Category: Blogs

Promoting diversity in the workplace may be trending but this is so much more than a fad. A diverse workplace creates a safe and welcoming space for people of different genders, races, religions, and sexual orientations. Diversity brings different perspectives and experiences for problem solving and innovation. It is especially beneficial in the healthcare industry to intentionally create and promote a diverse workforce.

At BB Imaging, our focus is on diagnostic ultrasound services. We believe that women, no matter their location or financial status, should have access to high-quality healthcare. “Serving the underserved is not just good for business, but good for our greater human community,” Diana Ferguson, Chief of Staff at BB Imaging.

To provide the highest standard of care to people across all socioeconomic classes, education levels, religions, and races it is necessary to create a culturally competent workforce of healthcare professionals. Diverse and educated practitioners are more likely to be sensitive to and able to work within different belief systems, cultural biases, or family structures.

We strive to create a diverse and inclusive environment at BB Imaging because we strongly believe that increasing the overall number of minority sonographers will bring significant improvements in providing access to high-quality healthcare services for minority populations.

 So, how do we continue to grow and promote a diverse workforce? We focus on four key factors.

• Keeping our hiring team diverse. Studies show people tend to have a subconscious bias and hire people who are like them. If your hiring and recruiting team are not diverse, you will end up with a cookie-cutter staff. Including people of different races, education levels, or sexual orientations on the hiring team provides an opportunity for consideration that candidates may not otherwise get due to inherent bias. This also helps to promote an inclusive company culture.

• We are intentional with our efforts to promote diversity. We don’t just want to hire diverse people to “check a box.” We truly want to create a welcoming environment where people of different backgrounds feel safe to participate. Our business thrives as we look at problems through different lenses and with new perspectives.

• We want to serve the underserved. The Society of Diagnostic Medical Sonography found that diverse healthcare professionals tend to have a passion to work in areas that are underserved. Additionally, Hispanic and African American practitioners are more likely to provide healthcare services to Medicaid recipients and people of lower socioeconomic status, according to the Journal of Diagnostic Medical Sonography. To truly provide better healthcare access to a diverse population, we need to create a more diverse staff of minority healthcare providers and train current staff to provide culturally sensitive healthcare to underserved populations.

• We promote from within. Creating a diverse workforce enables us to have a pool of internal candidates to choose from for job promotions and new positions. This naturally lends itself to creating a diverse management team and C-suite. We also maintain more welcoming and unbiased hiring practices to foster our inclusive culture.

Creating a diverse workforce and fostering an inclusive environment doesn’t just allow us to serve our mission. It creates a truly enjoyable workplace for all, encouraging innovating ideas and passionate solutions to real problems. We spend the majority of our lifetimes at work or with co-workers. It is beneficial to make that time as welcoming as possible in a safe environment, accepting of different and new ideas.

When purchasing sonography equipment it is an investment in a tool that helps make life-changing medical decisions, so the quality of the machine is of utmost importance. Ensure the equipment provides quality resolution, advanced penetration, enhanced Dopplers (both color and pulsed-wave), and user-friendliness. With so many options on the market, it is tough to decide which machine is the correct fit.

 BB Imaging & Consulting recently had Clinical Director and Regional Supervisor of Central Texas Mandi Bowen, Sonographer Carmen Schmidt, and Director of Operations, Patricia Romero, review four ultrasound machines, the Alpinion i7, Mindray M8, GE Voluson i, and GE Voluson E6, for our clinical sites. Three of those were portable machines, with the GE E6 being the lone stand-alone machine we reviewed. Our sonographers looked at the machines’ quality of penetration, image resolution, Doppler imaging, layout, additional tools.  They assessed how each would impact workflow and determined prices to compare their overall value.

