Journal of the American College of Radiology
Volume 5, Issue 12 , Pages 1200-1205 , December 2008

Image GentlySM: A National Education and Communication Campaign in Radiology Using the Science of Social Marketing

  • Marilyn J. Goske, MD

      Affiliations

    • Department of Radiology, Cincinnati Children's Hospital Medical Center, University of Cincinnati, College of Medicine, Cincinnati, Ohio
    • Corresponding Author InformationCorresponding author and reprints: Marilyn J. Goske, MD, Cincinnati Children's Hospital Medical Center, University of Cincinnati, College of Medicine, Department of Radiology, MLC 5031, 3333 Burnet Ave, Cincinnati, OH 45229-3039
    • ,
  • Kimberly E. Applegate, MD, MS

      Affiliations

    • Department of Radiology, Riley Hospital for Children, Indianapolis, Indiana
    • ,
  • Jennifer Boylan, MA

      Affiliations

    • American College of Radiology, Reston, Virginia
    • ,
  • Priscilla F. Butler, MS

      Affiliations

    • American College of Radiology, Reston, Virginia
    • ,
  • Michael J. Callahan, MD

      Affiliations

    • Department of Radiology, Children's Hospital, Boston, Massachusetts
    • ,
  • Brian D. Coley, MD

      Affiliations

    • Department of Radiology, Nationwide Children's Hospital, Columbus, Ohio
    • ,
  • Shawn Farley

      Affiliations

    • American College of Radiology, Reston, Virginia
    • ,
  • Donald P. Frush, MD

      Affiliations

    • Division of Pediatric Radiology, Duke University Medical Center, Durham, North Carolina
    • ,
  • Marta Hernanz-Schulman, MD

      Affiliations

    • Department of Diagnostic Imaging, Vanderbilt Children's Hospital, Nashville, Tennessee
    • ,
  • Diego Jaramillo, MD, MPH

      Affiliations

    • Department of Radiology, Children's Hospital, Philadelphia, Pennsylvania
    • ,
  • Neil D. Johnson, MD

      Affiliations

    • Department of Radiology, Cincinnati Children's Hospital Medical Center, University of Cincinnati, College of Medicine, Cincinnati, Ohio
    • ,
  • Sue C. Kaste, DO

      Affiliations

    • Department of Radiological Science, Division of Diagnostic Imaging, St. Jude Children's Research Hospital, Memphis, Tennessee
    • ,
  • Gregory Morrison, CAE, MA, RT(R), CNMT

      Affiliations

    • American Society of Radiologic Technologists, Albuquerque, New Mexico
    • ,
  • Keith J. Strauss, MS

      Affiliations

    • Department of Radiology, Children's Hospital, Boston, Massachusetts
    • ,
  • Alliance for Radiation Safety in Pediatric Imaging

References 

  1. Kurtz S, Silverman J, Draper J. The “why”: rationale for communication skills teaching and learning. In:  Kurtz S,  Silverman J,  Draper J editor. Teaching and Learning communication skills in medicine. Oxford, UK: Radcliff Medical Press; 1998;p. 3–13
  2. Buckbinder R, Gross D, Werner EL, et al. Understanding the characteristics of effective mass media campaigns for back pain and methodological challenges in evaluating their effects. Spine. 2008;33:74–80
  3. Kotler P, Roberto N, Lee N. Defining social marketing. In: 2nd ed.. Thousand Oaks, CA: Sage; 2002;p. 4–26
  4. Vogel VG, Peters GN, Evans WP. Design and conduct of a low-cost mammography screening project: experience of the American Cancer Society, Texas Division. AJR Am J Roentgenol. 1992;158:51–54
  5. Thompson RS, Kirz HL, Gold RA. Changes in physician behavior and cost saving associated with organizational recommendations on the use or routine chest x-rays and multichannel blood tests. Prev Med. 1983;12:385–396
  6. Werner EL, Gross DP, Stein AL, et al. Healthcare provider back pain beliefs unaffected by a media campaign. Scand J Prim Health. 2008;26:50–56
  7. Andreasen A. The role of social marketing. In:  Andreasen A editors. Social marketing in the 21st century. Thousand Oaks, CA: Sage; 2006;p. 87–107
  8. Fishbein M, Yzer MC. Using theory to design effective health behavior interventions. Comm Theory. 2003;13:164–183
  9. Weinrich N. Hands on social marketing: a step by step guide. Thousand Oaks, CA: Sage; 1999;
  10. Goske MJ, Applegate KE, Boylan J, et al. The “Image Gently” campaign: increasing CT radiation dose awareness through a national education and awareness program. Pediatr Radiol. 2008;38:265–269
  11. Goske MJ, Applegate KE, Boylan J, et al. The Image Gently campaign: working together to change practice. AJR Am J Roentgenol. 2008;190:273–274
  12. Frush D, Goske MJ, Schulman M. Rebuttal letter to Brenner article, CT radiation risks in children. N Engl J Med. 2008;358:850–853
  13. Redman S, Spencer E, Sanson-Fisher RW. The role of mass media in changed health-related behavior: a critical appraisal of two methods. Health Prom Int. 1990;5:85–101
  14. Woby S, Watson PJ, Roach NK, et al. Are changes in fear-avoidance beliefs, catastrophizing, and appraisals of control, predictive of changes in chronic low back pain and disability?. Eur J Pain. 2004;8:201–210
  15. Cram P, Fendrick M, Inadomi J, et al. The impact of a celebrity promotional campaign on the use of colon cancer screening: the Katie Couric effect. Arch Intern Med. 2003;163:1601–1605
  16. Arch ME, Frush DP. Pediatric Body MDCT: a 5-year follow-up survey of scanning parameters used by pediatric radiologists. AJR. 2008;191:611–617

 This work was funded with an unrestricted education grant from GE Healthcare, Milwaukee, Wisconsin.

PII: S1546-1440(08)00312-8

doi: 10.1016/j.jacr.2008.06.007

Journal of the American College of Radiology
Volume 5, Issue 12 , Pages 1200-1205 , December 2008

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