Radiology businesses face stiff competition.
With increased competition in the private sector for radiology services, marketing is a key factor of business success. Unlike businesses with immediately recognizable service offerings, radiology providers are required to integrate education with marketing. As you plan a marketing strategy, consider highly targeted materials that will reach customers who need your services, whether you work for a hospital or in a private imaging facility.
Focus on Current Patients
Usually, it is easier and less expensive to retain a current client than it is to gain a new one. Start your radiology marketing campaign by educating your current clients about your services. Because they already have a relationship with you, you immediately have an advantage. Create an informational flier to send home with patients in information packets or other materials, and train your staff to talk about radiology services during related consultations.
Direct Mail
If you are part of a hospital or larger practice, take advantage of the database of names and addresses for a direct mail campaign. Because current and past clients are the most likely candidates for radiology and imaging services, direct mail raises brand awareness with the people who need it most; people are unlikely to use radiology imaging without first seeing a doctor. Choose from a variety of options, from a simple postcard to a full brochure, and list the benefits of your radiology business. Include contact information and, to educate your customer base, describe scenarios where radiology might be needed.
Community Education
To increase public knowledge and awareness of your services, create a series of community education classes that relate to your business. Partner with another health-related business, such as a clinic or hospital, to get a wider audience, and keep sessions short. Topics might address common patient concerns, such as the potentially damaging effects of CT scans, or they might focus on technological advances, such as 3-D imaging of internal organs.
Website
A website is a crucial piece of any radiology marketing campaign; often, potential patients search for a website before making a decision. Your website should be professional and approachable, and it should provide an overview of services. If you find that your customer base does not have a clear understanding of radiology, add pages that explain how your services help with diagnoses, what customers can expect during scans and answers to frequently asked questions.
Tags: your services, customer base, marketing campaign, radiology imaging, radiology marketing campaign, radiology services