Innovative Radiology: from cold calling to targeted, data-led conversations
Innovative Radiology supplies parts, service and equipment for the imaging systems in US hospitals and clinics. Enquirer Consulting Group (ECG) built and ran a full outbound channel for them across cold email and LinkedIn. Tim Rath, their Chief Operating Officer, tells the story on camera below.
A fast-moving parts business, prospecting by hand.
Innovative Radiology works across the imaging modalities in hospitals, clinics and medical facilities: X-ray, CT, MRI, mammography and ultrasound. The company tests and reconditions parts, and it moves fast when a machine is down. In Tim's words, “we are a parts and service and equipment supplier to the imaging sector.”
Before working with us, the team was doing a lot of its own calling and email outreach, alongside running the business.
“Doing a lot of calling and email outreach prior to signing on, and again, it just didn't seem very effective. And it was only working really during working hours, and it was taking away from orders.” Tim Rath, Chief Operating Officer
A full outbound channel across the buyers who evaluate a parts and service partner.
We built a full outbound channel, cold email and LinkedIn, across procurement, imaging and clinical engineering buyers, with a cell-capture handoff so their team pitches warm.
In practice that meant finding the people inside hospitals and imaging centers who choose a parts and service partner, writing to each of them about what their role cares about, and, when a buyer showed interest, capturing a direct number so the Innovative Radiology team could call while the interest was live. The approach is the same one on our imaging equipment and service page.
What changed for the team.
The outcome Innovative Radiology reports is a record growth year, with outreach modernized from cold calling to targeted, data-led conversations. Tim converted real deals within the first months of the engine going live.
“ECG and Enquirer AI helps us identify the right people and start the conversation in a much smarter way.” Tim Rath, Chief Operating Officer
On camera he puts it this way: “Enquirer AI has really been able to help us get down to just a core group of people that we should be calling out to, and we've seen a lot more response from that group.”
Watch Tim Rath tell it.
Read the transcript
Specifically, we are a parts and service and equipment supplier to the imaging sector. We call it a modality, so the imaging modalities in hospitals, medical clinics, and those type of environments. So if you think of anything from X-ray to CT, MRI, mammography, ultrasound, anything that has to do with imaging, we provide the parts and service for those systems. You know, what was obvious from the beginning is that, you know, a company like ours can acquire parts, refurbished parts, and sell them back to these hospitals and clinics, medical facilities, and can save them a tremendous amount of money.
Innovative Radiology, one of the things that we would say makes us kind of innovative is that we do a lot of testing and reconditioning of the parts. You know, we also want to be diverse in what we offer. Anywhere in the United States, there's almost no part that we can't get to the customer next day or if they're looking for it. So besides that, if we don't have the part in stock, we do have a lot of other partner companies that we work with, and they can also ship out for us.
So we respond really quickly, especially if it's a condition where it's a down machine and they need it right away. Doing a lot of calling and email outreach prior to signing on, and again, it just didn't seem very effective. And it was only working really during working hours, and it was taking away from orders and things like that and identify the right people, identify people that are actively working that we can kind of quickly boil it down to who we should talk to.
So we've really leaned into that technology quite a bit, and we've seen a lot of good returns from it. So Enquirer AI has really been able to help us get down to just a core group of people that we should be calling out to, and we've seen a lot more response from that group. We're continuing to grow. We're continuing to find what that next big part is that we can offer savings to in the medical side.
So we're heavy into women's health and mammography. That has been really, really essential for the growth of our company, but I think we're looking more towards what we can do also on the CT side next. That's a big deal for us as well.
Transcript of the published interview, lightly edited for reading.
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