Welcome from the Design

Team Chair . . . . . . . . . . . . . . . . .2

Negotiate Like a Pro . . . . . . . . . . .3

AHRAEF Imaging Classic . . . . . .4

AHRAEF Fun Run . . . . . . . . . . . . .5

Corrections and Updates . . . . .6-7

Exhibit Hall Information . . . . . . .8

Cast Your Vote in the AHRA

Poster Contest . . . . . . . . . . . . . .8

Strategic Shift: The Hospital

as a Customer . . . . . . . . . . . . .11

Keynote Sessions & Speakers .12

conten

ts

Weekend Kicks Off AHRA’s 39th Annual Meeting & ExpositionAHRA’s 39th Annual Meeting &Exposition is now in full swing. The regis-

tration desk was bustling with activity on Sunday, asattendees picked up their nametags, totebags, andmeeting materials.

Golfers got out on the green bright and early at TexasStar Golf Course for the 13th Annual AHRA EducationFoundation Imaging Classic (more on page 4), whilerunners hit the dirt for the second annual EducationFoundation Fun Run (see page 5). Many attendeeswasted no time getting down to business at the firstsessions of the meeting. Sunday also saw quite a fewattendees heading off to the CRA Exam Workshop toreview domains and try their hands at a practice test.

Several workshops were underway yesterday, includ-ing “Leadership in Imaging Nursing ManagementWorkshop,” and “An ‘End to End’ BusinessPerformance Reappraisal Workshop,” as well as theBasic Management program.

An important reminder for this year’s meeting:Attendees must be on time to a session in order to

be eligible for ARRT CE credit. If you arrive at the

session after the speaker has started, you will not beeligible to receive credit.

The Welcome Reception for New Members and First-Time Attendees, as well as the President’s Receptionwere held Sunday evening, providing an evening filledwith new friendships, great conversation, and plentyof networking opportunities.

AHRA staff are on hand at the member booth in theGaylord Texan Convention Center to answer any

questions you may have, so be sure to stop by. H

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CONVENTION DAILYSponsored bySponsored by

the association for medical imaging management

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Bill Algee2011 Annual Meeting Design Team Chairbalgee@crh.org

CONVENTION DAILY

Editors: EmilyDoutre & DebraMurphy

Contributing

Writers: BillAlgee; HazelHacker, CRA,FAHRA; JimSutton, CRA,FAHRA

Photographer:Harry Butler

© 2011 by AHRA. May not bereproduced in part or wholewithout written consent fromAHRA.

AHRA, 490-B Boston PostRoad, Suite 200, Sudbury,MA 01776www.ahraonline.org

editor

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Good morning and welcome to the 39thAHRA Annual Meeting & Exposition.Hopefully this finds that everyone expe-rienced safe and uneventful travel to thebeautiful Gaylord Texan. As you can tell,Texas is living up to it’s motto,“Everything’s bigger in Texas” – includ-ing the temperature outside. So, for yourenjoyment, we are piping some arctic airinto conference center to keep you niceand comfortable. Heck, you might evenneed a sweater.

We are now well on our way to anotherfantastic four days of education and net-working. Saturday started off with boardmeetings and the CRA Exam Workshop.We ended the day with annual VolunteerReception on Saturday night. Like manyorganizations, AHRA cannot be success-ful without the great membership and itsunselfish acts to help anywhere andeverywhere. There are approximately 50volunteers helping at the sessions withintroductions, time keeping, and scan-ning. You all are the best and we definite-ly could not do it without you.

The AHRA Education Foundation is busysponsoring and fundraising throughoutthe event. They kicked off their effortsSunday morning with a group of fitnessfanatics to participate in the 2nd annualAHRAEF Fun Run in the scorching Texassun! Soon thereafter another groupheaded to Texas Star Golf Course for theImaging Classic Golf Tournament. (Seethe winners on page 4.) I am sure therewill be some tall tales to be told from thatevent.

You may see some new faces this year as

we continue to work with the RBMA andARIN to collaborate and provide learningopportunities structured for their mem-berships as well. This year will also pro-vide some unique opportunities for edu-cation in the form of vendor sponsoredsymposia all four days. These will beaccredited events, as well. The ExhibitHall will be open 11 am-2 pm for you tomeet with vendors, network with yourpeers, and have a great lunch.

You must be scanned in and out of eachsession to receive credit. Like last year,you will receive an email to summarizewhat you have earned for the day. If youhave any problems, please come toDesign Team room in Fort Worth 1 andwe will help you.

