Private equity acquisitions and consolidation are eliminating radiologist-owned outpatient imaging centers. But such practices can maintain autonomy and compete in the changing healthcare environment by offering better customer service.
That’s what radiologists with two outpatient imaging providers argued in an April 21 JACR opinion piece. They added that the transition toward value-based care models only underscores the need to become more accurate, safe and efficient. In other words, rads must prove their value to patients, health systems, referring providers and imaging center ownership.
“As an outpatient imaging center clinical leader, both patients and employees are looking to you for guidance,” the pair added. “The habit of excellence will inspire others and raise the bar of quality in an iterative process.”
Ivan DeQuesada, MD, of Radiology Associates of North Texas, and Andrew K. Moriarty, MD, vice president of Clinical Operations and Quality Chair at Advanced Radiology Services, offered up six tips to achieve these goals.
1. Listen to customers: Going beyond expectations can impress, the authors noted. Rads can provide specificity in their reports that a lesser competitor may not. This may include prior exam comparisons and measurements to guide decision-making. Some patients may even ask to see their images and rads should offer to review them, when appropriate. Requests may vary, but clear conversations with customers are always key.
2. Answer the phone: Everyone knows the frustrations of navigating automated systems or waiting on hold. Imaging centers should never miss a call because they’re too busy, the pair argued. Reading room assistants can help triage calls and rads should always remain available to talk with referring offices and patients. Offering personal numbers to referrers can bolster care and build relationships.
3. Never make empty promises: Providing 24/7 subspecialty coverage is challenging. Radiologists should be honest with patients and referrers if an exam can’t be completed on time. Doing so builds trust and reliability.
4. Resolve complaints: Customer complaints are usually valuable for remedying a problem, the editorialists explained. Discuss solutions as a team and then improve processes so problems don’t happen again.
5. Train people: Every staff member has a role in top-tier customer service. Radiologists should be explaining medical terms, imaging science and technology, and setting a good example, the pair wrote. Training staff to review important information ahead of time can reduce errors and, as they learn, members will improve their customer service.
6. Do the right thing: Leading by example can satisfy ethical, moral and spiritual career needs, the editorialists explained. It may also enhance personal wellness and prevent burnout.
“We are lucky that our work makes an important, valuable societal contribution by making a difference in people’s lives,” DeQuesada and Moriarty concluded. “Always do the right thing; a habit of excellence is an end in itself.
Read the entire piece in the Journal of the American College of Radiology here.
Matt joined Chicago’s TriMed team in 2018 covering all areas of health imaging after two years reporting on the hospital field. He holds a bachelor’s in English from UIC, and enjoys a good cup of coffee and an interesting documentary.