Image Gently(SM): a national education and communication campaign in radiology using the science of social marketing.
Communication campaigns are an accepted method for altering societal attitudes, increasing knowledge, and achieving social and behavioral change particularly within public health and the social sciences. The Image Gently(SM) campaign is a national education and awareness campaign in radiology designed to promote the need for and opportunities to decrease radiation to children when CT scans are indicated. In this article, the relatively new science of social marketing is reviewed and the theoretical basis for an effective communication campaign in radiology is discussed. Communication strategies are considered and the type of outcomes that should be measured are reviewed. This methodology has demonstrated that simple, straightforward safety messages on radiation protection targeted to medical professionals throughout the radiology community, utilizing multiple media, can affect awareness potentially leading to change in practice.
Goske
Marilyn J
MJ
Department of Radiology, Cincinnati Children's Hospital Medical Center, University of Cincinnati, College of Medicine, Cincinnati, Ohio 45229-3039, USA. mgr4414@aol.com
Applegate
Kimberly E
KE
Boylan
Jennifer
J
Butler
Priscilla F
PF
Callahan
Michael J
MJ
Coley
Brian D
BD
Farley
Shawn
S
Frush
Donald P
DP
Hernanz-Schulman
Marta
M
Jaramillo
Diego
D
Johnson
Neil D
ND
Kaste
Sue C
SC
Morrison
Gregory
G
Strauss
Keith J
KJ
D003142:Communication; D006293:Health Promotion / Q000379:methods / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods / Q000458:organization & administration*; D008402:Mass Media; D010353:Patient Education as Topic / Q000379:methods / Q000458:organization & administration*; D011835:Radiation Protection / Q000379:methods*; D011871:Radiology / Q000379:methods / Q000458:organization & administration*; D014481:United States