Issue link: https://beckershealthcare.uberflip.com/i/415620
15 ASC Management SPINE is Making its MOVE to ASCs ARE YOU? Develop a Spine ASC Succeed with a proven strategic partner Control your surgical environment Meet patients' expectations for minimally invasive spine surgery Spine ASC Partnerships Acquisition Development Management Make your move with us! 615-301-8142 www.meridiansurgicalpartners.com T here is no such thing as bad publicity, American showman and circus owner P. T. Barnum once quipped. In some industries, this saying may hold true; but in healthcare, it's certainly not the case. Just ask New York-based Yorkville Endoscopy, the site of the botched Joan Riv- ers procedure. On Aug. 28, the comedian was undergoing a routine endoscopic procedure at the ambulatory surgery center when she stopped breathing. She was transferred to Mount Sinai Hospital in New York, where she died on Sept. 4. While the details of what went wrong in the Yorkville operating room are still emerging, this incident is a strong reminder that things can go wrong at any time during care delivery. ASCs typically have low infection rates and high patient satisfaction, but that does not mean they are immune to crises. And when calamity strikes, it's bound to draw public attention. "ASCs play a prominent role in any community they serve because of the num- ber of lives they touch," says Sasha Boghosian, senior vice president at ReviveHe- alth, a strategic communications firm focused on the healthcare industry. "Their high visibility makes it unlikely that a disaster or crisis will go unnoticed." Mistakes happen, and it's important that ASCs assess internal processes to ensure they do not happen again. However, it's also equally important that surgery cen- ters work toward winning back the public's trust. While every negative situation or crisis is unique, there are certain basic strategies ASCs can follow when man- aging public relations during a difficult period. Here are eight tips: 1. Be transparent. "Generally speaking, [after a crisis] ASCs should aim to be as responsive and transparent as possible while minimizing damage to their brand and protecting the reputations of their physician partners," says Rebecca Kirkham senior vice president, Lovell Communications, a public rela- tions, crisis communications and market- ing communications firm. However, it's also important to remember that there are a number of factors, such as patient privacy or legal concerns, which could prevent the ASC from sharing in- formation freely. Ms. Kirkham suggests that ASCs start by gathering all of the facts and then use that information in an appropriate manner in response to stake- holders, including the media, patients, employees and physicians. "In some cases, the ASC may choose not to proactively share information with the me- dia or general public but it's still important to be prepared to respond to inquiries. 'No comment' is never a good answer," she says. Also, it is key that communication after a crisis comes from the most appropriate representative of the facility, says Mr. Bog- hosian. In many cases, disasters require communication from top leadership to show that an organization is taking the matter seriously. Managing a PR Crisis: 8 Pro Tips for ASCs By Anuja Vaidya Rebecca Kirkham Sasha Boghosianm