Relying on word-of-mouth to cultivate awareness is not enough to establish and build reputation among potential patients in today’s competitive healthcare marketplace. Patients are using various means to shop for and select their care providers, and it is helpful to have a marketing program that connects with people as they consider options. Since marketing traditionally has not been a priority for healthcare organizations, an ASC might not know where to begin as it looks to cost-effectively generate interest without overburdening staff. Consider these tips for getting started.