Before seeking a physician to recruit to her center, Maria Freed does her research. Ms. Freed has been the administrator for Coral Gables Surgery Center in Miami for the last two years after working in hospital administration for more than 20 years. Since she joined Coral Gables Surgery Center's team, a Meridian Surgical Partners' facility, the center has increased its physician base by 35 percent.
Here are f
our key concepts:
1. Add service lines. The ambulatory surgery center offered mostly ophthalmology services when it opened in 2003, but has since expanded its service lines to include orthopedics, spine and general surgery.
"When I started, I saw there was a monumental shift coming our way. A few of our physicians were nearing retirement," Ms. Freed says. "I would tell any hospital or ASC administrator to look at their supporting staff and know where they are in their career. Physician recruitment has to be ongoing, as it is a long-term strategy."
2. Research physicians in the region. To find physicians well suited for the outpatient environment, Ms. Freed does a substantial amount of field research to learn essential details about a physician. She talks to different people in the industry to find out about the physician's practice, their quality of care and what procedures the physician performs.
"I spend a great deal of time aggressively pursing physicians who are a good fit," says Ms. Freed. "When I find a doctor who is a good fit, the next step is determining how to engage the physician."
3. Persuade physicians to go outpatient with the ASC's efficiency. The outpatient setting presents different opportunities as well as challenges for surgeons, many of whom are hospital-employed surgeons without much experience performing procedures in an ASC. Coral Gables' procedures are, on average, no longer than 90 minutes and the patient's time in postoperative care at the center does not exceed four hours.
"It may be hard for physicians to switch patterns," Ms. Freed says. "Many Florida physicians are hospital-based. What I do is educate them about our efficient work flow and other clinical stats related to patient safety and positive outcomes. At Coral Gables, we have faster OR turnaround time, as compared to a hospital, and we are generally able to negotiate mutually-beneficial contracts with most payers due to lower costs."
4. Search outside the ASC’s four walls and bring surgeons in for a visit. Between conducting market research and speaking with a variety of physicians, Ms. Freed allocates two days per week outside of the surgery center. She credits her efficient staff members who give her the ability to spend much-needed time on physician recruitment efforts.
"When I ask a physician to tour our facility, it is advantageous to have a physician of the same specialty greeting them," Ms. Freed says. "It is helpful to have a peer who can speak their language. Physician recruitment is really a team effort."
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