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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