FIVE IMPORTANT MARKETING STEPS YOU CAN TAKE TO PREPARE YOUR ASC FOR A
POST-PANDEMIC ELECTIVE SURGERY MARKET

The first half of 2020 has been a difficult one for most Americans as it relates to healthcare. Broad response to the coronavirus has made daily life almost unrecognizable for people of all ages, and the healthcare system at large has been pushed to its limits. Even those who get sick or injured are justifiably wary about going to a hospital for fear of exposure to COVID-19.

Caught awkwardly in the middle of all the chaos are those patients who need non-emergent care. As many elective procedures were canceled or postponed in the last several months, the needs surrounding them only stand to increase. As we know, many conditions that require surgical intervention simply don’t get better, even with prolonged rest or immobility. And for those who were scheduled for health improvement procedures (such as ocular or GI surgeries, for instance,) the waiting may require a re-evaluation altogether.

As some states begin to ease restrictions, and elective open surgeries and minimally invasive procedures begin to come back online, the growing demand will shine an important focus on ASCs. Patients will seek out ASCs at likely higher rates, and with more urgency than before, given that the misgivings of the hospital environment have only been magnified.

While this means that ASCs will enjoy more patient volume over the next 18-24 months, it also introduces a new variable that perhaps is unknown to many of them: competition. If your ASC is not currently marketing itself, it risks the possibility of missing out on the increasing opportunities in the market. From a marketing perspective, the ASC should ready itself. Here are five ways your ASC can prepare for the likely rush in the post-coronavirus elective surgery market:

1. Be more visible in your market. This generally means advertising, and deciding on an appropriate plan would depend on your ASC and the types of services you provide and the types of patients you typically see. Consider all media as viable possibilities, and don’t forget to look at all the digital opportunities available. You can also do less visible but highly impactful outreach in the form of sponsorships. Those brands that are more visible in the community tend to be regarded more highly by people, even if they’re not in the market for your services. Another great idea: public relations. Make your doctors available for interviews on local television, local radio, and in newspapers. You can even have someone write educational/informational pieces on your behalf.

2. Promote your physicians. Several studies have indicated that patients interested in ASCs look for two important sets of information first: costs/payer information and information on physicians, including reviews. So make sure you have full bios of your key medical staff on your website, and include any specific accomplishments (such as authoring of papers/studies for medical journals) included. If your physicians are members of specific associations or medical societies, be sure to include that as well. The more consumers think they know about your physicians, the more comfortable they’ll feel before they make the first inquiry.

3. Develop content. Since most consumers are initiating their healthcare search online, it helps your ASC to have as much content as possible to inform and engage them in various ways. Video is the most preferable form of content, as it can really help consumers to imagine themselves in your ASC. But if that isn’t available for any reason, be sure to include several images of your facility on your website and in your patient materials (brochures/flyers/etc.) Finally, patient testimonials are a compelling feature and tend to be very convincing, since they enable previous patients to explain their experiences in plain and relatable language.

4. Offer value-added services. Besides outpatient surgeries, what does your facility really offer? If the answer to that is “not much,” it may be time to consider adding some ways that patients can realize more value. Financial incentives and flexibility are always a plus, especially for those on fixed incomes. This could mean some flexibility in payment structure, or even some discounts on procedures that may not be covered under certain plans. It may be as simple as assisting a patient with claim filing or appeals. Ancillary health services like MRI screening or physiotherapy can sometimes be a strong addition to your OR, and may help patients feel like they’re getting more “total” care. Finally, consider adding some “personal touches,” like Uber rides to and from your facility for elderly patients, or personalized follow-up from a physician or PA.

5. Be clear about policies. The most often-cited complaints from patients are those that arise from a misconception about what was expected and what was delivered. Some ASCs are now offering surgical concierge services to assist in managing both the actual procedures and the expectations surrounding them. Believe it or not, many patients think they’re going to spend the night at your facility following a procedure – it’s just something they think is standard protocol, because they’re familiar with hospitals. So just being clear about what happens after the procedure can go a long way. Insurance and financial clarity is also an important area where patients find a disconnect, so go the extra mile in explaining the procedure and how it may differ from what the patient’s insurance may or may not cover. Also be clear about what’s expected from the patient from a financial perspective both before and after the procedure – it will help with their overall anxiety, and can help your ASC’s cash flow at the same time.