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Case Study · Website + Photo + Video + Print + Ads
An X-ray technologist invented a better way to position patients. We built the website that shows radiology teams how it works and makes it easy to buy.
Where They Started
Flow State started the way the best products do: with someone tired of a problem he faced every day. Jonathan White spent 17 years in frontline healthcare, and positioning a patient’s leg for cross-table hip X-rays was unstable, slow and put techs in the path of scatter radiation. So he built the Leg Lift.
He had a device hospitals needed. What he didn’t have was a way to show it to them: a place where radiology teams could see it work, and where purchasing could price it and buy it.
The Vision
Hospitals don’t buy on impulse. A tech has to see the device work, a manager has to trust it’s safe, and purchasing needs a quote. The site had to serve all three without a sales rep in the room.
Bold product photography and one clear promise: support that works.
Real exam-room photos, the applications it covers, and words from staff technologists.
A Build a Quote cart that fits the way hospitals actually purchase.
Every distributor one click away, in the menu and the footer.
What We Built
We built the website, photographed every device in a real imaging room, cut the promo video, designed the flyers and emails for the trade-show circuit, and ran the Meta and LinkedIn ads that sent buyers to the site.
1Website
We designed and built flowstateinnovation.com page by page: a homepage that shows the Leg Lift working, a catalogue, product pages with every spec a purchasing team asks for, a Build a Quote cart, and an About page with the founder's story. The new site went live in February 2025, and we have kept it running since, including an event landing page for trade shows.
Home page · One device, four accessories, one clear next step.
On a phone · Built for a tech on shift.
Shop · The full system, priced and ready to quote.
Product page · Every spec a purchasing team asks for.
About · The founder’s story, told by the tech who lived it.
2Product photography
Radiology buyers want to see the device in a real room. We photographed the Leg Lift and its accessories in an imaging suite with a tech and a patient, then shot every piece in the studio with clean cut-outs for the website, flyers and ads.
3Product video
We filmed the Leg Lift in use with a tech and a patient, then cut a 30-second square promo that shows the problem and the fix fast enough for a feed. It ran as the video ad in the Meta campaigns.
4Print + email
Flow State sells at radiology trade shows, so we gave them material for the booth and for the follow-up. Two versions of the flyer speak to the two people in every sale: the tech who uses the device and the manager who buys it. Event mailers carried a show offer, and after each show a three-email sequence picked the conversation back up.
The post-booth sequence
5Meta + LinkedIn ads
We ran two Meta sales cycles, the first on the old website and the second after the new site launched, with carousel and video ads built from our own photos and footage. A LinkedIn carousel reached imaging managers and hospital buyers where they already network.
The Outcome
Today, Flow State has a home online that sells the way the product works: simply. A radiology tech can watch the Leg Lift in action, see every accessory, and read what other technologists say before anyone picks up the phone.
When a department is ready, the path is clear. They build a quote with the base kit and the accessories they need, or request a free demonstration, and it goes straight to the Flow State team.
Hospitals that buy through a distributor aren’t lost either. Supertech, CMX Medical Imaging, Shielding International and MXR Imaging are one click away, so every lead has somewhere to go.
For a founder-led company started by an X-ray tech, that means less time explaining the product and more time getting it into the rooms where it helps.
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Every one of these started with a conversation. Book a free Discovery Call and we’ll map out where you are and what’s possible next.
