Eyeworld

141 EW INTERNATIONAL March 2015 WELCOME TO THE ERA OF CENTURION ® Active Fluidics ™ Automatically optimizes chamber stability by allowing surgeons to customize and control IOP throughout the procedure. Balanced Energy ™ Enhances cataract emulsification efficiency using OZil ® Intelligent Phaco and the INTREPID ® Balanced Tip design. Applied Integration ™ Designed to work seamlessly with other Alcon technologies for an integrated cataract procedure experience. Designed to optimize every moment of your cataract removal procedure with the CENTURION ® Vision System. © 2015 Novartis 1/15 CNT15005JAD Learn more about the CENTURION® Vision System Visit MyAlcon.com. For important product information, please see adjacent page. THE C ATARAC T REFRAC TIVE SUITE BY ALCON continued on page 142 them in the future. Other activi- ties involved translating medical anatomy from Spanish to English in Google Glass, and using the device to declutter clinical information. Alcon, meanwhile, used Oculus Rift (Menlo Park, Calif.)—currently being heavily developed for immer- sive gaming experiences—as a med- ical education tool. Ophthalmol- ogists were encouraged to explore from a first-person point of view (using Rift's virtual reality goggles) a woman with vision loss in her home to understand how it affects patients in their personal environments. From awards to efficacy What's happening in ophthalmolo- gy is part of a much broader trend of innovation occurring in healthcare marketing and education, but not necessarily through the usual social media suspects of Facebook and Twitter. A few months ago, the PM Society—a British group dedicated to healthcare marketing excellence— hosted its annual Digital Media Awards. The Digital Pioneer award for 2014 went to Adam Boucher, medical education and events manager of Novo Nordisk (Bags- vaerd, Denmark), which employed the Oculus Rift as a Diabetes Voyag- er interactive game. "Diabetes Voyager is all about integrating the most cutting edge technologies, so that's Oculus Rift virtual reality with Kinect [Mic- rosoft, Redmond, Wash.] motion sensor technology to create a completely immersive experience for healthcare professionals," Mr. Boucher said in a video about the game. "It's a completely 3D virtual world, so you can look around 360 degrees. You can put your hands up in the real world, but see them in the virtual world and have a com- pletely different experience where you feel you're actually inside the body of a patient with type 2 diabe- tes." Even the traditional peer-re- viewed landscape is changing. Once upon a time, those in ophthalmolo- gy marketing and education might have had to review journal articles one by one to determine the credi- bility of key opinion leaders (KOLs). But Bayer was interested in quickly and objectively mapping clinical influencers in the world of ophthalmology. "By mining PubMed search results for co-author relationships, [Bayer] constructed a map of the interconnectedness of clinical re- searchers publishing papers relevant to key therapy area indications,"

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