Micro-X was pleased to make its debut under the Micro-X brand as an exhibitor at the 107th Scientific Assembly and Annual Meeting of RSNA between 28 November and 2 December 2021 in Chicago, Illinois. The RSNA Annual Meeting is the largest global radiology tradeshow and a key event in the radiology industry, attracting respected radiology experts, potential purchasers, and industry exhibitors from across the globe. The theme for RSNA 2021 was ‘Redefining Radiology’ and it showcased new ideas and technologies that are redefining the future of the radiology field. As part of an updated Go-to-Market strategy led by Charlie Hicks, General Manager of the Mobile DR Business Unit, Micro-X is seeking to brand itself in the radiology market as an innovator with a range of cutting-edge imaging products. The exhibition booth included a demonstration area with both a bed and a neonatal intensive care crib to allow visitors to experience first-hand the ease of movement and alignment of the mobile- x-ray machines. The number of delegates attending the Micro-X booth far exceeded management expectations with many repeat visitors and others attending the booth after colleagues had urged them to do so. The level of discussions and feedback at the booth and post-conference events from radiology professionals and industry professionals was overwhelmingly positive. The small size of the Micro-X cold-cathode carbon nanotube x-ray tubes astounded many and a novel, clear-skinned exhibit of Rover’s articulation and imaging components drew much admiration for its elegant simplicity and quality. The biggest drawcard at the booth was a mock-up of the future Brain CT Scanner which became a focus of considerable attention and drew a crowd of interested delegates each day, emphasising the unprecedented miniaturisation capability of Micro-X’s carbon nanotube technology. The team of nine Micro-X sales and management executives had to work very hard to service the volume of visitors to the booth and had a number of meetings including with every major multi-national X-Ray company; every major detector company; a dozen large systems integrators and over 60 dealers from the Americas, Europe, and the Middle East. There were also a large number of product demonstrations with potential customers and clinicians. Supporting the brand image of innovation, Micro-X used the RSNA exhibition to announce a lifetime (ten year) warranty on its medical x-ray tubes. Unprecedented in the industry, this was well received and underlined the Company’s confidence in its new technology and products. Also launched at the exhibition was a re-branding to emphasise the versatility of the different variants of our mobile DR x-ray machines: - Micro-X | Pico – Acute hospitals & temporary facilities
- Micro-X | Neo – Specialist paediatric & neo-natal ICU x-ray
- Micro-X | Rover – Rugged version for a range of non-hospital applications
- Military deployed hospitals and humanitarian aid
- In-home for Door-to-door service
- Veterinary for Small-animal hospitals
Post-RSNA the sales team is rapidly following-up the many potential customer discussions and distributor interest for the Micro-X range of Mobile DR x-ray machines in order to translate into stronger sales for this year and into 2022. | 
