HUNTLEY, IL -- Karl Berland, a long time sales executive with Siemens Healthcare, has joined Genesis Medical Imaging (GMI) as vice president of sales and marketing.

Berland, a medical imaging professional for more than 30 years, served 24 years at Siemens, most recently as regional vice president. Berland's teams consistently led the United States in sales, customer satisfaction and market share. Earlier in his career, Berland was recognized as the company's national sales rep of the year.

"I am really excited about my opportunity here. It is the right time for an ISO to come into the market with a great value proposition," Berland said of GMI. "I bring an awful lot of experience in processes and customer focus...so my intent is to bring that to the sales and marketing division of the organization and drive some strong business."

"Snaring Karl gives Genesis a fully developed leadership team that is strong, smart and deep -- steady hands for customers in today's rapidly changing ISO landscape," CEO Robert Dakessian said. "And because we have been successful in serving customers with a full range of products and services for so many years, we are well positioned to grow with some of the most experienced, well-regarded executives in the business."

Berland is working to translate an OEM corporate perspective into a smaller company. What's the secret to customer satisfaction? He noted three main areas of focus: communication, value pricing, and risk management.

"The real key is quality communication: You have got to keep your customer informed of what is going on," Berland told DOTmed News. "With the stress that they are under right now, the more you can communicate about their repair process or equipment purchase, it's all for the better."

"The second thing is value pricing; OEMs are stuck with what they've got. An ISO that is nimble like Genesis can do some things from a cost perspective that are very attractive. The third factor that we have some angles on is to help with the whole issue of risk. We are going to come up with some great, novel approaches to help them manage risk and leave them in a good position."

As reported in DOTmed News, Berland joins several other senior leaders coming to Genesis in 2009. Al Iglehart heads the mobile division and business development, following senior positions at Siemens and Philips Medical Solutions. Wayne Tschirn was appointed vice president of GMI operations after serving with Philips and Comdisco, and Cliff Hooper was named vice president of logistics following leadership roles in Innoserv/R Squared and the United States Air Force. In addition, Robert A. Hoffman recently became general sales manager of GMI's business unit Genesis Magnet Services.

About GMI
Genesis Medical Imaging is the largest independent service organization to offer a total solution for CT and MRI needs, including nationwide service contracts, mobiles, refurbished CT & MRI equipment, cryorefrigeration and magnet services. Visit www:genesismedicalimaging.com.

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