood loss, less morbidity, less infections, and a faster recovery. We have seen excellent results with these procedures. Spine Surgery is no longer taboo.
What business books have inspired you?
“How to Win Friends and Influence People” by Dale Carnegie. My father made me read this when I was in middle school. I didn’t really understand why at the time. But I read it again later when I was in college, and realized how relevant it was in all aspects of life.
I have also been inspired by “Good to Great: Why Some Companies Make the Leap… and Others Don’t” by Jim Collins. It describes how companies transition from being good companies to great companies through discipline.
What is a recent purchase you have made that’s helped with your business?
One of the hospitals in which we work recently purchased a robot for Spine Surgery. This is a new innovative technology that assists the surgeon with placing screws in the spine. It increases accuracy, and in essence, safety.
What gave you the idea for (what you do/your company)? How did it start?
Miami Spine Institute, as the name would suggest is based out of Miami. However, we do have an office in Fort Lauderdale as well. We wanted to create an Institute that focused solely on pathology of the spine. We wanted to be able to offer options for care including physical therapy, pain management, and spine surgery. Over time, our practice has evolved into a Minimally Invasive Spine practice.