Fiore RX

Antifungal Nail Polish

Fiore RX is a new product line of foot care products – a concept developed by three Atlanta podiatrists concerned about mandated changes in America’s health care system and the negative impact these changes will have on their medical practices. This new enterprise is a great example of how physician entrepreneurs are adapting new strategies to develop additional revenue streams, independent of their medical practices.

“From a private practice standpoint, it is becoming increasingly difficult to maintain, let alone grow a medical practice,” says Dr. Christopher Menke. “Increased government regulations, insurance company red tape and constant reimbursement reductions, reduces the quality time a physician is able to spend with patients.”

Dr. Christopher Menke, DPM, FACFAS is a Board Certified Reconstructive Foot and Ankle Surgeon in Atlanta, GA with the Ankle and Foot Centers of Georgia, a Co-founder of Surgical Fixation and a Co-founder of Fiore RX.

Dr. Menke suggests that developing medicinal products will become more common for medical practices as a way to survive in these changing times. He is one of the three podiatrists who created Fiore RX. He is an interesting example of a doctor becoming an entrepreneur!

Case in point - toenail fungus has always been a difficult problem to address in the past, specifically due to the lack of successful and safe treatment options. Laser therapy, as a new treatment option, has gained considerable attention as an effective treatment protocol. However, laser treatment is currently recognized by insurance companies as “cosmetic” and therefore the expensive procedure is a non-covered service. “While Fiore RX does not cure nail fungus, it can help prevent a patient from getting toenail fungus” suggests Dr. Menke.

Dr. Jason Morris and his wife Dr. Patricia Whitmore are podiatrists who are a medical practice team. “Those of us in solo or family based practice models must begin to leverage our education to create wealth in other ways than relying on insurance payments and copays to secure our future”, notes Dr. Morris. He explained, “It is essential that we now become entrepreneurs to supplement revenues generated from our medical practice to help offset increasing liabilities.”

To that end, Dr. Morris has helped develop the Fiore RX brand, a new line of medical grade products. The first product, an antifungal nail polish is highly effective in preventing toenail fungus, in high demand for both men and woman and available on the Fiore RX web site.

Dr. Jason E. Morris, a Board Certified Foot and Ankle Surgeon, is the Co-founder of Primara Podiatry, Laser and Foot Spa and Co-founder of Fiore RX.

Toenail Fungus Tips - For Summer-friendly Feet

Dr. A. Louis Jimenez, who founded Gwinnett Foot and Ankle, is a past President of the American College of Foot and Ankle Surgeons and Faculty & past President of the Podiatry Institute, is now in practice with his son, Dr. Dorian Jimenez and his daughter Dr. Margo Jimenez-Menke.

“When my father, A. Louis Jimenez, DPM, started the practice over 35 years ago, the practice was successful based on the quality of patient treatment and procedures performed,” says his son, Dr. Dorian Jimenez.

“Being a proud partner of a second-generation family-owned Podiatric medical practice and adapting to the rapidly changing medical atmosphere is challenging in both positive and negative ways.”

“Three decades later, quality patient care remains our primary goal. However, decreasing reimbursement rates, managed care and government funded health plans are causing younger doctors to re-envision the practice model – and part of that equation is looking outside of the practice for additional revenue streams,” observes Dr. Jimenez.

“Working with my dad and my sister has been a rewarding experience,” says Dr. Dorian Jimenez. “Like many other generational medical practices, transitioning from one generation to the next presents both challenges and opportunities.”

Dr. Jimenez attended Temple University where he obtained his medical degree. He completed his medical residency and in advanced podiatric foot and ankle surgery at the Northlake Medical Center. Dr. Jimenez has been in private practice with his father and sister since 2005. He is a fellow of the American College of Foot and Ankle Surgeons, Faculty of the Podiatry Institute, and member of the American Podiatric Medical Association.

Dr. Jimenez is a board certified podiatric surgeon and a partner at Gwinnett Foot, Ankle and Leg Center with offices in Snellville and Duluth GA. Patients visiting Dr. Jimenez can receive a full range of podiatric services as well as surgical procedures including cosmetic and laser procedures. Dr. Jimenez is Co-Founder of, and He currently resides in the Atlanta area with his wife and three children.

“Many medical, dental and veterinary practices are generational family businesses and we find many of the same succession issues that other family businesses wrestle with as they transition from one generation to the next,” according to leading family business expert

Don Schwerzler. “As ‘Obama Care’ impacts healthcare providers, more and more traditional medical practices are moving towards a newer practice model called medical boutiques. These are medical practices that enable the doctors to spend more time with patients and to free the practice of the costs and inefficiencies that are part of the red tape and paperwork associated with health care insurance programs”

Schwerzler has been studying and advising family business entrepreneurs since 1967 – a career span of more than 40 years. He is the founder of the Family Business Institute and the Internet organization Family Business Experts, both of which are headquartered in Atlanta GA.

The first product launched by Fiore RX, an internet enterprise, is an antifungal nail polish that can be used by men and women who wish to reduce the potential for being infected by nail fungus (Onychomycosis).

As more people use nail salons for pedicures (pediscares) and work-out facilities for exercise, the spread of toenail fungus is alarming.

Ask anyone who has been infected by toenail fungus; it is a very difficult condition to cure. Toenail fungus is more than having ugly toes – it can become a significant health issue.

One strategy recommended by the doctors who developed the antifungal nail polish: when you go in for a pedicure, bring your own antifungal polish – a new twist to the old phrase BYOB!

The marketing strategy for Fiore RX is simple and straight forward - a web site platform as well as social media initiatives to develop brand awareness and brand management strategies that are so essential for growing a successful Internet business.

Check Out FIORE RX

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