How To Design And Print Referral Cards To Market Your Diagnostic Center

Many diagnostic imaging centers print referral cards for providers, which they can give to patients that they refer to your facility.

If you’re not providing referral cards or pamphlets to your referring physicians, now is a great time to start.

Just like any promotional material, design matters

Not only should your cards be aesthetically pleasing, they need to have the necessary information in an easy to read format.

Looking for some help with marketing your diagnostic center?

Click to see our range of options built specifically for imaging facilities

Here are the must-haves for your referral cards

  1. Website
  2. Phone number
  3. Address
  4. Logo
  5. Types of exams offered
  6. Map
  7. Photo of staff, building, or equipment

Pro Tip: If you have a handful of high referring physicians, make their cards specific to their practice. They will love that you took the extra effort to personalize their referral cards with their practice name.

Choosing a design software

If you’re creating your cards in Microsoft Word or another word processor, your design will be limited to the most rudimentary options. Designing in a program like PhotoShop or Adobe Illustrator will give you a much more professional look and feel.

If you don’t have anyone on your team who’s versed in a design program, contact a web designer for this task. For around $150-200 you can get a beautiful and unique template that you can use again and again.

Looking for a free pre-built template made specifically for diagnostic facility referrals?

Click To Get Our Free Template

referral card template example

Fonts and colors

When you’re designing your cards (or assigning a project to a designer) make sure you consider design elements like font and color. Look back at your website and business cards to make sure everything matches up nicely. Building a recognizable brand means picking a style and sticking to it.

Getting high-quality prints

If you’re printing your cards in the office, it’s time to step up your game. For just a few bucks you can get sturdy, high-quality prints online, or even up the road.

Shop around for an online service or brick and mortar store at places like:

Once you have your referral cards designed and printed, we recommend dropping them off with your most valuable referring physicians in person.

Want an easier way to get more patients in the door? 

Grow your online reviews automatically while improving your patient experience.

4 Fundamental Radiology Marketing Strategies

Sales and marketing in diagnostics is an area that has become increasingly challenging and complex. A clear picture of your current situation, your goals, and the path of least resistance to reach those goals is crucial. There’s more to it than making a list of strategies and jumping right in. Trial and error lead to time and money lost unnecessarily.

Radiology Marketing Strategies: Fundamental Planning Steps To Grow an Imaging Center

Most imaging centers have some radiology marketing strategies up their sleeves. However, sales and marketing in diagnostics is an area that has become increasingly challenging and complex. A clear picture of your current situation, your goals, and the path of least resistance to reach those goals is crucial.

There’s more to it than making a list of strategies and jumping right in. Trial and error lead to time and money lost unnecessarily.

Research, data assessment, and patient and provider feedback are the guiding forces behind an effective marketing plan for any imaging center.

Collecting patient feedback after their appointment is industry standard these days, so why not improve your online reviews while you’re at it?

Here’s how to get more online reviews and collect feedback directly so you can build trust and improve and your patient experience.

You Can’t Grow an Imaging Center Without Some Information

analyzing graph dataGathering information in the following areas will vastly improve any marketing manager’s ability to grow an imaging center. The success of your diagnostic marketing plan and your overall profitability will be driven by this research.

  1. SWOT Evaluation: Strengths, Weaknesses, Opportunities, & Threats
  2. Competition and Market Analysis
  3. Data Collection From Patients & Providers
  4. Reassessment & Adjustments

If you’re already on a roll and looking for some quick and effective strategies, check out this article for some simple yet effective additions to your radiology marketing strategies. If you’re looking to set up a big picture plan for long-term sustainable growth, read on.

A lack of initial research leads to an inefficient allocation of resources.

Spend the time now to save weeks or months of effort later. Before enacting your marketing plan, gather data for the following areas.

1. SWOT: Evaluating Strengths, Weaknesses, Opportunities, & Threats

Determining your strengths and weaknesses can be as involved as you choose for it to be. Regardless of how detailed you choose to get, note areas you’re already at the top of your game on and where you stand to make the most meaningful improvements.

Performing a detailed SWOT Analysis takes time and effort, but it’s well worth the energy. This will not only help direct your marketing efforts, it will help you budget for what matters most.

Strengths: Pinpoint what sets you apart from your competition

  • Do you offer exams which are not available elsewhere in your area?
  • Do you have an online referral system or unique integrations for your RIS?
  • Do you have equipment that accommodates a specific group of patients?
  • Do you offer the lowest self-pay prices in the area?
  • Do you offer extended hours of operation?

Weaknesses: Assess areas for improvement

broken link in a chain

  • Are your software systems slow and clunky?
  • Is there a group of patients you struggle with assisting?
  • Is your website dated and difficult to use?
  • Is your location inconvenient for your patients?

Even if you are not able to make improvements to these areas right now, simply knowing where your challenges are will help direct your diagnostic marketing efforts.

Opportunities: Finding areas of need and how you can fulfill those needs.

  • Do your strengths put you in a prime position to best perform a specific type of exam?
  • Is there a need for a service you provide which you expect to grow in the coming years?
  • Are there ways the radiology industry is changing that open new doors for your business?

The next section covers Market Research & Competition Analysis, which will help you target the most valuable opportunities for growth.

Threats: Finding where you are most vulnerable.

  • Is a local hospital’s radiology department growing at a rate you can’t compete with?
  • Are changes in government policy going to cause hardships for your center?
  • Is a larger facility in a nearby area getting referrals that use to be sent to your center?

Identifying threats will help you find how to best protect against them instead of weathering the storm once it arrives.

Even a quick brainstorm style version is better than nothing and you can always make modifications over time as you collect more information.

2. Competition and Radiology Market Analysis

tabletop football gameGathering data by performing a full radiology market analysis and competition assessment is akin to learning who you are up against in a sporting event. If you don’t know how many other players are on the opposing team, their signature plays, or even how many teams you could be competing against, you’re in for a tough game.

Researching your local competition and radiology market size for your area using these steps:

  • Gather local market statistics from vendors, independent consultants, medical publications, and databases to determine the greatest need in your area. Strive to learn things like what specialists are most likely to refer for each exam type and how far from your location is too far.
  • Assess your current referral data and track changes over time. Integrate a HIPPA compliant reporting tool that integrates with your RIS to build customized dynamic reports you can check anytime. Note your top referring providers’ location, specialty, and practice size. Use this data to assign a current sending score for each provider. This will help you find opportunities for increased referrals and identify physicians who are already referring an ideal number of patients.
  • Identify the best new referral opportunities by researching medical providers in the area. If you have a web developer on your team, you may be able to automate this process. Score potential referrers to find those most worth pursuing.

Take these factors into consideration when building your radiology marketing strategies for assessing referral opportunities. 

  • Specialty
  • Practice size
  • Location

Once you have determined which current and prospective referring providers are most valuable to your facility, you can focus your radiology marketing plan around them. This will ensure your marketing has a well-defined path.

3. Data Collection From Patients & Providers

Customer Feedback Form on TabletGetting a clear picture of how you’re perceived by patients and providers may be the most valuable ongoing data you can collect. Strive to constantly assess your progress through:

Patient Satisfaction Surveys can be sent via email, SMS text messages, or as a pre-stamped postcard at the time of the exam. The answers patients give can help you to:

  • Understand your strengths and weaknesses from a patient perspective
  • Gather more information about patient expectations
  • Request online reviews. A crucial part of reputation management
  • Reach out to unsatisfied patients to resolve the issue

An imaging center’s patient satisfaction rate is correlated to ratings and reviews, both of which can help you get more patients. Learn more about how to grow an imaging center through effective patient retention strategies. Ensuring patients would choose your center next time around makes a big difference.

Provider Feedback can be collected on an individual basis over the phone, in person, or through email. Ask your referring providers about

  • Ease of referral process. Was it quick? Easy? Convenient?
  • Exam results. Were the results timely and easy to access? Were the images clear?
  • Communication. Was it easy to communicate with our staff? Were you able to get in touch with us easily? Did we answer any questions and adhere to special requests?
  • Would you recommend us to another physician? Why or why not?
  • What can we improve? The most important question you can ask.

Most likely, your imaging center profitability revolves around your referring providers. Your provider feedback will help you understand what your referring doctors are looking for and how to best meet their needs. It will also let them know you’re striving to make things easier on them and that you respect and value their relationship with your center.

Effectively marketing to physicians for referrals

One strategy rarely employed is email marketing to physicians. This method of gaining referrals requires some planning and research and can produce surprisingly positive results. The key here is finding out what information of value you can offer to referring partners to strengthen your relationship with them.

4. Reassessment & Radiology Marketing Strategy Adjustments

adjusting dialsThings change over time, if you’ve planned carefully, it will be for the better. Monitoring your progress through ongoing data collection and assessment is a key component to maintaining your trajectory.

Now that you’ve put the time and thought into the preliminary steps to planning out your approach, you’re off to the races. The work you’ve put into analyzing your business, researching your local market, and collecting data will be invaluable in every marketing tactic you employ. You’ll want to check back in with these items regularly.

Decide how often you will:

  • Reassess your data
  • Measure your progress
  • Make adjustments to your marketing plan

Maybe it’s once a quarter with your whole team, maybe it’s at the end of each month when you’re taking a look at the cash flow, maybe it’s a quick glance each week. Whatever you choose, be diligent and you will get the most out of your radiology marketing strategies to drive your business to success.

Looking to get a leg up by better understanding your local market and competition?

Click to learn how we provide detailed local provider research so you know exactly where to focus your marketing efforts.

The Best Patient Retention Strategies for Diagnostic Centers

Great strategy guides have been created for increasing patient referrals to new and growing diagnostic imaging centers, but much less is written about strategies for diagnostic patient retention

Focusing only on marketing your imaging center to gain new patients may mean failing to nurture existing patients, which can hinder your efforts to build your imaging center’s reputation. And a good reputation is key to gaining new diagnostics patients and growing your imaging center overall.

How to keep radiology patientsPatients who slip through the cracks may suffer negative consequences of disrupted care, while your center loses the rewards of all the hard work that has gone into your outreach and reputation-building efforts.

Thankfully, there are many ways to keep your patients engaged with your imaging center, and they won’t break your bank. If you set them up carefully, many can even be automated!

Increase your patient retention by staying connected.

Asking patients for feedback is a great way to stay connected, get more online reviews, and pinpoint how to improve your patient experience.

Learn how MedRev automatically collects patient feedback and grows your positive reviews.

Quality Care is the first step to increase patient retention for an imaging center

This one may seem obvious, but are you going about this with the right mindset?

Strategies for patient retentionYou take pride in your staff’s training and dedication to current best practices, as well as the safety and rigor of the technologies they use. However, other metrics of quality may be an even more effective method to increase patient retention for an imaging center.

The patient’s understanding of their care and active engagement in decision making, the perceived goodwill of the staff, and ease of appointment making are just a few facets of patient experience that can make or break a patient’s relationship with your center.

Ensure that your diagnostic patients understand their exams

Although it is easy to assume that smiling, nodding patients understand what your staff is telling them, this is often not the case.

A study of patients about to undergo imaging exams found that less than half could correctly indicate whether radiation was involved in their exam, about 28% were less than satisfied with the explanation they had received about their exam, and over half wished they could discuss the exam with a radiologist beforehand.

Retaining imaging patientsTaking the time to help a patient understand the choices and services that they are being offered may help them to not only play an active role in making decisions for their health but also to stay engaged in their care.

How can you help imaging patients play an active role in decisions about their health?

  1. Consider asking the patient open-ended questions to encourage them to describe in their own words what you have discussed so that you can check for understanding.
  2. You may also think about using patient decision aids such as this online tool to help patients decide whether to be screened for lung cancer.
  3. Motivational Interviewing is a well-researched set of principles and tools that can help healthcare providers to avoid taking a paternalistic role with their patients, as this can result in the power struggles and ambivalence that lead to no-show’s as well as poor adherence to recommendations and follow-ups. Instead, these simple but powerful techniques help you to take on a collaborative partnership with your patients to keep them engaged.

Ideas for patient retentionEmpowering your imaging patients to understand and take part in their health care will result in positive outcomes, including patient satisfaction and an increase in patient retention for an imaging center.

Retaining imaging patients by training your staff in rapport-building

Every staff member has an impact on how patients will perceive any outpatient imaging center as a whole. We also know that patients who think the staff and providers are “nice” will be more likely to come back.  What might not be so obvious is how, exactly, to accomplish this, particularly in the face of time limitations or patient complaints.

Techniques such as reflective listening and asking open-ended questions will empower your staff to use every interaction as an opportunity to build rapport with each and every imaging patient that comes to your facility.

Centers that train all staff in these tools know how to keep radiology patients. Fostering rapport can also help to reduce the negative consequences of service failures. No center is perfect, and strong relationships with your patients will help you to weather the storm when mistakes are made.

Embed small kindnesses into the center itself

Colorful mini gift boxes, Ideas for patient retentionIntegrating warmth and continued connection with the patient into your center’s processes is one of the best ideas for patient retention. It turns out it’s the little things that make a big difference. Multiple studies have shown that small touches such as mailing patients postcards and letters can actually reduce suicide attempts. This highlights just how powerful small kindnesses can be.

