Welcome to Echelon Oval - Hitachi Healthcare · Echelon Oval Advantages 1. 74 cm oval bore provides...

109
Thank you for purchasing a Hitachi Echelon Oval 1.5T 74 cm bore MR system. With Echelon Oval, you now possess an ideal balance between patient-friendly design and advanced performance. In today’s competitive health care environment, market communications and public relations take an increasingly important role in establishing a successful imaging facility. In this marketing planner, we have assembled materials to aid in effective marketing and publicizing your new Echelon Oval to the community, referring physicians and patients. Our guidelines are designed to help you achieve the best possible marketing results. We hope you will find this planner easy to use and helpful in promoting your new Echelon Oval MR system. Sincerely, Your Hitachi Marketing Team Welcome to Echelon Oval

Transcript of Welcome to Echelon Oval - Hitachi Healthcare · Echelon Oval Advantages 1. 74 cm oval bore provides...

  • Thank you for purchasing a Hitachi Echelon Oval 1.5T 74 cm bore MR system. With Echelon Oval, you now possess an ideal balance between patient-friendly design and advanced performance.

    In today’s competitive health care environment, market communications and public relations take an increasingly important role in establishing a successful imaging facility. In this marketing planner, we have assembled materials to aid in effective marketing and publicizing your new Echelon Oval to the community, referring physicians and patients. Our guidelines are designed to help you achieve the best possible marketing results.

    We hope you will find this planner easy to use and helpful in promoting your new Echelon Oval MR system.

    Sincerely,

    Your Hitachi Marketing Team

    Welcome to Echelon Oval

  • Today, marketing communications and public relations are instrumental in establishing a successful MRI department or facility. Hitachi has developed the Echelon Oval Marketing Guide to provide you with marketing tools that will make it easy to promote your Echelon Oval system to your local community, referring physicians and patients.

    The Echelon Oval Marketing Guide includes an educational component to further your understanding of medical imaging marketing, MRI and physicians relationship building. Hitachi has prepared professionally designed brochures you can order and have them customized for your facility at a nominal cost. Samples of these can be found within this Marketing Guide. You can also adapt the materials within this planner to whatever forms of communication you choose, such as direct mailings to referring physicians, promotional literature and brochures.

    You can also find replacement Marketing Guide materials, a high-resolution photo gallery, and an E-store for ordering marketing materials, at our exclusive Customer Web site, www.hitachimed.com. Log into the Customer Login Box using your site number as both Username and Password.

    If you have any questions, or we can assist you in any way, please contact Customer Marketing at 800.800.3106 or e-mail us at [email protected].

    ContentsOverview of Diagnostic ImagingWhat is MRI?Echelon Oval AdvantagesBusiness and Marketing PlanMarketing and PromotiomReferral MarketingHMSA Prepared CopyAdditional Support

    Introduction

  • Diagnostic imaging has and will continue to play a vital role in the healthcare space. Although the healthcare space is changing, with a much greater focus being placed on providing higher quality care at a lower cost, the use of diagnostic imaging as a diagnostic tool will continue to grow, but modestly. An increasingly aging population coupled with healthcare coverage expansion will contribute to this growth, however, new payment models and utilization controls, such as preauthorization, will have a tempering effect on this growth.

    These market forces playing out simultaneously are anticipated to result in a modest and conservative outlook for future imaging demand. Depicted below is the 2012 procedure distribution, broken down by modality as well as the latest demand forecast.

    Diagnostic Imaging Overview • Diagnostic Imaging • X-ray • Ultrasound • Computed Tomography (CT) • Position Emission Tomography (PET)

    Overview of Diagnostic Imaging

    Source: The Advisory Board Company Outpatient Imaging Market Estimator 2013

    X-Ray 48%

    Ultrasound18%

    CT14%

    Mammography8%

    MRI7%

    Nuclear4%

    PET1%

    Distribution of Imaging Procedures

  • All modalities have their strengths and limitations but all are a valuable tool in the diagnosis of disease.

    5/10 Year Outlooks Suggest Modest Imaging Growth

    2012-2017

    2012-2022

    X-ray Mammography CT MRI PET Nuclear Ultrasound

    5%7% 6%

    10%

    22%

    3%

    14%

    Overview of Diagnostic Imaging

    9%

    20%16%

    19%

    52%

    10%

    30%

  • How it works –The image, or a x-ray film, is pro-duced when a radiation passes through the body to expose sensitive film on the other side

    • The ability of x-rays to penetrate tissues and bones depends on the tissue’s composition and mass

    • The difference between these two elements creates the images

    How it is used –•Low cost modality for general diag-nostic imaging that is readily acces-sible and widely tolerated by patients

    • Used as a first choice for most bone evaluations and study of lungs and bowel

    • The chest x-ray is the most com-mon radiologic examination.

    • Contrast agents, such as barium, can be swallowed to highlight the esophagus, stomach, and intestine and are used to help visualize an organ

    X-ray Overview

  • How it works – • Transmits high-frequency sound pulses using a probe

    • Sound waves travel into the body and hit a boundary between tissues

    • Some of the sound waves are reflected back, while some travel on until they reach another boundary

    • Reflected waves are picked up by the probe and relayed to the machine

    • Distance calculations from the probe to the tissue and the time of the each echo’s return are performed

    • The distances are displayed as intensities of the echoes on the screen, forming a two dimensional image

    How it is used -• Low cost modality for general diagnostic imaging that is readily accessible and widely tolerated by patients

    • Used as a first choice for obstetric and vascular evaluations

    • No ionizing radiation makes it ideal for imaging the fetus during pregnancy

    • Provides real time information for obstetric and vascular diagnosis

    Ultrasound Overview

  • How it works –• The CT scanner is a rotating frame which has an x-ray tube mounted on one side and a detector mounted on the opposite side

    • Acquisitions are in the axial plane

    • A fan beam of x-ray is created as the rotating frame spins the x-ray tube and detector around the patient

    • Each time the x-ray tube and detector make a 360° rotation, “slices” have been acquired

    • This “slice” is collimated (focused) to a thickness between 0.4 mm and 10 mm using lead shutters in front of the x-ray tube and x-ray detector

    How it is used –• High image quality generally with high spatial resolution but limited contrast resolution

    • Quick for trauma imaging

    • Higher dose of radiation compared to conventional x-ray

    • Market Trends: More slices for advanced applications

    Computed Tomography (CT) Overview

  • How it works –• Patient injected with positron emitting radio-pharmaceutical (FDG) Glucose tagged to 18F (Flourine)

    • Camera records event pair “coincidence” (radiation or photons emitted by a positron colliding with electron)

    • Detectors are placed around the gantry

    • Most event pairs occur where glucose is concentrated i.e.. Tumor for growth

    • Utilizes positron emitters labeled with glucose to evaluate abnormal tumor metabolism

    How it is used –• Advanced type of Nuclear Medicine with indications for reimbursement continuing to expand:

    • Oncology- Lung, Melanoma, Colorectal, Head &Neck, Esophageal, Breast, Lymphoma

    • Cardiology- Myocardial Viability, Myocardial Perfusion

    Position Emission Tomography (PET) Overview

  • Magnetic Resonance Imaging is a diagnostic procedure that uses a powerful magnet and radio waves to produce detailed images of the body’s organs and structures, without the use of X-rays or other radiation.

    Overview of MRI • How MRI Works • MRI Clinical Benefits • MR vs. Other Modalities • Common Questions -- MRI vs. CT?

    What is MRI?

  • Patient is placed in a powerful magnetic field.

    Magnetic field causes hydrogen atoms (protons) to align with the N and S pole of the magnet.

    Protons wobble around its axis (similar to a top spinning) at a specific speed or frequency.

    Brief bursts of RF pulses flip the protons away form the magnetic poles.

    Gradient magnetic fields are introduced to encode the signal.

    A coil placed around the patient detects the signal from the protons.

    A computer reconstructs signals to calculate an image that is based on the strength of signal produced by different tissue.

    Tissues that contain little or no hydrogen appear black. Tissues contain large amounts of hydrogen produce a bright image.

