Bracco Diagnostics Builds Relationships and Educates Clinicians in a Challenging Environment
Applied Radiology Publisher Kieran Anderson recently spoke with Cosimo DePinto, Sr. Vice President, Sales and Marketing at Bracco Diagnostics Inc. This article is based on their conversation.
Educating clinicians has always been a key effort for Bracco Diagnostics Inc., the US subsidiary of Bracco Imaging S.p.A. This year more than ever, the company is dedicated to ensuring radiologists around the world have the tools they need to navigate the COVID-19 pandemic.
In April 2020, the company launched Bracco CARES, a global initiative to support healthcare professionals during the COVID-19 pandemic. Bracco CARES helps provide clinicians with timely information to help maintain their practices and rebuild patient confidence.
Funded through an unrestricted grant, the initiative offers of a series of webinars and short video programs highlighting discussions with various experts to help in the management of the ongoing crisis. Additionally, the program has helped to establish Applied Radiology’s COVID-19 Radiology Practice Updates, which includes short videos that share global best practices in dealing with the pandemic.
BRACCO CARES initiative was inspired by listening to healthcare professionals around the world, said Cosimo DePinto, Vice President of Marketing at Bracco Diagnostics Inc. Those discussions revealed that clinicians needed more support to effectively cope with increased patient care and management demands. They particularly wanted information about how to protect patients and staff from COVID-19, while keeping their practices in the black.
“The Bracco CARES initiative supported our customers and healthcare professionals at large, by providing timely insights from medical experts, both here in the US and around the world,” said DePinto. “The goal for us was to help support our customers as they navigated through these very difficult and uncertain times. The response has been tremendous, and it's our privilege to offer this up to our customers and the market at large.”
Showcasing a full set of multimodality solutions at RSNA 2020
For the all-virtual RSNA 2020 meeting, Bracco created an interactive exhibit. During and after the all-virtual RSNA 2020, attendees were able to access Bracco CARES expert video content in the Bracco Virtual Experience.
The exhibit gave visitors the opportunity to experience a guided tour of Bracco’s exhibit and to learn about the company’s comprehensive services, product portfolios, and technological innovations. It included product videos and demos, and allows visitors to make connections with Bracco team members in real-time chats or by scheduling virtual meetings with the medical, sales, and management teams.
Registrants could also attend two virtual events: a Lunch and Learn titled, “Implementation of Value Based Care: Time Well Spent in Post Pandemic World,” and an event in the company’s virtual exhibit titled, “Why Imaging Shouldn’t Be Afraid of Value-Based Care: Real World Successes.” The latter presentation is still available in Encore Presentations within the Bracco Virtual Experience.
During RSNA 2020, the company showcased its full portfolio of diagnostic imaging products, including its SmartInject Solutions, a series of interconnected technologies to help radiologists and technologists monitor and manage patient safety, keep up-to-date patient records, manage compliance, and track performance in real time.
The SmartInjectCT® Solution centers on the NEXO® Contrast Management System, a networking technology that tracks contrast delivery and manages CT imaging protocols for innovative decision support. In addition, NEXO [DOSE]®, a complementary radiation dose-management platform, is offered across all modalities. SmartInjectCT includes the EmpowerCTA®+ Injector System, which helps optimize imaging capabilities, streamline workflow, and enhance patient care. Bracco’s EmpowerMR® Injector System, meanwhile, provides a comprehensive approach to ensuring safety and image quality in magnetic resonance imaging.
With more than 25 years of expertise in MR contrast development and delivery behind them, Bracco’s ProHance® and MultiHance® are industry-leading gadolinium-based contrast agents (GBCAs).
“One of Bracco’s competitive advantages in diagnostic imaging is the unparalleled depth and breadth of our portfolio across all of the imaging continuum. We have solutions in conventional X-ray, CT, MRI, contrast-enhanced ultrasound, as well as nuclear medicine-based solutions. Our go-to-market strategy is about a total-solutions approach that addresses key practical customer needs,” said DePinto.
Building partnerships with customers and clinicians
As the pandemic eventually begins to ease, Bracco is thinking about life in a post-COVID world, Bracco is focused on collaborations that will drive progress in 2021 and beyond. “The partnership between industry and healthcare in imaging has always been a very important collaboration that has propelled our market forward. Given all the challenges we are facing in 2021 and beyond, this partnership is going to be even more important moving forward,” said DePinto. “We look forward to 2021 and continuing our efforts to support our customers in order for them to support their patients. Because at the end of the day, everything we do touches the patient.”