A new management services organization based in Wyoming is on a mission to help rural ASCs stay independent, and in the hands of local physicians.
ASCend, founded by CEO Linda Bedwell and COO and CFO Norberto Orellana, was designed to empower rural and independent ASCs through non-equity-based support. Unlike many corporate consolidation models sweeping the ASC market, ASCend offers strategic growth planning, operational support and back-office management without requiring ownership or equity stakes.
“We’re here to support and keep ASCs strong and independent,” Mr. Orellana told Becker’s. “That’s really our goal. It’s not about absorbing or acquiring.”
As consolidation in the ASC industry accelerates, rural centers are particularly vulnerable, both to financial pressure and loss of community connection, Mr. Orellana said. He noted that in smaller markets, the economic and relational value of physician-led ASCs is difficult to replace.
“It’s very important to have that connection to your providers and the economic support they generate locally,” Mr. Orellana said.
ASCend aims to be a buffer against consolidation by offering the benefits of scale and expertise, typically only available through corporate acquisition, while preserving local physician control. Its suite of services includes financial operations, revenue cycle management, supply chain support, marketing and other offerings.
Although the organization originated with a focus on Wyoming-based centers, ASCend is now gaining interest in Idaho, Montana, South Dakota and Colorado.
The company’s first client is a de novo ASC development in South Dakota, signaling interest from physicians in emerging rural markets who are eager to maintain autonomy while accessing modern operational tools.
Ms. Bedwell said early conversations with prospective clients have been overwhelmingly positive.
“We want to keep ASCs viable and need the deals and contracts you’d get in urban markets with greater buying power,” Ms. Bedwell said. “Everyone we’ve spoken to is receptive. There’s a rallying around rural healthcare — cutting better deals, sustaining ASCs.”
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