United Medical Instruments - Diagnostic Ultrasound Blog!

There was a time when the sales process was glamorous and meaningful. A physician would develop a relationship with a salesperson, be treated to celebratory dinners, become a reference site for purchasing the newest release of imaging software. Now there are laws that prohibit salespeople from almost buying a customer a cup of coffee, most of the ultrasound systems are comparable to one another and buyers are becoming savvier with their equipment purchases. In addition, budgets for everyone are tight, so trade show attendance is noticeably down.

So how do physicians purchase equipment today? Do they defer to the folks in purchasing who send out RFPs and buy based on price? Are relationships still a driving force? If for example, you bought an Acuson Sequoia system based on its performance AND your relationship with the salesperson, would you trade it for a GE Vivid 7 because your contact changed companies and went to GE? Is buying off the internet still an option? Experience has shown that purchasing from sites like eBay leave the customer in a lurch post-sale, no ultrasound system training provided, no warranty, not getting certain features enabled that you thought were on the system.

At United Medical Instruments, Inc. we have aligned with certain vendors whose equipment we feel is superior for certain clinical applications, but mostly, we work as a partner with the customer to really assess what your present needs are as well as future needs to ensure we match you with an ultrasound system that will allow you to grow your practice. Contact us to learn more.

With uncertainty in the healthcare market and questions about medical reimbursement, physicians are looking to diversify their service offerings, taking a proactive approach to patient care. In addition, an emerging trend is to evolve into a “concierge physician”, which allows clinicians to supplement their revenue by offering an annual fee-based option in addition to billing. 

Part II

Last week we reviewed varicose veins – what they are, how people get them and conservative treatments to try. This week, we'll look at the various options available to patients. At United Medical Instruments, Inc. we are fortunate to have a phlebology expert, Jeanette Ashby, on staff who goes on-site to provide customers with training after purchasing ultrasound equipment to use in conjunction with vein treatments such as Endovenous Laser Therapy (Ablation), Radiofrequency Occlusion, or Endovenous Chemical Ablation. Jeanette describes these procedures as follows:

Endovenous Radiofrequency Ablation is a treatment alternative to surgical stripping of the greater saphenous vein. A small catheter is inserted, usually through a needle stick in the skin, into the damaged vein and guided under ultrasound to the treatment site. The catheter delivers radio frequency energy to the vein wall, causing it to heat. As the vein warms, it collapses and seals shut. The procedure is generally done in an outpatient or in-office setting. It may be done under local anesthesia. Following the procedure, the catheter is removed and a bandage or compression stocking is placed on the treated leg.   Endovenous Radiofrequency Ablation is FDA approved for the treatment of the greater saphenous vein.  To watch a video on the the VNUS Closure Procedure Using ClosureFAST Catheter, click here.

Endovenous Laser Treatment is a treatment alternative to surgical stripping of the greater saphenous vein. A small laser fiber is inserted, usually through a needle stick in the skin, into the damaged vein and guided to the treatment location under ultrasound. Pulses of laser light are delivered inside the vein, which causes the vein to collapse and seal shut. Following the procedure a bandage or compression hose is placed on the treated leg and the patient is encouraged to walk as well as to return to normal activities. Endovenous Laser Treatment is FDA-approved for the treatment of the greater saphenous vein.

 Endovenous Chemical Ablation is a common treatment method used to treat both varicose veins as well as abnormal veins well beneath the skin surface. Under ultrasound guidance a small gauge needle is inserted into the vein where a small amount of sclerosant is injected. The solution causes the treated vein to close. The vein is typically reabsorbed by the body in time.

To learn more about implementing one of these ultrasound-guided vein procedures in your office, contact us.

So you have a new laptop ultrasound system in your private practice, great, but how do you market yourself in your community? Ultrasound is a versatile and affordable modality that is changing the way physicians treat patients. Private practice clinicians are incorporating ultrasound for a range of specialties from breast imaging to AAA screenings to ultrasound guided joint injections and in-office biopsies. As physicians look to treat the whole patient and conduct preventive screenings, marketing yourself as a resource is paramount. Following are some social media ideas to incorporate into your marketing plan when promoting ultrasound at your office:

1. Facebook. You do not need to post your daily trip to the coffee shop or give hourly status updates that frankly, not many people care about, but what you DO need to have is a Facebook Fan Page, and this is assuming you have a website which is imperative to the success of every business at this point. Use the Facebook Fan Page to promote happenings at your clinic (health screenings or free baby face scan), relevant articles for your patient population, comment section for patients to provide feedback about the care and service received. Facebook is also a very economical tool for targeted ad campaigns to reach potential patients. For example, September is National Prostate and Ovarian Cancer month, create a demographic-specific ad to draw attention to your practice and the ultrasound services you provide centered around these topics.

2. Yelp or Healthgrades. When anyone does research when making a purchase or taking a trip, the internet and Google are the first-stop in that journey. The same is true, if not more true, when researching a doctor. Reading reviews of the physician, their practice and services offered drive the decision making process to make the appointment or move on. Ensure you have available content on sites your potential patients are perusing and check them yourself for positive or negative comments so that you can manage your reputation accordingly.

3. YouTube. Video testimonials are powerful and allow access to real patients. Ensuring all HIPAA laws are followed, you might consider interviewing a few patients and highlight their experience at your practice. Post these on your website to help keep your site fresh, dynamic and up top in Google search results.

Ownership of portable ultrasound equipment is on the rise, if you have a system in your practice, make sure your patients know how you can help them! To learn more about ultrasound and joint injections click here.

Clinicians who use or who are considering using ultrasound as a diagnostic tool for scanning thyroids will have a new and more effective protocol to follow when diagnosing malignant vs benign thyroid nodules. The thyroid gland is responsible for regulating our body's metabolism. The thyroid has two main hormones, which are T3 (tri-iodothyronine) and T4 (thyroxine), if the body does not release the proper level of these hormones then disease can occur.

Examples of diseases associated with an unbalanced thyroid are: Hypo or hyperthyroidism, thyroid cancer or development of solitary thyroid nodules. Using ultrasound and fine needle aspiration biopsy, radiologists from the research institute of radiological science at Yonsei University of College of Medicine in Seoul, South Korea conducted a study to categorize the thyroid nodules found on patients. Previous TIRADS have been difficult to apply in practical life so the study was devised to create a simpler categorical protocol, according to the study:

The authors used the findings to create TIRADS categories, which were defined as:

• Category 3 — no suspicious features

• Category 4a — one suspicious feature

• Category 4b — two suspicious features

• Category 4c — three or four suspicious features

• Category 5 — five suspicious features

Additionally, researchers found "several ultrasound features demonstrated a significant association with malignancy. These were: solid component, hypoechogenicity, marked hypoechogenicity, microlobulated or irregular margins, microcalcification and taller-than-wide shape."

Endocrinologists and other clinicians can apply these features in conjunction with needle visualization technology for biopsies when conducting ultrasound to assist in diagnosing thyroid malignancy.