A Conversation with Dr. Jon Masur: Radiology in a Changing Era
Dr. Jon Masur is a radiologist with a career spanning academic research centers, private practices, and teleradiology. We spoke with Dr. Masur about how technology, workflows, and the business of medicine are reshaping radiology.
Q: Can you tell me a bit about your career path and what drew you to radiology?
Radiology appealed to me because of its breadth and central role in patient care — every specialty relies on imaging at some point.
Q: How did you first get involved with Sirona Medical?
I’ve been working with Sirona for about five years. When I first came to understand their mission, the promise was self-evident: I could adapt their platform to my current tech stack and my needs. That appealed to me.
Q: How has your approach to reading studies changed in recent years?
We’re in a “perfect storm” of change. On one side, there’s the corporatization of medicine — non-clinicians running financial operations, optimizing for cost in ways that may not always benefit physicians. On the other hand, there’s the sheer volume of imaging, with more studies, modalities, and data per patient than ever. Private practice is evolving; images need to be read quickly, and physical location matters less than the radiologist’s availability.
The pandemic may have accelerated this. Brick-and-mortar experiences have changed for all of us, and more radiologists and practices are seeing the benefits for both physicians and patients of moving toward teleradiology or teleradiology-adjacent models.
Q: What are the biggest challenges to delivering personalized care?
Access to context. Having prior imaging, longitudinal history, and real-time data is critical. Without it, you’re working in a vacuum. When that information is integrated into your workflow, it can change outcomes.
Q: How does Sirona’s platform fit into your daily work?
Sirona’s flexibility is its greatest strength. Traditionally, I have been hardwired into one practice. But let’s say a change occurs in practice structure, a new population needs radiologist access, an additional opportunity arises, etc. I will open the Sirona application, have our integrations team set up my profile on the site, and I will be able to read cases in 90 minutes instead of 90 days. Okay, 90 minutes is an exaggeration with credentialing, but you get the idea.
Radiologists are skeptical — especially when you try to convince them your PACS is “better.” What’s unique about Sirona is that the system is pliable enough to adapt to whatever comes next: practice mergers, third-party partnerships, new AI tools, changes in legislation, etc.
Q: Any specific features that stand out?
The ability to quickly integrate third-party tools and customize the reading environment. We don’t know exactly what AI or legislation will bring, but Sirona can bring new capabilities online instantly. That makes a huge difference.
Q: What trends will shape radiology in the next five years?
AI will find its place, but probably not in the sweeping, job-replacing way that was predicted when I was in med school (2009–2013). Back then, people told me not to go into radiology because AI would soon be able to read all the cases. That fear led to a shortage of radiologists. In reality, imaging volumes are skyrocketing, and AI is far from providing the expertise required for safe patient care.
I think we’ll see useful applications in academic settings — such as radiogenomics — but the more immediate demand is for improved workflow, faster access to priors, and more personalized reading environments.
Q: How can technology like Sirona’s help with burnout?
It’s about lifestyle flexibility. Imagine reading for seven hours at one site, then having the freedom to work out or attend your kid’s flag football game, and coming home to read for another site if desired, without losing productivity. Tools that adapt to your life and practice can prevent burnout before it starts, while also allowing larger patient populations greater access to a radiologist.
Q: What’s one thing you wish more people understood about radiologists?
We’re not just “in the darkroom.” We’re integral to patient care, and the work is far more dynamic and collaborative than people realize.Q: What advice would you give to new radiologists?
Don’t let the fear of technology hold you back from entering the field. Medicine changes slowly — legislation lags 10, 20, even 30 years behind tech. In my 15 years of medical training and practice, the “AI takeover” has yet to materialize. Focus on adaptability and remember that tools exist to enhance you, not replace you.