The Economics & Commoditization of Payment Models

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One of the uglier words in business parlance. By definition it means that your product or service has no differentiating features within its markets other than price. There has been a great deal of discussion in the recent literature of how radiology has (or will soon) become a commodity. This view appears to reach to some of the highest echelons of not only the government but also corporate and academic institutions.

In this session, we will explore the factors that can lead to commodity behavior in a market and discuss the hazards of becoming commoditized. We will close with examples from inside and outside radiology of how to de-commoditize a good or service in the marketplace.

Learning Objectives:

  • Understand what a commodity is and why becoming one would be a failure for radiologists
  • Use business case studies to understand why commoditization is not inevitable and how it can be prevented in modern diagnostic imaging.
  • Discuss personal and group strategies for differentiation and de-commoditization using innovative service, high commitments to quality, and technology. 
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