Dear Imaging Center Insider,
As Benjamin Franklin once said, "The definition of insanity is doing the same thing over and over and expecting different results." This truism could easily apply to healthcare providers who spend money on marketing without a marketing plan in place.
Absent a strategy, or a mechanism for monitoring results, the dollars fly out the window just as quickly, but the return is negligible at best. In the top markets for radiology services, competition is fierce and practice differentiation can be a bellwether for the level of success an organization can achieve.
According to AuntMinnie.com contributing writer Elsa Ozuna-Richards, a well-structured marketing plan provides strategic direction and an excellent means of determining the success of investments. There are four fundamental steps to building such a plan, and they require the involvement of the total staff.
If you're interested in what it takes to market a successful radiology practice, or you'd like to retool your existing marketing plan, you’ll want to read Ozuna-Richards' article here.
While you're perusing the Imaging Center Digital Community, take a look at an article on a safety net follow-up system for incidental findings, as reported at the 2004 American Roentgen Ray Society meeting in Miami Beach, FL. In the coming weeks, also look for coverage from the Radiology Business Management Association summit in San Diego in June.
If you have a comment or story to share about any aspect of imaging center practice, management, or administration, please contact me at [email protected]. I look forward to hearing from you.
