always at the top of your priority list. Who better to reveal what sur-
geons want than surgeons themselves? We spoke to several docs who
operate in both hospitals and surgery centers to find out what con-
vinces them to bring cases to a facility's ORs. It was a revealing look
at the surgeon's psyche and provided insights you can use to make
sure your most important customers never consider taking their busi-
ness elsewhere.
1. Offer them ownership
Sirtaz Sibia, DO, FAOCO, an ophthalmic surgeon who operates at
surgery centers in Lake Worth and Boynton Beach, Fla., says surgi-
cal facilities woo docs with prime block times and sleek new equip-
ment. "And if they really want you, they'll offer ownership shares,"
he adds.
Ah, yes, the opportunity to buy in and to become a partner. That's
the golden ring for surgeons seeking a golden parachute. "It's always
nice to feel wanted, but a surgeon's first consideration is often the
potential for sharing in a facility's profits," says Jim Rickert, MD, an
orthopedic surgeon who practices in Bedford, Ind.
"Surgeons who work in not-for-profit hospitals feel like they're
bringing value to the community," continues Dr. Rickert. "There's an
expectation of becoming a partner when they move to a physician-
owned surgery center."
Ownership shares overshadow the need for everything else, says
GYN surgeon Joseph Gauta, MD, FACOG, president of the Florida
Bladder Institute in Naples. "We want to be able to customize surgery
to match our operating style and needs as a surgeon. That's potential-
ly easier in a facility you own."
Paul Ruggieri, MD, FACS, a general surgeon who practices in Fall
River, Mass., authored the book Confessions of a Surgeon, a blunt
N O V E M B E R 2 0 1 6 • O U T PA T I E N TS U R G E R Y. N E T • 4 7
