The Face of Radiology

1. The Face of Radiology

2. The Issue at Hand In recent years, we have seen an exponential rise in imaging performed by other medical specialties and efforts by government and private payers to cut reimbursement for imaging services. From 1998–2005, the non-radiologists’ share of in-office MRI and CT doubled and tripled respectively. Non-radiologists received more than double the amount of Medicare dollars paid to radiologists for in-office imaging during that span — nearly $4 billion. The result is that nearly three-quarters of all non-hospital imaging is now performed by non-radiologist providers.

3. Campaign Objectives Shift the public perception of radiologists Take the dialogue to the next level Engage membership Communicate messages through multiple channels

4. Research Focus Groups Survey In-depth interviews

5. Focus Groups Four 2-hour Focus Groups in Miami, Florida, and Burlington, Vermont, among American adults age 35+ who (a) have had an imaging exam within the past 12 months and (b) those who have not. The groups were conducted on December 17 in Miami and December 18 in Burlington. General attitudes towards radiologists and radiology are positive and reflect the notion that the radiologist is a trained professional, though respondents are split as to whether a radiologist is a licensed physician or a technician. Many respondents felt that their doctor was qualified, if not preferred, to assess less serious imaging examinations such as x-ray scans. However, when informed as to the extensive training of the radiologist, most shifted their thinking. Overview Consensus

6. Focus Groups Demonstrate Perception Disconnect Radiologists have little patient contact. Americans do not identify radiologists as “my doctor” or as physicians. The importance and value of radiology to the health care process is increasingly overlooked. Alternatives are seen as less expensive. Critical audiences are not aware of the training and education of radiologists. Source: 2008 Focus Group feedback conducted among Hill-staffers

7. National Survey Results Americans are currently split down the middle on: Preference for “my doctor” versus a radiologist when subject to medical imaging procedures. Whether a radiologist is a person who interprets or a person who administers the scan. Those who correctly identify the radiologist as a “physician” are more likely to want to see them for medical imaging scans. Educating Americans on the radiologist’s training and role can positively impact public “preferences” for radiologists. Older Americans are more likely to say that: A radiologist is a physician. They would rather see a radiologist for their medical imaging scans. After being read a series of statements regarding radiologists’ education and training, Americans responded very favorably toward radiologists.

8. National Survey Results After learning about radiologists’ training, the following messages tested well 71% 95% For anyone who is having a medical imaging exam conducted, the radiologist is an important part of their healthcare team. 58% 87% A radiologist is the best equipped doctor to understand the potential benefits and dangers of radiation exposure. 52% 86% For anyone who is having a medical imaging exam conducted, they should make sure they have it done by a radiologist. 46% 85% Because of the increasing importance of and emphasis on using medical imaging to catch problems early, a radiologist is the best trained and best equipped doctor to catch problems early. 37% 73% A radiologist is the best qualified doctor to recognize, diagnose, and treat disease and injury through medical imaging.

9. Research Conclusions • Those who say a radiologist “is a licensed physician who interprets” are more likely to say they would “choose a radiologist.” • To positively impact public opinion, we must: • Educate the public about radiologists’ education and training. • Create messages that: • Demonstrate the role of the radiologist in the healthcare process. • Highlight the radiologist as a unique deliverer of care. • Emphasize the importance of the radiologist in an increasingly technological healthcare process.

10. Establish and reinforce the position of the radiologist as ‘Your Physician’ and the expert in diagnosis, patient care and treatment through medical imaging. Campaign Goal

11. Message Pillars Radiologists are physicians Radiologists are highly trained in diagnostic imaging Radiologists deliver high-tech health care Radiologists are your physician

12. Elevator Speech As a medical doctor who specializes in diagnosing and treating disease and injury by using medical imaging techniques, your radiologist plays an important role in your health. Your radiologist has completed at least 13 years of training including medical school, licensing, a four year residency and often a 1-2 year fellowship of specialized training. Your radiologist is also at the forefront of imaging technology through the continued growth of minimally invasive procedures; as technology grows, so does the importance of your radiologist in health care. Your radiologist is available to you and your referring physician in choosing the proper examination, interpreting the resulting medical images, and in using test results to recommend further examinations or treatments.

13. External Campaign Components Videos Creation and distribution of three DVDs designed to highlight the role of the radiologist Earned media Proactive media outreach in select markets Matte release distribution Web site Creation of www.MyRadiologist.com to serve as a patient-friendly hub of information about the role of the radiologist Site will feature materials and information incorporating campaign messaging

14. Internal Campaign Components Web site: Your Patient Connection – an internal site to provide ACR members tools and resources to communicate more effectively with patients. Key messages Campaign advertisements Campaign videos Brochures Presentation template Newsletter template FAQs Internal Marketing Spotlight features in ACR Bulletin, weekly newsletter and ACR blog Chapter outreach Waiting room materials Brochures Television w/DVD player to show videos Campaign branded picture frame

15. What Can You Do? This campaign starts with YOU! Its success hinges on your ability to use the tools and resources made available on Your Patient Connection to help you better connect with your patients and ensure the continued strength of the field of radiology.