Sharon Jarchin Health Care Marketing

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Client Success Stories

Following is a sampling of some of the many anesthesia group clients located throughout the nation for whom we have developed and executed highly successful marketing/sales campaigns:

Generating New ASC and OBS Sites for a Medium-Size Ambulatory Anesthesia Group:

Background: Ambulatory anesthesia group of 15 board-certified anesthesiologists with quality reputation was looking to expand into new surgical centers and office-based practices. Desired additional penetration into ASC/OBS sites to increase revenues based on specific payor mix criteria relating to medical specialty and insurance mix. Goal was to generate new sites and increase caseload for anesthesia while offering pain management as an ancillary service.

Challenge: Tremendous competition in the marketplace.

Strategy: Developed extensive list database of all ASC and office-based prospects in the market. Designed and distributed anonymous marketing research survey generating strong response while providing excellent market intelligence and a number of direct sales leads from surgeons. Created anesthesia brochure for sales program along with a comprehensive website including back-end portal for staff case assignments. Launched direct sales program, visiting prospects on behalf of our client and convincing site administrators and owners why they should give our client the contract for anesthesia. Marketed pain management where appropriate. On-site sales program supported by a comprehensive direct mail marketing program to all ASC/OBS prospects.

Results: Even with unusually dense competition among anesthesia groups in this marketplace we were able to bring our client more than 20 quality leads within the first six months resulting in six new high-value ASC/OBS contracts. Increased client awareness to the point where almost every surgery center and office-based practice in the market knows of client, with many strongly considering contracting with our client at end of current anesthesia contract period. Client grew anesthesiologist staff to accommodate additional caseload. Ongoing sales campaign continues to generate new ASC clients for this anesthesia group on a regular basis. By leveraging flexibility and range of services we have been able to get this group in the door of many facilities.

Pain Management Practice Needed Major Inflow of Referrals with Enhanced Payor Mix – We Delivered:

Background: Pain Management practice comprised of two anesthesiologists engaged Sharon Jarchin Health Care Marketing to help them as they were suffering from a lack of case volume and poor payor mix. Their geographic area is packed with pain management groups so the competition is fierce. The goal of the campaign was to create awareness among referring doctors, increase daily caseload and improve payor mix.

Challenge: Tremendous competition in the marketplace.

Strategy: Developed extensive list of all potential referral physicians in proximity of pain office location. Designed and distributed anonymous marketing research survey to all potential referrers which received a tremendous response, providing us with excellent market intelligence and actual direct leads from physicians who would want to refer to a new pain management practice. Created attractive pain brochure to outline the scope of the practice's services, including how they work closely with referring doctors and provide excellence in clinical care to patients. Created website which was consistent with the brochure content. Implemented direct mail program, customized fax--phone call--email program, along with direct sales visits to potentially referring physicians (with a focus on quality payor mix based on survey intelligence and demographics).

Results: Even with tremendous competition from area pain management practices, we increased our client's patient visits by 40%, interventional cases by 56% and payor mix by 35%. The profitability of the practice increased significantly along with awareness in the medical community.

Small Anesthesia Group Needed Help Getting New Surgical Sites... and We Delivered:

Background: Small anesthesia group with two board-certified anesthesiologists was looking to expand their business into additional surgical sites to build revenues.

Challenge: Highly competitive marketplace with limited awareness of our client among surgeons.

Strategy: After strategizing with client regarding geography and clinical strengths in particular medical specialties, we initiated a marketing research survey that provided strong market intelligence and generated more than 20 direct leads. Then we created an anesthesia brochure, simple web page and database of all surgical sites in region. Executed direct sales visitation program on behalf of client, visiting every ASC/OBS in marketplace that met predetermined criteria. The direct sales visit program that we made to surgical sites was supported by an intensive direct mail marketing program and phone calls as well as an email campaign. Current anesthesia site relationships were enhanced with ancillary services and additional resources to help site maximize reimbursement opportunities.

Results: This successful campaign generated more than 35 leads within first six months, resulting in 8 new high value surgery center and office-based surgical clients. Doubled caseload, hired new anesthesiologists and generated an entirely new level of profitability. Ongoing sales and marketing program is bringing in more new clients on a regular basis and establishing relationships with potential sites to coincide with the conclusion of their current anesthesia contracts.

Launching a Large Hospital-Based Anesthesia Group into Ambulatory Setting:

Background: Large hospital-based anesthesia group with more than 50 anesthesiologists needed to expand into the ambulatory setting to diminish reliance on hospital-only contract and increase overall revenues. Formed separate ambulatory anesthesia company, assigned several anesthesiologists to new venture and put the entire program in our hands.

Challenge: No ambulatory clients, no awareness of new company in the community.

Strategy: We created an extensive database of all ASC and office-based prospects in the market. Designed and distributed anonymous market research survey generating strong response and providing excellent market intelligence. Created anesthesia brochures for various markets, in several languages, along with interactive website. Launched strategic direct mail marketing program to all ASC/OBS prospects based on sophisticated matrix criteria including medical specialties, payor mix, competition, etc. while leveraging reputation of affiliated hospital-based anesthesia group. Supported direct mail with ASC trade show marketing, study group marketing and limited advertising in professional niche surgical publications.

Results: Hugely successful campaign that generated strong awareness in the market along with a large number of highly qualified leads from surgeons at ambulatory surgery centers and office-based practices. Generated so many new clients and cases that the ambulatory anesthesia company brought in additional anesthesiologists from hospital-based group.

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Generating New Sites, Cases and Referrals for your Anesthesia or Pain Management Practice