Griensu S.A., Fujifilm’s distributor in Argentina, recently announced its remarkable success promoting the DR-based Full Field Digital Mammography System AMULET in Argentina. (Please note: The Amulet is known as the Aspire HD in the U.S. Market.) Facing a severely competitive market, Griensu S.A. sponsored a visit by a delegation of key doctors to Fujifilm’s booth at the 2010 European Congress of Radiology (ECR) in Vienna, enabling the Argentinian clinicians to participate in a workshop that demonstrated the AMULET system’s clear, 50 micron images and its ease of use, which augments productivity and workflow.

These clinicians appreciated the AMULET system’s excellent image quality and efficient workflow, but needed to evaluate Fujifilm’s mammography offerings more thoroughly to ensure their stringent requirements would be satisfied. Following the ECR conference, Griensu identified three key Argentinian doctors who are particularly influential in the field of mammography and invited them to a lecture in Brazil by Dr. Rafael Salvador, associate professor of radiology at Universitat Autonoma Barcelona in Spain.

Dr. Salvador’s enthusiasm for the AMULET system’s clinical capabilities provided the assurance the doctors had been seeking, and Griensu was ultimately able to sell two AMULET units. The first was installed at the Angel H. Roffo Oncology Institute in August of 2010. This institute, operated by Buenos Aires University, receives approximately 63,000 referrals each year and is widely known for its professional medical research. The second AMULET unit was installed a few months later in November 2010 at Hospital Italiano de Buenos Aires, a prestigious private hospital that runs its own school of medicine. The AMULET unit at this site operates 12 hours a day, serving as many as 12 patients an hour for both screening and diagnostic mammography procedures.

The key to Griensu’s success was its focus on prominent mammography doctors associated with locations that could serve as powerful AMULET demonstration sites, and its decision to launch these promotional activities at a very early stage. The experiences of these two prestigious clinical sites have already attracted additional customers, and Griensu is now installing two additional AMULET units in Argentina.

Griensu’s dedicated mammography application specialist team also proved to be a strong sales point. The company’s CEO, Mr. Ángel Machado, strongly believes in the outstanding quality of the AMULET system and felt that technical service would be a critical consideration for the DR mammography business, so he invested in the team up-front. Their professional presentations and demonstrations ultimately established customer trust in the AMULET units, as well as in service quality, and Griensu was able to bring Fujifilm’s leading-edge mammography technology to the Argentinian market.