When economic hard times hit, the instinct of most companies is to take shelter, reduce spending, and wait for good times to return. In order to preserve dwindling capital assets they grow timid, cease acquisition activity, and slash advertising budgets.

Firms do this in spite of numerous studies showing companies that continue expansion activity while maintaining—or even increasing—advertising levels during recessions do significantly better financially than those that react to economic storms by downsizing and reducing spending.

The same principle applies to imaging centers and IT. Those facilities that continue to enhance their IT components and upgrade their digital infrastructure during economic downturns tend to increase market share through added efficiencies. Because the economy has lost momentum does not necessarily mean that sound business drivers have lost validity.

During the current recession, some imaging centers continue to sculpt their business models around efficiency gains. Information technology is the tool of choice; excellent customer service is the target. Satisfied customers, whether patients or their clinicians, translate directly to increased market share.

Battlefield Imaging's use of high-end digital technology and advanced IT in pursuit of superior customer satisfaction is an example.

The solutions in place at the Ringgold, GA, center include NextGen software for practice management and Siemens' syngo Suite for RIS/PACS and report distribution. Battlefield believes an unconditional commitment to IT growth improves customer excellence.

Battlefield's director of imaging, Barbara Marshall, said the center's goal is to provide comprehensive imaging services in a timely manner to every customer.

"If we don't stay current, we face the real possibility of losing that referral," Marshall said.

Battlefield performs about 45,000 imaging studies a year.

Battlefield installed syngo Suite just over two years ago. Marshall said the system has allowed the center to enhance customer service in several areas, including expedited scheduling, more efficient registration processes, and quicker exam throughput.