Marketing Your ASC

For most in the business, developing an effective marketing strategy for your ambulatory surgery center (ASC) typically falls to the bottom of the totem pole of priorities. Most ASC directors have little experience in this arena, but what I’ve found as the key ingredient of a successful marketing plan is good old fashioned ‘elbow grease.’ Most centers dedicate very little money toward marketing, thus those who are willing to put in the ‘sweat equity’ are those that have an opportunity to stand out among their colleagues in the business.

There are really two fronts to place your marketing efforts in order to drive more volume and profitability to your center. One front is to work the public (patients, businesses and payors) to educate them on the need for the services of your facility, excellent outcomes, cost effective care and the high patient satisfaction you achieve. The second front is to recruit additional surgeons in order to fill unused capacity in your operating rooms (ORs), or possibly drive expansion of your facility to meet the increased surgical needs.

The following are a few tools for going direct to the public:

• Distribute a brochure that outlines your surgical services, unique features in facility design or equipment, specialized staff training and a map to your facility. And, at a minimum have a small ‘Yellow Pages’ ad where people can locate your address and phone number. You may even want to create your own logo to further enhance your identity.
• Web sites that contain all of the same general information as in the brochure, with expanded tools such as downloadable pre-op instructions or insurance forms, e-mail questions to the administrator, and more ‘visuals’ of the ASC experience are a must.
• If your center is not accredited, get accredited. Many insurance companies require this now, but accreditation sets the highest standard for your center and something the public is expecting. The Joint Commission or AAAASF can provide this service.
• Set up one-on-one meetings with large employers (especially those that self-insure) and health plans to describe all of the benefits of outpatient surgery in your center vs. the alternative. Targeting cost savings vs. hospital outpatient departments is an easy target. If you can justify, focus on state-of-art equipment, high patient satisfaction and excellent outcomes. Even if you don’t have their contract today, you want to position your center for an opportunity when their contracts renew.
• Have more visibility at large health fairs or community events. Utilize the tools provided by ASCA and get your center in the national ASC open house day. Also, look for opportunities to provide charitable surgical care or even run a promotion asking the public to submit their requests for needed charitable care. Supporting your community and keeping your services ‘in view’ are important for the long-term success of your center.
• For enhancing your center to the referring physician and surgeon community, these are a few areas we’ve found to be effective:
• Exploit every opportunity to get your medical director in front of referring primary care doctors. Lunch meetings, sponsoring CE events or hosting an open house of your facility to the medical community can enhance your reputation and allow for valuable peer-to-peer discussions on the benefits of your center.
• Study current OR block time usage and look for opportunities to consolidate blocks, so you can open up preferred morning blocks for new incoming surgeons. Maybe even consider opening on some Saturday mornings. This could be attractive to ENT and OB/GYN surgeons especially.
• Explore the cost benefit analysis of adding new equipment or technology that can make your center ‘a first’ for providing that service. We know that most surgeons appreciate new equipment, especially when it enhances outcomes, improves efficiency and can differentiate them in the market. This will send a positive statement to potential new surgeons (and the public) that your center embraces new technology.
• If you are in the process of developing a new ASC or maybe you are considering replacing or expanding your existing center, consider the ability to offer other ancillary outpatient services in the same building or in close proximity to your center. Having a ‘destination’ that can meet numerous healthcare and service needs can provide an added attraction to both the physicians and their patients. Common ancillary businesses may include: physician practice space, imaging or radiology suite, laboratory, pharmacy, physical or occupational therapy, home health, urgent care, sleep lab, medical spa services, fitness center and even small food or retail services can enhance the attractiveness of your location.

Certainly there are many more ways to market your center to the public and physician community; the key is to simply put in the time and effort. It doesn’t take excessive creativity or dollars, but to differentiate your center in a competitive market, make a simple plan of important areas for you to address or opportunities to explore and get your staff and surgeons involved to help make your marketing plan a reality.

Rob McCarville, MPA, is principal of Medical Consulting Group and has an extensive portfolio in the field of healthcare facility management, administration, and strategy. He can be reached at rmccarville@medcgroup.com.