Surgery Center Partners

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January/February 2007

In this month's issue:

Boom or Bust? Attracting and Keeping Baby Boomer Patients - Part 2
Choosing a Surgery Center Management Partner

Boom or Bust? Attracting and Keeping Baby Boomer Patients - Part 2

In the November/December 2005 issue of this newsletter, we reviewed the characteristics of Americans born between 1946 and 1964, the "Baby Boomer" generation. It's a group that wants and expects convenience and control in health matters. In this issue, we present some ways a medical service provider can attract and keep boomers as patients.

Don't waste their time - Boomers won't spend time cooling their heels in your reception area. Put some open "flex" time into your schedule, track when patients arrive and are seen, and have you staff notify you when you need to pick up the pace. If unforeseen delays occur, have your staff call patients to reschedule and apologize for delays.

Treat them as individuals - Boomers won't settle for being viewed as "the peptic ulcer in exam room #3." Record facts about them (e.g., birth date, insurance plan, diagnoses, prescriptions, family members, etc.) on a sheet in their file so you can refer to it when you communicate with them via phone, email, or in person.

Communicate - Don't limit the information flow to appointment reminders, test results, and prescriptions. Make phone calls, especially after the patient has had an outpatient procedure, been released from the hospital, is waiting for test results, or is taking a new medication with potentially serious side effects.

Give them options - Boomers want to take an active role in their health care and are apt to research alternatives, ask questions, and expect to receive honest answers. Explain treatment alternatives to your boomer patients so they can make informed decisions. Like other busy people, they also appreciate being able to communicate with you in a variety of ways, including phone, fax, and email.

And consider offering very early morning, late afternoon, and weekend appointments so boomers can avoid missing work.

Get online - Boomers often use the Internet to research medical conditions and treatments. Hook them with an informative Web site with articles about diseases and treatments, information about special events or educational presentations, and links to the sites of medical organizations or health-related non-profits. Provide an e-mail address that current or prospective patients can use to request an appointment or prescription refill.

Let them read - Give information seeking boomers a list of Web sites that you think provide accurate, reliable information about their medical condition. You can even copy and send appropriate articles to new patients prior to their first appointment. Information also can be provided in the form of CDs and tapes so they can listen while driving or using the computer.

Promote a healthy lifestyle - Boomers want to live a long healthy life and many realize that this requires them to pay attention to diet, exercise, and lifestyle issues. They appreciate a physician who provides information and encouragement about disease prevention and control. Keep in mind that many boomers won't value advice from a physician who doesn't take good care of him or herself, so be sure to practice what you preach.

Stay current - Boomers, especially those with money, want to see the very top physicians. Some believe that those who participate in clinical trials fit that category, so if you are involved in trials, be sure to publicize the fact in ads (to recruit research subjects), on your Web site, and in your mailings to patients. Also promote the continuing education classes you have attended and any upgrades in the equipment and tests performed in your office. Publicize your Web site so patients know they can get information and communicate with your office 24/7. Finally, be sure to regularly perform Web searches on topics related to your specialty so you can deal with information your patients may uncover in their own online research.

Choosing a Surgery Center Management Partner

When choosing a corporate partner for your center, you'll want one that can meet your needs - both in terms of finances and the services provided. Here are some questions that can help you assess the suitability of a prospective partner.

How well does the corporate partner understand the needs and interests of physicians and their patients? (Things to look for: multiple centers, physicians serving as leaders in the company, and positive references from current physician-partners)
Do the physician-partners retain majority ownership of their center?
Are the physician-partners active participants in decisions about their center, including location, equipment, staffing and medical issues?
Does the corporate partner offer a turnkey solution with all of the services required to plan, develop, and manage a center? What services does the company you are evaluating provide and what does it NOT offer?
Does the corporate partner manage all staffing issues, including recruitment, training, retention, evaluation, legal discharge, compensation, and benefits?
Does the corporate partner provide a feasibility assessment and business plan free of charge?
What is the projected ROI for a center like the one you want to develop?
Is the required investment less than $15,000 per physician?
How does the corporate partner handle development fees? Are they pre-defined? What is the mark-up? Are they paid up front or can they be paid back over a specified number of years?
Can the corporate partner secure 90% or more of the required investment funding?
Does the corporate partner reduce its management fees to reflect lower revenues during the center's first year of operation?
Does the corporate partner retain ownership in the center, so that its financial interests are aligned with those of the physicians?
What is the corporate partner's track record of successfully negotiating fee schedules with payers?
How does the corporate partner select vendors and negotiate contracts for goods and services?
What are the corporate partner's procedures for obtaining Joint Commission on Accreditation of Healthcare Organizations (JCAHO) accreditation, Medicare certification, and state licensing?
Does the corporate partner provide billing services? If so, what fees are charged and what is the company's track record on collections?

Surgery Center Partners can help you own a profitable, attractive, well-equipped surgery center where you can deliver high quality care to all of your patients. As our partner, you can rely on our expert staff to handle all aspects of developing and managing your center. It's the hassle-free solution to center ownership.