Radiology Marketing Certificate Program Online Courses

These courses are part of the RBMA U Radiology Business 101 Marketing Series. To receive the marketing certificate, you must complete each course listed below, participate in a 30-minute Q&A with course facilitators, attend the 2020 SPARK Conference, and attend a full-day workshop  at the 2020 SPARK Conference to complete an on-site team project. 

1. Marketing 101: An Overview of Marketing Concepts
After the completion of this course, the student will be able to:

  • Describe how well-thought-out marketing goals, objectives and tactics within the framework of a business plan help to achieve the strategic direction of a radiology organization.
  • Apply marketing research, market trends, demographics and economic influences on marketing and business development for radiology services.
  • Identify and distinguish the customer base for radiology services (patients, referring physicians, office staff, payors, hospital partners, patients, and the community).
  • Describe the key elements of a marketing and communications plan.
  • Recognize the importance of evaluation tools and metrics for evaluating the effectiveness and ROI of implemented marketing plans and strategies.

2. Creating an Effective Marketing Plan
After the completion of this course, the student will be able to:

  • Utilize SWOT analysis, market analytics, business intelligence and similar tools to create a marketing plan.
  • Recognize the necessary personnel, staff and other resources including budgetary resources required to support a marketing plan.
  • Describe the role of payor contracting and pricing strategies in the marketing process.
  • Give examples of referring physician and staff marketing and sales strategies. 
  • Identify methods for reaching consumers and patients; advertising, media relations, special events, educational materials, and programs.

Demonstrate the role of internal marketing, including staff education, about practice goals, products, and services as a critical element of a successful marketing plan.

3. Differentiation in Radiology Marketing
After the completion of this course, the student will be able to:

  • Recognize the role of competitive image and branding strategy in radiology marketing.
  • Describe how message and positioning approaches improve marketing effectiveness.
  • Apply differentiation tactics to the promotion of radiology sites, services, providers and procedures.
  • Identify methods for reaching consumers and patients; advertising, media relations, special events, educational materials, and programs.
  • Discover how a web presence and use of social media aids in the marketing process, including processes for updates and tracking users


4. Regulatory Concerns in Radiology Marketing

After the completion of this course, the student will be able to:

  • Recognize key concepts of Federal regulatory requirements and their applicability to radiology marketing activities.
  • Describe the basis of the Federal stark laws and the anti-kickback statutes. 
  • Distinguish between prohibitions and acceptable marketing practices.
  • Explain possible penalties associated with violations of regulatory requirements and Federal statutes. 


5. Marketing the Hospital-Based Practice

After the completion of this course, the student will be able to:

  • Describe the key customer base and constituency of the hospital-based radiology practice.
  • Distinguish between marketing strategies and tactics that are applicable in a hospital environment as opposed to a freestanding outpatient-imaging environment.
  • Identify the role of radiologists in business development and practice marketing opportunities.
  • Evaluates new business opportunities and formulates recommendations for marketing strategies in the hospital-based practice.

6. Quality and Customer Satisfaction in Radiology
After the completion of this course, the student will be able to:

  • Comprehend the importance of quality and customer satisfaction in the provision of radiology services.
  • Explain how quality and customer satisfaction impacts the business aspects of radiology.
  • Summarize the role of PQRS in radiology reporting.
  • Develop surveys to measure service, quality and customer base satisfaction.
  • Demonstrate how quality and customer satisfaction activities aid in business development.

7. Conquering the Digital Media Frontier
After the completion of this course, the student will be able to:

  • Assess various digital marketing (SEO/PPC/Paid Social etc.) platforms.
  • Develop digital marketing strategies and evaluate reports to determine ROI
  • Bring new ideas to the table with regards to digital marketing.
  • Apply best practices in online reputation management and digital marketing.
  • Build a digital marketing plan for your practice/organization.