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FROM YOUR HOME TO THE WAITING ROOM
Technology’s New Role in Healthcare

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Hello!
Melissa Tait | VP Technology
Better Health: Everyone’s Responsibility
Dagmara Scalise | AVP
Healthcare Practice Lead
theprimacy.com
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Who is Primacy?
 Full-service digital agency
 Interactive focus for 16+ years
Digital experts who help companies succeed online
 Independently-owned
 90+ employees in CT, Boston and NYC
 Healthcare is a key practice area
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Healthcare Experience and Expertise
Healthcare is a Key Practice Area
 Broad discipline: providers, insurers and
health & wellness organizations
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Consumer-facing patient portals
Website and intranet redesigns
Custom mobile and responsive solutions
Service line campaigns
Digital marketing and analytics
Cross industry know-how
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EMERGING TECHNOLOGIES
IN HEALTH CARE
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What’s Impacting Health Care?
Search
Wearable & Embedded Technologies
Big Data
Wellness Apps
Indoor Mapping
Mood Detection
Near Field Communication
Gesture Recognition
Mobile Diagnostics
3d Printing & Bio-printing
Connected Devices/M2M
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80 Million
Wearable wireless sensors for
fitness and wellbeing by 2016.
Adoption is driven by device availability & new social patterns that encourage
people to record and share fitness data
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15 million
Today, there are
users of appenabled mHealth and mobile-fitness hardware
devices.
By 2018, it’ll be
96 million
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23,728 HEALTHCARE & FITNESS APPS
19,484 MEDICAL APPS
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Connected Healthcare
60%
61
75
2011
Of users who own a tablet, smartphone,
and a desktop/laptop, access health
information on all three devices
2012
U.S. adults using mobile phones for health info & tools grew from
61 million in 2011 to 75 million in 2012
Patients and doctors are turning to a variety of products to aid in
diagnosis, recovery, and preventive care
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People use their mobile devices to
research hospitals while . . .
23%
16%
Doctor’s
office
61%
27%
20%
Out of
town
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Visiting
friends/
family at
home
At work
At home
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It’s Not Just Consumers. Mobile is in the
Hospital
Hospitals are adopting mobile devices for a variety of reasons:
 Meaningful Use
 Physician Appetite
 Consumer/Patient Appetite
 ROI potential
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SEARCH & MOBILE SEARCH
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What is it?
User-directed research via
Google, Bing or other search engines
Search & Mobile
Search
Pros
Enhances learning, engages users to
take a more active role in their health
Cons
Information overload, inability to
discern between reliable and
unreliable information, data capture
Inspiration
Ubiquity of internet access; growing
proliferation of smart phones and
tablets
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Search Has Been Game Changing
i’m looking for a doctor
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Not Only Is Frequency On The Rise
+20% y/y
2009
2011
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2013
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But Key Decisions Are Made Online
%
of online consumers say online information or tools have influenced their
choice of healthcare providers, treatments, and services
%
percent of online patients diagnosed with a chronic condition within the
past three months (Q3 2012) said the Internet influenced their health
choices
54
79
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Are People Really Using Their Phones
for Health Care?
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Health Care Is Top Mobile Category
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Smart Phones in the
Exam Room
80%
70%
Percentage of health care
providers who use smart
phones during patient
consultations:
60%
50%
40%
30%
20%
10%
0%
Physicians
RNs
APRNs
Physcian
Assistants
Source: Manhattan Research, ―Taking the Pulse Nurses‖ as cited in press release, July 23, 2012.
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What Does This Mean?

Health care is no longer limited to the physician’s office – consumers are
connected nearly everywhere they go

Providers have many new avenues for communication
– Inspire, innovate, communicate

Being visible in search is extremely important
– Create consumer-friendly content (text, videos, images)

Driving consumers to your site should be a priority
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Expect a Changing
Landscape.
Groundbreaking insights powered by big data.
Improved patient experiences using mobile
devices.
New medical devices, treatments & diagnostics.
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BIG DATA
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What is it?
Large-scale data collection and
analysis
Big Data
Pros
Patterns can provide insights about
health care consumption, treatments;
help providers predict diseases and
find new treatments
Cons
Consumers feel it invades their
privacy, worry about the impact of
information sharing with
insurers, employers, government
Inspiration
Treato; Hadoop
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TREATO
Treato is a consumeroriented website that
aggregates patient
experiences from the internet
and organizes them into
usable insights for
patients, physicians, and
other healthcare
professionals
Crawls the web for healthrelated content and has
aggregated and analyzed 1.1
billion+ online posts about
over 11,000 medications and
over 13,000 conditions from
thousands of English
language websites. Can
currently process 150-200
million user posts per day.
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HADOOP
Hadoop is a software that
makes large scale computing
and data analysis affordable.
