South Oakland Services, a leading midwest anesthesia billing and practice management service provider, wanted to expand its service reach into new markets in the American southeast and west. In its favor were years of proven performance and a proprietary software solution that allowed South Oakland to process its anesthesiologist client's claims faster. What is also had was a name based on its current location in Oakland County, Michigan - not something that a physician in Florida or Colorado would relate to.

In working with South Oakland to develop its new brand, we learned its billing and collection service were the benchmark in anesthesia; other practice management firms could not replicate the speed and efficiency with which South Oakland managed its client's claims. Anesthesia Revenue Management (ARM)was born along with its tagline: "Revenue Velocity." we employed a challenge strategy to take the new brand to market where we challenged anesthesia physicians to question "how fast is your money?" or "what is your average claim days in A/R?" to literally prompt these physicians to find out. We built the Revenue Velocity Calculator to allow prospects to enter their own practice figures into an equation that would indicate what to expect, financial-performance-wise and to use that info as a metric against their current provider. We employed the same strategy in ads within professional anesthesia publications and live at physician conferences where ARM was an exhibitor. Once the new brand was established we turned our focus to the target growth markets with direct marketing to physicians and firsthand engagement of large case-volume anesthesia groups in specific locations.

Anesthesia Revenue Management was acquired by a private equity firm to expand its healthcare portfolio.