title: Advanced marketing: how to protect and advance your practice.
abstract: Radiology practices in the United States are facing mounting competitive challenges in many metropolitan areas. This competition is multifaceted and includes other traditional diagnostic imagers. However, the most severe pressures are from new entrants, such as primary and specialty physicians outside of radiology. The business science of marketing provides a set of solutions to help you fight back against this onslaught. In particular, advanced marketing techniques offer compelling strengths for raising awareness of the unique nature of our specialty among both the lay population and primary referrers. Applications of advanced marketing can be used to simultaneously hold and expand your turf. Relying on smarts rather than dollars, they also help overcome the fears that many radiology practices have about the high costs of traditional broadcasting.
authors.affiliation: Wharton School, University of Pennsylvania, Philadelphia, PA 19104-6371, USA. lexa@wharton.upenn.edu
authors.forename: Frank James
authors.initials: FJ
authors.lastname: Lexa
mesh_terms: D000329:Advertising / Q000379:methods; D004465:Economic Competition; D008389:Marketing of Health Services / Q000145:classification / Q000379:methods* / Q000458:organization & administration*; D011331:Private Practice / Q000191:economics / Q000458:organization & administration*; D011871:Radiology / Q000191:economics / Q000458:organization & administration*; D014481:United States