Outpatient Surgery Magazine

Running on Empty - August 2019 - Subscribe to Outpatient Surgery Magazine

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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meaningful insights for clinicians. They don't have the time or desire to perform raw data analysis. • Online bill payments. For patients paying their co-pays or deductibles, the ability to easily pay online can shorten and simplify your billing cycles. • Marketing beyond surgery. You don't want patients to become repeat customers, but a patient might someday want to come to you for a different surgery, or to refer friends or family. In the for-profit world of American health care, patients are actually consumers who become customers of yours. In the broader business world, there's an ever- increasing push by companies to use digital technology to foster more "sticky" relationships with their customers through deeper, ongoing engagement — to create "customers for life" who also serve as influ- encers that attract and refer friends and family to the business. • Competing in the competitive market of health care. When you're digitally connected with patients, you have the ability to toot your horn about positive outcomes, the services you provide, what makes your facility the best, and provide news, information or other content (which you can also source from third parties) that might be of interest — even send birthday greetings. Patients can read or view all of this and even share it with others. Used judicious- ly, and always providing the ability for the patient to opt out of mar- keting communications, you can strengthen your bonds with the patient and the community that surrounds them. OSM 6 6 • O U T PA T I E N T S U R G E R Y M A G A Z I N E • A U G U S T 2 0 1 9

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