Ambulatory surgery centers continue to gain popularity as a choice for physicians who seek greater independence than hospital employment may provide. Currently, there are 5,464 Medicare-certified ASCs, according to Medicare Payment Advisory Commission 2015 data.
However, the number of independent physicians is decreasing; hospitals appeal to physicians as more stable options so recruiting new surgeons to ASCs isn't easy. Currently, 33 percent of physicians in the United States are independent, compared to 57 percent in 2000, according to the Association of Independent Doctors.
As the administrator of Lakes Surgery Center in West Bloomfield Township, Mich., Jennifer Butterfield faces the challenge of marketing her center to potential new surgeons.
"I spend a lot of initial time talking with my current roster of physicians about what surgeons in the market could be amenable to making a leap to an ASC," says Ms. Butterfield.
Using physicians already in the ASC to strategize recruitment is wise, as their networks among physicians cast wider nets. Also, physicians may be more persuasive when speaking to other physicians about their experiences in the ASC setting.
A time-consuming process, recruiting involves many appointments with surgeons that are often pushed to the wayside because of hectic schedules.
"Many of the face-to-face appointments get postponed so it's a lot like starting over when that happens," explains Ms. Butterfield. "There is also the balance of being persistent without being annoying to consider."
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