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Generated Oct 23, 2026
  1. Programmable
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  3. Surgery Partners
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growth playbook · Oct 23, 2026

surgerypartners.com (opens in a new tab)

Surgery Partners growth playbook

Diagnosis

Surgery Partners grows when physicians bring more cases to its facilities, and its hiring says so: a Senior Director of Business Growth Operations to run Salesforce and Trilliant, business development hires told to win back "splitter" physicians, and Market CEOs measured on case volume and mix.

Same-facility cases rose only 0.3% in the second quarter, so physician growth is the lever. The website does not yet serve that work: physician inquiries go into stand-alone pop-up forms, the partnerships page offers only an email address, careers are split across two job boards, the footer location button is broken and physician content paused for almost two years.

This playbook routes physician interest into Salesforce first, then builds splitter lists, market dashboards, service-line kits and peer-led recruiting. Any patient-facing or clinical copy goes through clinical and compliance review.

Growth Score

6/10

Biggest Opportunity

Turn the 5,000-physician network and the new growth-operations team into a measured physician pipeline: routed inquiries, splitter lists and peer proof.

Biggest Risk

Competing operators such as USPI, SCA Health and AMSURG court the same physicians and health systems; flat case growth leaves results dependent on price per case.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Send every physician inquiry straight into Salesforce, routed to the right market within a day

    Count last quarter's submissions from both pop-ups and how long each waited for a reply.

    High impact First result in 1 month
  2. 2

    Point the footer "Find a location" button at the working finder, and publish a sitemap

    Add a redirect from /locations to /facilities.

    Medium impact First result in 1 week
  3. 3

    Finish the move to one job board, so nurses and physicians see every opening in one place

    List the roles still only on the old board.

    High impact First result in 1 month

02

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 2Big bets · 9Fill-ins · 6Reconsider · 5
Effort →

Showing 22 of 22 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Surgery Partners is hiring a growth-operations leader to run Salesforce and Trilliant and a business development team measured on physician volume. But the two physician forms on its own Physicians page are stand-alone pop-ups (one for ownership, one for opportunities) that collect a name, contact details and an NPI, with no specialty, market or "where do you operate today" question, and the partnerships page offers only an email address. The warmest physician leads the company gets start outside the system the new team will manage.

    High impactLow effort First result in 1 month Senior Director

    First action

    Count last quarter's submissions from both pop-ups and how long each waited for a reply.

    How to measure it

    Inquiries worked in Salesforce within 1 business day

    Now
    –
    Target
    90%
    By
    60 days

    Steps

    1. 1

      Measure today

      Submissions per month from each form and time to first contact.

      Senior Director, Business Growth Operations 2 days

    2. 2

      Map the fields

      Form fields to Salesforce lead fields, plus market and audience.

      Salesforce Administrator 2 days

    3. 3

      Add NPI lookup

      Specialty and practice address from the public NPI registry.

      Salesforce Administrator 1 week

    4. 4

      Set routing

      Assign by state and specialty to the market BD owner.

      Senior Director, Business Growth Operations 2 days

    5. 5

      Add two questions

      Where they operate today; which model interests them.

      Marketing Director 1 day

    6. 6

      Replace the email

      Routed form on the partnerships page.

      Digital Marketing Manager 2 days

    7. 7

      Report weekly

      Inquiries, response time and meetings by market.

      Senior Director, Business Growth Operations weekly

    First result
    1 month
    Cost
    Staff time and form integration
    Owner
    Senior Director, Business Growth Operations

    Smallest test

    Route one month of submissions by hand into Salesforce and track response time.

    Why it works

    Connect both pop-up forms (or replace them) so each submission creates a Salesforce lead, looks up specialty and practice address from the NPI the physician already enters, and assigns it to the market business development owner with a one-business-day follow-up task. Add two optional questions: where they operate today and which partnership model interests them. Replace the partnerships email with the same routed form, tagged by audience (practice, ASC, hospital, health system).

    Physicians who raise their hand are the cheapest growth Surgery Partners can get, and speed and context decide whether the conversation happens. Routing also gives the growth team a measured inbound pipeline to report on.

    Ready to use

    ChecklistPhysician inquiry routing checklist

    [ ] Both pop-ups create Salesforce leads
    [ ] NPI lookup fills specialty and practice address
    [ ] Market and audience assigned automatically
    [ ] One-business-day follow-up task
    [ ] Partnerships email replaced by routed form
    [ ] Weekly report by market

    Risks and how to handle them

    • Privacy of physician data

      Keep the forms on the existing consent wording and review with compliance.

    • Too many low-fit leads

      Score by specialty and distance to a facility before routing.

    Evidence

    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
    • HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
    • HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
    • Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source
  • 02

    The footer of every page carries a dark "Find a location" button that links to /locations, which returns a 404. The working finder lives at /facilities. The site also has no sitemap.xml, so search engines get no list of its pages.

    Medium impactLow effort First result in 1 week Digital Marketing Manager

    First action

    Add a redirect from /locations to /facilities.

    How to measure it

    Broken internal links

    Now
    –
    Target
    0
    By
    2 weeks

    Steps

    1. 1

      Add redirect

      /locations to /facilities.

      Digital Marketing Manager 1 hour

    2. 2

      Fix the link

      Footer button URL.

      Digital Marketing Manager 1 hour

    3. 3

      Enable sitemap

      Drupal sitemap module.

      Digital Marketing Manager 2 hours

    4. 4

      Submit

      Search Console.

      Digital Marketing Manager 1 hour

    5. 5

      Link check

      Monthly crawl for 404s.

      Digital Marketing Manager monthly

    6. 6

      Track

      Finder visits from the footer.

      Digital Marketing Manager monthly

    First result
    1 week
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Fix the redirect today.

