More radiology practices are seeking niche marketing for their interventional practices and out patient centers. (See a September Axis Imaging Newsabout UCLA’s radiology department’s marketing campaign.). Recognizing the need for marketing excellence, The Radiology Business Management Association (RBMA) has awarded trg Marketing Works, York, Pa, with its Quest Award for a marketing initiative designed for Valley Radiologists, Renton, Wash.
Marketing Works’ campaign was initiated to strengthen the positioning of the Valley Radiologist’s interventional radiology services. It featured a high-profile direct mail kit that targeted both referring physicians, as well as Seattle area local media.
One of the strategies used was a contrast between the high-tech nature of interventional radiology procedures and the simplicity of the materials used by the physicians, such as medical-grade cement, gelatin, and radio waves. The kit also highlighted that Valley could promise less pain, risk, and shorter recovery time.
Tina Rudisill, president of Marketing Works, said “The most gratifying aspect of this project was its success for the client, but recognition by the practice management community is certainly an honor.”
Visit www.marketingworks.net for more information about the campaign.
Source: Press Release
