2. The information contained in this document is confidential and proprietary
Introduction
AMSURG is the nationally recognized leader in the development, management and operation of outpatient
surgery centers. The company partners with more than 1,800 physicians at more than 235 outpatient
surgery centers across the United States.
Connascent has been tasked with evolving the AMSURG brand, as well as creating channel-specific
messaging.
This document develops the foundation for AMSURG positioning and messaging to key targets and
influencers. We also have created high-level messaging/themes and will show concepts of how this will
manifest itself in a variety of tactics.
We sincerely thank you for the opportunity to work with you!
August 6, 2014
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3. The information contained in this document is confidential and proprietary
Background
AMSURG is at a crossroads:
> Built on a strong foundation of physician relationships
> Messaging has been almost exclusively directed to physicians
> Market is shifting with more hospitals and health systems purchasing surgery centers
or partnering with firms like AMSURG. The company must revisit its overarching
brand story as well as channel-specific messaging
August 6, 2014
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4. The information contained in this document is confidential and proprietary
Background
Hospital/health systems are becoming bigger players and AMSURG is in the
hunt for partners:
> Hospitals have been involved in surgery center ownership for a long time but
they’ve typically been minor players; this is changing
Source: Outpatient Surgery Magazine: 9/13
> Many hospital-owned surgery centers have struggled. However, recently,
there’s been a dramatic increase in joint ventures
Source: Outpatient Surgery Magazine: 5/12
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5. The information contained in this document is confidential and proprietary
Background
The drivers behind this trend:
> Part of strategy to expand service footprint
> Desire for greater market share, leverage with payers and alignment with physicians
and the ability to react to uncertainties of healthcare reform
> Purchase surgery centers as a way to lock in physicians
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6. The information contained in this document is confidential and proprietary
Background
AMSURG is reaching out to hospitals and must consider channels such as payers as
they seize on the opportunity to manage costs by acquiring surgery centers:
> AMSURG story is compelling as the largest player in the market but must overcome
latency to hospital/health system partnerships and legacy of single specialty
“specialists”
> Messaging must position AMSURG around the competencies that differentiate us,
demonstrate how we deliver unmatched value to partners and entice both physician-
owned ASCs and hospitals to believe that we are their best advocate in a turbulent
era of change
> Must identify key pain points for each target audience and find where they intersect
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7. The information contained in this document is confidential and proprietary
Background
Why ASC management companies want to partner with hospitals/health systems:
> The motivation to partner with hospitals is similar to that of physicians’: They seek
to benefit from higher reimbursements and protect ASC center physicians from
being poached by the local health system
Source: Outpatient Surgery Magazine: 9/13
> ASCs receive on average about 58% of the reimbursement hospital departments
receive for performing the same procedures
Source: Outpatient Surgery Magazine: 3/13
August 6, 2014
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8. The information contained in this document is confidential and proprietary
Methodology
Talk.
Listen.
Question.
Learn.
Why? To understand:
Our approach includes Internal and External Listening to identify perceptions of the
brand, pain points of internal and customer stakeholders and the differentiators that
will serve as a persuasive platform to customers and prospects. Connascent also
conducted extensive secondary research to identify industry trends that confirm, and in
some cases, challenge take-a ways from Listening.
