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VOLUME 10 ISSUE 1 | WINTER 2008
WHAT’S INSIDE
2 National Colorectal Cancer
Awareness Month turns nine
2 Free webinar on creating
successful colorectal cancer
awareness initiatives
3 Understanding the
refurbishment myth
3 Olympus endoscopes help
film producers look inside
the beehive
3 EUS 2008 symposium coming to
San Francisco Sept 12-13, 2008
4 Olympus OnSite™ showroom
revamped to roll into its
fourth year
5 Olympus and eBay Giving
Works collaborate to support
colorectal cancer research and
awareness
5 New certification exam for
flexible endoscope
reprocessors establishes
standards for the industry
Your Vision, Our Future
Knowledge Vision Solutions
Endoscopy news for the healthcare community nationwide
The PCF-H180AL/I video colonoscope: Now 1080i high definition and Narrow Band Imaging™
in a slim design The pediatric PCF-H180AL/I high definition video colonoscope is the newest offering in theinnovative EVIS EXERA II™ universal platform. Thisaddition to the popular, ultra-slim PCF endoscopeseries features a clear, sharp, high-definition imageincorporated in a slender 11.7 mm diameter distaltip and an 11.8 mm diameter insertion tube. With1080i lines of resolution, the PCF-H180AL/I takesadvantage of the highest resolution currentlyavailable in the medical or consumer market aswell as Olympus’ proprietary Narrow BandImaging™ (NBI) for enhanced screening andsurveillance. NBI utilizes narrow bands of lightwithin the spectrum of white light, which arehighly absorbed by hemoglobin to improve theobservation of mucosal morphology and possiblyimprove the detection of lesions in the colon.
“I am accustomed to using the Olympus high-resolution CF-H180AL adult colonoscope,” saysStephen R. Freeman, MD, the associate professorof medicine at the University of Colorado HealthSciences Center, Department of Medicine–Gastroenterology in Aurora, Colorado. “I had theprivilege of trying out a prototype of the newOlympus high-resolution PCF-H180AL/Ipediatric colonoscope. The PCF-H180AL/I hadresolution and clarity of mucosal detail which
was the equal of thehigh-resolution adultscope. I also had the opportunity tocompare thestandard pediatriccolonoscope withthe high-resolutioncolonoscope in thesame patient andthe difference inresolution andmucosal detail wastruly impressive. The visual detailimprovement
between the regular and high-definition pediatriccolonoscopes should make a significantdifference in the quality of examinationsperformed with this new instrument.”
Continued on page 6
PCF-H180AL/I under white light
PCF-H180AL/I in NBI mode
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his March marks the ninth annualNational Colorectal Cancer Awareness
Month. Thousands of organizations,societies, medical facilities, mass medianetworks, heathcare professionals andsurvivors participate annually in getting theword out to family, friends, co-workers andcommunities that colorectal cancer ispreventable, treatable and beatable whendetected early.
“As the global leader in endoscopy solutions,we believe it is our responsibility to help‘spread the word’ to customers and friendsworldwide about the importance of early
screening,” states F. Mark Gumz, president andchief operating officer of Olympus AmericaInc. “Our mission is to provide healthcareprofessionals with the most advancedtechnologies for the diagnosis and treatment ofcolorectal cancer as well as many otherdigestive and pulmonary diseases.”
If you or your facility has not yet had theopportunity to participate in this importantinitiative, now is the perfect time to plan fornext year. Find out how by participating inthe March 19 webinar (see article below)and get inspired. Also invite your family,friends and patients to visit our colorectal
cancer website for patient-orientedinformation and links to other onlineresources at www.crcawareness.com.
Marching on: National Colorectal Cancer Awareness Month turns nine
Free continuing education webinar:Creating successful colorectal cancerawareness initiatives at your facilityAs professionals in the field of GI, you arewell aware of the importance of earlydetection of colorectal cancer. Join co-hostsOlympus and the American Cancer Society(ASC) for an informative online seminar onMarch 19, 2008, at 2 p.m. EDT.
The webinar will provide an overview oncolorectal cancer today and highlight thebarriers that must be overcome to increaseawareness and the numerous benefits ofearly screening.
Whether you already have active initiativesat your facility or you’re contemplating onefor 2009, this webinar is sure to inspire youand provide you with a wealth of resourcesto make your grassroots efforts a success.
