2008 Building Better Radiology Marketing Programs — Course Descriptions
Thursday, April 3, 2008
8:00 am - 9:00 am
Delight Your Customer...or Someone Else Will
Catherine Baumgardner, BSBA, MHA, FACHE
The most successful providers are those who are customer-focused; and as personal financial responsibility for healthcare continues to grow, this fact will become even more evident. This session will address developing a practical customer service philosophy in your practice (for external and internal customers) and how to implement a practical customer service-focused marketing plan to create a significant competitive advantage in any market.
10:00 am - 11:00 am
Marketing is NOT a Department
Terri Langhans
Marketing starts at the top. Not by having the Powers That Be "do" the marketing themselves. Rather, by encouraging (and demanding) innovative, insightful, meaningful and memorable messages and strategies that stand out and attract more patients and referrals. What will break through the clutter and keep you top-of-mind? What are the realistic expectations and benchmarks you can set? And how do you lead the charge and get everyone on board? This session is packed with real-world examples and tangible tools that can be implemented right away, regardless of practice or budget size.
1:00 pm - 2:30 pm
Unifying Your Marketing & Operational Divisions
Martin Farrell
Most imaging centers experience a common problem - a disconnect between the sales and operational divisions. This is because the objectives and skills of the two departments can sometimes be polar opposites of each other. The disconnect usually occurs because there are no easy or logical lines of communication to unite the two divisions. The question that needs to be asked is “How can we unite the sales and operational divisions in a tangible way?” When imaging centers focus on finding common tools and communications to unite the two divisions, a noticeable increase in volume and customer levels usually occur at the respective centers.
1:00 pm - 2:30 pm
Does Your Marketing Plan Need a Makeover?
Melanie Haymond, BSRT
Effective marketing plans require a mixture of classic as well as essentials to make the most of your marketing efforts. A plan that includes your tried and true efforts but doesn’t shy from a pertinent current topic will satisfy your market goals, and when done, well strengthen your market position. This session will examine how to sort, keep, mend, discard and add marketing plan elements to provide your company with a comprehensive plan and approach to market planning.
3:00 pm - 4:30 pm
Utilizing Technology to Lock in Referring Physician Business
Devin Colvin, MBA
The session will discuss who the various customers are for an imaging center and in particular, how to utilize technology as a way to increase volume from referring physicians. Material will not cover magnets or large scanning apparatus, but rather cover technology to make life easier for imaging staff and referring staff. We will discuss ways to keep closer contact with the community and increase efficiency of office operations without increasing FTE’s.
Friday April 4, 2008
8:00 am - 9:00 am
Strut Your Stuff
Kim Longeteig
Quest Award winning entry or not, there are a lot of great ideas out there that deserve a spotlight. This is your opportunity to participate in a high-energy session and showcase your center’s creative approach. Bring your collateral –print or electronic – and come prepared to share the goals, planning, outcomes and budget considerations that went into your creation.
9:00 am - 10:00 am
Sales Training Panel
This session is for marketing professionals of all levels who are interested in honing their sales and marketing techniques. You will have an opportunity to submit questions for the panel ahead of time, or to ask questions during the session. Come prepared for a robust discussion!
10:30 am - 12:00 pm
The Incredible Shrinking Growth Market
Curtis Kauffman-Pickelle
In order for leaders to face the future challenges in diagnostic imaging, they must prepare themselves with a new business paradigm. This session will emphasize the importance of branding and positioning, as well as strategic approaches to marketing for the protection, growth and development of an organization.
1:00 pm – 2:30 pm & 3:00 pm – 4:30 pm (repeat)
The Laws Keep Changing: Ask the Speaker How to Market in a Compliant Fashion
W. Kenneth Davis, Jr., JD
With reimbursement sliding, marketing your practice is an absolute, but it can create legal problems for your practice if you don’t understand the laws or if you fail to take proactive steps to stay compliant. Review common marketing tools used by radiology businesses and the key laws that are potentially implicated and practical guidelines for structuring your marketing and related compliance efforts. Participants can ask about real world situations they have faced, and then obtain guidance on the legal issues.
Marketing Metrics - Strategies for Measuring Success
Ann Maloley, MBA
This session will address one of the hottest topics in healthcare marketing communications today. With pressure from leadership to demonstrate business growth utilizing a limited marketing budget, an effective return-on-investment (ROI) program is imperative. The session will examine the process to effectively measure ROI. A discussion with provide attendees with the critical success factors in a marketing strategy that allow for a greater return, for both the short-term and long-term.
Building Physician Liaisons
Bobbie De Los Santos, ARRT (R) (M) CNMT
Relationship marketing is grounded in the idea of establishing a collaborative and learning relationship with each customer, regardless of if the customer is the physician, the front office staff or the referral coordinator. This session will include tips on how to develop a relationship with the various decision makers within the physician office.