    Why it works

    Redirect /locations to /facilities (and fix the link), turn on Drupal's sitemap module, submit it in Search Console, and add a monthly link check.

    Patients, physicians and job seekers who look for a nearby facility from the footer currently hit a dead end; the fix is minutes of work.

    Risks and how to handle them

    • Other old paths

      Check analytics for other 404s and redirect them too.

    Evidence

    • Your websiteSite checks on October 22, 2026: the dark "Find a location" button in the footer of every page links to /locations, which returned 404 on two fetches minutes apart (the working finder is /facilities, which lists facilities with links out to about 250 separate facility websites, some still on http). /sitemap.xml returns 404, the homepage has no H1 or social share image, and the homepage, physician and careers pages share one meta description.Source
  • 03

    The careers page asks candidates to check two job sites during a platform change, with the Greenhouse list labelled "as of 9/14/2026", and physician roles still point to the UltiPro board. Surgery Partners has 87 open roles on Greenhouse, mostly nurses and technicians, and candidates who see an old, split list drop off.

    High impactLow effort First result in 1 month Recruiter Healthcare

    First action

    List the roles still only on the old board.

    How to measure it

    Applications per role

    Now
    –
    Target
    +20%
    By
    90 days

    Steps

    1. 1

      Inventory

      Roles on each board.

      Recruiter - Healthcare 2 days

    2. 2

      Move roles

      To one board.

      Talent Acquisition Manager 2 weeks

    3. 3

      Update links

      Careers, Physicians and navigation.

      Digital Marketing Manager 1 day

    4. 4

      Redirect

      Old board links.

      HRIS Analyst 1 day

    5. 5

      Add search

      By facility and role family.

      Digital Marketing Manager 1 week

    6. 6

      Measure

      Applications per role by source.

      Recruiter - Healthcare monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Recruiter Healthcare

    Smallest test

    Move the physician links first.

    Why it works

    Set a cut-over date, move remaining roles to one board, update the careers, Physicians and main navigation links, redirect the old board, and add a facility and role search on the careers page. Remove the "as of" wording once it is done.

    Nursing and technician hiring is the largest hiring need, and a single current list is the simplest way to lift applications.

    Risks and how to handle them

    • Physician roles need a different flow

      Keep a physician filter with the recruitment team's contact.

    Evidence

    • Your websiteCareers page: "We're in the process of implementing a new recruitment platform to better serve our candidates. During this transition, please access both sites to review all open positions", with one button to the UltiPro board and one to "corporate openings and ASC openings as of 9/14/2026" on Greenhouse; it cites a 2024 Becker's "150 Top Places to Work in Healthcare" award and a job-scam alert.Source
    • HiringThe Greenhouse board lists 87 open roles (checked October 22, 2026), mostly nurses, surgical and GI technicians and front-desk staff across facilities; a corporate Recruiter - Healthcare (posted September 25) sources "through networking, social media and other tactics". A Pre Service Representative (posted October 12) explains financial responsibility and "provides Good Faith Estimates in compliance with the No Surprises Act".Source
    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
  • 04

    The business development role is told to prioritize "splitter" physicians who use competing facilities, and the growth-operations leader will run Salesforce and Trilliant. Same-facility cases rose only 0.3% in the second quarter, so volume from existing partners is the lever.

    High impactMedium effort First result in 1 quarter Associate Director of Busines…

    First action

    Pull last quarter's case counts by physician for one market.

    How to measure it

    Same-facility cases in pilot markets

    Now
    –
    Target
    +3%
    By
    2 quarters

    Steps

    1. 1

      Define a splitter

      Volume threshold and data source.

      Senior Director, Business Growth Operations 1 week

    2. 2

      Build the list

      Salesforce report with Trilliant estimates.

      Salesforce Administrator 1 week

    3. 3

      Pick five

      Per BD owner each week.

      Associate Director of Business Development weekly

    4. 4

      Log reasons

      Block time, equipment, payer, scheduling.

      Associate Director of Business Development weekly

    5. 5

      Fix with facilities

      Agree actions with administrators.

      Market CEO monthly

    6. 6

      Review

      Case change per physician.

      Analyst, Operational Excellence monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Associate Director of Business Development

    Smallest test

    Run the list in one market for a month.

    Why it works

    Build one weekly list per market: affiliated physicians, their cases at Surgery Partners facilities, their estimated volume elsewhere from Trilliant data, and the gap. Each BD owner picks five to visit, logs the reason they split (block time, equipment, payer, scheduling) and the fix agreed with the facility.

    Moving a share of existing partners' cases is faster than recruiting new physicians, and the logged reasons show facility leaders what to fix.

    Risks and how to handle them

    • Physicians feel pressured

      Lead with what the facility can fix for them.

    • Estimates are rough

      Use ranges and confirm in conversation.

    Evidence

    • HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
    • HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
    • Investor relationsSecond quarter 2026 (reported August 10, 2026): revenue up 2.7% to $848.9 million; same-facility revenue up 5.0%, with revenue per case up 4.8% and same-facility cases up 0.3%; full-year revenue guidance of $3.35 to $3.45 billion and Adjusted EBITDA of at least $530 million.Source
  • 05

    The homepage has no H1 or social share image, and the homepage, physician and careers pages share one generic description. When a physician or candidate shares a link or searches, every page looks the same.

    Medium impactLow effort First result in 2 weeks Digital Marketing Manager

    First action

    Rewrite the Physicians page title and description.

    How to measure it

    Search click-through

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      List pages

      Five key pages.

      Digital Marketing Manager 1 hour

    2. 2

      Write copy

      Titles, descriptions, H1s.

      Marketing Director 1 day

    3. 3

      Design image

      Share image.

      Marketing Director 2 days

    4. 4

      Publish

      Drupal metatag settings.

