Why humility and partnership are critical for the ASC market
Updated: 4 days ago
ASCs (Ambulatory Surgery Centres) have been part of the US healthcare market for over 30 years. Their model - or similar has been in Europe and parts of Asia for about the same amount of time. Often surgeon owned private clinics or consortiums of surgeons. There are even PE backed day surgery centres and now even a few pure ASCs in Europe. That compares to thousands in the USA. But not all are the customers we think they are. The prediction is that within the next 10-15 years 60% of surgery will be performed in the ASC. Why? It's seen as a more efficient delivery of service. Less than 23 hours stay - so no / low hopsitality costs. Lower numbers of staff and as Scott Fraser says - they are "Focus Factories." They are designed for efficiency and throughput at lower costs. And INsureres love that. And patients want it - especially in co-pay. I thought I understood the ASC and selling to the ASC. But on reflection of this conversation I realise I didn't and don't. This is where Scott and Greg talk about humility. Because unless you wind in your EGO and stop thinking you understand how to sell to the ASC - you are about to get served. This is not selling to a "small private hospital" - it is something entirely different. And if you and your company do not understand the difference... then you are going to be at a disadvantage in the next years; and possibly miss out on providing for 60% of the market.
The train has already left the station - and the disconnect between many big established companies and their "old models" and the shareholder visions of ASCs is often staggering. Where as some companies have leaned in - adapted and are becoming established partners of this new ecosystem.
In this video Scott Fraser of Fraser Healthcare gives you insider insights as someone that has managed ASCs and works deeply across the ecosystem for decades. Greg Roche gives us the codes for how, as a medical device provider, you need to think very differently about how to sell to and partner with an ASC.
Watch the video now:
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