What Happens When the Medical Imaging Customer Yells “Help”?
Hear about how account executive, Cory Haffner, pushed past what could have been insurmountable challenges towards an X-Ray installation victory.
Cory Haffner knows what he’s talking about when it comes to the X-Ray business. Cory is a third-generation X-Ray professional and is highly experienced in solving X-Ray challenges.
One day, Cory was presented with both an opportunity and a problem by his client. his His advice to his largest customer was pretty clear: Don’t move it! Cory’s tailored recommendation for the customer’s situation was for them to purchase a newer X-Ray unit, but the suggestion was initially met with hesitancy.
Days later that same customer called Cory back. The customer on the other end of the phone delivered the good news that they were now ready to upgrade their unit instead, but given their requirements, Cory lacked one critical resource: TIME. It was like being thrown at the starting line, hearing the starter pistol fire, and told that he was to compete simultaneously.
The X-Ray Customer
A large orthopedic hospital in Indiana named OrthoIndy planned to move its X-Ray unit from an existing facility to its brand-new building. The way Cory saw it, the X-Ray machine was nearing the end of its life, and moving the unit would cost at least a week of downtime. The customer was not compelled. Or at least the answer was “no” until they started calculating the cost of the lost business during the downtime. Without medical imaging, not only would their hospital lose fees from X-Ray procedures, but their entire operation would grind to a halt.
Generations in Radiology
Cory’s grandfather started his own X-Ray business in the 1950s and would recruit Cory’s father and later Cory to the industry. Cory’s dad left his job as a schoolteacher and switched into the X-Ray business, but there was never a doubt in Cory’s mind that his father loved every minute of his new career. Cory’s father would go on to start his own business, Haffner X-Ray.
By the age of 8, Cory would occasionally join his dad when he serviced customers. Cory remembers helping clean the film processors and loving it. Cory’s dad made sure that there was at least one imaging tool under the Christmas tree every year and later encouraged Cory to come work for him. Cory purchased the business from his father in 2004.
Generational X-Ray Expertise
The generational shift in ownership was perfectly timed. While his father watched on in fascination, Cory aggressively took X-Ray sales into the digital era. He grew the business until he realized he needed the support of a nationwide service footprint. It was at this point that MXR, also a multi-generational imaging company, noticed the success that Cory was having. In 2012, the duo joined forces in a new X-Ray alliance.
Fast Forward; The Orthopedic Ask
Cory was working on the logistics for the hospital’s move when he received a panicked call from the customer, reporting that they changed their mind. They wanted a new X-Ray system, however, incorporating it was contingent on zero downtime. That meant the system had to be built, delivered, and installed in less than two weeks. Impossible! Or was it?
Cory and his team started working with their sources and quickly got a promise from Del Medical to complete the unit by the Friday before the Monday opening. However, unfortunately, the manufacturer stated that they didn’t have enough time to pack and deliver the X-Ray system. After taking a moment to reflect, Cory decided his only option was to take it upon himself to enter the trucking business — at least for a day. Without missing a beat, he rented a truck then drove over 170 miles to Chicago, IL to pick up the unit.
Unfortunately, when he arrived at the manufacturer's facility the unit was still being fabricated. Cory vividly remembers the stress of waiting around like an expectant father for its completion.
By the time he rolled back into Indianapolis, it was well past sunset. Cory knew that one weekend is not enough time for one person to install an overhead tube crane system. Therefore, he summoned the assistance of Zone Service Manager, John Dice, and Regional Service Manager, Clint Haydon, along with members of the Indiana and Michigan service teams. When he arrived at the hospital, they were already waiting and ready to go.
An unstoppable crew was forged the minute the truck pulled up to the new facility, with the group inevitably successfully getting the X-Ray system installed and operational before Monday morning. This meant that the unit was fully operational for the facility's opening.
Some say a miracle occurred that weekend. From MXR’s perspective, it was neither the first nor the last working weekend. That's because our primary purpose is to better serving you – our customers.
Looking Ahead
It’s not yet clear if the next generation of the Haffner family will embrace the medical imaging industry like the past three generations, but Cory couldn’t have been happier with his career choice and still gets a kick out of delivering wins for his customers.
If you have a new project that you could use MXR Imaging's help with, shoot us a message.
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