      Digital Marketing Manager 1 day

    5. 5

      Check previews

      LinkedIn and messaging apps.

      Digital Marketing Manager 1 hour

    6. 6

      Measure

      Search Console click-through.

      Digital Marketing Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Change the Physicians page today.

    Why it works

    Write a specific H1, title and description for the homepage, Physicians, Partnerships, Careers and Locations pages, add a branded share image, and check previews in LinkedIn and messaging apps.

    Physician recruiting and hiring links are shared constantly; specific previews raise clicks and search visibility.

    Risks and how to handle them

    • Copy drifts from approved messaging

      Have marketing approve each line.

    Evidence

    • Your websiteSite checks on October 22, 2026: the dark "Find a location" button in the footer of every page links to /locations, which returned 404 on two fetches minutes apart (the working finder is /facilities, which lists facilities with links out to about 250 separate facility websites, some still on http). /sitemap.xml returns 404, the homepage has no H1 or social share image, and the homepage, physician and careers pages share one meta description.Source
    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
  • 06

    The Partnerships page quotes two partner physicians, but the Physicians page, where ownership and career inquiries start, has numbers and no voices. Peer proof is what physicians trust most.

    Medium impactLow effort First result in 1 month Marketing Director

    First action

    Ask the two quoted physicians to expand their quotes.

    How to measure it

    Physicians page inquiries

    Now
    –
    Target
    +25%
    By
    90 days

    Steps

    1. 1

      Pick physicians

      One per partnership model.

      Divisional Director of Business Development 1 week

    2. 2

      Interview

      20 minutes each.

      Marketing Director 2 weeks

    3. 3

      Write

      Short stories with photos.

      Marketing Director 1 week

    4. 4

      Approve

      Physician and compliance review.

      Compliance Officer 1 week

    5. 5

      Publish

      On the Physicians page.

      Digital Marketing Manager 1 day

    6. 6

      Use in outreach

      BD follow-up emails.

      Associate Director of Business Development ongoing

    First result
    1 month
    Cost
    Staff time only
    Owner
    Marketing Director

    Smallest test

    Publish one story.

    Why it works

    Add three short partner stories to the Physicians page, one for each model (joint venture, employment, practice affiliation): why they joined, what changed in their practice, in their own words. Approve each with the physician and compliance.

    Seeing a peer in the same model makes the next step feel safe.

    Risks and how to handle them

    • Statements read as inducements

      Keep stories about practice experience, reviewed by compliance.

    Evidence

    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
    • Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source

This quarter 9

The core plays for the next three months.

  • 07

    Market CEOs are measured on case mix, case volume and revenue growth per facility, and run monthly business reviews. The growth-operations leader is asked to build the reporting and governance for growth.

    High impactMedium effort First result in 1 quarter Market CEO

    First action

    Agree the six measures with one Market CEO.

    How to measure it

    Markets reviewing it monthly

    Now
    –
    Target
    All
    By
    2 quarters

    Steps

    1. 1

      Pick measures

      Six measures.

      Senior Director, Business Growth Operations 2 weeks

    2. 2

      Join data

      Case, Salesforce and Trilliant data.

      Data Engineer 1 month

    3. 3

      Build

      One market first.

      Analyst, Operational Excellence 1 month

    4. 4

      Use

      In the monthly business review.

      Market CEO monthly

    5. 5

      Roll out

      All markets.

      Senior Director, Business Growth Operations 1 quarter

    6. 6

      Refine

      Based on feedback.

      Analyst, Operational Excellence quarterly

    First result
    1 quarter
    Cost
    Analyst time
    Owner
    Market CEO

    Smallest test

    Build it in a spreadsheet for one market.

    Why it works

    Give each market one dashboard: cases by facility and service line, new and lapsed physicians, splitter share, BD pipeline from Salesforce and de novo progress. Use it in the monthly business review with administrators.

    Shared numbers turn physician growth from anecdote into a managed process across 300+ locations.

    Risks and how to handle them

    • Data disputes

      Document sources and definitions on the dashboard.

    Evidence

    • HiringMarket CEO, Florida (posted October 1, 2026): primary outcome "Grow region revenue & AEBITDA"; KPIs are "Case Mix (Service line & Acuity)", "Case Volume and Net Revenue Growth per facility" and "Local De Novo Openings/M&A expansion vs. Plan"; examples include "grow new service lines", "onboarding playbooks" and handling "discontented physicians".Source
    • HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
    • Investor relationsSecond quarter 2026 (reported August 10, 2026): revenue up 2.7% to $848.9 million; same-facility revenue up 5.0%, with revenue per case up 4.8% and same-facility cases up 0.3%; full-year revenue guidance of $3.35 to $3.45 billion and Adjusted EBITDA of at least $530 million.Source
  • 08

    Market CEOs are asked to grow new service lines, and the site's own articles cover total joints, spine, cardiology and nephrology moving to ASCs. Each launch currently starts from scratch.

    High impactMedium effort First result in 2 quarters Divisional Director of Busine…

    First action

    Pick the next service line launch and draft its kit.

    How to measure it

    Time to first 50 cases

    Now
    –
    Target
    -25%
    By
    2 quarters

    Steps

    1. 1

      Pick a line

      Next planned launch.

      Market CEO 1 week

    2. 2

      Draft materials

      One-pager, checklist, payer summary.

      Marketing Director 1 month

    3. 3

      Review

      Clinical and compliance.

      Compliance Officer 2 weeks

    4. 4

      Build outreach list

      Target physicians by specialty.

      Associate Director of Business Development 2 weeks

    5. 5

      Launch

      Announcement and visits.

      Divisional Director of Business Development 1 month

    6. 6

      Reuse

      Template for the next line.