In use by hospitals such as
Mount Sinai and Los Angeles
Children’s Hospital, it allows
researchers to access large
amounts of data, including
hospital patient data and
data from around the world.
Also used by private
companies that develop new
search capabilities for health
care data.
Researchers use the data to
find data sets on
medication, trials, etc. The
software also provides realtime feedback and guidance
for treatment to improve
patient outcomes.
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MOBILE DIAGNOSTICS
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What is it?
Mobile phones are enabling selfdiagnostics, enabling patients to
identify & manage health
Mobile Diagnostics
Pros
Gives patients the tools they need to
assess their health at a low cost
Brings health diagnostics &
management to poverty nations and
low-income patients
Cons
Patients may use the tools in lieu of
doctors, risking an inaccurate
diagnosis
Inspiration
EyeNetra, Cellscope, AliveCor, Quant
tus, Scanadu, iBGStar
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EYE EXAMS
Netra-G is a device
created by EyeNetra that
attaches to a smartphone
and enables patients to
perform their own eye test
by measuring the
refractive error of the eye
– essentially replacing the
autorefractor.
Individuals can then use
those measurements to
purchase glasses and
contact lenses.
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HEART MONITORING
The device snaps onto your iPhone and wirelessly communicates between the app
and your phone. Resting your fingers from each hand on the electrodes, the app
recognizes skin contact and performs the ECG. While it records, it displays and saves
your heartbeat.
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EAR VIEW
Cellscope converts your
phone into a connected
digital otoscope. It
utilizes an attachment
and the phone camera to
view inside an individual’s
ear.
Parents can view their
child’s ear canal and
eardrum, then share
images & symptoms with
their physician remotely.
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GLUCOSE MANAGEMENT
A blood glucose meter that can be
used on its own or connected to an
iPhone to manage and communicate
your diabetes information.
The meter will automatically sync
data with the Diabetes Manager app
– tracking glucose, insulin and carbs
while also charting glucose patterns
over time.
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VITAL STATISTICS & TESTING
Used in conjunction, the Scanadu Tricorder is a small, handheld device that can
measure vital statistics such as blood pressure, pulmonary function and body
temperature. An onboard hyper-spectral camera and microfluidic lab-on-a-chip would
also be able to analyze rashes and infections as well as process blood & saliva samples.
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TERAHERTZ IMAGING
Researchers at UT Dallas
have designed an imager
chip that could turn mobile
phones into devices that
could see through
walls, wood, plastics, paper, t
he body & other objects.
They tapped into an unused
range in the electromagnetic
spectrum which characterizes
wavelengths of energy and
are utilizing a new microchip
technology.
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NEAR FIELD COMMUNICATION (NFC)
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What is it?
Wireless communication between a
chip and devices that support NFC
Near Field
Communication
(NFC)
Pros
Utilized for secure communications
Cons
Penetration is low & requires a device
with an NFC reader and a native app
Inspiration
PatientID+, IMPAK, Google
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PATIENT IDENTIFICATION VIA NFC
Merchant360, Health Portal
Solutions, & CliniCard
created a patient id &
payment system using NFC.
PatientID+ enables health
care providers to quickly
perform identity
verification, eligibility
screening, and payment at
intake via their NFC-enabled
card or phone.
The patient enters a PIN to
access and transmit the
information to the
provider, who then
authenticates to access the
information.
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NFC HEART MONITORING
RhythmTrak is a handheld electrocardiogram device to track patients’
cardiovascular health at home and transmit the data to doctors via NFC
enabled smartphones.
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AMS NFC FOR MEDICAL IMPLANTS
AMS unveiled a sensor-enabled NFC tag that could be used in a sub-dermal
implant, enabling diabetes sufferers to read their glucose levels at any time by simply
holding an NFC phone to a tiny device implanted under their skin — and replacing the
need for finger pricking and dedicated glucose monitoring devices.
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INDOOR MAPPING
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Indoor Mapping
What is it?
Cartography of indoor institutions
using a variety of technologies
including
WiFi, Bluetooth/BLE, magnetic
fields, light wavelength.
Pros
Race to deliver implementation for
navigation and contextually-relevant
content.
Cons
Technology & solutions are varied
Native apps are required
Inspiration
Here, ByteLight, Google, Apple
iBeacon, ConnectQuest, Estimote
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GOOGLE INDOOR MAPS
Google uses WiFi and floor plans to create indoor mapping solutions for
Android and iOS apps. They now provide a SDK for integration with iOS &
Android apps.
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HERE
Microsoft partnered with then
acquired Nokia to consolidate
the features and data of Bing
Maps with Nokia’s indoor
mapping technology. It
currently is supported by the
Windows 8 Phone.
