Marketing and Selling Radiology

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Sandra-EdsonBy Sandra Edson, MBA

March 2013—Southern California imaging leaders are gearing up for the AHRA Spring Conference this coming April in Los Angeles, CA. To build up enthusiasm, a local area meeting was held at Providence St. Josephs Medical Center in Burbank on February 13.

The evening got underway with the group of approximately 30 individuals networking with their colleagues while enjoying an array of appetizers sponsored by Hitachi Medical Systems.  Special thanks to Linda Ponzi and Terry Giblin who attended the event and interacted with attendees throughout the evening.

The evening’s speakers were sponsored by MedQuest Associates.  Nicole Faucher and Chris Winkle discussed how to market and sell radiology services. Attendees learned the difference between a physician liaison and direct selling efforts, the key components of an effective marketing/sales plan, how to identify target providers for volume growth, and how to measure success and accountability.

Nichole and Chris shared cardiac scoring, mammography, and 3T MRI case studies, all of which experienced an increase in volume through marketing efforts. Special promotions, extended hours, revamping referral forms, and developing targeted promotional marketing material all contributed to the increased volume.  Attendees were given a sample toolkit of promotional items to take back to their facilities. Chris indicated that while all of these items are critical, consistent communication with office staff and physicians is a key factor. It’s important to remember that when physicians refer patients to your department, they see you as an extension of their practice; therefore is important to understand their expectations and anticipate how you and your team can help them out. That’s where good documentation on your sales call activity is important, including detailed call notes, identified market penetration, and dynamic call routing on trends. Remember, the number of contacts increases the number of procedures being referred to you.

So as you prepare your sales plan, don’t forget to ask these questions:

What do you need the market to know?
What information does the market need to know?

Thanks to all my colleagues who attended this meeting. I hope to see you at the Spring Conference April 9-11 in Los Angeles and in Minneapolis this summer!

Sandra Edson, MBA is the director of imaging and cardiovascular services at Providence Little Company of Mary Medical Center in San Pedro, CA. She can be reached at

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