August 6, 2014
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9. The information contained in this document is confidential and proprietary
Methodology
> Group interviews with internal stakeholders
Contracting & Marketing
Operations
Operations Management
Senior Management
Department Heads
One-on-One interview with Omelio Rodriguez
One-on-One interviews with external stakeholders:
> Physician Partners
Raj Devarajan: Acton, MA (Partner for about 2 years)
Joe Murphy: Waldorf, MD (Long time partner)
Ronald Bloom: The Glen Endoscopy Center
Paul Brown: Louisville Endoscopy Center
Jeff Taylor: The Ophthalmology Group
David Rowell: Eye Care Physicians & Surgeons
Dr. Ott: Multi-Specialty
> Hospital/Healthcare Partners
Donna St. Louis: VP Ambulatory Services, BayCare Health System
Danny Reeves: Penrose-St. Francis
> Consultants
Robert Goettling: The Bloom Organization
Greg Koonsman: VMG Health
> Other
Don Calcagno: Senior VP, Operations Integration and Optimization,
Advocate Health Care
Annette Freund: Former VP, Corporate HR and Support for Navistar
Dr. Fernando Soler: United Healthcare
> Secondary research in industry publications
> Review of competitive landscape
August 6, 2014
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10. The information contained in this document is confidential and proprietary
Target Audience
Existing Customers
> Physician partners in single and multi-specialty surgery centers
> Hospital and healthcare system partners
Prospects:
> Physicians who own successful surgery centers
> Hospital and healthcare system executives considering partnering with AMSURG
on surgery centers
> Payers at the executive level who are looking to reduce costs across their network
August 6, 2014
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12. The information contained in this document is confidential and proprietary
Sample Verbatims
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EXTERNAL LISTENING
“AMSURG is best practice in their
business and best practice versus
competitors.”
EXTERNAL LISTENING
“AMSURG helped us run the center better.
They found ways to allow us to get the best
equipment, adopt new surgical techniques
and maintain the center (payroll,
regulations, purchasing, all the back end
admin stuff) while running more efficiently
and making money.”
EXTERNAL LISTENING
“Senior management team is clearly cream
of the crop in the biz. Were almost the first.
They’ve been doing it for so long.”
EXTERNAL LISTENING
“They do the strategic work to
identify the right partnership in a
particular market that will yield the
best results for all parties. They are
good at it—much better than their
competitors.”
13. The information contained in this document is confidential and proprietary
Brand Pyramid
The brand pyramid is a model through which the brand identity can be easily analysed and understood.The brand
pyramid also aids in the development of the brand strategy and devising the brand’s place in the market.
Personality
Empowers me to succeed in spite of market turbulence
Eliminates fear of regulatory missteps and loss of income
Partners have the freedom to work at the top of their potential
AMSURG has the vital competencies needed to support
and protect all aspects of the ASC
AMSURG helps successful ASCs run better
AMSURG
(Tagline goes here)
User Values
Emotional Rewards
Functional Benefits
Product Features
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15. The information contained in this document is confidential and proprietary
Brand Personality
The brand personality defines the characteristics of the brand; how it should feel.
> It should reflect the vision
> Encapsulate the personality and the capabilities of the business and
accommodates future growth
> Help AMSURG to stand out from others in the ASC management business
> Work to exemplify a new paradigm
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16. The information contained in this document is confidential and proprietary
Brand Personality
We believe that the AMSURG personality can be defined by the following attributes:
August 6, 2014
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Flexible
Leader
Exceptional
Collaborative
Experienced
Warm
Mentoring
Knowledgeable
Honest
Respected
Bold
17. The information contained in this document is confidential and proprietary
Overarching Strategy Position
AMSURG is the one ASC management firm that
offers the stability you need to navigate the
market-by-market challenges of healthcare.
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18. The information contained in this document is confidential and proprietary
Reasons to Believe
> Stability: AMSURG has a strong balance sheet; access to capital and a consistent track record as
the industry leader
> Earnings: Payout current physician owners get for the initial purchase, plus how much they stand to
earn over time with AMSURG running the ASC
> Efficiency: AMSURG makes a successful ASC run better
“AMSURG answers the questions to the problems we have; they keep our finances in order, track
our AR’s and all of our information; they’re a slick corporation and we’re part of it. AMSURG is a well-
run machine; they manage all of the industry impacts.”