Alpinion i7 – $$ 

The Alpinion E-CUBE i7 is the latest in a series of portable ultrasound machines from Alpinion Medical Systems. It was released in October 2015 and won an iF Design Award in 2016 for its user-focused design concept. Alpinion is a newer sonography brand on the market, and our sonographers were impressed with the quality of penetration and image resolution. They also liked how effective the color Doppler was, providing a more precise blood flow detection while limiting the bleed out they often see with other machines.

Both Bowen and Schmidt were impressed with how easy it was to take a photo or video clip on the i7. It required few steps to get a clear picture, and Schmidt acknowledged that sometimes smaller, more portable machines don’t penetrate as well, but the i7 impressed her. The i7 appeared to follow industry-leader GE’s layout, which helped lower the learning curve needed on the new machine.

Mindray M8 – $$$ 

The Mindray M8 was released in 2017 and is based on Mindray’s new generation ultrasound platform, mQuadro. While it also provided good penetration and improved image quality, it took longer to get to specific packages, which adds to extra time spent on each patient. The image quality was noticeably lower on scans when the baby was in the first trimester. As the baby grew into the second and third trimesters, the quality of the images improved.

Our team felt the Mindray system flowed smoother, updating quicker to keep borders clearer with the color Doppler. It also had good post-processing and was compatible with different PAC systems.

 GE Voluson i – $ 

GE Healthcare sonographer machines have been the industry standard for years, and the GE Voluson i had been a favorite of our staff. However, GE stopped making portable ultrasound machines, including the Voluson i, so the only portable GE machines currently available on the market are refurbished ones. The strength of the GE Voluson i was in its intuitive keyboard setup. GE keeps similar layouts across all of its machines, so there is a limited learning curve when moving to a new model. The design made sense to our sonographers, making it easy to move from one mode to another. However, it had the lowest quality for 3D imaging, penetration, and color and pulsed-wave Doppler compared to the other models. It took more clicks and effort to save a video clip, resulting in a bulky user interface. It also had a limited number of presets, so the sonographers would most likely have to go in to create their own.

GE Voluson E6 – $$$$ 

The GE Voluson E6 is one in a long line of GE stand-alone machines, and the only stand-alone our sonographers tested. It was released in 2009 and has since been followed up by the E8 and E10. Stand-alone machines consistently have higher image quality than laptops, but they are limited in their portability. Our sonographers were impressed with the E6 across the board: image quality, penetration, and transducer quality. The E6 came with all of the tools they needed at high quality, and none of the extras they don’t need. The E8 and E10 come with even more add-ons and tools, however, our team felt they wouldn’t use those additional tools, so they were pleased with the level the E6 provided.

When deciding between a portable machine and a stand-alone, consider a cart (portable) or batteries (stand-alone) in the price. Each of these three portable machines had two cart options, a larger cart and a smaller one, which allows for different numbers of transducers to plug in. The GE E6 had the option to include a battery system that would aid in portability but is a significant charge on an already top of the line machine.

Whichever machine is purchased it is recommended to consider staff needs. The keyboard layout and the workflow are most useful when they are easy to navigate. Clear picture quality and penetration good enough to keep high picture resolution are important.

Having access to diagnostic sonography can benefit everyone in the medical ecosystem, from provider to patient. Statistics show diagnostic sonography provides advantages in a variety of patient circumstances ranging from pregnancy to cardiovascular events.

Ultrasound can help diagnose many potentially fatal conditions in pregnancy, allow early intervention, and in many cases, prevent death. Studies show that it is particularly vital for women in rural areas or those with limited access to services, be able to have diagnostic measures like those provided by ultrasound, to forestall outcomes preventable with early intervention.

Sonography is also valuable for detecting cardiovascular irregularities like valve disease and carotid disease in roughly 5% to 20% of the population. Early detection can have a dramatic impact on illness prevention and treatment.

For several reasons, the services of a sonographer are an essential component of client care.

Access. Not all patients have easy access to a clinic. Even when a clinic is accessible, if a patient is referred out for a specialty exam, they may not have the ability to follow through. In rural clinics, having a sonographer available to patients at your location takes a step out of the process and makes care accessible.

