Introducing ASCend Specialists: Empowering Rural Surgery Centers to Thrive

Gillette, WY – May 22, 2025 – A new era in rural surgical care has begun with the launch of ASCend Specialists, a Wyoming-based Management Services Organization (MSO) committed to helping independent ambulatory surgery centers (ASCs) across rural environments not only survive - but thrive.

Founded by seasoned Wyoming healthcare leaders Linda Bedwell (CEO) and Norberto Orellana (COO/CFO), ASCend Specialists is on a mission to unite and empower rural ASCs through expert management, strategic growth planning, and tailored operational support - all while preserving local ownership and independence.

“Rural ASCs are becoming the backbone of surgical access in rural America. But they’re often expected to do more with less and little guidance,” said Linda Bedwell, CEO of ASCend Specialists. “ASCend exists to change that. We bring the playbook, the people, and the partnership rural centers need to compete, and win, on their terms.”

The team behind ASCend Specialists understands the unique challenges rural ASCs face: staffing, vendor contracts, fluctuating and low volumes, regulatory burden, and competition from hospital systems who don’t yet understand the benefit of partnership with ASCs.

Rather than centralizing power, like most management companies, ASCend offers a high-impact, low-friction model that enhances performance while preserving local leadership and ownership.

ASCend provides a full suite of management services, including:

• Business Strategy & Financial Operations

• Scheduling Optimization & Revenue Cycle Management

• Vendor Negotiation & Supply Chain Support

• HR, IT, Compliance, and Accreditation Oversight

• Custom Marketing & Brand Development

  
  

Each partnership is designed to fit the ASC’s unique goals - with fee structures built around transparency, fairness, and accountability. Whether you’re trying to grow your case volume, stabilize your bottom line, or prepare for succession, ASCend Specialists is your strategic partner.

“We’re not here to run your ASC - we’re here to make sure you can,” said Norberto Orellana, COO/CFO. “ASCend isn’t about consolidation, it’s collaboration to unlock each ASC’s potential”

ASCend is already in talks with ASCs across the Rocky Mountain region with plans to expand talks to other regions. The organization plans to bring multiple ASCs under management by the end of 2025, with a long-term vision to build a connected network of high-performing rural centers that share resources, best practices, and strength in numbers.

Rural ASCs don’t need rescuing. They just need reinforcements.

ASCend Specialists is here to help you build the future your ASC deserves - without giving up what you’ve built.

To learn more about becoming an ASCend partner, visit www.ASCendSpecialists.com or email norberto@ascendspecialists.com