Grassroots Marketing in Radiology
Chandana Lall, MD, MBA, Richard J. Gannotta, NP, DHA, MBA, Andrew B. Rosenkrantz, MD, MPA
Chandana Lall, MD, MBA, Richard J. Gannotta, NP, DHA, MBA, Andrew B. Rosenkrantz, MD, MPA
INTRODUCTION
Grassroots refers to the most basic level of an activity or organization [1]. In turn, grassroots marketing refers to a ground-up, energetic, and practical way of relaying a targeted message that then generates its own mo- mentum [2]. Unlike the large-scale efforts of traditional marketing methods, grassroots marketing con- veys a succinct message designed to attract a defined group. As the group receives the message, it spreads the word and further propagates the communication, thereby creating a widening ripple effect. Therefore, with minimal cost, grassroots marketing may produce better results compared with traditional marketing. Social media, including Twitter (Twitter Inc, San Francisco, Califor- nia) and Facebook (Facebook, Inc, Menlo Park, California), [3,4] is increasingly being adopted in such marketing.
Radiology departments, now more than ever, need an effective marketing strategy to ensure future business and growth. As a continu- ously evolving field, there is a need for timely communication of new services or capabilities and a vision for new imaging service lines. Here, radiologists can control the narrative [5], whereby simple grassroots marketing allows them to act as their own best marketing agent. The target audience includes referring physicians, trainees, and patients, with the main aim being
Grassroots refers to the most basic level of an activity or organization [1]. In turn, grassroots marketing refers to a ground-up, energetic, and practical way of relaying a targeted message that then generates its own mo- mentum [2]. Unlike the large-scale efforts of traditional marketing methods, grassroots marketing con- veys a succinct message designed to attract a defined group. As the group receives the message, it spreads the word and further propagates the communication, thereby creating a widening ripple effect. Therefore, with minimal cost, grassroots marketing may produce better results compared with traditional marketing. Social media, including Twitter (Twitter Inc, San Francisco, Califor- nia) and Facebook (Facebook, Inc, Menlo Park, California), [3,4] is increasingly being adopted in such marketing.
Radiology departments, now more than ever, need an effective marketing strategy to ensure future business and growth. As a continu- ously evolving field, there is a need for timely communication of new services or capabilities and a vision for new imaging service lines. Here, radiologists can control the narrative [5], whereby simple grassroots marketing allows them to act as their own best marketing agent. The target audience includes referring physicians, trainees, and patients, with the main aim being
to convey a clear vision for the new
imaging study, multidisciplinary
treatment team, or service line [6].
As radiology evolves, our field can
offer a widening array of valuable
services and products. However, if
other stakeholders do not know of
these, then the impact of such
opportunities will be diminished.
The essence of grassroots mar- keting is interpersonal effort and networking, establishing local pres- ence, and creativity. Stakeholders need to be included in the educa- tional efforts. Thus, grassroots mar- keters need to invest in their education and training to be able to market a new service. Basic leader- ship and people skills will also aid in success. Radiologists can serve as a bridge for physicians, trainees, and perhaps most importantly, patients, and are called upon to find an op- portunity and seize it.
Networking is vital for radiolo- gists who are at the very hub of the hospital. Making a concerted effort to reach out to colleagues, establish rapport, improve camaraderie be- tween groups, continually inform them of new imaging trends, and emphasize the high quality of imaging provided all play a role in increasing referrals. It also helps to be creative by sending out radiology newsletters to relevant physician groups as well as appropriate and timely use of social media to further promote the mes- sage. Continuing medical education, lunch-and-learn sessions, and grand
The essence of grassroots mar- keting is interpersonal effort and networking, establishing local pres- ence, and creativity. Stakeholders need to be included in the educa- tional efforts. Thus, grassroots mar- keters need to invest in their education and training to be able to market a new service. Basic leader- ship and people skills will also aid in success. Radiologists can serve as a bridge for physicians, trainees, and perhaps most importantly, patients, and are called upon to find an op- portunity and seize it.
Networking is vital for radiolo- gists who are at the very hub of the hospital. Making a concerted effort to reach out to colleagues, establish rapport, improve camaraderie be- tween groups, continually inform them of new imaging trends, and emphasize the high quality of imaging provided all play a role in increasing referrals. It also helps to be creative by sending out radiology newsletters to relevant physician groups as well as appropriate and timely use of social media to further promote the mes- sage. Continuing medical education, lunch-and-learn sessions, and grand
rounds are other venues. Goals
include building confidence among
referrers in one’s group and learning
about new services that referring
physicians may need or desire.
