What You Can Learn from the Rise and Fall of Cosmetic CT

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December 01, 2009
by Cheryl Proval
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Jonathan Berlin offered an interesting case study during this evening’s “Dos and Don’ts” session on strategic planning and marketing. “This will get us thinking about some of the things people have done wrong in the past,” he said. The case he discussed dates back to 2001, when two businesspeople decided to lease an EBCT scanner to perform whole body scans, cardiac and lung scans and virtual colonoscopy. He called the fledgling cosmetic imaging company “Life CT.”

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