Reframing the ASC Advantage: From Hospital Alternative to Patient’s First Choice
I recently attended Becker’s 22nd Annual Spine, Orthopedic and Pain Management-Driven ASC + The Future of Spine Conference in Chicago. Surrounded by over 750 industry leaders at the Swissotel, I absorbed numerous presentations, panel discussions, and took part in hallway conversations that provided an insider’s perspective on the ASC industry.
My takeaway was clear: Ambulatory Surgical Centers need to communicate their distinct advantages to help patients understand why ASCs should be their first choice for procedures and surgical care, rather than defaulting to the familiar option of hospitals.
The Independence Advantage
The opening panel, “Can Orthopedic and Spine ASCs Remain Independent?” sparked widespread discussion about the pressures of consolidation. Yet, as everyone around me talked “financial strategy” and “operational efficiency”, I was struck by the conversation I didn’t hear – how independent ASCs can leverage their greatest asset – personalized, physician-owned care.
Large health systems may have large marketing budgets, but independent ASCs possess something that can’t be budgeted for or bought – authentic relationships with their patients and communities. This is a powerful point of difference, as large hospital systems can make patients feel like a number. Patients want to know their surgeon has ownership in the center where they have surgery and a stake in their community. This is a story that must be told better.
64%
of ASCs are physician-owned, giving surgeons “skin in the game.”
(Source: NLM,PMC)
87.4 %
of patients would recommend ASCs over HOPDs for personalized care.
(Source: Leapfrog)
The Tech Opportunity
Session after session highlighted AI integration, robotic-assisted surgery, and breakthrough technologies transforming the ASC field. What excited me most wasn’t just the innovation itself, but the marketing opportunity it represents.
ASCs are often early adopters of new technologies precisely because they’re nimble and can move faster than large hospital systems. Procedures that once required hospital stays can now be performed in comfortable, convenient outpatient settings, and technology plays a significant role in this. Yet somehow, many patients still think of ASCs as “lesser than” hospitals rather than “more advanced than” hospitals.
This is a messaging problem, not a capability one, and yet another example of what was to become a theme: the untold or under-told stories of ASCs.
The Convenience Factor
During a panel discussion, one surgeon perfectly captured the patient experience difference: patients avoid “parking in huge parking lots, catching shuttles to hospitals, going through complex registration systems” when they choose ASCs instead.
Consider this for a moment. At an ASC, patients park right at the front door, check in on a single floor, and sleep comfortably in their own beds that same night. Meanwhile, hospital patients navigate massive complexes, wait in crowded departments, and face unpredictable delays due to emergency situations.
This convenience story practically sells itself—IF we actually tell it.
The Numbers Don’t Lie
Perhaps the most compelling revelation was the safety data. ASCs have roughly half the surgical site infection rate of hospitals (4.8 per 1,000 versus 8.95 per 1,000). That’s not a typo: ASCs are twice as safe as hospitals for many procedures.
Why? Because ASCs screen patients carefully, maintain specialized environments, and don’t expose surgical patients to the various infections that circulate through general hospital populations.
Yet how many ASC websites prominently feature these safety advantages? How many patient education materials lead with infection prevention?
The ASC industry is sitting on powerful data that could influence patient decisions, yet patients are largely unaware of it. This has to change.
The Specialization Story
The most profound insight came from discussions about ASCs’ specialized focus. Far more than simply “alternatives to hospitals”—ASCs are centers of excellence and expertise where surgeons perform the same procedures consistently, staff specialize in specific types of surgery, and all protocols are optimized for maximum efficiency.
When a patient needs knee replacement surgery, do they prefer the orthopedic surgeon who performs two knee replacements per week alongside other procedures, or the one who does fifteen knee replacements weekly in a center designed specifically for joint replacement?
The answer is obvious, and it must be made obvious to potential patients.
The Path Forward
This conference reinforced that ASCs represent the future of surgical care by providing superior convenience, safety, and specialized expertise at lower costs. The challenges ASCs face are not operational—they’re educational.
The shift from “hospital alternatives” to “the preferred choice for informed patients who value quality, convenience, and personalized care” has the power to energize the industry. It’s a big story, and with the right storyteller, it can transform everything.
The conversations I had in Chicago reminded me why I’m passionate about this industry. The ASC advantage is real—it’s not spin, but a genuine story of trust, safety, and specialization. Werremeyer is here to amplify that advantage by positioning your center as the preferred choice while driving referral growth, attracting top physicians, and leveraging digital strategies that deliver results.
Turn your ASC’s strengths into measurable growth!