Effect of direct neuroradiologist participation in physician marketing on imaging volumes in outpatient radiology.
OBJECTIVE
Over the past several years, decreased demand for and increased supply of imaging services has increased competition among outpatient imaging centers in the United States. This study hypothesizes that using a radiology sales representative and neuroradiologist as a team in marketing and sales will increase imaging referrals in outpatient imaging.


METHODS
From January to December 2009, baseline monthly physician referral data of CT and MR scans of 19 referring clinicians (neurologists, neurosurgeons, and anesthesiologists) to an outpatient radiology group were collected. During that time, a nonphysician radiology sales representative visited the referring clinicians' offices every 2 weeks. From January to June 2010, the same radiology sales representative visited the referring clinicians' offices every 2 weeks but was accompanied by a neuroradiologist once a month. From July 2010 to June 2011, the same radiology sales representative visited the referring clinicians' offices twice a month without a neuroradiologist.


RESULTS
Cross-sectional imaging referral volumes were approximately 2.5 times greater during the 6-month period using the neuroradiologist for direct physician-to-physician marketing when compared with the volumes achieved with the sales representative alone, and continued neuroradiologist involvement in marketing and sales is required to maintain referral volumes over time.


CONCLUSIONS
The impact on imaging referral volumes during the 6-month use of the neuroradiologist for direct physician-to-physician marketing in this study supports the assertion that neuroradiologist visits are an important element in establishing and maintaining a relationship with the referring clinician's office and thereby maximizing imaging referrals.
From the Departments of Radiology (L.G., M.K., J.V.).
L
L
Grignon
From the Departments of Radiology (L.G., M.K., J.V.)Scottsdale Medical Imaging (M.K., W.H., R.M.), Scottsdale, Arizona. mark.keiper@unmc.edu.
M
M
Keiper
From the Departments of Radiology (L.G., M.K., J.V.).
J
J
Vavricek
Scottsdale Medical Imaging (M.K., W.H., R.M.), Scottsdale, Arizona.
W
W
Horsley
Scottsdale Medical Imaging (M.K., W.H., R.M.), Scottsdale, Arizona.
R
R
Murphy
Pediatrics (A.G.).
A
A
Grignon
Biostatistics (F.Y.), University of Nebraska Medical Center, Omaha, Nebraska.
F
F
Yu
D003952:Diagnostic Imaging / Q000706:statistics & numerical data / Q000639:trends; D006801:Humans; D040541:Marketing / Q000379:methods*; D010045:Outpatients; D010820:Physicians; D011871:Radiology / Q000706:statistics & numerical data / Q000639:trends; D012017:Referral and Consultation / Q000706:statistics & numerical data* / Q000639:trends; D014481:United States