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Win-Win Negotiation: The New Reality of Hospital-Radiology Partnerships

In today’s healthcare landscape, radiology groups face unprecedented economic challenges that have fundamentally altered the traditional relationships between radiologists and hospitals. Recent data and industry trends reveal why savvy practice leaders must now approach hospital contract negotiations with both strategic vision and collaborative spirit.

The Changing Radiology Landscape

The data tells a compelling story: while radiologist productivity continues to climb (increasing from approximately 11,600 RVUs per FTE in 2015 to over 13,000 in 2024), the economic reality has shifted dramatically. Revenue per RVU has steadily declined, creating a troubling economic equation for radiology practices.

Meanwhile, the nationwide radiologist shortage has intensified. According to recent forecasts from Medicus Healthcare Solutions, radiologist demand is projected to outpace supply by approximately 5% and growing through 2034. This supply-demand imbalance is driving compensation upward, with median total compensation now ranging between $550,000-$900,000 annually.

The Broken “Compact”

Historically, radiologists and hospitals operated under an unwritten agreement: in exchange for exclusive hospital contracts, radiologists would perform all clinical, non-clinical, and administrative services—subsidizing unprofitable work through diagnostic imaging revenue without additional hospital compensation.

This compact is no longer sustainable, and here’s why:

  1. Medicare reimbursement has failed to keep pace with inflation, creating a widening gap with commercial rates while the Medicare population continues to grow
  2. Emergency department volume has increased significantly, often with low or no reimbursement
  3. Overall imaging volume continues to rise while reimbursement per RVU remains stagnant or falls
  4. Radiologist compensation demands have increased substantially due to nationwide shortages
  5. After-hours coverage models have become increasingly unsustainable

The Financial Reality

Our analysis of current market data reveals several key insights:

  • Median WORK RVUs per FTE for radiologists now stand at 10,693 (75th percentile: 13,260)
  • Median compensation per work RVU is $54.43 (75th percentile: $67.22)
  • Median total compensation per FTE has reached $553,861 (75th percentile: $664,161)

For specialty radiology groups like SMSC, the figures are even higher, with median total compensation per FTE at $605,515 (75th percentile: $723,400).

The economic model for a typical radiology group illustrates the challenge. In our sample analysis of a diagnostic radiology practice:

  • Total revenue: $25,174,696
  • Total provider & operating expenses: $31,493,305
  • Resulting deficit requiring hospital support: $6,318,609

This deficit represents approximately $195,441 per radiologist FTE needed in hospital support to maintain a sustainable practice.

Win-Win Negotiation Strategies

Today’s successful radiology leaders recognize that sustainable partnerships require transparent financial discussions with hospital administration. Rather than adversarial negotiations, our experience suggests focusing on creating value-based partnerships.

Aggregate Approach

  • Cost-Basis Models: Similar to anesthesiology contracts, these establish comprehensive support based on total practice economics

Piecemeal Approach

  • Radiologist Recruitment Support: Assistance with signing bonuses and relocation expenses
  • Interventional Radiology Support: Separate negotiations for IR call coverage and service lines
  • Administrative Compensation: Support for medical directors and participation in multidisciplinary conferences
  • Emergency Department Coverage: Support for low/no-pay emergency services
  • Advanced Practice Provider Support: Funding for APPs to extend radiologist capacity

The Path Forward

Hospital financial support for radiology groups now typically ranges between $100,000-$300,000 per radiologist FTE, varying based on payor mix, service offerings, and subspecialty requirements.

Most importantly, these arrangements should be viewed not as subsidies but as strategic investments in quality care. When radiology and hospital leaders approach negotiations with transparency and a commitment to shared success, both parties—and ultimately patients—benefit from sustainable, high-quality imaging services.

By recognizing the economic realities facing modern radiology practices and approaching contract negotiations with data-driven insights, forward-thinking organizations can create win-win partnerships that will weather the continuing challenges in healthcare delivery.


This blog post is based on a presentation by David Landry, CEO of Spectrum Management Services Company, drawing on data from national radiology compensation surveys and practice experience across multiple states.

The Business Case for Strategic Marketing in Healthcare

Why Managing Your Brand is Non-Negotiable for Medical Practices

When healthcare professionals hear the terms “marketing” and “branding,” many envision superficial elements like advertisements, logos, or website color schemes. This limited perspective misses the profound impact that strategic marketing and intentional branding have on a medical practice’s success.

At its core, your brand isn’t just what you say about yourself—it’s the complete experience and perception held by everyone who interacts with your practice. It’s your reputation and identity combined.

Your Brand Already Exists—Whether You Manage It or Not

Consider what shapes your practice’s reputation:

  • How your staff answers the phone creates impressions about accessibility and care quality
  • Response time to referring physician calls defines your reputation for reliability
  • The cleanliness of your facility influences assumptions about your technical standards
  • Clarity in billing practices affects overall satisfaction regardless of clinical excellence
  • Ease of scheduling appointments forms impressions about patient-centeredness

Each of these touchpoints contributes to your brand, with or without your conscious direction. The question isn’t whether you have a brand—it’s whether you’re strategically managing it.

Marketing: Translating Clinical Excellence into Business Growth

Marketing isn’t separate from your clinical operations—it’s the strategic process of communicating your value to the right people at the right time. Effective marketing helps you:

  • Educate referring physicians about your specialized capabilities and expertise
  • Set expectations and reduce anxiety for patients before procedures
  • Maintain visibility and relevance in your community
  • Translate technical excellence into language each audience understands and values

The Language of Value

The language of marketing transforms clinical capabilities into meaningful benefits:

Clinical CapabilityMarketing Language
3T MRI with advanced protocols“Higher diagnostic confidence for complex cases”
Subspecialty-trained radiologists“Expert interpretation by specialists in your specific condition”
Same-day scheduling“We respect your time with convenient, prompt care”

The Business Case: Marketing’s Impact on Your Bottom Line

The numbers make a compelling case for strategic marketing investment:

Referral Growth

  • Studies confirm that referring physicians send patients to imaging centers they recall first and trust most
  • Strategic communication with referral sources keeps your practice top-of-mind

Patient Retention and Satisfaction

  • A mere 5% increase in patient retention through improved communication can increase profits by 25-95%
  • Well-informed patients arrive prepared, reducing rescheduling and workflow disruptions
  • Clear messaging reduces time staff spend explaining basic information

Competitive Differentiation

  • Clear brand positioning helps distinguish your practice in increasingly competitive markets
  • Consistent brand messaging aligns team members around common goals and values

Online Reputation Management

  • 88% of patients research healthcare providers online before booking
  • One negative review can deter up to 30 potential patients
  • Proactive brand management helps buffer against occasional service failures

Return on Investment

  • Strategic marketing typically yields 3-5x ROI for healthcare practices
  • Digital marketing channels provide measurable metrics to demonstrate effectiveness
  • Brand awareness creates compounding value over time, unlike one-time operational investments

The Strategic Choice

The reality is that your healthcare organization is engaging in marketing whether intentionally or not. Every patient interaction, every referral conversation, and every online review shapes your brand. The question is: are you directing this narrative strategically, or leaving it to chance?

Strategic marketing isn’t just a nice-to-have—it’s a business imperative that transforms clinical excellence into sustainable growth, patient loyalty, and community trust.

If you have any questions about the topics covered in this blog post, please email Katie Brunelle directly here.

Watch the video.