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community
newsletters, radio and television stations, etc.). In addition,
accredited laboratories may choose to utilize the text within
the press release for the creation of other promotional efforts
including advertisements, brochures, letters to referring physicians
and internal newsletters. Laboratories are not required to send
drafts of ads or other promotional materials to the ICANL for
review; however, our marketing department will be happy to review
your promotional materials and answer any questions you may
have.
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press
releases vs. advertising:
what is the difference?
PRESS
RELEASES |
ADVERTISING |
1. Press
releases are developed to deliver story ideas to reporters;
if published, articles appear at no charge to the
featured laboratory |
1. A
fee is charged to run ads |
2. Whether
information is published depends on the editorial
staff |
2. The
laboratory knows exactly when their ad will air or
be printed |
3. The
laboratory has no control over how the media presents
its information |
3. The
laboratory has creative control |
4. A
press release about a newsworthy event is only submitted
once, at the time it occurs |
4. The
laboratory can run its ad over and over |
5. When
published, the laboratory's information is viewed
differently due to it being delivered by a third party
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5. Consumers
know they are being sold something with ads |
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PRINTING
THE ICANL ACCREDITED LABORATORY LOGO
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A
special version of the ICANL logo has been designed specifically
for use by accredited laboratories. The logo is provided
on CD to each accredited facility, for use by laboratory
staff or to provide to marketing and communications professionals.
Accredited laboratories are encouraged to place this logo
within their final reports, and to have it printed on
the laboratory's
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letterhead,
business cards and any other informational materials.
Beyond printed pieces, there are many creative uses for
imprinting the accredited laboratory logo; some laboratories
have chosen to have it embroidered on staff lab coats
or include it within slide presentations when giving clinical
lectures at regional and national conferences.
>>
A view of the glass doors at
ProHealth Care Associates, LLP,
of Lake Success, New York.
This entryway is just one more
example of how to communicate
your accreditation status to
patients who visit your facility.
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INTEGRATING
ACCREDITATION INFORMATION
WITH ONLINE COMMUNICATIONS
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More
and more, health care organizations are taking advantage
of online communications to provide patient information
and details about their services. Patients utilize websites
for information as simple as directions and parking to detailed
information on what to expect while undergoing their studies.
Websites provide an excellent mechanism for laboratories
to educate patients about their accreditation status and
set themselves apart, especially in highly competitive markets.
The example to the left, from Saint Thomas Cardiology Consultants,
P.C. of Nashville, Tennessee, exemplifies how a "Patient
Education and Information" section of a website is
a perfect fit for featuring information on accreditation.
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The
ICANL website features a listing of accredited
laboratories, allowing anyone to search for accredited facilities
by state, viewing the specific areas in which accreditation
has been granted (i.e., RMPI, ERNA, General Nuclear Medicine
and/or PET), along with the facility's street address and expiration
date.
Whether
laboratories choose to embark on a widespread marketing campaign
or implement a few simple promotional techniques, communication
of the laboratory's accreditation status is a step that should
not be overlooked when seeking to experience the full spectrum
of benefits associated with accreditation.
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