Doctivity Identifies Recruitment Opportunity for Services Going to Competition
Independent practices need more than intuition to grow; they need actionable data. One independent orthopaedic group recently discovered just how powerful that data can be when they partnered with Doctivity. The Doctivity platform empowers healthcare organizations with market insights and real-time analytics.
The Challenge: Services Slipping Away to the Competition
Like many independent practices, this orthopaedic group relied on a local health system to provide specialized spine care. They didn’t have a spine surgeon on staff and instead referred those cases out. Practice leaders realized that they were sending a significant amount of revenue out the door.
While this approach fulfilled the organization’s mission of meeting patient needs, it also created a long-term vulnerability. The clinic was losing high-value surgical cases to a competing provider.
The group knew that spine services were in demand and offering them in-house could create better patient experiences while promoting stronger revenue. However, it didn’t have a clear picture of just how much opportunity they were missing or how to fix it. That’s where Doctivity came in.
The Turning Point: Data That Delivers Market Clarity
Using Doctivity’s integrity dashboards and market intelligence tools, the orthopaedic practice got a full picture of their spine patient volumes and referral patterns. Over the past 12 months, the practice saw more than 1,500 spine patients. This revealed a consistent and significant need for in-house spine care.
After seeing the numbers, the board realized that they could (and should) hire an in-house spinal care provider. Doctivity also helped the practice understand the broader spine services market in their area, including how and when providers were referring patients to surgery.
These longitudinal referral behaviors illuminated one important reality: the practice was sending a major revenue stream to a competitor. With these insights in hand, the path forward became clear.
“Too often, independent practices know they’re losing revenue but don’t have the tools to pinpoint where or why,” said Cathryn Connolley, MHSA, President and Chief Operating Officer at Doctivity Health. “This client’s experience is a great example of how our platform transforms uncertainty into strategic clarity—turning patient retention challenges into measurable growth opportunities.”
The Solution: Bringing a Spine Surgeon In-House
Instead of continuing to rely on the health system for spine surgeries, the practice made a strategic decision to recruit an established spine surgeon. This move positioned the group to keep more patients in-house while improving care continuity and operational control.
Recruiting a spine surgeon based on the data, rather than assumption or hunches, meant the practice could justify the investment with confidence. Decision-makers could aggressively pursue an in-house spine surgeon, knowing that the demand already existed. They had evidence of consistent patient volumes and unmet market demand.
“The true value of our platform is in making complex decisions feel simple,” said Haili Coombe, Vice President of Operations and Product at Doctivity Health. “When practices can see the exact volume and financial impact of missed opportunities, they’re empowered to act quickly—and strategically.”
The Outcome: A Data-Backed Decision Pays Off
With their new spine surgeon onboard, the practice now retains a revenue stream that had previously been outsourced. On average, an orthopaedic spine surgeon generates more than $2.5 million in net new annual revenue. This represents a substantial return on investment.
What began as a weakness for the practice turned into an opportunity, thanks to the clarity provided by Doctivity’s tools.
The Bigger Picture
This case underscores a powerful truth in healthcare today: data isn’t optional. Even private practices that deliver value through personalized service and hands-on care need access to timely data insights to compete with larger healthcare organizations.
These data points can reveal hidden opportunities and help independent practices determine when, where, and how aggressively to recruit.
More importantly, unlocking the power of real-time data can enable your practice to deliver better care while achieving consistent profitability. Doctivity gives your practice the tools to ask and answer the most important questions, including:
Where are we losing patients?
What services are in highest demand?
How can we improve our referral integrity?
Which growth and recruitment strategies make financial sense?
For this orthopaedic group, the answers led to a $2.5M win. Imagine what your organization could achieve if it made critical data insights more accessible.
Ready to Uncover Your Practice’s Hidden Revenue?
Whether you’re looking to grow your practice, stop revenue leakage, or better understand your market position, Doctivity provides the actionable intelligence to get you there. Discover how real-time dashboards and market insights can help your team make smarter, faster decisions.
Request a live demo today or email us with any questions at info@doctivityhealth.com.
