Pierre Atallah's heart beats with a passion to heal. A board certified cardiologist, he is a firm believer in a "simpler is better" ideal. For more than 31 years he has built his cardiology practice by stressing non-invasive procedures and outpatient care. By establishing the Rochester Medical Center, he is able to translate his philosophy into unrivaled patient care.  "We have always been ahead of the trend," says Dr. Atallah. "Although hospital stays used to be the norm, the inherent inefficiency of this approach has already been proven and the trend now is toward outpatient care. In-patient care should be reserved for the most severe cases."                 In 1976 Dr. Pierre Atallah established the Atallah Heart Center, a private outpatient clinic, to provide comprehensive diagnostic testing and cardiac rehabilitation to patients. It was the first of its kind in Michigan. State-of-the-art technology combined with focus on the patient as a person characterize the philosophy of the facility.        Dr. Atallah stresses that patients with serious heart problems do get better. With lifestyle changes, and recent advances in the field of cardiology, it is possible to treat conditions successfully. Medically supervised weight-loss programs, behavior modification, and patient-family teaching are essential components of care at the center. The success of the heart center led Dr. Atallah to establish the Rochester Medical Center, taking what worked in cardiology and applying it to virtually all out patient care. The Rochester Medical Center continues the same tradition of commitment to excellence, through cutting-edge technology and patient-centered treatment. The Rochester Medical Center is a "primary care facility." This means that qualified physicians provide comprehensive medical care to all members of any family, at any point in their lives.        With several locations, The Rochester Medical Center continues to grow. This growth includes the Rochester Family care Center, the Shelby Family Care Center and the RMC Women's Center which focuses on the specific concerns of women. These include Family Planning, the prevention and treatment of breast cancer, successful transition to menopause, hormone therapy when appropriate, and gynecological referrals when needed. The E.E.C.P. Center is the latest addition that provides the latest technology for the treatment of Angina Pectoris and Congestive Heart Failure.        The Rochester Medical Center is a fully equipped diagnostic facility. Under one roof, and in a private, non-institutional setting, patients have access to the panoply of diagnostic testing procedures available today. These include mammography, scinti-mammography (a new technology to evaluate breast tissue abnormalities)nuclear medicine, a full range of ultrasound testing, Magnetic Resonance Imaging (MRI and MRA), and 3D CT scanning, as well as a complete reference blood testing laboratory on site.   Dr Atallah has led the show in 3D CT Angiography in the USA, being one of the pioneers in this exciting and new field of Diagnostic Imaging. Using this technology, he is one of the most experienced in the diagnosis of coronary artery blockages, early and non-invasively, saving lives every day. He is a founding member of the Society of Coronary CT Angiography (SCCT).  Rochester Medical Center physicians have immediate access to all the diagnostic testing and medical expertise they require in one institution. In most instances, there is no need to look outside the organization. "Response has been extremely positive," says Dr. Atallah. "Patients are comfortable with the concept.  They are impressed by the level of care and range of services available at one location."        The Rochester Medical Center is unique in yet another way; its physicians run the facility. Dr. Atallah has long been committed to the concept of physicians and patients, together, determining appropriate healthcare choices. He has never been an advocate of accountants and MBA's determining treatment protocols. "You don't want bureaucracies running medicine. It's a physician-patient matter," he says; "Our aim is to practice academic-quality medicine in a private setting. This is an ambitious goal as it means we must stay on the leading edge of training, education, and technology. Individual patients, not statistics, are our primary concern."        The outpatient setting allows the Rochester Medical Center to provide its high-quality medical care at half the cost that a hospital would charge. This cost advantage is achieved through efficiency, teamwork, and a forward-looking attitude that is shared by all the staff. "We pride ourselves on our Advanced Nurse Practitioners, technologists, technicians, and support staff," says Dr. Atallah. "The combination of excellent people and high technology has led to our success."  In a time of downsizing within the healthcare industry, the Rochester Medical Center continues to grow. Many patients have even changed insurance carriers to be treated at the Center. "We grow the old-fashioned way," Dr. Atallah explains. "People see merit in what we do and tell family and friends. We don't rely on slogans, we rely on our track record of excellence in care and outcomes. We have been a model for 30 years. There is no doubt we do it better, faster, and more economically."