Bruce Chernof, MD
Bruce Chernof, MD, a Los Angeles internist and former medical director for clinical affairs and affiliations for the Los Angeles County Department of Health Services, was appointed director and chief medical officer for LADHS in May. As director of the department, Dr. Chernof will oversee operations of the second largest county health system in the United States. He replaces Thomas Garthwaite, MD, who left amid problems at Martin Luther King Jr./Drew Medical Center.

"I take great pride in stepping forward to lead our organization at this challenging time," Dr. Chernof says. "We are a great organization, and I believe strongly in
our mission."

In his previous role, Dr. Chernof helped develop a strategic plan to recruit and retain nurses; restructure and redevelop the department's human resources area; and unveil a deficit management plan that will potentially generate more than $800 million for the department over the next five years. Prior to joining LADHS, Dr. Chernof served as regional medical director for state health programs at Health Net of California. He is currently an adjunct professor of medicine at the David Geffen School of Medicine at UCLA.

LADHS serves the healthcare needs of nearly 10 million residents in LA County through hospital and outpatient care; public health programs and clinics; emergency medical services; and rehabilitation services. It runs five hospitals, more than 20 county-operated clinics, and more than 100 sites through the Public/Private Partnership Program, a collaborative effort between LADHS and community-based providers.

Howard Krauss, MD
LACMA member since 1984
Krauss, a Santa Monica ophthalmologist and the secretary of LACMA, received in May the UCLA Department of Ophthalmology's S. Rodman Irvine Prize at the Jules Stein Eye Institute Clinical and Research Seminar in Los Angeles. The S. Rodman Irvine Prize recognizes a UCLA ophthalmology faculty member whose activities illustrate the finest in doctor-patient or doctor-student relationships; whose actions represent the highest traditions of the medical profession; and whose teaching exemplifies the individual's dedication to transmission of knowledge to future generations.

"One always wonders leading up to the moment of announcement who will be named," Dr. Krauss says. "And I was shocked, humbled and honored when my visage was projected onto the screen, followed by several lengthy praising presentations."

A clinical professor of ophthalmology and neurosurgery, Dr. Krauss has been working with medical students and residents for more than 20 years. He has held many positions at UCLA and in organized medicine, including co-director of the UCLA Skull Base Surgery Program; president-elect and longstanding board member of the California Academy of Ophthalmology; and chair of the Solo and Small Group Practice Forum of the California Medical Association House of Delegates.

The prize honors S. Rodman Irvine, MD, who was a distinguished clinician, teacher, investigator and humanitarian. Dr. Irvine served as the acting chief of the Division of Ophthalmology at the UCLA School of Medicine from 1949-59. During that period, he established the teaching and training program of the Division of Ophthalmology and planned the first Ophthalmology Outpatient Clinic at the UCLA Medical Center.

Jay Harness, MD
OCMA member since 2003
Harness, medical director at Orange-based St. Joseph Hospital Comprehensive Breast Center, was appointed president-elect for the American Society of Breast Surgeons, representing nearly 2,400 surgeons nationwide. Elected at the ASBS annual meeting in April, Dr. Harness will serve as president-elect for one year, followed by one year as president. Previously, Dr. Harness served as chair of the board of directors of ASBS.

Founded in 1995, ASBS was formed to encourage the study of breast surgery; to promote research and development of advanced surgical techniques; and to improve standards of practice for breast surgery in the United States.

"Being one of the founding forces of ASBS, I was touched and honored at being named president," Dr. Harness says. "This organization is the fastest-growing surgery subspecialty group in the United States. The newer kinds of breast conservation, radiation therapy and chemotherapy have really fueled the rapid growth of this society."

Dr. Harness is well known nationally and internationally for his contributions in the fields of breast and endocrine surgery and for his use of ultrasound in surgical practice. He has served as medical director of the St. Joseph Hospital Comprehensive Breast Center since July 2003. Prior to joining St. Joseph Hospital, Dr. Harness held various teaching positions, including professor of surgery at UC Davis School of Medicine and clinical professor of surgery at UC San Francisco School of Medicine.

St. Joseph Hospital Comprehensive Breast Center is the third breast center Dr. Harness has launched. He developed breast centers at the University of Michigan and Tufts University in Boston.

Ronald Greeno, MD
LACMA member since 1991
Greeno, chief medical officer of Irvine-based Cogent Healthcare, was named to Modern Physician's list of the "50 Most Powerful Physician Executives in Healthcare." The 2006 list was announced in the May issue of Modern Physician magazine, Modern Healthcare's sister publication. Dr. Greeno made the list after being named one of 100 semifinalists, which were compiled by online nominations from subscribers to Modern Physician. Votes were then cast to determine the top 50.

"It is a tremendous honor to be in this esteemed company," Dr. Greeno says. "However, I feel this is also a clear testament to the rise of the hospitalist movement and Cogent's role as the leader in the field."

Ranking No. 49, Dr. Greeno is the only hospitalist physician executive to make the list, which includes healthcare luminaries from nonprofit healthcare organizations, the U.S. government, hospitals and healthcare delivery systems.

In 1997, Dr. Greeno co-founded Cogent Healthcare, a provider of inpatient management programs for hospitals across the country. Since then, Dr. Greeno has shaped the booming hospitalist movement throughout the country.

A leading provider of hospitalist programs, Cogent Healthcare aims to improve care and efficiency of hospitalized patients by reducing variations in care; establishing best practices; identifying and removing barriers to efficient care; and measuring outcomes.

George Orloff, MD
LACMA member since 2000
Orloff, chief of plastic surgery at Providence Saint Joseph Medical Center, and six other physicians, hosted a Plastic Surgery Expo on May 6 at the hospital in Burbank. The event was designed to educate the general public about plastic surgery and cosmetic enhancement and how both fit in with health, fitness, beauty, wellness, anti-aging and longevity. More than 1,200 people and nearly 20 vendors attended.

"I wanted to create an educational and social event that would allow the public to ask questions about plastic surgery, surgical techniques and innovative, nonsurgical options," says Dr. Orloff, who specializes in reconstructive surgery. "We featured a variety of plastic surgeons, vendors and local merchants, including laser hair removal companies, beauty salons and spas."

Participants learned how to enhance their faces with the correct smile design; got updates on facial surgery and facial rejuvenation; heard about cosmetic and reconstructive eyelid surgery; and found out about combining nonsurgical and surgical rejuvenation.

"When people consider plastic surgery, they must understand the patient safety implications and risk involved," Dr. Orloff says. "We educate patients on choosing a trained plastic surgeon who is integrated into the medical community. Patients must also learn whether they are perfect candidates for plastic surgery. Getting a facelift is not the same thing as getting a haircut."