MRI machines defy physics in how they produce exquisite anatomical images. They excel in ‘soft tissue’ where the water molecules they rely on to produce images are abundant. Think muscles, ligaments, and organs.
Organs like the brain.
And one of the greatest threats to the brain, one which requires immediate action is stroke. Stroke is either a blockage in blood flow to the brain or it is a burst blood vessel. Both quickly damage the brain, making stroke identification a critical matter.
I marketed and sold MRI machines, the performance of which change lives. MRI machines are also pricey, the most common unit is about $1,000,000 USD. And almost every one of those has a $100,000 annual service agreement, including preventive maintenance.
This system must work whenever it may be needed or bad, consequential things result.
This was my proving ground for bringing capital equipment to market, for meeting Customer needs and calming their fears.
In working now across industries beyond medical equipment, here’s the shocker I uncovered: it’s all life or death.
To a Customer with equipment that doesn’t live up to its billing or is offline and in need of service, it’s an emergency, flat-out. Could be a printing press, could be an HVAC unit. It’s an unexpected event that quickly disrupts the normal flow of events. Stress levels rise, fears grow, people talk, uncertainty flourishes.
That is an uncomfortable place to be.
It’s all life-or-death in capital equipment markets. Equipment doesn’t live up its billing or its need of service, and that produces an emergency, flat-out….Stress levels rise, fears grow, people talk, uncertainty flourishes.
And so I found that my time in medical equipment with its human urgency, prepared me extremely well for the market dynamics, the Customer needs, and the competitive positioning of industrial goods. The performance of the equipment on task is critical. An uptime mindset is required. And when equipment does fail, an empathetic, well-communicated response to restoring full functionality promptly determines the direction of your business’ relationship with your Customer.
Like beauty and its beholder, a crisis is in the eye of your Customer.