Lexa Frank James
Wharton School, University of Pennsylvania, Philadelphia, PA 19104-6371, USA.
J Am Coll Radiol. 2007 Feb;4(2):119-24. doi: 10.1016/j.jacr.2006.08.002.
Radiology practices in the United States are facing mounting competitive challenges in many metropolitan areas. This competition is multifaceted and includes other traditional diagnostic imagers. However, the most severe pressures are from new entrants, such as primary and specialty physicians outside of radiology. The business science of marketing provides a set of solutions to help you fight back against this onslaught. In particular, advanced marketing techniques offer compelling strengths for raising awareness of the unique nature of our specialty among both the lay population and primary referrers. Applications of advanced marketing can be used to simultaneously hold and expand your turf. Relying on smarts rather than dollars, they also help overcome the fears that many radiology practices have about the high costs of traditional broadcasting.
美国的放射科业务在许多大都市地区正面临着日益严峻的竞争挑战。这种竞争是多方面的，包括其他传统诊断成像机构。然而，最严峻的压力来自新进入者，比如放射科以外的初级和专科医生。营销商业科学提供了一系列解决方案，以帮助你反击这种冲击。特别是，先进的营销技巧具有强大优势，能提高我们这个专业在普通大众和主要转诊医生中的独特性质的认知度。先进营销的应用可用于同时守住并扩大你的地盘。依靠智慧而非金钱，它们还有助于克服许多放射科业务对传统宣传高成本的担忧。
