New Health Care Provider Opens City Ave Facility

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Rogers Behavioral Health System, a Wisconsin-based provider of mental health services, has expanded into the Philadelphia region with the opening of an 11,000-square-foot outpatient center in the city.

The center in the Monroe building off City Avenue will provide specialized, evidenced-based care for obsessive-compulsive disorder (OCD), anxiety, depression and other mood disorders. Paul Mueller, who serves as CEO of the health system’s Rogers Memorial Hospital division said the medical center’s three campuses in the Milwaukee region serve many individuals from the East Coast. He estimated about two dozen patients a year come to the hospital from Philadelphia.


“It’s tough for their loved ones to be with them while they are receiving care,” Mueller said. “When you look around he country, you see a demand for mental health care and addiction treatment in every city in America. We’ve been looking for cities where we can develop partnerships and bring our [care model] closer to patients.” Mueller said the company’s goal is to offer less intensive, evidence-based outpatient care — when appropriate for the patient — as an alternative to inpatient and residential treatment programs.

The Rogers site in Philadelphia is part of a national network of centers operated by Rogers that offer multiple levels of care. The company also has centers in the Tampa, Nashville, Chicago and Minneapolis markets, in addition to six cities in Wisconsin. At some sites, like Philadelphia’s, the focus will be on day treatment — known as partial hospitalization or intensive outpatient care — with services offered five days a week for three to six hours a day.


Rogers has formed a partnership with the University of Pennsylvania, contracting for the services of Dr. Martin Franklin to serve as the clinical director of the Rogers-Philadelphia outpatient center. The center will begin with about 30 employees, consisting of clinicians and support staff, and when fully operational care for 60 to 70 patients a day.


“Rogers is bringing together its years of experience and expertise with a behavioral treatment framework that ensures patients get a high dose of cognitive behavioral therapy, of the highest quality, with a multidisciplinary perspective,” said Franklin, a specialist in anxiety treatment and an associate professor of clinical psychology in psychiatry at the Hospital of the University of Pennsylvania. “This subspecialty treatment helps both patients and providers who seek closer options for more intensive levels of care.”


The company’s strategy is to provide its specialized services in niche areas like OCD and depression, and not compete in other service lines already being served. Mueller said the company, for example, opted not to offer a program for eating disorders because the region already has providers serving that treatment area.


“Philadelphia is home to some of the most respected health care organizations in the country,” says Pat Hammer, president and CEO of Rogers Behavioral Health. “As a national leader in behavioral health, we believe our focus on specialty care will help meet critical needs in the communities around us and complement existing services.”


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