As competition to capture patients increases among orthopedic practices, surgeons are adapting to retain their patient bases.
Truly investing and displaying interest in a patient’s well being and health remains at the top of the list to increase loyalty, while AI and technology are making new ways to expand access to care.
Two surgeons spoke with Becker’s about the aspects they wish referring physicians knew before sending a patient their way.
Ask Orthopedic Surgeons is a weekly series of questions posed to orthopedic surgeons and leaders around the country about clinical, business and policy issues affecting orthopedic care. Becker’s invites all orthopedic surgeons and specialists to respond.
Editor’s note: These responses have been lightly edited for clarity and length.
Question: How are you building or maintaining patient loyalty in the competitive orthopedic market?
James Andry, MD. Orthopedic Surgeon at DISC Surgery Center at Carlsbad (San Diego): We actually continue to embrace the philosophy of “availability, affability and ability,” as populations are being divided and controlled among the major healthcare systems in our area. A large volume of patients have limited access but need care urgently, so we are extending ourselves to be flexible with scheduling to evaluate them in a timely fashion. We are also developing AI-based answering systems to manage the volume. This aspect has been particularly frustrating, as the technology is very new and immature. With time, however, we will refine this, and it will ultimately magnify our ability to appropriately manage our patients from initial visit to discharge without burning ourselves out.
Ronald Gardner, MD. Founder of Gardner Orthopedics (Fort Myers, Fla.): Individual patient care and showing true interest in the patient’s well being will always keep the most desirable patients loyal. My view of competitor marketing is it will mostly only take away the patients with expectations you don’t want.
At the Becker’s 32nd Annual Meeting: The Business and Operations of ASCs, taking place October 29-31 in Chicago, ASC leaders, surgeons and healthcare executives will explore strategies to drive growth, enhance operational performance, navigate reimbursement challenges and prepare for the future of ambulatory surgery. Apply for complimentary registration now.
