News | May 26, 2015

Data-Driven Focus on Sales and Marketing Most Beneficial for Radiology Practices

MedQuest Radiology Management Services extols virtue of market knowledge, relationship building to build revenues rather than cutting overhead

MedQuest, data, sales, marketing, revenues, radiology

May 26, 2015 — MedQuest Radiology Management Services has found that maintaining a focus on data can increase radiology sales and marketing success, resulting in a significant boost to revenues and the bottom line. This is a more sustainable solution than the more common reaction of cutting overhead when radiology departments and centers start feeling the pinch from decreasing reimbursement and rising costs.

“Too often providers of radiology services fail to devote adequate resources to radiology sales and marketing, leaving them lacking in critical market knowledge and vulnerable to competition,” said Bruce Elder, chief development and strategy officer of MedQuest. “At both our owned centers and the healthcare systems and centers we support, MedQuest has implemented highly effective sales and marketing programs that drive increased scan volumes and greater responsiveness to customers.”

MedQuest employs a data-driven approach to sales and marketing that includes training and overseeing one or more dedicated onsite sales and marketing specialists that actively build relationships with physicians to increase referral volume and ensure high satisfaction levels. The foundation of these relationships are regular communication, responsive “service recovery” to meet physicians’ needs and a deep understanding of radiology.

“It’s been said many times that you can’t manage what you don’t measure,” said Elder. “Applying metrics to the sales and marketing function is a transformative process that converts those activities into a data-driven approach with measurable contributions to the bottom line. Clients appreciate the fact that we can accurately forecast volume by modality and measure the ROI on sales and marketing activities.”

Often radiology departments and centers rely on shared marketing or “outreach” resources that represent a wide range of services. MedQuest has found that having dedicated radiology sales and marketing specialists with the right specialized training, customer relationship management (CRM) system and oversight is far more effective.

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