We attempt to attend large trade shows such as RSNA 2024 without expectations. These shows offer substantial opportunities for continued education, connection, and breaking news.
Still, we wanted one question answered as we transition into a heavily trending topic for 2025: How do you determine if AI is truly performing?
Additionally:
- Is the solution qualitative or diversified in some way?
- Do growing data sets back the tech data?
- Is your AI peer-reviewed and tested?
- What are your peers saying about it?
Here is our experience of how these topics came up in conversation. I’ll also sound off on the show’s best booth presentations and footprints.
Is AI genuinely performing in the radiology space?
I was fortunate to speak with not only fellow marketers at this year’s annual RSNA event but also radiologists and clinicians. All face the ultimately inevitable integration of AI into their daily workflows.
In my conversations, I heard thought-provoking explanations regarding how AI success is measured. Here are three of my key experiences on the floor.
A friendly radiologist
In my conversation with this individual, she said that, in her opinion, AI is successful when it adds large amounts of time back to her team’s day to meet the demand that is expected of them.
She is a mammo radiologist by trade and alluded to the fact that AI will have truly arrived when it can thoroughly read and diagnose an Automated Breast Ultrasound (ABUS) reading—one of the most time-consuming readings that can occur for radiologists.
“In prime time, when the solution has been fully flushed out and can be trusted to review an ultrasound reading independently, I would say that AI is performing,” she said.
“I will always have my eyes on a scan before final clearance is given, though. Until then, I would be open to whatever help I can get.”
She agreed that if the solution were peer-reviewed and widely adopted, she would have less hesitation getting on board with the integration into her daily workflow.
A seasoned marketing professional
This was one of our favorite conversations from RSNA because, as fellow marketers, we always look for the angle that differentiates a solution.
We approached this engagement differently, as the prompting question was: “I see that you are a qualitatively controlled solution, and your accuracy is strong, but what sets you apart to prove that you are REALLY performing well as an AI solution?” The response was one of the most profound statements we heard throughout the show. Special thanks to Lucia Vaz, Sr. Director of Hospital Marketing with RapidAI, for this conversation:
“The clinical component is the most valuable component,” Vaz said.
The RapidAI team and solutions were founded out of academia, having deep roots sprouting from Stanford. Subsequently, they remain hyper-focused on building trust with clinicians directly as they understand the trust needed in a solution to integrate into the bedside workflow. Their growth model leads with the need of the clinician and their care for the patient being first.
“It’s not a matter of if clinicians are willing to invest in AI solutions, because they are and the solutions are wanted, but they need to know that the solution can be trusted and it’s not going to disrupt or strain their workflows,” she said.
An inquisitive clinician
“I would try all of the AI once if it were possible, but that’s just not realistic,” the clinician said.
When asked what he was looking for in 2025 to be confident that integrated AI was performing, he said:
“I need to know that the integrated solution is bettering itself with every scan, image upload, or assessment. Is the AI learning and growing with each assist from the clinician? If so, THEN the AI is performing.”
Similar to our learnings from the friendly radiologist, we concluded we are still a very long time from an AI solution being able to independently make a diagnosis. However, with clinician/peer-to-peer input, we should be able to improve the AI ability with every use.
Top booth footprints and presentations from RSNA 2024
The hardest thing to do at a trade show setting is stand out, but a few knockouts made distinct impressions.
Volpara Health/Lunit.io
Following an M&A in May, Volpara Health and Lunit.io ventured to be unique at RSNA 2024 as they work to conquer cancer together.
Both booths strategically placed in the 4000s sector of the show floor were accessible to one another. They sported vibrant LED screens featuring their growing ecosystem for earlier detection in the flow of mammogram and breast cancer decision-making. The presentation was succinct, and the way they showcased their roots in AI tech enablement was direct and understandable.
Both booths caught and held attention over a large span of the show floor. As traffic transitioned from one aisle to the next, attendees saw these two brands promoting one another and their vision for bettering women’s healthcare.
Rad AI
In a sea of healthcare blue, Rad AI brought attendees a dark, tech-focused style. Their vibrant colors and clean lines caught our eye as representatives discussed their leadership in generative AI in healthcare.
Traffic was never an issue for this group. Their open floor plan allowed for welcoming and intentional conversation.
iRay
The iRay booth was our vote for the most interactive and immersive experience. As a provider of a “total solution for CT and digital radiography,” the intricacies and detail in their booth were a show-floor stopper—literally. The best way to describe the setup was like a museum of parts, upgrades, output, and refinements that can be integrated into existing CT and digital radiography machinery.
Looking forward to 2025
As our team continues buzzing about our energizing and reaffirming conversations at RSNA 2024, we can’t wait to see how ideas, insights, and perspectives regarding AI use and efficacy develop in the coming year.
As you continue your trade show and event planning next year, our B2B healthcare marketing agency will be hard at work crafting unmissable visual identities and collateral for our clients. We wish you and your organization a strong end of year and a prosperous 2025!