What would the annual meeting be with-out some fun? The Welcome Receptionfor New Members and First TimeAttendees went off without a hitch lastnight, followed by the President’sReception. There will be many otheropportunities to network by the pool(have you seen it yet?) and last but cer-tainly not least, the Party at the Ranchon Wednesday evening, when we’ll trans-form the ballroom into a dude ranch. So Ihope you brought your western duds forthe occasion! But even if you didn’t, justcome on down. The Ranch is open toeveryone!

During your stay if you need anything atall, please don’t hesitate to ask one of usin the blue football jerseys and we’ll bemore than glad to help you.

Have a great week! H

AHRA StaffThe following AHRA staff are on site this week. If you have any questions, please feelfree to ask any of them for assistance: Edward Cronin, CEO; Emily Doutre, AssociateEditor; Debra Murphy, Publications Director; Sarah Murray, Executive Assistant;Emily Ryan, Membership Services Manager; and Mike Suddendorf, MarketingDirector.

Welcome from the Design Team Chair

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Negotiate Like A Pro

Opening with this quotefrom Brian Tracy (Chairman

and CEO of Brian TracyInternational, a company specializ-ing in the training and developmentof individuals and organizations),“Your ability to negotiate, communi-cate, influence, and persuade othersto do things is absolutely indispensa-

ble to everything you accomplish in life. The most effec-tive men and women in every area are those who canquite competently organize the cooperation and assis-tance of other people toward the accomplishment ofimportant goals and objectives,” presenter JayMazurowski, CRA, FAHRA expounded on ways to do justthat in his Sunday breakout session, “Negotiate Like aPro.”

The session delivered on its promise to help attendeesrecognize the best alternatives during negotiations,understand the significance of power, time, and informa-tion, and how to use them to your advantage, as well ashow to identify and employ proven negotiating strategies.

Presenting the evolution of these skills in our personallives, from a child negotiating what they want with a tem-per tantrum, to a teenager wheeling and dealing to get alater curfew time, to an adult purchasing a car or askingfor a raise, Mazurowski showed how everyone is a nego-tiator at one time or another.

As radiology administrators, our ability to negotiate like apro is a critical aspect of our job. A key thing to rememberis that negotiating is an art, science, and process, but notan event. Relationships matter in negotiations because inthe world of radiology, our vendor’s staff may change, butcompanies generally do not. Remembering that almosteverything is negotiable, and weighing what’s possibleverses what is probable will serve us well.

Capital purchases made by a team or a sole decisionmaker were discussed. Jay took the group through thesteps of deciding who should handle the negotiations,

By Hazel Hacker, CRA, FAHRA

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what the optimal time is to negotiate, and groundrules for the negotiation itself. “Best Alternativeto a Negotiated Agreement” (BATNA), a theoryfrom the book Getting to Yes, was explained. “Todo” negotiation strategies such as “nibbling” and“flinching” were demonstrated, as well as “not todos,” like being insulting or using foul language.

The session ended with a lesson on closing thedeal and a final review of the characteristics of awin-win negotiation, and based on the reaction ofthe attendees, both sides of this “negotiation”

benefited! H

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Education Foundation Imaging Classic

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Above left: Flight A: Stephan Lopez, B. Kelly Murphy, Greg Traylor, Lynn Keefe. Above right: Flight B: DonSayler, Frank Scherf, Ted Caveglia, Randy Smith. Closest to the pin winners: Mike Albertina and Mike. Perrone

The Education Foundation would like to thank the sponsors above and the AHRA Golf Tournament Committeefor their generous support of the Imaging Classic. Your continued support of the Imaging Classic and Education

Foundation is appreciated! H

Sponsors:

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Education Foundation Fun Run

Place Bib Name Time

1 105 Mike Rhynus 18:102 133 Jason Scott 19:363 119 Sue Raymond 19:384 107 Sarah Lawler 20:145 101 Chris Peck 20:496 117 Ed Pust 22:007 106 Deb Murphy 25:228 118 Brian Galle 26:509 104 Donna Morris 26:5710 102 Alexa McDonald 29:0911 103 Angie McDonald 29:0912 123 Marci Paulk 30:0913 124 Bonnie Standley 32:0914 126 Jeff Palmucci 32:0915 132 Carlos Vasquez 32:0916 131 Gina Winters 33:0117 111 Ed White 33:2918 113 Melody Mulaik 36.5719 116 Peggy Pust 37:3220 110 Brenda DeBastiani 37:3421 109 Anita Tuua 38.1322 130 Merikay Long 38:3823 112 Jenny Studdard 39:3024 114 Tiffany Wixon 39:30