Date: March 19, 2008, 2:00 p.m. EDTCost: FreeCE Credit: One GI-specific hour Presenters: EndoNurse, American CancerSociety, Olympus, Lehigh Valley Hospital,Ohio Valley Colon and Rectal SurgeonsSponsor: Olympus UniversityProducers: EndoNurse, today’s surgicenterRegistration: www.endonurse.com orwww.surgicenteronline.com
T
In March 2004, the National Colorectal Cancer Roundtableunveiled the blue star symbol that now serves as an instantlyrecognizable, year-round reminder for the battle against colorectalcancer. The symbol, which consists of a blue ribbon merged with ablue star assuming a human shape, represents the eternal memory of
those whose lives have already been lost to this disease, as well as the shining hope for a future without colon cancer. To order a blue star pin, contact the American Cancer Society (ACS) at
866-227-7914, or the Colon Cancer Alliance (CCA) at 877-422-2030. To download the blue star for your use, visit www.nccrt.org.
The blue star: A year-round reminder
It is true that many third-party repairproviders will forward a scope to Olympusif that scope requires a complex orrefurbishment-level repair that the provideris unable to perform. The result is thatsome customers are under the unfortunatebut understandable impression thatrefurbishments are the only type of repairthat Olympus performs. In fact, we offermore than 200 repair types in addition torefurbishments, making our service onOlympus scopes the most comprehensivein the industry.
At times, however, some level ofrefurbishment is absolutely necessary, andwe must recommend this approach. Like allof our repairs, our recommendations arederived through a systematic analysis ofyour scope. Our factory-trained personnelperform a comprehensive inspection onevery product coming into one of ourfacilities. This process enables us toobjectively identify the repairs needed toensure that your medical equipment willperform safely and reliably. One of ourknowledgeable service consultants will thendiscuss the findings from the inspectionwith you as well as your service options.Our goal is to arm you with the informationyou need to make well-informed decisionsthat best suit your facility’s requirements.
We understand that the best repair strategyfocuses on prevention, and that the bestservice delivery allows you to perform yourbusiness without interruption. As such, wehave heavily invested in providing you, ourcustomers, with resources like onsiteloaners, Olympus University training andeducational programs, Endoscope SupportSpecialists, Field Service Engineers and aTechnical Assistance Center. The solepurpose of each of these resources is toassist you and your staff in reducing youroperational costs and maximizing theuptime of your Olympus equipment so thatyou can focus on delivering the highestquality patient care.
As a valued customer, we will continueexploring ways to partner with you to helpin your repair reduction efforts—it is ourbusiness mission to keep you completelysatisfied with your Olympus equipment.We are pleased that the vast majority ofour service agreement customers choose torenew their Olympus contracts, and that’san approval measurement that we willwork very hard to not only keep, butimprove.
I encourage you to look further into therepair and service options Olympusprovides and to consider visiting any ofour 19 service centers located throughoutthe country.
Eddie GarcésVice PresidentOlympus Medical Production Repair Group www.olympusamerica.com/repairservices
Eddie On…Understanding therefurbishment myth
3
PBS exclusive: Silence of the bees “Silence of the Bees,” a Partisan Picturesproduction, is the first in-depth look at thesearch to uncover what is killing thehoneybee. Honeybees have played a crucialrole in human survival with many species ofplant life dependent on bees for pollination.In the winter of 2006/2007, more than aquarter of the country’s 2.4 million beecolonies—accounting for tens of billions ofbees—were lost to CCD, Colony CollapseDisorder. This loss is projected to have an $8 billion to $12 billion effect on America’sagricultural economy, but the consequencesof CCD could be far more disastrous.
The role thatthe honeybeeplays in ourdiet goes wellbeyond honeyproduction.Theseseemingly
tireless creatures pollinate about one-third ofcrop species in the U.S. Essentially allflowering plants need bees to survive. Thereports of massive die-offs of the honeybeesset in motion an international effort todiscover the cause of this ecological disaster.The film goes beyond the unsolved mysteryto chronicle the life of the honeybee, itsinvaluable impact on our diets and what’s at
Editor’s Correction: EUS 2008symposium, Sept.12-13, 2008
Please note this correction to theinformation contained in the Fall 2007issue of Envision: EUS 2008 issupported by a grant from Olympusand endorsed by the ASGE. TheInstitute for Medical EducationSM isresponsible for the content, quality andscientific integrity of this CME activity.The Institute for Medical Education isaccredited by the Institute for MedicalQuality/California Medical Association(IMQ/CMA) to provide continuingmedical education for physicians. Formore information about this symposium,visit www.eus2008.org.
Olympus OnSite™: Revamped to roll into its fourth year
Olympus OnSite™, our state-of-the-artmobile showroom, hit the road for its fourthyear in February 2008. Newly refurbishedand updated, the showroom brings the latestOlympus innovations to healthcareprofessionals and key constituents around thecountry so that they can conveniently seeand experience Olympus’ state-of-the-artmedical technologies. Since its launch inOctober 2004, Olympus OnSite has visited98 cities, hosted more than 1,000organizations and almost 4,000 healthcarevisitors, including doctors, nurses, clinicians,lab managers and C-Suite executives.