    How MRI Works

    3. A radio frequency coil picks up the signal and transmits it to the computer.

    2. Radio frequency waves are absorbed by the protons and then emitted as a signal.

    1. The magnetic field is used to align hydrogen protons in the body.

    4. The computer processes the data and an image is generated.

  • How it is used –• Diagnostic procedure that uses a powerful magnet and radio waves to produce detailed images of the body’s organs and structures, without the use of X-rays or other radiation

    • Sensitivity to soft tissue, providing the highest contrast resolution and the ability to image any plane (axial, sagittal, coronal)

    • Enables high quality diagnostic information for every region of the body.

    • Acquires both anatomical and functional information

    MRI Clinical Benefits

    Transverse/axial Coronal Sagittal

    T1 Weighted PD Weighted T2 Weighted

  • Minimally Invasive

    Ionizing Radiation

    High Spatial Resolution

    High Contrast Resolution

    Ability to image on any

    plane

    MRI Yes No Yes Yes Yes

    CT Yes Yes Yes No No

    US

    Minimal to moderate

    depending on exam

    No No No Yes

    PET Yes Yes No No No

    X-ray

    Minimal to moderate

    depending on exam

    Yes Limited No No

    MR vs. Other Modalities

    X-ray US CT PET MRI

  • MRI Superior to CT MRI Equal to CTHead Cervical Spine Nasopharyngeal carcinomaAcoustic neuroma Bone marrow disease Advanced lumbar discAcute stroke Disc disease Spinal stenosisArachnoid Cyst Osteomyelitis Staging of bladder cancerArnold-Chiari malformation Spinal metastases Abnormalities of the neckArteriovenous malformation SyrinxAtrophy TumorBinswangers disease Salivary gland abnormalities CT Superior to MRICavernous sinus disease Small calcified lesionsCentral pontine-myelinoysis Lumbar Spine Erosion of skull baseCongenital brain damage Bone marrow disease Facial traumaDemyelination-disease Conus tumor Acute hemorrhageEtiology of hydrocephalus Early lumbar disc disease Acute head injuryEvaluation of AIDS patients Impression on the conus Bony abnormalities-degenerativeForamen magnum lesions Osteomyelitis Gallbladder tumorInfection Post surgical scar GE tract pathologyInfiltrating astrocytomas Spinal metastases Lung nodulesMeningeal disease Pancreatic tumorMetastatic disease BodyMovement disorders Hemangioma of liverMultiple sclerosis Congenital heart diseaseMulti-infarct dementia Extent of bone tumorsOlivopontocerebellar degeneration Extent of soft tissue tumorsOptic chiasm disease Leiomyomas & Adenomyosis of the uterus

    Orbital disease Ligament and tendon injuriesPituitary microadenoma Liver metastasesPosterior fossa pathology Mediastinal massesPost traumatic change Staging of endometrial carcinomaProgressive multifocal leucoencephalopathy Staging of prostatic cancerRadiation change Staging of renal neoplasmsScreening of headaches Staging of cervical carcinomaSeizures

    Common Questions - MRI vs. CT?

  • Echelon Oval Advantages

    1. 74 cm oval bore provides the highest level patient accommodation and acceptance at 1.5T for: Claustrophobic patients Obese patients Pediatric patients Elderly patients Infirm patients2. 63cm Patient Table for greater patient accommodations3. HOAST for optimal RF Fat Saturation4. WIT optimized workflow for the technologist and patient5. Wrap around integrated spine coil6. 1.5T imaging and broad clinical capabilities demanded by physicians7. The opportunity to reach your total market potential

    What sets Echelon Oval apart from other MR systems?

  • Echelon Oval: The New Shape of MR

    Echelon Oval’s ultra-wide 74 cm bore delivers maximum patient comfort and workflow with 1.5T imaging capability

    Advanced 1.5T imaging your physicians demand with the comfort your patients prefer

  • High Magnetic Field Uniformity • Static (w/o patient) and Scanning (with patient)

    Benefit to you • RF fat saturation consistency from Small to Large FOV • Support for high performance imaging

    HOAST for Optimal RF Fat Suppression

    Consistent fat suppression - All anatomy

  • Powerful gradient system • 34 mT/m - strength • 150 T/m/sec – slew rate

    Benefits • Excellent Image Quality • High resolution imaging with short scan times • Platform for advanced imaging and support for future applications

    High Resolution and Fast Scanning Together

  • Workflow Integrated Technology (WIT) provides a suite of workflow and patient focused features that help provide the optimal patient experience with high quality.

    • WIT RF Coil System - integrated coil system optimizes workflow and imaging quality while improving patient comfort

    • WIT Monitor - patient information can be reviewed and updated at the console to ensure accuracy and safety

    • WIT Mobile Table - extra wide table (63cm) increase accessibility and comfort for patients of all sizes and conditions

    Workflow Efficiency and Patient Comfort with (WIT)

  • Hitachi’s mastery of patient-focused MR imaging is demonstrated in Echelon Oval. It begins of course with the 74 cm oval bore. The extra width accommodates the extra-wide 63 cm patient friendly table. With a 550 lb weight capacity, Echelon Oval will accommodate a wide range of patients.

    With it’s 280 cm (>9 feet) of longitudinal travel any scan, including brain studies, can be performed in a feet first, low anxiety orientation. This ensures patient compliance and fewer lost scan opportunities.

    • Widest bore (74 cm)• Widest table (63 cm)• Table lowers to 51 cm for easy access• 550 lb. weight limit• Feet first imaging for all exams (>9 feet of

    longitudinal table travel)• Mobile table for non-ambulatory patients• Adjustable in-bore lighting and ventilation• Two-way communication• T/R Body coil for difficult patients• Full range of comfort and positioning pads• Three position retractable arm boards for

    comfort, security and starting patient IV’s

    Patient Comfort

  • RADAR is motion compensation technology available on all coils and in all planes for use in every clinical situation

    RADAR - Motion-free Imaging

    Without RADAR With RADAR

  • • WIT Integrated neuro imaging coils• Multiple coil plug-ins for easy patient management• RADAR for motion free imaging• Large 50cm FOV (all axes)• Fat Suppression – RF Fat saturation, Fast STIR,

    Water Excitation• ADAGE for high SNR and CNR cervical spine imaging• Diffusion Weighted Imaging• And more…

    Neuro Imaging Advantages

  • • Dedicated orthopedic imaging coils• RF Fat Saturation benefits from HOAST and regional

    shimming• Water Excitation sequences for cartilage imaging• RADAR motion free imaging • Heavy T2 weighting (bright fluid) with reduced scan time• MR arthrograms benefit from excellent RF fat suppression• And more…

    Ortho Imaging Advantages

  • • RAPID™ parallel imaging Torso/Abdomen coil for fastest scanning while maintaining excellent SNR

    • RADAR™ free breathing acquisition• RAPID-RADAR for fast free breathing motion compensated imaging• In/Out of phase multi-echo Gradient Echo technique• TIGRE™ for outstanding dynamic liver and breast imaging• Excellent large FOV fat suppression for up to 50 cm single scan• And more…

    Body Imaging Advantages

  • • Echelon Oval breast imaging supports • Evaluation Implant integrity • Pathology detection • MR Guided Biopsy

    • Comfortable 7 Channel Breast coil supports lateral and medial biopsy approaches

    • Analysis tools for wash-in and wash-out graphs• Compatible with CAD software• TIGRE Provides:

    • Exceptional dynamic studies • Excellent spatial resolution • Consistent RF fat saturation

    Breast Imaging Advantages

  • • MRA benefits from 150 T/m/sec slew rate – • Ensures proper imaging time to capture arterial flow

    • VASC™ Non contrast MRA - for patients with renal insufficiency• TRAQ™ - Time resolved MRA • FLUTE™ Fluoro triggering - consistent arterial phase capture• PEAKS™, RPEAKS, TPEAKS: Centric k-space ordering techniques

    ensure easy, consistent capture of the critical arterial phase• And more

    Vascular Imaging Advantages

  • 1.5T MR with the widest bore provides: • High image quality and broad range of clinical capabilities • Highest patient comfort • Satisfied physicians

    The New Shape of MR...

