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Mar 21
2011
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This question is frequently asked on forum, emails and personal meetings by owners of Radiology Setup. Tell us tips to increase business. Though some people do not like to call it business and prefer term Profession, but at the end of day it is Business.
Have you ever wondered, how Mobile companies manage to earn despite of small contribution from individual customer? Individual pays average 200-500RS per month for one month of mobile usage but still these companies are cashing on Profit. The answer is simple by increasing visibility of their product and reaching maximum potential customers through Advertisements. These companies pays few lakhs for just 10-30 seconds Advt.
Unfortunately Diagnostic centers are lagging behind in Marketing. Our advt is still limited to our Public Relation Officers. There are many ways to attract new customer than direct referral from Physician friends.
Starting from this month, I will be writing new blogs on iRADiX on how to grow business of Radiology. As a Successful Radiologist and Director of one of the largest chain of Diagnostic center in South India and few satellite centers in Arab countries, I have decided to share my experiences in upcoming blogs. The journey which was started 30 years back with one Ultrasound machine and Xray in small setup is still going on. When my colleagues were bagging Government College Jobs, I had guts to start my own diagnostic setup. The vision which nurtured into big business providing service to countless patients and employment to thousand of people.
But I need encouragement from YOU, as it is not easy to take out time to write these blogs. Perhaps your comment would inspire me to share these tips. Let me know whether you want to join me on this journey of success and fame by writing comment.
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Dr. Sridhar V
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... Yes Sir We all want to join you . This is going to be a Quite interesting topic All of us are eager to hear from you, the various hardships you faced, how you managed to be successful in spite of the limitations. I also have one doubt sir, you have mentioned about the tremendous impact of the advertisements as far as radiology business is concerned.Are we allowed to do the same ? Are there any restrictions from IMC regarding these advts since it is said that MEDICAL PERSONNEL should not boast of their achievements etc through advts of any sort, be print media or through electronic media. I am thankful to you because in spite of your busy schedules , you have decided to spare some time to share your experiences thus benefiting the members of the community. |
Alok Varshney
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... You are welcome Sir. Keenly waiting for your blogs... Ref Dr. Sridhar, My understanding of MCI rules is that though a doctor can not/ should not self aggrandize, one can advertise about his/her establishment, clinic, hospital or diagnostic center by featuring its facilities, infrastructure and doctors employed. |
Samir K.
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... If I am not wrong, MCI is dissolved by President of India. It is no more governing body. So no rules applies, you are free to do Advertisements. Source: http://www.hindustantimes.com/...44117.aspx We are all waiting to know how to grow radiology business? |
Dr. Amit Sharma
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... there are many things which are illegal but people do it. ....Tell me single diagnostic center who is not giving give cuts and commission. ...so blogger is right .......one should advertise to get noticed ...but problem for ppl like me ...we don't have money to advertise |
Dr. Sridhar V
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... Ref Dr.Amit Sharma Tell me single diagnostic center who is not giving give cuts and commission. Some argue that since Medical Profession has come under consumer category...virtually the profession is no different from any other business,so what is wrong in commission ( an accepted standard business 'terminology' ) part ....as long as it does not amount to illegal activity. For me It is really confusing . Which is right and which is wrong ? Which is acceptable and which is not ? Which is legal and which is not ? What is the definition of commission ? What are the laid down rules ...as far as payments regarding commission in any business transaction ? Too many questions...but I am confidant to get answers from our intelligent community members. |
DR GAURAV SHUKLA
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... advertising may help in getting health checkups , in my observation the trend is for larger hospitals with in house radiology setups. a profession is different from a business as it has a code of ethics one is expected to follow. professions involve excercising judgements irrespective of profit making potential. in business making profit is the only objective. commissions are legal in all businesses but not in professions for example you wouldnt like to be stuck with a judge or a policeman who takes commission from the jail food and clothing supplier, commissions are illegal in all professions , professions are characterised by governing bodies that craft a code of ethics - like bar council , mci , charterd accountants also have an assocuiation as do company secretaries. the need of a code of ethics is because a person is expected to do what is right and not just what is most profitable. all commissions in our field , can be argued ,are for incentivising referring docs to write more and un necessary tests.it is not possible to always prove that , if a doc refers to his favourite centre for some other reason other than money , then the transaction of money has to be explained. commissions , even gifts like holidays or even paying for membership of bodies or registration of conferences are illegal , not just by diag. centres but also by pharma companies , equipment manufacturers etc. if a compliant is lodged and can be proven , all involved will be in trouble. the rule book is very clear . the law here may not be an ass but the implementer is . if the mci were even mildly seroius we would have to buy our alchohol in our conferences . such wholesale daru to make an impression isnt allowed even to netas during elections. practically the rules are impossible to implement , because as with the pndt act , here consent of both giver and taker of bribe is involved and the law prescribes harsh punishment for both giver and taker. so proof is almost impossible to get unless someone is fixed by a hidden camera. there is no confusion , all commissions in all forms are morally wrong , illegal , punishable. |
Manoj Sharma