Times

Walkers

2 mile run

Mike Suddendorf (14:52)

Susan HarnsbergerTerry DowdDeb LopezKevin Hendrickson

Terry BucknellLuann CulbrethCheryl PorettiRobbie Edge

Alexa and Angie McDonald completing the 2011 EducationFoundation Fun Run. (Photo by Janice Eurton)

Thirty-three attendees were up brightand early Sunday morning to kick offthe 2nd Annual Fun Run on the GaylordTexan jogging trail. In keeping with the all

inclusive theme of the event, runners, joggers, walk-ers, and rollers alike traversed the 3 mile course attheir own pace.

All proceeds from the Fun Run support the AHRAEducation Foundation and its mission to assist medicalimaging professionals with educational opportunitiesthrough scholarship, research, and educational pro-grams.

Thanks to everyone who came out to support the

AHRA Education Foundation! H

Make a secure donation to theAHRAEF with your smart-

phone using this barcode.

Download the free app at get-

tag.mobi. Then scan your phoneover the barcode to the right.

6 M O N D A Y , A U G U S T 1 5 , 2 0 1 1

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Corrections and UpdatesPlease note the following changes,updates, and corrections to AnnualMeeting sessions, sponsors, andexhibitors.

Sessions

Canceled:Workflow Based StaffingRobin KirschnerMonday 4 pm-5 pmSan Antonio 4-6

It is being replaced by a repeat performance of the fol-lowing session:

Molecular Breast Imaging (MBI): The New Kid onYour BlockBonnie Rush

CEUsPlease note the following was printed erroneously inyesterday’s issue of Convention Daily:

“At the end of every session, the proctor will announcea 4 digit session ID number unique to that session.This number will only be used for validation if youcontact us after the meeting to say that you did notreceive credit for a session you attended so we mayverify that you were actually at that session. A sectionfor recording the session ID number will be included inthe onsite program next to each session, so be sure tosave your program until all your credits have beenverified.”

This practice is no longer in effect; please disregard.

SponsorsCorrections from yesterday’s sponsor listing:

is a Platinum Sponsor.

is a Gold Sponsor.

is a Silver Sponsor

is a Bronze Sponsor

and are ContributingSponsors

Thanks to the following In-Kind sponsors:

Ascendian Healthcare ConsultingAllocade, Inc.Beekley MedicalCentra HealthCoding Strategies, Inc.Covidien Imaging SolutionsFrogDogFujifilm Medical Systems USA, IncGE HealthcareGMI (Global Medical Imaging)HealthHelpThe Health Law Partners, PCHitachi Medical Systems America, Inc.Hologic, Inc.Imaging Economics/Allied Media, LLCInsight ImagingJohnGSelf Associates, Inc.Mednovus SAFESCANMontage Healthcare SolutionsNational Imaging NetworkOttenwess, Allman & Taweel, PLCOutpatient Imaging AffiliatesPhilips HealthcareProvistaRAD-PlanningRegents Health ResourcesSchad Medical ManagementSiemens Healthcare

ExhibitorsThe following exhibitor has been added:

metrasensBooth 830106 Stephen StreetUnit 203Lemont, IL 60439Phone: 630-863-7827Email: info@metrasens.comWebsite: www.metrasens.com

Metrasens developed the first commercially availableFerromagnetic detection product in 2003. We are nowthe leading, global supplier of ferromagnetic detectionsystems, with sales, installation and service in threecontinents.

Metrasens’ Ferroguard® product provides effectiveferromagnetic protection for your patients, equipmentand personnel. Ferroguard® is the most flexible and

. . . continued on page 7

CONVENTION DAILYH

M O N D A Y , A U G U S T 1 5 , 2 0 1 1 7

also the highest sensitivity ferromagnetic systemavailable. It has been designed to be simple to operateand intuitive to work with, raising the level of safetywith greater understanding and increased awarenessas to the presence of potentially dangerous ferrousitems.

