Smart Choice MRI adds chief revenue officer

Lupo hired at growing Mequon company

Lupo-Mark-Smart Choice MRI-06-27-2016-Contributed

Mequon-based Smart Choice MRI has hired Mark Lupo as its first chief revenue officer.

Lupo previously was chief sales and marketing officer at Bolingbrook, Illinois-based ATI Physical Therapy, where he helped the company nearly double in size with organic growth, new clinic openings and more than 20 acquisitions. Before he joined ATI, Lupo led the national accounts division at Milwaukee-based Direct Supply. He holds a bachelor’s in mathematics from the University of Wisconsin.

Smart Choice, which offers a flat fee MRI scan and reading for $600 or less, has been expanding rapidly. The company will have 19 clinics by the end of the year, including six in Wisconsin. It plans to at least double the number of clinics in 2017, said Rick Anderson, chief executive officer of Smart Choice.

The locations for the clinics to be opened in 2017 have not been finalized, but Anderson said Madison and Green Bay are under consideration, as well as Indianapolis, Salt Lake City and Denver.

“There’s very few places we don’t see ourselves growing,” Anderson said. “It’s just a matter of picking wisely which markets we go into.”

The chief revenue officer role will help guide the five channels of revenue growth for Smart Choice—customers, employers, providers, payers and strategic partners, Anderson said.

“It was a logical role for us as we continue to grow the business. You need to really have one person that is responsible for the overall revenue growth and direction for the whole company,” he said.

Smart Choice has raised more than $14.5 million since December to fuel its expansion. Chicago-area health system Edward-Elmhurst Health contributed $7 million, while Appleton-based Thedacare contributed $3 million.

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Molly Dill, former BizTimes Milwaukee managing editor.

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