Advancing the Business of Radiology
The leading professional organization for radiology business management professionals in any radiology setting.
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Welcome, Leaders!

As a practice leader, you have come to the right place for radiology business professionals who are dedicated to supporting and enhancing their vocation, investing in their career and pursuing higher goals. You have the respect of your physicians to help guide, develop and maintain a practice/department and you strive to advance the profession and improve the business of healthcare.

RBMA is the place to turn for inspiration, resources and practical tools you can’t find anywhere else.

Leaders
“The RBMA provides critical information through expertise and dedication to the field of radiology business. Being a member of RBMA as an administrator has provided me with the most up to date information and networking opportunities to assist me in performing at the highest level.”

More Resources For Practice Leaders:

Resources For Leaders

Register now for DataMAXX for reliable and immediate data to make the right operational decisions, optimize resources, continuously improve performance and develop a strategy for the future

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Welcome, Radiology Business Managers!

As a manager you have come to the right place for information and resources that will assist you in coding properly and obtaining the best possible reimbursement for your practice.

RBMA connects radiology business managers with resources and practical tools to help you succeed.

Manager
“I have been in the radiology business for 34 years and have seen many changes. One of the best changes is how the RBMA has grown and provides us with the necessary tools that we need in order to help us continue on this rocky road.”

More Resources For Managers:

Conference Audio Recording

Articles

Resources For Managers

DataMAXX

RBMA U

Enroll in RBMA U’s Radiology Business 101 – an overview program covering the basics of radiology business as defined under the RBMA Common Body of Knowledge.

DataMAXX

DataMAXX

RBMA’s innovative new practice analytic solution that takes benchmarking to new levels through the combination of your practice’s information and state-of-the art technology and data query protocols.

 

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Welcome, Coders!

As a coder, you have come to the right place for for information and resources that will assist you in coding properly and obtaining the best possible reimbursement for your practice.

RBMA connects coders with resources and practical tools to help you succeed.

“RBMA membership offerings, either the list serve or conference attendance, has provided up to date trends in coding, payor policy and practice management issues. The topics discussed through the list serve either coding or practice management has helped my practice be proactive.”

More Resources For Practice Coders:

Resources For Coders

Ladies

Prepare for tomorrow. Order your ICD-10-CM Toolkit today.
The IDC-10-CM Toolkit designed by Coding Strategies (CSI) and Radiology Business Management Association (RBMA) gives the busy radiology administrator all of the tools needed to prepare the practice for the implementation of ICD-10.

Libman Education
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Welcome, Marketers!

As a marketer, you have come to the right place for information on the state of imaging today and how to effectively market your radiology practice by incorporating tools and strategies including social media and today’s technological innovations.

RBMA is the place to turn for inspiration, resources and practical tools you can’t find anywhere else.

“The RBMA Marketing Conference is a great way to network with colleagues from around the country to gain different ideas and perspectives without the threat of direct competition.”

More Resources For Practice Marketers:

Order your Marketing Toolkit today.

A toolkit designed specifically for radiology marketing, includes samples forms and ideas.

Click here to preview Table of Contents.

Resources For Marketers

5 Steps to Effective Social Media Measurement
If you’re going to invest time in social media, you need to measure performance, but it can be difficult to identify relevant metrics.

How to Generate Compelling Content Ideas for Your Online Customer or Member Community [Infographic]
Are you looking for content to fulfill your new content marketing strategy, but don’t know where to start? Try these 10 great content ideas – plus a bonus idea – to jump start or breathe new life into your efforts.

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Welcome, Vendors!

As a vendor offering radiology products and services you have come to the right place to find your target audience. RBMA attracts decision-makers with buying power.

RBMA members rely on vendors to keep them informed of new technologies, developments, and products for their practices.

“RBMA provides the foundation for connecting with the right people. We appreciate the opportunity to visit with our existing clients as well as meet new prospective clients.”

More Resources For Practice Vendors:

Resources For Vendors

Start planning your 2017 marketing program with RBMA today! Consider a Global Level Sponsorship. Contact daphne.gawronhski@rbma.org for details.

