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22 ASC Management "I f you rely on a handful of physicians to support the ASC then you will eventually be scrambling to recruit new talent while the ship is quickly sinking," says Kathy Kelly, RN, MSN, CNOR, adminis- trator at Viewmont Surgery Center in Hickory, N.C. "Continual focus on physician referrals along with growth is essential to keep the facility strong and growing." Here are seven tips for improving physician refer- rals: 1. Data speaks louder than words; put it to use. Publishing quality data is an effec- tive way to attract physicians to your surgery center, says Mark Babin, vice president of devel- opment at ASD Management. Show physicians why your center is the place they need to come to perform procedures. "This is one of the ma- jor areas of growth in the industry just now," he adds. "Especially with the advancements with surgical techniques and procedures, such as to- tal hip and total knee." 2. Remember that the customer is king. Ev- ery ASC is in direct competition with every other ASC in its market for physicians. When physicians don't have ownership, it's even more challenging. "Offer them block time, equipment that they want, staff that they need," says Mr. Babin. "You must know your market and base the incentives offered at your center on what your competitors are not offering." It is important for credentialed physicians to per- form procedures regularly at your center. If they are not owners, make satisfaction a priority. 3. Establish the right relationships. Be- come familiar with physician practice adminis- trators. "This has enabled us to meet new physi- cians who are being interviewed and even offer them a tour of the ASC as an option for the new recruits to perform their outpatient surgeries," Ms. Kelly says. On the tours she highlights effi- ciency, low staff turnover and the time and cost savings. 4. Consider different payment mod- els. Going out-of-network is still a viable mod- el for an ASC, says Mr. Babin. However, be care- ful to properly contract with the health plan. Record reimbursement by CPT code and make sure carve outs are administered where appro- priate so a fair and equitable value for the pro- cedure is recognized. Health plans won't con- tract for specific specialties, and it's difficult to administer for the payer but if your center does a majority of cases with one or two specialties that, under the plan, have good reimbursement relative to the cost, a blanket contract may be equitable. 5. Communicate with your current physi- cian team. "Keep in constant communication with your existing physicians because they can provide you with information that is key in iden- tifying new physicians or even what's going on elsewhere," says Ms. Kelly. Your current physician staff can also help find the right time to approach physicians who have never performed cases at an ASC. Some physi- cians are more comfortable in hospitals because they haven't tried an ASC. "It is very difficult to convince these physicians to step out of their comfort zone, but it's all about timing," says Ms. Kelly. "If you can figure out a time when the phy- sician is disgruntled with the hospital, then that is the time for you to step in and flaunt the ASC and all its perks to entice the physician to give you a chance." 6. Ensure that business office operations are efficient and timely. Collect on time and don't let your accounts receivable drag on for months. This will encourage physicians to bring more cases to your center and perhaps even at- tract new physicians, says Mr. Babin. 7. Prepare comprehensively for a new physician's arrival. Make sure you have any supplies that a newly recruited physician may need, particularly if the new physician is also add- ing a new specialty to the center. "If you need to invest in new technology or bring in new surgi- cal techs and staff, make sure you have everything ready for a new physician," he says. But it is very important to set the expectation that the specific equipment, instruments or implants desired may be cost prohibitive. However, increasing volume doesn't necessar- ily translate into a bottom line increase, adds Mr. Babin. It may take some time for all the pieces to come together for recruiting a new physician. "You may get a physician who is not a good fit or a good cultural match," he says. It is critical to monitor new physicians to ensure they fit into the team. n 7 Fundamentals to Improve Physician Case Volume By Anuja Vaidya Kathy Kelly Mark Babin 13th Annual Spine, Orthopedic and Pain Management-Driven ASC Conference + The Future of Spine June 11-13, 2015 • Westin Michigan Avenue Hotel • Chicago, IL 90+ Surgeons Speaking & 108 Sessions • Key Note Speakers: Deion Sanders, Billy Beane and Bill Walton For more information, visit www.beckersspine.com or call (800) 417-2035.