Outpatient Surgery Magazine

Back To Work - June 2020 - Subscribe to Outpatient Surgery Magazine

Outpatient Surgery Magazine, providing current information on Surgical Services, Surgical Facility Administration, Outpatient Surgery News and Trends, OR Excellence and more.

Issue link: http://outpatientsurgery.uberflip.com/i/1259627

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Page 21 of 116

important to remember that many patients had been avoiding need- ed surgeries for financial reasons, even before COVID-19 hit. In a coronavirus world, it will be critical for outpatient surgery centers to tout the many benefits of undergoing surgery in outpatient ORs, according to Mr. Gruebele. The entire outpatient surgery community can unite behind promot- ing the standard industry talking points of efficient care, low readmis- sion rates and lower risks of infection. "The is a great opportunity for outpatient facilities to differentiate themselves from inpatient settings not only on the clinical front, but from ease-of-process and conven- ience perspectives," says Mr. Gruebele. The messaging for hospital outpatient departments will be different than for ambulatory surgery centers. HOPDs will have to focus on the additional steps they've taken to contain the coronavirus and keep it out of perioperative areas. ASCs can highlight that they're not treating COVID-19 patients, and specialize in performing the very surgeries their patients need. "While quality of care, good outcomes and a good patient experi- ences always come first, the outpatient surgery industry must adopt a consumeristic approach and start to view the people they serve as customers as well as patients," says Mr. Gruebele. "If you can't get a patient in the door because you don't know how to market to their financial pain points right now, you've got problems." More facilities should consider paid advertising campaigns extolling the benefits of same-day surgery. "If surgery centers don't start differ- entiating themselves in their markets and offer specific reasons that show patients how eager they are to do business with them, they might not have a market left to position themselves in," says Mr. Gruebele. OSM Business Advisor BA 2 2 • O U T P A T I E N T S U R G E R Y M A G A Z I N E • J U N E 2 0 2 0

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