CREATING AND DELIVERING SERVICE VALUE IN MEDICAL IMAGING DEPARTMENTS, THE MARKETING IMPERATIVE
In an era of increased pressure on reducing expenditure in healthcare, and a rising demand for high quality, safe, accessible and payable medicine, we are urged to use more valued models and designs. Based upon our care mission, we try to ensure an excellent patient experience with quality of care. Serious attention on a dedicated marketing strategy is therefore an important part of the cure. Implementing marketing is key to stay competitive and to keep up with changing in healthcare regulations. Medical imaging departments have to start thinking beyond providing images and reports to physicians. These are the tangible products. On the other hand, we have to focus on the efforts to attract appropriate patients and improve collaboration with physicians, other medical departments and hospitals. We have to look for ways to market our medical imaging practice, so it stands out. Customised marketing strategies should be designed and implemented. This paper takes the first step in revealing the marketability of these departments. It is all about building exchange relationships, not limited to patients, but to relationships with all the healthcare stakeholders.