Affiliates in Imaging Radiology Practice Physician Relations

Affiliates in Imaging is a radiology group that contracts with area hospitals and medical centers serving San Francisco and the Bay Area, specializing in both diagnostic imaging and interventional radiology. They implemented some positive changes as well as some new services in order to improve the group’s image among its hospital partners. Armada was hired to help communicate these changes to hospital physicians in a communications program—the effectiveness of which would be evaluated in the annual survey of hospital physicians.

Armada planned a six month campaign of frequent and dynamic communication with hospital physicians and their office staff. It consisted of a series of letters, brochures and newsletters designed to effectively position Affiliates in Imaging as a quality radiology group that worked competently for referring physicians, was accessible to them and their patients and was proactively working to add new services to meet the growing needs of their practices.

Armada’s communication campaign, combined with the positive changes made by the group, had an extremely positive impact on Affiliates’ image among hospital physicians. The group’s favorability rating increased by more than 25 percentage points, helping to solidify their status as the radiology team of choice, while effectively communicating their new professional services and capabilities.

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