Olympus OnSite is a custom-built, 53-foot,double slide-out trailer that transforms into ashowroom with 1,000 square feet of exhibitspace. The mobile showroom features cost-effective technologies and services thatprovide healthcare professionals with totalsolutions for their gastroenterology suite,
operating room, laboratory or researchfacility. This year, a few of the showroom’shighlights include: EnteroPro, featuring theEndo Capsule and Single BalloonEnteroscope; the NanoZoomer DigitalPathology System Solution; the AU680®
Chemistry Analyzer; and the E-3 ProfessionalDigital Single-Lens-Reflex Camera. Inaddition, the showroom has on display someof the stunning images from the OlympusBioScapes Digital Imaging Competition—imagery that reflects the complexity andbeauty of life science subjects as capturedthrough microscopes.
During its 2008 tour, the showroom willalso be used to promote colorectal cancerawareness and screening to the generalpublic. By teaming with local healthcarecustomers and bringing the showroom tocolorectal cancer educational events andactivities, we continue to heighten awarenessabout the benefits of early screening in localcommunities. In addition, the showroom willsupport the Olympus U.S. Open Series tennistournaments and will appear at regionalhealthcare conferences such as SGNA andAORN.
For more information about Olympus OnSite,including the 2008 tour schedule, or to see avirtual tour of the showroom, please visitwww.olympusonsite.com.
4
stake if honeybees disappear. It is the story of a riveting, ongoinginvestigation to save honeybees from dying out.
Thefilmmakers of “Bees”contactedOlympus tosee what filmproducers andlive audiences
have never before been able to observe. Withthe help of the Olympus EVIS EXERA II™ 180series high-definition endoscopes, images ofhoneybees were captured while at work insidetheir colony.
If you did not have the opportunity to see this broadcast live when it premiered on PBS Nature in October 2007, it is nowavailable on DVD. Join Partisan Pictures andPBS Nature as they take viewers deep insidehoneybee colonies and around the world to
the sites offallen hivesand to high-tech labs, wherescientists raceto uncoverclues.
Watch the trailer for this documentary(www.pbs.org/wnet/nature/bees/index.html) or view an exclusive online podcast(www.pbs.org/wnet/nature/bees/help.html) as the scientists and bee experts featured in the program discuss the crucial role thatthis keystone species plays in our economyand ecosystem, as well as the fascinatingsocial organization of bees and what we can do to reverse the decline of thesewonderful pollinators.
To purchase a copy of the DVD, visitwww.shopthirteen.org/product/show/30190.
New Flexible EndoscopeReprocessor Exam:
Certification establishes critically needed standards
Infection control continues to be a priority inGI and bronchoscopy settings, where flexibleendoscopes are the tools of the trade. In largepart, infection control efforts rest in the handsof staff members responsible for reprocessingthe complex instruments and equipment.Despite this weighty charter, until now, therole of “reprocessor” has lacked uniformguidelines and standards for evaluating theknowledge and skill set necessary tocompetently fill this critical position.
Certification provides globally recognized,competency-based, measurable standards forGI and bronchoscopy reprocessing personnel,providing them with a career path to improvetheir training and position. Via a nationalregistry of Certified Flexible EndoscopeReprocessors, healthcare facilities will be able to verify whether reprocessing applicantshave met these national standards.Certification of reprocessing personnel willfurther ensure delivery of safe, quality care topatients and staff.
In response to the urgent need for national,standardized recognition, a certification examfor flexible endoscope reprocessors waslaunched nationwide in February 2008.
The purpose of the Certified FlexibleEndoscope Reprocessor (CFER) exam is to:
• Promote continuing education ofreprocessing personnel to ensure safepractices to protect the public.
• Recognize reprocessing personnel whohave achieved certification or are seekingrecertification through measurablestandards for the profession.
• Maintain a publicly accessible certificationregistry of flexible endoscope reprocessorpersonnel.
• Promote professional accountability forreprocessing personnel.
The exam tests 10 areas of knowledge,including infection control (12% of exam),reprocessing techniques (13%), standardequipment for endoscopic procedures (19%),chemicals (11%), rules and regulations (10%),safety (14%), basic medical competencies andperformance standards (7%), recordkeeping(3%), specimen handling (4%) and ethicalstandards (7%).
To prepare for the examination, applicants areencouraged to review the suggestions listed inthe CFER Candidate Bulletin and they mayalso purchase a CFER Study Guide. Both theBulletin and the Study Guide are available atwww.sterileprocessing.org. The CFER examcosts $115 and is offered four times a yearthroughout the United States, with a testingwindow of one week for each period. To find atest center near you, visit www.lasergrade.comor call 800-211-2754.
