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44 July 2013

| Negocios ProMéxico

July 2013

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TELEMEDICINE: FROM CONCEPT TO COMPETITIVE REALITY

An innovative company turns the ideal of universal, technological medical attention that is integrated into a knowledge network, into a reality. NeteMedical puts Mexico in the future of public health.

BY OMAR MAGAÑA

Imagine a doctor with a passion for computers meets a 0nance expert and an engineer; together they develop a company that translates the concept of tele-medicine into tangible products that enable health experts to establish remote communica-tion with doctors and their patients to offer advanced diag-nosis and determine treatment,

using information obtained and encoded through multimedia in-struments. This is no 0ction but rather the real story of Mexican Tecnologías NeteMedical.

It has been less than a year since Carlos G. Iglesias, the doctor, Fernando Espinosa Es-calona, the 0nancier, and Alan Morales Medel, the engineer, founded the 0rm with Mexi-

the protection of information and only with the patient’s con-sent–, points of view, diagnoses and knowledge. Likewise, medi-cal centers become permanent information hubs that collabo-rate with smaller clinics located in remote places.

“We are integrating the physician and his practice to a much larger and more complex health world,” explains Iglesias.

NetMed Station, for integral medical consultations; NetMed Basis, for large-scale medical services; and Mobile Station, which uses current technology resources to offer medical solu-tions from and in any location.

As a business that focuses primarily on research, innova-tion and design, NeteMedical has set its goal to offer new and better solutions that fa-

will 0nd our spot in the mar-ket,” says Iglesias, who uses his experience in the 0eld of medi-cine to design solutions that are more adaptable to doctors’ daily needs.

He explains that NeteMedi-cal’s solutions, which are de-signed by Mexican software experts such as Rodrigo Díaz Concha, a .NET solutions archi-tect, trainer, speaker, Microsoft

Tecnologías NeteMedical creates workstations with the necessary software and hard-ware to enable the physician examining the patient to gather substantial information on his health through multimedia; in addition to written records, physicians can record high de0-nition video, audio or images of the organ examined.

Through new technologies, true and quality records can be obtained, physicians can share data and seek the opinion of a specialist who is connected through a similar device.

“Although the software is the same, our work stations are produced based on connectivity issues and other conditions that exist in various states,” clari0es the CEO of NeteMedical.

The company has already created four solutions that will be launched shortly, Net-Med Advanced and Specialist

cilitate doctors’ work for the bene0t of patients.

According to Iglesias, their products will be more compact, tactile and mobile: tablets, all-in-one computers and smart-phones that will enable doctors to reach the patient’s home re-motely. “We have a truly aggres-sive development plan where we will include everything in one computer,” he declares.

Once the company proves to the medical community that its products facilitate the transi-tion of medicine towards new technologies, NeteMedical’s solutions will be clearly differ-entiated from other competitors who are already on the market with robust modules that are less than friendly for the physi-cians who use them.

“Our vision of how to do things is what sets us apart. By not copying what others are doing, we feel con0dent that we

Tecnologías NeteMedical creates workstations with the necessary software and hardware to enable the physician examining the patient to gather substantial information on his health through multimedia; in addition to written records, physicians can record high de!nition video, audio or images of the organ examined.

can equity, and they are al-ready seeing signs of how their products will revolutionize the 0eld of technology innovation applied to medicine, and be successfully distinguished from the solutions that other players have placed in the major medi-cal device markets. The initial destinations are Mexico and South America, where prod-ucts will hit the market in the second half of 2013.

For the time being, Mi-crosoft has given Tecnologías NeteMedical the Partner of the Year 2013 award in the category of Innovative Tech-nology for Good Citizenship for Latin America and the Caribbean, for developing 0rst-class software that will be the neural basis of the work centers that the com-pany designs, manufactures and, soon, distributes.

THE MATERIALIZATION OF A STUDY AREANeteMedical arose from the studies and theories that Car-los G. Iglesias developed in his academic life as head of the Telemedicine Division of the Instituto de la Comuni-cación Humana, and project director of Telemedicine of the Universidad Nacio-nal Autónoma de México (UNAM), regarding the vi-ability of using new technolo-gies to link remote sites, such as rural populations, with specialized medical centers in urban areas.

The 0rm works from the idea that telemedicine is a useful resource to guarantee the universality and quality of medical attention. In that sense, NeteMedical is part of a historic moment in which institutions from Estado de México are considering pro-moting “public and private investment in telehealth, tele-medicine and Electronic Clini-cal File applications,” as shown by commitment number 42 of the telecommunications reform initiative announced by the President of Mexico, Enrique Peña Nieto.

“This summarizes what I have experienced and learned; everything goes into this devel-opment,” says Iglesias.

Telemedicine proposes a shift in the way we understand medical practices, both physi-cally and conceptually. The clinical records of a patient that doctors traditionally kept on paper are now stored in digital 0les that can include photogra-phy, audio and video; practices that were once isolated, are now connected by a network of physicians who share informa-tion –regulated by the codes of ethics and laws applicable to

Mexico’s Partner Mexico’s Partner

Silverlight MVP and founder of DevMasters, and a Guadalaja-ra-based 0rm that specializes in Advanced Technology Research (ATR), they will help medical centers obtain true and graphic information on the use of their resources, consultation times, the most demanded specialties and other signi0cant data for their operation.

As soon as the company’s products reach the Mexican market and land in Guate-mala and Brazil (two coun-tries where distribution nego-tiations are most advanced), NeteMedical will prove that their concepts have been properly put into practice. These Mexican entrepreneurs expect to be knocking on the doors of the large North American, European and Asian markets by 2014. N

www.netmedical.mx