Scaling a Chicago Orthopedic Practice: A Growth Case Study
This case study examines how a small orthopedic practice in Chicago transformed into a rapidly expanding healthcare provider. Through strategic initiatives and a mission-driven approach, the practice grew from 2 offices to 15, increasing its workforce from 10 to 70 employees.

“Copilot made sense financially for us by powering way more work than would’ve normally gotten done by hiring individual contributors and paying salaries. We’re 10x more effective and efficient because of Copilot, and Tanner’s strategic advice has been super valuable along the way too. Copilot is a novel approach that’s worked exceptionally well for Genesis over the past 5 years.”
– Andrew Shadid, CEO @ Genesis
The Challenge: Expanding While Embracing a New Mission
The legacy orthopedic practice faced a significant growth hurdle. It aimed to expand beyond its initial two offices and 10 employees. Simultaneously, it adopted a new mission: "Care for all, rather than just the lucky ones with the right commercial insurance."
1
Limited Scale
Starting with only two offices, the practice needed to increase its physical presence.
2
Small Team
With just 10 employees, scaling operations presented a significant challenge.
3
Inclusive Care Mission
The practice aimed to provide care beyond patients with commercial insurance.
Strategic Solution: Fractional Chief Growth Officer
Copilot's team was brought in as a fractional Chief Growth Officer. They implemented a comprehensive approach to drive growth and improve operational efficiency. This strategy encompassed various initiatives targeting different aspects of the practice's operations and market presence.
Key Growth Initiatives
1
Strategic Collaboration
Worked closely with the CEO on special projects and growth initiatives.
2
Referral Network Development
Created an outbound engine to build and strengthen relationships with primary care providers.
3
Digital Presence Enhancement
Developed a compelling digital footprint, including a new website and social media strategy.
4
Fundraising Support
Assisted with the company's first fundraise, including research and pitch deck design.
Marketing and Branding Efforts
Brand Refresh
Updated brand identity across various materials, including surgeon flyers and business cards.
Paid Advertising
Managed a $200,000 budget for orthopedic clinical trials to drive potential patient acquisition.
Community Outreach
Assisted in forming a nonprofit foundation to subsidize care for underserved patients.
Operational Improvements and Technology Implementation
The practice implemented Salesforce CRM to manage and optimize referrals. This technology upgrade streamlined operations and improved patient acquisition. Additionally, an internship program was founded, bringing in talent from top universities like Harvard, Yale, and Stanford.
CRM Implementation
Salesforce integration improved referral management and patient tracking.
Talent Development
Internship program brought fresh perspectives from top universities.
Scalable Operations
Improved processes and technology enabled rapid practice expansion.
Remarkable Outcomes and Continued Growth
The strategic interventions led to significant expansion. Offices increased from 2 to 15, while employee count grew from 10 to 70. The practice continues to scale rapidly, fulfilling its mission of providing care to a broader patient base.
1
Initial State
2 offices, 10 employees, limited patient reach
2
Growth Phase
Implemented strategies, expanded services, improved operations
3
Current State
15 offices, 70 employees, broader patient base
Key Takeaways for Healthcare Growth Strategies
This case study demonstrates how strategic growth initiatives, coupled with a strong mission, can transform a small medical practice. It highlights the importance of a holistic approach to growth in healthcare.
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