      Senior Director, Business Growth Operations ongoing

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Divisional Director of Business Development

    Smallest test

    Build one kit for the next launch.

    Why it works

    Build a repeatable kit per service line: a physician one-pager on the operating model, a facility readiness checklist, a payer summary, an outreach list for BD and a launch-day announcement. Clinical and compliance teams approve the content; Surgery Partners makes no clinical claims of its own.

    A kit shortens the time from decision to first cases and keeps messaging consistent across markets.

    Risks and how to handle them

    • Clinical claims

      Only use approved, sourced statements.

    Evidence

    • HiringMarket CEO, Florida (posted October 1, 2026): primary outcome "Grow region revenue & AEBITDA"; KPIs are "Case Mix (Service line & Acuity)", "Case Volume and Net Revenue Growth per facility" and "Local De Novo Openings/M&A expansion vs. Plan"; examples include "grow new service lines", "onboarding playbooks" and handling "discontented physicians".Source
    • Your websiteIn the News: an October 22, 2026 podcast with the COO on growth, health-system partnerships and physician alignment; before that the newest item is from December 17, 2024. Older items cover total joints in the ASC, spine surgery, interventional cardiology and nephrology, and 13 facilities named in Newsweek's Best Ambulatory Surgery Centers 2024.Source
    • Your websiteASC model page for independent physicians: "unique payor relationships and access to bundled payment programs", a "Proprietary outpatient total joint replacement program", managed care, revenue cycle and "Marketing support".Source
  • 09

    The newest item before this month's COO podcast dates from December 2024. Earlier podcasts and articles with partner physicians on joints, spine and cardiology in the ASC are exactly what prospective partners read.

    Medium impactMedium effort First result in 1 quarter Marketing Director

    First action

    Book three partner physicians for the next three months.

    How to measure it

    Content-attributed inquiries

    Now
    –
    Target
    15 a quarter
    By
    2 quarters

    Steps

    1. 1

      Plan topics

      Six months.

      Marketing Director 1 week

    2. 2

      Book guests

      Partner physicians.

      Divisional Director of Business Development 2 weeks

    3. 3

      Record

      Monthly.

      Marketing Director monthly

    4. 4

      Review

      Compliance check.

      Compliance Officer monthly

    5. 5

      Distribute

      LinkedIn and BD emails.

      Marketing Director monthly

    6. 6

      Track

      Inquiries in Salesforce.

      Senior Director, Business Growth Operations monthly

    First result
    1 quarter
    Cost
    Production time
    Owner
    Marketing Director

    Smallest test

    Publish one episode this month.

    Why it works

    Publish one physician conversation a month (podcast or article) on running a practice with an ASC: scheduling, ownership, technology, work-life balance. Share it through BD outreach and LinkedIn.

    Regular, peer-led content keeps Surgery Partners in front of physicians between BD visits.

    Risks and how to handle them

    • Irregular output

      Record two episodes ahead.

    Evidence

    • Your websiteIn the News: an October 22, 2026 podcast with the COO on growth, health-system partnerships and physician alignment; before that the newest item is from December 17, 2024. Older items cover total joints in the ASC, spine surgery, interventional cardiology and nephrology, and 13 facilities named in Newsweek's Best Ambulatory Surgery Centers 2024.Source
    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
  • 10

    The BD role is asked to surface referral relationships, acquisitions and de novo opportunities and keep them in the CRM. Referral sources are usually tracked informally and lost when people change roles.

    Medium impactMedium effort First result in 2 quarters Associate Director of Busines…

    First action

    Add one market's referral sources this month.

    How to measure it

    Markets mapped

    Now
    –
    Target
    All
    By
    2 quarters

    Steps

    1. 1

      Design fields

      Account and relationship types.

      Salesforce Administrator 1 week

    2. 2

      Legal review

      Program guardrails.

      Legal 2 weeks

    3. 3

      Load one market

      Referral sources and groups.

      Associate Director of Business Development 1 month

    4. 4

      Train

      BD teams.

      Divisional Director of Business Development 2 weeks

    5. 5

      Roll out

      All markets.

      Senior Director, Business Growth Operations 1 quarter

    6. 6

      Review

      Quarterly by market.

      Divisional Director of Business Development quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Associate Director of Business Development

    Smallest test

    Map one market by hand.

    Why it works

    Add referral sources, physician groups and acquisition targets as Salesforce accounts linked to physicians and facilities, with relationship owner and last contact. Review the map quarterly by market. Legal reviews the program so no relationship depends on referrals being rewarded.

    A shared map protects relationships during turnover and shows where each market is thin.

    Risks and how to handle them

    • Compliance risk

      Track relationships, never referral counts tied to value.

    Evidence

    • HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
    • HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
  • 11

    Nurse Navigators give "primary input into the development of patient education and engagement materials" for each program, which means each facility may write its own. The non-clinical parts (what to bring, how to reach the navigator, what happens on surgery day) are the same everywhere.

    Medium impactMedium effort First result in 1 quarter Nurse Navigator

    First action

    Collect current materials from three programs.

    How to measure it

    Programs on templates

    Now
    –
    Target
    20
    By
    2 quarters

    Steps

    1. 1

      Collect

      Materials from three programs.

      Nurse Navigator 2 weeks

    2. 2

      Separate

      Logistics vs clinical content.

      Director of Clinical Quality 1 week

    3. 3

      Write templates

      Plain language, large type.

      Marketing Director 1 month

    4. 4

      Review

      Clinical and compliance.

      Compliance Officer 2 weeks

    5. 5

      Pilot

      Three facilities.

      Nurse Navigator 1 month

    6. 6

      Roll out

      Other programs.

      Director of Clinical Quality 1 quarter

    First result
    1 quarter
    Cost
    Staff time and printing
    Owner
    Nurse Navigator

    Smallest test

    Rewrite one surgery-day sheet.