Continuity. There are benefits to having skilled sonographers on-site even if your clinic and patients are in the middle of a bustling metropolis, and access isn’t an issue. Patients see someone in a familiar office, you solidify your relationship with them, and you are much less likely to experience miscommunication. Patients can have a consistently stable and pleasant experience, and they will associate it with your office.

Expediency. The ability to provide diagnostic sonography to patients who need it quickly is the biggest benefit of partnering with a sonography team. If you have the means to diagnose problems within a reasonable time frame, you can impart information to patients quickly, and address issues as soon as possible.

The quest to provide a high level of patient care is the driving force behind most practices, but profitability is always a factor. Improving the bottom line allows for more focus on providing quality care. Offering on-site ultrasound services is one way that many practice managers and physicians have found to address both sides of the issue.

A practice can retain revenue when patients are not referred off-site for ultrasound. It can be inconvenient for patients to need services at another location. A patient may experience a delay in treatment; it is possible to encounter confusion in billing and lag time between reading the results and reconnecting with the patient. Frequently patients forget or postpone scheduling appointments with a third party, especially those who are elderly or limited in transportation options.

Sonography as a First-Line Resource. The ability to quickly schedule sonography in your practice allows for easy utilization of the modality as a first-line resource. Ultrasound is a diagnostic tool with a lower risk of radiation than MRI, CT scan, etc., in addition to being more cost-efficient. If further imaging from other sources is necessary, you have given your patient a valuable start by providing first-line diagnostics that are safe and cost-conscious.

When you provide sonography services through your practice, insurance questions, such as co-pay information, are already determined, and you can discuss them with the patient at the visit. Office staff time is also minimized as it is not necessary to figure out insurance coverage for multiple providers.

Choosing your specific sonography providers is essential for ensuring a comprehensive array of services. The ability to diagnose general issues through abdominal, pelvic, thyroid, renal, soft tissue, and scrotal/testicular scans, as well as echocardiograms and vascular ultrasounds, offers broad-spectrum value for both your practice and your patients.

The Bottom Line and the Top Concern. Having a sonographer available for your patients through your practice is a fiscally sound move for keeping revenue potential in your system–and the bottom line is always going to be the bottom line. The top concern is providing value to patients and supplying a system of care that is expedient, accessible, and consistent. On-site sonography allows you to provide accurate information and expert diagnostics.

Find out how BB Imaging can give you more control over your operations, more adaptability in your practice, and most importantly time with our sonography services. Contact Heather@bbimaging.net

In Tech Open. (2011). The Role of Obstetric Ultrasound in Reducing Maternal and Perinatal Mortality. Retrieved from In Tech Open:  https://www.intechopen.com/books/ultrasound-imaging-medical-applications/the-role-of-obstetric-ultrasound-in-reducing-maternal-and-perinatal-mortality

BMC Pregnancy and Childbirth. (2018). Handheld Ultrasound to avert maternal and neonatal deaths in 2 regions of the Philippines: an iBuntis intervention study. Retrieved from National Center for Biotechnology Information: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5774122/

Beckers Hospital Review. (2020). The Value of Onsite Anchillary Imaging. Retrieved from Beckers Hospital Review: https://www.beckershospitalreview.com/hospital-physician-relationships/the-value-of-onsite-ancillary-imaging.html 

BB Imaging team members are known as “unicorns” because they are one-of-a-kind, special, and simply hard to find. Beth Bennet is definitely a unicorn. She has seen and done so much before even beginning her sonography career. From extensive travels to finding love overseas, Beth has had quite the journey.

Beth grew up in Houston, Texas, as 1 of 13 siblings with a proud Irish heritage. She loved being part of a large family having 7 brothers and 5 sisters. Beth is number 12 in the sibling line, the youngest of all the girls. Growing up in such a large family made Beth realize the importance of family connection, and she learned early on that you take care of one another.

