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Medrad/GE Medical Systems

This article was originally published in The Gray Sheet

Executive Summary

Medrad will distribute all GE-labeled magnetic resonance surface coils -numbering almost 60 -- directly to the installed base of GE scanner customers in the U.S. The marketing agreement modifies the firms' previous relationship, under which Medrad designed and manufactured surface coils marketed by GE under its own label. Medrad is forming a sales force, initially to consist of five direct representatives, dedicated to surface coil sales. GE in turn will refocus its sales force on MRI scanner sales. Medrad says it expects surface coil sales to "substantially increase" under the new arrangement



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