    Why it works

    Build a shared template library for the logistics materials, with facility-specific details filled in, reviewed by clinical leaders and compliance. Clinical content stays with each program's physicians.

    Consistent, clear materials save navigator time and improve the patient experience that drives physician loyalty.

    Risks and how to handle them

    • Local differences

      Leave fields for facility details.

    Evidence

    • HiringNurse Navigator (posted October 22, 2026): coordinates patient engagement "from days before surgery through months following surgery", is the "central point of contact for the patient and family during the 90 day episode", supports "the total joint and spine program" and gives "primary input into the development of patient education and engagement materials".Source
    • Your websiteASC model page for independent physicians: "unique payor relationships and access to bundled payment programs", a "Proprietary outpatient total joint replacement program", managed care, revenue cycle and "Marketing support".Source
  • 12

    Pre Service Representatives explain financial responsibility and provide Good Faith Estimates under the No Surprises Act. Patients often call several times before surgery to understand the numbers.

    Medium impactLow effort First result in 1 quarter Pre Service Representative

    First action

    List the five most common pre-surgery billing questions.

    How to measure it

    Billing questions per case

    Now
    –
    Target
    -20%
    By
    2 quarters

    Steps

    1. 1

      List questions

      Top five.

      Pre Service Representative 1 week

    2. 2

      Draft page

      Plain language.

      Marketing Director 2 weeks

    3. 3

      Review

      Revenue cycle and compliance.

      Compliance Officer 2 weeks

    4. 4

      Publish

      Main site and facility links.

      Digital Marketing Manager 1 week

    5. 5

      Add to messages

      Confirmation texts and emails.

      Revenue Cycle Director 2 weeks

    6. 6

      Measure

      Calls per case.

      Analyst, Operational Excellence monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Pre Service Representative

    Smallest test

    Publish the page for one facility first.

    Why it works

    Publish one page (and a printable sheet) on how estimates work, what is included, how insurance verification works and how to ask questions, reviewed by revenue cycle and compliance. Link it from facility sites and confirmation messages.

    Clear expectations reduce calls, late cancellations and surprises at check-in.

    Risks and how to handle them

    • Rules vary by situation

      Keep it general and link to the facility team.

    Evidence

    • HiringThe Greenhouse board lists 87 open roles (checked October 22, 2026), mostly nurses, surgical and GI technicians and front-desk staff across facilities; a corporate Recruiter - Healthcare (posted September 25) sources "through networking, social media and other tactics". A Pre Service Representative (posted October 12) explains financial responsibility and "provides Good Faith Estimates in compliance with the No Surprises Act".Source
    • Your websiteSite checks on October 22, 2026: the dark "Find a location" button in the footer of every page links to /locations, which returned 404 on two fetches minutes apart (the working finder is /facilities, which lists facilities with links out to about 250 separate facility websites, some still on http). /sitemap.xml returns 404, the homepage has no H1 or social share image, and the homepage, physician and careers pages share one meta description.Source
  • 13

    Most of the 87 open roles are nurses and surgical or GI technicians at individual facilities. Staff referrals usually produce faster, better-fitting hires than job boards in clinical roles.

    High impactMedium effort First result in 1 quarter Recruiter Healthcare

    First action

    Set the bonus and draft the referral form.

    How to measure it

    Share of clinical hires from referrals

    Now
    –
    Target
    25%
    By
    2 quarters

    Steps

    1. 1

      Set terms

      Bonus amounts and eligibility.

      HR Director 2 weeks

    2. 2

      Build form

      One link.

      Recruiter - Healthcare 1 week

    3. 3

      Share roles

      Monthly list per facility.

      Recruiter - Healthcare monthly

    4. 4

      Promote

      Facility huddles and email.

      Facility Administrators monthly

    5. 5

      Pay fast

      After 90 days.

      HR Director ongoing

    6. 6

      Measure

      Time-to-fill by source.

      Recruiter - Healthcare monthly

    First result
    1 quarter
    Cost
    Referral bonuses
    Owner
    Recruiter Healthcare

    Smallest test

    Run it in one market first.

    Why it works

    Launch a referral bonus for clinical roles, a one-link referral form, a monthly list of open roles per facility shared with staff, and recognition for referrers. Track time-to-fill against other sources.

    With 16,000 employees, even a small referral rate fills many roles.

    Risks and how to handle them

    • Uneven use by facility

      Report referrals by facility.

    Evidence

    • HiringThe Greenhouse board lists 87 open roles (checked October 22, 2026), mostly nurses, surgical and GI technicians and front-desk staff across facilities; a corporate Recruiter - Healthcare (posted September 25) sources "through networking, social media and other tactics". A Pre Service Representative (posted October 12) explains financial responsibility and "provides Good Faith Estimates in compliance with the No Surprises Act".Source
    • Your websiteCareers page: "We're in the process of implementing a new recruitment platform to better serve our candidates. During this transition, please access both sites to review all open positions", with one button to the UltiPro board and one to "corporate openings and ASC openings as of 9/14/2026" on Greenhouse; it cites a 2024 Becker's "150 Top Places to Work in Healthcare" award and a job-scam alert.Source
  • 14

    Health-system partnerships are a growth theme in the COO's new podcast, but the Partnerships page gives health systems one paragraph and an email address, while AMSURG leads its homepage with physician and health-system partnerships.

    High impactMedium effort First result in 2 quarters Market CEO

    First action

    Pick two health-system partners willing to be named.

    How to measure it

    Qualified health-system conversations

    Now
    –
    Target
    6 a year
    By
    1 year

    Steps

    1. 1

      Pick examples

      Two partners.

      Market CEO 1 month

    2. 2

      Write page

      Models and examples.

