Dr. Shivanna Subramani-Gonzalez, DNP, FNP-C, and her husband Jeff Gonzalez believe that even when women are doing everything “right” — seeing a primary care provider, an OB/GYN, and even a therapist — their care often remains fragmented, forcing patients to connect the dots between providers. But they also knew they could help relieve that burden. That’s why Jeff and Shivanna started The Modern Woman Health & Wellness Center (TMW) in Wolcott, Connecticut, a healthcare provider that takes an integrated approach to women’s health.
“Our providers are trained in both medical and psychiatric care, which allows them to treat the whole person, not just the presenting symptom,” says Shivanna. From the moment clients arrive, they enter into a trauma-informed environment designed to lower anxiety and rebuild trust.
“We offer water, soft robes, and warm towels — not for luxury — but for grounding,” she adds. But TMW represents more than a relaxing atmosphere; every client has access to a LifePath Expert, a licensed therapist who collaborates directly with the medical team to ensure seamless, connected care. “Our goal is not merely to stabilize symptoms — it is to create generational change,” says Shivanna.
This approach quickly gained traction with women, and the team needed help navigating and managing its rapid growth. After a serendipitous chain of events, Jeff turned to Connecticut Small Business Development Center (CTSBDC) to help with financial planning, growth strategy, and securing funding to sustain and scale this booming women’s health practice.
Finding the business funding to invest in women’s health
TMW, armed with its own capital to invest, reached out to a lender to find the extra funds it needed to grow the practice, but the lender recognized TMW needed guidance on the loan process. As the practice expanded, Jeff also needed to learn how to step back from day-to-day operations and become a Chief Executive Officer (CEO) who thinks strategically about the bigger picture. In May of 2024, the lender introduced CTSBDC Advisor Denise Whitford, a known and trusted partner to the banking community, to TMW.
Denise worked with Jeff to develop a business plan and the financial projections needed to apply for and secure an SBA 504 loan for $50,000 and an SBA 7(a) loan for another $50,000. They also collaborated to win a $12,000 Workforce Retention Grant from the Northwest Regional Workforce Investment Board.
In addition to securing and building out a new space, this money allowed TMW to make several important investments to grow its staff and offerings. Jeff says, “We invested in advanced training for therapists, including postpartum support and child-centered play therapy.” They trained two doulas and began development of in-house perinatal support services.
Additionally, staff completed Certified Nutrition Coach training to deliver evidence-based nutrition counseling. At the same time, TMW established partnership with Ortho Molecular Products to offer clinical-grade supplements as both a care tool and an added revenue stream.
Preparing for further growth
TMW is looking to the future, investing in tools and people to help the business be more efficient, effective, and prepare it for further growth. With guidance from Denise that has meant securing a Fractional Chief Financial Officer (CFO) to develop financial forecasts, cash-flow strategies, debt evaluation, and expansion planning.
This has given Jeff the freedom and resources to focus on and invest in the overarching business strategy. Integrating Nabla AI has reduced documentation workload by roughly 80%, increasing the practice’s capacity. The team has standardized operations with written workflow systems for daily and monthly tasks. Additionally, the team worked with Think Synergy to improve inventory and ordering processes, identify and recover unpaid claims, and expand use of higher-reimbursed billing codes to increase revenue and access.
“Before working with CTSBDC, we generated less than $1 million in revenue, but this year we are anticipating a year-over-year increase of about 150%,” says Jeff. “The guidance has directly strengthened our financial position, expanded our workforce, and increased the quality of care we can deliver to women.” TMW has also been able to hire a Yale-trained nurse practitioner/midwife, a medical assistant, LPN, and therapist to meet patient demand. And they have not forgotten their existing staff; all this growth has allowed TMW to increase employee compensation.
Denise’s advice has also helped TMW achieve important marketing milestones; it now has more than 500 five-star Google reviews and has earned coverage in Health Matters Magazine and Natural Nutmeg Magazine (Top 10 APRNs in CT). And to cap things off, they won the Hartford Business Journal Healthcare Hero — Most Innovative distinction.
Of working with Denise and CTSBDC, Jeff says, “We are deeply grateful for the partnership and look forward to working together as we scale this healthcare model across Connecticut!” Denise says they are now looking for sources of working capital to keep cash flowing and the practice growing!
