Marketing your ambulatory surgical center effectively depends on having clearly defined goals and a way to measure your effectiveness. Keeping your business needs in mind can help you prioritize your goals and navigate the many marketing channels that are now available. In this presentation, we cover how to find time for your marketing, attracting new patients, and measuring your results.

1. Marketing for
Ambulatory Surgical Centers
PATIENTS + PATHOLOGIES + PROCEDURES

2. Marketing requires clearly defined
goals and regular evaluation.
You already use highly specific metrics for every other area of your business,
marketing should be no different – especially in the face of healthcare’s many
changes and tightening budgets.

3. Here are several common needs of Ambulatory Surgical Centers:
• More patients
• The right physicians and surgeons
• Patient satisfaction and communication
Start from the business need

4. Three Questions to Address Your Business Needs
with Marketing
1. What do you need to communicate?
2. How do you communicate?
3. How do you measure effectiveness?

5. More Patients

6. More Patients
*Note: Marketing is not just about getting more patients. It’s about
getting the right kind of patients.

7. More Patients
Even before considering what to communicate, figure
out to whom you will communicate.
For our example, let’s talk to patients and to
scheduling nurses.

8. More Patients: What to Communicate
For Patients
• Cost savings to the patient
• Facility fully equipped for the
procedure you need
• Staff is attuned to your needs
For Scheduling Nurses
• ASC provides greater flexibility
and better scheduling than
hospital
• Equipment and facilities are
excellent
• Patients will be satisfied with
timeliness of procedure

9. More Patients: How to Communicate
For Patients
• Brochures in referring offices
• Search engine optimized
websites for your treatments
• Patient seminars from your
physicians and surgeons
• Positive scores on patient-
review websites
For Scheduling Nurses
• In-office visits when dropping off
brochures
• Events to highlight your new
offerings / equipment

10. More Patients: How to Measure
For Patients
• Number of brochures delivered
• Website visitors
• Patient-review scores online
• Patient seminar attendance
• Patient volume
For Scheduling Nurses
• Attendance at events for
scheduling nurses
• Patient volume

11. The Right Physicians and Surgeons

12. The Right Physicians and Surgeons:
What to Communicate
• Best equipment and resources available at your
facility
• Scheduling flexibility compared to the large
hospital
• Reimbursement advantages

13. The Right Physicians and Surgeons:
How to Communicate
• Physicians and surgeons recruiting their peers
• Ad placement in key journals
• Using targeted online advertising and recruitment
to start the qualifying process (Doximity)

14. The Right Physicians and Surgeons:
How to Measure
• Online ad stats
• Successfully recruiting physicians and surgeons
• Patient volume

15. Patient Satisfaction

16. Patient Satisfaction: What to Communicate
• Well-thought-out pre-op instructions
• How to locate the facility
• Who to bring
• What to bring
• What to expect
• Readily available post-op instructions
• How to contact someone when questions arise

17. Patient Satisfaction: How to Communicate
• Printed information – Even though these materials
do not have to be fancy, please make sure they are
clear. (No Xeroxed copies of copies…)
• Secure email (before and after procedure)
• Website

18. Patient Satisfaction: How to Measure
• Patient reviews
• Check reviews for both the facility and the physicians / surgeons.
Patients are more likely to leave comments (positive and negative)
on the physicians’ / surgeons’ profiles that may include information
about your facility and staff.

19. Patient Satisfaction: How to Measure
• Patient reviews
• Check reviews for both the facility and the physicians / surgeons.
Patients are more likely to leave comments (positive and negative)
on the physicians’ / surgeons’ profiles that may include information
about your facility and staff.
• Surveys (print and digital)
• Patient volume

20. Questions?
Reach us at p3inbound.com
info@p3inbound.com
Scott Zeitzer
Company President