1. 1
UMHS Masters Series
Marketing Off-site
Services
Department of Radiology
Damon E. Lively
Administrative Supervisor - Radiology

2. 2
UMHSMastersSeries
Background
• Data from Advisory Board Company 2007
(2007 Study among 39 institutions):
– Radiology ranks 1st in outpatient services of hospitals at
an average of 37% total profit share.
– 58% of the hospitals do not market outpatient Radiology
services. Only 14% have any sort of dedicated plan.
• UMHS Radiology has seen aggressive expansion
projects:
– 38 million in FY’09. An estimated 20 million budgeted in
FY ’10 and 11.8 million in FY’11.
• Difficult Economics:
– Locally there is increased competition for limited
healthcare consumers.
• Health System Strategic Marketing Effort:
– UMHS leadership focused on promotion of health system
as a whole, and limited marketing efforts for individual
services.

3. 3
UMHSMastersSeries
Current Situation
• Offsite Utilization FY’ 10
– CT (Key Performer)
• East Ann Arbor Average = 83% utilization
• Canton Average = 62% utilization
• Livonia (Opened Jan 10) average = 21% utilization
– Breast Imaging
• Seeing decreased activity at off-sites. Reflecting in part from
a USPSTF recommendation on health screenings, as well as
current economics.
– Ultrasound
• Wait Times are down on average of 1.5 days across all
off-sites (compared wait times in Jan-March 09 with Jan-
March 10).
– Bone Densitometry
• Inconsistent filling appointment times at EAA and Livonia.

4. 4
UMHSMastersSeries
Impacted Performers
• University Health Systems
– Marketing select services can positively
impact other areas of UMHS services as
a whole.
• Department of Radiology
– Divisional Services (i.e. CT, MR, etc)
• Promotes increased activity.
– Call Center
– Radiology HR
• Employee and Faculty Recruitment.
• Patient / Consumer Awareness
– Promotes understanding (i.e. available
services, locations, preparation for
appointment, etc).

5. 5
UMHSMastersSeries
Analysis
– Question 1: Why hasn’t a comprehensive marketing plan been
developed in Radiology before?
– Answer: The health system has a PRMC department which is
presumed responsible and better equipped with resources for these
types of initiatives. Budgeting and capital resources for these types
of projects can present constraints at the department level.
– Question 2: Is there a need to develop a Marketing Plan?
– Answer: Yes. Based on data for activity levels at the off-sites and
department goals / objectives.
– Question 3: What have we learned from current means of
promoting services?
– Answer: It is inconsistent. Relies too much on word of mouth.
– Question 4: Is there innovative and cost effective approaches
to departmentalizing approaches to marketing?
– Answer: Yes. Creative approaches to videos through FLIP phones
($150 - $300 investment). Outsourcing of media development can
range from $2000 – $5000.
– Question 5: Do we have buy-in from our internal
stakeholders?
– Answer: TBD.

6. 6
UMHSMastersSeries
Goals and Strategic Alignment
• Marketing our off-sites aligns
with our goal to increase use of
services at off-site locations and
increase inpatient throughput
and access at UH.
• Marketing UMHS Radiology
Services further promotes the
ability to sustain destination
programs and national
recruiting.

7. 7
UMHSMastersSeries
Recommendations
• Opportunity with new UMHS web page to incorporate
enhanced techniques on marketing, videos, and
patient prep information:
– http://www.med.umich.edu/prmc/uofmhealth/index.html
– http://www.umresearchgrowth.org/gallery.html
• Utilize innovative and cost effective options at our
fingertips:
– http://animoto.com/play/cDhUlcA8OPnl725r01UcWg?utm_ca
mpaign=animoto&utm_content=main_link&utm_source=shar
e&utm_medium=email

8. 8
UMHSMastersSeries
Plan
• Present plan to department Chief Administrator and
Associate Chair.
• Create a project team.
• Outline funding sources (i.e. is there opportunity
through FIGS or other grants - or does Radiology
incorporate into budget?).
• Develop strategy and outline objectives.
• Create marketing tools.
• Track and monitor marketing impact through key
metrics.
• Solicit feedback.

9. 9
UMHSMastersSeries
Follow Up
• Evaluate customer feedback.
• Realign initiatives and
marketing strategies through
metrics on activity (statistical
reports) and based on future
expansion and investments.
• Report back to internal
stakeholders.

10. 10
UMHS Masters Series
Questions