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.
Patients 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.
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?
You 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.
How can you help imaging patients play an active role in decisions about their health?
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.
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.
Empowering 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.
Integrating 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.
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.
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 valueto 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.
A 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
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!
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.
Patients 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.
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?
You 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.
How can you help imaging patients play an active role in decisions about their health?
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.
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.
Empowering 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.
Integrating 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.
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.
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 valueto 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.
A 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
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!
Understanding the law and what is allowed and Marketing your Diagnostic Center, you will attract new patients, grow your practice, and get the attention of referring physicians. Lack of understanding, and you could face steep fines or possible jail time.
So, where’s the line and what can you do to grow your patient base?
Marketing is easy when your online reputation is top notch.
5-star reviews build trust with patients and referring providers. So long as your reviews are from real, unbiased patients, growing your online reviews is always a safe and effective marketing strategy.
The Laws You Need to Consider When Marketing your Diagnostic Center:
When marketing your practice, there are multiple legal restrictions which dictate what is lawful and what is not. There are two areas which are especially relevant.
First, you will need to be aware of anti-kickback laws. This is a federal law which prevents you from offering money or gifts to entice patients into your clinic. This is a felony. If charged and convicted, you could go to jail. Second, you will need to be aware of the Stark law. This law prevents you from offering incentives, money or gifts to providers in return for funneling patients to your center. This is a civil code, thus, if convicted you will not face jail time. You will, however, enjoy a substantial fine. An important fact to know and understand about this law, you do not need to show intent to be in violation. You can be in violation without knowing and still be ordered to pay a fine.
Here are some instances which illustrate what you should and should not do to market your practice or clinic:
Situation #1: Playing the Social Media Tagging Game with your Radiology and Diagnostic Center
A radiology or diagnostic center partners with a local business to promote awareness for breast cancer screening. Marketing brochures are placed within the business instructing participants to post a selfie with the brochure and tag your practice for a chance to win a small prize.
Allowed?: Probably good to go. This situation is about breast health awareness and not specifically bribing patients to come in to your clinic.
Situation #2: MRI Merch for your Radiology and Diagnostic Center
To promote a new MRI machine, a clinic offers branded marketing merchandise to the first 25 referring physicians for a certain period of time.
Allowed?: Nope.
This is a violation of the Stark law. You cannot offer an incentive to referring providers only. You won’t face jail time, but you could face a large fine.
Situation #3: Lunch & Learn at your Radiology and Diagnostic Center
A center offers free lunch to local physicians while providing an educational seminar on new relevant technology.
Allowed?: Should Be Fine.
Education does not run against the Stark law, just make sure that education is, in fact, the focus. If you prefer to be extra cautious, keep an accurate accounting of the cost per guest attending the event to report on your non-monetary compensation spreadsheet.
Situation #4: The Holiday Gift Basket Bash for your Radiology and Diagnostic Center
Your office is one of many within a hospital marketing to referring physicians. You want to send them a nice holiday fruit basket to make sure they remember you.
Allowed?: Hmm, You Better Watch Out
The amount of non-monetary gifts you can give to a provider is calculated by entity and not by department. Thus, if radiologists, orthopedists, cardiologists, hospital administration, or any other department are also sending baskets, you could be in violation of the Stark law. You should try to see who is giving what and an idea of cost.
Situation #5: Your Radiology and Diagnostic Center in Full Color
You just got a bunch of 5-star reviews and some extra budget for marketing, so you put out an ad proclaiming your practice as the best in the region.
Allowed?: Maybe Not – Be Careful.
Something to always keep in mind when advertising your radiology or diagnostic center is truth-in-advertising laws. Are you really the best around? Did you conduct a verifiable survey?
If you cannot prove your claim, you could be in violation. You will also need to take into consideration the models in your advertisement. If they are current or former patients you must have a signed release granting permission, otherwise, you could be faced with a HIPAA violation.
Situation #6: Fancy Dinner and 15 Min. Talk About Radiology & Diagnostics Centers
A center invites referring providers to an expensive dinner at an upscale restaurant. To check off the educational portion of the evening, a fifteen-minute lecture on the latest in the radiology and diagnostic field is discussed. The rest of the evening is spent enjoying wine, spirits, and delicious gourmet cuisine.
Allowed?: It’s a no-no.
This is the reason the Stark law exists. They are written to keep large, expensive gifts from being given to entice referring providers to send patients your way. Fancy dinners with all the trimmings qualify as large gifts. This is also a situation where you may, in fact, have to attribute the entire cost of food to each guest rather than noting a per person amount.
