Often, the "all hands on desk" culture at ASCs leaves little time to develop and implement a marketing plan, according to Lakewood, Colo.-based Pinnacle III.
Pinnacle III shared the following marketing strategies for ASCs:
1. Selling. The idea of selling a "service" over selling a "product" is more applicable in a healthcare setting. If administrators market their services with that concept in mind, consumers will gravitate toward an ASC they feel is serving them.
2. Understanding the customer. Understanding a center's prospects and what customers need is one of the first steps to understanding what they want.
3. Customer communication. Knowing how to communicate with your customers well is one strategy that can help get their business. For example, knowing what forms of communication customers respond to (email, texts, phone calls or paper) will help reach them better.
4. Make every sale count. Smaller "sales" such as investing in easy-to-read preregistration pamphlets, a high-quality website and friendly front desk personnel can contribute to the larger sale of an ASC to a potential patient.