Originally Published MX November/December 2005

TOPSPIN

Establishing a speakers bureau can help medical device manufacturers build credibility with a receptive audience.

Catherine M. Wolfe

Word-of-mouth marketing can be a promoter's dream come true. The trick is figuring out how and when to use this marketing tool successfully.Last year, diagnostic imaging systems provider Toshiba America Medical Systems Inc. (Tustin, CA) launched its Aquilion 64 CFX CT system, based on a new CT technology that physicians are anxious to learn about and use in their practices. With the new technology, the CT scanner can capture superior, precise images of a patient's heart while the person takes a single breath and holds it for only 5—12 seconds. These diagnostic images help physicians check for suspected heart disease, often eliminating the need for invasive cardiac angiograms.