Inside News

25 / 68

Volume 12 No 4 I September 2016 25
Profile and Presence
The Faculty of Clinical Radiology
established the Media and Profile
Working Group in 2015 with the
aim of raising the profile of clinical
radiology among patients, consumers,
other healthcare professionals and
governments in Australia and New
Zealand. Chaired by A/Prof Rajeev Jyoti,
the working group’s target is to increase
awareness about the specialty of clinical
radiology by working towards the
following three main objectives:
• To manage the Profile of the Clinical
Radiologist Project, expanding it as
appropriate
• To develop and manage the
International Day of Radiology
campaign, expanding it as
appropriate
• To facilitate media and other
opportunities to raise the profile and
awareness of clinical radiology.
Profile of the Clinical Radiologist
Project
The President introduced this project
in the June edition of Inside News.
Commissioned by the Faculty of Clinical
Radiology in 2015 and conducted by
Hill+Knowlton Strategies, the report on
the Profile of the Clinical Radiologist
involved research into the perceptions
held by consumers and referrers and the
level of awareness and understanding
of the role of clinical radiologists among
these groups. The research also tested
the hypothesis that clinical radiologists
are undervalued.
Overall findings indicated significantly
more positive views of radiologists
from these groups, compared to the
perception that clinical radiologists
held of themselves. For example, over
90 per cent of referrers (mainly GPs
and surgeons) perceived radiologists
positively as fellow clinicians, rating
them as ‘excellent’ or ‘adequate’ and
acknowledging their respect for the
specialist advice in contribution to
patient care.
Based on the findings from the research,
Hill+Knowlton has provided the Media
and Profile Working Group with a
number of key recommendations for
improving communication with referral
groups and consumers, to raise the
profile and shape perceptions about
the specialty’s role in the medical
community as well as ideas on how to
encourage clinical radiologists to take
ownership of their own profile in their
local patient and referrer communities.
The Media and Profile Working
Group has begun its work on these
recommendations by identifying areas
for collaboration with other established
College bodies, such as the Faculty of
Radiation Oncology’s Media and Profile
Committee and the Safety Quality and
Standards Committee which oversees
InsideRadiology and Choosing Wisely.
The intention is to leverage established
resources within the College to support
these goals in conjunction with College
policy and advocacy staff.
The working group is seeking input from
members, with any stories of innovation
or of special interest for potential media
use, particularly those which illustrate
the role and value of clinical radiologists
in the healthcare system. For further
information, contact Ms Neena Mairata,
Senior Advocacy Officer via
International Day of Radiology
The International Day of Radiology
(IDoR) is observed on 8 November
annually to celebrate the anniversary of
Wilhelm Conrad Roentgen’s discovery of
the existence of X-rays in 1895.
The annual event is celebrated around
the world to build a greater awareness
of the importance of radiology in
the community and the significant
advances that have been achieved in the
healthcare system through diagnostic
imaging.
The theme for 2016 is breast imaging.
College policy and advocacy staff
have been working in partnership with
the Australian Diagnostic Imaging
Association (ADIA) and the Peak
Imaging Coalition (PIC) to arrange a
parliamentary event during the week
of IDoR, with a view to delivering a
‘call to action’ for the government to
address the issues of barriers to access
for patients and the lack of funding for
breast imaging.
To celebrate IDoR 2016, the College
will play an active role in encouraging
radiologists and practices in Australia
and New Zealand to promote their
work. The College, in collaboration
with the PIC, will produce promotional
and educational material on the role
of the clinical radiologist and other
members of the radiology team, as well
as information on a patient’s breast
imaging journey, for radiology practices
to distribute to referrers and members
of the public in their practices.
The College encourages all members
to get involved in IDoR 2016. If you
would like to receive a promotional
pack containing IDoR resources, please
contact Sharon Connolly, Projects Officer
for the Faculty of Clinical Radiology via
Expressions of Interest are still open for
membership to the Faculty of Clinical
Radiology Media and Profile Working
Group, as the group is seeking to
achieve representation from as many
areas of Australia and New Zealand as
possible.
Faculty of Clinical Radiology Media
and Profile Working Group
If you have any questions or
comments about this article, please
contact Neena Mairata, Senior
Advocacy Officer, Faculty of Clinical
Radiology on