In the current healthcare market, radiology departments and free-standing imaging centers often face fiscal challenges that necessitate promotion of their services to two primary target groups: referring physicians and consumers. While marketing and public relations activities don’t come naturally to most radiologists, they have become an important component of maintaining financial viability for this area of clinical practice. There are specific steps a radiology practice can follow to address these challenges.
Create a marketing plan
Dorothy Oliver Pirovano, Public Communications Inc. in Chicago, explains that although physicians are often wonderful communicators, they may need professional help in designing a coordinated strategic marketing plan. To create such a plan requires careful analysis of the current market including competitors’ capabilities, patient demographics and an objective assessment of the strengths and weaknesses of their own radiology practice.
“Just as I hire a physician to take care of me, they might consider hiring a communications professional to assist them in doing this particular task that requires very specific skills,” says Pirovano. “If for no other step in the process than to create the plan, this is one time to look outside their practice for assistance.”
An effective marketing plan that dramatically increases patient referrals could actually backfire by reducing the level of service if staff becomes overwhelmed with increased workloads. Laying the groundwork to produce the desired effect takes study and careful evaluation.
Please refer to the November 2001 issue for the complete story. For information on article reprints, contact Martin St. Denis
