He believes the location of the ASC in a rapidly growing rural area will prove attractive to patients who need cataract surgery. “It is in a county with no other surgery centers. The goal was to give this whole area an ASC option other than the hospital. Some of the senior patients who live and work in this area do not want to drive down- town for their procedure. They do not want to park on the street or a parking deck. They want to drive to a building, park in a lit parking lot and walk into a building. Our ability to offer this type of convenience is huge.”

Building the Brand Marketing plays a major role in edu- cating patients about Medarva’s ASCs, Edwards says. Their websites prom- inently display the estimated out-of- pocket facility fee costs for the most

The surgeons are our customers. Meeting their expectations will help ensure they continue to think of us as a valued resource.”

— Eddie Edwards Medarva Healthcare

common surgeries and procedures for patients paying by cash or those with high-deductible insurance plans. “Our ASCs could be the best choices for patients and their surgeon, both clin- ically and financially,” he says. “Listing prices helps patients actually under- stand what they are likely to pay for their care and hopefully understand the difference in cost between a large hos- pital and an ASC. We are going to con-

tinue working to build awareness of our out-of-pocket pricing.” Edwards says he is working on pro- ducing a larger patient-focused edu- cational campaign that will span web, local publications and local television. “I took some of my inspiration from the Mayo Clinic. It has so much great information on its website.” For ophthalmology, the education

covers topics like what is a cataract, why should patients have surgery and what are the costs, he says. “I am also developing marketing that speaks spe- cifically to the 55-and-over commu- nity who represent our cataract surgery patients. I want to highlight patient sto- ries around travel, painting, photogra- phy and other hobbies and relate them back to the importance of good vision to enjoy these activities. The ‘silver



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