Multidisciplinary tumor confer- ences and grand rounds are an optimal way to reach out to a multi- tude of referring clinicians and to emphasize imaging expertise. Multi- disciplinary tumor conferences pro- vide face-to-face interaction with referring clinicians and are a good forum to introduce and discuss novel radiological procedures or tech- niques. For example, a hematology- oncology tumor board attended by one of the authors discussed liver iron and fat quantification. By simply saying “Sure we can do this,” followed by e-mailing relevant articles to participating physicians, the institu- tion now routinely offers liver MRI for fat and iron quantification, answering an important clinical question. Another example involves one of the author’s colon disease– oriented team meetings. Approxi- mately 3 years ago, the oncologists and colorectal cancer surgeons were informed about the accuracy of pelvic MRI for rectal cancer staging by a short PowerPoint (Microsoft Corpo- ration, Redmond, Washington) talk. A survey was sent out regarding the impact of that talk on referring rectal cancer patients for pelvic MRI and the utility of MRI staging for treat- ment planning and performing sur- gery. According to the colorectal
1
Multidisciplinary tumor confer- ences and grand rounds are an optimal way to reach out to a multi- tude of referring clinicians and to emphasize imaging expertise. Multi- disciplinary tumor conferences pro- vide face-to-face interaction with referring clinicians and are a good forum to introduce and discuss novel radiological procedures or tech- niques. For example, a hematology- oncology tumor board attended by one of the authors discussed liver iron and fat quantification. By simply saying “Sure we can do this,” followed by e-mailing relevant articles to participating physicians, the institu- tion now routinely offers liver MRI for fat and iron quantification, answering an important clinical question. Another example involves one of the author’s colon disease– oriented team meetings. Approxi- mately 3 years ago, the oncologists and colorectal cancer surgeons were informed about the accuracy of pelvic MRI for rectal cancer staging by a short PowerPoint (Microsoft Corpo- ration, Redmond, Washington) talk. A survey was sent out regarding the impact of that talk on referring rectal cancer patients for pelvic MRI and the utility of MRI staging for treat- ment planning and performing sur- gery. According to the colorectal
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a 2018 American College of Radiology
1546-1440/18/$36.00 n https://doi.org/10.1016/j.jacr.2018.02.008
1546-1440/18/$36.00 n https://doi.org/10.1016/j.jacr.2018.02.008
OPINION
cancer surgeons and oncologists, their
referral rate reached 100% of eligible
patients, compared with negligible
referrals historically. The program
now routinely performs MRI for
rectal cancer staging.
A study reviewing methods to improve cancer screening participa- tion showed that more personalized approaches, including primary care endorsement and enhanced person- alized reminders, were effective in increasing participation rates [7,8]. In contrast, traditional methods were relatively ineffective even when targeted toward a narrower group of people [9]. Grassroots advertising, unlike conventional advertising, relies primarily on word of mouth to a few people or a small group, not on print media, television, or radio targeting of a wider audience. It is, therefore, far more personal. It also relies on the social aspect of the consumers and creates enthusiasm among them, making the current generation very receptive to it.
Investing time and interest in marketing toward medical students benefits the field of radiology in the long term. By educating students, we not only nurture them into becoming great physicians, but gain future allies for our specialty. Although only a small fraction of the students end up as radiologists, the majority will become referring phy- sicians. Their proper training in imaging utilization is of future value to both radiologists and patients.
A study reviewing methods to improve cancer screening participa- tion showed that more personalized approaches, including primary care endorsement and enhanced person- alized reminders, were effective in increasing participation rates [7,8]. In contrast, traditional methods were relatively ineffective even when targeted toward a narrower group of people [9]. Grassroots advertising, unlike conventional advertising, relies primarily on word of mouth to a few people or a small group, not on print media, television, or radio targeting of a wider audience. It is, therefore, far more personal. It also relies on the social aspect of the consumers and creates enthusiasm among them, making the current generation very receptive to it.
Investing time and interest in marketing toward medical students benefits the field of radiology in the long term. By educating students, we not only nurture them into becoming great physicians, but gain future allies for our specialty. Although only a small fraction of the students end up as radiologists, the majority will become referring phy- sicians. Their proper training in imaging utilization is of future value to both radiologists and patients.
To target patients, a patient-
centric website is essential. This
can incorporate a patient portal
that provides information regarding
examinations provided, preparation
instructions, robust online sched-
uling, automated appointment
reminders, convenient evening
and weekend imaging options,
payment information, including
cash options, among other features
[10]. The website should be easy
to navigate, informational, and
accessible by mobile devices.
The website should be image
rich with pertinent layperson
education. A brief summary of the
radiologists, including their training,
publications, and other academic
interests, is helpful. With increasing
patient concern regarding radiation
exposure, a radiation exposure guide
with typical radiation doses
associated with imaging studies is
useful to alleviate patient anxiety.
CONCLUSION
Grassroots marketing is an effective way to target a defined audience and speak directly to physicians, trainees, and patients. Marketing costs are minimal compared with conven- tional media marketing and can be more effective. By creating enthu- siasm among consumers, generating momentum, and progressive expan- sion of the client base, grassroots marketing can be among the simplest yet most impactful tools available to radiologists within their health systems. Radiologists are
CONCLUSION
Grassroots marketing is an effective way to target a defined audience and speak directly to physicians, trainees, and patients. Marketing costs are minimal compared with conven- tional media marketing and can be more effective. By creating enthu- siasm among consumers, generating momentum, and progressive expan- sion of the client base, grassroots marketing can be among the simplest yet most impactful tools available to radiologists within their health systems. Radiologists are
encouraged to embrace grassroots
marketing as they look to expand
imaging service lines and add greater
value to patient care.
