Diagnostics
Business maturity stage
Grow
Primary business outcome
Sustain profitable growth
Delivered by
120/80
Business
Challenge
Rad AI had proven products, Series C funding, and a rare market opening. The sunset of Microsoft’s PowerScribe 360, a legacy Nuance product used by >80% of U.S. radiologists, was pushing health systems to rethink their radiology reporting partner. But Rad AI's commercial engine wasn't ready to capture that demand. Its email program had gone dormant, leaving a cold, untrusted sender reputation. It had little structured demand generation in place. It also faced a hard deadline: RSNA 2025, the year's most important buying event, was less than eight weeks away. The team needed 50 booked meetings, with no attendee list and an unprimed audience. After the event, the challenge became turning that activity into a qualified pipeline with enterprise health systems.
Integrated
Solution
120/80 built an integrated demand program that connected PR, content, paid media and email to one commercial goal: getting the right buyers into conversations with Rad AI. At RSNA 2025, 120/80 made Rad AI's first-of-its-kind partnership with RSNA Ventures the centerpiece of every channel, with booking a meeting as the call to action throughout. A five-week warm-up plan restored email deliverability, while a test-and-learn paid media program ran across LinkedIn, Radiology Business, and The Imaging Wire, with more than 30 optimizations over eight weeks shifting spend to the channels driving meetings. After RSNA, a nurture program kept every contact engaged, from pre-booked meetings to booth walk-ups. Heading into 2026, 120/80 refocused the program on pipeline — shifting content toward sales-ready assets like customer stories and head-to-head comparisons, restructuring paid search around buyer intent, and rebuilding LinkedIn targeting around enterprise health system buying committees.
Result
Rad AI hit its RSNA meeting goal from a cold start and arrived in 2026 with a working demand engine. That engine didn't just produce more leads; it produced better ones. Lead quality stayed high even when overall volume dipped, and Q2 2026 pipeline more than doubled its target. Along the way, Rad AI moved from fourth to first in share of voice. That gave it the credibility to compete for enterprise health systems during the Microsoft transition.