    Comfort + Workflow + Quality = Satisfied physicians and patients

  • Your marketing plan identifies the mostpromising opportunities for your practice.It outlines how to successfully penetrate,capture and maintain desired positions inidentified markets. Consequently, a marketing plan is the foundation on which yourpractice’s other operating plans are built.

    What is a Marketing Plan? • Establish Mission, Scope and Goals • Situation Analysis • Marketing Objectives • Selecting a Marketing Strategy • Formulate Detailed Actions • Schedule and Assignments • Budgets • Using a Control System • Changing Conditions

    Business and Marketing Plan

  • What is a Marketing Plan?

    Your marketing plan identifies the most promising opportunities for your practice. It outlines how to successfully penetrate, capture and maintain desired positions in identified markets.

    Consequently, a marketing plan is the foundation on which your practice’s other operating plans are built. It defines the goals, principles, procedures and methods that determine your practice’s future. It is effective only to the degree that it involves a commitment by all who must contribute to its success and to the degree that it is kept abreast of the ever-changing marketing environment. Planning is a continuous process — not a one-shot activity.

    The marketing plan is also a communications tool which integrates all elements of the marketing mix — sales, advertising, sales promotion, public relations, etc. — into a single comprehensive program for coordinated action at all levels. The plan specifies by product, target market, and region who will do what, where, when and how in order to accomplish the practice’s goals in the most efficient manner.

    A marketing plan should be • Simple – easy to understand • Clear – precise and detailed to avoid confusion • Practical – realistic in application and goal attainment • Flexible – adaptable to change • Complete – covers all significant marketing factors • Workable – identifies responsibilities

    In addition, a marketing plan • Stimulates thinking to make better use of your practice’s resources • Assigns responsibility and work schedules • Coordinates and unifies efforts • Facilitates control and evaluation of results of all activities • Creates awareness of obstacles to overcome • Identifies marketing opportunities • Provides an authentic marketing information source for current and future reference • Facilitates progressive advancement toward your practice’s goals

    Developing Your Marketing Plan

  • The direction for developing a marketing plan is set by your mission, scope and goals. These are established by top management and communicated throughout the practice’s organizations.

    Mission and ScopeMission and scope refer to the nature of the practice’s products, services and activities in terms of its ability to serve its referring physicians and patients. You should answer the basic questions “What business are we in?”, “Where do we want to go?”, and “What markets should we address?”. Also included should be future growth and profit opportunities, guidelines and policies for planning and current and planned levels of resources (materials, skills technologies, pro-ductivity and finances). Use the space below to begin.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    GoalsGoals are specific desired results of the practice’s operating plan. The plan is supported by marketing strategies and by programs with specific objectives. Whenever possible, goals should be defined in quantitative terms so progress toward them can be measured. Define your goals for your practice below.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    1. Establish Your Mission, Scope and Goals

  • A situation analysis provides you with the facts and assumptions on which your plan is based. It does this by answering questions such as • Who are your customers and how do you find them? • What are your customers’ problems, needs and wants? • Where are you now and where do you want to be “X” years from now? • Why do you want to be there? • What problems must be overcome to get there? • Who are your major competitors? What is your assessment of their apparent goals and strategies relative to both referring physicians and patients? Market coverage? Pricing? Service? Communication with their referring physicians and patients? Strengths? Weaknesses?

    When you have answered these questions, you will be in a better position to set your preliminary marketing objectives, or to revise your present ones.

    Assumptions: Report on the economy and political environment (like managed care and reimbursement issues). Identify trends and technical factors. List them below.

    __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    Company Resources: Outline your key personnel, talents, resources, capabilities and techniques.

    _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    2. Situation Analysis

  • Market potentials, forecasts and facts: Acquire quantitative and qualitative information on market size (dollars, referring physicians and patients), growth rate, physician and patient profiles, physician and patient wants, needs and attitudes.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    Market Share: What is your practice’s current share of the total potential market served?

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    Patient Volume History: Analyze patient volume over the last 3-5 years (actual vs. market potential by referring physician specialty or exam types) for growth opportunities.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

  • Current and New Opportunities: Research current and impending procedures or markets that have a high potential of return for your practice. List them below. Identify any resources or investments required to capitalize on the op-portunities.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    Sales, Expense and Profit Forecasts: Based on your information thus far, how might you predict the future in terms of patient volume, exams and profit-investment? Develop specific plans to support your predictions.

    _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

  • After you have defined your goals and a situation analysis has been made, you can now set your objectives. Objectives provide targets for direction and guidance of marketing strategies.

    When setting marketing objectives, test each by asking yourself “Will this objective serve the best interests of the business as a whole?” They should be results-oriented, measurable, attainable, specific, flexible, consistent with each other and challenging.

    Below are examples of specific workable marketing objectives for sample marketing criterion. They are not listed in order of importance. Adapt and expand the list to meet the particular situation of your MR imaging practice or department. Add other categories if you like.

    Volume: Increase the number of referring physicians ____% by December 31, 20__.

    Profitability: Increase overall return on investment by ____% for the next fiscal year.

    Market Share: Increase market share in orthopedics by ____% before December 31, 20__.

    Community Awareness: Increase awareness of imaging center / department among key referring physicians in specific new markets by ____% by December 31, 20__.

    _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    3. Marketing Objectives

  • In its broadest sense, a strategy is a complete plan of exactly how you would make the best use of your resources to achieve your objectives. In marketing, there are so many strategies that including all of them would be impractical. You can, however, narrow the strategic alternatives by considering only those that offer the greatest possibility of success in achieving your objectives. Furthermore, all strategies should be consistent with each other and with the objectives they are intended to implement.

    Brainstorm some strategies for achieving an objective you listed in Section 3. List your ideas below. Evaluate them to determine those that can best satisfy your objectives. Also determine which can be implemented efficiently within your practice’s resources and capabilities and within the limits imposed by potential problems. Finally, determine the strategy or strategies which will best meet your objective. It is important that all of your operating plans and procedures support your selected strategy.

    Hitachi’s marketing team has listed other suggestions for strategies on the following pages. Feel free to adapt any of them to fit your facility’s needs and goals.

    __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    4. Selecting a Marketing Strategy

  • The next step in building your complete marketing plan is to list detailed actions which will enable your practice to follow each strategy. This includes specific courses of action with respect to your objectivism, sales, service, promotion, ad-vertising, pricing, marketing research and new services planning and development.

    _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

    5. Formulate Detailed Actions

  • This section answers the questions of who does what, where, how and when. It is important to clearly establish structure and purpose, lines of authority and specific responsibilities.

    For each planned program or activity, you can convert estimated work-hours and work-weeks into the number of people required to do each job. This figure can be compared with the employees you have available, and questions of manpower losses that may occur during the coming year. Then you can develop appropriate recruiting schedules.

    In staffing your plan, the important thing is to be sure that each activity in the master program schedule is assigned to an individual. Everyone involved in the plan must be instructed in his/her special role in meeting your marketing objectives.

    Use the form below to organize this information and determine the required staffing requirements for your practice.

    6. Schedule and Assignments

    Due Date Date Completed Planning ActivitiesDepartment Responsible

    Person Responsible

    Assistance From

  • Due Date Date Completed Planning ActivitiesDepartment Responsible

    Person Responsible

    Assistance From

    Identify the required resources, costs and risks associated with each of your marketing objectives. Be sure that top management is committed to what it will take to achieve your results.

    7. Budgets

    Program Resources Required Budget ($)

  • A suitable control system is needed to measure performance in achieving the objectives of your marketing plan and to provide effective action to reinforce desired standards of performance. A basic principle of controlling is that you don’t control costs, schedules or standards of performance; you control the people who are responsible for costs, schedules and standards. You do this by making the people in your organization responsible for certain results, and holding them accountable for success or failure with those results.

    Therefore, your control systems must be people-oriented. They should be clear, objective, flexible, economical and easy to use. In addition to detecting deviations before they can cause major problems, the system should indicate corrective action and provide “work-arounds” (alternatives for working around temporary delays and other problem areas).

    The detection and correction of deviations from planned results must be kept within the realm of reason. Extremely precise control systems can also be extremely costly. Too much control can result in unstable swings above and below a desired control point.

