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MESSAGE FROM THE CEO Use Social Media to Promote Your ASC


A


SCA has developed a video, “What Is an ASC?,” that explains ASCs in clear and concise terms. We have posted the video on ASCA’s Advancing Surgical


Care Campaign web site (www.ascassociation.org/whatisanasc) and on ASCA’s YouTube channel (www.youtube.com/TheASCAssociation). I encourage you to share the video with your community by directing them to that site or by adding the video to your own web site. If you need help doing that, write ASCA Marketing Communications Manager Jesse Chimes at jchimes@ascassociation.org. You should also write Jesse if you want to add contact information for your ASC at the end of the video before you post it on your web site. Please note, a production fee will be involved in customizing the video. In today’s age of increasing health care transparency, it is our responsibility to make our prospective patients aware of ASCs and, in the process, help them find the best care for the best price. This video, created with patients in mind, highlights the safety and value that surgery centers offer. In addition to educating patients about ASCs, posting this video on your web site will add a new dimension to your social media presence. As we all know, social media is a powerful tool that can boost your ASC’s reputation in your community or, when mismanaged or neglected, threaten your ASC’s viability. To help ASCs use social media more effectively, ASCA will offer a pre-meeting workshop titled “Essential Social Media: Protecting Your Reputation and Building Your Business Online” at ASCA 2016 this month. Marcus Crider, partner at Waller in Nashville, Tennessee, Kelly David, marketing and public relations director of Spectrum Medical Group in South Portland, Maine, and Charlie Leonard, principal of Charlie Leonard Public Affairs and Public Relations in Santa Barbara, California, will present the workshop. Attend the session and explore the do’s and don’ts of social media in the ASC setting, including how to get started, how to keep your outreach going and how to ensure that you are really listening to your audience. Learn how to examine who is online, what they are looking for and what they are finding on topics that matter to you and your business. Look at the ever-increasing number of forums that allow patients and consumers to post both fair and unfounded comments and opinions about you, your business and the ASC industry. Leave with the information you need to use key social media platforms effectively to promote your experience and capabilities, including the value, convenience and outcomes that patients are looking for today. I look forward to hearing your thoughts on the “What Is an ASC?” video. Please


Seeking Authors


ASC Focus is seeking the contribution of articles by guest authors. If you have the expertise and time to write for us, we’d be interested in hearing from you. Please see our editorial guidelines at www.ascassociation.org/Focus and submit your story proposal to smukerji@ascassociation.org.


6 ASC FOCUS MAY 2016


stop by the ASCA booth in Dallas and let me know whether posting the video on your web site made a difference to your center and what you walked away with from the social media pre-meeting workshop. See you in Dallas.


Bill Prentice Chief Executive Officer


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