Medical Imaging Services

Paper Summary:

This paper focuses on specialized, community-based, walk-in medical imaging clinics that also provide an examination and diagnosis of results. The paper presents an advertising plan for walk-in radiology clinics together with a promotional strategy. The paper explains that the advertising plan is intended to capitalize on the community aspect of the service and to gain a wider market exposure than the typical medical imaging service receives.

Outline:
Abstract
Overview
Target Customer
Cost & Segmentation
Advertising Strategy

From the Paper:

"Radiology services and walk-in radiology services are a growing diagnostic service that is increasingly profitable as well as a boon for patient care. Walk-in and mobile radiology services, such as MRI and other imaging technologies have been growing in popularity since the early 1990s and usually involve the following: X-ray, mammography, MRI, CT and PET scans, and bone densitometry (Johns, 2001). One of the most impressive features is that these types of radiology services are able to deliver both preliminary and STAT reports immediately and accompanied by a complete written report within a 24 hour time frame(Perkins, 2004, p.21). Many of these types of radiology clinics provide both fixed unit services as well as mobile services in CT, MRI, and Ultrasound technology and take great care in developing an often multi-lingual and experienced staff of medical services professionals necessary for such community based clinics (Perkins, 2004, p.19)."

Sample of Sources Used:

• Donato, P. J.(1996). Research In A World Of Expanding Media Options: Chicken Or Egg? Journal of Advertising Research, 361, p.35+.
• Geller, L. K. (2002). Response: The Complete Guide to Profitable Direct Marketing. New York: Oxford University Press.
• Johns, M. (2001, May). Frontiers in Diagnostics. World and I, 16, 132.
• Meyers, H. M. & Gerstman, R. (Eds.). (2001). Branding @ the Digital Age. New York: Palgrave.
• Michman, R. D., Mazze, E. M., & Greco, A. J. (2003). Lifestyle Marketing: Reaching the New American Consumer. Westport, CT: Praeger.

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