  1. Keep in touch with your patients, for example by mailing birthday or holiday cards. Not only does keeping in touch with your patients show them that you care, it can also help remind them to take stock of their health, which could mean coming in for a follow-up.
  2. Make your patients comfortable while they are at your imaging facility for their visit. You can further strengthen your relationship by keeping your waiting room hospitable and having small conveniences available.

Many times it’s the little things that people remember. If you’re struggling with how to keep radiology patients happy, don’t overlook the details.

Retaining imaging patients means giving your patients resources that matter to them

When considering strategies for patient retention, providing value to your patients is crucial. And we’re not just talking about a low price here. Help your patients make the most of their time with you, as well as the interactions you have with them outside your imaging facility.

Schedule quickly to help your patients to keep their appointments.

Thumbtacks in calendar to keep radiology patientsA large study of 54,652 radiology exam appointments showed that no-shows were more frequent if there were more days between the appointment and the day it was scheduled. Not surprisingly, patients who had missed appointments in the past were also at higher risk for missing them again. Get patients scheduled as quickly as possible, and use reminders to help patients remember their appointments. If a patient has no-showed previously, consider using multiple reminders to assist them.

Stay connected with your patients through radiology email marketing

Radiology patient retention can benefit from some of the same automated email strategies that help other businesses. These may include:

  • Emails welcoming them to the imaging center
  • Emails providing requested content
    • Example: A potential patient enters their email address into your center’s website so that they can receive an e-brochure on screening recommendations for their age group
  • Emails that invite the patient to get to know the center better. This could be an invitation to like or follow your facility on social media, or an invitation to a community event the center is hosting or sponsoring.
  • Emails that ask the patient questions that would help to inform your patient care and/or marketing strategies and help the patient to feel heard and valued
    • Example: A patient satisfaction survey after an appointment visit
    • Example: Asking patients what their biggest concern is about a particular imaging exam
  • Emails that ask the patient to review your center online (e.g., on Yelp, etc.)
  • Although positive reviews will help you to engage new patients, writing reviews on your behalf may also help your patients to be even more committed to your center!
  • Newsletter emails
    • Example: Patient stories about how your center has helped them, news about how the center is improving and growing, information about how your center helps the local community

Strategies to keep new patientsTip: Make your emails even more effective and memorable with these Diagnostic Center Email Signature Tips

These strategies for diagnostic patient retention will lead your facility to success

There are a wealth of strategies for diagnostic patient retention, both human-centered and technology-assisted, that can help you make sure you keep your patients happy.

These retention tools require some investment or training up front but can become an automatic part of your imaging center’s daily routines. Not only will they help you with patient retention, but they also help to foster a positive workplace culture at your radiology center!

Growing your imaging center doesn’t have to be hard!

Click to learn about our diagnostic growth products and services to help your center prosper.

Great strategy guides have been created for increasing patient referrals to new and growing diagnostic imaging centers, but much less is written about strategies for diagnostic patient retention

Focusing only on marketing your imaging center to gain new patients may mean failing to nurture existing patients, which can hinder your efforts to build your imaging center’s reputation. And a good reputation is key to gaining new diagnostics patients and growing your imaging center overall.

How to keep radiology patientsPatients who slip through the cracks may suffer negative consequences of disrupted care, while your center loses the rewards of all the hard work that has gone into your outreach and reputation-building efforts.

Thankfully, there are many ways to keep your patients engaged with your imaging center, and they won’t break your bank. If you set them up carefully, many can even be automated!

Increase your patient retention by staying connected.

Asking patients for feedback is a great way to stay connected, get more online reviews, and pinpoint how to improve your patient experience.

Learn how MedRev automatically collects patient feedback and grows your positive reviews.

Quality Care is the first step to increase patient retention for an imaging center

This one may seem obvious, but are you going about this with the right mindset?

Strategies for patient retentionYou take pride in your staff’s training and dedication to current best practices, as well as the safety and rigor of the technologies they use. However, other metrics of quality may be an even more effective method to increase patient retention for an imaging center.

The patient’s understanding of their care and active engagement in decision making, the perceived goodwill of the staff, and ease of appointment making are just a few facets of patient experience that can make or break a patient’s relationship with your center.

Ensure that your diagnostic patients understand their exams

Although it is easy to assume that smiling, nodding patients understand what your staff is telling them, this is often not the case.

A study of patients about to undergo imaging exams found that less than half could correctly indicate whether radiation was involved in their exam, about 28% were less than satisfied with the explanation they had received about their exam, and over half wished they could discuss the exam with a radiologist beforehand.

Retaining imaging patientsTaking the time to help a patient understand the choices and services that they are being offered may help them to not only play an active role in making decisions for their health but also to stay engaged in their care.

How can you help imaging patients play an active role in decisions about their health?

  1. Consider asking the patient open-ended questions to encourage them to describe in their own words what you have discussed so that you can check for understanding.
  2. You may also think about using patient decision aids such as this online tool to help patients decide whether to be screened for lung cancer.
  3. Motivational Interviewing is a well-researched set of principles and tools that can help healthcare providers to avoid taking a paternalistic role with their patients, as this can result in the power struggles and ambivalence that lead to no-show’s as well as poor adherence to recommendations and follow-ups. Instead, these simple but powerful techniques help you to take on a collaborative partnership with your patients to keep them engaged.

Ideas for patient retentionEmpowering your imaging patients to understand and take part in their health care will result in positive outcomes, including patient satisfaction and an increase in patient retention for an imaging center.

Retaining imaging patients by training your staff in rapport-building

Every staff member has an impact on how patients will perceive any outpatient imaging center as a whole. We also know that patients who think the staff and providers are “nice” will be more likely to come back.  What might not be so obvious is how, exactly, to accomplish this, particularly in the face of time limitations or patient complaints.

Techniques such as reflective listening and asking open-ended questions will empower your staff to use every interaction as an opportunity to build rapport with each and every imaging patient that comes to your facility.

Centers that train all staff in these tools know how to keep radiology patients. Fostering rapport can also help to reduce the negative consequences of service failures. No center is perfect, and strong relationships with your patients will help you to weather the storm when mistakes are made.

Embed small kindnesses into the center itself

Colorful mini gift boxes, Ideas for patient retentionIntegrating warmth and continued connection with the patient into your center’s processes is one of the best ideas for patient retention. It turns out it’s the little things that make a big difference. Multiple studies have shown that small touches such as mailing patients postcards and letters can actually reduce suicide attempts. This highlights just how powerful small kindnesses can be.

  1. Keep in touch with your patients, for example by mailing birthday or holiday cards. Not only does keeping in touch with your patients show them that you care, it can also help remind them to take stock of their health, which could mean coming in for a follow-up.
  2. Make your patients comfortable while they are at your imaging facility for their visit. You can further strengthen your relationship by keeping your waiting room hospitable and having small conveniences available.

Many times it’s the little things that people remember. If you’re struggling with how to keep radiology patients happy, don’t overlook the details.

Retaining imaging patients means giving your patients resources that matter to them

When considering strategies for patient retention, providing value to your patients is crucial. And we’re not just talking about a low price here. Help your patients make the most of their time with you, as well as the interactions you have with them outside your imaging facility.

Schedule quickly to help your patients to keep their appointments.

Thumbtacks in calendar to keep radiology patientsA large study of 54,652 radiology exam appointments showed that no-shows were more frequent if there were more days between the appointment and the day it was scheduled. Not surprisingly, patients who had missed appointments in the past were also at higher risk for missing them again. Get patients scheduled as quickly as possible, and use reminders to help patients remember their appointments. If a patient has no-showed previously, consider using multiple reminders to assist them.

Stay connected with your patients through radiology email marketing

Radiology patient retention can benefit from some of the same automated email strategies that help other businesses. These may include:

  • Emails welcoming them to the imaging center
  • Emails providing requested content
    • Example: A potential patient enters their email address into your center’s website so that they can receive an e-brochure on screening recommendations for their age group
  • Emails that invite the patient to get to know the center better. This could be an invitation to like or follow your facility on social media, or an invitation to a community event the center is hosting or sponsoring.
  • Emails that ask the patient questions that would help to inform your patient care and/or marketing strategies and help the patient to feel heard and valued
    • Example: A patient satisfaction survey after an appointment visit
    • Example: Asking patients what their biggest concern is about a particular imaging exam
  • Emails that ask the patient to review your center online (e.g., on Yelp, etc.)
  • Although positive reviews will help you to engage new patients, writing reviews on your behalf may also help your patients to be even more committed to your center!
  • Newsletter emails
    • Example: Patient stories about how your center has helped them, news about how the center is improving and growing, information about how your center helps the local community

Strategies to keep new patientsTip: Make your emails even more effective and memorable with these Diagnostic Center Email Signature Tips

These strategies for diagnostic patient retention will lead your facility to success

There are a wealth of strategies for diagnostic patient retention, both human-centered and technology-assisted, that can help you make sure you keep your patients happy.

These retention tools require some investment or training up front but can become an automatic part of your imaging center’s daily routines. Not only will they help you with patient retention, but they also help to foster a positive workplace culture at your radiology center!

Growing your imaging center doesn’t have to be hard!

Click to learn about our diagnostic growth products and services to help your center prosper.

Email Signature Tricks for Diagnostic Imaging Marketing

A Good Email Signature Is an Easily Accessible Tool in Your Diagnostic Imaging Marketing Strategy Toolkit

According to Sumo, the average person receives 124 business related emails per day. That’s a lot of competition. When it comes to diagnostic imaging marketing, there are several tactics to get you noticed. One of the simplest, yet often overlooked, is having a good email signature.

Below we will show you how an effective email signature can be created in a matter of minutes.

Looking for a better way to send out more effective emails from your diagnostic center?

Click to learn how professional and educational email marketing can grow your diagnostic center!

How a Simple Addition to Your Email Signature Can Generate Sustained Interest and More Patient Referrals

Radiology Marketing Strategy: All aspects of marketing your diagnostic center should aim to be memorable.  If your signature doesn’t stand out and provide useful information to your reader, you could be missing out on connecting with your community and getting new patient referrals.

So, what does a memorable email signature need?

Most imaging centers have the minimum. This includes:

  1. Your Full Name
  2. Your Diagnostic & Imaging Center’s Address
  3. Your Diagnostic & Imaging Center’s Website

That’s a great start, but here’ what you really need for radiology marketing strategy:

  1. A link to your Imaging Center’s Facebook Page and other Business Profiles
  2. Your Title or Position
  3. Your Logo
  4. Your Email Address (yes, I said that)

Here are 3 key email steps below to pique the interest of a Referring Physician

1. Add Your Email Address to Your Email Signature

It’s funny how a  little thing like this can have such an impact.  Most people feel that it is redundant to add your email address to your signature.  Actually, you are making it easier for your referring physician to save your information and remember who you are.  

This technique sets you apart from those other 123 emails your reader is getting today. 

Email signature diagnostic imaging marketing

2. Make Sure Your Email Signature is Branded In Line Your Other Radiology Marketing Efforts

Your email signature is a form of branding which is key to any diagnostic imaging marketing strategy.  Just as you would take into consideration font size, type, and color on a piece of marketing collateral, use the same principle here too.  Color plays a big part.  Change the font color of your name to match the branding of your facility.  This helps it stand out and adds consistency to your overall marketing.

Go a step further and change the font color of your title and email address to match your name.  This helps your referring physicians quickly identify what they need in a well-organized signature. Another benefit of adding color to portions of your signature is that it will break up your name, title, and website from the middle portion featuring your business address.

Remember to test your color on multiple devices to be sure it is clearly visible.

radiology marketing strategy

3. Get Creative With Your Layout

Who says your email signature has to read like a standard line-by-line paragraph? Actually, you can get your referring physician’s attention by being creative in unique ways.  For example, add your facility’s logo to your signature and move it out to the right of your contact information. Enlarge your logo to cover ⅔ of the signature.  Since we read from left to right, your contact information is the first that is read and your logo is the last.  Embed a link to your website within your logo for an interesting Call to Action.

diagnostic imaging marketing

Want To Kick Your Diagnostics Imaging Marketing Into High Gear?

The tips above cover a lot. But there is so much more you can do! Incorporating effective emails into your diagnostic imaging marketing plan means using what you have to your advantage.

Use Your Radiology Blog in Your Email Signature to Generate Added Interest.

To really stand out, consider adding

  1. Your Headshot
  2. A Link to your Blog
  3. A Link to a relevant article on your Blog
  4. A featured image from your Blog as your link

Are You Seeing Low Open Rates on Your Emails? This article can help!

It’s the little things that matter is a phrase that holds true in many instances. Your mail signature is one of them.  By making just a few small adjustments, you will set yourself apart from your diagnostic imaging marketing competition, increasing the chances of your diagnostic and imaging facility being remembered, thus creating an increased chance of new business with referring physicians.

Download the Email Signatures Template

Still not getting the response rate you’re looking for?

Your diagnostic center’s online reputation could be to blame! Learn how you can get more positive reviews to boost your business.

