John Albert Pezzullo MD, Presenter: Nothing to Disclose

Jeffrey Michael Rogg MD, Abstract Co-Author: Nothing to Disclose

Gerald Francis Abbott MD, Abstract Co-Author: Nothing to Disclose

William W. Mayo-Smith MD, Abstract Co-Author: Nothing to Disclose

Academic Radiology centers are facing increased competition from private practices and for-profit MR companies which often employ advanced marketing techniques. The impact on academic centers can be substantial with large losses of outpatient revenue. We describe our experience creating a marketing department to maintain and increase outpatient MR and CT exam volume in our academic practice.

Our academic practice has four outpatient imaging centers and prior to 2002, no marketing efforts were employed. Due to increasing competition, we hired an external marketing consultant and developed an in-house marketing department consisting of 4 full time employees. Initial marketing efforts included a market analysis of patient demographics, physician referral patterns, and competing entities. A comprehensive marketing campaign was then developed employing both direct and indirect techniques to 1) increase the number and loyalty of referring physicians, 2) increase the number and types of CT and MR exams performed 3) distinguish ourselves from the competition and 4) educate consumers. Direct-to-consumer marketing efforts have included new logo development, print and radio advertisement, press releases, office brochures and web site development. Direct-to-referring physician efforts have included radiology “case” breakfasts, physician luncheons, continuing medical educational (CME) lectures and a promotion package for front office staff.

In 2001, the MR and CT volume was 803 and 1099 exams per month respectively at our outpatient imaging centers. After implementing our marketing strategy, MR volume increased to 951 and 1154 exams per month in 2002 and 2003 representing increases of 16% and 30% over pre-marketing levels. During the same time period, six competing MR sites opened in our market area. In 2002 and 2003, CT volume increased 1.4% and 14% respectively compared to 2001 levels. The number of first time referrers rose 20% in the same time period

Marketing outpatient academic imaging centers has increased our volume in an increasingly competitive environment. Marketing may be required by academic practices to compete with private sector imaging services.

Pezzullo, J, Rogg, J, Abbott, G, Mayo-Smith, W, Developing Effective Marketing Strategies for Academic Center Imaging Services: Survival in the For-Profit World.  Radiological Society of North America 2004 Scientific Assembly and Annual Meeting, November 28 - December 3, 2004 ,Chicago IL. http://archive.rsna.org/2004/4411046.html