MATLAB runtime Windows multiple MCRs

"MATLAB runtime run in parallel if it's loaded on separate processes" How do you run multiple MCRs and make them use a separate process in windows ?

For example, when I run two executables concurrently they take double amount of time to run. The MCR is single threaded so running the compiled exe in another shell (command prompt call with &) doesn't help. This is running on a very fast 6 core i7 machine with 64 GB of ram. Is this a problem with JVM contention ?

How do I make two executable programs in Matlab run faster in Windows Server ?

.....Please don't tell me to read the manual...Looking for precise instructions to make this run faster.