Evaluating Your Reputation in the Medical Imaging Industry

Part I of a 3-part series

Who needs to worry about marketing and branding? You do.

The reality is that we form opinions about people every day, whether or not we think we’re being judgmental and regardless if we know someone personally. You are forming an opinion about me right now as you read this post. My reputation has been built over the past two decades in the ultrasound market. I may think I have a good reputation but - here’s the kicker - what I think doesn’t matter. It’s how I’m perceived and what others think of me that truly forms my reputation.

A reputation is built over time and can be good or bad, but most importantly, it can be controlled. Whether you are a radiologist looking to join a new practice or you are planning to start your own group, a perceived reputation is a driving force in the outcome. Let’s look at that a little closer.

If you are considering joining a new group there is a reason for the change. Maybe you have been given reduced hours or extra call, maybe you have a co-worker who is sloppy with his or her readings, or the practice is losing business to the competition. Whatever it is, you no longer want to be associated with that organization.

Ideally as you begin the search you take stock in what’s important to you. A better work/life balance? A practice that has cutting edge technology with a web-based teleradiology app? One that fosters a philanthropic environment? Your selection will be based on that group’s reputation.

If you are planning to open your own practice you should think about the type of colleagues you want to attract and partnerships you want to develop with hospitals and what you want your group to be known for. By intentionally putting effort into your reputation you attract opportunities and people to you.

If you take a cookie-cutter franchise approach, you will hire staff who clock in and out and don’t think outside the box. But how will that serve the growth of your practice? If you start a progressive practice with key differentiators from your competition you will strategically set yourself up for growth and success in your community.

What opinion do others have about you today? Have you ever solicited feedback from colleagues or can you honestly take stock in adjectives that accurately reflect who you are?

The best way to really know your reputation would be to get that feedback. Positive and negative feedback are welcome; it allows you to embrace the good qualities and gives you the ability to make changes.

As an example, you may think you are being efficient and direct when asking someone to do a task. However, that person may see you as rude and inconsiderate, which does not foster a good working relationship. If you want to be more effective in getting that person to assist you, you need to change your approach.

As an exercise this week, ask three or more people who you respect, and who trust and respect you, for their opinion of you. Next week we will look at taking inventory of your reputation and how to maintain it or shape it into what you want.

Leslie Patton is founder and owner of Renaissance Ultrasound, provider of per diem clinical applications support, and more recently a social media and marketing consultant for healthcare professionals.