Outpatient Surgery Magazine

Special Outpatient Surgery Edition - Gastroenterology - January 2019

Outpatient Surgery Magazine, providing current information on Surgical Services, Surgical Facility Administration, Outpatient Surgery News and Trends, OR Excellence and more.

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J A N U A R Y 2 0 1 9 • O U T PA T I E N T S U R G E R Y. N E T • 5 7 You produce hilarious Christmas cards to encour- age patients to schedule colonoscopy screenings. Why use that method to market your practice? We believe in top-of-mind advertising and send the cards to about 25,000 potential patients. They might not need a colonoscopy now, but when it's time, we want them to think Who was that crazy group? No one looks forward to having a colonoscopy, so it helps to approach the topic with a little bit of humor. You've created cards for 14 years and there's been some memorable themes. How do you come up with the ideas? They're often based on current events or hit TV shows or movies. We brainstorm for months, although we always seem to decide on the final theme at the last minute (see opposite page). Last year's card hit on the controversy surrounding Brett Kavanaugh's Supreme Court nomination hear- ings. Were you nervous to go there? National coverage of the hearings was so pervasive that we felt it was the best choice. Plus, we tried to make the card party neutral. I was a bit concerned about what our oming Up With Creative Ways To Promote Colonoscopies C Robert Fusco, MD Gastroenterologist and creator of some unforgettable holiday cards

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