Recent Articles

Trying to focus your marketing efforts on physicians, patients, hospital partners, and community leaders is creating some Blurred Lines. These days you have to manage the experience of multiple audiences, and to say The Times They Are a-Changin’ would be an understatement. There will be days when there Ain’t No Sunshine and you may want to say Take This Job and Shove It.

Kim Longeteig shares her knowledge of social media metrics and return on engagement beginning on page 4.

As a whole, businesses from all types of industries have been early adopters of social media for business use—quickly recognizing how it can leverage business growth. The radiology industry, on the other hand, has been a bit slower to respond to the social media movement—primarily because many are struggling to understand how to balance the investment of time…

Establishing a competitive edge consists of crafting a brand, identifying a unique position in the marketplace, and executing a brand strategy. Branding is much more than a logo, tagline, or new tri-fold brochure. It is more than the message a marketer carries into the field. Branding is a promise . . . a promise that is delivered. It is the equivalent of building a reputation and…

Everyone loves a good story. Stories have a way of connecting our audience to a historical time and place. They paint pictures and teach us lessons. Stories can be rich in detail, and when the storyteller is a good one we stay captivated right up until the end. But when it comes to imaging services and profitability is at stake, storytelling often falls short of selling service.

A marketing department begins with a plan that is developed based on many factors: your current situation, available budget, and the allocation of those dollars, short term and long term practice goals, the types of efforts you will pursue to achieve results, and systems for accountability. Most of all, your plan needs to be flexible because market conditions and practice goals…