AHRA HOT SPOT ExhibitorsThe list of HOT SPOT companies printed in the OnsiteProgram and the Exhibitor Guide and Product/ServiceDirectory was incorrectly printed. The following com-panies will be participating as HOT SPOTS:

Company Booth NumberAgfa HealthCare 1119Aureus Medical Group 918Avero, Inc. 124Bayer HealthCare Pharmaceuticals 709BBC Constructiongroup, Inc. 1108BRIT Systems Inc. 1006Canon USA 702Carestream Health, Inc. 618CODONICS 819

Covidien 510Eastern Diagnostic Imaging, Inc. 928FUJIFILM Medical Systems, USA, Inc. 902GE Healthcare 518Genesis Medical Staffing, Inc. 1132Hitachi Medical Systems America, Inc. 818KenQuest Medical 909Keystrokes Transcription Service 302Konica Minolta Medical Imaging 218Kubtec X-Ray 411MedInformatix, Inc. 509Mednovus, Inc./SAFESCAN Imaging Systems 629Neusoft Medical Systems, USA, Inc. 1029P M G - The Physicians' Billing Specialist 905peerVue, Inc. 1018Philips 804RemitDATA, Inc. 1129Shimadzu Medical Systems USA 502SKY FACTORY 824Sunset Radiology, Inc. 630TeleVox Software Inc. 425Toshiba Medical Systems 116Vital Images 1019West Physics Consulting 418

. . . from page 6

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CONVENTION DAILYH

Exhibit Hall InformationMonday, August 15

11 am – 2 pm: Hall Open(Lunch served in ExhibitHall)Noon – 12:15 pm: HOTSPOT! Drawing1 pm – 1:15 pm: HOT SPOT!DrawingRaffles throughout the day

Tuesday, August 16

11 am – 2:30 pm: Hall Open(Lunch served in ExhibitHall)Noon – 12:15 pm: HOTSPOT! Drawing

1 pm – 1:15 pm: HOT SPOT!DrawingRaffles throughout the day

Wednesday, August 17

11 am – 2:30 pm: Hall Open(Lunch served in ExhibitHall)Noon – 12:15 pm: HOTSPOT! Drawing1 pm – 1:15 pm: HOT SPOT!Drawing1:30 pm: Scavenger HuntDrawing & Announcement

Visit nearly 175 vendors in over135,000 square feet of exhibitspace in Longhorn C-F. Be sure to

visit as many exhibitors as possible to learn

about the latest products and services.

You’ll also have opportunities to win greatprizes in the Exhibit Hall. Many exhibitorsare raffling prizes, and all you have to do isvisit their booth, talk with their staff, haveyour badge scanned, or give them your busi-ness card. Look for the Hot Spot booths andparticipate in the Scavenger Hunt to wincash! While you’re in the hall, please thankthe exhibitors for being an important part ofAHRA’s Annual Meeting and Exposition bybeing a serious shopper and spending timewith them. H

EXHIBIT HALL SCHEDULE

Cast Your Vote in the AHRAPoster ContestStop by the Exhibit Hall to view this year’sposter contest entries and vote for yourfavorite. The theme is "performance improvement" and

entries demonstrate measurable outcomes. Entries will bedisplayed in conjunction with Exhibit Hall hours (see page 7).Presenters will be on hand for questions and discussion from11 AM to 2:30 PM on Monday, Tuesday, and Wednesday.

Attendees are asked to judge posters based on the followingcategories: positive outcomes, creativity, data collectionintegrity, and presentation (appearance). The winner willreceive a complimentary full conference registration for2012, and will be announced on Wednesday, August 17. Allposters will be made available on AHRA’s website after theAnnual Meeting so all members can benefit from the informa-tion presented.

Stop by to view the entries, take away ideas, and vote foryour favorite at the computer kiosk located near the poster

boards in the Exhibit Hall. H

The Evolution continues…

A star studded lineup including the best selling mobile Evolution series, analog and high powered DR, as well as the 2010 “Best in KLAS” RadSPEED DR table system.

...evolving the science of imaging.

th th

olving the scienve...

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�e Mayan calendar ends in 2012... so will your reimbursements if you aren’t accredited.

Don’t run out of time.Visit West Physics Consulting today!!!

AHRA 2011Dallas, TX

Booth #4182008-2010

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Strategic Shift: The Hospital as a Customer

According to Patricia Kroken,FACMPE, FRMBA, CRA ofHealthcare ResourceProviders, LLC, presenter ofSunday’s session, “StrategicShift: The Hospital as aCustomer,” the business envi-ronment between radiologypractices and hospitals has

shifted dramatically, resulting in increased numbersof radiology practices being terminated from long-standing contractual relationships with their hospi-tals. (The session was delivered from the perspectiveof the radiology practice.)

