Marketing CT and MR imaging services in a large urban teaching hospital

Factors that impact a patient's experience when undergoing single-photon emission computed tomography myocardial perfusion imaging (SPECT-MPI) in the US: A survey of patients, imaging center staff, and physicians

BACKGROUND

Single-photon emission computed tomography myocardial perfusion imaging (SPECT-MPI) is commonly used for coronary artery disease diagnosis/assessment in the United States (US); however, the factors that most significantly affect patients' experience when undergoing SPECT-MPI are not well known.

METHODS

In this US-based cross-sectional study, an online questionnaire was used to identify and quantify attributes of the SPECT-MPI process that impact patients' experience, according to adults who underwent SPECT-MPI in the prior month, cardiac imaging center staff, and referring physicians. Participants were asked to rate the importance of 32 factors using an 11-point scale; congruence between groups (physicians vs patients, patients vs imaging center staff, and physicians vs imaging center staff) was assessed.

RESULTS

The survey was completed by 101 patients, 101 center staff, and 100 physicians, who gave similar ratings for the highest-rated factors (high-quality results/decreasing likelihood of having to retest, highly skilled and knowledgeable staff, and compassionate and respectful staff). Congruence was higher between patients and imaging center staff compared with physicians and patients, and was notably low between imaging center staff and physicians.

CONCLUSIONS

We identified areas for improvement in the patient SPECT-MPI experience that could translate into improved quality and value.

Leveraging Facebook to Brand Radiology

In the current health care climate, radiologists should consider developing their brand. Facebook is the market leader for social media networking in the United States. The authors describe how radiologists can leverage Facebook to develop and market organizational, group, and individual brands. The authors then address concerns related to the use of social media by radiologists.

Attributes of nuclear imaging centers impacting physician referrals for single-photon emission computed tomography myocardial perfusion imaging tests

AIM

To evaluate nuclear imaging center attributes that cardiologists and primary care physicians (PCPs) consider when referring patients for single-photon emission computed tomography myocardial perfusion imaging (SPECT-MPI) tests, and how these attributes impact physician referral decisions in the United States.

METHODS

A targeted literature review and seven one-to-one interviews with physicians and imaging center directors were conducted to identify attributes that could impact physicians' referral decisions. The impact of the identified attributes was assessed via an online discrete choice survey among eligible PCPs and cardiologists randomly selected from a nationally representative panel, and quantified with an odds ratio (OR) scale estimated with a multivariable logistic regression.

RESULTS

Nine two-level attributes were identified: ease of the referral process, waiting time for tests, insurance preauthorization assistance, time to receive results, conclusive test reports, patient satisfaction, a protocol for rapid conversion from an exercise to a pharmacological stress test, patient communication, and assistance with parking/wheelchair access. A total of 410 physicians, including 208 (50.7%) cardiologists and 202 (49.3%) PCPs completed the survey. Among all physicians, a protocol that allows for a rapid conversion from an exercise to a pharmacological stress test (OR = 2.9) and preauthorization assistance (OR = 2.6) were the most impactful attributes. Additionally, cardiologists preferred imaging centers that provide an easy referral process (OR = 2.7), while PCPs favored centers offering a conclusive test report (OR = 2.4).

LIMITATIONS

Some center features that might impact physician referral decision were not evaluated in this study, if they were not easily changeable from an imaging center's perspective.

CONCLUSIONS

The availability of a protocol for rapid conversion from an exercise to a pharmacological stress test and preauthorization assistance had the most significant impact on physician referral decisions for SPECT-MPI. Additionally, cardiologists preferred centers providing an easy referral process, while PCPs favored those offering a concluding statement and actionable steps in test reports.

