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ACR to Launch 'Face of Radiology' Campaign

The American College of Radiology (ACR) will soon launch the “Face of Radiology” campaign to educate patients, payers, government officials, and other health care providers on exactly what radiologists do and why their education, training, skills, and experience are vital to providing the highest quality patient care.

This comprehensive effort, to begin in 2008, will utilize grassroots efforts, advertising, public relations, patient education materials, and social media to deliver and reinforce the message to patients that “your radiologist is the physician expert in diagnosis, patient care, and treatment through medical imaging.”

“As medical imaging procedures increasingly replace more invasive and more costly techniques, radiology is now, more than ever, at the vanguard of medicine. We need to help all health care stakeholders, from patients, to Congress, better understand what radiologists are and what they do, so that patients can make more informed healthcare choices and payers can better understand how their coverage decisions affect patients’ ability to receive the highest quality care,” said Arl Van Moore, Jr., M.D., FACR, chair of the ACR Board of Chancellors.

The campaign will encompass not only targeted advertising and media relations efforts, but calls for a multitude of patient education materials, both print and electronic, with which radiologists can personally educate patients in face-to-face “teachable moments.” The ACR will also provide a series of videos, which radiologists can utilize in their offices and waiting rooms, to provide patients with the knowledge that the radiologist who will review their medical images is “their doctor,” and serves a vital role in their health care.

“To transform the current public misperception about our profession, the distance between patient and radiologist must be bridged. Patients acquire their value judgments largely through personal interactions with individual medical professionals. It is important that radiologists make their role in patient care known so that patients are aware of radiology’s tremendous contribution to their well-being, and can choose to receive care from the physicians most qualified to provide it,” said Moore.

The ACR will keep members and the media informed as the “Face of Radiology” moves forward. Please stay tuned to the ACR website for further updates.


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