- Both referring physicians and patients have ever-increasing expectations with respect to service quality, timeliness, and convenience.
- Economic and staffing constraints will always be significant.
- Too often, we have had a radiology-centric perspective on information technologies, concentrating only on how these electronic systems can enhance practice convenience and efficiency or lower local radiology operational costs. These consequences [of technology] can dramatically influence the role of the radiologist in patient care in the next millennium.
- Everything is stat. If the PACS can provide images immediately throughout the enterprise, what is our customer value when our reports arrive several hours or days later?
- The radiology department is becoming marginalized. This observation is disturbing, as it indicates that the perceived value of the radiologist in patient management has diminished.
- The electronic distribution of images now gives ordering physicians greater flexibility and choice about where he or she can obtain radiology services. If your practice is not willing or able to provide the level of service desired, someone else across the street or across the state will.
- Clinicians want 24-hour subspecialty consultation. Their complaint has been that if teleradiology can provide images to the radiologist anywhere and anytime, why don’t radiologists provide after-hours subspecialty consultation?
- Office management deficiencies lower customer satisfaction. A referring physician has commented, “If I can get images immediately on my office computer in seconds, why does my staff still have to wait 20 minutes on the phone to get a study scheduled?”
With over 25 years of marketing experience — nine years as a former Vice President of Marketing for a leading healthcare marketing company — Steve Smith has consistently developed effective strategies to help fuel the growth of countless healthcare enterprises. Since 2007, he has specialized as a marketing and business development consultant to medical imaging facilities nationwide. Mr. Smith has been a featured speaker at imaging conferences and is a former member of the marketing subcommittee of the Radiology Business Management Association (RBMA). He has contributed marketing articles to numerous healthcare publications, including Physician’s Money Digest, Radiology Business Journal and more. Mr. Smith is the creator of “Ten Seconds to Great Customer Service™,” a medical imaging training program that provides easy-to-use tactical customer service support to staff.