The journey of Dr. Pankaj Surange—from a highly paid anaesthesiologist to establishing the pioneering IPSC Pain & Spine Hospital—is a story of great vision, stamina, and well-calculated risks in one of the high-growth healthcare segments. As an officer of the Indian Army, those years of service developed his risk appetite and forged his leadership skills, which he applied later in life to question conventional pain treatment methodologies in India. With the Fellowship in Interventional Pain Practice (FIPP), and MBA from the Indian School of Business, Dr. Surange now has pain management disruption mapped out, aiming for a revenue milestone of ₹100 crore by FY28 by expanding through a chain of 25-bed specialty hospitals. The audacious goal will ensure leading market share in the chronic pain market through minimally invasive and regenerative pain treatments.
Pain Management Market: Potentiality
The global chronic pain market, estimated at a staggering $150 billion, is one of the fastest-growing drug markets, fuelled by the twin demographic drivers of an aging population and sedentary lifestyles. In India alone, the pain-relieving market is approximately INR 5,928 crores and is growing in excess of 10% on a CAGR basis. More than 200,000 spine surgeries are conducted annually in India; however, quite a few of the patients prefer non-invasive options because open surgeries leave one in a lot of pain and make for really painful and long recoveries. As this was the case, Dr. Surange seized an opportunity to introduce interventional pain management as a middle path in which intervention would be minimally invasive yet super effective. He has been pioneering procedures that relieve pain without the trauma of open surgery for over 15 years and treated more than 15,000 patients with techniques still underutilized in the country.
A Vision for Interventional Pain Care
Dr. Surange imagines that interventional pain care would become mainstream and transformative, much like how interventional cardiology changed the treatment of the heart. He introduces minimally invasive spine procedures, including endoscopic disc removal and regenerative tissue therapy, to offer patients alternatives that avoid risks and long recovery times from open surgeries.
These procedures are safer, more affordable, and have faster recovery with the use of localized anaesthesia, which will work best for today’s lifestyles. Procedures make use of your own body’s repair cells injected into the damaged areas, which after the procedure would help you to be relieved of pain and further would rejuvenate natural healing. This appeal is very broad, especially among the young and working age groups that are getting more prone to spine-related problems due to sedentary habits and poor postures.
Overcoming Obstacles and Gaining Credibility
The journey to build IPSC was not without its hiccups. When Dr. Surange started promoting interventional pain management in 2009, indications were few and far between, with the medical fraternity at large skeptical. His initial attempts at going the Business-to-Business-to-Customer (B2B2C) route and seeking tie-ups with hospitals faced hurdles as many healthcare providers were unwilling to try out these new techniques.
Against such resistance, he did something the bravest in 2011—he abandoned the practice of anaesthesiology and initiated a small pain clinic from scratch. In the following three years, he systematically expanded his professional horizon into treatments against cancer pain, neuralgia, and terminal patients, a turning point which helped him think out more clearly. The realization of broad-based acceptance institutional support stirred Dr. Surange to become more active with the Indian Society for the Study of Pain back in 2015 with insurance coverage advocacy for interventional pain procedures. This was after he got into office by election as the General Secretary of ISSP.
Further, Dr Surange also got these procedures included in the negotiation with private and government insurers after which many pain management specialist followed. More patients flowed in his practice and corporate hospitals started a pain department.
Business Model of IPSC: Innovation and Excellence-to-Scaling
Dr. Surange stuck to a Business-to-Customer (B2C), digital-first strategy for sustainable growth. IPSC Pain & Spine Hospital operates on a hub-and-spoke model wherein the hubs are centralized 25-bed hospitals and the spokes day-care centers. It is much easier for the brand to expand without compromising the premium care in this model.
He now aspires to have five hubs by FY26, which would grow revenue from ₹10 crore to ₹50 crore and monthly surgeries from 100 to 500. By FY28, with ten day-care centers added, the company is targeting revenues of ₹100 crore while maintaining an impressive EBITDA margin of 65%. The major component of the business model for IPSC is a digital strategy to engage and educate the patient. Its website is designed such that potential patients can understand chronic pain management options. Similarly, the hospital bills itself as a one-stop solution and differentiates its services from other orthopaedic, neurological, and general physician services.
