Process Frameworks to Improve Surgical Case Volumes
The Three Types of Goals
Process Goals
Definition: Specific, controllable tasks and activities aimed at improving daily performance (e.g., mastering a new surgical technique, optimizing patient triage).
Value: In healthcare, focusing on these tasks allows surgeons and their teams to take direct ownership of progress. Process goals are the foundation for sustainable growth because they are entirely within the team’s control.
Performance Goals
Definition: Metrics to surpass personal bests or professional benchmarks (e.g., increasing monthly surgical volume from 10 to 15 procedures).
Value: These goals maintain momentum and provide measurable targets for individuals and teams. However, performance goals are partially influenced by external variables (e.g., patient demand, referral networks, payer mix).
Outcome Goals
Definition: Aspirations centered on ultimate results (e.g., growing year-over-year case volume by 20%, achieving a “Center of Excellence” designation).
Value: Outcome goals drive vision and strategy. Yet, they are the least controllable, given that numerous external factors—such as competition, market conditions, and regulatory changes—can impact success.
The Common Challenge in Surgeon Conversations
Over the last several decades, I have had many dinner discussions with high-value surgeons. They follow a typical pattern where the emphasis quickly shifts to performance and outcome goals:
Surgeon Statement: “I currently perform a handful of procedures a month but want to increase to 20 procedures a month.” (Outcome Goal)
Surgeon Statement: “I recently launched an online marketing campaign, but it is not generating sufficient volume.” (Performance Goal)
Surgeon Concern: “I don’t want to change my current processes; I just want my marketing to deliver more procedures.”
Unfortunately, this focus on outcomes and performance—without a willingness to refine operational processes—frequently results in stagnation.
Many more patients are lost and fall out of the pipeline of surgery than are ever scheduled.
Focusing on Process Goals to Achieve Ten-Fold Growth
To help surgeons realize a ten-fold increase in case volume, you can guide them through a structured framework emphasizing three critical process areas:
Step 1 – Secure Buy-in on the Desired Outcome
- Surgeons must genuinely aspire to achieve a dramatic increase in case volume.
- However, spend only about 10% of your time here, as focusing too heavily on end results can overshadow the importance of daily improvements.
Step 2 – Discuss Optimal Marketing Methods
- The most effective way to reach potential surgical candidates is online.
- Encourage surgeons to refine their current digital marketing strategies to highlight disease-specific solutions rather than just their general practice.
- Again, invest only around 10% of your time here. Marketing success is complex and influenced by many factors beyond the control of the surgeon or marketing team.
Step 3 – Prioritize Process Goals
- Dedicate 80% of your time to refining the processes that foster a high-quality, efficient patient experience.
Three core process goals in particular— New Patient Triage, Targeted Surgical Patient Scheduling, and New Patient Surgical Experience—can dramatically influence case volume.
In-Depth Process Goal Development
New Patient Triage
- Rationale: Allocate a trained specialist or system to perform a comprehensive screening of potential patients before scheduling.
- Objective: Determine if patients truly need and qualify for the surgeon’s innovative procedure before scheduling.
- Impact: By controlling which patients enter the surgical pipeline, the practice can focus on those most likely to benefit.
Targeted Surgical Patient Scheduling
- Rationale: Not all patients require the highest level of specialized care. However, those who do should receive priority scheduling.
- Objective: For high-value patients, provide immediate scheduling options—same-day, next-day, or self-scheduling.
- Impact: Streamlined access improves the patient experience and accelerates case conversion.
New Patient Surgical Experience
- Rationale: Once prioritized patients arrive, deliver a specialized, concierge-style consultation.
- Objective: Conduct a focused appointment that explains the procedure, addresses patient concerns, and aims to schedule the surgery at the earliest appropriate opportunity.
- Impact: This reduces administrative roadblocks prior to scheduling, ensuring a swift consultation-to-procedure timeline.
Measuring Success: Key Questions
- Triage Efficiency: “What percentage of new patients undergo an in-depth screening prior to scheduling?”
- Scheduling Prioritization: “How many qualified patients were seen the same or next day because they matched the desired patient profile for the innovative procedure?”
- Informed Consultations: “How many patients arrive specifically to discuss a targeted procedure and are well-prepared to schedule surgery after a single consultation?”
Conclusion
A ten-fold increase in targeted surgical case volume may be challenging, but it is achievable by shifting the focus from outcomes alone to the processes that drive lasting change.
At your next meeting, initiate these critical conversations. By concentrating on **controllable** factors like patient triage, targeted scheduling, and a positive surgical consultation experience, you will empower surgeons to strengthen their practice while improving patient care.
Fire up!