Administrator of Portland, Ore.-based Northwest Ambulatory Surgery Center Kecia Norling, RN, has years of experience in the ASC field. She discusses the biggest challenges her center faces and outpatient total joints as the most exciting opportunity for the future.
Ms. Norling will speak at the Becker's ASC 25th Annual Meeting: The Business and Operations of ASCs, October 18-20, 2018 in Chicago. Click here to learn more and register.
Question: What is the biggest issue your ASC is facing today? What strategy are you using to overcome it?
Kecia Norling: Our center's most significant current challenge is a decrease in case volume. This decrease is caused by the retirement or slowing down of high volume founders and a replacement of these pivotal surgeons with partners who cherish and practice a work/life balance. In addition, our hospital partner prevents their employed surgeons from utilizing the surgery center. Finally, a market with several large insurance/hospital providers which steer patients to their own facilities decreases the potential case volume for our center.
We've addressed the decrease in case volume with an increase in high complexity cases such as total joint replacements. This focus on total joints and other complex cases, such as parathyroid removal with rapid PTH assay testing, and post-mastectomy reconstruction has kept our net revenue at near historic numbers despite a loss in case volume.
Q: Over the next 2-3 years, what is the biggest opportunity for growth of your ASC?
KN: Outpatient total joint replacements remain a huge opportunity for ASC growth. Surgery centers which create a consistent, proven process for performing these procedures, and who provide an exceptional experience for the patient and their family will place their centers in a position to benefit as this population of patients increases in volume. The opportunity to provide a high-quality, boutique experience at a decreased price for the patient and insurance company is exciting and something to be proud about.