The unexpected value of branding in radiology

Branding is important for imaging practices as well as individual radiologists, according to James A. Brink, MD, radiologist-in-chief at Massachusetts General Hospital.

Writing for the American College of Radiology’s Bulletin blog, Brink relays how the Department of Radiology at Mass General is publicly known as MGH Imaging, in part to assuage patient concerns about radiation. However, MGH understands the need for occasional re-evaluation, wrote Brink.

“As concerns about radiation continue to fade with further reductions in radiation dose, it may be important for us to reexamine our brand from time to time to ensure that we are addressing the current social mores and standards of the day,” he wrote.

The same core principles used in branding corporations or organizations can be applied to the individual radiologist as well. Brink chose “collaborative leadership with strong emphases on respect, empathy, and inclusion,” noting that those values were not present in himself the day he graduated med school.

“Rather, they have been informed and developed from numerous experiences and lessons learned that date back to formative years,” wrote Brink. 

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