Claim they’re ready to give
Google a run for their money…
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IBEACON
iBeacons is a Bluetooth-based location positioning system that can identify the general
area a user is in. iPhone 4S+ along many newer non-Apple devices support BLE.
BLE has the potential to replace NFC. BLE is more reliable, easier to use, and supported
by iOS devices. Possible applications: monitoring, administration, prevention, data
transfer between patients and care givers – pretty much anything NFC can do but better.
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ESTIMOTE
Estimote offers BLE beacons with an SDK for custom app development.
Apple, Google and Microsoft/Nokia have recently announced native support of
BLE with their latest mobile operating systems.
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BYTELIGHT
A Boston startup that is harnessing LED lighting to detect location. LED lights
broadcast unique signals which can be received by mobile device cameras and
compute positioning within one meter of accuracy in less than a second. They
also offer real-time analytics of usage for optimization.
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M2M: MACHINE TO MACHINE
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M2M:
Machine to
Machine
What is it?
M2M uses a device (sensor or meter)
to capture an event
(temperature, inventory), which is
relayed through a network
(wired, wireless) to an application that
translates the event into meaningful
information.
Pros
Enables efficiencies across our daily
lives and digital experiences
Cons
Depends on one’s perspective…
more connectivity throughout life may
deter those who fear technology
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Inspiration
Healthcare, Fitness, Education
theprimacy.com
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M2M: RFID IN HOSPITALS
Colchester General Hospital in Essex, England, announced it is using real time
location-tracking technology. With RFID (radio-frequency identification) tags affixed to
various items such as wheelchairs, beds, cardiac monitors, etc., the staff can very
quickly locate an item.
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M2M: DIGITAL X-RAYS IN THE ER
With digital radiology, X-rays can appear instantly on a computer
screen, resulting in staff no longer needing to manually download the
information which saves time and reduces the backlog of patients.
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CONNECTED FROM WITHIN
Novartis created "Smart Pills" that can wirelessly transmit data to a patch and from there
to a smartphone or a doctor's computer. Sensors send a signal that is activated when the
minerals interact with stomach acids. The signal is picked up by a microelectronic receiver
worn by the patient. Information relayed directly to physicians and caregivers via text
message, app or email. The pills are now FDA approved.
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CONNECTED CARE SERVICE
CareLink Express Service is a new patient monitoring system which can communicate with
implanted cardiac devices and distribute data to doctors and hospital’s EHR system. In
pilot programs, hospitals were able to reduce patient wait times, allowing for quicker care.
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IKNIFE
Instead of sending tissue to a lab and waiting 30 minutes before resuming
surgery, surgeons hope the iKnife will let them know instantly whether
something is malignant.
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WEARABLE & EMBEDDED DEVICES
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Wearable &
Embedded
Devices
What is it?
A device that users wear to record
personal information and transmit it to
an app for data management
Pros
Provides users with an ability to
visualize and manage personal
activities that aren’t normally digital
Cons
Embedded devices are so new that
the effects may not be defined
Inspiration
Fitbit Flex, Jawbone UP, Nike
Fuelband, Google Glass, BioSensor
Tattoos
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FITNESS BANDS
Jawbone Up, Fitbit Flex and Nike Fuelband all track your movement and sleep
patterns to promote a healthier lifestyle. Users contribute additional data such
as meals & moods. Data is transmitted to an app which helps you visualize
and adjust your lifestyle.
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JAWBONE’S UP
Jawbone analyzes the data collected to provide predictive and
personalized recommendations for healthier living.
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GOOGLE GLASS
One doctor created a Google Glass CPR App. A user wearing the glasses
can initiate the app by saying, ―Ok Glass, CPR Glass.‖ From there, the app
will walk through user through steps to identify the status of the victim and
administer CPR.
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GOOGLE GLASS
Rafael Grossmann is a
surgeon and Google
Explorer. He streamed a
surgery in a real-time to
Google Hangout.
He emphasized patient
safety and the importance of
confidentiality, informed
consent and no transmission
of any patient identifying
information.
―The entire procedure was
unremarkable and Google
Glass was unobtrusive and
second nature‖
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AR CONTACT LENSES
Innovega prototyped and are
trialing their iOptik AR
contact lenses.
Pentagon officials have
reportedly ordered
prototypes that provide a
wide field of vision while also
allowing individuals to focus
both on a specific image and
on their environment at the
same time.
2014 is the target date for
consumers.
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BIOSENSOR TATTOOS
MC10 designed a microchip that can now be printed directly on the skin. The bond to the
health sensor is formed with spray-on bandage material you might find in stores. It can
detect things like the temperature of the wearer and hydration levels and can withstand
activities like showering and swimming. The tiny mesh of circuits lasts on your skin for
two weeks, until it's naturally exfoliated.