A Good Email Signature Is an Easily Accessible Tool in Your Diagnostic Imaging Marketing Strategy Toolkit

According to Sumo, the average person receives 124 business related emails per day. That’s a lot of competition. When it comes to diagnostic imaging marketing, there are several tactics to get you noticed. One of the simplest, yet often overlooked, is having a good email signature.

Below we will show you how an effective email signature can be created in a matter of minutes.

Looking for a better way to send out more effective emails from your diagnostic center?

Click to learn how professional and educational email marketing can grow your diagnostic center!

How a Simple Addition to Your Email Signature Can Generate Sustained Interest and More Patient Referrals

Radiology Marketing Strategy: All aspects of marketing your diagnostic center should aim to be memorable.  If your signature doesn’t stand out and provide useful information to your reader, you could be missing out on connecting with your community and getting new patient referrals.

So, what does a memorable email signature need?

Most imaging centers have the minimum. This includes:

  1. Your Full Name
  2. Your Diagnostic & Imaging Center’s Address
  3. Your Diagnostic & Imaging Center’s Website

That’s a great start, but here’ what you really need for radiology marketing strategy:

  1. A link to your Imaging Center’s Facebook Page and other Business Profiles
  2. Your Title or Position
  3. Your Logo
  4. Your Email Address (yes, I said that)

Here are 3 key email steps below to pique the interest of a Referring Physician

1. Add Your Email Address to Your Email Signature

It’s funny how a  little thing like this can have such an impact.  Most people feel that it is redundant to add your email address to your signature.  Actually, you are making it easier for your referring physician to save your information and remember who you are.  

This technique sets you apart from those other 123 emails your reader is getting today. 

Email signature diagnostic imaging marketing

2. Make Sure Your Email Signature is Branded In Line Your Other Radiology Marketing Efforts

Your email signature is a form of branding which is key to any diagnostic imaging marketing strategy.  Just as you would take into consideration font size, type, and color on a piece of marketing collateral, use the same principle here too.  Color plays a big part.  Change the font color of your name to match the branding of your facility.  This helps it stand out and adds consistency to your overall marketing.

Go a step further and change the font color of your title and email address to match your name.  This helps your referring physicians quickly identify what they need in a well-organized signature. Another benefit of adding color to portions of your signature is that it will break up your name, title, and website from the middle portion featuring your business address.

Remember to test your color on multiple devices to be sure it is clearly visible.

radiology marketing strategy

3. Get Creative With Your Layout

Who says your email signature has to read like a standard line-by-line paragraph? Actually, you can get your referring physician’s attention by being creative in unique ways.  For example, add your facility’s logo to your signature and move it out to the right of your contact information. Enlarge your logo to cover ⅔ of the signature.  Since we read from left to right, your contact information is the first that is read and your logo is the last.  Embed a link to your website within your logo for an interesting Call to Action.

diagnostic imaging marketing

Want To Kick Your Diagnostics Imaging Marketing Into High Gear?

The tips above cover a lot. But there is so much more you can do! Incorporating effective emails into your diagnostic imaging marketing plan means using what you have to your advantage.

Use Your Radiology Blog in Your Email Signature to Generate Added Interest.

To really stand out, consider adding

  1. Your Headshot
  2. A Link to your Blog
  3. A Link to a relevant article on your Blog
  4. A featured image from your Blog as your link

Are You Seeing Low Open Rates on Your Emails? This article can help!

It’s the little things that matter is a phrase that holds true in many instances. Your mail signature is one of them.  By making just a few small adjustments, you will set yourself apart from your diagnostic imaging marketing competition, increasing the chances of your diagnostic and imaging facility being remembered, thus creating an increased chance of new business with referring physicians.

Download the Email Signatures Template

Still not getting the response rate you’re looking for?

Your diagnostic center’s online reputation could be to blame! Learn how you can get more positive reviews to boost your business.

Where & How To Start an Imaging Center

There are two important questions to answer relating to starting an imaging center.

The first is: Should you open a diagnostic imaging center? The answer to this one will vary depending on who’s asking it. 

The second is perhaps more important and needs to be answered first: What does it take to start an imaging center?

This article is going to give you everything you need to know about building an imaging center so you can come to an informed conclusion on whether or not this endeavor is right for you.

Setting up a marketing strategy for your new imaging center?

Click to read about our diagnostic marketing products and services to grow your center.

Assessing Imaging Center Profitability

Before you start creating a vision and a marketing plan for a  new imaging center, you’ll want to do some research. For your radiology center business plan, Imaging center profitability may be on a long-term upward trend, but with healthcare reform and economic changes, there are no guarantees. Is it worth the risk? The only way to answer this is to do the research specific to your situation and location.

Starting an imaging center is not cheap.

You’ll have to put in a lot of money upfront and it can take time to start making a profit. Will you need investors, a business partner, or some loans? Crunching the numbers should be your first step.

Ask Yourself a Lot of Questions

These are dozens of questions you will want to ask yourself in order to determine whether starting an imaging center is a good choice for you. Questions will help guide your research and planning into the financial and marketing aspects of opening an imaging center.

Consider The Location You’re Thinking About Opening an Imaging Center In

The number one rule of all real estate is location, location. location. Sounds easy but there some specific considerations to take into account when we are talking about where to open an imaging center.

Locations near physician’s offices and near the hospital are ideal.

start an imaging center locationMore specifically, your imaging center should be located near the offices of your Referring Physicians. It needs to be accessible and convenient for the patients.  Often a physician will recommend a certain test for a patient and tell the patient to come back to his office when it is completed.

Even if a test is not able to be performed immediately or even in the next few days, the patient likely lives or works nearby or at least is familiar with the area.

Pick a location that’s easy to find

If the patient cannot easily locate the radiology imaging center his or her physician recommended, it is the patient’s prerogative to go to any location he or she chooses.  Missed appointments mean your radiology marketing budget is taking a hit.

Diagnostics Building Specifications

building viewIt is difficult to find a free-standing building that is suitable for all of the requirements for an outpatient imaging center. Even if your chosen building was built as an imaging center, changes will likely have to be made. 

It’s up to you to make sure your facility meets all the requirements.

Look and Feel of the Place

Additionally, you’ll want to consider the overall appearance of the center both inside and out. If the building is old and the rooms are cramped, it could steer potential patients and referring physicians away from you.

Parking and Public Transportation to your Imaging Center

There must be enough parking spaces and many patients will need handicapped spaces. If the building is not free-standing, you must be cognizant of the types of businesses above your planned imaging center.

Ideally, your imaging center will be located within easy reach of public transportation. Otherwise, you are limiting your patient pool to those who have a vehicle.

MRI Specific Considerations

start an imaging center with MRIYou must carefully consider the ideal location for the MRI room.

The MRI machine should be placed in an RF-shielded (radio-frequency) room.

The MRI space consists of three nested components:

  1. An outer shell for structural support
  2. A middle metallic RF-shield
  3. An interior layer made of finish materials

It takes extra space for these items and they must be constructed properly. It can not be too close to moving traffic as that may interfere with the machine’s capabilities.

Steer Clear of ALL METAL

If metal is allowed in the room, catastrophe will ensue. Many times a “foyer” is constructed at the entrance to the MRI room with metal detectors to ensure there are no mistakes.

Consider The Noise of the MRI

The machine is noisy when in use and will possibly be a nuisance to any upstairs or even downstairs neighbors. If your facility is not in a stand-alone building you should assess the possibility of upsetting your neighbors. You also want to take into account any area of your facility that may be sound sensitive and make sure it’s not near any noisy equipment.

Additional MRI Considerations

Depending on where you are, the MRI may have to be a minimum distance away from moving vehicles as well. This includes lawnmowers and trash collection trucks when they are in use. 

CT & X-Ray Machines

The x-ray room and the CT room will have to be lead lined. There will be questions about storage and elimination of any chemicals that may be needed for any specialty machines. Newer machines may not be as “hazardous” as older machines so a decision concerning what radiographic machines to purchase may have to be done prior to the final plans for the building.

Installing The Equipment

Remember, the machines to be installed are more often than not very large and very heavy. They will not fit through a doorway. Often the outside wall of the building will have to be removed for the installation, especially for the MRI. After installation, the wall, as well as any required lining, will have to re-installed. The ceiling of the room also will have to be lined.

The Pros Know Best

blueprints

Start an imaging center: After deliberating and choosing a suitable location for your center, the hard work begins. Even if the building is already built, even as an imaging center, work will have to be done to the premises.

The layout of the facility should be designed by a professional in the area of imaging centers. Dimensions of rooms may vary wildly depending on the footprint of the proposed or existing building.

An MRI requires definitive parameters that a CT exam room or a room for a plain x-ray machine will not need. You’ll need to think about the width of the hallways and the location of the different modalities, as well as the location of the front desk and even the bathrooms.

Think your plans are done? Not till Uncle Sam says so!

After getting the plans drawn and approved by all of the stakeholders involved in the project, the process is just beginning. The county will have its say on the construction or the remodeling of the buildings. There will be details from the building department of your county that may also have specifications for the build of the center. They will go over every aspect in detail. You may think you have thought of every contingency but this is rarely the case.

Where are the exits on the building? Where will the fire extinguishers be placed? Don’t forget about those required pesky water fountains. What about sprinkler heads? Oh no, this may interfere with the MRI machine. You may also have to educate the authorities on the requirements of the machines you will be installing. It can be a difficult and tedious process.

Keeping Your Patients Happy

The entrance to your facility is very important. You need to be sure it makes all patients feel welcome and at ease.  Keeping your patients happy also means the look of the interior is crucial. An interior decorator may be utilized to get the perfect “feel” of the imaging center.

radiology center business plan

Think Beyond The Building

A beautiful facility is a great start, but before you need to think ahead. How will you attract top-notch employees? How can you get 5-star online reviews ethically right out the gate? Established competitors have already considered these points and if you want to succeed you cannot overlook them.

From the start, you should utilize a reputation management system to gather patient experience data and build your positive online reviews. Here’s how to build a positive online reputation right from the start.

Ready to Get Started?

Now that you have your plans in place, the land or building is purchased or at least under contract or option, it is time to begin. You may have thought that getting to this point was difficult but more work, the hard work, is about to begin.

Start an imaging center: Using a Contractor

You may have a contractor or you may have decided to handle the renovations or building yourself. It is not impossible and can be done. By now you know your design inside out. Your contractor should too but it is still your money. If mistakes are made, you are the one who will have to live with them.

Go to the site daily and check on everything.

From the site preparation to the actual building of the imaging center, if the site work is off and needs to be fixed at a later date, you will have to pay for it. Since you’re already paying a pretty penny, you’re not going to want to tack on extra costs because of a misunderstanding. Mistakes can be fixed, but always at a cost, and most often you will have to pay the bill.

Using a Foreman

Foreman to start an imaging centerIf you have decided to be your own contractor, hire a foreman. A good foreman can save you aggravation and money. Not only can he take care of the details, but he should be able to set up an approximate, or definitive timeline for the completion of the work as well as a reliable cost. His knowledge will be invaluable.

Building a Great Staff for your Radiology Center Business Plan

Building a great staff for your imaging center takes time and effort. Consider hiring a chief technologist and let him or her interview prospective employees. If you have chosen well, that person will make a list of individuals they have worked with in the past and will know who is good and who is not. Their judgment may be better than yours in this case.

Don’t wait for your building to be completed to begin this step. Relocating, leaving another job, and upcoming travel can all play a part in when your new employees can start, not to mention training time.

Imaging Center Profitability: Co-ordinate your schedule with the vendors of your equipment.

Your machines should be ready to be installed at the proper time in relation to the building. The realization is that often what the salesman told you and reality may be different. The fact of the matter is that things may have changed over time. You should check and recheck all of the details to make this step as smooth as possible.

Finally, You Are Ready To Open Your Imaging Center

After following this guide to start an imaging center, you’ll be ready to, well, open the place! You overcame a lot to get here, now the real work begins. 

Your next big hurdle is to go out there and get the businessGo for it. You can do this!

Have you done your research? Get the knowledge to get ahead!

Find the best strategies for patient retention, data security, generating great online reviews, and more!

There are two important questions to answer relating to starting an imaging center.

The first is: Should you open a diagnostic imaging center? The answer to this one will vary depending on who’s asking it. 

The second is perhaps more important and needs to be answered first: What does it take to start an imaging center?

This article is going to give you everything you need to know about building an imaging center so you can come to an informed conclusion on whether or not this endeavor is right for you.

Setting up a marketing strategy for your new imaging center?

Click to read about our diagnostic marketing products and services to grow your center.

Assessing Imaging Center Profitability

Before you start creating a vision and a marketing plan for a  new imaging center, you’ll want to do some research. For your radiology center business plan, Imaging center profitability may be on a long-term upward trend, but with healthcare reform and economic changes, there are no guarantees. Is it worth the risk? The only way to answer this is to do the research specific to your situation and location.

Starting an imaging center is not cheap.

You’ll have to put in a lot of money upfront and it can take time to start making a profit. Will you need investors, a business partner, or some loans? Crunching the numbers should be your first step.

