In April 2004, Vision Imaging at Leesport became the first independent imaging center to install Siemens Medical Solutions' Magnetom Avanto with TIM. Since its installation, patient scanning time has decreased significantly and image quality has increased in tests for vascular, neurological, cardiac, and breast disorders, as well as endorectal and spectroscopy exams.
In April 2004, Vision Imaging at Leesport became the first independent imaging center to install Siemens Medical Solutions’ Magnetom Avanto with TIM. Since its installation, patient scanning time has decreased significantly and image quality has increased in tests for vascular, neurological, cardiac, and breast disorders, as well as endorectal and spectroscopy exams.

Although large medical facilities and independent diagnostic imaging centers (DIC) have similar goals, needs, and wants, DICs face a unique set of challenges in providing the service and comfort that patients have come to expect. DICs do not have the financial backing of many larger institutions, and, as innovations increase, often the cost for technology and suitable space increases as well. These factors frequently are viewed as limiting DICs’ ability to purchase or lease the most cutting-edge equipment. However, the reality is that these technological innovations are the very thing that can drive profitability and cost-effective care.

Vision Imaging at Leesport (Leesport, Pa) is an excellent example of how to leverage a joint-venture relationship and advanced technology to draw more patients, increase throughput, and be more competitive. This 6,500-sq-ft DIC specializes in MRI and ultrasound imaging, offering patients a friendly, stress-free environment and providing doctors with unparalleled image quality for improved diagnosis and treatment.

When considering whether and how to purchase new technologies, the management team at Vision Imaging kept in mind two important trends:

  1. Today’s increasingly educated consumers have become more knowledgeable about the imaging practice; and
  2. Referring physicians weigh their options more carefully than ever.

DICs need to offer patients the high-quality imaging capabilities that are available at larger medical institutions, but at a more convenient location and with a greater emphasis on patient comfort. DICs also need to offer medical professionals the most advanced clinical capabilities. The advent of imaging solutions that address all of these needs-from high-quality imaging and cutting-edge clinical applications to limited space requirements and affordable price points-is changing the face of today’s DIC, and, in turn, attracting a growing number of patients and physicians alike.

Along Came TIM

Staff at Vision Imaging was considering the purchase of a mid-level MRI, but the team was well aware that high-quality MRI is vital to successful diagnosis and treatment, because it allows medical practitioners to detect early signs of disease and offer solutions before they become a problem. Also, DICs are known for providing a patient-friendly experience. So a system that addressed patient comfort and eased the imaging process-by keeping exam times as short as possible and addressing claustrophobia-was a necessity.

Ultimately, Vision Imaging decided on a lease-to-buy agreement for the Magnetom Avanto with total imaging matrix (TIM) technology from Siemens Medical Solutions (Malvern, Pa). Installed in April 2004, this 1.5 Tesla (1.5T) system is capable of whole-body images without needing to change coils. As for patient comfort, the new system gave Vision Imaging the ability to scan patients quickly using a short bore, virtually eliminating issues of claustrophobia. All of these attributes and a full range of imaging applications gave Vision Imaging a competitive edge in the local area.

Because of the Magnetom Avanto’s particular strengths, Vision Imaging has received numerous imaging referrals from orthopedists, including requests for whole-spine imaging in particular. Since having several physicians trained in breast MRI, and being the only site in the area to offer that procedure, the center has enjoyed a significant volume for these exams. Also, the center plans to add cardiac imaging in the near future.

Radiologists have benefited from the speed of the MRI, increasing throughput and the amount of patients who can be scanned in a single day. In 30 minutes or less, cervical, thoracic, and lumbar spine scans can be completed and on their way to the referring physician.