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WELLNESS APPS
MyNetDiary
MealSnap
MyPlate Livestrong
MyFitnessPal
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Nike+
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What is it?
A set of applications to enable users
to proactively track and manage
their health
Wellness Apps &
Digital Experiences
Pros
Raises awareness and fosters better
health habits
Cons
You’re connected more frequently
Inspiration
Jawbone, Human, Journal of Better
Medical Research, Beddit
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HUMAN
Aiming to make people ―healthier and happier,‖ Human launch iOS app to help users
track their outdoor activities and ensure they’re moving for 30 minutes or more. Rather
than using a wearable device, the app tracks your movements with your mobile phone. It
also incorporates Gamification to keep users engaged.
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The Journal of Better
Medical Research ran a
study where adults used
Twitter to capture food
consumption & diet
behavior. Participants
tweeted food and drink
intake over three days
with hashtags -#mood, #protein, #conve
nience -- to convey foods
& context.
TWEETING BETTER HEALTH
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BEDDIT SLEEP TRACKER
The Beddit sleep and wellness device tracks your heart
rate, breathing, snoring, movements, environment and sleep patterns. The
sensor tracks all your sleep information and transmits that data via Bluetooth to
an iOS or Android smartphone. The mobile app will show the stats and will
provide personalized coaching tips for improving sleep.
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FACIAL RECOGNITION & DIGITAL MOOD DETECTION
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Facial Recognition
& Digital Mood
Detection
What is it?
The study and development of systems
and devices that can
recognize, interpret, process, and simulate
human affects. Digital experiences could
then leverage facial & gesture recognition
to display relevant content.
Pros
Contextual digital experiences and ads for
increased conversions
Cons
Big Brother or Minority Report?
Google raises privacy concerns but warns
regulators about stifling innovation
Inspiration
Microsoft (Kinect), Intel, Immersive Labs
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MOOD DETECTION
Microsoft registered a patent for ―a computer-implemented method to determine
emotional states of users that receive advertisements on client devices‖ through a
monitoring of online activities.
Kinect will have improved voice recognition and motion sensing – tracking facial
expressions and the pitch of volume of voices to measure different emotional states.
This fall they will release Kinect ―NuAds‖ which will leverage the new technology.
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GESTURE RECOGNITION
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Gesture
Recognition:
Kinect Effect
What is it?
Kinect is being used in creative new ways
– from using the skeletal sensors for
physical therapy to referencing patient
information during surgery.
Pros
Utilizes motion sensors, skeletal
tracking, facial recognition & voice
recognition to deliver interactive
experiences real-time
USB connection & Microsoft code library
opens the door to new, creative
executions
Cons
Kinect technology is associated with
XBOX and gaming
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Inspiration
Tedesys & Sunnybrook Hospitals, Avatar
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Patient Groups
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KINECT IN SURGERY
Sunnybrook Hospital utilizes Kinect cameras to control MRI, CAT & CT
scan imagery during surgery.
Tedesys, a hospital in Spain, utilizes motion sensors & voice detection in
surgery.
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LEAP MOTION
Leap Motion’s gesture-tracking system is more powerful, more
accurate, smaller and cheaper than Kinect. It uses a number of camera
sensors to map out a 3D and contains almost none of the Kinect's angle
and distance restrictions.
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3D PRINTING & BIO-PRINTING
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What is it?
Process of layering materials –
resin, glass, metals, cell tissue – into
objects defined by a digital model
3D Printing &
Bio-Printing
Pros
Enables rapid prototyping
Opening the door for new research
and opportunities in healthcare
Cons
Printers, particularly 3D bioprinters, are costly
Inspiration
Children’s National Medical
Center, 3D Printed Kidneys
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CHILDREN’S NATIONAL MEDICAL CENTER
A 3D printer uses data
from individual patients
to replicate the organs
of those
individuals, reflecting
their particular
intricacies and
deformities. The device
synthesizes images
from CT scans or
ultrasounds, translating
that information into
thin layers of plastic
that are stacked until
they form a threedimensional object.
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3D BIO-PRINTING
Bioprinting technology will allow doctors and scientists to print synthetic tissue and
entire human organs. They’ll be loaded with cartridges of primary or other living
human cells and move in three planes allowing it to fashion 3-D tissues and
organs. Cells will be laid into a protective gel and objects built up one cell at a time.
Earlier in March, a US man had 75% of his skull replaced with a 3D-printed plastic
prosthetic, the first-known operation of it’s kind.
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3D BIO-PRINTING: KIDNEY
In China, researchers printed a miniature 3D kidney which can live up to
four months and can function the same as human kidneys. One
challenge for 3D bio-printing is leaving enough space for the cells to grow.
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QUESTIONS AND DISCUSSION
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THANK YOU
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