Ask Yourself a Lot of Questions

These are dozens of questions you will want to ask yourself in order to determine whether starting an imaging center is a good choice for you. Questions will help guide your research and planning into the financial and marketing aspects of opening an imaging center.

Consider The Location You’re Thinking About Opening an Imaging Center In

The number one rule of all real estate is location, location. location. Sounds easy but there some specific considerations to take into account when we are talking about where to open an imaging center.

Locations near physician’s offices and near the hospital are ideal.

start an imaging center locationMore specifically, your imaging center should be located near the offices of your Referring Physicians. It needs to be accessible and convenient for the patients.  Often a physician will recommend a certain test for a patient and tell the patient to come back to his office when it is completed.

Even if a test is not able to be performed immediately or even in the next few days, the patient likely lives or works nearby or at least is familiar with the area.

Pick a location that’s easy to find

If the patient cannot easily locate the radiology imaging center his or her physician recommended, it is the patient’s prerogative to go to any location he or she chooses.  Missed appointments mean your radiology marketing budget is taking a hit.

Diagnostics Building Specifications

building viewIt is difficult to find a free-standing building that is suitable for all of the requirements for an outpatient imaging center. Even if your chosen building was built as an imaging center, changes will likely have to be made. 

It’s up to you to make sure your facility meets all the requirements.

Look and Feel of the Place

Additionally, you’ll want to consider the overall appearance of the center both inside and out. If the building is old and the rooms are cramped, it could steer potential patients and referring physicians away from you.

Parking and Public Transportation to your Imaging Center

There must be enough parking spaces and many patients will need handicapped spaces. If the building is not free-standing, you must be cognizant of the types of businesses above your planned imaging center.

Ideally, your imaging center will be located within easy reach of public transportation. Otherwise, you are limiting your patient pool to those who have a vehicle.

MRI Specific Considerations

start an imaging center with MRIYou must carefully consider the ideal location for the MRI room.

The MRI machine should be placed in an RF-shielded (radio-frequency) room.

The MRI space consists of three nested components:

  1. An outer shell for structural support
  2. A middle metallic RF-shield
  3. An interior layer made of finish materials

It takes extra space for these items and they must be constructed properly. It can not be too close to moving traffic as that may interfere with the machine’s capabilities.

Steer Clear of ALL METAL

If metal is allowed in the room, catastrophe will ensue. Many times a “foyer” is constructed at the entrance to the MRI room with metal detectors to ensure there are no mistakes.

Consider The Noise of the MRI

The machine is noisy when in use and will possibly be a nuisance to any upstairs or even downstairs neighbors. If your facility is not in a stand-alone building you should assess the possibility of upsetting your neighbors. You also want to take into account any area of your facility that may be sound sensitive and make sure it’s not near any noisy equipment.

Additional MRI Considerations

Depending on where you are, the MRI may have to be a minimum distance away from moving vehicles as well. This includes lawnmowers and trash collection trucks when they are in use. 

CT & X-Ray Machines

The x-ray room and the CT room will have to be lead lined. There will be questions about storage and elimination of any chemicals that may be needed for any specialty machines. Newer machines may not be as “hazardous” as older machines so a decision concerning what radiographic machines to purchase may have to be done prior to the final plans for the building.

Installing The Equipment

Remember, the machines to be installed are more often than not very large and very heavy. They will not fit through a doorway. Often the outside wall of the building will have to be removed for the installation, especially for the MRI. After installation, the wall, as well as any required lining, will have to re-installed. The ceiling of the room also will have to be lined.

The Pros Know Best

blueprints

Start an imaging center: After deliberating and choosing a suitable location for your center, the hard work begins. Even if the building is already built, even as an imaging center, work will have to be done to the premises.

The layout of the facility should be designed by a professional in the area of imaging centers. Dimensions of rooms may vary wildly depending on the footprint of the proposed or existing building.

An MRI requires definitive parameters that a CT exam room or a room for a plain x-ray machine will not need. You’ll need to think about the width of the hallways and the location of the different modalities, as well as the location of the front desk and even the bathrooms.

Think your plans are done? Not till Uncle Sam says so!

After getting the plans drawn and approved by all of the stakeholders involved in the project, the process is just beginning. The county will have its say on the construction or the remodeling of the buildings. There will be details from the building department of your county that may also have specifications for the build of the center. They will go over every aspect in detail. You may think you have thought of every contingency but this is rarely the case.

Where are the exits on the building? Where will the fire extinguishers be placed? Don’t forget about those required pesky water fountains. What about sprinkler heads? Oh no, this may interfere with the MRI machine. You may also have to educate the authorities on the requirements of the machines you will be installing. It can be a difficult and tedious process.

Keeping Your Patients Happy

The entrance to your facility is very important. You need to be sure it makes all patients feel welcome and at ease.  Keeping your patients happy also means the look of the interior is crucial. An interior decorator may be utilized to get the perfect “feel” of the imaging center.

radiology center business plan

Think Beyond The Building

A beautiful facility is a great start, but before you need to think ahead. How will you attract top-notch employees? How can you get 5-star online reviews ethically right out the gate? Established competitors have already considered these points and if you want to succeed you cannot overlook them.

From the start, you should utilize a reputation management system to gather patient experience data and build your positive online reviews. Here’s how to build a positive online reputation right from the start.

Ready to Get Started?

Now that you have your plans in place, the land or building is purchased or at least under contract or option, it is time to begin. You may have thought that getting to this point was difficult but more work, the hard work, is about to begin.

Start an imaging center: Using a Contractor

You may have a contractor or you may have decided to handle the renovations or building yourself. It is not impossible and can be done. By now you know your design inside out. Your contractor should too but it is still your money. If mistakes are made, you are the one who will have to live with them.

Go to the site daily and check on everything.

From the site preparation to the actual building of the imaging center, if the site work is off and needs to be fixed at a later date, you will have to pay for it. Since you’re already paying a pretty penny, you’re not going to want to tack on extra costs because of a misunderstanding. Mistakes can be fixed, but always at a cost, and most often you will have to pay the bill.

Using a Foreman

Foreman to start an imaging centerIf you have decided to be your own contractor, hire a foreman. A good foreman can save you aggravation and money. Not only can he take care of the details, but he should be able to set up an approximate, or definitive timeline for the completion of the work as well as a reliable cost. His knowledge will be invaluable.

Building a Great Staff for your Radiology Center Business Plan

Building a great staff for your imaging center takes time and effort. Consider hiring a chief technologist and let him or her interview prospective employees. If you have chosen well, that person will make a list of individuals they have worked with in the past and will know who is good and who is not. Their judgment may be better than yours in this case.

Don’t wait for your building to be completed to begin this step. Relocating, leaving another job, and upcoming travel can all play a part in when your new employees can start, not to mention training time.

Imaging Center Profitability: Co-ordinate your schedule with the vendors of your equipment.

Your machines should be ready to be installed at the proper time in relation to the building. The realization is that often what the salesman told you and reality may be different. The fact of the matter is that things may have changed over time. You should check and recheck all of the details to make this step as smooth as possible.

Finally, You Are Ready To Open Your Imaging Center

After following this guide to start an imaging center, you’ll be ready to, well, open the place! You overcame a lot to get here, now the real work begins. 

Your next big hurdle is to go out there and get the businessGo for it. You can do this!

Have you done your research? Get the knowledge to get ahead!

Find the best strategies for patient retention, data security, generating great online reviews, and more!

New Imaging Center Secrets to Success

Owning an Imaging Center used to be a direct path to riches. Not anymore. In the past, before the Stark Law, anyone could open an imaging center, provide an incentive to physicians in the area to refer all of their patient exams to the center, and you were assured of success. Today patients are more proactive than ever when it comes to selecting a medical provider.

Whether your imaging center is new or not, you won’t get far without patients.

Patients are at the core of any diagnostics center, new or old. Give your patients a reason to choose you over your competitors by building and maintaining trust through excellent service and great online reviews.

It’s especially important to generate positive online reviews from happy patients when you’re new to the game.

Get great online reviews fast and gather feedback to improve your patient experience automatically.

The Stark Truth

In 1988, Stark introduced an “Ethics in Patient Referrals Act” bill concerning physician self-referrals. Thus the Stark Law was enacted. It was a good law for all patients in the US. Many imaging centers have tried to outsmart the laws but it is not to be. Thus physicians have few, if any, incentives to refer to your imaging center.

Open an imaging center, stark lawHowever, all is not lost. Patients still have to have exams and physicians still have to refer them. The trick is to get your imaging center to be the main referral center. Some physicians will never send to you. They have allegiance to the center they are sending their patients to.

Front desk clerks do not always want to make changes. They may have been in communication with others at the center they are sending to and feel obligated to send to them. It is difficult to change habits and to get people to adapt to new ways of doing things, regardless of the benefits. How many times have you heard ”but we have always done it this way.”

albert einsteinYour job is to encourage them to give you a chance. Remember, they are very busy and are used to the way they have always done things. You have to give them a reason why your center is better and why they should refer to you. If the physician-employer tells their front desk to use you, they certainly will. If the patient requests your center, the physician’s office will have no choice but to oblige them. However, barring that, you will have to be very convincing if you want to open an imaging center.

Open an Imaging Center: Money, Money, Money

The reason to spend your time and finances and take a chance on an imaging center is, to be blunt, money. If you do not work hard and have faith and confidence, along with good solid numbers from extensive research, you definitely will not succeed. You might as well take a trip to Las Vegas and put all of your and your stakeholder’s money on red.

There is a much better chance with an Imaging Center if you have done your homework and have a method for success. Before even purchasing the land and building your Center, you must do some homework. There are important questions that have to be answered.

Questions and More Questions

  1. How many physicians are located near your center and how many diagnostics tests are they expected to need?
  2. What specialities do these physicians practice?
  3. Will these physicians order enough scans to support your business?
  4. Do these physicians have their own equipment in their offices?
  5. Why would physicians send to you instead of the hospital or an existing center?
  6. What is the mix of exams ordered?
  7. Is the service physicians and patients are currently receiving adequate for their needs?
  8. What would it take to convince physicians to send patients to your center?
  9. If you open an imaging center, who are the radiologists you will be using?
  10. What will be the costs of the radiologists?
  11. Are the radiologists considered to be good in their field by the referring offices?
  12. Have you included the cost of maintenance contracts in your budget?
  13. Have you taken into consideration the time your machines might be down for maintenance?
  14. Have you researched the possible billing alternatives?
  15. Is it cheaper for you to do the billing in your office or are you going to utilize a service?
  16. If you are going to do the billing yourself, can you collect more or less than a service?
  17. Do you have the physical resources to handle billing in your office?
  18. Is your estimated budget for your center realistic?
  19. Do you have a big enough bankroll to carry your center until it is cash flow positive?
  20. Have you researched the reimbursement for the scans you will be providing?
  21. Have you taken into account a decrease in the possible reimbursement?
  22. Have you considered and pursued hospital affiliations that may increase your reimbursement?
  23. Have you taken into account the possible overstatements by physicians offices?
  24. Have you researched the possibility of success against other centers being utilized by physicians offices?
  25. Have you started the paperwork to join different insurance plans?
  26. Do you have a plan to reach the financial goals necessary for the center to be viable?
  27. How long will it take to reach this goal?

research open an imaging center

Decisions

After researching these questions you need to be critical and decide if the answers warrant opening an imaging center. How much experience do you have, not only running a business but in the medical field in particular? There are always more problems on the horizon that you may have thought about. And it will be your job to solve them.

If you have made the jump to open a center, or perhaps you already have one, it is time to get serious about obtaining patients. You have to work on this every day. It is the backbone of your business. Anyone can open a business but not everyone has the ability to make it thrive.  

If you need professional help, get it. This includes all aspects of your business. Often it is cheaper to pay for someone’s expertise than to learn it the hard way. Time is indeed money. The bills do not take a vacation because you want to. You will have to come back to reality when your employees are to be paid. They are not concerned about your cash flow, only you are.

find patients to open an imaging centerTo open an imaging center, you must be innovative in finding ways to obtain more patients. Figure out what patients are looking for in an imaging center. It often relates to costs. In today’s market with deductibles so high, many patients of the past are going without the necessary tests.

Many businesses are attempting to cut costs and may be self-insured. Many victims of accidents want auto insurance to pay their bills but do not know how to make it happen. What can you do to help with their problem and solve yours at the same time?

The answers are out there. You only need to find them.

Gaining knowledge of your local market is the first step in creating an effective diagnostic marketing plan.

Click to learn how we can provide an in-depth analysis of your referring providers and local market!

Owning an Imaging Center used to be a direct path to riches. Not anymore. In the past, before the Stark Law, anyone could open an imaging center, provide an incentive to physicians in the area to refer all of their patient exams to the center, and you were assured of success. Today patients are more proactive than ever when it comes to selecting a medical provider.

Whether your imaging center is new or not, you won’t get far without patients.

Patients are at the core of any diagnostics center, new or old. Give your patients a reason to choose you over your competitors by building and maintaining trust through excellent service and great online reviews.

It’s especially important to generate positive online reviews from happy patients when you’re new to the game.

Get great online reviews fast and gather feedback to improve your patient experience automatically.

