A radiologist based in Fredericksburg has opened a couple of next-door offices in Henrico County, seeking to fill what the company’s COO sees as a service gap in the Richmond region.
Dominion Imaging, which provides diagnostic radiology services (such as X-ray and ultrasounds), and sister practice Virginia Interventional & Vascular Associates, which does outpatient interventional radiology services (such as treatments for uterine fibroids and varicose veins), set up shop in the newly renovated Brookfield Commons building at 6600 W. Broad St. across from Reynolds Crossing.
The offices are the latest additions to Brookfield Commons, which was gutted and renovated beginning in 2018 after being purchased by local development firm Stanley Shield for $3 million in 2016. The building also hosts Pulmonary Associates of Richmond and Virginia Women’s Center.
Also in the area are Bon Secours Heart Institute at Reynolds Crossing and Commonwealth Extended Care.
“We thought that was a great hub,” said Chris Snyder, COO of Radiologic Associates of Fredericksburg. The firm is the parent company of Dominion Imaging, and Virginia Interventional and Vascular Associates.
Both offices, which opened this month, are new companies created to extend the reach of Radiologic Associates of Fredericksburg into the Richmond area. Snyder said his company had studied the region and determined there was demand for radiology services.
“We identified a need for low-cost outpatient radiology,” he said.
The two offices combined have about 10,000 square feet of space, which is about evenly divided between the two entities. It cost $1 million to renovate the interior, and another $500,000 to $1 million to outfit them with equipment and technology, Snyder said.
While low-cost services are part of the pitch, Snyder said it’s difficult to provide a solid average figure given the various factors that go into medical billing, such as insurance and co-pays. The companies charge physician rates rather than hospital rates, so services are generally cheaper than what they cost in hospitals. The two offices offer no-interest payment plans.
Snyder said the openings of the offices, initially scheduled for April, were delayed due to the coronavirus pandemic.
The pandemic has presented a mixed opportunity for the venture. On one hand, not being a hospital might be attractive to people looking to minimize contact with people sick with COVID-19. On the other, distancing makes it more difficult to network and establish bonds with referring physicians needed to establish a patient pipeline.
RVA Construction was the project contractor. E4H, an architectural firm focused on health care facilities, designed the offices. There are 16 employees between the offices, and there are plans to add more.