Now that 2020 is in the rear view mirror, it’s time for a fresh new start for ASCs in all specialties. 2021 promises to be a busy new year for surgical centers across the country, and primarily due to mounting evidence uncovered about patient behavior during the pandemic. According to a December 2020 report from the Journal of the American Medical Association (JAMA), 15% of Americans either delayed or were unable to have elective procedures or surgery for important health problems.
What’s most telling about this article is that these findings are not related to either health insurance issues or financial barriers – those folks who sat on the sidelines during 2020 did so largely because of apprehensions around the pandemic and perceived fears about infection.
We can’t know what the exact implications are, but it’s safe to assume that the elective surgery market will rebound in 2021, and that ASCs stand to gain the most from the coming surge. Add in recent ASC-friendly changes to CMS policies around specific procedures, device pass-through payments and reimbursement guidelines, and it seems elementary to assert that it’s likely to be a good year for ASCs.
But how can your ASC capitalize on these trends? What can your facility do to win more in 2021 and realize the gains in your market? As a marketing agency, we propose at least four main ideas, all of which work together in a cohesive manner:
1. Be more visible
Sure, we’re a marketing firm that specializes in ASC marketing, so we’re happy to lead with the idea that marketing should be a priority. If you want more patients and want to drive more procedures, your ASC has to be visible in the market. Advertising is by far the best way to let people know who and where you are, but it does have to be done carefully. And contrary to popular opinion, it does not have to cost a bundle. There are programs that your ASC can deploy starting at just a few thousand dollars per month. Obviously, the more you spend, the more attention you can garner, but the key for 2021 is to not sit on the sidelines. Get out there, tell people who you are and what you’re good at, and don’t be afraid to draw attention to your facility in any way you can.
2. Promote your physicians
One of the best ways to be more visible – and it turns out to be what prospective patients want most – is to promote your doctors. Make sure they’re featured prominently on your website, and that their bios are up to date. Find a way to get them quoted in newspaper articles or even on radio and television for health-related topics. But don’t do it yourself – partner with an agency that has experience in arranging these kinds of opportunities. Your physicians are your best and most promotable assets. For a nominal investment, you can achieve greater visibility for the ASC and promote the expertise of the surgeons, both of which can attract more inquiries and turn into more procedures at your facility.
3. Create more content
One of the best ways to help prospective patients understand who you are is to provide information-rich content. This starts on your website, and can continue through to additional materials, like video, social media posts, brochures and more. This not only provides valuable details, but also helps the patient form an early-stage opinion of your ASC. It’s important to remember that patients begin their investigation about procedures and facilities online, so the ones who are prepared and meet them there with practical information tend to enjoy a greater perceptual value in the mind. Content can help you pre-sell the patient before they ever pick up the phone or ask their primary care physician for a referral.
4. Talk about everything you do – not just surgery
Many patients don’t know exactly what ASCs are, or how they work. And some don’t know that there are many value-added services available through your facility. If you provide screening or MRI, or therapy/physiology services, or have a finance specialist on staff, or can help with filing claims or appeals, or provide transportation, it’s important to promote those services too. The more complete your ASC seems to a patient, the less likely they are to shop around for another provider.
Many patients don’t know exactly what ASCs are, or how they work. And some don’t know that there are many value-added services available through your facility. If you provide screening or MRI, or therapy/physiology services, or have a finance specialist on staff, or can help with filing claims or appeals, or provide transportation, it’s important to promote those services too. The more complete your ASC seems to a patient, the less likely they are to shop around for another provider.
If these ideas sound on target, or if you’d like to know how to actually execute any of them, contact moddern marketing. We’ll do some research about the surgical market in your area and provide you with actionable options to consider. And we’ll give you a free consultation with no obligation beyond a conversation. We’d like to help make 2021 a great year for your ASC.
For more information on how to get this conversation started, please email mark@moddern.com
MARKETING YOUR ASC IN A POST-COVID ELECTIVE SURGERY MARKET
Now that 2020 is in the rear view mirror, it’s time for a fresh new start for ASCs in all specialties. 2021 promises to be a busy new year for surgical centers across the country, and primarily due to mounting evidence uncovered about patient behavior during the pandemic. According to a December 2020 report from the Journal of the American Medical Association (JAMA), 15% of Americans either delayed or were unable to have elective procedures or surgery for important health problems.
What’s most telling about this article is that these findings are not related to either health insurance issues or financial barriers – those folks who sat on the sidelines during 2020 did so largely because of apprehensions around the pandemic and perceived fears about infection.
We can’t know what the exact implications are, but it’s safe to assume that the elective surgery market will rebound in 2021, and that ASCs stand to gain the most from the coming surge. Add in recent ASC-friendly changes to CMS policies around specific procedures, device pass-through payments and reimbursement guidelines, and it seems elementary to assert that it’s likely to be a good year for ASCs.
But how can your ASC capitalize on these trends? What can your facility do to win more in 2021 and realize the gains in your market? As a marketing agency, we propose at least four main ideas, all of which work together in a cohesive manner:
1. Be more visible
Sure, we’re a marketing firm that specializes in ASC marketing, so we’re happy to lead with the idea that marketing should be a priority. If you want more patients and want to drive more procedures, your ASC has to be visible in the market. Advertising is by far the best way to let people know who and where you are, but it does have to be done carefully. And contrary to popular opinion, it does not have to cost a bundle. There are programs that your ASC can deploy starting at just a few thousand dollars per month. Obviously, the more you spend, the more attention you can garner, but the key for 2021 is to not sit on the sidelines. Get out there, tell people who you are and what you’re good at, and don’t be afraid to draw attention to your facility in any way you can.
