RSNA 2013 comes to Chicago

When I'm not writing I work in X-ray as a radiologic technologist. It seems pretty straightforward. You need an X-ray machine, the right technique (kilovoltage and milliamperage) and a way to move your patient so you get a good picture without causing too much patient discomfort. When you work as a technologist you aren't aware of the latest innovations in radiology occuring around you. Then I had a chance to see where the magic happened.  

I attended the Radiological Society of North America's (RSNA) conference in Chicago. It was an overwhelming experience. There were exhibitions in halls so vast you could get lost in. The big vendors are always there - GE, Toshiba, Agfa and Cerner - name brands I'm familiar with just from going to work. 

I felt like a kid in a radiology candy store. 

Every year radiology vendors display patient tables with now digital X-ray equipment and portable radiographic equipment that's lighter, smaller and calculates the correct dose just by calling up the patient's information.There are patient tables that can lower - allowing easier transfer of the patient to the table and lessening the chance of staff injury. 

More fluoroscopic equipment, CT and MRI tables are designed to accommodate heavier patients. I saw an MRI with an open bore that eliminated the problem of claustrophobia and allowed patients to sit during scanning. There also was the newest software in CT that helps eliminate the noise (graininess) on radiographic images so they are more diagnostic and drastically reduces the radiation dose to the patient.

Perhaps the greatest treat, however, was meeting entrepreneurs who came up with a novel solutions in diagnostic imaging. I saw equipment that used a computer to calculate the angle and depth of a needle in delivering steroid injections during pain management. 

I met a physician who developed a device that would lift the breasts out of the way, thereby reducing the amount of radiation to the breast tissue during an X-ray or CT scan. There even was a cream that could be applied to gloved hands that would reduce the radiation received to the extremities during a fluoroscopic procedure. 

After leaving the RSNA, I wondered why I didn't see these innovations at hospitals and clinics everywhere. How come these inventions are the exception more than the norm in treating patients? 

Part of the reason is money. New equipment and the latest software is costly, but some of these entrepreneurs are not charging the top dollar the big companies are demanding for the latest diagnostic equipment. In the end, it all comes down to marketing.

How successful were these vendors at creating a demand for their services and equipment? Often I saw brochures at the conference that truly didn't sell their products and services. Most of the marketing literature consisted of long spec sheets or densely-worded case studies. Were these effective? Did they bring in the new clients?

If not, how could they have done it differently? Is there a better way?

The short answer is Yes. And here's how.