At the 2013 annual meeting of the AHRA, held in Minneapolis, Minnesota, Chad Calendine, MD, CMO of Optimal Radiology Partners, presented “Radiologist As the Chief Marketing Officer” on July 28. The focus of his session was how radiology groups can enhance their value and visibility to the rest of the health-care continuum; Calendine believes that radiologists should more aggressively market themselves to stakeholders ranging from patients and referring clinicians to hospital administration.