CMS’ addition of 573 codes to the ASC covered procedure list for 2026 has sparked new interest from ASC leaders in expanding service lines. But the logistics, investments and operational tools necessary to ramp up or add entirely new services must be carefully organized and implemented.
Two ASC executives told Becker’s that successful service line expansion starts with rigorous research, accurate case costing and a willingness to let data — not enthusiasm — drive the decision.
Editor’s note: Responses have been lightly edited for clarity and length.
Question: What’s the No. 1 thing new ASC leaders/physicians should understand before expanding or adding a new service line?
Joseph Hurley. CEO of AVORS Medical Group (Lancaster, Calif.): The biggest mistake new ASC leaders make is expanding based on emotion, assumptions, or enthusiasm rather than research and careful planning. Feelings have no place in deciding whether to add a new service line. People can be persuasive, optimistic, and sometimes even misleading, but facts cut through people’s fog.
Before expanding, leaders should validate physician demand, market need, reimbursement, staffing, equipment costs, case volume projections, and long-term profitability. The data should drive the decision, not personalities or excitement over a new opportunity.
The best ASC leaders don’t ask, “Do we want to add this service?” They ask, “Does the evidence support adding this service?” When the facts combine with a strong strategic plan, expansion becomes a calculated investment rather than an expensive gamble.
Ray Brown. CEO of Lake Lucien Surgery Center (Maitland, Fla.): They need to have deep knowledge and communication with their staff and surgeons on true case costing. Listing costs on preference cards and pick sheets are a great start.
At the Becker’s 32nd Annual Meeting: The Business and Operations of ASCs, taking place October 29-31 in Chicago, ASC leaders, surgeons and healthcare executives will explore strategies to drive growth, enhance operational performance, navigate reimbursement challenges and prepare for the future of ambulatory surgery. Apply for complimentary registration now.