REFERENCES
1. Encyclopedia.com.Grassroots.Availableat:
http://www.encyclopedia.com/humanities/ dictionaries-thesauruses-pictures-and-press- releases/grass-roots. Accessed January 17, 2018.
2. Myers C. Definition of grassroots marketing. Chron. Available at: http://smallbusiness. chron.com/definition-grassroots-marketing- 23210.html. Accessed January 17, 2018.
3. Seidel RL, Jalilvand A, Kunjummen J, Gilliland L, Duszak R Jr. Radiologists and social media: do not forget about Facebook. J Am Coll Radiol 2018;15(1 Pt B):224-8.
4. Hawkins CM, Duszak R, Rawson JV. So- cial media in radiology: early trends in Twitter microblogging at radiology’s largest international meeting. J Am Coll Radiol 2014;11:387-90.
5. European Society of Radiology. The future role of radiology in healthcare. Insights Imaging 2010;1:2-11.
6. Hawkins CM. Building a radiology service line: key elements and necessary actions. Curr Probl Diagn Radiol 2016;45:107-10.
7. Duffy SW, Myles JP, Maroni R, Mohammad A. Rapid review of evaluation of interventions to improve participation in cancer screening services. J Med Screen 2017;24:127-45.
8. Wardle J, von Wagner C, Kralj-Hans I, et al. Effects of evidence-based strategies to reduce the socioeconomic gradient of up- take in the English NHS Bowel Cancer Screening Programme (ASCEND): four cluster-randomised controlled trials. Lancet 2016;387:751-9.
9. Page A, Morrell S, Tewson R, Taylor R, Brassil A. Mammography screening partic- ipation: effects of a media campaign tar- geting Italian-speaking women. Aust N Z J Public Health 2005;29:365-71.
10. Johnson EJ, Doshi AM, Rosenkrantz AB. Strengths and deficiencies in the content of US radiology private practices’ websites. J Am Coll Radiol 2017;14:431-5.
REFERENCES
1. Encyclopedia.com.Grassroots.Availableat:
http://www.encyclopedia.com/humanities/ dictionaries-thesauruses-pictures-and-press- releases/grass-roots. Accessed January 17, 2018.
2. Myers C. Definition of grassroots marketing. Chron. Available at: http://smallbusiness. chron.com/definition-grassroots-marketing- 23210.html. Accessed January 17, 2018.
3. Seidel RL, Jalilvand A, Kunjummen J, Gilliland L, Duszak R Jr. Radiologists and social media: do not forget about Facebook. J Am Coll Radiol 2018;15(1 Pt B):224-8.
4. Hawkins CM, Duszak R, Rawson JV. So- cial media in radiology: early trends in Twitter microblogging at radiology’s largest international meeting. J Am Coll Radiol 2014;11:387-90.
5. European Society of Radiology. The future role of radiology in healthcare. Insights Imaging 2010;1:2-11.
6. Hawkins CM. Building a radiology service line: key elements and necessary actions. Curr Probl Diagn Radiol 2016;45:107-10.
7. Duffy SW, Myles JP, Maroni R, Mohammad A. Rapid review of evaluation of interventions to improve participation in cancer screening services. J Med Screen 2017;24:127-45.
8. Wardle J, von Wagner C, Kralj-Hans I, et al. Effects of evidence-based strategies to reduce the socioeconomic gradient of up- take in the English NHS Bowel Cancer Screening Programme (ASCEND): four cluster-randomised controlled trials. Lancet 2016;387:751-9.
9. Page A, Morrell S, Tewson R, Taylor R, Brassil A. Mammography screening partic- ipation: effects of a media campaign tar- geting Italian-speaking women. Aust N Z J Public Health 2005;29:365-71.
10. Johnson EJ, Doshi AM, Rosenkrantz AB. Strengths and deficiencies in the content of US radiology private practices’ websites. J Am Coll Radiol 2017;14:431-5.
Chandana Lall, MD, MBA, is from the Department of Radiological Sciences, University of California Irvine Health, Orange,
California. Richard J. Gannotta, NP, DHA, MBA, is Interim Chief Executive Officer, University of California Irvine Health,
Orange, California. Andrew B. Rosenkrantz, MD, MPA, is from the Department of Radiology, NYU Langone Health, New York,
New York.
The authors have no conflicts of interest related to the material discussed in this article.
Dr Andrew B. Rosenkrantz MD, MPA: NYU Langone Health, Department of Radiology, 660 First Avenue, 3rd Floor,
The authors have no conflicts of interest related to the material discussed in this article.
Dr Andrew B. Rosenkrantz MD, MPA: NYU Langone Health, Department of Radiology, 660 First Avenue, 3rd Floor,
New York, NY 10016; e-mail: Andrew.Rosenkrantz@nyumc.org.
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Journal of the American College of Radiology
Volume - n Number - n - 2018
Volume - n Number - n - 2018