    The control process involves three phases: (1) establish standards, (2) measure performance against standards, and (3) correct deviations from standards and plans. Meet regularly to review your progress, and periodically convene to formally assess performance.

    8. Using a Control System

  • Planning is a continuous process. You should think of your marketing plan as a “living document” which requires continuous review and updating. Change is the only constant factor in any business. Economic conditions change, customers’ needs change, people’s attitudes change, technology changes, your company’s goals and plans change, and — most importantly — your competitors change.

    In reality, your plan will become obsolete the day you implement it. To keep abreast of changing conditions, you should review and update the plan at least quarterly, or even more frequently, depending on the changing situation.

    8. Changing Conditions

  • The medical imaging market changes rapidly, and so does your individual market. In order to maintain success you must stay aware of your market conditions. Periodically performing the following analyses can help you stay current:

    SWOT Analysis on your own MRI service • Provides thorough self assessment of your facility’s Strengths, Weaknesses, Opportunities and Threats

    Competitive Analysis • Learning what your competition is doing well and/or poorly can point you towards new opportunities

    Customer Requirement/Expectation Analysis • Your patient will let their physician know about their experience – positive or negative so it is essential you are meeting your patient’s expectations

    Marketing plan needs to match your market situation all the time.

    Re-assess your marketing plan every six months to be certain that you: • Know your facility (strengths/weaknesses) • Know your competition (strengths/weaknesses) • Differentiate your center - New trends • 12 hour report turnaround • Images for referring physicians via the internet • Identify ALL your customers

    Remember in a competitive market customers don’t need you, but you need them.

    On-Going Market Assessment

  • When assessing your competition you should know the following: • Type of Equipment (i.e. 1.5T brand X, approx. 5 years old etc.) • Number of MR systems and other modalities at the facility • Market Niche • Loyal Referrers • How are they marketing • Number of years in the market • Customer Service Components • Hours of Operation • Backlog • Report Turnaround • Location • Managed Care situation

    How to get this information • Ask around – physicians offices, patients etc. • Call them • Visit the facility – you’ll be surprised how receptive they can be to showing off their facility

    Competitive Analysis

  • Target the referral base of facilities with older equipment, long backlog or lower field strength systems

    Chart your competition

    Facility MR System Volume Non-Emergency Backlog

    Imaging Center A Mobile 1.5T GE 85 to 110 3 weeks

    Hospital A1.5T GE0.2T GE

    550-600 8-10 days

    Hospital B 1.5T GE 300 plus 5-7 days

    Hospital C 1.5T Siemens 475 3 weeks

    Hospital D Hitach 0.7 Altaire 275-300 1 week

    Imaging Center C Toshiba Titan 1.5T 150 2-3 days

    Imaging Center D Siemens Espree 200 plus 2 weeks

    Hospital E 1.5T Siemens 200-225 2 weeks

    Imaging Center EPhilips 1.0T Panorama

    Start Up Start Up

  • Identify underserved areas • Consider increasing your marketing efforts in these areas to the public and physicians

    Identify saturated areas • Be aware that competition is fierce in these areas, and look for ways to differentiate your facility

    And know where they are located

    Hospital A

    Hospital B

    Imaging Center A

    Imaging Center B

    Hospital CHospital D

    Imaging Center C

    Imaging Center D

    Hospital E

    Imaging Center E

  • The tools and materials used for marketing imaging services varies from region to region and some cases from imaging facility to imaging facility. Different things work in different areas and with different types of customers. What will work for you?

    Tools for marketing • Must-have promotional tools Web site Referral pads Patient pamphlet Social media Open house • How to hold a successful open house • Media promotional tools Billboards Radio ads Television ads Press releases Community events Chamber of Commerce Thank you notes • Promotional Giveaways • Using images

    Marketing and Promotion

  • The tools and materials used for marketing imaging services varies from region to region and some cases from imaging facility to imaging facility. Different things work in different areas and with different types of customers. Hitachi has come up with our recommendations of things that have proven successful over the last 20 years with our over 1,500 MRI customers.

    Getting Started

  • There are some items that seem to be used by almost every successful imaging facility. Of course there are exceptions, but we have found these items to be must haves:

    Web site or web presence • If a customer can not locate you easily on the web they will call your competitor if they can locate them

    Referral pads with site name, and possibly a map • There is nothing better than a physician writing down an order for an MRI on a prescription pad with your facility information on it

    Patient pamphlet for physician offices • Place these in the waiting or the designated information area of the physician offices

    Social Media Strategy • Whether it is Facebook, Twitter, LinkedIn or another site, social media is a great and free way to stay connected with customers and physicians

    Open house(s) • Physicians • Community • Office staff

    Must-Have Promotional Tools

  • An effective way to introduce your capabilities and the advantages of MRI to referring physicians and their staffs is to hold an open house. An open house is also a great way to increase awareness among community members and the media. Open houses give you the opportunity to invite targeted groups to your facility to meet you, your staff and to become more familiar with theservices you provide.

    Strive for a relaxed, informal atmosphere. Your goal is to simply inform and educate your guests, not give them a hard sell on your facility. Your Echelon Oval should be the star of the event. Bring guests into the imaging room to view the system. Ensure a radiologist is always on hand to review and discuss images produced on your system and to describe the advanced imaging capabilities available.

    Your staff should attend the open house and welcome guests, describe your services and answer questions. Make sure all staff members know the names of “VIP” guests in advance and who will be escorting the VIP through the facility.

    As guests leave thank them for attending, and give them “MRI Request” forms, facility rolodex cards or other giveaways that will remind referral sources to send patients to you.

    Make your invitation list as comprehensive as possible. Keep in mind that only about 20-25% of those invited will actually attend. Make sure you include an RSVP on the invitation so you can have a general count of guests expected. Include a simple map, directions and parking information on the invitation. Consider making follow-up calls to “VIP” guests to confirm their attendance and provide nametags for staff and guests.

    Suggested TimelineTo ensure the success of your open house, allow at least six weeks to plan and organize the event. 6 – 8 weeks prior to open house • Determine date and time. Keep in mind possible conflicts including community and major sporting events. • Develop invitation list. • Order giveaways 4 – 5 weeks prior to open house • Print invitations. • Assemble and address invitations. • Decide on menu, select caterer.

    How to Hold a Successful Open House

  • 3 weeks prior to open house • Select photographer (if desired). • Order flowers and other decorations. 2 weeks prior to open house • Invite media if appropriate. • Finalize clinical images and make copies for referring physicians. 1 week prior to open house • Do a walk-through in the imaging room and with clinical images. • Confirm all arrangements. Day before • Review all arrangements. • Make nametags. Day of event • Relax and have a good time!

    How to Hold a Successful Open House

  • As we said, not everything works in every market.

    These items work very well in specific market, and we suggest comparing these ideas to what your competition is doing:

    • Billboards • Radio ads • Afternoon and morning drive slots on talk radio have best chance of getting to your target audience • Television ads • Explore local cable ad packages • Press releases • Works great in small communities with only one newspaper • Attend/sponsor community events (festivals, golf outings etc.) • Low cost and efficient method to get your message to a large population • Join the local Chamber of Commerce • Great way to meet community leaders and spread the word about your facility • Thank you notes • A great tool and nice personal touch to use especially during your initial months of operation

    Consider these Promotional Tools

  • Many sites will have promotional giveaways for their referring physicians, patients and the community. These can be a great way to say thank you and help keep your facility at top of mind:

    • T-shirts for first 100 customers• Water bottles – a great item to giveaway at an outdoor community event• Mugs – for physician offices• Pens – low cost item for physician offices and community events• Mouse pads – for physician offices• Calendar for physician offices• Magnets for physician offices• Note pads/Post it notes for physician offices• Candy jars, mints etc. for physician offices• Coasters for physician offices• Golf balls and tees for the physicians

    Promotional Giveaways

  • The answer depends on the situation, your market and your level of comfort discussing them.