      Marketing Director 1 month

    3. 3

      Review

      Partners and legal.

      Legal 2 weeks

    4. 4

      Add form

      Routed to development.

      Digital Marketing Manager 1 week

    5. 5

      Brief deck

      For Market CEOs.

      Marketing Director 2 weeks

    6. 6

      Track

      Conversations in Salesforce.

      Senior Director, Business Growth Operations quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Market CEO

    Smallest test

    Publish the page with one example.

    Why it works

    Build a dedicated page for health systems: partnership models, what Surgery Partners runs, two case examples with the partner's permission, and a routed inquiry form. Give Market CEOs a matching briefing deck.

    Health-system joint ventures are large deals; a credible front door supports the executives who pursue them.

    Risks and how to handle them

    • Partners decline to be named

      Use anonymized results.

    Evidence

    • Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source
    • Your websiteIn the News: an October 22, 2026 podcast with the COO on growth, health-system partnerships and physician alignment; before that the newest item is from December 17, 2024. Older items cover total joints in the ASC, spine surgery, interventional cardiology and nephrology, and 13 facilities named in Newsweek's Best Ambulatory Surgery Centers 2024.Source
    • Competitor researchAMSURG's homepage calls it "the nationally recognized leader in the strategic and operational management of surgery centers" and leads with physician and health-system partnerships; United Surgical Partners International (Tenet) and SCA Health (Optum) court the same physicians and health systems.Source
  • 15

    The finder links out to about 250 separate facility websites, some still on http. Each is a doorway for local physicians, but most do not lead back to partnership or career options.

    Medium impactMedium effort First result in 2 quarters Digital Marketing Manager

    First action

    List the facility sites still on http.

    How to measure it

    Inquiries from facility sites

    Now
    –
    Target
    10 a month
    By
    2 quarters

    Steps

    1. 1

      Audit

      Sites, https, ownership.

      Digital Marketing Manager 2 weeks

    2. 2

      Fix https

      Sites still on http.

      Digital Marketing Manager 1 month

    3. 3

      Design footer

      Shared block.

      Marketing Director 1 week

    4. 4

      Roll out

      All sites.

      Digital Marketing Manager 1 quarter

    5. 5

      Tag links

      UTM by facility.

      Digital Marketing Manager 1 week

    6. 6

      Measure

      Inquiries by facility site.

      Senior Director, Business Growth Operations monthly

    First result
    2 quarters
    Cost
    Web staff time
    Owner
    Digital Marketing Manager

    Smallest test

    Add the footer to ten sites.

    Why it works

    Audit the facility sites, move all to https, add a consistent footer naming Surgery Partners with links to physician partnership, careers and the network, and track referrals from facility sites to the main site.

    The network's scale is its pitch to physicians; the facility sites can show it.

    Risks and how to handle them

    • Joint venture partners own some sites

      Agree the footer with each partner.

    Evidence

    • Your websiteSite checks on October 22, 2026: the dark "Find a location" button in the footer of every page links to /locations, which returned 404 on two fetches minutes apart (the working finder is /facilities, which lists facilities with links out to about 250 separate facility websites, some still on http). /sitemap.xml returns 404, the homepage has no H1 or social share image, and the homepage, physician and careers pages share one meta description.Source
    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    Market CEOs are measured on de novo openings and M&A against plan, BD teams surface de novo opportunities, and the growth-operations leader owns Trilliant. The ASC model page invites independent physicians to build a center with Surgery Partners.

    High impactHigh effort First result in 3 quarters Senior Director

    First action

    Score three markets by hand.

    How to measure it

    Projects from the model

    Now
    –
    Target
    3
    By
    1 year

    Steps

    1. 1

      Define score

      Volume, interest, payer mix, competition.

      Senior Director, Business Growth Operations 1 month

    2. 2

      Build model

      Trilliant and Salesforce data.

      Analyst, Operational Excellence 1 quarter

    3. 3

      Build assessment

      Physician questions on the site.

      Digital Marketing Manager 1 month

    4. 4

      Route

      Assessment results to BD.

      Salesforce Administrator 2 weeks

    5. 5

      Review

      Top markets with executives.

      Senior Director, Business Growth Operations quarterly

    6. 6

      Decide

      Projects to pursue.

      Chief Development Officer quarterly

    First result
    3 quarters
    Cost
    Analyst time
    Owner
    Senior Director, Business Growth Operations

    Smallest test

    Score three markets this month.

    Why it works

    Score every market for de novo potential: procedure volume moving outpatient, physician interest from Salesforce, payer mix and competing facilities. Turn the physician side into a short "could an ASC work for my group?" assessment on the site that routes to BD.

    Choosing sites with data and demand in hand lowers the risk of each new build.

    Risks and how to handle them

    • Data gaps

      Validate with local BD knowledge.

    Evidence

    • HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
    • HiringMarket CEO, Florida (posted October 1, 2026): primary outcome "Grow region revenue & AEBITDA"; KPIs are "Case Mix (Service line & Acuity)", "Case Volume and Net Revenue Growth per facility" and "Local De Novo Openings/M&A expansion vs. Plan"; examples include "grow new service lines", "onboarding playbooks" and handling "discontented physicians".Source
    • Your websiteASC model page for independent physicians: "unique payor relationships and access to bundled payment programs", a "Proprietary outpatient total joint replacement program", managed care, revenue cycle and "Marketing support".Source
    • HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
  • 17

    Surgery Partners runs more than 670,000 procedures a year across 300+ locations. Physicians, health systems and payers want to know which procedures are moving outpatient and where.

    High impactHigh effort First result in 4 quarters Marketing Director

    First action

    Pick five questions physicians ask most.

    How to measure it

    Downloads

    Now
    –
    Target
    3,000
    By
    1 year

    Steps

    1. 1

      Pick questions

      Five questions.

