Face of Radiology campaign.

This paper outlines the efforts of the American College of Radiology to understand the public perception of radiologists and to effect change in that perception. Through focus groups, in-depth interviews with Capitol Hill staff members, and national telephone surveys, it was found that the public is unaware of the education and training radiologists receive and does not understand that radiologists are physicians and experts in medical imaging. An internal and external marketing campaign was carried out in test markets, and it was found that awareness and attitudes can be changed. The American College of Radiology has taken a leadership role in attempting to change the perception of radiology at the national level.