Women’s imaging practices are borrowing some of the same strategies that smart businesses have long used.
By Marianne Matthews
Retailer Sy Syms was onto something all those years ago when he summed up his discount designer suit-selling philosophy with the advertising slogan, “An educated consumer is our best customer.” Today’s imaging community would be wise to take a page out of Syms’ book, and many are already doing so. Hospitals, radiology practices, and even manufacturers are educating patients about everything from radiation dose to contrast agents and more.
Perhaps nowhere is this notion of the importance of an “educated consumer” more apparent than in the arena of breast imaging. Let’s face it, there is far too much confusion among women regarding breast cancer screening, and imaging providers should be making it their business to set the record straight. We all remember 2009, when the United States Preventive Services Task Force startled just about everyone when it recommended against routine screening for women ages 40 to 49 years and recommended biennial screening for women ages 50 to74 years. For women, suddenly 50 was the new 40. But it’s 2013, and much debate still remains among physicians—primary care doctors, ob/gyns, and other specialists—as to precisely what age woman should start going for their screening mammograms. If doctors are debating the matter, you can be sure the average American woman is equally baffled.
What’s more, female patients are struggling to understand the ramifications of breast density. Most of the women I know—sophisticated, intelligent, educated women—do not really understand what breast density even means. Now that numerous states have adopted laws requiring patient notification when the radiologist determines that a pattern of tissue on a woman’s mammogram is considered dense, it is more important than ever to educate women about what it all means to her. After all, having dense breasts does not necessarily mean a woman needs additional screening. Breast density is a risk factor, but not always a strong one.
On top of it all, women want to understand what role lifestyle and genetics play in her odds of getting breast cancer. And they want to know about all the latest technologies for breast cancer screening, like breast tomosynthesis and automated breast ultrasound. …So, what’s a girl to do?
Thankfully, some radiology practices and breast imaging centers are reaching out to women with educational resources and unique breast health programs. These kinds of campaigns are not only good for patients, they’re good for the provider’s bottom line, too. After all, an “educated consumer” very often becomes a loyal—even lifelong—customer.
October is National Breast Cancer Awareness Month, so I was particularly happy to learn about an innovative educational and promotional campaign launched by Princeton Radiology with the creative and strategic help of York, Pa-based Marketing Works.
Princeton Radiology has debuted a branded mammogram called SmartMamm. With a unique name to make women take notice, SmartMamm is an enhanced clinical protocol for mammogram patients that includes with each mammogram—at no additional charge—an assessment of the patient’s lifetime breast cancer risk using the Gail Model from the National Cancer Institute. The patient’s Gail score is included in the radiologist’s report to the referring physician, who can work with the patient to determine whether her risk level may warrant more proactive preventive measures such as more frequent screenings or additional exams, like breast MRI or breast ultrasound.
To get the word out to women about SmartMamm, Marketing Works created an appealing high-heeled shoe graphic that visually represents the idea that SmartMamm takes the annual mammogram “one step further.” Women in the area began spotting the big shoe on billboards and print ads as well as at community health fairs. According to the agency, Princeton Radiology said the campaign was increasing “buzz” with both consumers and physicians from other institutions. The practice is receiving more inquiries directly from women, and Princeton Radiology was successful in scheduling mammograms for women at various community events throughout the duration of the campaign.
A little bit of education can go a long way in building your image with female patients. Healthcare is a business. So why not follow suit with the best of them?