      Marketing Director 2 weeks

    2. 2

      Analyze

      Aggregated data.

      Analyst, Operational Excellence 2 months

    3. 3

      Privacy review

      De-identification.

      Privacy Officer 1 month

    4. 4

      Compliance review

      All statements.

      Compliance Officer 1 month

    5. 5

      Publish

      Report and summary.

      Marketing Director 1 month

    6. 6

      Promote

      Press and BD outreach.

      Marketing Director ongoing

    First result
    4 quarters
    Cost
    Analyst and design time
    Owner
    Marketing Director

    Smallest test

    Publish one chart first.

    Why it works

    Publish an annual report with aggregated, de-identified trends: procedure mix shifts by specialty and region, growth of service lines, and operating lessons. Clinical, privacy and compliance teams review every figure; no patient-level data and no clinical claims of the company's own.

    Original data earns press and positions Surgery Partners as the authority physicians partner with.

    Risks and how to handle them

    • Disclosure concerns

      Align with investor relations before publishing.

    Evidence

    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
    • Your websiteIn the News: an October 22, 2026 podcast with the COO on growth, health-system partnerships and physician alignment; before that the newest item is from December 17, 2024. Older items cover total joints in the ASC, spine surgery, interventional cardiology and nephrology, and 13 facilities named in Newsweek's Best Ambulatory Surgery Centers 2024.Source
    • Investor relationsSecond quarter 2026 (reported August 10, 2026): revenue up 2.7% to $848.9 million; same-facility revenue up 5.0%, with revenue per case up 4.8% and same-facility cases up 0.3%; full-year revenue guidance of $3.35 to $3.45 billion and Adjusted EBITDA of at least $530 million.Source
  • 18

    Surgery Partners has more than 1,500 physician equity partners. Peers who already own part of a center are the most credible voice for the next physician considering it.

    High impactMedium effort First result in 3 quarters Divisional Director of Busine…

    First action

    Invite ten equity partners to pilot.

    How to measure it

    Prospects meeting an ambassador

    Now
    –
    Target
    50 a year
    By
    1 year

    Steps

    1. 1

      Design

      Program rules.

      Legal 1 month

    2. 2

      Invite

      Ten partners.

      Divisional Director of Business Development 1 month

    3. 3

      Brief

      What to share.

      Marketing Director 2 weeks

    4. 4

      Host

      Dinners and calls.

      Divisional Director of Business Development monthly

    5. 5

      Track

      Prospects and outcomes.

      Senior Director, Business Growth Operations monthly

    6. 6

      Expand

      More markets.

      Divisional Director of Business Development quarterly

    First result
    3 quarters
    Cost
    Event costs
    Owner
    Divisional Director of Business Development

    Smallest test

    Host one dinner.

    Why it works

    Create a partner-ambassador program: partners who opt in host small dinners or calls with prospective physicians, share their experience, and are kept informed on growth plans. Legal designs the program so nothing is tied to referrals.

    Physicians trust peers more than any business development pitch.

    Risks and how to handle them

    • Compliance

      No compensation linked to recruits or referrals.

    Evidence

    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
    • Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source

Wildcards 4

Unexpected experiments, each with a cheap way to test it.

  • 19

    The homepage scores 90 on mobile and real visitors pass Core Web Vitals; the lab test still shows 3.6s for the main content, mostly from images (about 2.4s).

    Low impactLow effort First result in 2 weeks Digital Marketing Manager

    First action

    Convert the homepage images.

    How to measure it

    Mobile LCP

    Now
    –
    Target
    under 2.5s
    By
    1 month

    Steps

    1. 1

      Convert images

      WebP.

      Digital Marketing Manager 1 day

    2. 2

      Resize

      Right sizes.

      Digital Marketing Manager 1 day

    3. 3

      Lazy-load

      Below the fold.

      Digital Marketing Manager 1 day

    4. 4

      Check finder

      Facilities page.

      Digital Marketing Manager 1 day

    5. 5

      Retest

      PageSpeed.

      Digital Marketing Manager 1 hour

    6. 6

      Monitor

      Field data.

      Digital Marketing Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Convert the hero image.

    Why it works

    Serve images as WebP at the right size and lazy-load those below the fold. Check the facility finder page too, since it is the heaviest page.

    Small effort, slight gains on slower phones.

    Risks and how to handle them

    • Quality loss

      Compare images before publishing.

    Evidence

    • Google PageSpeedHomepage on mobile: score 90/100; the main content takes 3.6s to appear in the lab test, while real visitors pass Core Web Vitals (field LCP about 0.6s). The largest saving is image delivery (about 2.4s, 392 KB).Source
  • 20

    The ASC model page cites bundled payments and a proprietary outpatient total joint program. Same-facility revenue growth is coming from revenue per case; contracts that bring new volume matter.

    Medium impactMedium effort First result in 2 quarters Managed Care Director

    First action

    List current bundled arrangements that can be described publicly.

    How to measure it

    Qualified inquiries

    Now
    –
    Target
    10 a year
    By
    1 year

    Steps

    1. 1

      List programs

      Publicly describable bundles.

      Managed Care Director 2 weeks

    2. 2

      Write page

      How it works.

      Marketing Director 1 month

    3. 3

      Review

      Legal and compliance.

      Compliance Officer 2 weeks

    4. 4

      Publish

      With routed contact.

      Digital Marketing Manager 1 week

    5. 5

      Promote

      Benefits consultants.

      Managed Care Director quarterly

    6. 6

      Track

      Inquiries in Salesforce.

      Senior Director, Business Growth Operations quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Managed Care Director

    Smallest test

    Draft the page.

