In the world of health-care business where downsizing and lay offs have become annual rituals, there are some individuals who have emerged from the rubble of corporate restructuring. They are multi-skilled professionals who have found a niche in the health care industry. They are health care entrepreneurs.

"Phoenix is vastly becoming a market for entrepreneurs and consultants," says Eugene Schneller, Ph.D., a professor at Arizona State University's School of Health Administration and Policy.

"In using the term entrepreneurship in a broad sense, there are certain people who were part of a downsizing and saw an opportunity in what had happened to them," he continues. "They understand what it takes to produce high quality work and are able to reorganize this in the home or small business environment. That's a kind of creativity or entrepreneurship of taking [a product or service] some other place rather than transforming it within the corporation. These are individuals who have found a way of being more of a creative part of the health care institution. In the face of such challenges, some individuals have sought alternative employment" ....

As an independent practicing audiologist, Cathy Kurth, M.A., established what is now one of the largest audiological practices in Scottsdale: The Audiology and Hearing Aid Center. After being laid off more than 10 years ago from a physician's private practice, she suddenly lost more than 70 percent of her referrals.

"It was a traumatic and frightening experience," she says, "but its the fear that drives you in this sort of situation, because you realize the risk of losing everything at any time. I also realized that marketing myself and my practice was paramount to generating referrals, something I didn't have to do before because there was a built-in referral base."

Starting out with a limited budget, Kurth chose not to take out loans. She borrowed the needed testing and diagnostic equipment until she could buy her own. Kurthe surrounded herself not only with experts in the field of audiology, but with public relations practitioners who were willing to learn the business as well.

"Marketing is essential to the success of any business, and you learn to identify those experts by what extent they are willing to go to learn about what you do," she says...

"I believe whether you are a medical transcriptionist, audiologist, scientist or surgeon, there will always be a place in the health care industry for individuals who work very hard, are willing to take risks and adjust to transition, strive to be the best at what they do, and stay on the leading edge of their profession," says Edward "Ted" Diethrich, M.D., [medical director of the world-renowned Arizona Heart Institute & Foundation.].

Among the 90s entrepreneurs--in health care or elsewhere--are people who have skills that can transcend many levels of organizations.

"There's a kind of creativity, risk-taking and pushing the boundaries that defines today's entrepreneur," Schneller says. "They are people who have produced something, transformed their skills or offer multiple tasks to institutions in the corporate marketplace."