BRACCO CARES: A Conversation with Fulvio Renoldi Bracco

BRACCO CARES is a non-promotional global initiative designed to support Bracco customers and healthcare professionals during the COVID-19 pandemic. Fulvio Renoldi Bracco, CEO of Bracco Imaging, spoke to Kieran Anderson, VP and Group Publisher at Applied Radiology, about this important campaign. This article is based on their discussion.

Since Bracco Imaging was founded more than 90 years ago, the company’s mission has been to discover, develop, and manufacture solutions that can improve the lives of patients. Now, amid the COVID-19 pandemic, the company is committed more than ever to its mission.

Bracco Imaging recently launched BRACCO CARES, a global initiative aimed at providing support to its customers and healthcare professionals around the world. BRACCO CARES delivers timely information to help clinicians safely care for and maintain the confidence of their patients.

“As the world continues to respond to this pandemic with the healthcare workers on the front line, we’re doing our part by supporting these professionals globally. BRACCO CARES allows Bracco to give back to our healthcare provider partners and stay connected with the healthcare community, as we remain truly grateful for their selfless service during these very challenging times,” says Fulvio Renoldi Bracco, CEO of Bracco Imaging.

Timely Insights from Medical Experts

BRACCO CARES offers key insights and best practices in dealing with the COVID-19 pandemic. Bracco Imaging launched the Bracco Cares initiative through an unrestricted grant, designed to deliver a series of educational webinars and short video discussions with various experts. Its overarching goal is to provide clinicians with the tools they need to manage the ongoing crisis.

Since April, several webinars have been presented to a global audience through the BRACCO CARES COVID-19 Webinar Series. They include: “Emergency Operational Strategies,” “Decontamination Strategies in Radiology,” “Radiology Staff Deployment, Safety, & Morale,” “Tips for Protecting Your Family,” and, “Considerations for Re-Opening Your Radiology Department.”

“BRACCO CARES focuses on information that meets the critical needs of healthcare providers during this unprecedented time. We’ve taken great care to deliver topics that are critical to the situation facing them,” says Bracco.  He calls the initiative “a lifeline” to help healthcare providers know that “we’re all in this together.”

BRACCO CARES has also helped to establish Applied Radiology’s COVID-19 Radiology Practice Updates, an online series of short videos that share global best practices in dealing with the COVID-19 crisis. These video discussions include: “Managing COVID in Italy,” “Asymptomatic Patient Management & Testing,” “Decontamination Considerations in IR,” “Establishing a COVID-19 Virtual Hospital,” and “AI Utilization in COVID-19.”

“At Bracco, we believe that it is vitally important to stay connected with our community and our customers, and to share best practices with one another. So, these types of outreach and support are part of our DNA and culture. The program exemplifies our unwavering commitment to the healthcare community.”



As the pandemic continues to evolve, the BRACCO CARES campaign will offer additional webinars designed to further assist the radiology community. Future webinars will include “Imaging of Thromboembolic Complication of COVID-19,” “Multisystemic Nature & Variable Presentations of COVID-19,” and “COVID 19: Utilization of Abbreviated MRI Protocols.”

Feedback from a Global Community

Like many Bracco Imaging developments, the BRACCO CARES initiative evolved from Bracco speaking with healthcare providers around the world and listening to their concerns. Discussions revealed that they needed information about how to protect their patients and staff from COVID-19, while also keeping their practices financially stable.

“We listened because we care. It's about understanding their needs, providing tangible information to help them with their imaging businesses and their daily lives, which both have been severely impacted by the coronavirus,” says Bracco.

BRACCO CARES has already reached more than 10,000 participants in more than 60 countries. Bracco Imaging also donated personal protective equipment to COVID-19 sites and created a COVID-19 response fund that has provided more than €1 million ($1.4 million) to support the healthcare system in Lombardy, the hardest hit region in Italy.

“This program afforded us the opportunity to help our healthcare providers through this very difficult time. Giving back to our community is the right thing to do because we’re all in this together. I'm proud of our people and company, and their continued resilience and dedication to adapting to this new environment,” he says. “This pandemic is our reminder that our mission is now more important than ever. Our commitment to our mission gives me great confidence that we will overcome current challenges and emerge stronger than ever.”



Editor’s Note: Bracco Imaging focuses on researching, developing and manufacturing solutions to improve diagnostic imaging efficiency, patient safety and cost-effectiveness. Headquartered in Milan, Italy, the company is a world-leading contrast media provider for all key diagnostic imaging modalities: X-ray imaging (including Computerized Tomography, Interventional Radiology, and Cardiac Catheterization), Magnetic Resonance Imaging, Ultrasound, and Nuclear Medicine through radioactive tracers and novel PET imaging agents to inform clinical management and guide care for cancer patients in areas of unmet medical need. The continually evolving portfolio is completed by a range of medical devices, advanced administration systems, and dose-management software.

See our full interview with Mr. Fulvio Renoldi Bracco here.

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BRACCO CARES: A Conversation with Fulvio Renoldi Bracco.  Appl Radiol. 

 McKenna Bryant| July 21, 2020
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