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Case Study : The Canary Group

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Throughout the industry of outpatient surgery, there have been many changes in our country’s health care and economy. These changes have increased the challenges of improving or upgrading operations, improving quality and satisfaction, accumulating revenue, coping with ever-changing competition as well as completing business and professional goals (Gandolf, 2010).
The Canary Group Ambulatory Surgery Center will be an outpatient surgical center which aims to maintain a comprehensive marketing effort to ensure the greatest visibility in the business targeted market. An overview of the company’s objectives and marketing strategies are listed below.
Marketing Objectives
• Maintain and remain a moderate marketing presence in the community
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Patients that have low-moderate incomes or Medicare benefits that require lower costs will be a great part of the target group. The Federated Ambulatory Surgery Association (FASA), state that the top three specialty surgical services are ophthalmology (30%), orthopedic surgery (15%) and gastroenterology (14%). Therefore, the ASC marketing plans will include obtaining business from these physicians for patient referrals (Dyrda, 2013).
Marketing Methods Strategies
Internal marketing
Establish and maintain a business rapport with internal stakeholders (staff, physicians, patients and payers).
Branding
The Canary Group ASC will

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