As patients become empowered and act more like consumers, customer service plays a key role in practice survival. On the surface, this translates into radiology departments and imaging centers offering amenities, such as cushier waiting areas. However, patient satisfaction in radiology runs much deeper than that.Radiologists have not done a good job of selling the assets they bring to the table, says Michael Brant-Zawadzki, MD, executive medical director of the Hoag Neurosciences Institute in Newport Beach, Calif. They have failed to market themselves to patients, who generally have little understanding of radiologists' involvement in diagnosis.
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