> Flexibility; AMSURG analyzes each individual market; then builds and executes a business strategy
accordingly— unique in this industry
> Autonomy: AMSURG gives physicians the freedom to practice medicine their way, and continue to
run a profitable ASC
> Leadership: Quality of people at AMSURG is outstanding; recognized as an ethically-driven organization;
our people are thinkers and analysts, part of our consulting legacy
> Expertise: the AMSURG team has vital competencies such as business purchasing, regulatory
compliance, audits and reporting to support and protect all aspects of the ASC
> Reputation: AMSURG has the confidence to use every single partner in our network as a reference;
a promise unmatched in the industry
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19. The information contained in this document is confidential and proprietary
Hospital and Health System Messaging
Stability
> AMSURG’s strong balance sheet, access to capital and consistent track record as an industry leader offers the best
partner in an industry that is in a constant state of flux
Autonomy & Profitability
> AMSURG has a track record of giving physicians the freedom to practice medicine their way yet continuing to run a
profitable ASC. This speaks to our ability to manage physician needs while being fiscally responsible.
• We understand the often adversarial relationship between hospitals and physicians. However, we
know how to bridge that divide
• For example, physicians tend to want the best equipment but we always measure that against the
overarching profitability of the surgical center without compromising patient outcomes
Leadership
> AMSURG leadership stays true to our conservative business approach while evolving along with the market
Expertise
> AMSURG resources are the deepest in the industry with vital competencies such as regulatory compliance, audits
and reporting to support all aspects of the ASC
Flexibility
> Our experience tells us that there is no single formula for success. We evaluate each market and use our wealth of
resources to make the soundest decisions for each of our ASCs
• For example, we do the strategic work to identify the right partnership in a particular market that will yield the
best results for all parties. If it isn’t a good fit for all, we do not pursue
August 6, 2014
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21. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT ONE: Now you’re working with AMSURG
22. The information contained in this document is confidential and proprietary
August 6, 2014
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SUPER:
How do successful
ASCs make it work?
ANTHEM ONE:
Now you’re working with AMSURG
VOICE OVER:
No one needs to tell you healthcare is in flux
For those running ambulatory surgery centers, the challenges are daunting
Like regulatory compliance
Record keeping
And shrinking reimbursements
Let’s say you’ve decided partnership is the way to go. What’s at stake?
Your autonomy
The efficiency of your ASC
Your long-term earning capacity
So here are a few questions to consider that might help you decide
Let’s say ROI for your ASC is SOL
But what if you put a business mastermind on your team?
Now you’re working the numbers
Consider regulatory compliance; you know the perils
What if you found a champion to speak on your behalf?
Now you’re working the crowd
And profitability? It’s less predictable than ever
Unless, of course, you find an ally to run interference
Now you’re working the system
Still say the future of healthcare is uncertain?
Not if you’re collaborating with the best in the business
Now you’re working with AMSURG
23. NOW YOU’RE WORKING WITH
The information contained in this document is confidential and proprietary
August 6, 2014
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28. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT ONE RATIONALE: Now you’re working with AMSURG
Definitive. Assumptive. Message driven. This creative platform draws a line
in the sand. It positions AMSURG as the one in its category that can speak
with authenticity about the state of the industry. The messaging platform
is disruptive. This is a good thing. It serves up the reasons why physician
groups, hospitals and payers should partner with AMSURG; because we
know how to work the numbers, the crowd, the upside, the downside, the
possibilities. We can make this “work” on lots of levels.
What do AMSURG partners have to say? Things like this…
“AMSURG helped us run the center better. They
found ways to allow us to get the best equipment,
adopt new surgical techniques and maintain
the center (payroll, regulations, purchasing, all
the back end admin stuff) while running more
efficiently and making money”
29. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT TWO: Your potential at work
30. The information contained in this document is confidential and proprietary
August 6, 2014
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SUPER:
Potential has a shelf life
ANTHEM TWO:
AMSURG, your potential at work
VOICE OVER:
Anyone who has launched an ASC knows the potential
The chance to deliver efficiency and quality care at a competitive cost
But we all know healthcare is in flux
And holding onto that potential is a big job
How do you handle shrinking reimbursements?
