The Journal of the American College of Radiology’s Firing Line podcast returns with a look behind the trade show curtain, explaining how vendors decide to bring new equipment to market and set price points. Imaging equipment vendors must analyze a staggering amount of data such as clinical usefulness, expected reimbursement, state of the market and product life cycle.

Firing Line host and associate professor of radiology at the Hospital of the University of Pennsylvania Saurabh (Harry) Jha, MD, is joined by Adam Powell, PhD, a healthcare economist who heads up Boston-based consulting firm Payer+Provider Syndicate.

With RSNA 2016 less than three weeks away, this podcast could give attendees a valuable window into the mind of the vendor—and give radiologists a better idea about if they really need that fancy new scanner.