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Rogan's move into U.S. market bears fruit for Dutch PACS vendor


Rogan's move into U.S. market bears fruit for Dutch PACS vendorCompany benefiting from OEM relationshipsDutch PACS vendor Rogan Medical Systems is reaping rewards from its 1995 decision to enter the U.S. market. OEM relationships and a

Rogan's move into U.S. market bears fruit for Dutch PACS vendor

Company benefiting from OEM relationships

Dutch PACS vendor Rogan Medical Systems is reaping rewards from its 1995 decision to enter the U.S. market. OEM relationships and a hot PACS market have spurred the vendor to a 10-fold increase in U.S. PACS revenues between 1995 and 1996.

While most of Rogan's 150 worldwide PACS sites remain in Europe, the U.S. now contributes over 20 sites. The vendor is on track for another 10-fold increase in U.S. revenues in 1997, said Mark Schwartz, president of Rogan's U.S. subsidiary, based in Waukesha, WI.

The vendor has also landed some filmless hospital contracts. Its two largest PACS sites in the U.S.-Odessa Medical Center Hospital in Odessa, TX, and Oregon Imaging Center and Sacred Heart Hospital in Eugene, OR-will both be filmless by the end of the year, Schwartz said.

Rogan, based in Huis Ter Heide, the Netherlands, has been selling PACS products in Europe since 1987. The vendor entered the U.S. market in 1995 following Food and Drug Administration 510(k) clearance of its HyperPACS product.

Initially, Rogan sold its Windows NT-based HyperPACS in the U.S. through a partnership with X-Ray Marketing Associates (XMA), a cooperative of x-ray dealers based in Romeoville, IL. Rogan continues to receive sales through that channel, but it has also expanded its number of dealers to 23.

In addition, the company has also secured several OEM relationships in the last year. At the 1996 Radiological Society of North America meeting, Rogan announced that Oklahoma City telemedicine provider InTelemed would privately label and sell Rogan's acquisition, storage, and display systems under the name InTelePACS. In a similar arrangement, European x-ray equipment manufacturer Oldelft also privately labels and sells Rogan's acquisition, storage, and display systems. Systems integrator Multimax, which is active in the military and VA marketplace, has also signed on Rogan as its PACS solution.

"OEM relationships are the fastest growing part of our business," Schwartz said. "In the coming years, it'll probably be over 50% of our business."

Rogan has added to the product line with two introductions in June. At the Computer Assisted Radiology meeting in Berlin, the vendor introduced HyperPACS Pro, an upgrade to HyperPACS that allows users to program different styles of image display layouts. HyperPACS Pro is in clinical trials and will begin shipment in the third quarter, Schwartz said.

At the Symposium for Computer Applications in Radiology in Rochester, MN, the company debuted HyperRouter, a configurable software feature for its HyperArchive that allows studies to be automatically routed to multiple sites or even different facilities depending on the particular institution's workflow. Also in clinical trials, HyperRouter will be available in the third quarter.

Rogan is also developing a proprietary lossless compression scheme that will yield ratios of 10:1 or greater. In other technology moves, the vendor is active in developing Web-based products, with the biggest application in image distribution to clinicians. Some announcements in this realm are expected this year, Schwartz said.

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