    Why use them: • Picture’s worth a thousand words • Strengthen your message and capture the attention of your audience • Demonstrate your commitment to imaging excellence

    Where to use them: • Brochures • Flyers • Posters • Sales films • CDs • Web site • Limited only to your imagination

    Sources of Clinical Images • Best from your imaging center • You will gain the most credibility if your site’s name is displayed on your images • Marketing Planner CD • Includes a number of digital images of various anatomical regions • Diagnostic Edge Brochure • Also includes great clinical images and fully customizable • Hitachi Web site (www.hitachimed.com) • Digital images that you can easily download & use

    Should you use clinical images?

  • Tailor images to your audience when possible • Neuro doctors want to see brains & spine images • Ortho doctors want to extremity and joint images • Vascular surgeons want to see MRA

    Try to demonstrate different pathologies • Validate your system’s advanced capabilities – show them examples of the things they’re likely to be diagnosing

    Promote advanced clinical capability and investments you’ve made • Examples: Diffusion Weighted Imaging, Parrallel Imaging, Breast Imaging, etc. • Examples: Show examples from your dedicated wrist coil to orthopedic physicians

    Basic image traits to emphasize • Great anatomical access coverage (large FOV) • Outstanding image resolution • Thin slice imaging • Smaller fields of view (FOV)

    Enlist your technologist and/or radiologist to answer your questions and ensure you have the highest quality images

    Don’t forget about HIPAA – No patient names

    Image Presentation Strategies

  • • Identify your Customers • Marketing to Patients • Marketing to MCOs • Other Hospitals and Imaging Centers • Identifying sources • Questions to ask • Service must-haves Pre-certification process Images available online Images on CD Image delivery Customized protocols, filming, reporting • Know your facility • Serving the Neurology Market • Serving the Orthopedic Market • Family Medicine • Chiropractors • Gastroenterologists • Oncologists • ENT • Vascular surgeons

    Referral Marketing

  • There is more to a successful MR imaging center than just calling on referring physicians. Patient referrals can be directed to your facility from several different sources, and you need to be aware and actively marketing to all of them.

    They include: • Physicians • Patients/Public • Payers/Managed Care Organizations (MCO) • Other hospitals and imaging centers • Untapped Resources

    Identifying Your Customers

  • While society gets increasingly educated in healthcare services and most likely will have greater input in their medical decisions in the near future, staying connected with your patients and community will continue to be an important business initiative. However, consumer marketing for medical imaging services is shifting from a service benefit marketing focus to a “patient experience” approach. Leveraging key consumer marketing channels can improve your market presence, grow your market share and assist with a achieving your overall business objectives.

    There are many effective consumer marketing channels that are being utilized to market and promote your diagnostic imaging services including; print advertisement, targeted direct mailers, billboard messaging and internet marketing strategies. Your web site needs to be more than just a flashy advertisement for your facility it is your marketing foundation…your home base. While photos and physician biographies are important, patients will come back to your web site if you become the go-to source for useful and educational material they care about.

    Web banner and patient informational downloads allow a patient to, not only read about certain medical services or technologies (product modalities), but also acts as a free marketing piece for patients to print and bring to their physician if they want to learn more.

    Creative direct mail pieces can still prove valuable to your facility, even in today’s world of email/internet marketing. Provide a clear, measurable call to action; drive consumers to visit your web site, call a phone number or join an email newsletter list from your facility. Be creative with your designs, make them brand consistent and try different shapes or use special folds to make your mailer interesting.

    Community billboards serve as a powerful tool for brand awareness – a reminder of your facility, especially if you are marketing through other consumer channels. Drivers only have a few seconds to make a connection between the message and you. Therefore, it is important the billboard is consistent with your campaign message, colors, graphics and fonts. Make that time count!

    Marketing to Patients

  • You and your facility must maintain a good rapport with MCOs. Getting on contract with MCOs is not enough. Do not make the mistake once you are on contract of neglecting this relationship.

    • Representatives from MCOs can direct/refer patients to your center • Demonstrate differences with your center • Technology advancements • Service differentiators • These steps may help make you a preferred provider, ensure you stay on contract and receive maximum payment • Additionally, maintaining this relationship keeps you abreast of reimbursement trends

    Marketing to MCOs

  • Take time to see the other facilities in your area, and meet the technologists and scheduling personnel.

    • Ask if they will refer their claustrophobic and obese patients to your facility where appropriate • They have to send them somewhere • You might pick up ideas or gain valuable competitive knowledge from these facilities during your visit

    Other Hospitals and Imaging Centers

  • Many orthopedic practices now own extremity MRI systems. Remember these groups will still refer out all of their • Spines • Large shoulders • Hips and long bones • Advanced procedures (i.e. arthrograms)

    Workmen’s Compensation clinics • Initial diagnosis and follow-up studies can be ordered by a physician at these clinics

    Pre-employment Physicals • MRI may be ordered prior to hiring if a previous injury/condition could affect their ability to perform job duties

    Untapped Sources?

  • Just stopping by a physician office, saying hello and leaving your brochures is not enough. You must get to the physician or decision maker, which can be difficult.

    Try to identify “gatekeepers.” These are the people who are keeping you from speaking with the necessary people. Their sole purpose might be to keep marketing/sales reps at bay. • Receptionists • Nurse • Administrator

    Keep in mind getting to the physician does not always ensure success. The physician may not care where their patients are imaged, just as long as they are imaged. • Tell them why they should refer to your center (differentiators)

    Know who actually decides where the patient goes • Receptionists • Nurse • Physicians • Administrators • Patient • Payer

    Identify the REAL Source

  • Always ask these questions on a physician office visit: • Where do you refer your patients? • Who determines where the patient has their MRI? • Why? • How many studies do you order? • What types of exams do you refer? • Will you refer your next patient to our center?

    Make a record of each visit so you recall this information later.

    Key Questions to Ask

  • Spend extra time or pay more frequent visits to declining referrals. Find out the reason(s) for the decline and work to change this pattern.

    Maintain existing pattern with steady referrals, but be certain you have maximized their referral potential, and continue to monitor these for any potential issues.

    Track Physician Referral Patterns

    Physician Last Visit May June July Trend Comment/Status

    Dr. Albert RossAugust 12,

    20102 4 4 +

    Going well - Normal visit

    Dr. Dave ManselAugust 12,

    20108 6 1 - Visit immediately

    Dr. Betsy BartoAugust 12,

    20105 5 6 - Normal visit

    Dr. Stephen Jor-dan

    August 12, 2010

    3 7 2 +/- Visit immediately

    Dr. Thomas EatonAugust 12,

    20107 6 8 = Normal visit

  • In a competitive marketplace all successful imaging facilities will provide the following services: • Exceptional Image Quality • Same Day Appointments • Evening/Weekend Availability • All or majority of the MCO contracts • Patient Transportation • 12-24 hour report turnaround

    In certain markets these services may give you a competitive advantage • Pre-certification process • Can help to alleviate workload on busy office personnel • Images available on-line • Convenient for physicians to access anytime • Images on CD • Compact and easy to send with a patient • Image delivery • Easiest way to lose a referral is for a physician not to have images when they need them • Customized protocols, filming and reporting • Neuro or ortho surgeons often demand a specific sequence or image for surgical cases • Chiropractors often have unique filming requests • All physicians have certain expectations for their reports. Ensure your facility’s reports are to their liking - If not, see if your radiologist can accommodate the request

    Service Must-Haves to be Successful

  • It is essential that your know your facility and your product(s).

    Be able to discuss your site’s best qualities with physicians and staff • Knowledgeable & Courteous Staff • Convenient Location • Convenient Hours of Operation • High Quality & Prompt Film Interpretation

    Know any issues or negatives • Be ready to respond and don’t be surprised

    Know your product • Learn from technologists and radiologists • Know your marketing films • Use technical staff on marketing calls when appropriate • Attend MR seminars and conferences • Review basic MR physics and imaging articles and books • Stay aware of future developments and technology

    Know Your Facility

  • Maintaining referring physician awareness is essential. Most physicians are knowledgeable about MRI, but do not stay current with the changing technology. • Mail product updates and announcements of new technology to physicians

    • Use pertinent White Papers and technology articles as

    marketing collateral

    • Demonstrate clinical capabilities and operational performance levels of Echelon Oval.

    • Suggest disease states and other medical conditions appropriate for diagnosis with MR imaging.

