Radiology Renovation: How to Make Your Practice Appeal to Patients (and Referrers), Steve Forthuber

RADIOLOGY RENOVATIONHow to Make Your Practice Appeal

to Patients and Referrers

Steve Forthuber, Executive Vice President,Chief Operating Officer - East Region

RADIOLOGY RENOVATION

With respect to the definition of business purpose and business mission, there is only one such focus, one starting point. It is the customer. The customer defines the business... For this reason alone, any serious attempt to state “what our business is” must start with the customer’s realities, his situation, his behavior, his expectations and his values.

-Peter Drucker

RADIOLOGY RENOVATION

Who is the customer?

• Patients

• Referring Offices

• Payors

RADIOLOGY RENOVATION

Perceived Homogeneity of Imaging ServicesPotential for Differentiation: 8 of 10 people surveyed perceived little or no differences among imaging centers.

19%

72%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Significant differences Minor differences No differences

RADIOLOGY RENOVATION

How to Differentiate?

• Service, service, service!• Keep focus on the customer’s perspective

• Think “How can we”

RADIOLOGY RENOVATION

Office ManagerPrimary care front-office staff members drive decisions on approximately $840K of gross revenue. If we can do three common things, uncommonly well, we will capture more business.

• Make scheduling convenient

• Eliminate insurance and pre-authorization confusion

• Provide flexible business hours

Diagnostic Imaging with a different point-of-view…

YOURS.

RADIOLOGY RENOVATION

Primary Care Physicians

• Exceed expectations on acute cases

• Radiologist be a clinical consultant

• Be accessible to triage

• Recommend the most appropriateexams

• Do not hedge on results

Diagnostic Imaging with a different point-of-view…

YOURS.

RADIOLOGY RENOVATION

Specialists

• Provide a quality image with immediate access

• Be available for a second opinion

• Don’t hedge

• Direct consultation on complex cases

• Continuity of radiologists and access to comparison films

• More demanding than a PCP

Diagnostic Imaging with a different point-of-view…

YOURS.

RADIOLOGY RENOVATION

Patients

• Eliminate the wait

• Make scheduling and registration convenient – minimize redundancies• Provide convenient hours

Diagnostic precision and conveniencemake the most difference.

Diagnostic Imaging with a different point-of-view…

YOURS.

RADIOLOGY RENOVATION

Payors

• Utilization

• Access

• CostDiagnostic Imaging with a different point-of-view…

YOURS.

RADIOLOGY RENOVATION

Metrics

• You can’t manage what you don’t measure

• Proper focus

• Leadership

• Continual learning

• Every error is an opportunity

• Must be “actionable”

• Real-time dashboards

RADIOLOGY RENOVATION

Feedback and Knowledge

• Seek

• Listen

• Learn

• Consistency with flexibility

• Segment customers

RADIOLOGY RENOVATION

Clinical Excellence: “Good Medicine is good business”

• Quality image- Right people- Right equipment- Right work-flow

• Peer review

• Quality assurance

• Access

• Environment

RADIOLOGY RENOVATION

Customer Service

•Right people

•Training

•Feedback

•Leading indicators

RADIOLOGY RENOVATION

Convenience

• Easy to schedule- Balance of information- Call abandonment- Time to answer

• Patient wait time

• Right procedure and right information

• Cancellation, no-shows and aborts

RADIOLOGY RENOVATION

Access

• Location and modalities

• Participation status

• Backlogs

• Hours of operation

• Distribution of data- Portals- EMR- HIE

RADIOLOGY RENOVATION

In Closing

Focus on adding value to all customers, and to differentiating your center through exceptional service.

Good luck and thank you for your time!

RADIOLOGY RENOVATION

Live Q&A SessionSteve ForthuberExecutive Vice President, Chief Operating OfficerEast Region – RadNet, [email protected]

Mary TierneyVP, Chief Content Officer, Health [email protected]

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