Physician, Payor and Patient Education - The most overlooked mistake is assuming that, because the "thought leaders" understand, everyone else will too. In reality, the pace with which the technological advance is assimilated is directly proportional to the investment in referring physician, non-academic radiologist, payor and patient education.
Compelling Economics - Regardless of the sector (public or private), if a compelling, quantifiable, data-driven case can be made for why (1) the technology or procedure provides better diagnostic confidence and/or (2) saves episodic care costs and/or (3) saves long term health system costs, the only remaining question becomes one of return-on-investment for the buyer driven by some reasonable reimbursement by a payor. The last of these is understood to be paced by outcomes analysis and is often the data taking the longest to establish. However, it should not be used as the universal escape mechanism to avoid responding to a technology which clearly meets the first two criteria.
In Summary . . . While hardly a "fool-proof" list, the preceding has been successful for some areas of diagnostic imaging. It ensures the effective utilization of a technology in an industry that not only affects health care as a percentage of GDP, it can also make a difference in the lives of patients . . . a far greater cost and benefit.
Paul J. Mirabella spent 30 years at GE Healthcare in capacities ranging from Design Engineer to President and CEO, Global Diagnostic Imaging. He is Chairman and CEO of Naviscan, Inc. a manufacturer of an organ specific molecular imaging systems, currently involved in Breast PET research and commercial distribution. In addition, Paul serves on the Board of several health care companies, the RSNA Research & Education Foundation and Vince Lombardi Charitable Funds, Inc.
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