Beth’s love of travel has led her to 22 countries, including Greece, Ireland, French Polynesia, and Dubai. Some of her favorite memories from her travels include incredible food, wine, and amazing sites like ancient temples. Her top 2 favorite spots are Moorea, an island in French Polynesia, and Dubai, where she spent most of her time with her last position at the Houston State Department of Security Service. During that experience, Beth worked in logistics and traveled to Afghanistan. While overseas, Beth had the opportunity to work at the US Embassy in Baghdad, Iraq, where she met the man who would become her husband.

Another exciting part of Beth’s life is her love for animals. Growing up, she enjoyed riding and showing horses in several different disciplines. She also participated in a Falconry apprenticeship and has handled many birds of prey. Her love of animals demonstrates Beth’s nurturing personality. She is always willing to help someone, whether it be an animal or a human.

Ultrasound was something Beth always wanted to pursue; the journey to sonographer began after she was married and had her baby boy. Ultrasound school is not an easy task for anyone, but even more challenging for a mom with her hands full. While going to school and caring for her son, Beth also had to contend with her husband being deployed overseas in the Special Forces. Fortunately, her family was close by and gave Beth their full support so that she was able to go back to school.

Beth has now worked in the ultrasound field for 7 years. She practiced general sonography for 3 years while working in a low-risk OB clinic. Some of her most memorable ultrasound experiences have to do with patient care. The journey with her patients is her favorite. She explains that working in the low-risk environment is exciting when patients return for their follow-ups, and she can meet the baby she has scanned for several months. In January 2020, Beth joined BB Imaging. Switching over to BBI meant changing to high-risk ultrasound job. The challenge was part of what motivated Beth to make the change. She enjoys working closely alongside the physicians and giving excellent care to her patients. When asked why she chose BBI, Beth describes her eagerness to gain more knowledge and her drive to sharpen her skills in ultrasound.

Beth’s well-rounded path sees her happy in her current role as a sonographer with the BBI team, and we are glad she chose us to be a part of the current chapter in her exciting life story.

Company culture can substantially impact an organization, for better or worse, and affects both leadership and front-line team members. Cultivating a positive organizational climate not only helps foster an environment for more productive teams, but it also helps retain staff and recruit great talent. People want to feel appreciated, valued, and like their work matters. BB Imaging has built a solid company culture on a foundation of serving the underserved and putting team members’ well-being first, and it shows.

At BB Imaging, team members are more than just numbers; they are people with dreams and ambitions, struggles, and hurdles. Helping and supporting one another beyond our work is essential. The People and Culture team performs human resources functions and comprises people of different ages, ethnicities, and backgrounds. Leaders consciously created that team so staff members can talk to whoever they feel the most comfortable with about more than just payroll and benefits. The P&C team receives training on handling even the most difficult conversations, including sensitive or personal topics such as domestic violence. It is a top priority to create a safe space for all team members to thrive. Nikki Flores, People and Culture West Texas Regional Coordinator, said if she had to describe the culture at BB Imaging in one word, it would be supportive. The leadership team performs frequent check-ins with team members to get a feel for their overall well-being, in and outside of work.

The importance of a company’s culture has been highlighted in 2020 as businesses shift to virtual settings. BB Imaging has maintained a strong company culture during this change. “The shift to a virtual environment has been positive for our company,” said Molly Siemens, BS, RDMS (AB, OB/GYN, FE), RVT (VT), a sonographer in Kansas City. “It made it easier to reach out to team members in other regions and time zones to share business information (i.e., updates to the employee handbook) and tips, tricks, and materials that sonographers can use in the field.”

Flores echoed Siemens’ sentiments by saying, “The shift to a virtual environment positively affected our culture because we are communicating more and doing more virtually to keep in contact.”