    Increase Awareness

    Tier 3

  • Referral Pyramid

    NeurologistsNeurosurgeonsOrthopedists

    Family PracticeInternal Medicine

    ChiropractorsOncology

    ENTPain ManagementGastroenterology

    OB/GYNPlastic Surgeons

    Tier 1

    Tier 2

    Tier 3

    More doctors, but typicallyless referrals

    This can make up 60% of your referrals

  • A majority of the MR scans being done are brain, cervical, lumbar and extremity imaging, accounting for nearly 80% of all MRI exams performed.

    This means neuro surgeons, neurologists and orthopedists are extremely important to the success of your imaging business.

    Compare your referral patterns with these numbers.

    If you are not matching up consider increasing your marketing efforts in deficient areas.

    What Scans Are Being Done

  • Although competition for MR scans is fierce, utilization is continuing to grow at a steady rate.

    You should expect and plan for a similar growth pattern at your facility.

    MRI Utilization Growth

  • Competing imaging facilities are all doing the routine MRI exams. The advanced and emerging applications (i.e. breast and cardiac) are much less offered. These could be potential areas to increase your referrals

    What Others Are Doing

  • One of the exciting aspects of magnetic resonance (MR) is the steady, on-going development of clinical applications that provide useful diagnostic information for referring physicians such as neurologists. This article addresses some of the salient aspects of market knowledge, product knowledge, clinical images and marketing materials related to promoting your imaging center.

    For the magnetic resonance imaging system in your particular facility, you should know the product features of that system that are important to neurology imaging such as the availability of Echo-planar Imaging. In addition, knowledge of the features that allow the system to produce high quality images can be valuable in discussions with your referring physicians. For example, the MR system gradient strength determines the lowest echo time (TE) and repetition time (TR) for Time-of-Flight sequences used in MR Angiography studies to generate high quality MRA images.

    Echelon Oval’s powerful gradient sub-system provides the capability for small fields-of-view and thin slices that are useful in studies where the anatomy of interest is small and the associated pathology is even smaller such as in the case of pituitary studies where pituitary micro adenomas are being ruled out. Similarly, in IAC studies where acoustic neuromas are being ruled out, small fields-of-view and thin slices are very important. Three-dimensional volume imaging is also important because it allows for increased signal-to-noise and contiguous slices.

    Moreover, you should also know the optional components of your system that provide a competitive advantage. One key option on MR systems is the RF receiver coil. Anatomically specific coils that conform closely to the part of the body being imaged can boost the signal-to-noise ratio (SNR) and improve image quality. Hitachi offers a number of anatomically specific coils includingthe Head coil and Cervical Spine coil for excellent image quality. The Multiple Array CTL coil has four user selectable modes of operation, cervical, cervical-thoracic, thoracic and lumbar modes.

    This feature allows a complete spine study without the need to reposition the patient thereby maximizing comfort for the patient. As mentioned in a previous article, very few items in your collection of marketing materials make a compelling case for your imaging center as films of clinical images done on your system. Work with the technologist at your facility to develop films dedicated to neurological imaging. These films should demonstrate the key features of your MR system. When available, full case studies and positive anatomy are powerful aids in demonstrating system capabilities.

    Serving the Neurology Market

  • Are used to 1.5T and now 3.0T images for their patients.

    Thin Slice Imaging and high resolution are a must.

    They are very concerned with image quality across the board, but specifically for axial spine imaging, IACs and orbits.

    Advanced capabilities they expect you to have include: • MR Myelography, Diffusion weighted imaging, Diffusion Tensor Imaging, perfusion, etc.

    Primary areas of interest • Head and Spine

    Common diagnosis for their patients include: headaches, stroke, MS, acoustic neuroma, pituitary adenoma, tumors, herniated discs, discitis, metastasis.

    Assure them Echelon Oval is capable of meeting all of their imaging needs. Show them your best neuro films with very high resolution images.

    Verify any special needs for images or reports they may have for their surgical cases.

    Neurologists and Neuro Surgeons

  • Preparation starts with a good understanding of what makes your imaging unique. This article addresses some of the salient aspects of market knowledge, product knowledge, clinical images and marketing materials related to promoting your imaging center.

    It is important to inventory the orthopedic practices in the market or markets that you serve and to keep that inventory current. Equally important is the characterization of each practice including the number of physicians, as well as any growth in the practice, par-ticularly additions to staff.

    For the MRI system in your particular facility, you should know the product features of that system that are important to orthopedic imaging such as of the field-of-view and slice thickness capabilities, as well as the clinical applications such as fat suppression techniques that are available on the system. In addition, knowledge of the features that allow the system to produce high quality images can be valuable in discussions with your referring physicians.

    You should also know the optional components of your system that provide a competitive advantage. One key option on MR systems is the RF receiver coil. Anatomically specific coils that conform closely to the part of the body being imaged can boost the signal-to-noise ratio (SNR) and improve image quality. Hitachi offers anatomically specific coils for outstanding image quality.

    Frequently, patients coming in for an orthopedic study are in some degree of pain, which makes patient comfort in orthopedic imaging important. Here, knowledge of the maximum usable patient gap; maximum width of the patient table so that the shoulders are fully supported by the table; motorized movement in three planes of the patient table so as to place the patient at isocenter comfortably all contribute to patient comfort and potentially minimizing patient motion during the examination.

    Very few items in your collection of marketing materials have as much impact as the film of clinical images. Work with the technologist at your facility to develop films dedicated to orthopedic imaging, which demonstrate key features. Full case studies and positive anatomy are a plus.

    Consider an open house for the orthopedic surgeons in your market. If your imaging center is new or if you have not done one in a long time or if you have acquired several optional components including clinical applications upgrades, an open house is a good way to highlight your imaging center.

    Serving the Orthopedic Market

  • Advanced capabilities they expect you to have include: • RF Fat Saturation, Water Excitation (cartilage imaging), FatSep and Balanced SARGE

    High Resolution Imaging with thin slices and small FOV for wrist and ankle imaging is a necessity

    Lateral Table Movement is important to provide comfortable high quality imaging for shoulder and wrist patients

    Primary Areas of interest • Upper Extremities and Lower extremities/joints and spine

    Tumors, ACL tears, Meniscus tears, Rotator cuff tears, Fractures, Avascular necrosis, Herniated discs, Metastasis

    Orthopedist

  • Isocenter positioning • Best image quality • Optimal RF fat saturation

    Regional shimming • High uniformity for off-set anatomy

    Patient Area • Wide table (82cm) • 20cm lateral movement range

    Benefits • Excellent imaging • Comfortable patients • Reduced table time

    Echelon Oval Orthopedic Imaging Advantages

  • Typically have a very high patient load so convenience benefits are important • Quick/easy scheduling and task elimination for their office personnel are important - Offer pre-certification services - Be sure to provide ample supply of referral pads and patient literature - Offer film delivery, on-line images or to send films with the patient • Quick and consistent report turnaround • Patient convenience and amenities • Order all types of MR exams, but some will send the patient to a specialist and have them order the exam

    Family Medicine and Internal Medicine

  • Area of interest is generally limited to spine imaging.

    May request special filming/images to show narrowing spinal canal

    Ability to perform flexion/extension exams may be important

    High Resolution Imaging of the spine is necessary

    Some prefer to have images read by a Chiropractic Radiologist

    Common diagnosis include Herniated disc, Tumors, Discitis, Metastasis

    Chiropractors

  • Order more CT and X-ray fluoro studies than MRI

    Education regarding MRI advancements in abdominal imaging may be necessary • RADAR motion free imaging • MRCP performed in place of ERCP • Breath-holds • Large FOV capability • MRA or renals

    Variety coils sizes to accommodate all patients is important • RAPID body coil, 2 sizes MA Flex Body Coils and Transmit/Receive Body coil

    Areas of Interest include Gallbladder, Upper abdomen (liver, kidneys etc)

    Common diagnosis include Blocked ducts, Gall stones, Tumors

    Gastroenterologists

  • Until recently MR’s challenge was respiratory and peristalsis motion degrading image quality.

    New techniques such as RADAR motion compensation combined with MRI’s superior contrast resolution has greatly enhanced MRI’s standing in high end abdominal imaging.