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... Please Sir, We really want to hear from you the secrets and your experiences. The people who do not like this practice may well not follow. Thanks |
Dr. Sridhar V
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... Thank you so much .DR GAURAV SHUKLA, for detailed explanation . As I see now There are two aspects 1. Profession+commission ( can not exist together ,as explained by you ), Fine. how about 2. Profession + advertisement ? Is the advt is only for Business people ? Can Professionals use advt to augment income ? If this OK.... can present day professionals withstand financially,as pointed out earlier by Dr.Amit Sharma ( recently Star/ESPN sports channels hiked their advt fee to 18 lacs for a few seconds due to World cup/IPL etc) |
Anuj Mishra
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... I do not agree with title of this blog 'How to grow Radiology business?'. The author has put the two words 'Radiology' and 'Business' together which clearly shows the moral degeneration of our profession. Radiology, these days, is not seen as an exciting profession by most of the residents, but as a 'money making' tool. And the cause of this malady are the articles like this. We Radiologists are ourselves responsible for degrading our profession. Especially in India. Why don't we look at those countries where Radiology has been taken to a new higher level in academic excellence. And where do we stand today? Its improper and morally incorrect to discuss ways to make more money. We are not talking about Prostitution ! Wake up my dear colleagues and awaken your minds........wake up to Radiology and try to enhance your learning and professional excellence by actively participating in conferences and contributing to original research. How many of us can promise today that we shall publish atleast two scientific papers each year and attend atleast two national and one international Radiology conference each year?? If not, then why do we need to get into this mad 'rat-race' to earn more money. Lastly, does anyone know how much a 'paanwallah' or a 'chaaiwallah' earns each day? They earn more than what over 80% Radiologists in this country earn each month !!! Jai Bharat ! |
Dr. Sanyukta Phukan Banerjee
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... Dear colleagues, At the end we cant live on air and water and say O.K ,we should not do business,which century are we living in?And sorry to say, we professionals are actually lousy business men cause we keep on mud slinging at individual levels and revel at the fact that our erstwhile colleague missed this.We got to grow up and think differently.yes not be unscrupulous when it comes to unnecessary radiation on patients,of course when money matters come ,its individual thoughts.Think about it we read so much,slog so much and keep slogging with minimal returns So far business is concerned,if we have the same rates everwhere and behave the same way like the jewellers than we can do something.In delhi a diagnostic set up can be owned by a jeweller and shop owner anybody . |
Dr. Sanyukta Phukan Banerjee
said:
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... Dear colleagues, At the end we cant live on air and water and say O.K ,we should not do business,which century are we living in?And sorry to say, we professionals are actually lousy business men cause we keep on mud slinging at individual levels and revel at the fact that our erstwhile colleague missed this.We got to grow up and think differently.yes not be unscrupulous when it comes to unnecessary radiation on patients,of course when money matters come ,its individual thoughts.Think about it we read so much,slog so much and keep slogging with minimal returns So far business is concerned,if we have the same rates everwhere and behave the same way like the jewellers than we can do something.In delhi a diagnostic set up can be owned by a jeweller and shop owner anybody .Not to forget about the infamous cut practice,the airtel vodafone people dont have to give cuts everytime they have a new customer..... |
vicente
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... This includes a discussion of some of the intangible success factors, such as body language and appearance.philadelphia jobs |
Depressed Soul
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... Many thanks to Dr.Anuj Mishra and Dr.Sanyukta Phukan Banerjee for eliciting the the inner feelings of others. First of all why should you choose to be a doctor that too a radiologist ? Do you think you become a doctor or radiologist just to spend rest of the time begging on the roads ? just because you have to do charity work ? How one earns back the money spent on huge donations to get a radiology seat ? Be frank and tell me in a realistic mode which field in this world is without business motive ? How do you think the whole world moves , when there is no business angle to any thing in what you do ? My dear . the entire world is selfish.Money and money alone will speak.and it is high time one realises this and sooner the better ! Otherwise why you think many of the doctors are betteroff with business than spending sleeepless nights for the thankless job they do in diagnosing and treating th patients. Business people,industrialists,jewellers,poiliticians etc running diagnostic center is altogether a different story regarding publishing two scientific papers in a year..ha ha ha ..my dear we are living in India and there is no worthy teachings being taught.and everybody is busy makin money. DNB radiology is a cruel joke on the candidates. I pity them. Finally the lesson learnt is ' Be a smart business man ' |
Shelja jain
said:
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... read all those blogs.. does he fact..that we call it a business or not..make nee difference to the fact..that to provide better services'upgrade ouselves'buy better equipment, money is required. only because we doctors dont get our share of experience/exposure with the world ..in terms other than our profession..in india,we dont get our due. Agreed that,presenting papers, upgrading ourselves and doing quality work is a inner craving with most of us..who have made it..to get radiology as their choce.Comparing ourselves with the people abroad 'for tht matter ..with the americans and europians sounds easy..but can we do away by doing few (for that matter 4-5 ) cases a day?And to earn a decent living...we are working many times harder than our counterparts in developed countries. who would not love to do few cases a day..in the best possible work environment,..on best of technology..and no worries about the money to b earned to pay back all dues.. GROUP PRACTICE..as against self harassment to meat the ends..i feel is the requirement 'to achieve all that we aspire for'and is lacking in India. |
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