Physician recruitment is one of the best ways to save anambulatory surgery centre that's in trouble. To increase case volumeand expand into new specialties, physician recruitment is essential. Some usersmay also become owners of the ASC via syndication. Surgeon-owners tend to be more invested in the ASC thatusers, and they are more likely to bring cases into an ASC where they own anownership interest.
Successful surgery centers make recruiting an ongoingprocess. This will bea paradigm shift for some centers and one they will have to make. The market is changing and centers that don't adapt to itwill not survive.
These are the five steps ASCs need to take in order tohire new doctors as part of their turnaround efforts.
1. Ensure that someone is appointed to supervise recruitmentefforts. It is important to appointsomeone to plan and execute the recruitment of new doctors. This person should not be solely responsible for recruiting.However, they should ensure that recruitment efforts are coordinated andfocused. They must also be held accountable for the outcome.
2. Get the support and cooperation of your current doctors. The mindset and commitment of current physicians are a greatasset in recruiting new doctors. You cansupport new physicians in many ways. This includes speaking with them, givingtours, attending open houses for new recruits and going on doctor visits.
3. All owners should be taught how to walk billboards for theircenter. It is important for physicians toknow how to sell their ASC to other doctors and to keep an eye on potentialfuture owners. The owners should have anelevator pitch that highlights the center's unique advantages and conveys the center'smission. This speech will be useful forowners at continuing education courses, medical meetings, and even at lunch atthe hospital.
4. The task surgeon-owners should introduce themselvesregularly to new doctors in the area. Partnersshould inform potential investors and partners about ASC, noting that they maybe able to invest and utilize the ASC. Theycan encourage new physicians to speak with the current owners of the center. Just by calling and introducing yourself, physicians canquickly open doors for potential recruits.
5. Every board meeting should include recruitment of newdoctors. Physicians should identify theASC's best physicians to reach out to during discussion of this topic. To help in the pursuit of the doctor, ask physician-ownersto provide a list of names and some background information (if any). The ASC should have a target list of doctors in the areathat should be contacted regularly and a list for physicians who are coming tothe community.
