Marketing Interventional Radiology to Hospital Physicians

Client: Affiliates in Imaging

Project: Physician-Marketing Campaign to Promote Interventional Radiology Services

Planning/Goals of the Project:

Affiliates in Imaging is a group of more than 20 radiologists in San Francisco and the Bay Area specializing in both diagnostic imaging and interventional radiology (IR). The group contracts with area hospitals and medical centers to provide expert diagnostic imaging interpretation and minimally invasive treatments.

In 2011, the radiology group implemented some positive changes as well as new services to improve its image among hospital partners. Affiliates hired Armada to help communicate these changes to hospital-based physicians in a marketing communications program — the effectiveness of which would be evaluated in an annual survey of these physicians.

In this first year of working together, Armada helped Affiliates increase physicians’ favorable perceptions of its radiology services in all key measured areas, compared with 2010 survey results.

In 2012, Affiliates wanted to continue this upward trend. Physician marketing shifted focus to newly expanded IR services, and Armada developed a series of communications designed to promote these services to affiliated physicians.

Project Implementation:

Armada planned a campaign of frequent and dynamic communication with physicians and office staff. It consisted of a letter, brochure, survey and website improvements designed to effectively position Affiliates as a quality radiology group with strong expertise in IR procedures.

Armada Medical Marketing Affiliates in Imaging  IR Physician Marketing

A new brochure highlighted the interventional radiology team and their capabilities, which included minimally invasive treatments for vertebral compression fractures, uterine fibroids and certain cancers. Individual services were promoted through a “doc to doc” letter to physicians. IR procedures were listed and explained on their newly redesigned website.

Interventional Radiology website

Results and Evaluation:

Armada’s communications campaign, combined with ongoing changes made by the radiology group, had an extremely positive impact on Affiliates’ IR services, as well as its image among hospital physicians. Measured by an annual survey of doctors affiliated with one of the group’s largest hospital partners, the 2012 survey showed:

  • IR procedures increased from 659 to 851 (29% increase)
  • The group’s overall favorability increased from 29.6% to 33.7%
  • Convenience of contacting physicians increased 19%
  • Communication with physicians increased 20%
  • Availability of procedures increased 16%
  • Reliability of interpretations increased 10%


In all, Armada’s campaign helped to solidify Affiliates’ status as the radiology team of choice, while effectively communicating their new professional services and capabilities.

Learn how Armada Medical Marketing can help your imaging center or radiology group promote its expertise and services.

Jennifer is a Senior Account Supervisor at Armada.