MARKETING 101: Host an Open House For Prospective Surgeons
More surgeons doing more cases: That's the cure for whatever ails a surgical facility. But how do you get doctors to visit your facility, let alone bring their cases there? The best form of marketing is white coat to white coat. One surgeon to another. That's much more credible than me cold-calling surgeons' practices or making a "Hey, you need to come see my center" phone pitch.

Our new multi-specialty ASC, open for 18 months, was sputtering along in need of a spark plug when we decided we'd host an open house for local surgeons. This meet-and-greet would get new docs' feet in the door, let them tour our facility and see firsthand what working here would be like. Of course, they'd also get to rub elbows with our current roster of physician-investors.

We sent 250 4 x 6 postcard-size invitations (pictured) to physicians' offices about 6 weeks before the event. We asked the hospital we're affiliated with for their list of surgeons, making sure we invited only those doctors who perform the specialties we host. We held the open house from 5 to 7 p.m. on a Friday in November. This was fortuitous timing. Cases were done for the week and the facility would be terminally cleaned on Sunday. This meant that surgeons could tour our 4-OR, 2-procedure room facility without having to change into scrubs.

About 30 people turned out (including spouses/significant others). We served wine and cheese. Only 2 of our 4 ORs are currently open. I hope to credential a few new surgeons as a direct result of our open house — and to grow our volume so that we can open those 3rd and 4th rooms.

Matt Becker, RN
Piedmont West Ambulatory Surgery Center
Atlanta, Ga.
[email protected]