The Magnetom Avanto 1.5T MRI scanner offers seamless metastasis evaluation, whole CNS imaging, and visualization of vascular diseases. The Avanto is the first Siemens system to fully incorporate TIM, a whole-body surface-coil concept.
The Magnetom Avanto 1.5T MRI scanner offers seamless metastasis evaluation, whole CNS imaging, and visualization of vascular diseases. The Avanto is the first Siemens system to fully incorporate TIM, a whole-body surface-coil concept.

Technologists found that after 2 weeks of use, they were more comfortable with the new system than the prior MRI, which they had used for years. John Cooney, RT(R) MR, a technologist at the facility, says that he was able to use the system upon installation. After that, it took him about a month to be completely familiar with Siemens’ terminology on the Magnetom Avanto. “The system is laid out very logically and similarly to a Windows environment,” Cooney explains. “Anyone who has a PC will be able to relate to the system, which makes it easier to use.”

Also, since the installation of the new MRI system, referrals have grown almost weekly by word of mouth alone. Vision Imaging’s patients have been the most enthusiastic spokespeople, suggesting that referring physicians make a point of sending their business to Vision Imaging because of their capabilities. The time needed to scan a patient has been cut by 50%?75%, without compromising imaging quality. These attributes allow Vision Imaging to offer cost-effective, patient-centered care that benefits both patients and medical practitioners.

Benefiting Both Businesses

As wages, health benefits, medical technologies, and services continue to steadily rise in costs, starting and maintaining a DIC is a financial challenge. But as with any business, success can be defined by one simple phrase: location, location, location. Leesport, Pa, located about 10 miles north of Reading, Pa, was an underserved market, easily accessible from the north and south.

Enter St Joseph’s Medical Center and its radiology group, Winston Radiology (Reading, Pa), which reviewed Vision Imaging’s business plan and offered to invest in the center for its own growth into this market region. This option locked in an investor, and, more importantly, locked in a major source of ongoing referrals and an additional relationship with the imaging department.

Since the deal was struck, St Joseph’s and its radiology group have served as a valued investor and partner. Not only has Vision Imaging benefited from the investment and ongoing source of referrals, but St Joseph’s and its imaging department have benefited by having access to advanced MRI technology that is not readily available in-house.

Patients First

In 2002, more than 110.2 million Americans visited the emergency room, a 23% increase since 1992. As emergencies take priority with the imaging technologies available at medical facilities, including MRI, nonemergency patients stand the chance of being rescheduled. Add in the demands placed on personal and work lives today, plus the driving distances to some of these facilities, and many people are left with little time for these occurrences.

From the beginning, Vision Imaging positioned itself as the area’s leading imaging center with a clear focus on patient comfort and ultrafast, state-of-the-art technology that is traditionally available at larger medical facilities.

Today’s patients are more educated about the options that are available to them. When given a choice about where to be imaged, many times the patient will make his or her choice based on the most advanced technology and patient comfort available at the facility. To the credit of Vision Imaging’s dedication to its patients, feedback on their imaging capabilities has been extremely positive.

A Bright Future

Starting and maintaining a DIC, as with any small business, continues to be a financial challenge. Contrary to popular belief, advanced technologies allow DICs to compete while improving their bottom line. The investment of a state-of-the-art system can be well worth it by increasing patient throughput and streamlining the imaging process, ultimately impacting the center’s financial well-being.

In today’s competitive imaging marketplace, cutting-edge technology gives any facility a distinct advantage-and Vision Imaging is a prime example. By no means a large facility, Vision Imaging has defined itself as a market leader in the region for MRI services since the implementation of the Magnetom Avanto 6 months ago. Vision Imaging has only started to take advantage of its full capabilities and begun shifting its referral-generating program into high gear. The future is limitless, and Vision Imaging is eager make the most of opportunities ahead.

James Stuppino is partner of Vision Imaging at Leesport (Lessport, Pa), a 6,500-sq-ft center with ultrasound and MR capabilities.
James Stuppino is partner of Vision Imaging at Leesport (Lessport, Pa), a 6,500-sq-ft center with ultrasound and MR capabilities.