The Stark Truth

In 1988, Stark introduced an “Ethics in Patient Referrals Act” bill concerning physician self-referrals. Thus the Stark Law was enacted. It was a good law for all patients in the US. Many imaging centers have tried to outsmart the laws but it is not to be. Thus physicians have few, if any, incentives to refer to your imaging center.

Open an imaging center, stark lawHowever, all is not lost. Patients still have to have exams and physicians still have to refer them. The trick is to get your imaging center to be the main referral center. Some physicians will never send to you. They have allegiance to the center they are sending their patients to.

Front desk clerks do not always want to make changes. They may have been in communication with others at the center they are sending to and feel obligated to send to them. It is difficult to change habits and to get people to adapt to new ways of doing things, regardless of the benefits. How many times have you heard ”but we have always done it this way.”

albert einsteinYour job is to encourage them to give you a chance. Remember, they are very busy and are used to the way they have always done things. You have to give them a reason why your center is better and why they should refer to you. If the physician-employer tells their front desk to use you, they certainly will. If the patient requests your center, the physician’s office will have no choice but to oblige them. However, barring that, you will have to be very convincing if you want to open an imaging center.

Open an Imaging Center: Money, Money, Money

The reason to spend your time and finances and take a chance on an imaging center is, to be blunt, money. If you do not work hard and have faith and confidence, along with good solid numbers from extensive research, you definitely will not succeed. You might as well take a trip to Las Vegas and put all of your and your stakeholder’s money on red.

There is a much better chance with an Imaging Center if you have done your homework and have a method for success. Before even purchasing the land and building your Center, you must do some homework. There are important questions that have to be answered.

Questions and More Questions

  1. How many physicians are located near your center and how many diagnostics tests are they expected to need?
  2. What specialities do these physicians practice?
  3. Will these physicians order enough scans to support your business?
  4. Do these physicians have their own equipment in their offices?
  5. Why would physicians send to you instead of the hospital or an existing center?
  6. What is the mix of exams ordered?
  7. Is the service physicians and patients are currently receiving adequate for their needs?
  8. What would it take to convince physicians to send patients to your center?
  9. If you open an imaging center, who are the radiologists you will be using?
  10. What will be the costs of the radiologists?
  11. Are the radiologists considered to be good in their field by the referring offices?
  12. Have you included the cost of maintenance contracts in your budget?
  13. Have you taken into consideration the time your machines might be down for maintenance?
  14. Have you researched the possible billing alternatives?
  15. Is it cheaper for you to do the billing in your office or are you going to utilize a service?
  16. If you are going to do the billing yourself, can you collect more or less than a service?
  17. Do you have the physical resources to handle billing in your office?
  18. Is your estimated budget for your center realistic?
  19. Do you have a big enough bankroll to carry your center until it is cash flow positive?
  20. Have you researched the reimbursement for the scans you will be providing?
  21. Have you taken into account a decrease in the possible reimbursement?
  22. Have you considered and pursued hospital affiliations that may increase your reimbursement?
  23. Have you taken into account the possible overstatements by physicians offices?
  24. Have you researched the possibility of success against other centers being utilized by physicians offices?
  25. Have you started the paperwork to join different insurance plans?
  26. Do you have a plan to reach the financial goals necessary for the center to be viable?
  27. How long will it take to reach this goal?

research open an imaging center

Decisions

After researching these questions you need to be critical and decide if the answers warrant opening an imaging center. How much experience do you have, not only running a business but in the medical field in particular? There are always more problems on the horizon that you may have thought about. And it will be your job to solve them.

If you have made the jump to open a center, or perhaps you already have one, it is time to get serious about obtaining patients. You have to work on this every day. It is the backbone of your business. Anyone can open a business but not everyone has the ability to make it thrive.  

If you need professional help, get it. This includes all aspects of your business. Often it is cheaper to pay for someone’s expertise than to learn it the hard way. Time is indeed money. The bills do not take a vacation because you want to. You will have to come back to reality when your employees are to be paid. They are not concerned about your cash flow, only you are.

find patients to open an imaging centerTo open an imaging center, you must be innovative in finding ways to obtain more patients. Figure out what patients are looking for in an imaging center. It often relates to costs. In today’s market with deductibles so high, many patients of the past are going without the necessary tests.

Many businesses are attempting to cut costs and may be self-insured. Many victims of accidents want auto insurance to pay their bills but do not know how to make it happen. What can you do to help with their problem and solve yours at the same time?

The answers are out there. You only need to find them.

Gaining knowledge of your local market is the first step in creating an effective diagnostic marketing plan.

Click to learn how we can provide an in-depth analysis of your referring providers and local market!

Effective Radiology Marketing Using Emails to Physicians From Your Diagnostics Center

Marketing to physicians should be a cornerstone of any imaging center’s overall strategy.

Effectively marketing to physicians comes down to professional relationships. Building and maintaining relationships with both current and prospective referring physicians is the name of the game. Email is an effective and surprisingly personal method for doing just that.

But what should your radiology email marketing convey? When should you send them? And how do you determine what’s working and what’s not?

Needless to say, setting up automated email funnels for various groups can be tricky. Today we are here to help you build your roadmap to email success.

But before we dive in, remember, your marketing is only as good as your reputation.

If your reviews are less than stellar, not only will patients look elsewhere for care, physicians will look elsewhere when sending referrals.

Generate positive online reviews ethically and automatically with MedRev, the reputation management system built by healthcare professionals for healthcare professionals.

Writing physician emails to increase patient referrals

Referring Physician radiology email marketingFirst and foremost, your focus should be on your physician emails. Since doctors are the ones referring patients to your facility for diagnostic tests, they need to be your focus. As a diagnostic center, one of your most valuable relationships is with referring physicians.

There are three groups of physicians to consider here.

  1. Potential relationships: Doctors who have not referred anyone to you, but that you would like to build a relationship with. (Cold leads)
  2. Previous relationships: Doctors who have referred patients in the past, but not within the last few months. (Warm leads)
  3. Current relationships: Doctors that have recently referred patients. (Hot leads)

Each of these groups needs to have their own automation funnel which we will go over next.

If you’re new to email funnels, this article will get you up to speed on the basics.

New Physicians: Using a radiology newsletter to build relationships

Gaining traction with a provider that has never referred to your center is the most difficult group to engage so it’s very important that you are selective with the content you include in your radiology newsletters to these offices.

For radiology email marketing, the most important question you can ask yourself here is:

How can I best provide value to the person I am reaching out to?

Here are some proven tactics to use:

  • Personalize each email by medical specialization. By targeting the physician’s specialty you can provide information that is specific and therefore most useful to that office.
  • Let them know you researched them. If you’re sending cold emails you don’t want people to think you’re emailing every doctor this side of the Mississippi, but that you chose to reach out to them for a reason (which should be the truth anyway). Tell the referring provider exactly why you chose to reach out to them. These reasons could be:
      • Their location is close to your imaging facility
      • They are new to the area
      • Their specialty is also your specialty
    • You have a relationship with one of their partners
  • Introduce your facility. Let them know who you are and why they may be interested in building a relationship with your radiology center. This is your chance to focus on your strengths.
  • Ask them a question. Give them an opportunity to tell you what they are looking for or what they are having trouble with. You can send out a survey asking things like:
      • What difficulties do you face when referring patients to a diagnostic facility?
    • What are the biggest factors you consider when choosing a facility to refer patients to?

radiology email marketing unsubscribeImportant note: Always be respectful and courteous of their time. When marketing to physicians that you have not worked with previously, make it very clear that they can choose to stop receiving your radiology emails marketing at any time and make it easy for them to do so.

Winning back physicians who have referred patients to you previously

There could be a number of reasons that a physician who has previously referred patients to your imaging center is no longer doing so. Marketing to doctors in this category means striving to understand what caused them to stop referring and what you can do to make them interested in sending patients once more.

Here are some strategies to use when reaching out to this group:

  • Update them on what’s new with your facility. If they haven’t talked to you in a while, they likely aren’t up to speed on any new equipment, software, and referring guidelines you may have. Letting them know what they missed could mean you’ve already resolved the thing that made them leave in the first place.
  • Remind them of your referral process. Sometimes reminding people of how easy it is to work with you makes a big difference.
  • Let them get to know your staff better. Did you hire a new office manager? Let people know who to contact to get in touch with you. Giving everyone the chance to learn who’s who on your team will help strengthen relationships with physicians. Putting faces to names also helps make your business memorable.

Maintaining relationships with physicians who are currently referring patients

radiology email marketing relationshipsMaking sure you’re fostering strong relationships with currently referring physicians is vital. The content you send to this group is highly dependent on the nature of your current relationship. So, always be sure you’re only sending emails to these doctors if and when they are wanting to receive them. If you have determined that these providers are interested in getting emails from your imaging center, here are some tips:

  • Tell them something they don’t know. Do some research so they don’t have to. Maybe there is a new imaging technology that is being developed for their specialty or maybe there are some new findings in how to interpret the results of a scan. Find the information that is most valuable to show them you care about their interests.
  • Make every email personalized. Maybe you have a doctor that is interested in hearing about new medical technology, and another doctor that is interested in hearing about upcoming community events. Ask people not only if they are interested in getting your emails, but also, what they are interested hearing about.
  • Learn how you can help them. It may be that there are ways you could help your referring providers out that you don’t know they need. So why not ask them? Finding out how you can best help people means you will understand what you can do to provide value to them.

Effective email marketing to referring physicians takes time

Maintaining mutually beneficial relationships doesn’t have to be hard, but it does take work. With these tactics, you can write effective radiology email marketing to your referring physicians that provide value to your referring partners. Every physician’s office is unique and research is an ongoing process. Measure your progress often to find what emails are best for your diagnostic imaging center.

In need of effective and professional email marketing centered on increasing provider referrals?

Click to learn how the Radiant Referral Growth System can help!

Marketing to physicians should be a cornerstone of any imaging center’s overall strategy.

Effectively marketing to physicians comes down to professional relationships. Building and maintaining relationships with both current and prospective referring physicians is the name of the game. Email is an effective and surprisingly personal method for doing just that.

But what should your radiology email marketing convey? When should you send them? And how do you determine what’s working and what’s not?

Needless to say, setting up automated email funnels for various groups can be tricky. Today we are here to help you build your roadmap to email success.

But before we dive in, remember, your marketing is only as good as your reputation.

If your reviews are less than stellar, not only will patients look elsewhere for care, physicians will look elsewhere when sending referrals.

Generate positive online reviews ethically and automatically with MedRev, the reputation management system built by healthcare professionals for healthcare professionals.

Writing physician emails to increase patient referrals

Referring Physician radiology email marketingFirst and foremost, your focus should be on your physician emails. Since doctors are the ones referring patients to your facility for diagnostic tests, they need to be your focus. As a diagnostic center, one of your most valuable relationships is with referring physicians.

There are three groups of physicians to consider here.

  1. Potential relationships: Doctors who have not referred anyone to you, but that you would like to build a relationship with. (Cold leads)
  2. Previous relationships: Doctors who have referred patients in the past, but not within the last few months. (Warm leads)
  3. Current relationships: Doctors that have recently referred patients. (Hot leads)

Each of these groups needs to have their own automation funnel which we will go over next.

If you’re new to email funnels, this article will get you up to speed on the basics.

New Physicians: Using a radiology newsletter to build relationships

Gaining traction with a provider that has never referred to your center is the most difficult group to engage so it’s very important that you are selective with the content you include in your radiology newsletters to these offices.

For radiology email marketing, the most important question you can ask yourself here is:

How can I best provide value to the person I am reaching out to?

Here are some proven tactics to use:

  • Personalize each email by medical specialization. By targeting the physician’s specialty you can provide information that is specific and therefore most useful to that office.
  • Let them know you researched them. If you’re sending cold emails you don’t want people to think you’re emailing every doctor this side of the Mississippi, but that you chose to reach out to them for a reason (which should be the truth anyway). Tell the referring provider exactly why you chose to reach out to them. These reasons could be:
      • Their location is close to your imaging facility
      • They are new to the area
      • Their specialty is also your specialty
    • You have a relationship with one of their partners
  • Introduce your facility. Let them know who you are and why they may be interested in building a relationship with your radiology center. This is your chance to focus on your strengths.
  • Ask them a question. Give them an opportunity to tell you what they are looking for or what they are having trouble with. You can send out a survey asking things like:
      • What difficulties do you face when referring patients to a diagnostic facility?
    • What are the biggest factors you consider when choosing a facility to refer patients to?

radiology email marketing unsubscribeImportant note: Always be respectful and courteous of their time. When marketing to physicians that you have not worked with previously, make it very clear that they can choose to stop receiving your radiology emails marketing at any time and make it easy for them to do so.

Winning back physicians who have referred patients to you previously

There could be a number of reasons that a physician who has previously referred patients to your imaging center is no longer doing so. Marketing to doctors in this category means striving to understand what caused them to stop referring and what you can do to make them interested in sending patients once more.

