When radiologists get involved in direct sales and marketing efforts to referring physicians, it can have a significant positive effect on referral patterns, according to research presented at the recent RSNA 2013 meeting.
Dr. Joseph Vavricek, from the University of Nebraska Medical Center, and colleagues conducted a study to assess whether direct radiologist participation in marketing and sales efforts would affect referral volumes in outpatient imaging.
Dr. Joseph Vavricek from the University of Nebraska.Radiology sales representatives have traditionally been the primary contact between practices and referring physicians. Representatives can serve as good sources of information for referring physicians, conducting educational and service visits and establishing relationships. But they lack radiology expertise and have limited medical knowledge; therefore, referring physicians do not consider them medical peers.
For the study, Vavricek and colleagues collected monthly referral volumes of CT and MRI scans ordered by 19 referring clinicians to an outpatient imaging practice over a six-month period in three sequential years (2009 to 2011).
During the first six-month period, a radiology sales representative visited the referring clinicians twice a month to provide basic support, educational material, and personal interaction. During the second six-month period, the same sales representative visited referring clinicians' offices twice a month but was accompanied by a radiologist once a month. The radiologist and sales representative provided educational lectures, technical expertise, and personal interactions.
During the final six-month period, the sales representative visited the referring clinicians twice a month without a radiologist. The same sales representative made the visits for each of the study's time periods, and there were no significant changes in the radiology practice's service parameters or referring clinicians' status.
What happened when the sales representative and radiologist joined forces? CT and MRI volumes increased 2.5-fold, Vavricek said. Moreover, when the radiologist stopped accompanying the representative, the volumes dropped.
"Referral volumes began to decrease for all providers about 1.5 months after the radiologist stopped making visits, returning to baseline levels about five months later," he said.
Teaming a radiology sales representative with a radiologist is the best way to boost referral volumes -- but the radiologist's involvement must continue, Vavricek concluded.
"More analysis is needed to determine the ideal overall length and frequency of direct radiologist involvement in sales efforts," he said. "The idea is to maintain higher referral volumes, while also keeping the time radiologists spend outside of the reading room to a minimum."
