Well, here it is?November already. Many things make this month stand out: Thanksgiving, my daughter’s birthday, and, for those of us who work in radiology, the annual migration to the Windy City. Every year, it seems like we just flew back home from Chicago, mentally and physically worn out from the annual Radiological Society of North America (RSNA) meeting. But yes, it is that time again.
Other than the perpetual hopes for mild weather in Chicago?or, if it’s cold, then at least dry?every year is a whole new experience. If you haven’t already done so, now is the time to formulate your game plan for the exhibit hall. In the past, I have heard people refer to the week as both a sprint and a marathon with long days, short nights, and never enough time to meet with each vendor that was on the agenda. (Somehow, though, I always manage to make it to all the parties. Hmm ….)
It seems that every year, hundreds of PACS vendors are at the show. In fact, I remember a couple of years ago, one booth had a sign advertising “Free PACS.” I never found time, however, to stop in and see what I would get for free, but I’m pretty sure it would have turned out like every other “free” promotion offered to me in the past.
To begin your planning, I suggest that you document exactly what you want to accomplish at the show, such as your ideal expected outcome during your time on the exhibit-hall floor. A good guideline is to allow 1 day, if possible, to walk the entire show, row by row, taking notes of the vendors and products that you want to see and where they are located. That will be easier than running back and forth across the halls and exhibit areas. You probably already know, or have an idea of, what your needs for your next fiscal year are, what capital is either already approved or probably will be approved, and when those funds will be available.
Timing is important. We’ve all heard the joke that RSNA stands for “Ready to Show, Not Available,” so you want to be sure you’re seeing functionality that will actually deliver within the next few months. It is critical to know if a product is truly a work in progress, especially if you are basing your decision on it. Also, be aware that a vendor could try to dazzle you with bells and whistles that you might not even use.
If you have a relationship with a particular salesperson, communicate with him or her in advance to coordinate a time to meet at the show. If you’re using the show to make a decision, setting up appointments ahead of time might grant you access to one of the closed-door areas of a vendor’s booth or even prior to the exhibit-hall opening for the day. Also, if you explain in exact detail what you want to see, you’ll receive a better-quality demonstration.
Try to allot only 1 hour per vendor, and limit your vendor visits to no more than five or six per day. Also, leave time between appointments to get from one booth to the next?even consider booking appointments by North and South halls to minimize your time spent running around. Also, allow extra time for the many demonstrations that will inevitably start late or run long and, as a result, will disrupt the rest of your schedule. (And don’t forget about lunch!) Plan to visit your top six PACS vendor choices as well as a handful of others that have piqued your interest.
When The Thomas Group Ltd (Anaheim, Calif) prepares our clients for the show, we are very detailed on exactly what each PACS vendor needs to demonstrate. The RSNA meeting is a great forum to see a variety of PACS offerings in a short amount of time. However, it is very important not to waste your time; it is amazing how quickly the days pass. Also, it is critical to make sure that you coordinate schedules with your colleagues. If you are making decisions solely based on what you see at the show?by either eliminating or selecting vendors?it is necessary to document what you did and did not see as well as any other supporting notes for how you decide to proceed.
The show floor is hectic. I’m not sure if this harried state is due to customers or sales representatives, but it is noisy and often very crowded in most booths. (Of course, one could make the case that if the booth is empty, it could be an indicator of the offering.) And frankly, the noise, chaos, and crowds do not help the decision-making process; in fact, these distractions can make the process more difficult. However, making decisions isn’t critical if you are only exploring or doing initial product investigation. Regardless, tell the vendors what you want to see and learn, including how they can or will provide that functionality.
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Of course, always plan to save some time to catch up with previous acquaintances. Every year, I bump into many people who I have not seen in years, and I take a few minutes to catch up with each of them. I also run into many previous clients, and we chat about where they are and what they have been able to accomplish with the technology we implemented together. So, plan ahead, prepare for a frenzied environment, and be ready for the greatest trade show in our industry. It’s always a week to remember!
Michael Mack is VP of business development at the Thomas Group Ltd (Anaheim, Calif). Having more than 20 years of experience in the medical imaging industry, Mack now specializes in PACS planning and implementation.
