Toshiba shifts managers in ultrasound business

Toshiba America Medical Systems has promoted several executivesin its ultrasound business following the departure of Daniel Duganto Acuson earlier this month (SCAN 4/10/91).

Rick Smith, formerly national sales manager for ultrasoundat TAMS, has replaced Dugan as vice president, ultrasound businessoperations. Thomas Jedrzejewicz, who arrived at TAMS from Acusonwith Dugan in 1989, was promoted from marketing manager to directorof marketing for ultrasound. Lyle Mussman, former western districtsales manager for ultrasound, replaced Smith as national salesmanager.

Smith, a nine-year Toshiba executive, has been closely involvedwith the TAMS effort to expand its ultrasound business over thelast year.

"To be successful in ultrasound, you need focus. We knewthat if we could break out ultrasound from the full-line (medicalimaging) organization, and improve communications between engineeringand marketing, we could make it a very exciting business. Thathas been accomplished," Smith told SCAN.

TAMS ultrasound sales grew 50% last year. The unit's dedicatedultrasound sales force increased to 35 representatives, soon tobe 38. Dedicated sales groups were formed for high-end radiologyand cardiology efforts, he said.

"We have doubled our applications force to where we havemore applications people than sales people. We quadrupled ourmarketing staff and will continue to increase it," Smithsaid. "Our (ultrasound) service organization has grown from40 to over 60 people. We are building the organization acrossthe board, with the anticipation of 25% to 30% continued growthin sales."

TAMS is also preparing to create an ultrasound engineeringgroup in the U.S., he said.

"We plan to have (an engineering staff) on board in thenext 12 months. We are bringing U.S. engineers in house to workunder the direction of our lead engineer from Japan," hesaid.

TAMS will launch major ultrasound advertising campaigns inthe cardiac and radiology markets this year and build its presencein national and regional trade shows, Jedrzejewicz said.

The expanded TAMS ultrasound sales staff covers the U.S. andis able to participate in most bidding situations, said Mussman,who worked 14 years for ultrasound vendor ATL before joining Toshibalast year.

"Toshiba is now a major player in almost every deal goingdown," Mussman said. "We are taking a proactive approach(to ultrasound sales). We perform telemarketing and market researchfirst, rather than reacting to opportunities."