Kroken explained that the evolution of teleradiologyhas changed the rules between radiology practicesand hospitals. It has raised the bar for service expec-tations, such as rapid report turnaround times, theuse of technology (eg, physicians and ER can reviewimages and reports), improved accessibility, and theavailability of the radiologist for consults. And telera-diology companies specialize in high service levels. Sounless your practice’s service levels meet or exceedthose of the outsourced company, you may have intro-duced the hospital to a new level of service expecta-tions and possibly your replacement. Thus, remotereads introduces a new business dynamic to the prac-tice/hospital relationship.

There is also the quality of the hospital setting to con-sider. For example, do your radiologists providereports dictated promptly and results of significantfindings? Are their reports signed promptly? Is thereconsistent participation in QA? In hospital settings,techs aren’t turned away, and there is cooperation intechnology initiatives, such as voice recognition, andparticipation of hospital and medical staff committees.

For many radiology groups, the hospital(s) can repre-sent more than 80% of revenue. So the hospital willroll the dice on its relationship with the practice.Remember, medical staff and community loyalty is nota lock. Hospitals expect quality in terms of service lev-

els and participation. So the question is, if hospitalshave shown they are willing to pull the trigger to endan agreement, is your radiology practice willing torisk playing hardball?

Radiology practices need to shift their view of the hos-pitals, and see them as customers. So how would avendor treat its largest customer? Would the cus-tomer get special attention? Could the customerexpect higher service levels? Would the vendor striveto partner with the customer for long term success? To save the relationship, group leaders need to recog-nize and lay out the reality of the relationship to thepractice. They must review the professional serviceagreement (PSA) for areas that need to be addressed.Leaders must consider the hospital’s financial condi-tion in terms of radiology. Where is it losing income/cases? Are you asking for financial support from thehospital? Where does the group participate (or not)?

Make the first move. The hospital is a valued cus-tomer. As in life, both sides must be committed tomaking a relationship work. Consider requesting ameeting with hospital administration and expressyour willingness to partner with them.

Suggest a joint operating committee concept involvingpractice leadership, hospital administration, anddepartments like IT, medical records, and QA. Setgoals and projects for the committee for items such asstrategic planning, process improvement, communica-tion, turnaround times, etc. Going forward, follow upon promises and projects, market to the hospital, andpay attention to details in your PSA. And definitelymake sure your service levels surpass those of the tel-erad company!

To survive and thrive in the future, practices mustlearn to view life from the hospital’s perspective andmove to a collaborative role/partnership with hospi-

tals. H

By Jim Sutton, CRA, FAHRA

Monday’s AGENDA

Exhibitor Symposium: Dear Patient, You’ve BeenExposed: The Threat of Syringe Reuse and UnsafeInjection Practices

7:45 am – 8:45 am (Texas C)Generously sponsored by

Continental Breakfast

7:30 am – 9:00 am (Center Prefunction)

Executive Track

8:30 am - 5:30 pm (Dallas 1)

Grand Opening Ceremony and Keynote

9:00 am – 11:00 am (Texas A-B)• Inspired CareGenerously sponsored by

Exhibit Hall Open 11:00 am – 2:00 pm

(Longhorn C-F)Lunch served Noon – 1:30 PM

Basic Management Track 2 pm - 5 pm(Texas 1)

Expanded Sessions 2:00 pm – 5:00 pm

• The Extraordinary Workplace: EssentialCommunications for Managers (Texas 2-3)• Joint Commission 2011-2012 Update for HospitalImaging Departments (Texas C)

Breakout Sessions 2:00 pm – 3:30 pm

• Best Practices in Compliance (San Antonio 1-3) • Achieving Better Results With Your ReducedMarketing Spend (San Antonio 4-6)• What Every Radiology Administrator Should KnowAbout Coding and Compliance (Texas 4-6)• Archive Management: Migration Issues to Petabytes(Dallas 5-7)• Intermountain Healthcare: An Imaging StrategicPlan Part 1 (Texas AB)

Beverage Break 3:30 pm – 4:00 pm

Breakout Sessions 4:00 pm – 5:00 pm

• Healthcare Reform v. 2011: The Impact on thePractice of Radiology (Room)• Molecular Breast Imaging (MBI): The New Kid onYour Block (San Antonio 4-6)• Kiosk Technology: Views from an Early Adopter(Texas 4-6)• The Good, the Bad, the Indifferent, and the “Way-OutTheres” (Dallas 5-7)• Nuclear Medicine 102: More Questions You Were NotGoing to Ask (Fort Worth 5-7)

Exhibitor Symposium: Introducing 3D BreastTomosynthesis into Clinical Practice: AnAdministrator’s Perspective

5:30 pm – 6:30 pm (Texas C)Generously sponsored by

CONVENTION DAILY

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