Effect of direct neuroradiologist participation in physician marketing on imaging volumes in outpatient radiology

L. Grignon, Mark D Keiper, J. Vavricek, W. Horsley, R. Murphy, A. Grignon, Fang Yu

Research output: Contribution to journalArticle

Abstract

BACKGROUND AND PURPOSE: Over the past several years, decreased demand for and increased supply of imaging services has increased competition among outpatient imaging centers in the United States. This study hypothesizes that using a radiology sales representative and neuroradiologist as a team in marketing and sales will increase imaging referrals in outpatient imaging. MATERIALS AND METHODS: From January to December 2009, baseline monthly physician referral data of CT andMRscans of 19 referring clinicians (neurologists, neurosurgeons, and anesthesiologists) to an outpatient radiology group were collected. During that time, a nonphysician radiology sales representative visited the referring clinicians' offices every 2 weeks. From January to June 2010, the same radiology sales representative visited the referring clinicians' offices every 2 weeks but was accompanied by a neuroradiologist once a month. From July 2010 to June 2011, the same radiology sales representative visited the referring clinicians' offices twice a month without a neuroradiologist. RESULTS: Cross-sectional imaging referral volumes were approximately 2.5 times greater during the 6-month period using the neuroradiologist for direct physician-to-physician marketing when compared with the volumes achieved with the sales representative alone, and continued neuroradiologist involvement in marketing and sales is required to maintain referral volumes over time. CONCLUSIONS: The impact on imaging referral volumes during the 6-month use of the neuroradiologist for direct physician-to-physician marketing in this study supports the assertion that neuroradiologist visits are an important element in establishing and maintaining a relationship with the referring clinician's office and thereby maximizing imaging referrals.

Original languageEnglish (US)
Pages (from-to)1481-1484
Number of pages4
JournalAmerican Journal of Neuroradiology
Volume35
Issue number8
DOIs
StatePublished - Aug 2014

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Marketing
Radiology
Outpatients
Referral and Consultation
Physicians

ASJC Scopus subject areas

  • Radiology Nuclear Medicine and imaging
  • Clinical Neurology

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Effect of direct neuroradiologist participation in physician marketing on imaging volumes in outpatient radiology. / Grignon, L.; Keiper, Mark D; Vavricek, J.; Horsley, W.; Murphy, R.; Grignon, A.; Yu, Fang.

In: American Journal of Neuroradiology, Vol. 35, No. 8, 08.2014, p. 1481-1484.

Research output: Contribution to journalArticle

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AU - Grignon, A.

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