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Practical Business, Legal and Clinical Guidance for Ambulatory Surgery Centers ASCREVIEW March/April 2015 • Vol. 2015 No. 3 INDEX ASC Management p. 22 Transactions & Joint Ventures p. 31 Coding & Billing p. 54 Quality & Accreditation p. 57 Most Common ASC Specialties: Urban vs. Rural 24 statistics on how many ASCs provide top specialties. p. 16 24 New ASC Joint Ventures These joint venture centers recently opened. p. 34 Is Your Supply Chain Strategy Failing? How to tell for sure and what to do about it. p. 12 ICD-10 is Real This Time…Again Industry experts on ICD-10 implementation and why 2015 is when the deadline will stick. p. 54 Direct-to-Consumer Marketing: 7 Tips for ASCs By Anuja Vaidya Patients today have a wide array of care options and are more educated about these options than ever be- fore. It's important for surgery centers to engage with their customers — patients — and take active steps to market to them directly rather than depend solely on physician referrals. Based on his experience at Regent Surgical Health — which has seen tremendous growth in hospital joint venture surgery centers over the past seven years — Chief Development Officer Jeff Simmons says there will be many more joint ventures in the coming years. "In the world we live in, most of the surgery center transactions will have a hospital partner," says Mr. Simmons. "As various payer pressures have mounted, the best way to have the highest revenue per case is to have a strong hospital partner. We think this is a trend that will continue." What makes a joint venture boom unique this time around is a hos- pital's willingness and knowledge about partnerships. They're looking for high-quality, lower-cost setting to pursue initiatives like bundled pay- ments with accountable care organi- zations. Current hospital leadership understands the importance of phy- sician ownership as a quick and rea- sonable "vehicle" to accomplish this goal. They're also able to use a joint venture ASC as a tool to attract new physicians and physician groups into employment and also as a physician retention tool. Reshaping Adversarial Relationships: Payers Now Coming to ASCs By Carrie Pallardy It has taken years to convince payers that higher acuity cases can be successfully, and profitably, performed at ASCs. The fruits of those efforts are truly coming to bear now as Medicare has ap- proved a number of new spine codes for the ASC payable list and more commercial payers have shown interest in outpatient total joints. continued on page 53 continued on page 30 continued on page 23 5 Organizations With Great Cost-Cutting Strategies; 13th Annual Spine, Orthopedic & Pain Management-Driven ASC Conference + The Future of Spine Brochure Inside 5 Bold Predictions in ASC M&A Landscape for 2015 By Laura Dyrda 13th Annual Spine, Orthopedic and Pain Management-Driven ASC Conference + The Future of Spine June 11-13, 2015 Westin Michigan Avenue Hotel • Chicago, IL 80+ Surgeons Speaking & 108 Sessions For more information, visit www.beckersspine.com or call (800) 417-2035. ASCREVIEW SPINE REVIEW