At the 11th Annual Spine, Orthopedic & Pain Management-Driven ASC Conference on June 14, Scott Becker, JD, CPA, publisher of Becker's ASC Review and partner with McGuireWoods in Chicago, facilitated a discussion on key concepts to improve the profitability of spine programs with Kenneth Pettine, MD, founder of The Spine Institute in Johnstown, Colo., and Stephen Hochschuler, MD, from Texas Back Institute.
One way to improve the profitability of spine programs is by bringing in new patients, and there are a variety of ways to attract new patients to a spine program. During the conversation, both Dr. Pettine and Dr. Hochschuler shared marketing tactics that have helped their respective practices gain patients. Two main marketing paths dominated the discussion: social media and traditional relationship building with physicians.
"I encourage you to focus on social media," Dr. Pettine said. In addition to social media, he noted that a spine program's website is incredibly important. "I get people from all over the country that fly in," to receive care at The Spine Institute, Dr. Pettine said, and he attributed that to The Spine Institute's website. Texas Back Institute's website has a translation option to help attract patient not only in the country's boarders, but from around the world.
Beyond social media marketing, building relationships with referring physicians in the surrounding area is still a great way to get referrals and gain patients. Dr. Pettine noted that building relationships with chiropractors in the area is a great way to garner more patient referrals. "Chiropractors can be one of your greatest sources of referrals," he said.
After marketing campaigns bring in new patients, a great spine program needs to keep those patients happy through great customer service. It is especially important to provide good customer service because, as Dr. Hochschuler put it, satisfied customers may tell three or five of their friends, but unsatisfied customers will tell 20.
Dr. Hochschuler also discussed how spine programs, and healthcare in general, should apply the concept of making "customer[s] for life." He noted that if spine surgeons are open with patients and give honest answers, their program can develop customers for life. Dr. Pettine added that spine programs in ASCs in particular need to provide high-quality care, but also should do things like putting out fresh flowers and candies and bringing in catered food to provide the best patient experience possible.
Overall, bringing in new patients through marketing and traditional relationship building and then providing high-quality patient outcomes and experiences are great focuses for spine programs looking to grow and improve profitability.