Smart Choice MRI

Smart Choice MRI
10532 N Port Washington Road, Mequon
Year founded: 2006
Product or service offered: High-quality magnetic resonance imaging to every patient for a flat, all-inclusive fee of $600, which includes the cost of the scan, as well as its interpretation by top radiologists from the world-renowned Cleveland Clinic.
CEO: Rick Anderson
Leadership team: Cara Miller, CFO; Christine Herbst, vice president of operations; Mike Duffek, vice president of construction and real estate; Sara Bild, vice president of marketing and brand strategy; Jeff Caprini, vice president of business development; John Mathias, director of marketing.
Projected 2015 revenue: $7.5 million
Target clientele: Consumers in need of an MRI, and self-insured employers to help them save on their medical costs
Business organization memberships: Better Business Bureau, Kenosha Chamber of Commerce, Sheboygan Chamber of Commerce
What has fueled your company’s growth?
“Our new leadership team, including Rick Anderson as CEO. We also now market directly to consumers. We are educating them on the fact that they have a choice other than the hospital for an MRI procedure. High insurance deductibles are making consumers more aware of their medical expenses. Many people have to pay thousands of dollars of their own money before their medical insurance kicks in.”
What is the biggest obstacle to your company’s growth?
“Trying to inform the entire market that health care has changed. Consumers now have to shop around for health care procedures like they would for a car or a mortgage. We used to have the magic insurance card that took care of all charges. Now we are paying the first few thousand dollars before our health insurance kicks in.”
Do you plan to make any changes to your company?
“Only growth. We will expand into Illinois this year, and eventually expand nationally.”
What is your company’s most important growth strategy?
“Fulfilling our expansion goals.”

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