FEATURE
a physician’s preferred type of coffee creamer available.” These efforts pay off during
recruitment, she says. “We involve our existing physicians in the recruit- ing process. They can provide a first- hand account of how the ASC takes care of them and their patients. Our physicians are one of our best recruit- ment tools.” Marketing also can help increase
awareness of an ASC’s offerings and benefits, Macphail says. “Most of SCA’s ASCs are increasing their spend around marketing campaigns that focus on the ASC’s superior quality and cost- effectiveness,” she says. “These market- ing efforts include developing appeal- ing web sites and holding open houses.” ASCs should not shut the door on
potentially recruiting physicians who are hospital employees, Brock advises. “Keep your ears open to what is hap- pening in the market. If you hear phy-
sicians at the hospital are becoming dissatisfied, invite them to visit the ASC. If you can get them out for a trial run, make sure it goes beautifully.”
Recruit the Recruited The effort put into recruiting new physicians should be just as strong as the effort put into keeping recruited physicians happy with their ASC experience, Day says. “Do not do
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something only for a short period of time to get physicians into your ASC. You want to consistently provide that service to them while they are a part of your facility,” she says. “Never take your physicians for granted. You really have to look at it like you must earn their business on a daily basis. Happy physicians will not consider looking at other sites to bring their cases and are more likely to speak highly of their ASC experience with other physicians.” Brock adds, “Physician retention should be as critical to an ASC, if not more critical, than recruitment. Do not lose sight of the people who are loyal to you and focus all of your time toward recruitment of new people.” Successful recruitment begins with
a great first impression and building on that experience, Macphail says. “One of the biggest faults I often hear and see in ASCs is they get a physician in the door and then it becomes just about doing sur- gery, not the experience. That is when an ASC can lose a physician to competition. “We cannot minimize the fact that
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we ask physicians we are recruiting to change their practice patterns and bring their cases and business to a new place,” she continues. “This is not something they can walk away from easily. They are trusting us that it is going to be a superior experience for them and their patients, and we must work to validate their trust.”
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