Conditional Formatting a Pivot Table Where X Equals Y

How would I apply a conditional format to an Excel 2010 pivot table to flag cells where the row title equals the field heading?

I am trying to identify physician specialists who referred patients to themselves.  In those cases, the title of the row will equal the label of the field heading.

Doug in York PA

(The format I selected was BOLD, DARK RED FONT, STRIKETHROUGH).