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BackTable / VI / Podcast / Episode #143

Better Marketing Strategies

with Dianne Keen

We chat with seasoned Marketing Director Dianne Keen about the strategies that are helping doctors build sustainable practices, add service lines, and work toward patient-centered collaborative care with referring providers. Listen to learn about Dianne's "Trifecta" approach!

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Better Marketing Strategies with Dianne Keen on the BackTable VI Podcast)
Ep 143 Better Marketing Strategies with Dianne Keen
00:00 / 01:04

BackTable, LLC (Producer). (2021, July 19). Ep. 143 – Better Marketing Strategies [Audio podcast]. Retrieved from

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Podcast Contributors

Dianne Keen discusses Better Marketing Strategies on the BackTable 143 Podcast

Dianne Keen

Dianne Keen is the director of marketing and business development at Radiology Partners / Northside Radiology Associates.

Dr. Aaron Fritts discusses Better Marketing Strategies on the BackTable 143 Podcast

Dr. Aaron Fritts

Dr. Aaron Fritts is a Co-Founder of BackTable and a practicing interventional radiologist in Dallas, Texas.


In this episode, radiology marketing director Dianne Keen and our host Dr. Aaron Fritts delve into effective marketing strategies for IR practices. Throughout the episode, they emphasize the need to educate referring physicians and patients about how IR services can help them.

Dianne describes her “IR Practice Growth Trifecta” as a framework for success. All three parts-- the IR, the clinic infrastructure, and the marketing talent, are essential for communicating with colleagues and patients. Dianne emphasizes the importance of finding a marketing specialist who is knowledgeable about the field of IR, and specifically, details about the procedures that they are marketing. She encourages IRs to invite marketing specialists to shadow them in the lab and the clinic to build this knowledge.

To build relationships with referring doctors, it is important to identify receptive doctors in each specialty and stay in touch with them regularly. Dianne recommends focusing on the most relevant procedures to their practices, sending updates about their patients, and avoiding divisive messaging between referring doctors and their patients.

Finally, we discuss marketing channels and ways to embrace new forms of patient engagement, such as social media. Overall, marketing should be well-crafted and succinct, whether it is transmitted through social media, print, or community events.


Northside Radiology Associates:

SIR Toolkit for “Developing Your Practice”:

Disclaimer: The Materials available on are for informational and educational purposes only and are not a substitute for the professional judgment of a healthcare professional in diagnosing and treating patients. The opinions expressed by participants of the BackTable Podcast belong solely to the participants, and do not necessarily reflect the views of BackTable.

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