Susanna In-Sun Lee MD, PhD, Presenter: Nothing to Disclose

Janet C Miller , Abstract Co-Author: Nothing to Disclose

Nancy J. Speroni, Abstract Co-Author: Nothing to Disclose

James Hunter Thrall MD, Abstract Co-Author: Nothing to Disclose

Radiology Rounds is a monthly web-based newsletter targeting ordering physicians. It's effectiveness in marketing and in on-line radiology consultation was measured.

A <1,000 word publication, that can be downloaded in PDF format, is produced and archived. Topics include new technologies, (e.g. PET-CT), imaging for common problems (e.g. CT for pulmonary embolism), screening (e.g. mammography), and procedures (e.g. vertebroplasy). With each issue, an email with the title, abstract, and a URL link to the newsletter is distributed to 2,113 physicians. Other links are from on-line radiology order entry (ROE) and from physicians’ reference web pages. Links from the newsletter are to ROE and to other radiology web sites (e.g. patient information, exam preparation). The newsletter has been published for 23 months and data have been collected the last 6 months. For marketing, we measured the pageviews of the newsletter and the rate at which pageviews lead to other radiology site visits. For radiology consultation, entrances from ROE and PDF downloads were tabulated.

Each month 896+15 (average +/- SD) pageviews occur comprised of 567/896 (63.3%+/-0.3) from the email distribution, 24/896 (2.6%+/-0.3) from ROE, and 304/896 (34.0+/-0.5%) from elsewhere on the web. 567/2113 (26.8%+/-0.6) emails result in a pageview. The highest pageview rates are for issues on new technologies: CT pulmonary arteriography (324/month), CT urography (265/month) and PET-CT (208/month). 165/896 (18.4%+/-4.7) pageviews result in a visit to other radiology sites. 24/68 (35.2%+/-4.8) exam orders flagged as “inappropriate” on ROE result in a Radiology Rounds visit for further information. 42/896 (4.7%+/-2.1) pageviews result in downloads. Issues with the highest download rates are on common problems with evolving imaging recommendations: CT for hematuria/stones (88/month), the incidental pulmonary nodule (66/month), and coronary CT arteriography (63/month).

Radiology Rounds is a powerful marketing tool resulting in high readership rates and visits to other radiology department web sites. It provides on-line radiology consultation both at the time of ordering and for future exams.

Lee, S, Miller , J, Speroni, N, Thrall, J, Effectiveness of a Web-based Monthly Single-Topic Primer for Radiology Department Outreach to its Referring Clinician Base.  Radiological Society of North America 2005 Scientific Assembly and Annual Meeting, November 27 - December 2, 2005 ,Chicago IL. http://archive.rsna.org/2005/4420444.html