Here are some strategies to use when reaching out to this group:

  • Update them on what’s new with your facility. If they haven’t talked to you in a while, they likely aren’t up to speed on any new equipment, software, and referring guidelines you may have. Letting them know what they missed could mean you’ve already resolved the thing that made them leave in the first place.
  • Remind them of your referral process. Sometimes reminding people of how easy it is to work with you makes a big difference.
  • Let them get to know your staff better. Did you hire a new office manager? Let people know who to contact to get in touch with you. Giving everyone the chance to learn who’s who on your team will help strengthen relationships with physicians. Putting faces to names also helps make your business memorable.

Maintaining relationships with physicians who are currently referring patients

radiology email marketing relationshipsMaking sure you’re fostering strong relationships with currently referring physicians is vital. The content you send to this group is highly dependent on the nature of your current relationship. So, always be sure you’re only sending emails to these doctors if and when they are wanting to receive them. If you have determined that these providers are interested in getting emails from your imaging center, here are some tips:

  • Tell them something they don’t know. Do some research so they don’t have to. Maybe there is a new imaging technology that is being developed for their specialty or maybe there are some new findings in how to interpret the results of a scan. Find the information that is most valuable to show them you care about their interests.
  • Make every email personalized. Maybe you have a doctor that is interested in hearing about new medical technology, and another doctor that is interested in hearing about upcoming community events. Ask people not only if they are interested in getting your emails, but also, what they are interested hearing about.
  • Learn how you can help them. It may be that there are ways you could help your referring providers out that you don’t know they need. So why not ask them? Finding out how you can best help people means you will understand what you can do to provide value to them.

Effective email marketing to referring physicians takes time

Maintaining mutually beneficial relationships doesn’t have to be hard, but it does take work. With these tactics, you can write effective radiology email marketing to your referring physicians that provide value to your referring partners. Every physician’s office is unique and research is an ongoing process. Measure your progress often to find what emails are best for your diagnostic imaging center.

In need of effective and professional email marketing centered on increasing provider referrals?

Click to learn how the Radiant Referral Growth System can help!

How To Use Facebook To Market Your Radiology Center

Your Guide to Setting Up, Maintaining, and Growing Your Imaging Center’s Radiology Facebook Page

While most businesses now have a facebook page, radiology Facebook pages for imaging centers are less common than others. Even in the Medical industry, Facebook is a powerful tool for any practice.

Questions multicolour radiology facebook

In this article, we will discuss the “who, what, when, where and why” of using Facebook to promote awareness of and engagement with your imaging center.

Looking to increase your patient reviews on Facebook and Google?

Learn how MedRev generates glowing patient reviews and gathers patient experience data to help improve your business.

Getting Started: How to Market Your Imaging Center on Facebook

Radiology social media outreach is complex due to the nature of their business. However, Facebook is the most popular social media site worldwide. Its position in the market means it has the broadest reach across all demographics. It also provides some of the most powerful user tracking tools available to marketers.

With a Facebook page, your imaging center can reach any demographic and also collect valuable data on real users to inform all your marketing initiatives, including market segmentation strategy. These things and more make Facebook the best place to start your radiology social media presence.

What to do With Your Diagnostics Facebook Page

1. Who? Market to referring doctors and patients in the same place at the same time.

Traditionally, the marketing approach for most imaging centers has focused on referring doctors while excluding patients. This made the most sense from a numbers-to-dollars perspective in the past, but that was before the rise of social media. On your radiology Facebook page, your practice can market to both groups at once.

radiology facebookFor targeting patients, your posts should center on the human element of your practice, demonstrating an intimate level of care in your organization and the patient benefits you offer. According to Ragan’s Health Care Communication News, referring physicians spend 60% of their time on social media reading, sharing, and discussing healthcare news. So, focus your physician-targeted posts on sharing both your expertise and what’s going on in the world of diagnostics. The best approach is an all-inclusive one in which you post content frequently in a well-mapped flow of how and when to target all your market segments and their overlapping interests.

2. What: Broadcast all your cool technology (machines and images) for an easy eyeball magnet.

You’ve probably heard the term “eyeball economy,” which refers to the effect social media, SEO, and the science of web traffic have had on businesses and how they find new customers. Essentially, if you can get the eyeballs, the dollars will follow. So, lean on your strengths.

Radiology imaging centers have some of today’s coolest and most expensive machines that the public have personal access too. Broadcasting information about the impressive tech in your center(s), and sharing the images, GIFs, and videos these machines produce, are two great ways to get and keep eyeballs on your diagnostics facebook page. Whether this is a fMRI of the brain, contrast-enhanced images of the body, or cardiac imaging of a pulsating heart muscle, use the tech at your disposal to your advantage!

3. When: Frequently.

Radiology facebook frequencyWhile your radiology Facebook page is not a personal one and you should avoid over-sharing, your imaging practice should post to its Facebook page at least once a week and not more than once per day. Ideally, you will set a schedule and queue up unique content for publishing at the same time on the same day each week, then fill in the days between with interesting and relevant “shares,” or repurposed content. Creating that much original content is a lot of work, so make sure you have a dedicated resource to allocate to your diagnostics center social media presence.

You can use an auto-posting system like Buffer to queue up your posts for set-it-and-forget-it simplicity.

4. Where: Cross-promote your content everywhere.

Because of its broad reach, Facebook should serve as the center for your content cross-promotion across all outreach channels. Link back to your practice’s main site as much as possible, and once you are an imaging center Facebook expert, branch out into other channels and begin driving traffic there as well. The goal is to whip up a cyclone-esque flow of traffic between all your social media outreach channels, your website, and all your followers.

Bear in mind that learning web traffic science and digital marketing is required to create a strong feedback loop that will make all your effort worthwhile. Either dedicate the time required and stick with it until your investment pays off, or reach out to an expert for help.

5. Why: All these reasons, and then some.

  • Your Facebook page can teach you more about what patients and referring doctors want. With special tools just for marketers, your imaging practice can track the online behavior of those “Like” your page.
  • A Facebook page gives you a chance to make lasting, human connections with referring doctors and their patients. Just as much as we are in an eyeball economy, we are also living in a relationship-based economy. Engaging with patients, referring doctors, and prospects in a personal way will draw them in and keep them close.
  • Facebook is good for search engine optimization (SEO). A Facebook page is a great tool for your radiology social media strategy to increase the visibility of your website and your branded content. While creating a strong flow of traffic requires a well-planned engagement funnel, any level of cross-promotion is helpful.
  • Your competition may already have a Facebook page. This point speaks for itself. Unfortunately, “everybody’s doing it” does apply to this scenario.

Creating an engaged, active following for your diagnostics Facebook page is a lofty, albeit important, goal. In conjunction with an active and relevant blog on your practice’s website, this is the first step to digital marketing for your radiology practice in the social media realm. Once your practice achieves this, you can move on to image-based social platforms like Instagram, which has an increasingly broad reach across many demographics.

Looking for more ways to keep your patients and referring providers engaged?

Click to learn about our diagnostic growth system that provides value and education to your patients and referring physicians.

Your Guide to Setting Up, Maintaining, and Growing Your Imaging Center’s Radiology Facebook Page

While most businesses now have a facebook page, radiology Facebook pages for imaging centers are less common than others. Even in the Medical industry, Facebook is a powerful tool for any practice.

Questions multicolour radiology facebook

In this article, we will discuss the “who, what, when, where and why” of using Facebook to promote awareness of and engagement with your imaging center.

Looking to increase your patient reviews on Facebook and Google?

Learn how MedRev generates glowing patient reviews and gathers patient experience data to help improve your business.

Getting Started: How to Market Your Imaging Center on Facebook

Radiology social media outreach is complex due to the nature of their business. However, Facebook is the most popular social media site worldwide. Its position in the market means it has the broadest reach across all demographics. It also provides some of the most powerful user tracking tools available to marketers.

With a Facebook page, your imaging center can reach any demographic and also collect valuable data on real users to inform all your marketing initiatives, including market segmentation strategy. These things and more make Facebook the best place to start your radiology social media presence.

What to do With Your Diagnostics Facebook Page

1. Who? Market to referring doctors and patients in the same place at the same time.

Traditionally, the marketing approach for most imaging centers has focused on referring doctors while excluding patients. This made the most sense from a numbers-to-dollars perspective in the past, but that was before the rise of social media. On your radiology Facebook page, your practice can market to both groups at once.

radiology facebookFor targeting patients, your posts should center on the human element of your practice, demonstrating an intimate level of care in your organization and the patient benefits you offer. According to Ragan’s Health Care Communication News, referring physicians spend 60% of their time on social media reading, sharing, and discussing healthcare news. So, focus your physician-targeted posts on sharing both your expertise and what’s going on in the world of diagnostics. The best approach is an all-inclusive one in which you post content frequently in a well-mapped flow of how and when to target all your market segments and their overlapping interests.

2. What: Broadcast all your cool technology (machines and images) for an easy eyeball magnet.

You’ve probably heard the term “eyeball economy,” which refers to the effect social media, SEO, and the science of web traffic have had on businesses and how they find new customers. Essentially, if you can get the eyeballs, the dollars will follow. So, lean on your strengths.

Radiology imaging centers have some of today’s coolest and most expensive machines that the public have personal access too. Broadcasting information about the impressive tech in your center(s), and sharing the images, GIFs, and videos these machines produce, are two great ways to get and keep eyeballs on your diagnostics facebook page. Whether this is a fMRI of the brain, contrast-enhanced images of the body, or cardiac imaging of a pulsating heart muscle, use the tech at your disposal to your advantage!

3. When: Frequently.

Radiology facebook frequencyWhile your radiology Facebook page is not a personal one and you should avoid over-sharing, your imaging practice should post to its Facebook page at least once a week and not more than once per day. Ideally, you will set a schedule and queue up unique content for publishing at the same time on the same day each week, then fill in the days between with interesting and relevant “shares,” or repurposed content. Creating that much original content is a lot of work, so make sure you have a dedicated resource to allocate to your diagnostics center social media presence.

You can use an auto-posting system like Buffer to queue up your posts for set-it-and-forget-it simplicity.

4. Where: Cross-promote your content everywhere.

Because of its broad reach, Facebook should serve as the center for your content cross-promotion across all outreach channels. Link back to your practice’s main site as much as possible, and once you are an imaging center Facebook expert, branch out into other channels and begin driving traffic there as well. The goal is to whip up a cyclone-esque flow of traffic between all your social media outreach channels, your website, and all your followers.

Bear in mind that learning web traffic science and digital marketing is required to create a strong feedback loop that will make all your effort worthwhile. Either dedicate the time required and stick with it until your investment pays off, or reach out to an expert for help.

5. Why: All these reasons, and then some.

  • Your Facebook page can teach you more about what patients and referring doctors want. With special tools just for marketers, your imaging practice can track the online behavior of those “Like” your page.
  • A Facebook page gives you a chance to make lasting, human connections with referring doctors and their patients. Just as much as we are in an eyeball economy, we are also living in a relationship-based economy. Engaging with patients, referring doctors, and prospects in a personal way will draw them in and keep them close.
  • Facebook is good for search engine optimization (SEO). A Facebook page is a great tool for your radiology social media strategy to increase the visibility of your website and your branded content. While creating a strong flow of traffic requires a well-planned engagement funnel, any level of cross-promotion is helpful.
  • Your competition may already have a Facebook page. This point speaks for itself. Unfortunately, “everybody’s doing it” does apply to this scenario.

Creating an engaged, active following for your diagnostics Facebook page is a lofty, albeit important, goal. In conjunction with an active and relevant blog on your practice’s website, this is the first step to digital marketing for your radiology practice in the social media realm. Once your practice achieves this, you can move on to image-based social platforms like Instagram, which has an increasingly broad reach across many demographics.

Looking for more ways to keep your patients and referring providers engaged?

Click to learn about our diagnostic growth system that provides value and education to your patients and referring physicians.

How to Get Medical Providers to Open Your Emails

Effective Email Marketing to Doctors Starts With a Solid Radiology Marketing Plan

Promoting a diagnostic imaging center using email marketing to doctors can be a great way to increase patient referrals and build partnerships with referring physicians. That is if it’s done right.

Like virtually everyone else in the working world, physicians open emails and check social media during their workday too.  It can be a means of brief distraction or a need to research something specific for a patient.  So how can your emails be the ones they open so you are opened up to get more referring physicians?

The fact is, 55% of people don’t read their emails regularly, but that doesn’t mean your emails need to be of those that instantly get dumped in the digital trash.  

You can break out of that group by:

  • Determining the best time of day to send
  • Personalizing your emails based on physician specialization
  • Educating the physicians AND the front office about topics that matter to them
  • Most importantly, your main focus should be providing valuable content to the medical provider that sets you apart from your competition

Looking to improve your imaging center’s marketing to referring providers?

Click to learn how our diagnostic growth system can get you in front of providers and make you the go-to imaging center!

Doing some research is the first step, and should not be overlooked. Let’s start by asking …

How many medical providers open emails anyway?

You’ll want to have a clear benchmark for how many medical providers open emails in order to set goals and see where you can make effective changes to your email marketing tactics as you go. Well, there’s a metric for everything and email open rates are no different.  Here’s the formula:

Open Rate = # emails opened / (the number of emails sent – # emails that bounced)

Take a look at the medical industry’s average open rate are in the chart below.