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Enhance your RBMA presence, increase brand awareness, and solidify your position in the industry through a variety of sponsorship programs

  • BBRMP2015_119_1
  • Sessions

  • Sunday, March 5, 2017

    1-5 p.m.
    Pre-Conference Session
    Operations and Marketing: How to Align Objectives for Successful Business Development Programs 
    Tera Black, MBA, Ronald Bucci, PhD, Gail Schwartz, and Janinne Walker 

    5-7 p.m.
    Rooftop BBQ Dinner Reception

    Monday, March 6, 2017

    8 a.m.-5 p.m.
    Registration Open 

    8-8:30 a.m.
    Continental Breakfast with Exhibitors

    8:15-8:30 a.m.
    Welcome and Announcements

    8:30-9:30 a.m.
    General Session
    Making the Most of Difficult Situations
    Garrison Wynn
    This funny, insightful keynote combines relationship building with motivation and change management to deliver real solutions in uncertain times. Garrison examines the challenges we face and shows how we can laugh at our problems while using them as catalysts for success. This session covers a lot of ground and provides no-cost, easily implemented, research-based solutions that your people can use right away.

    At the conclusion of the session the attendee will be able to:

    • Develop the influence it takes to get buy-in on change
    • Embrace change and help others do the same
    • Stay focused on what works consistently

    9:30-9:45 a.m.
    Break

    9:45 -10:45 a.m.
    Concurrent Sessions

    • New Marketing Roundtable
      Clint McClurg and Maegan Moore

      This session is designed for those new to radiology marketing. The roundtable discussion with experienced marketers will help them understand the primary aspects of their role and of the business of radiology. Experienced marketers will answer questions, lead discussions and facilitate lively dialogue.

      At the conclusion of this session the attendee will be able to:
      • Define the role of marketing in radiology business development
      • Identify nuances in radiology and the impact they have in marketing
      • Describe the purpose of the RBMA Building Better Radiology Marketing Programs seminar and how to maximize the benefit of their attendance
       
    • Using Patient Surveys to Facilitate Business Development in Diagnostic Imaging
      Ed Field

      The challenge of demonstrating the value of ones practice over a competitor has never been as important as it is in today’s dynamic market. We all feel that our service outperforms the market but when challenged we typically have very little data and share only antidotal examples of our value proposition. Let us show you how to build your story with data driven measurements that physicians will understand and appreciate.  We will share strategies to energize and focus your staff on crafting and improving outstanding environment for our customers.

      At the conclusion of this session the attendee will be able to:
      • Define the steps to implementing an action based customer satisfaction program
      • Assess how to make adjustments to their current programs to improve response rates, build staff support and how to drive business with the data
      • Describe how to use the data generated from patient surveys to engage physicians, improve referring physician relationships and build referrals
       
       
    • How to Justify Your Marketing Dollars
      Janinne Walker

      Sometimes it is difficult to measure the return on your marketing investment. This session, designed for both marketing and operational leadership, will help you understand the language, tracking and communication needed to effectively justify your marketing dollars. 

      At the conclusion of the session attendees will be able to:
      • Determine the effectiveness of a marketing campaign
      • Recognize the need for communication with operations professionals
      • Identify key words and phrases that are most effective when attempting to justify your marketing dollars
       

    10:45-11 a.m.
    Break

    11 am -Noon
    Concurrent Sessions

    • Radiology 101: Learn the Basics of Radiology
      Chell Mullis and Liz Signet

      This session is designed for those attendees who are new to radiology marketing. It will explore radiology modalities, acronyms, and the ever-evolving language of radiology and healthcare landscape.

      At the conclusion of the session attendees will be able to:
      • Identify the difference between MRI, CT, Ultrasound, Mammography, Interventional Radiology and Nuclear Medicine
      • Define the frequently used radiology terminology
      • Describe the role of the radiologist and how to effectively communicate radiology marketing goals and concepts to the physician leadership
       
    • Health Care Marketing Landscape - Stark Law, CMP Revisions, and The Assault on Marketing Programs (Repeated 2:15-3:15 p.m.)
      Adrienne Dresevic, Esq. and Clinton Mikel, Esq.