Regulatory compliance?
And administrative duties that reduce time with patients
Now let’s say you’ve decided to partner…what’s at stake?
Your autonomy
The efficiency of your ASC
And long-term earning capacity
What if you could see a light through the darkness…
And discover a new way forward?
With a partner who ensured your autonomy
Brought cost savings and efficiency to your ASC
And made regulatory compliance their job…not yours
And what if this partner could execute a business strategy
designed for your specific marketplace…
Not force you into a cookie-cutter model?
Than you’d see something you thought you’d lost…
Your potential at work
31. The information contained in this document is confidential and proprietary
August 6, 2014
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Your potential at work
33. Your ASC at peril
Your potential at work
Your profitability at risk
Your potential at work
Your future at the turning point
Your potential at work
Your potential at work
Other headlines/imagery (From artist, Daniel Arsham)
The information contained in this document is confidential and proprietary
August 6, 2014
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34. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT TWO RATIONALE: AMSURG, your potential at work
What do physicians and others see in ASCs? Potential. That’s what so many
told us in our External Listening. Here’s an example of how one AMSURG
partner views their “potential at work thanks to AMSURG…
This creative platform has legs. It plays to the fears and aspirations of
those who seek to amplify their potential by partnering with a smart,
experienced management company; one that can demonstrate all the
ways we can improve your potential at work.
“We got a new cataract laser that is very
expensive, but with AMSURG’s financial backing,
we were able to purchase this equipment and be
the first in the region to offer it”
35. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT THREE: The way forward
36. The information contained in this document is confidential and proprietary
August 6, 2014
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SUPER:
When your ASC is spending
more time on survival and
less on patient care, it’s time
for a new way forward.
ANTHEM THREE:
AMSURG, the way forward
VOICE OVER:
No one needs to tell you healthcare is in flux
For those running ambulatory surgery centers, the challenges are daunting
Like regulatory compliance
Record keeping
And shrinking reimbursements
Let’s say you’ve decided partnership is the way to go. What’s at stake?
Your autonomy
The efficiency of your ASC
Your long-term earning capacity
What if you could see a light through the darkness?
And discover a new way forward
With a partner who ensured your autonomy
Brought cost savings and efficiency to your ASC
And made regulatory compliance their job…not yours
And what if this partner could execute a business strategy designed
for your specific marketplace…
Not force you into a cookie-cutter model?
Than you’d see something you thought you’d lost…
The way forward
41. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT THREE RATIONALE: AMSURG, the way forward
AMSURG partners say it best…
In light of the ongoing changes to healthcare, everyone is looking for a
way forward. This brand platform is a powerful way to get that message
across. And, by leveraging partner quotes from our External Listening we
can add credibility throughout communication tactics.
“We were a very successful center that had
accomplished our original mission and vision.
The new regulatory environment and competitive
environment could have knocked us off the map.
We chose AMSURG. They do the strategic work to
identify the right partnership in a particular market
that will yield the best results for all parties. They
are good at it—much better than their competitors”
42. The information contained in this document is confidential and proprietary
August 6, 2014
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Friction between hospitals and physicians
is the nature of the beast. Physicians view
hospitals as a massive bureaucracy that
inhibits their ability to perform efficiently.
Hospitals keep a sharp eye on expenses
and fight an ongoing battle with physicians
over technology needs, staffing and
scheduling. This contentious relationship
can be exasperated when both parties
partner in the ownership of an ASC.
“Surgical services account for about two-fifths of hospital
expenses and more than two-thirds of hospital income. At issue
are poor relations between hospitals and surgeons. Surgeons
have reputation for demanding best technology, easy access
and excessive staff support with no regard for cost.”