Industry Open Click Soft Bounce Hard Bounce Abuse Unsub
Medical, Dental, and Healthcare 22.43% 2.42% 0.72% 0.72% 0.03% 0.30%

That means less than a quarter of emails are opened in the healthcare industry. That isn’t as bad as it might sound. It is just the industry norm.  

Now, let’s talk about how to increase your open rate to get more referring physicians 

The timing of your email matters

When you choose to send your emails can mean the difference between your imaging center getting more referring physicians, and the “Delete” button.

What day is best?

This can be tricky as schedules vary among medical providers. Having said that, knowing the day and time of an email impacts the likelihood of it being opened is valuable information that can be tracked and analyzed.

Like many of us, potential referring physicians are generally busiest on Mondays and Fridays, so the chances they’ll be opening emails is much lower.  

If they are a Monday thru Friday practice, then Tuesdays, Wednesdays, and Thursdays are your best days to send.  Thumbtacks in calendar

If the practice is open on weekends, then Saturday and Sunday may be an effective time to reach out.

Avoiding sending emails on the most exhausting work days of a targeted practice is essential to improving your open rate. That may be as simple as a conversation your sales rep has with the front desk receptionist.

What time is best?

While the specific days are important, the time of day is almost as impactful.

Studies from MailChimp found many industries have an optimal time around 10 am to open emails, while others are more inclined to check them between 1 pm and 5 pm.  This may vary significantly for medical providers. 

Determining the ideal time for YOUR emails

The good news is you don’t have to guess, at least not for long. Start off by testing these broad guidelines with a sample set of emails. Then analyze the data to find the day and time that had the highest open rate. Most email marketing systems have reports built in just for this purpose. Additionally, you may want to send out an A/B or Split Test email to compare day or time. Once you have the data, you can find the sweet spot.

Personalize Your Emails to Doctors by Creating Segments

When sending emails to doctors it’s important to remember that not all doctors are the same. Consider the specific interests and business practices of each recipient. One of the fastest ways to get people to delete your email is to send everyone the same content. So segmenting is key!Colorful mini gift boxes

Are you trying to reach an orthopedics office, a neurologist, or any other specialist? A brilliant and simple way to get more referring doctors is by sending them content that is useful and valuable to what they specialize in.  One study found that email open rates increased by almost 15% from segmenting alone.

Marketing to physicians really means building relationships

Partnerships with medical providers occur because of the level of trust you have built together.  Even though your email funnel may be a part of your radiology marketing plan, your aim should always be to provide value to those you reach out to.  Gaining patient referrals takes more than marketing to physicians in the traditional way. 

Plan out which emails should go to orthopedic surgeons, neurosurgeons, ENTs, primary care physicians, and even the front office managers.  And yes, they should all be different. 

By segmenting your emails to a more specific target audience, you can drive down unsubscribe rates, build trust between the medical providers, and increase medical provider referrals.

Like in any relationship, you need to take the time to get to know someone

When setting up your email marketing to doctors, do your research. Maybe you know a medical office that is struggling in a specific area. Perhaps you have the expertise to help them out with the emails you provide. When you care enough to find out what their pain points are and what topics are directly applicable to what they are doing you can save them time, money, and improving their practice. If you can do that, you’ll certainly be on their good side which makes it much easier to approach doctors for referrals. 

Make sure your valuable content is actually getting to them!Lost letter in a bottle

When marketing to doctors online it’s certainly imperative that your message has the opportunity to be seen. You put in the time to do this email thing right. It would be a shame if all of your hard work never got to your recipient’s inbox, or worse, never even got to their spam folder.

Why wouldn’t your emails end up in the inbox?

When you send out emails through a third party system like MailChimp or Constant Contact, your message has to pass more checkpoints to get to its destination. Spam filters are finicky and email delivery is complicated. But all you need to know is that if you’re worried your emails aren’t getting to people, your first step should be to setup Custom Domain Authentication which means altering your DNS records.

This guide tells how to set up custom domain authentication in MailChimp.

If you’ve already done that, and your recipients are still not getting your emails, it could be an issue on the receiving side. For new prospects, your email address may not be whitelisted in their system. What’s more, many providers may not know how to whitelist your email address.

This is not something that is done automatically and the front desk receptionist will be your best point of contact.  Two ways this can be accomplished are by adding instructions to your Thank You page or by adding a pop-up feature from the email in which they can whitelist instantly.  The pop-up feature is going to be your simplest and most realistic way of getting this done.

Give the medical provider a heads up on the content coming in

The physician’s office is more likely to welcome your “Welcome” email if it is well crafted. The email should be personal, actionable, practical, but also concise.  If they are new to your campaign, pay them a visit in person and provide a quick explanation of what information is included in the emails.  If they know what to expect, they’ll be less likely to delete and more likely to send your imaging center new patient referrals.  

Let them know:

  1. How often they can expect to receive emails from you
  2. How your emails are going to be helpful to them
  3. How they can help you understand their needs (and therefore send the most relevant emails)

Email Marketing to Doctors Doesn’t Have to Be Complicated

Remember, email is a fantastic option to get more referring doctors – if you can get them to open! Determine the optimal time to send, segment your emails to make them more personable. Always make sure you’re providing value in your messages. Follow these tips in your email marketing to doctors and you will find building relationships with physicians is easy. 

Looking to boost your 5-star reviews to get the attention of patients and providers?

Don’t let your online reputation manage itself!

Learn how to get better reviews automatically.

Effective Email Marketing to Doctors Starts With a Solid Radiology Marketing Plan

Promoting a diagnostic imaging center using email marketing to doctors can be a great way to increase patient referrals and build partnerships with referring physicians. That is if it’s done right.

Like virtually everyone else in the working world, physicians open emails and check social media during their workday too.  It can be a means of brief distraction or a need to research something specific for a patient.  So how can your emails be the ones they open so you are opened up to get more referring physicians?

The fact is, 55% of people don’t read their emails regularly, but that doesn’t mean your emails need to be of those that instantly get dumped in the digital trash.  

You can break out of that group by:

  • Determining the best time of day to send
  • Personalizing your emails based on physician specialization
  • Educating the physicians AND the front office about topics that matter to them
  • Most importantly, your main focus should be providing valuable content to the medical provider that sets you apart from your competition

Looking to improve your imaging center’s marketing to referring providers?

Click to learn how our diagnostic growth system can get you in front of providers and make you the go-to imaging center!

Doing some research is the first step, and should not be overlooked. Let’s start by asking …

How many medical providers open emails anyway?

You’ll want to have a clear benchmark for how many medical providers open emails in order to set goals and see where you can make effective changes to your email marketing tactics as you go. Well, there’s a metric for everything and email open rates are no different.  Here’s the formula:

Open Rate = # emails opened / (the number of emails sent – # emails that bounced)

Take a look at the medical industry’s average open rate are in the chart below.

Industry Open Click Soft Bounce Hard Bounce Abuse Unsub
Medical, Dental, and Healthcare 22.43% 2.42% 0.72% 0.72% 0.03% 0.30%

That means less than a quarter of emails are opened in the healthcare industry. That isn’t as bad as it might sound. It is just the industry norm.  

Now, let’s talk about how to increase your open rate to get more referring physicians 

The timing of your email matters

When you choose to send your emails can mean the difference between your imaging center getting more referring physicians, and the “Delete” button.

What day is best?

This can be tricky as schedules vary among medical providers. Having said that, knowing the day and time of an email impacts the likelihood of it being opened is valuable information that can be tracked and analyzed.

Like many of us, potential referring physicians are generally busiest on Mondays and Fridays, so the chances they’ll be opening emails is much lower.  

If they are a Monday thru Friday practice, then Tuesdays, Wednesdays, and Thursdays are your best days to send.  Thumbtacks in calendar

If the practice is open on weekends, then Saturday and Sunday may be an effective time to reach out.

Avoiding sending emails on the most exhausting work days of a targeted practice is essential to improving your open rate. That may be as simple as a conversation your sales rep has with the front desk receptionist.

What time is best?

While the specific days are important, the time of day is almost as impactful.

Studies from MailChimp found many industries have an optimal time around 10 am to open emails, while others are more inclined to check them between 1 pm and 5 pm.  This may vary significantly for medical providers. 

Determining the ideal time for YOUR emails

The good news is you don’t have to guess, at least not for long. Start off by testing these broad guidelines with a sample set of emails. Then analyze the data to find the day and time that had the highest open rate. Most email marketing systems have reports built in just for this purpose. Additionally, you may want to send out an A/B or Split Test email to compare day or time. Once you have the data, you can find the sweet spot.

Personalize Your Emails to Doctors by Creating Segments

When sending emails to doctors it’s important to remember that not all doctors are the same. Consider the specific interests and business practices of each recipient. One of the fastest ways to get people to delete your email is to send everyone the same content. So segmenting is key!Colorful mini gift boxes

Are you trying to reach an orthopedics office, a neurologist, or any other specialist? A brilliant and simple way to get more referring doctors is by sending them content that is useful and valuable to what they specialize in.  One study found that email open rates increased by almost 15% from segmenting alone.

Marketing to physicians really means building relationships

Partnerships with medical providers occur because of the level of trust you have built together.  Even though your email funnel may be a part of your radiology marketing plan, your aim should always be to provide value to those you reach out to.  Gaining patient referrals takes more than marketing to physicians in the traditional way. 

Plan out which emails should go to orthopedic surgeons, neurosurgeons, ENTs, primary care physicians, and even the front office managers.  And yes, they should all be different. 

By segmenting your emails to a more specific target audience, you can drive down unsubscribe rates, build trust between the medical providers, and increase medical provider referrals.

Like in any relationship, you need to take the time to get to know someone

When setting up your email marketing to doctors, do your research. Maybe you know a medical office that is struggling in a specific area. Perhaps you have the expertise to help them out with the emails you provide. When you care enough to find out what their pain points are and what topics are directly applicable to what they are doing you can save them time, money, and improving their practice. If you can do that, you’ll certainly be on their good side which makes it much easier to approach doctors for referrals. 

Make sure your valuable content is actually getting to them!Lost letter in a bottle

When marketing to doctors online it’s certainly imperative that your message has the opportunity to be seen. You put in the time to do this email thing right. It would be a shame if all of your hard work never got to your recipient’s inbox, or worse, never even got to their spam folder.

Why wouldn’t your emails end up in the inbox?

When you send out emails through a third party system like MailChimp or Constant Contact, your message has to pass more checkpoints to get to its destination. Spam filters are finicky and email delivery is complicated. But all you need to know is that if you’re worried your emails aren’t getting to people, your first step should be to setup Custom Domain Authentication which means altering your DNS records.

This guide tells how to set up custom domain authentication in MailChimp.

If you’ve already done that, and your recipients are still not getting your emails, it could be an issue on the receiving side. For new prospects, your email address may not be whitelisted in their system. What’s more, many providers may not know how to whitelist your email address.

This is not something that is done automatically and the front desk receptionist will be your best point of contact.  Two ways this can be accomplished are by adding instructions to your Thank You page or by adding a pop-up feature from the email in which they can whitelist instantly.  The pop-up feature is going to be your simplest and most realistic way of getting this done.

Give the medical provider a heads up on the content coming in

The physician’s office is more likely to welcome your “Welcome” email if it is well crafted. The email should be personal, actionable, practical, but also concise.  If they are new to your campaign, pay them a visit in person and provide a quick explanation of what information is included in the emails.  If they know what to expect, they’ll be less likely to delete and more likely to send your imaging center new patient referrals.  

Let them know:

  1. How often they can expect to receive emails from you
  2. How your emails are going to be helpful to them
  3. How they can help you understand their needs (and therefore send the most relevant emails)

Email Marketing to Doctors Doesn’t Have to Be Complicated

Remember, email is a fantastic option to get more referring doctors – if you can get them to open! Determine the optimal time to send, segment your emails to make them more personable. Always make sure you’re providing value in your messages. Follow these tips in your email marketing to doctors and you will find building relationships with physicians is easy. 

Looking to boost your 5-star reviews to get the attention of patients and providers?

Don’t let your online reputation manage itself!

Learn how to get better reviews automatically.

8 Effective Strategies to Improve Your Diagnostic Imaging Center’s Marketing Plan

If you’re in the business of diagnostic imaging marketing, you have a lot of tools at your disposal. From patient outreach to physician referrals, using your resources effectively is key.

In today’s world, online is the place to focus your diagnostic imaging marketing efforts. As of 2016, over 76% of Americans were searching the web. With the internet becoming easier to use each day, that trend shows no signs of stopping.

Important note: Always be mindful to abide by Stark law and anti-kickback laws that prohibit giving incentives like gifts or money to patients or referring physicians.

Fortunately, there are a number of things you can do to gain traction without legal repercussions.

Looking to grow your patient base without any extra marketing effort?

Building your online reviews will attract patients and referring providers alike so you can grow your imaging center without jumping through hoops.

Here’s our secret to getting more 5 star reviews.

