Q2 Strategic Wins
Collaboration in Action: Teamwork Helps Secure UMC Ultrasound Win
A recent win at University Medical Center demonstrates the impact of collaboration across FUJIFILM’s sales and Sales Enablement teams, along with the value of being ready when the right opportunity presents itself.
UMC purchased two ARIETTA 750 systems and eight neurosurgical probes, including two each of the burr hole, craniotomy, hockey stick, and BrainPath probes. The $304,000 purchase supports UMC’s growing neurosurgical program while also creating opportunities to expand ultrasound into additional service lines.
The opportunity began when Rosemary Penn made initial introductions at UMC related to robotics. Through her discovery efforts, she uncovered a thriving Single Port and robotics program, as well as meaningful ultrasound volume within the HPB team. Conversations also revealed an opportunity within neurosurgery, where intraoperative ultrasound was not currently being utilized as the hospital worked to rebuild its neuro service line.
Rosemary helped make introductions to key coordinators and provided the contact information for Adonica Hall, Vice President of Surgical Services. Although the initial outreach did not immediately result in a response, that connection would prove valuable as the opportunity developed.
A few weeks later, Gil Avalos shared an important lead: Dr. Bugarini, a neurosurgeon from MD Anderson, was moving to Lubbock and planned to practice at UMC. The team acted quickly, connecting with Dr. Bugarini and learning of his particular interest in the S12BP4 BrainPath probe. A meeting with the surgeon and UMC team was arranged for the following week.
The earlier groundwork also paid off. Adonica Hall was included in the meeting with the surgeons and administrators, providing an opportunity to demonstrate FUJIFILM’s intraoperative ultrasound capabilities while discussing the broader needs of the hospital.
Winning the business required overcoming strong competition from GE, BK, and Medtronic. Just as importantly, it demonstrated what can happen when colleagues share information and work together toward a common goal. Rosemary contributed valuable account intelligence, introductions, and contact information, while Gil provided a critical lead that enabled the team to move quickly and engage the right stakeholders.
The conversation also opened the door to discussions around additional service lines, including robotics, HPB, and urology, creating potential opportunities to further expand FUJIFILM’s presence within UMC.
The UMC win is a great example of teamwork in action: sharing intelligence, connecting the right people, acting quickly on opportunities, and leveraging the strengths of colleagues across the organization. Sometimes a little luck helps open the door, but collaboration is what turns an opportunity into a win.
Fidel Davila
Account Executive - Surgery
University Medical Center Lubbock, TX
Tyler Reichenbach
Account Executive - Surgery
Cleveland Clinic Cleveland, OH
Turning Persistence into Partnership: Building Momentum with Cleveland Clinic
What began as a routine product demonstration evolved into a multi-year effort that ultimately strengthened Fujifilm's relationship with one of the nation's leading healthcare systems.
The journey started in October 2025, when Tyler Reichenbach was invited to demo at Cleveland Clinic's South Pointe Hospital. While traveling to the site, he received a call from the nurse manager explaining that the team had already decided to move forward with a competitor. Rather than canceling the trip, he requested the opportunity to proceed with the demo anyway, and the request was approved.
Upon arrival, Tyler learned that the scheduled surgical case would not utilize ultrasound at all. However, an unexpected conversation with an Intuitive Surgical representative opened a new door. The representative mentioned that Cleveland Clinic was hosting a hands-on robotics course the following day and urgently needed ultrasound systems for surgeon training.
Recognizing the opportunity, he quickly coordinated enough demo systems to support the course, placing Fujifilm technology in front of dozens of surgeons. The event helped establish credibility and created valuable connections throughout the organization. Those relationships led to several productive discussions with Cleveland Clinic leadership regarding both Fujifilm ultrasound and VINCENT technologies.
Months later, a critical opportunity emerged. Just days before Memorial Day, Cleveland Clinic informed Fujifilm that an ultrasound system trial was required in order to be considered for its 2027 budget planning process. With only three days' notice, resources were mobilized, including support from Clinical Applications and management, to facilitate the evaluation.
The initial trial proved challenging. Significant connectivity issues arose between the ultrasound systems, robotic platforms, and operating room monitors. At the conclusion of the first week, the team left with plans to return after further troubleshooting. That evening, however, the nurse manager delivered a clear message: if the systems could not be made operational by Tuesday morning, Cleveland Clinic would move forward with the competing solution for the foreseeable future.
