title: Ambulatory surgery marketing to primary care physicians.
abstract: The leaders of health care organizations across the country are facing significant pressure to improve the quality of their services, reduce operating costs, and adjust to decreases in reimbursement. Survival of a surgery center is achieved when physicians work together to decrease their vulnerability to outside forces and increase their ability to reach desired objectives. Improved communication, operational efficiency, and cost effectiveness are the strategic imperatives. As competition for patient referrals increases among providers, in the midst of a national trend, a surgery center marketing program must be well organized and carefully designed to meet the needs of all its customers. A surgery center that can strategically place itself as a critical link between the surgical specialist and the gatekeeper will survive and prosper in the current health care world.
authors.affiliation: Laser and Advanced Surgery Center, New York.
authors.forename: D J
authors.initials: DJ
authors.lastname: Cosgrove
authors.forename: D J
authors.initials: DJ
authors.lastname: West
mesh_terms: D000556:Ambulatory Surgical Procedures / Q000592:standards*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003657:Decision Making; D006801:Humans; D007407:Interviews as Topic; D008389:Marketing of Health Services / Q000592:standards*; D009519:New York City; D010821:Physicians, Family / Q000523:psychology*; D010934:Planning Techniques; D011787:Quality of Health Care / Q000592:standards; D012017:Referral and Consultation