APRIL 1990

Because her delivery people had to pull off the road to call the office, Betsy Hoaglin, CEO of $5-million RADS Radiography Service Inc., in Clearwater, Fla., figured missed connections were costing her two to three deliveries a day. She put a stop to the expensive game of telephone tag by equipping her mobile X-ray units with cellular telephones.

Even though each phone cost $1,000 two years ago, the additional revenue generated was more than enough to cover the initial investment and the phone bills of $300 a month.

Although the cost of cellular phones has dropped to $450, Hoaglin's competitors still haven't equipped their vehicles, giving RADS an edge.