A Formula For Success
When hospitals accept the dynamics at play, they can bridge the
gap between physicians and themselves. Physician engagement
is critical—particularly if they feel that they have a voice in
key decisions that impact how they perceive they’ll be able to
practice in this new partnership.
“Acquiring an ambulatory surgery center and converting it to an
outpatient department might bring a boost in reimbursement.
But purchasing a portion of the center and operating it with
physicians as a joint venture may be a better way to keep
physicians engaged, and therefore aligned, with the hospital’s
interests.”
Forming a three-way partnership with an ASC management
firm can satisfy the needs of both hospitals and physicians. With
experience in the mechanics of running an ASC, a management
firm can establish efficiencies without compromising on
outcomes or profitability.
“Via a partnership with a management firm hospitals can
support the acquisition (and physician partners) by conducting
a thorough review of existing surgical cases; and identify
procedures currently being performed in main ORs that may
be more appropriately performed in the center, freeing up
valuable operating room space for higher reimbursing inpatient
surgeries.”
To stay in tune with the industry,
go to forward.amsurg.com
ASCs are from Venus;
Hospitals are from Mars.
Can they live together?
The healthcare landscape dictates that they must
The way forward
Here is an example of a subject matter
expert (SME) article. We recommend a
one-page format that addresses channel-
specific concerns. Articles can by authored
by AMSURG professionals and partners.
Content can be posted on the AMSURG
blog, sent via email blast and shared with
LinkedIn contacts..
SME Piece
43. The information contained in this document is confidential and proprietary
August 6, 2014
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Think you have to sell your
soul to keep your ASC?
Think again.
www.amsurg.com
No one needs to tell you
healthcare is in flux
For those running ambulatory surgery
centers, the challenges are daunting
Like regulatory compliance, record keeping
and shrinking reimbursements
Let’s say you’ve decided partnership is
the way to go. What’s at stake?
• Your autonomy
• The efficiency of your ASC
• Your long-term earning capacity
Let’s say you’re considering a partnership.
Here are the questions
you need to answer:
Can your partner make regulatory
compliance their job; not yours?
Can they ensure profitability by making
your ASC more efficient?
Can they execute a business strategy for
your specific marketplace?
Our partners say it best:
ON AUTONOMY:
“AMSURG gives physicians the freedom to practice
medicine their way, and continue to run a profitable ASC.”
ON EFFICIENCY:
“AMSURG answers the questions to the problems we have;
they keep our finances in order, track our AR’s and all of
our information; they’re a slick corporation and we’re part
of it. AMSURG is a well run machine; they manage all of
the industry impacts.”
ON CREDENTIALS:
“The AMSURG team has vital competencies such as
business purchasing, regulatory compliance, audits and
reporting to support and protect all aspects of the ASC.”
ON FLEXIBILITY:
“AMSURG analyzes each individual market, then builds
and executes a business strategy accordingly; that’s
unique in this industry.”
Want to save your autonomy, improve profitability, stay compliant
and run your ASC efficiently, without giving up your soul?
Call Todd Lunsford (at home)
today.1-800-000-0000
Now you’re working with AMSURG
REIMBURSEMENTS
STRATEGIES
REGULATORY COMPLIANCE
SUPPORT
THE RIGHT MODEL
FOR YOUR MARKET
This piece leverages customer verbatims
from the Listening research. The headlines
are disruptive, aimed at addressing fear or
indecision on the part of prospects. Rather
than telling prospects why we are the best
partner, our customers make the case
for AMSURG.
Opinion Piece
44. The information contained in this document is confidential and proprietary
August 6, 2014
Page 44
Microsite When you’re spending more time on survival and
less on patient care, it’s time for a new way forward.
About ASC Efficiency Tips ASC Profitability Regulatory Updates New Products ASC of the month LOGINS
LOGIN TRENDING NOW
Top 5 regulatory missteps
that could result in an audit.
Facte intemperios ta, conis it.
