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Rebranding Radiology and Shaping Your Story - Two Case Studies

The American College of Radiology (ACR) recently published two case studies online about the UMass Department of Radiology. They will be shared throughout the ACR networks.

Rebranding Radiology

Rebranding RadiologyRadiologists at the UMass Chan Medical School reinvent their programs to give students and colleagues a deeper appreciation for what it really means to be a radiologist. This case study features discussions by Department Chair Max Rosen, MD, MPH; Radiology Vice Chair for Education Carolynn DeBenedectis, MD; and Director of Undergraduation Medical Education in Radiology, Christopher Cerniglia, DO.

Key Takeaways

  • Radiologists at the UMass Chan Medical School (UMMS) have become strong brand champions, advocating and acting to change perceptions about the specialty among students and clinical colleagues.
  • The imaging department has leveraged opportunities to rebrand radiology through curricula, labs, patient communication skills training, radiology interest groups, and mentorship.
  • Their efforts to demonstrate radiology’s true value in patient care resulted in the highest number of students ever matching into radiology, including more women.

PDF – Rebranding Radiology


Shaping Your Story

Shaping Your Story"A radiologist in Massachusetts strives to rebrand radiology and winds up simultaneously building her own personal brand." This case study is about Dr. Carolynn DeBenedectis, Radiology Vice Chair for Education and Director of the Radiology Residency Program.

Key Takeaways

  • A radiologist at the University of Massachusetts Medical School set out to change misperceptions of the specialty among medical students and clinical colleagues. 
  • By collaborating on a committee to create a curriculum focused on communicating with patients, she began rebranding radiology and also established a personal brand for patient communications. 
  • To expand her local brand as a radiology changemaker, she shares her passion for patient-centered care and diversity in radiology at the national level.

PDF – Shaping Your Story