Wake Forest University Baptist Medical Center, Medical Center Boulevard, Winston-Salem, NC 27157, USA.
J Vasc Interv Radiol. 2011 Sep;22(9):1236-1239.e1. doi: 10.1016/j.jvir.2011.06.005. Epub 2011 Jul 20.
To assess the impact of various marketing techniques on the referral pattern for uterine fibroid embolization (UFE) at an academic interventional radiology practice over a 1-year period.
All referrals to the interventional radiology clinic for UFE from January 1, 2009, to December 31, 2009, were retrospectively reviewed. A standard intake sheet was completed by the interventional clinic secretary at the time of initial patient contact that included the source of the referral (radio, television, newspaper, mailing, Internet, physician, friend, other). All patients who proceeded to consultation were seen in the interventional radiology clinic by attending interventional radiologists in a university-based academic center. The referral pattern was analyzed with respect to the number of patients who contacted the clinic, the number of actual clinic visits, the number of magnetic resonance (MR) imaging examinations performed before and after the procedure, the total number of embolization cases performed, and the subsequent downstream revenue.
During the 1-year period, 344 patients contacted the interventional radiology clinic regarding UFE resulting in 171 consultations and 100 pelvic MR imaging examinations performed before the procedure. Sixty-two patients proceeded to UFE, and 32 patients underwent follow-up pelvic MR imaging. These results show a significant increase from eight cases the previous year and are presumably attributable almost entirely to the directed marketing campaign. The marketing initiative consisted primarily of print and radio advertisements, with the latter being the most effective. The total advertising cost for the year was approximately $24,706, of which $20,520 was for radio advertisements. The radio advertisements generated 69% (237 of 344) of the referrals and 69% (43 of 62) of the UFE procedures. Using Medicare reimbursement rates, the radio advertisements generated $281,994 in UFE technical fees and $50,329 in MR imaging technical fees.
Direct patient marketing techniques can promote significant growth for a fibroid embolization practice. In our market, radio advertisements proved to be the most cost-effective strategy.
在一个学术介入放射学实践中，评估在一年期间各种营销技术对子宫纤维瘤栓塞术（UFE）转诊模式的影响。
回顾 2009 年 1 月 1 日至 12 月 31 日期间介入放射科诊所 UFE 的所有转诊情况。介入诊所秘书在与患者首次接触时填写了标准的入组表，其中包括转诊来源（广播、电视、报纸、邮寄、互联网、医生、朋友、其他）。所有继续接受咨询的患者均在大学附属医院的介入放射科诊所由主治介入放射科医生进行诊治。根据联系诊所的患者人数、实际就诊次数、治疗前后进行的磁共振成像（MR）检查次数、进行的栓塞术总数以及后续下游收入，分析转诊模式。
在一年期间，有 344 名患者联系介入放射科诊所咨询 UFE，导致 171 次就诊和 100 次盆腔 MR 成像检查。62 名患者接受了 UFE，32 名患者进行了盆腔 MR 成像随访。这些结果显示比前一年显著增加，几乎完全归因于定向营销活动。营销活动主要包括印刷和广播广告，后者最有效。该年的总广告费用约为 24706 美元，其中广播广告费用为 20520 美元。广播广告带来了 69%（344 名中的 237 名）的转诊患者和 69%（62 例中的 43 例）的 UFE 手术。使用医疗保险报销率，广播广告带来了 281994 美元的 UFE 技术费用和 50329 美元的 MR 成像技术费用。
直接针对患者的营销技术可以促进纤维瘤栓塞术实践的显著增长。在我们的市场中，广播广告被证明是最具成本效益的策略。