      Marketing in the healthcare industry is highly regulated, and not always straightforward. When the OIG prefaces its policy documents by saying “things that are straightforward and standard in other industries may be illegal in health care”, you know that you are in for a bumpy ride. Continual evolution of existing laws, and continual enforcement actions, means “marketers beware”.

      Veteran health care attorneys will address the government’s focus areas for marketing in the health care arena. Stark, Anti-kickback, transportation, independent contractors, beneficiary inducement (patient benefits and co-pays), and other focus areas will be discussed from a practical, on-the-ground perspective. You will leave educated, and with sample documents that you can incorporate into your operations.

      At the conclusion of the session the attendee will be able to:
      • Define the amount of money they are legally permitted to use for gifts and incentives for referring physician offices
      • Recognize new revisions to the Civil Monetary Penatlies law, and how it affects marketing programs
      • Explain how to address and respond to a Stark violation
      • List the key elements of the Stark law that their entire marketing staff needs to know
       
    • Modern Marketing in the Digital Age
      Sara McFarland

      This session is ideal for those who want to better understand the options available in digital and online marketing, sales and business development: Google Analytics, social media and online advertising are all topics that will be discussed during this session.

      At the conclusion of the session the attendee will be able to:
      • Describe the landscape of digital marketing
      • Define how to utilize google analytics to monitor their web traffic
      • Recognize basic social media platforms and how to use them
       

    Noon-1 p.m.
    Networking Lunch and RBMA Quest Awards People’s Choice Judging 

    1-2 p.m.
    General Session
    Challenges of Marketing Across Generational Lines
    Garrison Wynn
    The extremely informative, entertaining, solutions-based session explored why younger and older people don’t see eye to eye, and what to do about it in the workplace. From pointers on motivating, managing and retaining younger employees to ways of preventing older managers from losing their minds, this research-based program shows it’s possible for baby boomers and Gen X and Y employees to work well together.

    At the conclusion of the session the attendee will be able to:

    • Describe what different generations value
    • Recognize how to influence (market) to different generations
    • Create better collaboration between generations

    2-2:15 p.m.
    Break

    2:15-3:15 p.m.
    Concurrent Sessions

    • Health Care Marketing Landscape - Stark Law, CMP Revisions, and The Assault on Marketing Programs  (repeat of 10:45-11:45 a.m. session)
      Adrienne Dresevic, Esq. and Clinton Mikel, Esq.

      Marketing in the healthcare industry is highly regulated, and not always straightforward. When the OIG prefaces its policy documents by saying “things that are straightforward and standard in other industries may be illegal in health care”, you know that you are in for a bumpy ride. Continual evolution of existing laws, and continual enforcement actions, means “marketers beware”.

      Veteran health care attorneys will address the government’s focus areas for marketing in the health care arena. Stark, Anti-kickback, transportation, independent contractors, beneficiary inducement (patient benefits and co-pays), and other focus areas will be discussed from a practical, on-the-ground perspective. You will leave educated, and with sample documents that you can incorporate into your operations.

      At the conclusion of the session the attendee will be able to:
      • Define the amount of money they are legally permitted to use for gifts and incentives for referring physician offices
      • List the key elements of the Stark and Sunshine laws that their entire marketing staff needs to know
      • Explain how to address and respond to a Stark violation
      • Recognize new revisions to the Civil Monetary Penalties law, and how it affects marketing programs
       
    • The Data Detective: Uncovering Hidden Opportunities and Challenges by Solving the Mystery of Market Share and Referral Data
      Tina Rudisill and Gail Schwartz

      Marketing a practice with few clues about market share and referral trends is like trying to solve a mystery without evidence. This session will help attendees adopt a more savvy approach to data gathering and analysis, reviewing how to obtain market share data without breaking the budget, and how to analyze referral data more rigorously. Equipped with vital new evidence about opportunities and challenges, radiology data detectives can be more confident in their solutions to the mystery of how to make their marketing more successful.

      At the conclusion of the session the attendee will be able to:
      • Analyze referral data more rigorously and economically obtain market share data
      • Leverage insights from analysis of referral and market share data to formulate appropriate business goals
      • Align marketing strategies and tactics with opportunities and challenges revealed by market share and referral data
       
    • Interventional Radiology 101
      Dianne Keen

      This session is ideal for those new to interventional radiology business development. Topics for discussion include common interventional radiology procedures, basic clinic infrastructure and marketing opportunities for referring physicians as well as direct to consumer.