    Additionally, T2 weighted imaging provides advantages for liver and renal imaging vs. CT.

    Why MR for Body Imaging?

  • Two major concerns are the comfort of their often severely ill patients and ability to suppress non diseases tissue to visualize cancer or metastasis. • 3 axis motor driven wide patient table, open design and all of the Echelon Oval patient comfort features are important • Breath-hold Imaging and Dynamic Liver Studies are necessary for quality abdominal imaging • Fat Suppression techniques are needed for tissue suppression

    Areas of interest include abdomen, spine, breast and brain.

    Oncologists

  • Very high resolution thin slice imaging through the IAC’s must be demon-strated

    Balanced SARGE and post contrast thin slice cervical axials are important

    Large FOV RF Fat Saturation for neck imaging is a requirement

    Areas of interest • IACs, Soft tissue neck

    ENTs

  • MR angiography is a rapidly growing subspecialty of MRI. MRA of the brain is becoming routine imaging.

    Emerging applications such as Time Resolved MRA (TRAQ) and Contrast Free Angiography (VASC) are of great interest.

    Abdominal MRA without contrast is an important capability for patients suffering from renal insufficiency.

    Vascular Surgeons

  • Dentists and Oral Surgeons • Even the busiest typically only order 10-15 TMJ per yearPain Management Physicians • Can be a huge referral source or order almost nonePodiatrists • Typically refer any patient in need of MR onto a specialistWomen’s Health Centers • Patient comfort (non-hospital atmosphere) • Flex Body and Breast Coil

    Other Referral Sources

  • Once you’ve determined the course of your marketing plan, Hitachi can help your facility achieve its goals in an efficient and cost effective manner. This marketing planner contains both print and electronic support materials applicable to a variety of promotional campaigns.

    Prepared Copy • Press Releases • Q&A • HMSA BackgroundAdvertisements • TemplatesPrint Media • Hitachi Professional Brochures • Customization Options • Patient Brochures • Referring Physician Brochures • Introductory Brochures • Postcards • PosterElectronic Media • Marketing DVD-Roms • Marketing Digital Gallery • Clinical Images Digital Gallery • Powerpoint Presentation

    Support Materials

  • HMSA’s marketing team has drafted copy for you to use in a variety of promotional campaigns.

    This section contains press releases for media events to educate them about the Echelon Oval’ newest features and benefits and stimulate referrals. There are also fact sheets MRI and Hitachi that you can distribute to patients or reporters to answer questions or provide a fuller background on your facility.

    You can also include this information in press kits, or post it on your internet Web site. Although you can choose to use this prepared copy as it is, personalizing it to meet the needs of your specific promotional campaign increases its effectiveness and highlights your facility for your target audience.

    Prepared Copy

  • Sample Echelon Oval MR System Press Release

    Contact (Contact Name/Phone Number)

    For immediate release

    (Your Imaging Center) Acquires Echelon Oval - The New Shape of MR

    CITY, STATE (Date) – (Your Imaging Center) has added Hitachi’s Echelon Oval™ 1.5T Magnetic Resonance (MR) imaging system to its list of diagnostic offerings. Echelon Oval has an accommodating design that reassures patients, as well as a broad range of clinical capabilities and features to meet the demand of today’s diagnostic imaging professionals. Headquartered in Twinsburg, Ohio, Hitachi has been a long-time pioneer of patient-friendly imaging systems, with more than 1,500 installed in the United States.

    Hitachi has put a great deal of emphasis on making patients comfortable during their MR exam. The Echelon Oval 1.5T MR system features a 74cm oval shaped bore. This newshape of MR is the widest bore available offering maximum patient accessibility and accommodation.

    Echelon Oval combines patient comfort with powerful technology and an ultra fast workstation to make patient exams as quick and smooth as possible. Its imaging power is further boosted by an array of anatomically-specific, optimized receiver coils that allow advanced imaging applications ranging from vascular to orthopedic to women’s health.

    (Your Imaging Center) is acquiring the new Echelon Oval MR system to offer physicians and the (City/State) community access to the most advanced diagnostic imaging techniques currently available in the healthcare industry.

    (Your Imaging Center) is located at (Your Address). For more information on the Hitachi Echelon Oval system’s capabilities, call (Your Imaging Center’s phone number) or visit (Your Imaging Center’s web site)

  • Sample Echelon Oval MR System Staff Press Release

    Contact (Contact Name/Phone Number)

    For immediate release:

    (Your New Employee) to Operate Echelon Oval 1.5T MRI at (Your Imaging Center)

    CITY, STATE (Date) – (Your Imaging Center) welcomes (New Employee) as its newest (Position Title), and is responsible for all imaging functions of the facility’s Echelon Oval™ 1.5T Magnetic Resonance (MR) imaging system. Echelon Oval has an accommodating design that reassures patients, as well as a broad range of clinical capabilities, and features to meet the demand of today’s diagnostic imaging professionals. Headquartered in Twinsburg, Ohio, Hitachi has been a long-time pioneer of diagnostic imaging systems, with more than 1,500 installed in the United States.

    (New Employee) comes to (Your Imaging Center) from (Previous Employer) where he (describe job description). He graduated from (Employee’s alma mater) with a (degree) in (major) and (list any relevant certifications or achievements).

    (Your Imaging Center) is located at (Your Address). For more information on the Hitachi Echelon Oval system’s capabilities, call (Your Imaging Center’s phone number) or visit (Your Imaging Center’s web site)

  • Sample Echelon Oval MR System Technology Press Release

    Contact (Contact Name/Phone Number)

    For immediate release

    (Your Imaging Center) Acquires New Echelon Oval 1.5T MRI Imaging System

    CITY, STATE (Date) – (Your Imaging Center) has added Hitachi’s Echelon Oval™ 1.5T magnetic resonance (MR) imaging system to its list of diagnostic offerings. Echelon Oval offers a broad range of clinical capabilities, sequences and features to meet the demand of today’s diagnostic imaging professionals. Headquartered in Twinsburg, Ohio, Hitachi has been a long-time pioneer of patient-friendly imaging systems, with more than 1,500 installed in the United States.

    Hitachi’s Echelon Oval 1.5T MR system provides outstanding imaging performance on a platform designed for the patient. Echelon Oval’s exclusive 74 cm wide oval bore shapes the MR imaging environment to the patient. The industry’s widest patient table provides access and comfort to the broadest possible spectrum of patient types: from pediatric to bariatric to claustrophobic to geriatric – and everyone in-between. The short, no compromise 1.5T magnet provides a full 50 cm field of view in each axis with outstanding main field homogeneity at the extremes. HOAST™ Higher Order Active Shim Technology maintains that uniformity automatically for every patient.

    Echelon Oval’s Workflow Integrated Technology (WIT) features a mobile patient table, an in-room technologist monitor and an integrated coil system to provide the efficient workflow and high utilization critical in today’s busy imaging center.

    Advanced imaging applications benefit from Echelon Oval’s WIT RF technology, 34/150 gradi-ents and ultrafast operator workstation. This technology forms the foundation to support the state of the art MR scanning of today, and the advances in the future. With a broad array of scanning sequences and protocols, Echelon Oval achieves the very best in image quality while maintaining the highest levels of patient comfort and satisfaction.

    (Your Imaging Center) is acquiring the new Echelon Oval MR system to offer physicians and the (City/State) community access to the most advanced diagnostic imaging techniques currently available in the healthcare industry.

    (Your Imaging Center) is located at (Your Address). For more information on the Hitachi Echelon Oval system’s capabilities, call (Your Imaging Center’s phone number) or visit (Your Imaging Center’s web site)

  • Q: What is magnetic resonance imaging (MRI)?A: Magnetic resonance imaging is a method used by physicians to look inside the human body and obtain anatomical and functional diagnostic information. Magnetic resonance imaging is also known as MRI.

    Q: How does MRI differ from other diagnostic procedures, like conventional x-ray, CT scanning, or nuclear medicine studies?A: All diagnostic imaging procedures provide information about the form and/or function of the body. MR images typically contain greater information about the body’s soft tissue than other procedures. This means that MRI can provide highly detailed anatomical images of the body. Additionally, the trained medical profes-sionals responsible for acquiring MRI can easily produce MR images with varying contrast, showing many different planes of the body with functional information, such as blood flow.