Strategic marketing: an introduction for medical specialists

Marketing and branding are 2 of the most important factors for business success in the United States. They are particularly critical in service industries such as diagnostic imaging. However, in spite of their strategic importance in radiology success, a search of the peer-reviewed radiology literature reveals a paucity of published work that addresses marketing for imaging practices. In particular, there is a dearth of literature addressing the role (both direct and indirect) of radiologists in marketing efforts. In this article, the authors attempt to identify and correct some common misconceptions that physicians and other scientific and technical professionals have about marketing. Basic terms and preliminary concepts are introduced to provide a foundational understanding of the topic, allowing the interested reader to move forward and explore these critical issues in greater depth.

Survey of the Use of Quality Indicators in Academic Radiology Departments

OBJECTIVE

Our purpose was to determine whether quality in academic radiology departments in the United States is systematically measured through indicators and evaluated by preset standards.

MATERIALS AND METHODS

We performed a cross-sectional study using a validated survey sent to Society of Chairmen of Academic Radiology Departments (SCARD) members and studied type, frequency of monitoring, and use of preset standards for evaluation of quality indicators. Statistical methods were descriptive summary statistics, chi-square test, analysis of variance, and Spearman's rank correlation test.

RESULTS

The response rate was 42% (55/132). Most responding hospitals were from the Northeast (20/55, 36.4%) and Midwest (18/55, 32.7%). About 58% (32/55) of the responding hospitals had more than 500 beds in operation; 50.9% (28/55) of the radiology departments performed 200,000-400,000 examinations per year. Among the 80% of departments (44/55) that monitored patient satisfaction, only 49.1% and 45.5% assessed referring physician and employee satisfaction, respectively. The most frequently monitored customer satisfaction indicator, patient satisfaction, was monitored quarterly or less frequently by 70.5% (31/44) of departments; about 45.5% (20/44) had preset standards for this indicator. MRI and CT were monitored for patient appointment access by 80% (44/55) and 72.7% (40/55) of departments, respectively; 59.1% (26/44) and 62.5% (25/40) of departments applied preset standards to these indicators, respectively. The reporting-time indicator monitored most frequently was report turnaround time (45/55, 81.8%). None of the differences in mean numbers and monitoring frequencies of the indicators and the use of preset standards to evaluate them by region and size of departments were significant (p >0.05).

CONCLUSION

Use of quality management indicators, particularly customer satisfaction indicators, is not a fully standardized and established process for academic radiology departments in the United States.

Radiology scheduling: preferences of users of radiologic services and impact on referral base and extension

RATIONALE AND OBJECTIVES

To study end-user attitudes and preferences with respect to radiology scheduling systems and to assess implications for retention and extension of the referral base. A study of the institution's historical data indicated reduced satisfaction with the process of patient scheduling in recent years.

METHODS

Sixty physicians who referred patients to a single, large academic radiology department received the survey. The survey was designed to identify (A) the preferred vehicle for patient scheduling (on-line versus telephone scheduling) and (B) whether ease of scheduling was a factor in physicians referring patients to other providers. Referring physicians were asked to forward the survey to any appropriate office staff member in case the latter scheduled appointments for patients. Users were asked to provide comments and suggestions for improvement. The statistical method used was the analysis of proportions.

RESULTS

Thirty-three responses were received, corresponding to a return rate of 55%. Twenty-six of the 33 respondents (78.8%, P < .01) stated they were willing to try an online scheduling system; 16 of which tried the system. Twelve of the 16 (75%, P < .05) preferred the on-line application to the telephone system, stating logistical simplification as the primary reason for preference. Three (18.75%) did not consider online scheduling to be more convenient than traditional telephone scheduling. One respondent did not indicate any preference. Eleven of 33 users (33.33%, P < .001) stated that they would change radiology service providers if expectations of scheduling ease are not met.

CONCLUSION

On-line scheduling applications are becoming the preferred scheduling vehicle. Augmenting their capabilities and availability can simplify the scheduling process, improve referring physician satisfaction, and provide a competitive advantage. Referrers are willing to change providers if scheduling expectations are not met.