The leadership team at BB Imaging has created a culture of transparency and positivity that can be beneficial to team members. There are open communication lines across the organization to make sure people get the answers they need for the problems they encounter. The team also celebrates wins across the organization, big and small. “Everyone goes out of their way to congratulate and recognize team members in group meetings and team chats,” Siemens continued. “I feel that gives team members an extra boost of confidence they might not have been feeling otherwise. Leadership team members also show their gratitude and appreciation for team members who go the extra mile. Everyone wants each other to be successful, so there is a lot of encouragement all around, even in the face of the changes we made this year!”

The culture at BB Imaging centers around the belief that supported team members are productive and happy people. The leadership team has cultivated an organizational climate that allows team members to grow personally and professionally. With free massages, so sonographers can take care of their physical well-being, ensuring technical assistants know their advancement options, and team members naturally step up to help each other, there is a supportive family at BB Imaging.

Sonographers have an essential job; our goal at BB Imaging is to give them the resources they need to provide the highest quality care. One valuable resource we provide is a Clinical Technical Assistant (TA), a position that is rare or nonexistent elsewhere in the imaging field.

The duties of a TA can differ from region to region. They may include filling out invoices, patient billing, ensuring sonographer and patient comfort, and stocking rooms before each appointment. The priority of a TA is to handle administrative tasks allowing the sonographer to keep their primary focus on patient care, scanning patients, and writing reports. TAs anticipate sonographer needs, which can alleviate stress and reduce sonographer burnout.  Often on the front line, the TA provides the first impression of BB Imaging and the clinic.  They can offer a calm, friendly face to help alleviate patient anxiety.

TAs arrive at the clinic 30 minutes before the sonographer to clean and stock exam rooms, print the schedule, and triage the patients for the day. These tasks prepare the sonographer for the day’s expectations. As soon as the room is ready and stocked with necessary supplies, the TA records the patient’s information allowing the sonographer to begin scanning right away. Having the help of a TA also cuts down on time between appointments and makeup time if an exam is taking longer than anticipated. Once the patient and sonographer have begun the exam, the TA starts cleaning the vital stations outside the room and prepping for the next appointment.

After the last appointment of each day, TAs assist with billing by submitting invoices for each patient. They often become code experts who can quickly enter proper insurance and billing information. This service drastically cuts down on the time sonographers need to write reports and creates an efficient workflow. TAs then prepare for the next day by reviewing the schedule. They record all the necessary information about patients. This enhanced workflow cuts down on the time a sonographer spends reviewing the patient’s history.

The TA position is vital to the healthcare ecosystem and often serves as an effective means to acquire industry experience. Technical Assistants will gain first-hand knowledge about imaging and administration, which is valuable for developing careers in the medical field.

Unlike most of the ultrasound industry, BB imaging views TA support as a necessity in sonography clinics.  They allow our sonographers to keep their focus where it should be – on patient health. We strive to provide the best experience for our patients and our team. The role of the TA is vital for both.

Language is an important part of creating an environment where everyone feels welcome. Gender-inclusive (or gender-neutral) language is language that does not discriminate against gender identities and/or groups (Bent, 2019).

The use of gendered language is tightly woven into everyday life and includes a variety of words and phrases.  Some examples include using pronouns like “he” or “she” as well as referring to groups of people as “guys”. Gendered language is used in everyday conversation without much thought and often without the intent of being sexist or exclusive. Groups of mixed gender or those who do not identify as binary male or female can feel left out of the conversations even when the speaker’s intent is benign. Imagine referring to a group of men and women as “gals”, would that go over well (Bent, 2019)? Even for those who do identify as male or female, constant reminders of gender may have an impact (Elsesser, 2020).

Education is important in creating an inclusive and safe environment. Raising awareness is key to overcoming unconscious bias. For those trying to use more inclusive terms in everyday language, here are some suggestions for where to start, keep in mind using options that feel more natural will help the transition.

