I attended the Radiology Business Management Association's (RBMA) marketing conference in Portland, OR this week. Unlike the intermittent and rather unpredictable showers of Portland, the RBMA marketing conference related a rather consistent message: position yourself for growth, not maintenance. From executing on service to prioritizing physician outreach more effectively, presenters urged participants to consider important aspects of expanding your business, measuring ROI whenever possible. In fact, if data is not a predominant part of your referral strategy, it needs to be.
Reporting from RBMA Marketing Conference: A Focus on Growth Not Maintenance
Progressive programs begin analysis of the referring physician cohort by segmenting physicians according to referral volumes. At its most basic, segmentation should include three categories: loyalists, splitters, and non-users. However, some organizations go beyond simple stratification to include more nuanced categories.
Optimizing Referral Outreach Through Data and Analytics
A recent article published in Radiology discusses the work of Dutch researchers to revive a 115-year-old x-ray machine dated back to 1896. Just months after Wilhelm Conrad Röntgen's discovery of the x-ray, scientists of the time were able to build an x-ray machine using parts found in the inventory of a local high school. Dutch researchers set out to fire up this relic and determine dose and image quality comparisons to today's technologies.
Researchers Revive Century-Old X-Ray Machine