Trionix opts out of RSNA exhibition

Nuclear medicine camera vendor Trionix will forgo exhibiting atthis year's Radiological Society of North America conference infavor of more specialized nuclear medicine meetings. The Twinsburg,OH-based company, known for its towering exhibit booth, has decidedthat the expense and disruption of attending both the RSNA meetingin November and a European nuclear medicine meeting in Octoberwould put too much of a strain on corporate resources, accordingto president Chun Bin Lim.

Trionix introduced an upgrade to its Triad and Biad line ofgamma cameras at the Society of Nuclear Medicine in Toronto inJune. The company has decided to concentrate on refining the linerather than spend time moving exhibit booths and products aroundthe world, Lim said.

"When you go to a show, it tends to disrupt the entireorganization," Lim said. "Because of that, this yearwe decided not to go to the RSNA."

Instead, Trionix will head to the European Association of NuclearMedicine meeting in Lucerne, Switzerland in October. Trionix isparticipating heavily in that show and its exhibit booth willbe the largest at the meeting, Lim said.

Trionix's preference for the European show is both a sign ofthe company's growing emphasis on international sales, as wellas its desire to make the most of its marketing dollar by attendingmore focused conferences. The RSNA meeting's gargantuan size--andits inclusion of all radiology modalities--can be frustratingfor a single-modality vendor like Trionix.

"I'm not saying anything negative about RSNA. (Marketingto) radiology is just not very effective in getting our pointsacross," Lim said. "There are simply too many peopleand too many products."

Trionix's new product line includes the Triad XLT and BiadXLT, and the Biad Slimline, designed for siting in small rooms.Trionix conducted a promotional tour of Europe and Australia insupport of the products. The cameras, which have Food and DrugAdministration marketing clearance, are undergoing clinical validationprior to marketing.

Trionix is not concerned that its absence from the RSNA meetingwill generate rumors about the company's viability. Orders areup 80% over last year and the company is growing, according toLim.

"I don't worry about that kind of thing," Lim saidof market gossip. "Since the beginning of the company it'sbeen our policy not to pay attention to what other people say,particularly competitors."