Ep. 3: Bill Hazen – How Marketing Your ASC Improves Revenue | This Week in Surgery Centers

Here’s what to expect on this week’s episode. 🎙️

Consumer-driven healthcare is on the rise, which means marketing your ASC is no longer negotiable.

But don’t go anywhere yet! It’s not as scary as it sounds…

As the Administrator/CEO of the Surgery Center at Pelham, Bill Hazen is currently running a successful marketing program for his ASC. In this week’s podcast episode, he’s sharing his experiences, tactics, and learnings and breaking down how his team is doing this.

Here’s what Bill shared with us:

1️⃣ Change your mindset: ASCs need to realize that you have a product you’re selling to your community and adjust your thinking to leverage this. You are no longer solely dependent on referrals – patients are consumers and have a say in where they have surgery.

2️⃣ Figure out your brand: What are you messaging? For example, the Surgery Center at Pelham uses marketing to push its Total Joints program and uses these two differentiators to stand out: 1) it will be less expensive than a hospital, and 2) you go home the same night.

3️⃣ Start spreading the word: Through local radio ads, you will want to use that same messaging to stay consistent and effective.

4️⃣ Once you’re comfortable, it’s time to expand: Bill and his team run billboard ads, partner with iHeart Radio, and sponsor Clemson University to build brand awareness and drive case volume.

5️⃣ Provide education: Now that you are driving traffic to your website, you need to provide visitors with helpful content that builds trust. Some examples are surgical videos, price transparency tools, infection rates, and patient satisfaction scores.

6️⃣ Listen and measure: You can qualitatively measure success (when people call, are they saying, “I heard you on the radio!”), and you can quantitatively measure success through Google Analytics.

Find the full episode on Apple Podcasts, Spotify, or YouTube to hear the details and even more.

In our news recap, we’ll cover new tech that has entered the ASC industry for the first time, the importance of hosting an open house, and some industry stats on specialties, ORs, and more.