Cassling Diagnostic Imaging has decided to return its Artesian Medical PACS division to its roots. Less than a year after launching Artesian with the goal of creating a national presence in the PACS market, Omaha, NE-based Cassling has decided to focus the systems integrator's activities primarily on its traditional market in the Midwest.
As part of this move, Cassling has closed Artesian's Frisco, TX, headquarters, where the group's management team, R&D, business operations, sales and marketing, and administration were based. Former president Gary Sunsten and other Artesian executives have left the company. Artesian will now be headquartered in Omaha, where the division's 24-hour call center and integration lab has been based.
While pleased with the level of market interest Artesian received, Cassling determined that the investment required for a national presence was not worth the return, said president and CEO Mike Cassling, who has also taken over as president of Artesian.
"Artesian believed the national presence was important, but we saw a larger need to be more focused and continue with slower, more controlled growth," Cassling said. "Making the move to consolidate our efforts in Omaha and enhance Omaha's lab allows us to serve our customers better."
In its previous form, Artesian had served as Cassling's networking division, installing more than 300 PACS networks since the mid 1990s, primarily in the Midwest. Seeking to expand outside of the region, Cassling launched Artesian at the 2000 RSNA meeting, highlighting relationships with companies such as Inphact, Applicare, Fujifilm Medical Systems, and Rorke Data in its splashy booth on the exhibit floor.
In the last year, Artesian has experienced strong sales growth in its Midwestern territory, including Nebraska, Iowa, South Dakota, Kansas, and west central Illinois, Cassling said. The company hopes to leverage large Artesian sales in Nebraska and South Dakota as it builds its installed base in the Midwest, as well as other key areas around the country where Artesian achieved good market penetration.
Artesian had also signed on several customers outside of its Midwestern territory following the RSNA meeting, including sites in Indiana, Florida, Pennsylvania, and New Jersey. The company will continue to support those clients, Cassling said. Artesian's corporate partnerships will likewise be unaffected by the changes.
As part of the restructuring, Cassling will expand Artesian's services at the Omaha headquarters. Two more technicians will be added to the 24-hour help desk, and a physical expansion of the integration lab will double Artesian's output capacity and allow space for research and development activities, according to the company.
"The expansion allows us more room to build additional archives and test more equipment than before, from one location," Cassling said. "The call center and increased field support allows for more proactive and reactive monitoring for our customers."
Artesian plans to provide increased training to customers before, during, and after installation. The firm's network specialists will stay on-site with radiology personnel to ensure a smooth transition, Cassling said.
In addition to president Cassling, the executive team includes Steve Chambers as CFO, Marty Huebner as VP of service, Randy Wobig as VP of operations, Bill Wiedemeyer as treasurer, and Tony Buda as director of integration and technical support.
By Erik L. RidleyAuntMinnie.com staff writer
August 22, 2001
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Artesian joins PACS fray as systems integrator, January 23, 2001
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