1. Use practice data in marketing efforts. The most important thing that existing facilities can do to understand potential customers and the performance of their services is to unlock the data they already have at their disposal such as patient demographic information, including patient age and location, as well as information about the volume of various procedures by consumer segment, Matt Montgomery, senior vice president overseeing the healthcare division at Buxton, a consumer analytics firm. This data provides a treasure trove of insight as to how facilities are effective and how they can become more effective.
This data can provide facilities with a great deal of information about patient demographics, which then can be interpreted and coupled with commercially available data sets to identify segments of consumers that are the best potential customers and provide insight about their lifestyles and media preferences. Facilities can ensure that their marketing is effective and efficient by knowing as much about their customers as possible and using this data in their market planning process.
2. Develop and promote new programs. Program development is key in recruitment of physicians and marketing that specialty to patients by essentially building programs around orthopedics, says Jeremy Bradshaw, vice president of operations at Denver-based HealthOne. For example, we just formed a sports medicine institute at one of our locations, Centennial Medical Plaza, which includes a new pediatric orthopedic facility for kids and adolescents. Through that, we’ve recruited physicians from another facility because we didn’t have enough physicians from this particular specialty. Marketing efforts are underway to promote that program.
3. Create a company website. Bill Rabourn, founder and managing principal of Medical Consulting Group, says websites are an essential tool for surgery centers that want to capture more market share and keep patients happy. A great website should include location, contact and parking information, meaning the surgery center’s address, phone number and where the patient should park for their visits, Mr. Rabourn says. An easy way to provide location information is by including an online map, such as Google Maps or MapQuest, of the surrounding area.
The site should also include patient forms, which your staff should encourage patients to download and complete before their visit to your center to decrease time filling out paperwork at the facility. The website could also include educational materials on treatment and rehabilitation, pictures and photo tours of your facility, video clips of previous patients talking about their experience and physician profiles. Designing a clear, thorough website will help attract new patients to your center as well as improve the experience for patients preparing for surgery.
4. Become a presence in your community. Prioritizing patient care above all else results in high rates of patient satisfaction, which can help an orthopedics-driven surgery center create a significantly greater presence in the community.
“Our surgery center is very patient-centric, so all of our patients spread by word of mouth the good experiences they have here,” Alan Beyer, MD, of Orthopedic Surgery Center of Orange County in Newport Beach, Calif., says. “Patients see we do the procedures well because they get good outcomes. A lot of it also has to do with being a vital part of the community. During the school year, our staff takes care of the local high school football team during their Friday night games. Those are the kinds of things you can do for your community, and when they need help they’ll remember you.”