Situation #7: Extra, Extra: Get Your CME Right Here … at this Radiology and Diagnostic Center
A radiology and diagnostic center would like to offer CME to area providers.
Allowed?: Maybe.
If the referring provider would normally be paying for this CME, you will need to charge a fee. If you decide against charging, the cost will need to be recorded on your non-monetary compensation spreadsheet.
Situation #8: Diagnostic & Radiology Center Mixer
A practice manager at the office of a provider requests that a diagnostic and radiology center bring in lunch for everyone to enjoy together. This is also a great way to break the ice and network.
Allowed?: Don’t do it.
No individual at any referring physician office may request a gift of any kind, which includes food.
Situation #9: Diagnostics Coupons and Special Deals on Exams?
Can a radiology or diagnostic center offer a promotion through a coupon service such as Groupon?
Allowed?: Maybe, but be careful.
So long as the promotion excludes Medicare patients, you should be clear to proceed. If the discount includes Medicare patients and Medicare pays for the service provided, this is defined as a kickback. Not to mention, Groupon received a cut, which is like a commission for sending patients. These are not allowed.
Situation #10: Let’s Party! With Your Favorite Providers
Can a radiology and diagnostic center throw an appreciation party for referring providers?
Allowed?: Record Keeping is the Name of the Game
The Stark law provides a predetermined amount that may be spent each year on non-monetary compensation. This can be food, pens, stress balls, etc. Use a spreadsheet to keep a record of how much is spent per year per physician.
These situations are just a sampling of scenarios which radiology and diagnostics centers can face at any time. Knowledge and understanding of current laws and norms are of the highest importance when operating a successful practice. Whether you are in the radiology and diagnostic industry or another field, be sure to realize and put into practice all guidelines and laws governing your practice today.
Looking for a little help growing your diagnostic center?
Understanding the law and what is allowed and Marketing your Diagnostic Center, you will attract new patients, grow your practice, and get the attention of referring physicians. Lack of understanding, and you could face steep fines or possible jail time.
So, where’s the line and what can you do to grow your patient base?
Marketing is easy when your online reputation is top notch.
5-star reviews build trust with patients and referring providers. So long as your reviews are from real, unbiased patients, growing your online reviews is always a safe and effective marketing strategy.
The Laws You Need to Consider When Marketing your Diagnostic Center:
When marketing your practice, there are multiple legal restrictions which dictate what is lawful and what is not. There are two areas which are especially relevant.
First, you will need to be aware of anti-kickback laws. This is a federal law which prevents you from offering money or gifts to entice patients into your clinic. This is a felony. If charged and convicted, you could go to jail. Second, you will need to be aware of the Stark law. This law prevents you from offering incentives, money or gifts to providers in return for funneling patients to your center. This is a civil code, thus, if convicted you will not face jail time. You will, however, enjoy a substantial fine. An important fact to know and understand about this law, you do not need to show intent to be in violation. You can be in violation without knowing and still be ordered to pay a fine.
Here are some instances which illustrate what you should and should not do to market your practice or clinic:
Situation #1: Playing the Social Media Tagging Game with your Radiology and Diagnostic Center
A radiology or diagnostic center partners with a local business to promote awareness for breast cancer screening. Marketing brochures are placed within the business instructing participants to post a selfie with the brochure and tag your practice for a chance to win a small prize.
Allowed?: Probably good to go. This situation is about breast health awareness and not specifically bribing patients to come in to your clinic.
Situation #2: MRI Merch for your Radiology and Diagnostic Center
To promote a new MRI machine, a clinic offers branded marketing merchandise to the first 25 referring physicians for a certain period of time.
Allowed?: Nope.
This is a violation of the Stark law. You cannot offer an incentive to referring providers only. You won’t face jail time, but you could face a large fine.
Situation #3: Lunch & Learn at your Radiology and Diagnostic Center
A center offers free lunch to local physicians while providing an educational seminar on new relevant technology.
Allowed?: Should Be Fine.
Education does not run against the Stark law, just make sure that education is, in fact, the focus. If you prefer to be extra cautious, keep an accurate accounting of the cost per guest attending the event to report on your non-monetary compensation spreadsheet.
Situation #4: The Holiday Gift Basket Bash for your Radiology and Diagnostic Center
Your office is one of many within a hospital marketing to referring physicians. You want to send them a nice holiday fruit basket to make sure they remember you.
