DRA: Growing the Radiology Business

August 20th, 2007 by Jon Mertz

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Posted in Radiology Workflow, Healthcare IT

AuntMinnie.com is running a series on surviving the Deficit Reduction Act (DRA). The first article was on Leading Your Imaging Center, and the second one was on Attaining Operational Excellence. The final article is entitled Deficit Reduction Act Survival Kit, Part 3 - Growing the Business.

This article is basic - Marketing 101 for Imaging Centers. Yes, a marketing plan, budget, and database are all good marketing elements. However, the most valid point of the article is “Get your house in order before you go out and market.”

The “get-your-house-in-order-first” point is really tied to the previous article on gaining operational excellence (e.g., improving your radiology workflow). Essentially, if your marketing message does not align with your operational capability, then you have wasted your marketing dollars and efforts.

Strategic relationships with referring physicians are critical. Combine that with efficient workflow to accept patient orders and quick turnaround times to deliver the patient reports, the physicians will likely increase the number of referrals being sent to your radiology practice. The message of efficiency, productivity, accuracy, and strong relationships will resonate loudly with that type of alignment between operations and marketing.

Again, it is taking the perspective of your clients and working back into your imaging operations. This approach is highlighted in an RT Image article that we wrote entitled A Novel Approach: Turning Your Imaging Practice Outside In.

The AuntMinnie.com series has been good in that it has highlighted the importance of leadership, operational excellence, and strategic alignment in addressing DRA in a potentially effective manner, but it scratches the surface of what needs to be done. Dig deeper, and you can survive in this new environment.