      At the conclusion of the session the attendee will be able to:
      • List the common procedures done in interventional radiology
      • Define basic IR clinic infrastructure and how it relates to a successful IR marketing program
      • Describe the basics of direct-to consumer campaigns and referring physician campaigns
       

    3:15-3:30 p.m.
    Break

    3:30-4:30 p.m.
    Concurrent Sessions

    • Best Apps for Productivity
      Shannon Wilson

      Do you have a favorite free or low cost app that saves you time? Or maybe one that has changed your life? This swap session invites attendees to bring their favorite apps and share them with the group. Get introduced to apps you weren’t aware of and introduce others to some of your own favorite apps!
    • The Deadly Sins of Radiology Marketing
      Tina Rudisill and Gail Schwartz

      Are you a marketing saint or sinner? Chances are, you have been affected by some of the “deadly sins” that hinder radiology practices from maximum marketing success. This interactive, collaborative session will integrate attendee experiences to identify—and understand how to overcome—the deadly sins of radiology marketing, from doctors as creative directors to expecting one person to be a “marketing superhero” performing widely varied functions from referring physician liaison to business analyst to graphic designer.

      At the conclusion of the session the attendee will be able to:
      • Identify the common pitfalls of marketing programs in radiology practices
      • Formulate strategies for overcoming internal cultural barriers that can stand in the way of adopting better marketing practices
      • Develop a fresh, “course-corrected” approach to developing a more successful marketing program that minimizes marketing sins
       
    • Advanced IR Marketing
      Dianne Keen

      For those experienced in IR practice development and marketing, this session will explore new opportunities for growth, updated messaging and tips on how to remain on top of your IR game. Interventional Oncology and Interventional procedures for women will be the starting point for this discussion on the next level of IR marketing. 

    Tuesday, March 7, 2017

    8 a.m.-3:15 p.m.
    Registration Open 

    8-8:30 a.m.
    Continental Breakfast With Exhibitors

    8:30-9:30 a.m.
    General Session
    The Advisory Board: Imaging Market Update
    Erin Lane
    This session will offer an overview of key current market trends affecting imaging. It will touch on three areas: Imaging volumes and growth opportunities; a regulatory update including analysis of most recent federal policy on site-neutral payments, clinical decision support, the new MACRA law, and payment updates; and role of imaging in a health care environment increasingly shaped by the trends toward population health and consumerism.

    At the conclusion of the session attendees will be able to:

    • List the implications of key reimbursement and regulatory changes for imaging programs
    • Define major growth and development opportunities for imaging over the next five years
    • Recognize the role of imaging in two major health care trends: the shift to population health and consumerism

    9:30-9:45 a.m.
    Break

    9:45-10:45 a.m.
    Concurrent Session

    • Creating a Goal Driven Campaign: A Start to Finish Guide for Creating an Effective Marketing Campaign
      Jim Koehler and Maegan Moore

      From conception to tracking, learn how to create a goal driven campaign. From start to finish, this session will give you tips and tools to take back to your practice to immediately implement.

      At the conclusion of the session the attendee will be able to:
      • Develop and execute a marketing campaign
      • Recognize the key components of a successful campaign
      • Define the elements of key collateral materials
       
    • Perfecting the Outpatient Experience
      Erin Lane

      As we move into a health care environment where patients are accountable for costs and shopping before they receive care, elevating patient experience is essential to win new patients and secure loyalty. We will review tactics for helping imaging programs elevate patient convenience, comfort, and loyalty, and discuss what – if anything – has changed.

