Building Better Radiology Marketing Programs ‘07
Friday, March 23, 2007
8:00 am-9:00 am
Welcome and Turning Lead into Gold: Finding the Magic Within
Dave J. Elstun
Using segments of his popular "Comedy Magic Show" magician Dave Elstun delivers fun, exciting presentation with a message. With lessons learned from biographies and his own life experience Dave illustrates how he has managed his own career and built success in other organizations. Dave shares stories of famous personalities and the character traits that made them great. “Turning Lead into Gold” is a truly magical experience!
9:00 am-10:00 am
Radiology 101: It’s All in Your Head
Bradley J. Bohnert, MD
After a brief review of relevant anatomy, the most commonly utilized imaging techniques and procedures from a neuro radiology perspective will be discussed. Multiple real-life cases will illustrate the diagnostic power of today’s technology and how it is applied in both the hospital and outpatient settings. Advanced techniques that likely will become standard clinical practice in the near future will also be addressed.
10:30 am-11:00 pm
Understanding the DRA
Patricia Kroken, FACMPE, CRA
Everyone is talking about how the Deficit Reduction Act of 2005 will have a major impact on imaging centers, but what does that mean in terms of marketing and operations? This session will briefly discuss aspects of the DRA, including the importance of marketing during tough times.
11:00 am-12:00 pm
Marketing for $$$$ – Proven Strategies to Net Revenues
Deborah MacFarlane, MBA
Practices must grow patient volume and attract new sources of revenues in order to survive in the current industry marketplace. More than ever, gaining additional referrals and increasing market share is vital the continued financial health of outpatient imaging centers. In this increasingly competitive environment, what types of marketing strategies will produce incremental revenue for imaging centers? Where should we focus our efforts and our marketing dollars to ensure a return on the investment? This course reviews specific strategies that have proven successful in multiple imaging center environments and discusses the type of marketing efforts that produce the greatest financial return.
1:00 pm-2:30 pm
Marketing in Good Times and Bad: Developing New Strategy
Patricia Kroken, FACMPE, CRA
The business environment of radiology is shifting dramatically in some markets and still “on the horizon” in others. How do various market dynamics impact the development of strategy? This session will discuss how the characteristics of the group and its competitive marketplace impact activities in various situations discussed.
3:00 pm-5:00 pm — Concurrent Sessions
Convincing and Credible Marketing of PET/CT
Mary Ann Waldron
The role of PET/CT is not as widely understood or endorsed by clinicians as its benefit in patient management would suggest. This session will address the clinical utility of PET/CT in diagnosing, staging, restaging and response to therapy in three prevalent cancers - breast, lung, colorectal.
Presentation and Learning Lab - Award-Winning Ideas
Kim Longeteig
Brainstorming great ideas and then bringing them to life – whether it’s a great piece of collateral or a unique way to communicate with and educate your referring market – may seem like you need to pull a rabbit out of your hat. RBMA Quest Awards recognize radiology practices from around the country for their award winning ideas that leave the rest of us wondering, “How did they do that?” This session will put the spotlight on the previous years’ award winners to examine their thought processes, the challenges they faced, and the ultimate outcome of unveiling their great ideas. Plus, we’ll take a closer look at one practice’s successful launch of a physician CME program. Get ready to be awed and inspired; these ideas are much more than an illusion.
Saturday, March 24, 2007
8:00 am-9:00 am
Creating a Customer Service Program
Donna L. Rorer
Delivering excellent customer service is a proven tactic for companies dedicated to taking the lead in a competitive marketplace. It is important to understand that the way in which your client will judge your business and its customer service is by the way in which they are treated at every touch point. With that in mind, ensuring that the service received at each connection reflects your business culture is critical to success.
9:00 am-10:00 am
Radiology Group Marketing - What’s PACS Got to Do With It?
Donielle Sullivan, CPA
PACS technology is being adopted at an increasing rate, but has your practice strategically implemented this infrastructure? Has your market share increased? Have you created a service niche in your community? Have you successfully lowered costs? Has PACS impacted your contracting efforts and marketing team design? This session will explore the tremendous connection between successful PACS implementation and marketing success.
10:30 am-12:00 pm
The Legal Risks in Marketing Your Practice: Ask the Speaker
W. Kenneth Davis, Jr., JD
Everyone knows that marketing is usually a key to business success. But in healthcare, marketing can be downright treacherous if you don’t have a solid understanding of what is legal and what may be illegal. This session will begin with a brief review of common marketing tools used by radiology businesses, the key laws they potentially implicate, and the practical guidelines on what is permissible, what is impermissible, and what’s in the “gray area” of legal compliance. Most of the session will then be devoted to an extended question and answer opportunity for the participants, enabling the participant to develop a sense for certain basic legal principles and the scrutiny healthcare businesses have been given under these laws.
1:00 pm-5:00 pm — Concurrent Session
Workshop - Taking Sales to the Next Level
Carolyn Merriman, FRSA , Laurie Slater, MBA
Whether you have a new or mature referral development program; applying sales best practices can enhance your retention and growth results. Learn the findings of a national sales survey and examine how it can be applied to the real world of health care sales. A case study will focus on leading best practices that can be applied to radiology sales to deliver measurable results and give you a competitive edge.
1:00 pm-2:30 pm — Concurrent Session
Roundtable Discussion - Marketing your Groups Unique Services, i.e.: Nighthawk, EVLT, IR Clinics
Kim Longeteig -Facilitator
Facilitated discussions based on pre-submitted and current topics regarding the education and interactions of referring physicians. Included in this roundtable will be discussions on new and innovative ways to market your group’s unique services such as EVLT, NightHawk and new freestanding Interventional Clinics.
3:00 pm-4:00 pm — Concurrent Session
Building a Better Exam Request Form
Michael Woods, MS
How do you gather all of the information you need for a proper radiology order and present all of the information you want to convey about your practice within the confines of your exam request pad(s)? The changes in insurance requirements, the competitive landscape and our own organizations require frequent updates to keep our forms working for us. This session will review the requirements of every exam request form and present best practices and unique ideas to incorporate in your forms that will initiate a smooth imaging experience and promote your practice’s unique capabilities in a clear and concise manner.
4:00 pm-5:00 pm
Non-Traditional Forums for Marketing Your Radiology Practice
Kelly Kutcher
This session will cover less-traditional means of marketing the service of radiology and help explain how traditional marketing efforts can often distract from the service itself. Learn ways to market the radiology practice on any budget.
