Apart from the MR-Linacs and PET-Linacs that have been developed in recent years, there have been few major enhancements to conventional linacs over the past decade, making it more difficult for treatment facilities to differentiate themselves based on technology alone. Some sites are choosing pre-owned equipment and using some of the funds saved to market their facility more generally and continually educate referring physicians at events such as wine and cheese evenins. In some markets, promoting IMRT and /or IGRT (e.g., with portal imaging) can be sufficient as a technology equalizer or differentiator. Once patients referrals have increased, and novel machines have established themselves in the market, a more advanced machine can be considered to replace the pre-owned equipment in future years.