2. Promote your physicians
One of the best ways to be more visible – and it turns out to be what prospective patients want most – is to promote your doctors. Make sure they’re featured prominently on your website, and that their bios are up to date. Find a way to get them quoted in newspaper articles or even on radio and television for health-related topics. But don’t do it yourself – partner with an agency that has experience in arranging these kinds of opportunities. Your physicians are your best and most promotable assets. For a nominal investment, you can achieve greater visibility for the ASC and promote the expertise of the surgeons, both of which can attract more inquiries and turn into more procedures at your facility.
3. Create more content
One of the best ways to help prospective patients understand who you are is to provide information-rich content. This starts on your website, and can continue through to additional materials, like video, social media posts, brochures and more. This not only provides valuable details, but also helps the patient form an early-stage opinion of your ASC. It’s important to remember that patients begin their investigation about procedures and facilities online, so the ones who are prepared and meet them there with practical information tend to enjoy a greater perceptual value in the mind. Content can help you pre-sell the patient before they ever pick up the phone or ask their primary care physician for a referral.
4. Talk about everything you do – not just surgery
Many patients don’t know exactly what ASCs are, or how they work. And some don’t know that there are many value-added services available through your facility. If you provide screening or MRI, or therapy/physiology services, or have a finance specialist on staff, or can help with filing claims or appeals, or provide transportation, it’s important to promote those services too. The more complete your ASC seems to a patient, the less likely they are to shop around for another provider.
Many patients don’t know exactly what ASCs are, or how they work. And some don’t know that there are many value-added services available through your facility. If you provide screening or MRI, or therapy/physiology services, or have a finance specialist on staff, or can help with filing claims or appeals, or provide transportation, it’s important to promote those services too. The more complete your ASC seems to a patient, the less likely they are to shop around for another provider.
If these ideas sound on target, or if you’d like to know how to actually execute any of them, contact moddern marketing. We’ll do some research about the surgical market in your area and provide you with actionable options to consider. And we’ll give you a free consultation with no obligation beyond a conversation. We’d like to help make 2021 a great year for your ASC.
For more information on how to get this conversation started, please email mark@moddern.com
MARKETING YOUR ASC IN A POST-COVID ELECTIVE SURGERY MARKET
Now that 2020 is in the rear view mirror, it’s time for a fresh new start for ASCs in all specialties. 2021 promises to be a busy new year for surgical centers across the country, and primarily due to mounting evidence uncovered about patient behavior during the pandemic. According to a December 2020 report from the Journal of the American Medical Association (JAMA), 15% of Americans either delayed or were unable to have elective procedures or surgery for important health problems.
What’s most telling about this article is that these findings are not related to either health insurance issues or financial barriers – those folks who sat on the sidelines during 2020 did so largely because of apprehensions around the pandemic and perceived fears about infection.
We can’t know what the exact implications are, but it’s safe to assume that the elective surgery market will rebound in 2021, and that ASCs stand to gain the most from the coming surge. Add in recent ASC-friendly changes to CMS policies around specific procedures, device pass-through payments and reimbursement guidelines, and it seems elementary to assert that it’s likely to be a good year for ASCs.
But how can your ASC capitalize on these trends? What can your facility do to win more in 2021 and realize the gains in your market? As a marketing agency, we propose at least four main ideas, all of which work together in a cohesive manner:
1. Be more visible
Sure, we’re a marketing firm that specializes in ASC marketing, so we’re happy to lead with the idea that marketing should be a priority. If you want more patients and want to drive more procedures, your ASC has to be visible in the market. Advertising is by far the best way to let people know who and where you are, but it does have to be done carefully. And contrary to popular opinion, it does not have to cost a bundle. There are programs that your ASC can deploy starting at just a few thousand dollars per month. Obviously, the more you spend, the more attention you can garner, but the key for 2021 is to not sit on the sidelines. Get out there, tell people who you are and what you’re good at, and don’t be afraid to draw attention to your facility in any way you can.
2. Promote your physicians
One of the best ways to be more visible – and it turns out to be what prospective patients want most – is to promote your doctors. Make sure they’re featured prominently on your website, and that their bios are up to date. Find a way to get them quoted in newspaper articles or even on radio and television for health-related topics. But don’t do it yourself – partner with an agency that has experience in arranging these kinds of opportunities. Your physicians are your best and most promotable assets. For a nominal investment, you can achieve greater visibility for the ASC and promote the expertise of the surgeons, both of which can attract more inquiries and turn into more procedures at your facility.
3. Create more content.
One of the best ways to help prospective patients understand who you are is to provide information-rich content. This starts on your website, and can continue through to additional materials, like video, social media posts, brochures and more. This not only provides valuable details, but also helps the patient form an early-stage opinion of your ASC. It’s important to remember that patients begin their investigation about procedures and facilities online, so the ones who are prepared and meet them there with practical information tend to enjoy a greater perceptual value in the mind. Content can help you pre-sell the patient before they ever pick up the phone or ask their primary care physician for a referral.
The simple answer is that marketing can be the singular conduit to meeting all the challenges facing ASCs in 2021. Physicians are more likely to notice (and want to be involved with) an ASC that’s visible in the marketplace, and has patients and prospects talking about what positive experiences they’ve had there. And if the ASC is doing it right, they’re also marketing to nearby hospital systems to partner with them on certain procedures.
4. Talk about everything you do – not just surgery.
Many patients don’t know exactly what ASCs are, or how they work. And some don’t know that there are many value-added services available through your facility. If you provide screening or MRI, or therapy/physiology services, or have a finance specialist on staff, or can help with filing claims or appeals, or provide transportation, it’s important to promote those services too. The more complete your ASC seems to a patient, the less likely they are to shop around for another provider.