Allowed?: Hmm, You Better Watch Out
The amount of non-monetary gifts you can give to a provider is calculated by entity and not by department. Thus, if radiologists, orthopedists, cardiologists, hospital administration, or any other department are also sending baskets, you could be in violation of the Stark law. You should try to see who is giving what and an idea of cost.
Situation #5: Your Radiology and Diagnostic Center in Full Color
You just got a bunch of 5-star reviews and some extra budget for marketing, so you put out an ad proclaiming your practice as the best in the region.
Allowed?: Maybe Not – Be Careful.
Something to always keep in mind when advertising your radiology or diagnostic center is truth-in-advertising laws. Are you really the best around? Did you conduct a verifiable survey?
If you cannot prove your claim, you could be in violation. You will also need to take into consideration the models in your advertisement. If they are current or former patients you must have a signed release granting permission, otherwise, you could be faced with a HIPAA violation.
Situation #6: Fancy Dinner and 15 Min. Talk About Radiology & Diagnostics Centers
A center invites referring providers to an expensive dinner at an upscale restaurant. To check off the educational portion of the evening, a fifteen-minute lecture on the latest in the radiology and diagnostic field is discussed. The rest of the evening is spent enjoying wine, spirits, and delicious gourmet cuisine.
Allowed?: It’s a no-no.
This is the reason the Stark law exists. They are written to keep large, expensive gifts from being given to entice referring providers to send patients your way. Fancy dinners with all the trimmings qualify as large gifts. This is also a situation where you may, in fact, have to attribute the entire cost of food to each guest rather than noting a per person amount.
Situation #7: Extra, Extra: Get Your CME Right Here … at this Radiology and Diagnostic Center
A radiology and diagnostic center would like to offer CME to area providers.
Allowed?: Maybe.
If the referring provider would normally be paying for this CME, you will need to charge a fee. If you decide against charging, the cost will need to be recorded on your non-monetary compensation spreadsheet.
Situation #8: Diagnostic & Radiology Center Mixer
A practice manager at the office of a provider requests that a diagnostic and radiology center bring in lunch for everyone to enjoy together. This is also a great way to break the ice and network.
Allowed?: Don’t do it.
No individual at any referring physician office may request a gift of any kind, which includes food.
Situation #9: Diagnostics Coupons and Special Deals on Exams?
Can a radiology or diagnostic center offer a promotion through a coupon service such as Groupon?
Allowed?: Maybe, but be careful.
So long as the promotion excludes Medicare patients, you should be clear to proceed. If the discount includes Medicare patients and Medicare pays for the service provided, this is defined as a kickback. Not to mention, Groupon received a cut, which is like a commission for sending patients. These are not allowed.
Situation #10: Let’s Party! With Your Favorite Providers
Can a radiology and diagnostic center throw an appreciation party for referring providers?
Allowed?: Record Keeping is the Name of the Game
The Stark law provides a predetermined amount that may be spent each year on non-monetary compensation. This can be food, pens, stress balls, etc. Use a spreadsheet to keep a record of how much is spent per year per physician.
These situations are just a sampling of scenarios which radiology and diagnostics centers can face at any time. Knowledge and understanding of current laws and norms are of the highest importance when operating a successful practice. Whether you are in the radiology and diagnostic industry or another field, be sure to realize and put into practice all guidelines and laws governing your practice today.
Looking for a little help growing your diagnostic center?
Patients 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.
You 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. 
Taking 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. 
Empowering 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. 
Integrating 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. 
A 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.
Tip: Make your emails even more effective and memorable with these Diagnostic Center Email Signature Tips
Second, you will need to be aware of the Stark law. This law prevents you from offering incentives, money or gifts to providers in return for funneling patients to your center. This is a civil code, thus, if convicted you will not face jail time. You will, however, enjoy a substantial fine. An important fact to know and understand about this law, you do not need to show intent to be in violation. You can be in violation without knowing and still be ordered to pay a fine.
This is a violation of the Stark law. You cannot offer an incentive to referring providers only. You won’t face jail time, but you could face a large fine. 
If the referring provider would normally be paying for this CME, you will need to charge a fee. If you decide against charging, the cost will need to be recorded on your non-monetary compensation spreadsheet.
These situations are just a sampling of scenarios which radiology and diagnostics centers can face at any time. Knowledge and understanding of current laws and norms are of the highest importance when operating a successful practice. Whether you are in the radiology and diagnostic industry or another field, be sure to realize and put into practice all guidelines and laws governing your practice today.