For radiology practices, matching the marketing message to the operational experience is critical for the referring physicians.
There is an interesting article entitled “Attracting Business“ that appears in Advance for Imaging & Oncology Administrators. The crux of the article is radiology practices have evolved into customer-centric businesses in which the operations need to match the marketing messages. In other words, the patient’s experience at the facility needs to match the marketing words. Without the consistency of message with experience, the result is “empty promises” for the patient.
The article alludes to their being two customers: the patients and the referring physicians. As the articles states, “Savvy competitors also realized that reducing hassles for the referring physician office staff was a market-differentiating factor…” Although most of the article focuses on the patient experience versus the referring physician experience, the same principles should apply to the “physician as customer.”
For radiology practices, matching the marketing message to the operational experience is critical for the referring physicians, too.
- If the marketing message is about turnaround time on radiological interpretation, then the operational experience must be patient reports delivered within hours, not days.
- If the marketing message is about radiology workflow efficiency, then the operational experience must be productive, electronic flow of patient orders and reports.
- If the marketing message is about developing close relationships with referring physicians, then the operational experience must be seamless systems (e.g., RIS to EMR, EMR to RIS) between the two facilities (imaging center to clinic and clinic to imaging center).
Explore this site for additional information and insights on healthcare integration & radiology workflow as you determine the best ways to align your marketing messages with your radiology practice operations.
To keep physicians referring patients, the radiology practice must deliver on their promises.
Latest posts by Jon Mertz (see all)
- 5 things I learned in 10 years in healthcare - June 14, 2016
- Millennials on a Mission: Health IT Leader, Jenny Sabol - February 3, 2016
- Giving #HITthanks. Share Your Health IT Gratitude! - November 24, 2014