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.

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The Next Challenge for Radiology Practices: RBMA Summit

Next week’s Radiology Business Management Association Radiology Summit is in our own backyard, taking place at the historic Broadmoor in Colorado Springs. Each year, RBMA provides a great opportunity to network with radiology professionals and practice administrators and share strategies in all areas of health care marketing.

Challenges in marketing to consumers, referring physicians and current patients are ever-present for leaders in radiology. We’re seeing radiology companies struggle with online reviews, decreasing modality volume and missed opportunities to get their name and associated expertise in the news.

Armada Medical Marketing will host booth #107 at RBMA and both Jim and Jennifer are eagerly awaiting introductions, questions and case studies of how to apply strategic marketing practices in an outpatient diagnostic imaging setting. Some “hot topics” we’ve seen over the past year have allowed us to create marketing campaigns to support our clients. Take a look…

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Sorin Group SCORES with New App

Client: Sorin Group

Project: SCORE Multimedia Application

Planning/Goals of the Project:

With increasingly strict regulations and policies impacting hospital operations, medical device manufacturers have been forced to reevaluate their selling propositions. Instead of focusing on product features, manufacturers must communicate how they can help hospitals comply with health care reform, electronic medical record integration, as well as risk and overall cost mitigation.

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Thanks for Subscribing, Liking and Retweeting

Oftentimes in this profession we take for granted the public’s knowledge for marketing buzzwords, promotional messaging and social media navigation. It’s always good to take a step back and provide you, our Periscope Blog followers and clients, with some simple How-Tos.

And in this season of giving thanks, we’re thanking you for subscribing to our blog as well as liking Armada Medical Marketing on Facebook and following us on Twitter. Not sure how to do all that? Here’s our first How-To:

Facebook: “Like” Us

Step 1: Visit facebook.com/ArmadaMedicalMarketing

Step 2: Log into your Facebook Account (if you do not have an account setup on Facebook, no worries, we have a step-by-step guide below)

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Q: How Do I Make the Most of Awareness Months?

A: Whether you’re marketing a medical device or a health care service, chances are there’s a national “awareness month” that you can leverage to improve the effectiveness of your marketing.

To illustrate, I’ll use the example of National Breast Cancer Awareness Month. During October, most consumer news outlets are heavily focused on stories related to breast cancer early diagnosis and treatment. This presents an excellent opportunity for hospitals, medical practices, diagnostic imaging centers, biopharmaceutical companies and equipment manufacturers focused on breast health.

 

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Finding Balance with Social Media & Medicine

 

We recently read the New York Times article about doctors using Facebook for both personal and professional reasons. It makes sense and we do the same. Just like any profession, you balance your career and personal sides.

Balance is the key phrase.

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