Ensuring ambulatory care centers provide accessible, convenient care to the community is of paramount importance for healthcare organizations. A well-planned variety of services tailored to unique population dynamics, market trends, and consumer preferences can do just that — driving patient volume and enabling these facilities to effectively (and profitably) serve their communities.
In this article, we explore the key considerations and strategies for determining the optimal complement of healthcare services so your new medical outpatient building can find sustainable success.
1. Assess the market and population in your ambulatory care center’s service area
The first step in determining the optimal service mix for your ambulatory care center is to conduct a primary service area and market assessment.
This evaluation serves as the foundation for understanding the healthcare needs of the community you aim to serve. Use the following strategies to identify potential gaps in existing services — gaps your healthcare facility can strategically fill.
Analyze demographic data
Start by examining the current population demographics within your new ambulatory care center’s service area. This data will provide valuable insights into the age distribution, socioeconomic factors, and cultural characteristics of local residents. By understanding these demographics, you can better anticipate the types of healthcare services that will be in demand and tailor your offerings accordingly.
Project population growth
In addition to the current population, it is crucial to forecast where growth or potential population shifts may occur. These projections will help you anticipate emerging healthcare needs and ensure your ambulatory care center is well-positioned to meet the evolving demands of the community over time.
Expanding your health system into the right areas also allows you to get ahead of the competition and gain valuable market share before other providers can establish a foothold.
Assess healthcare service utilization
Another critical component of your assessment is to examine the healthcare services the local population currently utilizes, where they access the services,and how frequently. This information will shed light on potential gaps or oversaturation in specific areas of care, enabling you to make informed decisions about which services to incorporate into your ambulatory care center.
Conduct a supply and demand analysis
By combining the demographic data, population projections, and service utilization patterns, you can perform a comprehensive supply and demand analysis. This analysis will reveal the existing providers and services available in the market and pinpoint any unmet healthcare needs among the local population.
2. Take advantage of healthcare industry benchmark data
Healthcare actuarial groups collect and analyze data on healthcare service utilization. By accessing this benchmark data, you can review detailed information on which services different age groups, genders, and other cohorts are consuming.
For example, actuarial data might reveal females between the ages of 30 and 40 in your service area have a high demand for obstetrics and gynecology (OBGYN) services, with a significant volume of visits recorded. Armed with this knowledge, you can consider including OBGYN services as a key component of your ambulatory care center’s offerings.
Integrate actuarial and demographic data
By layering the actuarial data on top of demographics, you can gain a comprehensive understanding of the number of healthcare visits your community is likely to generate for each service/specialty type.
This data-driven approach enables you to identify existing services in the market and again pinpoint any gaps or unmet needs, then serve those needs with your new medical outpatient building.
3. Plan the service mix for your outpatient facility
Once you have gathered and analyzed the necessary data, it’s time to thoughtfully plan the service mix for your ambulatory care center.
Create a cohesive service offering
It is essential to consider how different specialities will complement each other. By offering a cohesive collection of services, you can create a convenient, one-stop-shop experience for patients, increasing the likelihood they will choose your facility over others.
For example, if your market assessment indicates a large, young population with many families, it may be wise to establish pediatrics as your primary care service. You can then complement this with specialist services that align well with pediatric care, such as radiology, pharmacy, and ear, nose, and throat (ENT) specialists.
This integrated approach not only meets the community’s needs but also facilitates a seamless patient experience, with all necessary services conveniently located under one roof
Ensure efficiency, effectiveness, and convenience
To meet these expectations, consider implementing features such as ample parking facilities located close to the building and the ability for patients to receive multiple services in a single visit. For instance, patients referred for bloodwork by their primary care physician should be able to complete those tests within the same facility on the same day, without the need for additional travel or appointments. Designing efficient workspaces for providers combined with effective scheduling reduces or eliminates wait times which is very important to healthcare consumers in ambulatory settings.
By prioritizing convenience and creating a seamless patient experience, you not only cater to consumer preferences but also increase the likelihood of attracting and retaining patients within your healthcare network.
The importance of primary care in ambulatory care centers
The primary care feeder and care partner
Specialists rely heavily on referrals from primary care physicians to sustain their patient volumes. By establishing a solid primary care base within your ambulatory care center, you create a built-in feeder system that channels patients to the specialists you have on staff. In turn, the specialists provide steady revenue with their higher-cost services. For many conditions as well as preventative care, primary care and specialists working together to manage patients nets the best outcomes.
Keeping patients within your healthcare network
Beyond the financial implications, a strong primary care presence within your ambulatory care center also facilitates patient retention and loyalty. When patients can receive comprehensive care within a single, integrated facility, they are less likely to seek services from competing healthcare providers.
By keeping patients within your healthcare network, you not only enhance their overall experience but also increase the likelihood of capturing additional revenue streams through follow-up visits, ancillary services, and referrals to other specialists within your system.
Moreover, providers themselves prefer working in a one-stop-shop environment, where all relevant services are conveniently located under one roof. This setup allows for seamless collaboration and coordination of care, ultimately benefiting both the healthcare professionals and the patients they serve.
As you embark on designing your ambulatory care center’s service mix, remember that primary care is the foundation upon which your entire operation will rest. By prioritizing these essential services, you establish a solid base that supports the success of your specialists, facilitates patient retention, and positions your facility for long-term growth and profitability.
Physician recruitment expertise
Even after meticulously selecting the ideal mix of services for your ambulatory care center, there remains a crucial component to address: ensuring you have the necessary physicians and healthcare providers to deliver those services effectively. Without the right clinical talent on board, your facility’s potential for success may be hindered.
Our deep understanding of the healthcare industry, combined with our extensive network of clinical professionals, including private practice doctors, positions us to identify and attract top talent that aligns with your specific needs. Whether you require primary care providers to serve as the foundation of your ambulatory care center or specialists to complement your existing offerings, we can help you navigate the recruitment process efficiently and effectively.
Achieving success in ambulatory care centers
By conducting thorough market assessments and crafting a complementary bundle of services, healthcare executives can create profitable and sustainable outpatient facilities that meet the unique needs of their communities.
Safeguard your development of a convenient outpatient facility with an experienced partner on your side. NexCore is here to analyze market data for you and advise on service selection. Please reach out.
Written by: Carolyn Wilson, Chief Operating Officer and Kristen Neumann, SVP, Leasing