Becker's ASC Review

63 Executive Briefing: Endoscopy Center Management Sponsored by G I Specialists of Georgia — an integrated practice includ- ing physicians, an endoscopy center, anesthesia and pathology services — has managed to do just that. Gas- troenterologist Arif Aziz, MD, reveals nine core commitments the practice has made in its continued efforts to stay ahead of the curve. 1. Entrepreneurship. The key to good business is adaptability and healthcare is no different. The changes in healthcare loom large and move quickly; the winners will be those that have the flexibility to respond in time. "I am an entrepreneur at heart. It is a matter of being willing to adapt to the new environment," says Dr. Aziz. "There will always be patients. The key is to bring them to the ASC." Business-driven physicians and endoscopy center leaders will be well-equipped to embrace the key lessons and in- corporate necessary knowledge to evolve. 2. Service. Customer service may have been a foreign term in healthcare a few years ago, but it is rapidly on its way to becoming one of the most important phrases in the medical lexicon. "Service is the most important thing in our practice. It's what gets the pa- tient in the door," says Dr. Aziz. At GI Specialists of Georgia, physicians and staff alike are held accountable for the level of service provided. The phone system is constantly monitored to ensure patients are not left waiting. Re- gardless of call volume, all patients who call before 3 p.m. will receive a call back the same day. The office manager's number is left on the practice's voicemail and patients are encouraged to call if they do not receive a prompt response. "This gives a very strong message," he says. For patients scheduling a screening colonoscopy, the wait time is consistently less than a month. Once a patient arrives at the endoscopy center for the procedure, service continues to be closely monitored. From prep time to dis- charge, each physician and staff member is expected to stay on time and perform cases as efficiently as possible, while always adhering to the highest quality expectations. 3. Quality. Though all physicians entered their respective fields with a desire to produce only the highest quality outcomes, just that desire is no longer enough. Quality must be documented and proven. The GI Specialists of Georgia monitor patient satisfaction, withdrawal time, preparation quality and adenoma detection rate, amongst many other quality indicators. "We make sure our physi- cians are performing at least to the benchmarks, if not beyond," says Dr. Aziz. Any changes that need to be made are communi- cated to the practice's managing partners. 4. Negotiation. Reimbursement cuts are one of the largest con- cerns for independent providers. How will the doors stay open as costs continue to rise and payment steadily dwindles? Data is its own form of currency, one with a premium value. "Never go to a payer if you don't know what you want," says Dr. Aziz. Cost per case, current contract rates and rate comparison are all essential negotiating tools. The more data at hand the more leverage physi- cians have. Dr. Aziz found that as his practice worked to establish itself in the community for more than a decade, it gained a significant foothold in the market. "Maintain dominant market share, that improves negotiating ability above anything else," he says. "Payers have more to lose if they don't work with you." Carve out a niche in the community and strive to maintain it. 5. Commitment to growth. CMS and private payers are hunting for cost savings. Negotiation and superior quality are essential, but cannot hold back the entire tide of inevitable downward pres- sure. To balance the scales, GI practices and endoscopy centers must continually look for ways to grow patient volume. GI Specialists of Atlanta employs a robust follow-up system to ensure no patient slips through the cracks. All patients due for a recall colonoscopy are contacted at the proper time to ensure they are not dismissing the procedure or switching to a different provider. Endoscopy Center Success in Turbulent Times: 9 Imperative Lessons Reimbursement cuts. Regulatory demands. Consolidation. Is there still room for independent gastroenterology practices and endoscopy centers to flourish in a healthcare world rife with challenges? By Carrie Pallardy "Continuously reach out and increase your referral base. That is the main driver of volume. Never underestimate the importance of referring physicians." – Dr. Arif Aziz, Managing Partner at GI Specialists of Georgia

• Cover