Determined to find an answer, Tyler worked with Paul Xenakis, Cody Cresong, and Felix Perez to find a solution. The team gathered additional equipment from demo inventory in Twinsburg and secured further support through Fortec. With approval from the hospital, he spent Memorial Day in the operating room troubleshooting the systems independently.
The effort paid off.
After extensive testing across multiple robotic platforms, he identified and validated a solution that resolved the integration challenges. The fix was demonstrated to weekend operating room staff, who confirmed the results. Confident in the outcome, he informed the nurse manager that the systems were ready.
The following day, every scheduled case proceeded successfully without technical issues.
The impact extended beyond the immediate trial. After reviewing the solution, the lead robotics coordinator noted that despite six years of experience working with DaVinci systems, he had never encountered the approach that resolved the issue. The findings were subsequently shared with Fujifilm's sales and clinical teams to improve future deployments and customer support.
A few weeks later, the Regional Director of Urology requested assistance with several complex cases where the L51K probe was expected to provide significant clinical value. Following the procedures, the physician remarked that without the L51K probe, he would not have felt comfortable performing a partial nephrectomy and may have needed to convert to a more radical surgical approach. He described the technology as a clinical necessity moving forward.
That feedback was reinforced when the nurse manager shared that Cleveland Clinic needed to replace BK ultrasound through emergency capital funding. Based on the successful trial and demonstrated performance in the operating room, the organization decided to move forward with Fujifilm.
Today, efforts are underway to expand Fujifilm ultrasound systems throughout the Cleveland Clinic network. Looking back, the breakthrough can be traced to a single decision: showing up for a demo that had essentially been canceled. By choosing to proceed with that visit to South Pointe Hospital, an unexpected opportunity was uncovered, new relationships were formed, and a path was created for long-term growth across one of the country's most influential healthcare systems.
Even now, the original purchase order for the competing system at South Pointe remains on hold, while the hospital has requested a quote for inclusion in its 2027 budget and indicated that Fujifilm is well positioned for the eventual award once capital funding is released.
Relationship-Building, Persistence, and Partnership Drive Major Health System Wins
Large account wins rarely happen because of a single meeting, proposal, or sales presentation. More often, they are the result of understanding customer needs, earning trust over time, and consistently demonstrating value. That approach has been instrumental in securing significant successes across both Emory University Hospitals and Northside Hospitals, where Rae successfully sold 8 systems throughout Q2.
Over the course of several years, considerable effort was invested in building relationships throughout these health systems. Rather than approaching the opportunity as a traditional sales pursuit, the focus remained on becoming a trusted partner. By listening closely and taking time to understand each organization's goals and challenges, meaningful connections were established with stakeholders at every level, from biomed teams, department coordinators, and sonographers to senior leadership and executive decision-makers.
Those relationships proved invaluable. Through ongoing conversations, regular follow-ups, and a genuine commitment to customer success, a deeper understanding of each organization's priorities, concerns, and decision-making processes emerged. This insight allowed solutions to be positioned in a way that aligned with customer needs rather than simply promoting products.
The path to success was not quick. These opportunities required months, and in some cases years, of engagement. Numerous discussions, proposal revisions, questions, evaluations, and periods of waiting tested patience and persistence. At times, it seemed as though progress had stalled.
Nevertheless, the commitment to the customer never wavered.
Persistence did not mean applying pressure for a sale. Instead, it meant remaining accessible, responsive, and relevant throughout the entire process. By continuing to provide support, answer questions, and offer solutions, trust continued to grow until the organizations were ready to make their decisions.
The resulting credibility was built through consistent actions: delivering on commitments, communicating openly, and prioritizing customer success. These experiences reinforce an important lesson that extends beyond any single opportunity. Every successful engagement strengthens Fujifilm's reputation and lays the foundation for future growth.
While the scale of a major health system win is certainly exciting, the principles behind the achievement remain straightforward: listen carefully, understand customer needs, build strong relationships, solve problems, stay persistent, and consistently deliver value.
In the end, those fundamentals continue to be the true drivers of long-term success.
Rae Rivera
Account Executive - Surgery
Emory University Hospitals Atlanta, GA