These steps will lead to success in your medical imaging marketing

  1. Website: Make it specific to you diagnostics imaging center

Your website should be a cornerstone of your medical imaging marketing plan so it’s imperative that it has at least the basics:

  • Works on all browsers and devices
  • Is designed for users to easily find what they are looking for
  • Clearly represents your services

Because your website is the foundation of your business, you’ll want to make it as helpful to your visitors as possible. Here are some areas of development to consider:

  • Patient Portal
  • Physician Portal
  • Online patient forms
  • Online payment option
  • “Call now” button for mobile sites
  • Pricing information
  • Exam information
  • Equipment information
  • Calendar of events and facility closing dates
  • Customized landing pages
  • An image rotator

Read more tips on setting up a website specific to diagnostic imaging marketing

Pro tip:  Even if your website looks great, user experience testing can help identify pain points for your website visitors so you can address areas of difficulty.

2. Google Places: A crucial step in digital marketing for an imaging center

This one is high on the list because it’s so important. People don’t typically think of Google Places when planning digital marketing for an imaging center, but this is definitely worth paying attention to. People being unable to easily find your facility on Google Maps, means missed appointments, lower patient satisfaction.

What’s more, you want to be the first thing that pops up when someone in your area types in “MRI” or a similar term into Google Maps. You don’t have to compete with the whole world, like you might on a traditional Google search, just with your local area.

google-search-results

The good news is it’s not hard to set up. Just follow these steps:

  1. Set up a Google My Business account
  2. Verify your business
  3. Fill out information about your business

Pro tips:

  • Use high-quality images for your listing
  • Keep your information up to date (hours of operation, contact information, etc.)
  • Set up keywords that people would search to find you

Choose your keywords carefully. Like in any of your other diagnostic imaging marketing strategies, keywords should be terms real people would type into a search, so put yourself in the patient’s shoes for this one.

3. Facebook: Building a business page for your imaging center

Odds are your business either has or has considered a social media account or two. This is one of those medical imaging marketing ideas that is worth investing time in. If you don’t have a Facebook page you can set one up using this guide.

If you already have a Facebook page make sure it’s effective by having:

  1. A clearly branded profile picture and cover photo
  2. A call-to-action (CTA) button
  3. A regular posting schedule
  4. Someone to respond to comments and messages on a regular basis
  5. Up to date “About” information

Read more tips on building a Facebook page for your imaging facility that will propel your medical imaging marketing efforts

Here’s an example of a page well done:

page-well-done

If you’re already a Facebook pro, here are some more advanced options to be sure you’re getting the most out of your medical imaging marketing ideas:

  1. Use targeted Facebook ads to promote your page
  2. Measure your success using an analytics tool
  3. Use a social media management tool like Buffer to schedule relevant articles to post

Looking for more on how to set up your social media page? This article is a great guide.

4. A Blog: Creating content for your diagnostic imaging marketing

Building and maintaining a blog is crucial for multiple aspects of marketing your imaging services. It’s how people browsing the web for related topics will find you as a trusted resource. It also gives people coming to your website educational information.

The articles you write for your blog can be used in your email marketing and your social media posts. Finally, your blog can help your SEO so your website ranks higher in Google searches.

Determining a blog strategy is the first step. Here are some things to keep in mind:

  • Determine how much time you can devote to your blog in order to decide on a posting schedule. Whether it’s once a week or once a month, regularity is key.
  • Decide who you are writing for. Will this week’s article be written for the college athlete or stay at home mom? Each article should have a clear audience.
  • Write actionable content. Don’t write a bunch of fluff. Give your readers clear and helpful information that they can really do something with.
  • Quality trumps quantity. Always.

5. Automated and segmented emails

Building an email list is a no-brainer, but it’s easier said than done. Keep things organized by creating groups or segments in your list so you can send out personalized emails to your subscribers.

Any diagnostics imaging email strategy will benefit from automated emails. Consider grouping subscribers by:

  • Physicians
  • Patients
  • Newsletter subscribers

Your automated emails will also benefit from:

  • Having multiple ways to subscribe (eg. Facebook, Blog, or in-office)
  • Keeping track of where people signed up
  • Sending emails on a regular schedule

6. Lead Magnets

You know those pop-ups that offer ultimate guides, or a 3 part lesson? Those are lead magnets and you want them. Putting lead magnets on your blog gets people onto your email list and provides them with valuable information.

Here’s an example:

diagnostic imaging marketing Lead Magnets example

For a diagnostic facility that might go something like this:

Example:

  1. You write a blog article about “What to expect during an MRI”
  2. You create a PDF checklist that tells “Everything you need to know to prepare for an MRI exam”
  3. You put a lead magnet on your article that pops up or is shown in a sidebar asking readers to enter their email to receive the free checklist

There are lots of tools to use for this. We like Sumo.

7. SEO

A good radiology marketing strategy needs more than just a website and a blog. If you are not showing up until page 47 of a Google search, none of that matters. SEO means finding your keywords and optimizing your site to showcase them.

This is the tried and true process we recommend:

  1. Brainstorm keywords that you think people would search for when finding you
  2. Use Google Adwords Keyword Planner to see which of those keywords are being searched the most and how difficult it is to rank for each one
  3. Pick out your best keywords. These are the ones that are relevant to you, have the highest search volume, and have the lowest competition
  4. Use those keywords in the text on your website and blog
  5. Repeat these steps for each page and article on your site

SEO google adwords, diagnostic imaging marketing

Don’t have much time? Keep reading, PPC could be your better bet.

8. PPC

Pay per click ads can be a great use of the dollars in your radiology marketing budget especially if you have a bit of extra cash, but not a lot of time.

Not sure what PPC ads look like? Here are some examples:

diagnostic imaging marketing, PPC

To have paid ads on Google like these you will need to set up a Google Adwords account

There is still a substantial learning curve, but there are lots of tutorials that can help. This article is a good resource to get you started.

This is just the beginning of what you can do. Over time you will get to know these techniques and tools better so you can tailor your strategy to your imaging facility.

If you need more help with laying the groundwork for your radiology marketing plan, or if you want a hand implementing your current strategy we are here to help.

Looking for a better way to market your imaging center to patients and referring providers?

Click to view our menu of diagnostic growth systems!

We specialize in radiology and diagnostics marketing and nothing else. We are here for you when you need us!

If you’re in the business of diagnostic imaging marketing, you have a lot of tools at your disposal. From patient outreach to physician referrals, using your resources effectively is key.

In today’s world, online is the place to focus your diagnostic imaging marketing efforts. As of 2016, over 76% of Americans were searching the web. With the internet becoming easier to use each day, that trend shows no signs of stopping.

Important note: Always be mindful to abide by Stark law and anti-kickback laws that prohibit giving incentives like gifts or money to patients or referring physicians.

Fortunately, there are a number of things you can do to gain traction without legal repercussions.

Looking to grow your patient base without any extra marketing effort?

Building your online reviews will attract patients and referring providers alike so you can grow your imaging center without jumping through hoops.

Here’s our secret to getting more 5 star reviews.

These steps will lead to success in your medical imaging marketing

  1. Website: Make it specific to you diagnostics imaging center

Your website should be a cornerstone of your medical imaging marketing plan so it’s imperative that it has at least the basics:

  • Works on all browsers and devices
  • Is designed for users to easily find what they are looking for
  • Clearly represents your services

Because your website is the foundation of your business, you’ll want to make it as helpful to your visitors as possible. Here are some areas of development to consider:

  • Patient Portal
  • Physician Portal
  • Online patient forms
  • Online payment option
  • “Call now” button for mobile sites
  • Pricing information
  • Exam information
  • Equipment information
  • Calendar of events and facility closing dates
  • Customized landing pages
  • An image rotator

Read more tips on setting up a website specific to diagnostic imaging marketing

Pro tip:  Even if your website looks great, user experience testing can help identify pain points for your website visitors so you can address areas of difficulty.

2. Google Places: A crucial step in digital marketing for an imaging center

This one is high on the list because it’s so important. People don’t typically think of Google Places when planning digital marketing for an imaging center, but this is definitely worth paying attention to. People being unable to easily find your facility on Google Maps, means missed appointments, lower patient satisfaction.

What’s more, you want to be the first thing that pops up when someone in your area types in “MRI” or a similar term into Google Maps. You don’t have to compete with the whole world, like you might on a traditional Google search, just with your local area.

google-search-results

The good news is it’s not hard to set up. Just follow these steps:

  1. Set up a Google My Business account
  2. Verify your business
  3. Fill out information about your business

Pro tips:

  • Use high-quality images for your listing
  • Keep your information up to date (hours of operation, contact information, etc.)
  • Set up keywords that people would search to find you

Choose your keywords carefully. Like in any of your other diagnostic imaging marketing strategies, keywords should be terms real people would type into a search, so put yourself in the patient’s shoes for this one.

3. Facebook: Building a business page for your imaging center

Odds are your business either has or has considered a social media account or two. This is one of those medical imaging marketing ideas that is worth investing time in. If you don’t have a Facebook page you can set one up using this guide.

If you already have a Facebook page make sure it’s effective by having:

  1. A clearly branded profile picture and cover photo
  2. A call-to-action (CTA) button
  3. A regular posting schedule
  4. Someone to respond to comments and messages on a regular basis
  5. Up to date “About” information

Read more tips on building a Facebook page for your imaging facility that will propel your medical imaging marketing efforts

Here’s an example of a page well done:

page-well-done

If you’re already a Facebook pro, here are some more advanced options to be sure you’re getting the most out of your medical imaging marketing ideas:

  1. Use targeted Facebook ads to promote your page
  2. Measure your success using an analytics tool
  3. Use a social media management tool like Buffer to schedule relevant articles to post

Looking for more on how to set up your social media page? This article is a great guide.

4. A Blog: Creating content for your diagnostic imaging marketing

Building and maintaining a blog is crucial for multiple aspects of marketing your imaging services. It’s how people browsing the web for related topics will find you as a trusted resource. It also gives people coming to your website educational information.

The articles you write for your blog can be used in your email marketing and your social media posts. Finally, your blog can help your SEO so your website ranks higher in Google searches.

Determining a blog strategy is the first step. Here are some things to keep in mind:

  • Determine how much time you can devote to your blog in order to decide on a posting schedule. Whether it’s once a week or once a month, regularity is key.
  • Decide who you are writing for. Will this week’s article be written for the college athlete or stay at home mom? Each article should have a clear audience.
  • Write actionable content. Don’t write a bunch of fluff. Give your readers clear and helpful information that they can really do something with.
  • Quality trumps quantity. Always.

5. Automated and segmented emails

Building an email list is a no-brainer, but it’s easier said than done. Keep things organized by creating groups or segments in your list so you can send out personalized emails to your subscribers.

Any diagnostics imaging email strategy will benefit from automated emails. Consider grouping subscribers by:

  • Physicians
  • Patients
  • Newsletter subscribers

Your automated emails will also benefit from:

  • Having multiple ways to subscribe (eg. Facebook, Blog, or in-office)
  • Keeping track of where people signed up
  • Sending emails on a regular schedule

6. Lead Magnets

You know those pop-ups that offer ultimate guides, or a 3 part lesson? Those are lead magnets and you want them. Putting lead magnets on your blog gets people onto your email list and provides them with valuable information.

Here’s an example:

diagnostic imaging marketing Lead Magnets example

For a diagnostic facility that might go something like this:

Example:

  1. You write a blog article about “What to expect during an MRI”
  2. You create a PDF checklist that tells “Everything you need to know to prepare for an MRI exam”
  3. You put a lead magnet on your article that pops up or is shown in a sidebar asking readers to enter their email to receive the free checklist

There are lots of tools to use for this. We like Sumo.

7. SEO

A good radiology marketing strategy needs more than just a website and a blog. If you are not showing up until page 47 of a Google search, none of that matters. SEO means finding your keywords and optimizing your site to showcase them.

This is the tried and true process we recommend:

  1. Brainstorm keywords that you think people would search for when finding you
  2. Use Google Adwords Keyword Planner to see which of those keywords are being searched the most and how difficult it is to rank for each one
  3. Pick out your best keywords. These are the ones that are relevant to you, have the highest search volume, and have the lowest competition
  4. Use those keywords in the text on your website and blog
  5. Repeat these steps for each page and article on your site

SEO google adwords, diagnostic imaging marketing

Don’t have much time? Keep reading, PPC could be your better bet.

8. PPC

Pay per click ads can be a great use of the dollars in your radiology marketing budget especially if you have a bit of extra cash, but not a lot of time.

Not sure what PPC ads look like? Here are some examples:

diagnostic imaging marketing, PPC

To have paid ads on Google like these you will need to set up a Google Adwords account

There is still a substantial learning curve, but there are lots of tutorials that can help. This article is a good resource to get you started.

This is just the beginning of what you can do. Over time you will get to know these techniques and tools better so you can tailor your strategy to your imaging facility.

If you need more help with laying the groundwork for your radiology marketing plan, or if you want a hand implementing your current strategy we are here to help.

Looking for a better way to market your imaging center to patients and referring providers?

Click to view our menu of diagnostic growth systems!

We specialize in radiology and diagnostics marketing and nothing else. We are here for you when you need us!