By Mike Klein
Four years ago Lee Gross saw the medical sands were shifting. His insurance-based primary care practice near Sarasota, Florida was in danger of extinction unless Gross and his physician partners developed a different strategy. Medicine, it seems, was also no longer much fun.
“Any physician will tell you a lot has changed in medicine in the last ten to fifteen years,” Gross said this week in Atlanta. “The paperwork gets absolutely crazy. You’re basically no longer interacting with patients. You’re just a cog in the wheel doing what the insurance companies are telling you to do.”
Gross also saw a real possibility that his entire medical business model would vanish. “Independent practices are becoming dinosaurs. All the…