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David Armano is a senior partner at Dachis Corp. This is my personal blog where I share thoughts + opinions that are solely my own.  Logic+Emotion exists at the intersection of business, design + the social web.

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Tuesday, October 10, 2006

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» Free advice from expert bloggers from The Net-Savvy Executive
David Armano is a Creative Director at Digitas, where clients presumably pay the big bucks for his creative ideas for business. Today on his blog, he offers a free sample for hospitals, based on his experience getting an MRI. David... [Read More]

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I have just spent the past 10 weeks suffering with a herniated disk and I am finally on the mend. Don't consider surgery - Physiotherapy, acupuncture etc is the way to go.

BTW, I love your blog - it is one of my Top 10.

Best,
David

The entire patient experience needs to be overhauled--what my mom has endured during treatment for NHL and, most recently, a broken wrist, absolutely horrifies me. Too much responsibility is placed on the patient--to speak up, to ask questions, etc. It ignores the fact that hospitals are scary places and patients are too busy being freaked out and worried to be on top of the question-asking angle.

About a year and half ago, I had a herniated disk -- now completely healed with physical therapy. I've had several MRIs for that and other problems, and I learned the hard way that if you can find a facility that offers an open MRI (there is something directly over you, but the sides are open) it makes a big difference. You're absolutely right that knowing what to expect before you go in the machine is crucial (as well as having the technician talk you through it as each series of images is taken so you know when you can take a deep breath and how soon it will be over). Your idea of a blindfold -- even just a cheap plain one -- is a good one because the temptation to open my eyes was too great sometimes and I always regretted it. I hope you heal quickly!

I had an MRI in 1993 to see if I needed surgery on my knee. I was very grateful for the experience: I was happy the technology had come far enough to look inside my body to confirm the surgeon's suspicions. The assistant gave me the right mental preparation beforehand. The half hour in the tube I just "gutted out."

You'd think that in the nearly fifteen years since then (especially with the number of MRIs being administered), health care professionals would have learned more about the customer's feelings and mental state in what is obviously an anxiety-inducing situation.

You'd think that they might have learned a few things from the field of dentistry; instead, they learned from the people who designed the Atlanta airport.

Thanks for sharing everyone. The interesting thing about this is that to Nedra's point—there are MRI machines which are more open but presumably much more expensive.

However, if you look at my suggestions, some of them are smaller tweaks which could be implemented without investing in a new machine. Much of this comes down to empathy for the patient—as Gabby has stated.

Reading your post, I think back to my own experience in the “coffin.” I received a fairly thorough debrief before being placed in the machine and there was a window that let natural light into the room. During the process, I focused on a specific sentence the technician said right before I went in. “It’s going to sound like a construction site when the machine starts,” she said. With all the knocking and clanking emanating from the machine, I could imagine with closed eyes and a tight grip on the “eject me now” buzzer that jackhammer wielding construction workers were making way for a new building. By preparing me for the experience, the staff turned what could have been an unsettling experience into a bearable trip to the doctor. It doesn’t matter their title or the acronyms trailing their name, every employee in an organization sets the stage for future success or failure by the experience/empathy they provide. Hope your experiences and your back get better soon.

David,

Change your health care provider. I needed an MRI 10 years ago, and everything you suggest happened:

1. The room was large, private and comfortable.
2. My preparation was thoughtful, careful and informative.
3. I was lightly sedated.
4. My headsets offered variable programming that I controlled.

It appears your provider either doesn't care much about their patients' comfort zones or is cutting costs at your expense.

I too have been diagnosed with a herniated disc and I'm fascinated that not only on this blog but friends too have reacted the same way towards the MRI. For me an MRI is a welcome diagnosis technique, compared to say a bottle of liquor; not to cut through the pain (nothing does) but to sidle up to unconsciousness that more easily.

Much more preferable than the agony from a possible herniated disc. I just watched 'The Departed' earlier today and totally sympathise with De Caprio when his doctor dispenses a couple of temazepam to smooth out the duality of his undercover role. Good movie if you get the chance. I'd be interested in more physio and acupuncture recommendations, as I've done both with differing results. Also some might find that myofascial pain syndrome and herniated discs have very similar symptoms. Computer posture is often the culprit in both cases.

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