    Q: How else is MRI different from other diagnostic procedures?A: In contrast to x-ray, CT scanning and nuclear medicine, MRI provides diagnostic information without the use of radiation or radioactive substances. MRI is a non-invasive procedure, and there are no known side or after effects.

    Q: What is MRI used for?A: MRI is used for all parts of the body and is effective in the clinical evaluation of the following conditions: Brain disorders Knee and shoulder injuries Traumatic injuries Musculoskeletal disorders Eye abnormalities Facial/Neck abnormalities Spine diseases Infections Tumor detection Cardiac malformations Liver and other abdominal diseases Blood flow and vessel disorders

    Q: How does MRI work?A: MRI uses a computer and the physical properties of magnetic fields and radio waves to generate images of the soft tissues within the body. MRI signals from the body are generated using a safe magnetic field in combination with radio waves of a specific frequency. The MRI signals are detected and converted to a form which the computer can understand. The computer processes the MRI signals from the body to form MR images. Different tissue characteristics are revealed through this process and thereby translated into different contrast levels on the MR images. The trained physician can thenview the MR images and form a clinical diagnosis.

    MRI Q&A for Patients

  • As a full-line supplier of medical imaging equipment in Japan, Hitachi Medical Corporation (HMC) founded HMSA to provide a direct link to the U.S. marketplace. HMSA and HMC are committed to providing advanced diagnostic imaging products that meet the needs of physicians and patients. HMSA’s success is built on the foundation of a $86.8 billion, global electronics company with more than 356,000 employees worldwide and almost a century of invention and accomplishment. Hitachi, Ltd.’s dedication to and investment in high technology research and development is evidenced by its 33 research facilities worldwide, employing over 16,000 research and development specialists working to deliver advanced product solutions.

    Hitachi Medical Systems America, Inc. is currently responsible for marketing and support of all Hitachi diagnostic imaging products in the United States. HMSA began operations in 1989 when Hitachi’s Open MRI was introduced to the U.S. marketplace. Since that time, HMSA has developed a leadership position in Open MRI with over 1,500 installations throughout the United States and has expanded to include multi-slice CT and digital ultrasound.

    Patient-Friendly MREchelon Oval™ 1.5T features a 74cm oval shaped bore. This new shape of MR is the widest bore available offering maximum patient accessibility and accommodation.

    Oasis™ high-field open MRI is the newest member of Hitachi’s outstanding MR product line. Oasis is a 1.2 vertical field magnet for fast gradients and multi-channel RF. It combine’s today’s MR imaging with Hitachi’s 99% uptime guarantee to meet the most demanding workflows.

    Echelon™ 1.5T combines the latest imaging technology with the reliability, quality and value that you expect from the outpatient MRI leader. Echelon’s state-of-the-art subsystems deliver advanced applications, high patient throughput and outstanding image quality -- assets that will enhance your clinical practice.

    Hitachi Medical Systems America, Inc.Company Background

  • UltrasoundAs an innovator in ultrasound technology for over 30 years, Hitachi continues its tradition with the HI VISION family of digital ultrasound systems and its extensive array of innovative transducers featuring featherweight, hand-conforming designs and high-intensity, wideband technology to provide unique clinical solutions of Radiology, Urology, Radiation Oncology, Surgery and Image-Guided Therapy.

    Computed TomographyHitachi, having sold more than 9,000 CT systems worldwide since 1975, now builds upon its success by offering the Hitachi family of Multi-Slice CT systems. Designed, engineered and supported by the same company that stands as the undisputed leader in Open MR, HMSA’s CT portfolio follows in Hitachi’s tradition of excellence in customer service and long-term value.

    FutureCommitted to serving the medical community in the United States, Hitachi continues to pursue an aggressive program of research and development that focuses on emerging technologies and product features that provide superior price- performance. If you would like to contact Hitachi for more information about any of our products, please check out its website at www.hitachimed.com.

    HMSA Background

  • The following pages contain camera-ready templates for advertising your new Echelon Oval system to your local community in newspapers, magazines, newsletters and online.

    Based on the publication’s requirements and your budget, choose the advertisement size that best fits your needs. The camera-ready artwork can also be reduced or enlarged, if necessary. Your facility’s logo address and phone number should be dropped in the imprint or logo area, as specified.

    All ads are available for editing in a Adobe InDesign version on the CD-Rom included with this marketing planner. Web ads are available in Photoshop on the CD-Rom as well.

    Advertisements

  • Hitachi has designed and professionally-produced a line of print brochures for you to use in your promotional campaigns. Samples of these brochures can be found in this section.

    You are also entitled to one free package of these brochures with your new Echelon Oval, to discover how you can incorporate them in the day-to-day operation of your facility.

    You can request your brochures by calling the Hitachi Marketing Communications department. Additional brochures can be ordered by calling the Marketing Communications department or by logging onto the exclusive customer E-store. You can also choose to customize the Hitachi brochures with your facility logo.

    Print Media

  • HMSA marketing experts have produced print materials available to you for purchase at a nominal cost. Full-color, high-resolution professional-looking brochures, postcards and flyers can be used in your marketing efforts to patients and referring physicians. Samples of these print materials can be found in the plastic sheets that follow this introduction.

    Brochures

    “What is MRI?” Patient Information Brochure: The “What is MRI?” brochure is a tri-fold, full-color pamphlet. It contains general information on how MRI works, what patients can expect during the scanning process, and how they should prepare. A helpful handout for nervous or first-time patients, it is available in both English and Spanish for all HMSA MR systems.

    “The Diagnostic Edge” Referring Physician Brochure: “The Diagnostic Edge” is an 8-page, 8.5 x 11 booklet with clinical images that demonstrate the wide range of clinical abilities available on a Hitachi MR system. They have proven to be very effective in introducing referring physicians to the capabilities of Hitachi’s MR.

    Introductory Page: The Introductory Page is a versatile tool that can be used with both referring physicians and patients. A one-page card stock flyer, the Introductory Page features full-color photographs of your Hitachi system on the front, while the reverse lists the advantages of Hitachi’s MR.

    Other Print Materials

    Postcards: Hitachi offers a professional, pre-printed postcard for use in your marketing campaigns.

    Poster: A full color, hi-resolution picture of your system perfect for display in your lobby or waiting room. They can also be useful at trade shows or media events.

    Hitachi Professional Brochures

  • In addition to a variety of professionally-prepared marketing materials available to Hitachi customers, HMSA allows you to take your materials one step further through its customization process. For the mere cost of print, you can add your facility logo, contact information, and directional map, thus making the material uniquely yours.

    Customization Options

    “What is MRI?” Customization

    Space for facility logo

    Space for facility logo and contact information

    “Diagnostic Edge” Customization

    Space for facility logo

    Space for facility logo

  • How Do I Customize My Brochures?

    Contact HMSA’s Marketing Communications department. They will walk you through the process. If you have a previously-existing facility logo and map, our printer can imprint your brochures with them. If you don’t have a logo, the printer can typeset the information.

    What Types of Files Will I Need?

    For your logo and/or directional map, a medium-to-high resolution JPEG, TIFF or EPS format file will reproduce most clearly. Although our printer has the ability to reproduce in full color, grayscale logos will work as well. We cannot guarantee the same quality re-production for logos and maps copied from Word and PDF files. If your facility does not have a logo, our printer can typeset your information.

    If you have any other questions, please contact Marketing Communications.

    Customization Options

  • Hitachi has prepared a variety of electronic marketing materials for use in your promotional campaign. The Powerpoint presentation can be posted on your Web site or shown during visits with referring physicians to help demonstrate the advanced features and clinical capabilities of your Echelon Oval.

    The CD-Rom included in this marketing planner contains a gallery of professional, full-color, high-resolution images of the Echelon Oval that you are free to use in your marketing efforts. You can create new brochures, signs or posters for your lobby. You can also post them on your Web site. Images include both glamour shots of the Echelon Oval system,and shots of the system in use by technologists to show the ease and