From the May 2006 issue of Entrepreneur

Olivia Cheng, CEO of Aurora Imaging Technologies, is passionate about fighting breast cancer. But she can't help save lives if nobody buys her product, a breast-specific MRI machine. So when a hospital or clinic says "no, thank you" to the $1.5 million price tag, Cheng, 50, comes back with an offer they can't refuse: Aurora will provide the machine at no cost and even pay rent for the space to use it. Then, Aurora pockets the insurance payment for each use of the machine--about $1,000 per patient--for the following five to seven years.

Although selling one machine means a one-time profit of over $700,000, the same machine placed in a hospital or clinic can generate $15,000 a day--enough to pay for the machine and its management, plus put $2 million a year toward Aurora's bottom line. "This is the best-kept secret in medicine today," says Cheng. She expects Aurora to double 2005 sales, growing to over $20 million in 2006.