Outpatient Surgery Magazine

No Guarantees - March 2017 - 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/798078

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Page 21 of 138

keting of your center with very little investment simply by focusing on the little things that enhance the patient experience. What's your budget? The cost of a marketing campaign can vary, from $2,000 to upwards of $20,000 a month, depending on your goals and intended outreach. The unsophisticated physician-owner says, $20,000 to promote the center, are you nuts? The sophisticated surgeon thinks, $20,000? If I get a 4-to-1 ROI, I'll pay that every month. Marketing isn't measured by how much you spend; it's meas- ured by how much you make on how much you spend. That's a key concept to get. How do you know how well your promotional efforts are working? Marketing firms can track the results of online and offline ads and provide you information about who responded. The $10,000 you spend to promote your facility's new total joints program could gener- ate 35 phone calls from potential patients. You can then calculate the campaign's ROI by determining how many of those patients end up undergoing surgery in your facility. It might take capturing just 1 joint replacement patient for you to make money on the marketing invest- ment. Who's on board? Marketing by committee doesn't work. Somebody needs to lead the efforts, and you'll likely be the unsung hero who will take charge. But you also need the support of the physician-owners who write the checks. They'll likely be willing to chip in a few dollars to rebrand the center, but urologists might balk at promoting your total joints program. They might not benefit direct- ly from adding more joints cases, but they will gain financially from the associated facility fees. It's important to make all the physician- owners aware of the overall benefits of marketing, even if it's intend- ed to pump up a specific service line. You might get the promotional 4 3 Business Advisor BA 2 2 • O U T PA T I E N T S U R G E R Y M A G A Z I N E • M A R C H 2 0 1 7

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