10 Surgery Centers Leveraging the Power of Social Media

Here are nine surgery centers actively using social media platforms and creative tactics to market themselves. If you would like to recommend another surgery center for this list, contact Anuja Vaidya at avaidya@beckershealthcare.com.

Andrews Institute ASC (Gulf Breeze, Fla.).
The surgery center is housed with the 127,000-square-foot Andrews Institute, which is co-founded by James Andrews, MD. It is a joint venture between Baptist Health Care and local area physicians. It offers care in a number of specialties, such as ENT, general surgery, neurology, ophthalmology, orthopedics, pain management, radiology and plastic surgery. The institute has a Facebook and Twitter account, and posts information about sports medicine news on both platforms regularly. The Andrews Institute also regularly posts press releases, which includes news pertaining to the ASC.

Center for Minimally Invasive Surgery (Mokena, Ill.). The surgery center is currently utilizing Facebook as its primary social media platform, where it regularly posts articles about it's achievements and activities. The center is also using several online banner advertisements focusing on some of the procedures performed at the center as well as its zero percent infection rate, says Donielle M. Kinsella, director of business development at the center. The surgery center includes six private patient recovery rooms for those requiring overnight stay and was also recently accredited by the American Association for Ambulatory Health Care.

Central Maine (Auburn) Orthopaedics. The practice's surgery center includes two operating rooms and it is accredited by the Accreditation Association for Ambulatory Health Care. Around 2,000 surgeries are performed in the center, according to the surgery center's website. A wide array of procedures are performed at the center, including arthroscopy, hand and foot surgery, ACL repair, injections and hardware removal. It is staffed by 12 physicians. The practice is active on a number of social media platforms, such as Twitter, Facebook and Youtube. Its Youtube channel includes videos of presentations given by the practice's physicians as well as advice for patients regarding their surgery. It even has a blog where it publishes entries regularly, including information regarding the practice's events.

Hastings (Neb.) Surgical Center. The 8,999-square-foot surgery center is fully accredited by Medicare and managed by Nueterra Healthcare. It includes three operating rooms and one procedure room. It is equipped to provide care in anesthesia, pain management, otolaryngology, GI/endoscopy, general surgery, gynecology and obstetrics, oral and maxillofacial surgery, ophthalmology, orthopedics, podiatry and urology. The center has a Facebook page, where it posts information about its achievements and events, such as the "Stiletto Sprint" event it held in October to honor breast cancer survivors. The event was covered by a local TV station as well. It also participated in Relay for Life 2013, for which is raised $1,904.

Island Endoscopy Center (West Islip, N.Y.). The freestanding surgery center was established in 2009 and accredited by The Joint Commission. It offers specialized services in the diagnosis, treatment and prevention of digestive system diseases. Physicians at the center perform a number of procedures, including colonoscopy, endoscopic ultrasound, flexible sigmoidoscopy and hemorrhoid treatment. The surgery center has established an active online presence. "We have created a website, a Facebook page and social media marketing campaign," said Bruce Feldman , MS, CPPM, administrator and director of operation, in a Becker's ASC Review article. On its Facebook page, the center shares tips for healthy living. The center is also working on SEO and developing a newsletter to keep content on its website fresh.

Lakes Surgery Center (West Bloomfield, Mich.). The surgery center is accredited by The Joint Commission and provides a wide array of outpatient services, including endoscopy, ENT, gastroenterology, gynecologic, ophthalmology, orthopedic and pain management. It includes four operating rooms, two procedure rooms, pre-operative and post-operative and recovery areas. The center has 25 physician partners. Jennifer Butterfield is the administrator and CEO of the center. It has both a Facebook page and a Twitter account, where it posts information about the center and its staff regularly. In November, the ASC held a "Spine Education Day," where area surgeons learned about new techniques in minimally invasive spine surgery and a number of medical device companies showcased their products.

Laser Spine Institute (Tampa, Fla.). Laser Spine Institute, based in Tampa, has a creative marketing program for its network of centers. The center posts videos and encourages patients to leave comments about their experiences at Laser Spine Institute on social media sites. In addition to Facebook, Twitter, Youtube, Google Plus and Pinterest accounts, Laser Spine Institute offers seminars around the country to present on spinal issues and minimally invasive spine procedures. The organization also has a physician relations program that connects with referring physicians about the centers.

Specialty Surgery Center (San Antonio, Texas). Specialty Surgery Center offers ophthalmology, ENT, pain management, podiatry and retina services. A year ago the center acquired a femtosecond laser. Since then, the center has worked with local television shows to interview and feature the three different ophthalmology groups performing procedures at the facility. One station recorded a live surgery at the ASC. "This endeavor was not only financially effective, but organizationally productive.  The surgeons, nurses, technologists, and ancillary staff at Specialty Surgery Center were proud!  The fact that their place of employment was featured multiple times on morning television segments by local celebrities strengthened the positive organizational culture we have," says Phillip Santillanes, FACHE, MAM, BBA, ARRT. Specialty Surgery Center is affiliated with AmSurg.

Surgery Center at Pelham (Greenville, S.C.).
The multispecialty surgery center was established in 2004, and it includes orthopedics, pain management, gynecology, ENT, gastroenterology and urology. Its administrator is Bill Hazen and in a Becker's ASC Review article he discusses cost-effective ways to build a marketing strategy for ASCs. "Look at the number of hits on the website. Look at your patient volume," said Mr. Hazen. "I cannot stress how important patient shopping is going to become." He also suggests using word-of-mouth as a marketing tool. The surgery center has a Facebook page where it posts information about the center as well as its events. It is considering setting up a Twitter account.

Surgery Center of Oklahoma (Oklahoma City). The 32,535-square-foot multispecialty facility is owned and operated by approximately 40 surgeons and anesthesiologists. It offers services in a number of specialties, including anesthesiology, general surgery, ENT, ophthalmology, orthopedics and urology. The center is accredited by the Accreditation Association for Ambulatory Health Care. The center lists its procedure prices on its website and is known for its price transparency. The center uses numerous social media platforms, including Facebook, Twitter and Youtube. The center actively uses these resources to not only spread information about the center but also posts information about the healthcare industry in general. Kevin Smith, MD, an anesthesiologist at the center also has a blog on Tumblr, where he writes about price transparency and free markets in medical care.

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