Collaborative Leadership and Growth Vision
Inspired by Dr. Sukdeb Datta, on the pioneers of minimally invasive spine surgery in the U.S., Dr. Surange has replicated and expanded similar innovations on Indian soil. Co-founder Dr. Swati Bhat has played an important role in operationalizing IPSC’s educational vertical, namely, IPSC Varsity—its endeavour to train the next generation pain specialists.
The vertical not only helps in bringing standards regarding methodology in interventional pain management but also helps in increasing awareness and acceptance in totality of the specialty.
Future Outlook: Pain Care Redefined—India
India is experiencing a rapid increase in spine problems due to lifestyle and even teenagers complaining of chronic back pain due to least mobility and sedentary lifestyles. Dr. Surange’s foresight of minimizing intervention seems to go well with the latest needs that have emerged. With focused and affordable access to interventional pain treatments, IPSC is uniquely positioned for market leadership by offering relief to patients with limited options other than surgery or lifelong dependency on painkillers.
The story of Dr. Surange is one of relentless innovation and commitment to improvement in access to health care. His vision and commitment will take IPSC Pain & Spine Hospital to lead a revolution in chronic pain management in India, providing transformative care that manages pain and improves quality of life in countless patients.
Dr. Prahlada N.B
MBBS (JJMMC), MS (PGIMER, Chandigarh).
MBA (BITS, Pilani), MHA,
Executive Programme in Strategic Management (IIM, Lucknow)
Senior Management Programme in Healthcare Management (IIM, Kozhikode)
Postgraduate Certificate in Technology Leadership and Innovation (MIT, USA)
Advanced Certificate in AI for Digital Health and Imaging Program (IISc, Bengaluru).
Senior Professor and former Head,
Department of ENT-Head & Neck Surgery, Skull Base Surgery, Cochlear Implant Surgery.
Basaveshwara Medical College & Hospital, Chitradurga, Karnataka, India.
My Vision: I don’t want to be a genius. I want to be a person with a bundle of experience.
My Mission: Help others achieve their life’s objectives in my presence or absence!
My Values: Creating value for others.
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*Prahlada N B Sir*,
Here is a summary of your nice write-up on
*Dr Pankaj Surange* &
his innovative pain management strategy :
*The Pain Warrior: Dr. Pankaj Surange*
In a world where pain was often managed with invasive procedures and addictive medications, Dr. Pankaj Surange dared to challenge the status quo. With a vision to revolutionize pain management in India, he pioneered the use of minimally invasive, non-surgical techniques.
*A Journey of Innovation*
Dr. Surange's quest began with a passion for pain relief. He recognized the limitations of traditional methods and sought cutting-edge solutions. Through rigorous training and research, he mastered advanced interventions:
1. *Interventional Pain Management*: Targeted injections and minimally invasive procedures.
2. *Radiofrequency Ablation*: Heat therapy to disable pain-causing nerves.
3. *Cryoablation*: Freezing technology to halt pain signals.
4. *Regenerative Medicine*: Harnessing the body's healing potential.
*Transforming Lives*
Dr. Surange's expertise and compassion transformed the lives of countless patients:
1. *Chronic Pain Sufferers*: Found relief from debilitating conditions.
2. *Cancer Patients*: Received palliative care, improving quality of life.
3. *Athletes*: Returned to competition, pain-free.
*Pioneering Achievements*
Dr. Surange's contributions:
1. *Established India's First*: Dedicated pain management center.
2. *Trained Generations*: Of pain specialists, spreading expertise.
3. *Public Awareness*: Educated masses about pain management options.
4. *Research and Publications*: Contributed to global pain management knowledge.
*Awards and Accolades*
Dr. Surange's work has been recognized:
1. *Best Pain Management Specialist*: Awarded by esteemed medical associations.
2. *International Recognition*: Invited speaker at global pain conferences.
*Legacy*
Dr. Pankaj Surange's revolution in pain management has:
1. *Improved Patient Outcomes*: Enhanced quality of life.
2. *Advanced Medical Education*: Inspired a new generation of pain specialists.
3. *Transformed Healthcare*: Raised standards for pain management in India.
*Tribute*
Dr. Pankaj Surange, a true pioneer in pain management, we salute his dedication, innovation and compassion. His work has touched countless lives, inspiring a brighter future for those seeking pain relief.
ReplyI am an Anaesthesiologyst working in government medical college.Me too want to change my profession from Anaesthesiologyst to Pain & palliative care management. I am very much impressed by Dr. Surange's work.
ReplyIf you permit, I would like to visit & learn from your center.