    Why it works

    Publish a page for employers and payers on how bundled programs work at Surgery Partners facilities, with a contact routed to managed care. Use only reviewed, sourced statements.

    Employers and payers looking for outpatient bundles become a new source of cases.

    Risks and how to handle them

    • Contract confidentiality

      Describe models, not terms.

    Evidence

    • Your websiteASC model page for independent physicians: "unique payor relationships and access to bundled payment programs", a "Proprietary outpatient total joint replacement program", managed care, revenue cycle and "Marketing support".Source
    • Investor relationsSecond quarter 2026 (reported August 10, 2026): revenue up 2.7% to $848.9 million; same-facility revenue up 5.0%, with revenue per case up 4.8% and same-facility cases up 0.3%; full-year revenue guidance of $3.35 to $3.45 billion and Adjusted EBITDA of at least $530 million.Source
  • 21

    Market CEOs handle "discontented physicians" and BD teams watch for "physician retention risks". A drop in a physician's monthly cases is usually the first visible sign.

    High impactMedium effort First result in 1 quarter Market CEO

    First action

    Set the threshold with one market.

    How to measure it

    Flags followed up

    Now
    –
    Target
    90%
    By
    2 quarters

    Steps

    1. 1

      Set threshold

      Case drop and period.

      Analyst, Operational Excellence 1 week

    2. 2

      Build alert

      Salesforce report.

      Salesforce Administrator 2 weeks

    3. 3

      Assign

      BD owner and administrator.

      Senior Director, Business Growth Operations 1 week

    4. 4

      Follow up

      Visit or call.

      Associate Director of Business Development ongoing

    5. 5

      Log reasons

      In Salesforce.

      Associate Director of Business Development ongoing

    6. 6

      Review

      Quarterly patterns.

      Market CEO quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Market CEO

    Smallest test

    Run the report for one market.

    Why it works

    Flag any affiliated physician whose cases fall by a set share over three months, alert the market BD owner and administrator, and log the reason and the response.

    Catching problems early keeps partners and volume that are expensive to replace.

    Risks and how to handle them

    • Seasonal dips

      Compare with the same months last year.

    Evidence

    • HiringMarket CEO, Florida (posted October 1, 2026): primary outcome "Grow region revenue & AEBITDA"; KPIs are "Case Mix (Service line & Acuity)", "Case Volume and Net Revenue Growth per facility" and "Local De Novo Openings/M&A expansion vs. Plan"; examples include "grow new service lines", "onboarding playbooks" and handling "discontented physicians".Source
    • HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
    • Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source
  • 22

    The Market CEO role mentions onboarding playbooks for facilities, and new physicians take time to move cases. The sooner a new partner is fully scheduled, the sooner the partnership pays off.

    Medium impactLow effort First result in 1 quarter Divisional Director of Busine…

    First action

    Interview three recently joined physicians.

    How to measure it

    Days to first case

    Now
    –
    Target
    -30%
    By
    2 quarters

    Steps

    1. 1

      Interview

      Three recent joiners.

      Divisional Director of Business Development 2 weeks

    2. 2

      Write plan

      90-day checklist.

      Analyst, Operational Excellence 2 weeks

    3. 3

      Assign owners

      Administrator per physician.

      Market CEO 1 week

    4. 4

      Run

      New partners.

      Facility Administrators ongoing

    5. 5

      Check-in

      Day 30 and 90.

      Divisional Director of Business Development ongoing

    6. 6

      Measure

      Ramp-up time.

      Analyst, Operational Excellence quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Divisional Director of Business Development

    Smallest test

    Use it for the next new partner.

    Why it works

    Write a 90-day plan for new physicians: block time, equipment needs, staff introductions, scheduling contacts and a 30-day check-in. Track time to first case and to target volume.

    A smooth start shortens ramp-up and sets the tone for the relationship.

    Risks and how to handle them

    • Local variation

      Keep the plan short and adaptable.

    Evidence

    • HiringMarket CEO, Florida (posted October 1, 2026): primary outcome "Grow region revenue & AEBITDA"; KPIs are "Case Mix (Service line & Acuity)", "Case Volume and Net Revenue Growth per facility" and "Local De Novo Openings/M&A expansion vs. Plan"; examples include "grow new service lines", "onboarding playbooks" and handling "discontented physicians".Source
    • Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 23, 2026, and cites them throughout. Surgery Partners did not commission, review or endorse it, and Programmable is not affiliated with Surgery Partners. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Surgery Partners runs its business.

Something wrong, or do you represent Surgery Partners? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Physician inquiry routing, the location link and sitemap, one job board, splitter lists, page metadata and partner stories.

  2. Days 31 to 6011 ideas

    Market dashboards, service-line kits, physician content, referral map, patient logistics materials, estimates page, staff referrals, health-system page and facility-site footer.

  3. Days 61 to 904 ideas

    Big bets: de novo model, outpatient trends report, partner ambassadors; plus the employer bundle page.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value physician ownership and shared financial success. The most cited problem: administrative burden.

  • Operational and back-office support
  • Block time and scheduling at hospitals
  • In their words: “physician-first”

Market

Competitive landscape

3 competitors compared: United Surgical Partners International (Tenet), SCA Health (Optum) and AMSURG.

  • Gap to exploit: Independent operator not owned by a payer or hospital system
  • United Surgical Partners International (Tenet): Part of a hospital company
  • SCA Health (Optum): Some physicians wary of payer ownership

Hiring signals

Surgery Partners is building a growth machine around physicians.

  • Senior Director, Business Growth Operations: Salesforce, Trilliant and growth reporting. Ideas 1, 7, 16.
  • Associate Director of Business Development (New York): Splitter physicians, referral and de novo opportunities. Ideas 4, 10.
  • Market CEO - FL: Case volume, case mix, new service lines. Ideas 7, 8, 21.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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