Outpatient Surgery Magazine

What Surgeons Want - November 2016 - 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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always at the top of your priority list. Who better to reveal what sur- geons want than surgeons themselves? We spoke to several docs who operate in both hospitals and surgery centers to find out what con- vinces them to bring cases to a facility's ORs. It was a revealing look at the surgeon's psyche and provided insights you can use to make sure your most important customers never consider taking their busi- ness elsewhere. 1. Offer them ownership Sirtaz Sibia, DO, FAOCO, an ophthalmic surgeon who operates at surgery centers in Lake Worth and Boynton Beach, Fla., says surgi- cal facilities woo docs with prime block times and sleek new equip- ment. "And if they really want you, they'll offer ownership shares," he adds. Ah, yes, the opportunity to buy in and to become a partner. That's the golden ring for surgeons seeking a golden parachute. "It's always nice to feel wanted, but a surgeon's first consideration is often the potential for sharing in a facility's profits," says Jim Rickert, MD, an orthopedic surgeon who practices in Bedford, Ind. "Surgeons who work in not-for-profit hospitals feel like they're bringing value to the community," continues Dr. Rickert. "There's an expectation of becoming a partner when they move to a physician- owned surgery center." Ownership shares overshadow the need for everything else, says GYN surgeon Joseph Gauta, MD, FACOG, president of the Florida Bladder Institute in Naples. "We want to be able to customize surgery to match our operating style and needs as a surgeon. That's potential- ly easier in a facility you own." Paul Ruggieri, MD, FACS, a general surgeon who practices in Fall River, Mass., authored the book Confessions of a Surgeon, a blunt N O V E M B E R 2 0 1 6 • O U T PA T I E N TS U R G E R Y. N E T • 4 7

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