AS I SEE IT
Outcomes data is meaningful and help- ful information that makes it easier for physicians to refer to your ASC. This information can be distributed in the form of visual graphs, informa- tion cards, PowerPoint slides or images similar to those shown to payers, but with
patient testimonials included.
They can be printed and hand-delivered or emailed if a list exists.
Patients We already know that patients are becoming increasingly educated about their healthcare choices, and with the most recent executive order on price transparency, we can only expect that patients will begin looking for the highest quality of care at the lowest prices. Having this outcomes data read- ily accessible will allow you to market
your outcomes scores, along with pric- ing, to consumers in your region. Outcomes data can be combined with patient testimonials and, then, distributed to patients and potential patients in a variety of ways including website content, social media posts, digital and traditional ads, download- able resources and YouTube video con- tent. Additionally, facilities should con- sider encouraging patients to provide online reviews. In combination with the promotion of outcomes data and patient testimonials, you could inspire confidence in the care your ASC pro- vides before patients even enter the doors of your facility.
Technology, Reimbursement and Marketing Strategies Using innovative technologies that help streamline your reimbursement
process via financial counseling could have a positive effect on the patient experience in your facility and patient outcomes. Using effective marketing strategies to educate patients before their procedures and promoting your outcomes data can help inspire confi- dence in your facility. It is one thing to market that you
are a less expensive option for patients, it is another to show that patients can receive higher quality care in your lower-cost setting.
Kylie Kaczor, RN, CASC, is the vice president of clinical and regulatory affairs and Michael Winkleman is the vice president of marketing at National Medical Billing Services in St. Louis, Missouri. Write Kaczor at
Kylie.Kaczor@nationalascbilling.com and Winkleman at
Michael.Winkleman@national
ascbilling.com.
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fieldservice@pglifelink.com 12 ASC FOCUS OCTOBER 2019 |
ascfocus.org
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