The exam is administered by the CertificationBoard for Sterile Processing & Distribution,Inc.—an independent certification boardformed to plan, develop, administer andevaluate a program on an international levelto certify those individuals who practicesterile processing, including reprocessing, and distributions activities. “The mission ofthe CBSPD is to promote and encourage highstandards of ethical and professional practicethrough a recognized, credible credentialingprogram,” explains Nancy Chobin, RN, AAS,ACSP, CSPDM, the executive director for theCBSPD. “This much-anticipated and long-awaited certification exam is a significant stepin elevating the industry expectations forflexible endoscope reprocessors.”
THE CERTIFICATION BOARD FOR STERILEPROCESSING & DISTRIBUTION, INC. (CBSPD)
GRATEFULLY ACKNOWLEDGES OLYMPUSAMERICA FOR THEIR SUPPORT, WHICH MADE THIS CERTIFICATION POSSIBLE.
At Olympus, part of our corporatesocial responsibilityis to educate, inform and create awarenessabout colorectal cancer. As the globalleader in endoscopy solutions and aprecision technology leader in award-winning consumer products, we have aunique opportunity to utilize ourcomplementary businesses to supportresearch and awareness efforts in the fightagainst colorectal cancer. Toward thatendeavor, Olympus is launching a 12-monthfundraising program in April 2008 througheBay Giving Works.
Olympus digitalcameras soldunder the eBayGiving Worksprogram will beshipped with information about colorectalcancer screening, and 10% of the salesproceeds will be split evenly between C3: Colorectal Cancer Coalition(www.fightcolorectalcancer.org) and theEntertainment Industry Foundation’sNational Colorectal Cancer Research Alliance(www.eifoundation.org/national/nccra/splash)to further their research and advocacyefforts. Olympus believes this will raiseawareness of colorectal cancer andfacilitate discussions about this disease inthe homes and businesses of people whoare buying Olympus consumer productsonline via eBay.
The eBay Giving Works program(http://givingworks.ebay.com) is a dedicatedcharitable listing initiative, providingorganizations with a creative way tosupport causes important to them. Since2000, more than $94.5 million has beenraised for charity from listings sold on eBayworldwide.
eBay Giving Works: Olympus digitalcameras help CRCfundraising
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EDITORIAL TEAMEditor:Megan Longenderfer
Senior Writer:Cathy Henley
Contributors:Marci Barner Stephanie FabrizioBradley Catalone Eddie GarcésEric Coolidge Shelley LarizCarrie Dorazio Nancy SchlossbergGail Dubowe David Willard
CIRCULATIONEnvision is published three times ayear and distributed nationwide toOlympus customers and industrypartners. To subscribe to Envision, fill out and send in this page, or visitwww.olympusamerica.com/envision.
NOTICESVol. 10, Issue 1, 0208/55K/USAENVISION_V10I1. Photographs andinformation about customers usedwith permission. Views presented incustomer articles are the expressopinions of the interviewees and arenot necessarily those of OlympusAmerica Inc.
© 2008 Olympus America Inc. All rights reserved. No part of thisdocument, text or images, may bereproduced for any other purposeother than personal use. Modification,reproduction, or transmission in anyform, electronic or print, is forbiddenwithout written permission fromOlympus America Inc.
CUSTOMER CAREEndoscopy Medical Products800.848.9024
Surgical Medical Products800.548.5515
www.olympusamerica.com
IMPORTANT INFORMATION.DELIVER IMMEDIATELY. IF ADDRESSEE IS NO LONGER ATFACILITY, PLEASE FORWARD TOGI LAB MANAGER OROPERATING ROOM SUPERVISOR.
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In addition, the scope’s Close Focus functionenables an enlarged, close-up image to beobtained simply by moving the scope tip towithin 2 mm of the site. The four-wayangulation (180º up/down and 160º left/right)provides superior, wide-range observationthrough all contours of the colon.
The PCF-H180AL/I features a generous 3.2 mmchannel (inner diameter) to easily accommodatetreatment accessories and suction. Also, anauxiliary water jet can be combined with adedicated flushing pump to enable removal ofmucus and debris in the colon via a controlbutton on the scope or on the footswitch unit.
Equipped with the highly acclaimed Innoflex™variable stiffness technology, the flexibility ofthe scope’s insertion tube can be adjusted tosuit each patient’s anatomy. Additionally, anergonomically designed grip enhances thescope’s maneuverability, and readily accessiblecontrols and user-programmable switchesimprove the scope’s operability.
The PCF-H180AL/I is compatible with the CV-180,allowing access to the many new features andbenefits available on the EVIS EXERA II platform.
For more information about the PCF-H180AL/I,contact your Olympus sales representative.
“PCF-H180AL/I” continued from page 1
