1. Build a marketing campaign that establishes the brand. One of the simplest ways to make an ASC stand out is to dedicate marketing services toward building the facility’s name. Something as simple as using a recognizable logo can help the facility reach a better and more competitive position in the market.
“We have a national approach to having a consistent look [across our multiple facilities in the country], so when somebody who is deeply involved in the spine industry sees our logo, they recognize without seeing the facility’s name that we are Laser Spine Institute,” Ms. Bollinger says.
2. Measure and market great clinical outcomes. Ms. Bollinger says the facility has established itself as a viable competitor since its establishment five years ago because it actively collects and is able to demonstrate measurable outcomes that highlight its commitment to high quality care.
“We know that 91 percent of our patients return to work after 12 weeks after surgery with us and that 87 percent of our patients have also reported improved quality of life three months after surgery. Those are big numbers,” she says. “Also, while there may be other surgery centers that can perform the same procedures, no one has done endoscopic spine surgery as much as our physicians have. That’s not just a marketing statement. Our surgeons have really done that procedure for longer than anyone else in the world.”
3. Maximize case volume. Case volume at Laser Spine Institute has grown to approximately 450 cases per month, which Ms. Bollinger says is accomplished by prioritizing high quality care and high patient satisfaction.
“Not only do we believe that we do what we do better than anyone else, but we also focus greatly on quality of care,” she says. “Our patients are greeted at the door, and we have a café that provides meals and Internet access for family members. We also have a hospitality team whose job is to always meet the needs of our patients, so they are tracking every patient’s status the moment they come in through the door. We have the foundation of great medicine, and then we layer that with customer service that patients have never experienced before. When they leave feeling wowed and feeling better after our treatment, they tell all their friends.”
Learn more about Laser Spine Institute.
