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.
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?
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.
For 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.
While 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?
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.
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?
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.
For 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.
While 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?
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?
For 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.
While 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. 
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.