Ex sidi te por loculi, P. Go villes end
am sente conscere, atum actore
Read more >
How to maximize your
reimbursements.
Facte intemperios ta, conis it.
Ex sidi te por loculi, P. Go villes end
am sente conscere, atum actore
Read more >
Managing an ACE; why
the individual market
model is best.
Facte intemperios ta, conis it.
Ex sidi te por loculi, P. Go villes end
am sente conscere, atum actore
Read more >
More stories >
Physicians
Learn more >
More videos>
More videos>
Hospitals
Learn more >
Video: The way forward
Videos: Webinar series
SURVEY
ACS’s will profit
from transparency.
YES
NO
SUBMIT
45. Creative Platforms
for Hospitals and Health Systems
The information contained in this document is confidential and proprietary
August 6, 2014
Page 45
46. CONCEPT ONE: Now you’re working with AMSURG
The information contained in this document is confidential and proprietary
August 6, 2014
Page 46
47. The information contained in this document is confidential and proprietary
August 6, 2014
Page 47
SUPER:
How do successful
ASCs make it work?
ANTHEM ONE:
Now you’re working with AMSURG VOICE OVER:
No one needs to tell you healthcare is in flux
For hospitals, the challenges are daunting
Like shrinking profits
Lower reimbursements
And loss of income to ASCs
Let’s say you’ve decided partnership is the way to go. What’s at stake?
Efficiency
Long-term earning capacity
Patient referrals and payer dollars
Here are a few things to consider that might help you decide…
Loss of surgery income is a downside for hospitals
But what if you found an expert on the business of surgery?
Now you’re working the upside
And profitability? For hospitals, it’s a challenge
Unless you find an ally who has the right solutions
Now you’re working your strength
Still say the future of healthcare is uncertain?
Not if you’re collaborating with the best in the business
Now you’re working with AMSURG
51. CONCEPT TWO: Potential at work
The information contained in this document is confidential and proprietary
August 6, 2014
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52. The information contained in this document is confidential and proprietary
August 6, 2014
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SUPER:
Potential has a shelf life
ANTHEM TWO:
AMSURG, potential at work
VOICE OVER:
Anyone who understands ASCs knows their potential
The chance to deliver efficiency and quality care at a competitive cost
But turning potential into profit is a big job
How do you handle shrinking reimbursements?
Convince physicians you have their back?
And ensure the ASC remains profitable?
Let’s say you’ve decided to partner…what’s to be gained?
Business efficiencies
Patient referrals and payer dollars
Long-term earning capacity
And if this partner comes with a track record of success
Can execute a strategy designed for your specific marketplace
And not force you into a cookie-cutter model?
Then you’d see something great,
Potential at work
54. The information contained in this document is confidential and proprietary
August 6, 2014
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CONCEPT THREE: The way forward
55. The information contained in this document is confidential and proprietary
August 6, 2014
Page 55
SUPER:
No one needs to tell you
healthcare is in flux.
ANTHEM THREE:
AMSURG, the way forward
VOICE OVER:
For health systems, the challenges are daunting
Like bad debt
Increasing cost for staff and supplies
And shrinking reimbursements
Let’s say you’ve decided owning an ASC is the way to go. What’s at stake?
The efficiency of the ASC
It’s long-term earning capacity
Patient referrals and payer dollars
What if you had a partner that could help you mitigate financial challenges?
One with a history of managing ASCs profitably
And what if this partner could execute a business strategy designed for
your specific marketplace…
Not force you into a cookie-cutter model?
Than you’d see something you thought you’d lost…
The way forward
58. The information contained in this document is confidential and proprietary
August 6, 2014
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Headlines
If owning an ASC is your goal,
profitability needs to be part of the plan.
If an ASC means financial promise,
know how to navigate your way to success.
If financial challenges are the problem,
a well-run ASC can be the solution.
59. The information contained in this document is confidential and proprietary
August 6, 2014
Page 59
Thank You
