Marketing Course Descriptions
The following topics were presented at "Building Better Radiology Marketing Programs", March 12-13, 2005 and are availabe on audio CD or cassette.
Medical Terminology Does Not Have To Put You in Jeopardy
Michael Lavelle, MD
Have you ever wished you could take a fun refresher class in radiology terminology? This session will be a comprehensive review of radiographic terminology with an emphasis towards new imaging applications. After completion of this interactive and educational session, you will be prepped and ready to go for your meetings with referring physicians, staff and your own radiologists!
Developing a Marketing Plan that Produces Results
Pat Kroken
How do you gain both support and recognition for your work? This session takes the mystery out of developing an effective marketing plan and provides clear direction for developing strategy, measurable objectives, action steps, an implementation timeline and budget framework. The interactive session will include participation in the development of a representative objective and action items.
Understanding and Marketing CTA
Michael Lavelle, MD
As the 16 and 64-slice detectors become more prevalent, marketing needs to have a clear understanding of the benefits of CTA as it applies to individual specialties, such as cardiology, vascular surgery, internal medicine, etc. This session will review clinical indications and applications of CT Angiography in outpatient and hospital environments.
Budgets and Marketing Reports: Getting Support and Credit for What You Do
Pat Kroken
Traditional “percent of sales” marketing budgets do not translate well to radiology. Instead, it is important to tie budget requests to specific marketing objectives, demonstrating the logic behind the dollars. Even more critical are the types of reports that translate activity (data) into results (information) so physician leadership can see their efforts have been well-directed, money well spent—and you get the appropriate support for making things happen.
Roundtable Discussions
Sales or Marketing—They Are Different and Why You Should Care
Mary Ann Waldron
This interactive session will identify why it is important to appreciate the difference between sales and marketing. Hear suggestions on how you may optimize the contribution of these complementary functions. Learn what should be in your sales tool kit and how to ask probing questions to stimulate sales.
A Short Course in Advertising
Pat Kroken
“We tried advertising once and it didn’t work.” There are definitely good reasons why this statement is true. Take a whirlwind trip through advertising, media, effective copywriting and planning a media buy. Then learn to leverage your advertising efforts with effective public relations. This session is a full semester advertising course concentrated into 90 minutes—fast, fun and thought provoking.
Dynamic Solutions for Effective Web sites
Paul Davis
This session will provide attendees with a basic understanding of what a dynamic Web site is and how it works. Discover methods for planning, building and maintaining dynamic Web sites. Gather ideas for keeping the site content current and planning for future growth.
This Isn’t One Hour Photo: Developing New Imaging Centers
Stephanie Rosenthal
As radiology practices continue to grow and expand, what does a marketing department do when faced with the challenge of opening and marketing a new imaging center? It is not as easy developing a roll of film. This session will address the tools needed to market a new imaging center. Find out how to develop your plan of attack, know what questions need to be addressed, plan the big kick-off event, and get the most bang for your buck.
Data Mining to Increase Marketing Effectiveness
Henry Soch
Explore the strategies, tactics, and measurements developed to maximize relationship marketing activities by a multi-specialty radiology practice. Learn how to gather, analyze, and monitor targeted marketing activities for both referring physician and direct-to-consumer programs. Examine the use of simple, commercially available software programs to analyze and track marketing program results and trends.
Marketing Dental Imaging
Deborah MacFarlane
Marketing CT in an outpatient environment requires attention to specific specialties and customized applications. A niche market, dental imaging opens up a new customer base—oral surgeons—for the imaging center and adds incremental volume and revenues. This course provides a practical approach to developing a CT dental imaging program and steps for marketing this application in the dental community.
Marketing Outside of the Box—Rockin’ Docs Musicfest—A Community Outreach Program
Karen Rothermund
This presentation will provide a case study of Rockin' Docs Musicfest, a unique community outreach program that provides far reaching marketing opportunities outside the traditional medical community. Designed to provide the participant with an understanding of the importance of Community Marketing and Outreach Programs, this case study gives insight into the scope of management involved in producing large-scale events and presents the benefits of non-traditional marketing and cause related/community outreach programs
