Interview

'We Are Looking Forward to Growing our Network of Distributors Across India'

SonoSite Inc is the world leader and specialist in hand-carried ultrasound systems. It set up a wholly-owned subsidiary in India in 2007 with headquarter in Gurgaon, Delhi NCR. Pavan Behl, General Manager, SonoSite India Private Limited speaks to Express Healthcare. Excerpts:

Pavan Behl General Manager, SonoSite India Private Limited

Briefly tell us about SonoSite's product range?

M-Turbo Systems: The new SonoSite M-Turbo hand-carried ultrasound system is designed to provide full ultrasound capabilities for point-of-care demands. Building on the global success and proven reliability of SonoSite products, the M-Turbo system and SonoSite manufactured transducers are designed to withstand a one metrr drop onto a hard surface and have sealed surfaces that can be wiped down with disinfectant. The M-Turbo boots within seconds of a cold start, and offers a 16-fold increase in processing power from previous platform, generating dramatic improvements in image quality. The biopsy needle guide attachment available with P21 sector probe provides a unique feature mainly used for Throcentesis, highend applications of TCDI, Neonatal imaging & MSK.

MicroMaxx Systems: SonoSite's MicroMaxx ultrasound system provides excellent lung sonography, focused abdominal and vascular sonography in critically ill-patient in the ICU setups, fine needle aspiration at bedside for thyroid and breast. Weighing under eight pounds, the MicroMaxx unit is intuitive and easy to use, and goes from 'off' to real-time imaging in less than 15 seconds.

S-Series Systems: While the S-FAST system is custom-designed for emergency physicians, the S-ICU is for intensive care clinicians. The systems have fewer buttons, menus and dials, so it's surprisingly easy to use. They have strikingly clear image quality to that one can see exactly what's going on inside the patients. One can focus in on the target area in seconds, using just two controls.

NanoMaxx Ultrasound systems: With its unique one button control, high quality diagnostic imaging and full color flow mapping, NanoMaxx is designed to address the needs of physicians making key clinical decisions, or guiding interventional procedures. Proprietary technology and sophisticated algorithms automatically optimise multiple individual settings to provide outstanding imaging at the touch of just one button. Supremely portable and incredibly tough, NanoMaxx system combines 'Best in Class' performance with affordability and simplicity. Offering a fluid-resistant touch screen interface that is easy to clean and disinfect, combined with unprecedented ease of use, the NanoMaxx sets a new standard in patient safety.

What is the USP of SonoSite's hand-carried ultrasound systems?

The USPs of SonoSite's Hand-carried Ultrasound systems are -

• Increasing clinical productivity - The image resolution of the SonoSite systems is so high that physicians rarely need to subject patients to additional exams involving larger systems. Because the results are available much more quickly, it greatly improves the overall patient care.
• Creating the future of ultrasound - Hand-carried ultrasound is an extension of the physician's eyes, ears, and fingertips. The systems are increasingly being used for procedures where physicians need cost-effective, non-radiating imaging in such diverse applications such as real-time trauma assessment in emergency situations, guiding interventional procedures such as biopsies, nerve blocks and surgery, and in the imaging lab for full diagnostic examinations. It is the future of ultrasound.
• Battery back-up of four hours - The importance of a battery backup time of up to four hours has a major advantage in many cities in India where supply of stable power, the importance of which cannot be overstated.
• Five-year warranty - All M-Turbo, S-Series and MicroMaxx systems carry an unprecedented five-year warranty, thereby significantly reducing the maintenance costs, which is a major financial benefit to the customer backed up by a strong service support team. Our customer satisfaction continues at a rate of 97 per cent or higher for over 20 medical specialties in 100 countries.
• Training and education programmes - SonoSite's strength worldwide has been the focus on education and training. We collaborate with leading teaching institutes and hospitals worldwide, to impart training, both onsite as well as online. The company works with education providers across the world to offer medical professionals training on the latest clinical applications of ultrasound. It also offers both standardised and customised modules to support the specific training needs.

In how many countries are you present and what is the company's strength in India?

Headquartered in the USA, SonoSite is represented by 10 subsidiaries and a global distribution network in over 100 countries. We set-up a wholly-owned subsidiary in India in 2007 with headquarter in Gurgaon, Delhi NCR. The key objectives of the subsidiary are to provide sales and marketing support along with the high level of after-sale service and educational support for which it is well known throughout the world. We are aggressively growing and are at present a team of 27 direct employees and a large team of sales and service regional distributors. This year, we are looking forward to growing our network of distributors across the country.

How are hand-carried ultrasound systems beneficial in radiology?

Hand-carried ultrasound is proving a useful and versatile tool for radiologists-and a growing contingent of other clinicians in and out of the hospital setting. Interventional radiology is a rapidly growing area of medicine. In case of ultrasound- guided procedures, both diagnosis and treatment are minimally and highly targeted. Point of care ultrasound is being used extensively to visualise the internal jugular, femoral, subclavian and upper limb veins for venous access. Ultrasound guidance is also used to insert Hickman, dialysis, temporary and peripherally inserted central catheter (PICC) lines and for accessing arteries.

Interventional radiologists also use HCU for help with closing puncture sites. Although the majority of people respond to manual compression to close the puncture site, in some patients haemostasis fails to occur after the clinician removes pressure on the wound. These patients may form haemotoma. With the help of ultrasound, interventional radiologists are able to diagnose and treat the problem immediately.

The visualisation enabled by SonoSite's systems is having a transformational impact in medicine. It is changing how physicians assess their patients, perform procedures and manage their patient's care. Hand-carried systems, at the point of care, are increasingly becoming the new standard for the practice of good medicine and comprehensive patient care and safety.

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