Referring to groups of people

o   Hey Folks

o   Hello All

o   People

o   Everyone/Everybody

o   Team

Using Individual Pronouns

o   Use the person’s name until they refer to themselves

o   Use “They” Instead of “He” or “She”

o   Avoid saying “preferred” pronouns. “Preferred” implies someone’s gender is a preference.

o   Introduce yourself with your own pronouns. “Hi, I’m Mary and my pronouns are she/her” this creates space for someone to share their pronouns if they choose.

o   Use “Mx” Instead Of “Mr,” “Ms,” “Mrs” or “Miss”.  It’s pronounced like mix. “Mx” provides individuals an alternative to being identified by their gender.

o   Use “Partner,” “Sibling” and “Child”. Like pronouns and titles, the labels we give family members, mother, father, brother, sister, aunt, uncle are all gendered.

o   Use “Latinx” Instead Of “Latino” Or “Latina”. Pronounced Latin-ex this term refers to a person of Latin American descent.

Referring to Occupations

o   Servers in place of waiter or waitress

o   Mail carrier

o   Police officer

o   Firefighter

o   Chairperson

o   Flight Attendant

o   Business People

Moving away from a binary perspective on gender can take some effort. The language we use with each other is a powerful tool in building inclusivity and creating progress toward change. Small tweaks to language usage can go a long way to respect non-binary individuals and may have the additional benefit of increasing overall gender equality (Elsesser, 2020).

References

Bent, S. (2019, April 19th). Blog. Retrieved from hotjar: https://www.hotjar.com/blog/gender-inclusive-language-workplace/

Elsesser, K. (2020, July 8). Editor’s Pick. Retrieved from Forbes: https://www.forbes.com/sites/kimelsesser/2020/07/08/how-to-use-gender-neutral-language-and-why-its-important-to-try/?sh=7fb13dff26ba

Today’s technological advancements have made it possible for the healthcare industry to accommodate the general public’s needs. One such application of technology in healthcare is telemedicine. About 20 years ago, telehealth consisted of the most basic communication features such as SMS, phone calls, and painfully slow web chats. But today, there have been considerable developments in telemedicine as it has incorporated teleconferencing tools, remote patient monitoring devices, and even artificial intelligence (AI).

The mass adoption of telehealth has accelerated due to the current global health crisis. As most healthcare institutions and hospitals have been busy tending to COVID-19 patients, outpatient health providers must look for innovative and creative solutions. Telehealth is one of those solutions. To prevent COVID-19 from spreading, most healthcare providers have transitioned to a remote environment. They can attend non-urgent patients, diminish disease exposure for healthcare workers and other patients, expand access to care, conserve scarce supplies of personal protective equipment, and lighten the load for in-hospital healthcare professionals.

As we’ve mentioned, telemedicine isn’t a new phenomenon. The CDC highlights how telehealth visits have increased by 154% since the pandemic’s onset compared to the previous year.

Physicians and specialists have been able to attend to their patients’ needs through synchronous and asynchronous methods. Synchronous doctor’s visits are live telemedicine. Through teleconferencing programs, a healthcare provider can talk to patients in real-time and assess their medical predicament. There are also synchronous provider-to-provider situations, such as when a physician consults a specialist to form a better patient treatment plan. On the other hand, asynchronous telemedicine consists of “store-and-forward” technologies that include AI chatbots and online portals, as well as wearable devices that help healthcare providers monitor a patient’s condition just about anywhere.

In addition to doctors, nurses have been at the forefront of the telemedicine revolution. Telehealth nurses are the first responders whenever a patient call or inquiry comes in. Also, they maintain the efficiency of a physician’s office or healthcare institution. They organize medical records, schedule specialist consultations, and follow up on a patient’s conditions.

Unfortunately, the Institute of Medicine (IOM) reveals a drastic decline in primary care providers, with only 2% of medical students pursuing nursing careers. Indeed, there remains a huge void that needs filling when it comes to educated nurses. More universities are starting to offer online RN to BSN degrees to address the shortage. These programs train students to work in hospitals, nursing homes, labs, and more — despite never setting foot on a physical campus. Such remote learning solutions encourage more individuals to pursue this career path and enhance their leadership skills and patient assessment abilities. At this time in history, when a nurse shortage can jeopardize healthcare institutions, these programs aim to fill the workforce void and maintain our healthcare industry’s stability — both in physical and remote settings.

