The role of innovation in Surgery
More and more hospitals are working on bringing their brand to life. In a changing and challenging environment, strong brands have the potential to effectively position and differentiate hospitals.
A strong hospital brand contributes to:
• Building trust and reputation;
• Increasing patient satisfaction and loyalty;
• Protecting reputation in difficult circumstances;
• Creating internal alignment and increasing motivation.
As such, strengthening your hospital brand has many benefits.
The role of innovation and new technology
It is widely recognized that one of the pillars of hospital branding is innovation and the use of cutting-edge technology. In a study on hospital brand equity in the United States conducted among hospital leadership, Reaction Data considered three dimensions to assess brand equity: innovation, thought leadership and quality care at a sustainable cost.
According to the study, the five American hospital organizations with the greatest brand equity are Kaiser Permanente, the Mayo Clinic, the Cleveland Clinic, Intermountain Healthcare and Geisinger Health. These five institutions regularly communicate on their innovation efforts and how they leverage the latest technologies to improve patient care.
The Cleveland Clinic for example has hosted a yearly Medical Innovation Summit for the past 16 years. Dr. Toby Cosgrove, CEO of the Cleveland Clinic between 2004 and 2017, shared in an interview with McKinsey: “Our value proposition to the world is technology leadership. In an environment where the ability to distribute medical knowledge is compressing very quickly, we need to be able to continue to innovate in the way we practice and dispense medicine. Part of the success of this organization has always been its willingness to lead in innovative ways. We have a long history of innovation, including things like a lumpectomy rather than a radical mastectomy for breast cancer, coronary angiography, and coronary bypass. If this institution doesn’t innovate, there will be nothing to differentiate it from others.”
Augmented reality: a breakthrough technology
Augmented Reality (AR) is currently considered one of the most innovative and promising technologies in healthcare. In May 2018, the Wall Street Journal published an article on The Operating Room of the Future and “new devices, designs and digital technologies that promise a new era of innovation for surgery” making it “more efficient, more effective and less risky for patients.”
The article points out augmented reality and how it helps surgeons “create a GPS-like map projected onto a patient’s body to virtually see inside the anatomy before an operation, track their surgical tools and help them operate more precisely.”
The Wall Street Journal also looked at brain surgery specifically, with an article titled Brain Surgeons Get a Better View From Augmented Reality. The article explains how augmented reality enables neurosurgeons to “see deeper and faster, reducing the risk of error.”
In this article, Dr. Joshua Bederson, neurosurgeon at Mount Sinai Health System, explains: “Making use of the information that augmented reality technology offers is an easy choice. I’ve already reached the point now in my own practice where it is so useful that I would not do certain cases without it if I had a choice.”
GLOW800 Augmented Reality Fluorescence is the latest milestone of Leica Microsystems’ journey to improve outcomes for healthcare professionals and patients through augmented reality. GLOW800* allows to observe cerebral anatomy in natural color, augmented by real-time intravascular flow, with full depth perception, for confident surgical interventions.
By equipping your hospital with GLOW800, you will obtain benefits in the OR and position your hospital at the forefront of innovation, contributing to boosting your brand.
Discover how the Augmented Reality platform GLOW AR looks here for Professor Guzman and how it will at your turn amaze your Clinical and Technical Teams during vascular neurosurgery : https://www.youtube.com/watch?v=fUJiCe2Bw9k
*Refer to the product’s “Instructions For Use” for intended use, contraindications, warnings, precautions, other safety information and instructions prior to using this device.