Former Trade Desk pro from Siemens joins the DOTmed 100 company.

Kristina Bell has joined Nationwide Imaging Services, Inc. as their newest sales representative. Bell brings an 18-year background with Siemens including heading up the OEM's medical equipment trade desk.

"Coming from Siemens, Kris brings a wealth of industry knowledge, as well as product knowledge, expertise, and great customer service," said Robert Manetta, senior vice president of Nationwide Imaging Services, headquartered in Brick, N.J.

For Siemens, Bell was the point person when a customer needed to trade in old equipment as part of a new equipment sale, so she's well versed in equipment values in all medical imaging modalities.

"Customers wanted to trade in technology just like you would with a car," she told DOTmed News. "I was responsible for providing that value and then selling the equipment, ensuring [an equivalent return]."

Bell also has a good perspective on broader industry trends, based on her experience.

"I see the value of the trade-ins as being more important than they were in the past given the tight economy. We can provide perhaps a higher value than the OEMs can," she said of her new post with the independent service organization (ISO).

She acknowledged a symbiotic relationship between the ISOs and OEMs since sales of new equipment drive aftermarket inventory and sales.

"In the long run [trade-ins] help the OEM. They will get the new equipment sale and we can purchase the old equipment so it can be a win-win for everyone," Bell said.

While many health care providers are firm in their plans to purchase new equipment, Bell acknowledged, "We can also go head to head [with the OEM] when a customer is trying to decided between a new piece of equipment and used .... We will be looking to get more people out there who don't realize the kind of quality used equipment they can purchase. We are also looking to buy their used equipment if they are buying new."

Bell has a bachelor's degree in economics from UCLA and also worked in the academic and defense sectors earlier in her career.

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