      At the conclusion of the session the attendee will be able to:
      • Define tactics to ensure imaging staff are well-equipped to offer excellent customer service
      • Recognize how to cater to specific populations to improve patient comfort and convenience
      • Describe strategies to collect and respond to patient feedback to build a loyal customer base
                     
    • Part 1: Embracing Patient Power: Tools and Best Practices to Market Mammography in a World of Patient Driven Healthcare (Sponsored by /uploadedImages/Content/Programs/Meetings/Building_Better_Radiology_Marketing_Programs/Hologic_notag_RGB.jpg )
      Melissa Banks, Shayna Hackett, and Katie Robbins

      In the ever changing healthcare environment, one thing is certain, patients have more power than ever before when it comes to their healthcare decisions. Leveraging mammography and your other women's health offerings can help you reach your current and potential patient base. Discover how you can leverage what Hologic has done to educate patients and referring physicians. Explore the tools we have created to help you in reaching your patients - including our partnership with nine-time Grammy award winner and breast cancer survivor Sheryl Crow. 


       

    10:45-11 a.m.
    Break

    11 a.m.-Noon
    Concurrent Session

    • Claiming Your Seat at the Table
      Janinne Walker

      As marketing and sales professionals, you often have first hand knowledge of your place in the market.  You get updates and new information before much of the practice leadership.  Your position and your role are valuable assets to your group.  Learn how to position yourself for a seat at the executive table.

      At the conclusion of the session the attendee will be able to:
      • List key elements of a successful conversation with executives
      • Determine how their position in marketing fits in to the overall operation of their practice
      • Explain the significance of their role in relation the executives
       
    • Understanding Your Landscape and How to Identify and Maintain Valuable Relationships
      David Howard

      In order to succeed in radiology marketing and business development, it is vital that you understand your market – your competition, your allies, your partners and your referring community.

      At the conclusion of the session the attendee will be able to:
      • Obtain key tools in learning to recognize opportunities in your market
      • Assess your competition and their offerings
      • Define how to develop and nurture valuable relationships
       
    • Part 2: Embracing Patient Power: Tools and Best Practices to Market Mammography in a World of Patient Driven Healthcare (Sponsored by /uploadedImages/Content/Programs/Meetings/Building_Better_Radiology_Marketing_Programs/Hologic_notag_RGB.jpg )
      Melissa Banks and Shayna Hackett

      In the ever changing healthcare environment, one thing is certain, patients have more power than ever before when it comes to their healthcare decisions. Leveraging mammography and your other women's health offerings can help you reach your current and potential patient base. Discover how you can leverage what Hologic has done to educate patients and referring physicians. Explore the tools we have created to help you in reaching your patients - including our partnership with nine-time Grammy award winner and breast cancer survivor Sheryl Crow. 
     

    Noon -1 p.m.
    Networking Lunch With Quest Awards

    1-2 p.m.
    Concurrent Sessions

    • The Sales Toolkit: Does Your Sales Team Have the Tools They Need to Drive Referrals?
      Bev Miller

      Whether you manage a Sales Team of five or more, or you are going it alone as a one person Sales “Team” the demands of the day are often overwhelming.  We often don’t stop to think about getting set up with the right tools so that we can do our job efficiently.  Learn from a successful Sales Director about the tools that you need to drive referrals and keep your Sales Team happy and motivated.  Discover best practices for CRM, sales training, pre-call planning, and data analysis.  Take home ideas that you can implement right away to build business and ensure success.

      At the conclusion of the session the attendee will be able to:
      • Evaluate your own sales culture and the tools that you are currently using
      • Define best practices to choose and use a CRM
      • Identify ways to make pre-call planning easier
       
    • Internal Challenges
      Shannon Wilson

      Everyone faces internal challenges that could impede our success.  Learn how to recognize challenges and learn simple steps to work around them or how to face it head on.

      At the conclusion of the session the attendee will be able to:
      • Identify and evaluate challenges or obstacles to success
      • List practical tips for addressing and resolving obstacles
      • Recognize how to address concerns with physician leadership for successful resolution
       
    • Building a Marketing Team
      Katie Robbins

      When is it time to increase your marketing team? Are you constantly stressed? Does the thought of an extra team member make you sleep better at night? This session will give you tips to grow your team.

      At the conclusion of the session the attendee will be able to:
      • Identify the infrastructure needed to grow your marketing department
      • Develop a marketing department budget and salary guide
      • Identify the position types and personality types best suited for their roles
       

    2-2:15 p.m.
    Break

    2:15-3:15 p.m.
    General Session
    Our Favorite Things 
    Mary Christensen, Jennifer Crump-Bertram, Daphne Gawronski, and Maegan Moore 

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