According to Dr. Kramer, a great deal of emphasis is put on equity partnerships, however, these can provide stability of revenue but not growth. “So many management and development companies have not figured out how to attract physicians, which is an important aspect of driving revenues. They just offer equity,” he said.
Here are three ways to drive top-line revenues through engaging physicians and potential patients:
1. Identify models of alignment between physicians in your community and surgery centers. Using partner-physicians, primary care physicians or even representatives to make introductions to other physicians and establish new relationships can go a long way toward driving volumes in an ASC, according to Dr. Kramer. “There are a lot of models out there,” he said. “Find a relationship with an attorney in your town that can take you on a journey of starting relationships with physicians without having to offer equity.”
2. Help your pain physician or gastroenterologist contract with primary care physicians. “They can work with PCPs on a per diem basis and help make new connections and back those relationships,” said Dr. Kramer. While this goes beyond the scope of the ASC, it will help drive volume, and ultimately revenue, because the pain management or GI physicians will have a relationship with a PCP that could help drive business to the center.
3. Direct-to-consumer marketing. This type of marketing, when done properly and well can change an ASCs’ bottom line completely, according to Dr. Kramer. “It is absolutely legal,” he said. “However, it seems to work best if you have a surgical solution for a chronic medical problem.”
Mr. Yoder noted that ASCs looking into direct-to-consumer marketing should either build their own infrastructure, such as a call center, to deal with the influx of consumer interest or align with an organization with that type of infrastructure. “That way, you can leave it to the experts,” he said. “Especially when it comes to call centers.”
Having a call center in place can really separate your campaign from other direct-to-consumer marketing campaigns. Patient referral coordinators often get to know patients by name and then the call center becomes more than just about patient intake. “They truly define that great patient experience,” said Mr. Yoder.