Telemedicine has been a crucial part of ensuring the healthcare industry can still provide care, especially amid COVID.  So we can only hope that the industry will be able to keep up.

Exclusively written for bbimaging.net

By: Ruthanne Joleen

Pediatric Ultrasound – A Practical Guide

By Allison Holley

eBook for iOs ISBN: 9780987526007

Priced at $39.99

Pediatric Ultrasound – A Practical Guide is an eBook guide to scanning in the pediatric world. A sonographer, Allison Holley, wrote it so the information is based on real scanning experience and research. Although this text was published in 2013 and some information is slightly dated, there are still many relevant and helpful educational topics. There are tips and tricks of all sorts about executing diagnostic ultrasound exams on children while also staying efficient. This book claims to be a practical resource for reference for anyone in the department, and it is just that.

It is important to ensure that the children are comfortable before and during the exam. Holley has turned “pediatrics” into an acronym. Each letter has an accompanying paragraph of things to be mindful of while performing the ultrasound. The techniques explained in this chapter give some great insight into approaching the pediatric population.

Every chapter summarizes patient preparation, probe and/or equipment selection, and scanning techniques. While this text does not extensively cover pathology, it briefly touches on common anomalies (e.g., Pyloric stenosis, appendicitis, etc.) and normal variants. The “optional views” section provides information about what to do and describes what to expect if you discover some of these variants. Normal measurements for each organ are provided in the text as well.

For nearly every ultrasound image included in this book, there is also a hand-drawn image to better understand the different scan planes in which the images are obtained. These images provide the basic anatomical relationships of structures examined in their respective scan. I find this to be a very helpful tool. Sometimes, referencing the ultrasound images alone can be confusing if the sonographer isn’t experienced with specific exams. This concept will come in handy, especially for a sonographer who may be new to pediatrics or for one who doesn’t have an “extra set of eyes” to rely on.

In conclusion, Pediatric Ultrasound – A Practical Guide is an overall helpful resource. The organization of this eBook makes it is easy to find the information sought. The layout of each chapter is consistent. Included at the end of the chapters are references Holley used. Readers can also use these for more in-depth information and further research. This eBook is a great tool for students and sonographers alike.

P – preparation

E – environment

D – darkness

I – information

A – anxiety

T – toys

R – rewards

I – initiative

C – control

S – speed

For the last six months, Andy Switzky has worked as the Human-Centered Design Lead at BB Imaging. The company culture, mission, and an opportunity to learn the science behind ultrasound sparked Andy’s interest. While new to the medical field, he feels right at home. Andy has worked for many years as a User Experience Designer (UX). Though the title may not be familiar, every consumer benefits from UX design. It seeks to make everyday products, services, and technology as user-friendly as possible.

Andy’s passion for UX design emerged over time. He began his career designing graphs, charts, and other graphics for professional reference and textbooks. He then transitioned to designing for the web and began to specialize first in how to organize information and navigation systems and then in ways to support people doing their work digitally and in the cloud. Over the last five years, Andy has focused on Human-Centered Design (HCD).

Human-Centered Design employs a wide variety of tools and techniques to improve innovation. The goal is to find the best definition of the problem and the optimal solution for that problem. HCD does this by exploring the customer’s mindset, behaviors, motivations, biases, assumptions, and environment. The more that is learned about the customer’s experience, the better their needs can be met. Proposed solutions are tested with customers repeatedly.

Currently, Andy is working on BB Imaging’s TeleScan project. TeleScan will allow BBI to uphold its mission of improving health outcomes by increasing access to care for pregnant patients, regardless of their geographic location or financial means. He takes great pride in his role on this technology team.

Andy is another example of the unicorns that are a part of the BBI culture. We appreciate his contribution to increasing access to care for patients.