What are the best ways to keep and attract high quality people? Think about the types of businesses you frequent and enjoy. Consider the reasons you continue to do business with these establishments. These characteristics should be integrated into your ASC's culture to retain your high quality, productive surgeons and attract new prospects that will complement your current physician mix.
It is important to choose wisely and be selective in recruiting physicians. Key factors to consider are the physician's character as well as the quality and efficacy of their care. Keep in mind that past behavior is the best predictor of future behavior. Realize both positive and negative physician behaviors and practices will reflect back on the facility as a whole. Consider the types of cases prospective surgeons perform. Analyze their CPT codes and payor mix. Note a prospective surgeon's needs in terms of supplies and implants. These factors affect your return on investment.
Before beginning recruitment, clearly define expectations and goals the ASC has for prospective physicians. Consider your facility's culture. Define your work values and philosophy. Review your bylaws and operating agreements with each prospect and make it clear how they will be enforced. Recognize safe harbor language and ensure all legal requirements are met. Set up a 3-4 month trial period.
To identify prospects, compile a list of your ASC's selection criteria. Keep abreast of the new physicians in the area. Tap existing resources for leads. Surgeon-to-surgeon marketing is the best way to identify prospects. Consult your participating doctors to help you identify high quality surgeons who may be new to the area or disgruntled with competing ASCs. Ask your participating surgeons if they will meet with you and your prospect and assist in the follow-through. If you are in a joint venture with a hospital, work closely with its marketing department to assist you in identifying an applicable surgeon recruitment pool.
When you have identified a surgeon you wish to recruit, set your meeting objectives. What do you want to achieve in your first sales call? This will guide your strategy.
Next, research your prospect. Learn what he or she is known for. Identify and anticipate facility needs and be able to present how your ASC can address those needs. Know and address any past history with your ASC. Determine and gather any information, paperwork and/or staff members you may need to bring with you to inform and familiarize your prospect with your center. Know your competition and what makes your ASC a better option. Remember to bring value to all involved parties — you, the physician and the physician's scheduler. Express the desire to fulfill both their needs and yours.
During and after the recruitment process, you must deliver what was promised. This involves educating and empowering staff. Staff should know what physicians want and be able to make the decisions necessary to fulfill those needs. Pay attention to the details. Ensure surgeon preference cards are accurate and ASC personnel are prepared to adeptly handle their cases. Supply properly sized gloves and scrubs. Create consistency by attempting to schedule surgeons with the same surgical team. Communicate with your surgeons regularly to check up on their experiences. Always be sure to let your physicians know on a daily basis that they are welcome and appreciated at your ASC.
Finally, respect the power of the surgeons' schedulers. You must win them over. Schedulers want the path of least resistance in dealing with your ASC, and time is of high value to them. They want to schedule at the time they call, with minimal to no hold time, minimal paperwork and cases to occur at times that are convenient for their surgeons and their patients. Schedulers will respond best to positive people with "can do" attitudes.
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