Philips and Smit Mobile Equipment launch MicroDose, the next generation mammography solution for mobile breast screening, at Arab Health 2012

January 22, 2012

Dubai, UAE – Royal Philips Electronics (NYSE: PHG, AEX: PHI), in partnership with Smit Mobile Equipment will introduce MicroDose, a new Philips full-field digital mammography (FFDM) solution, that will be installed in their second mobile breast cancer screening vehicle, which is specifically adapted to the requirements of patients and healthcare providers in the Middle East. Smit Mobile Equipment is part of the Oshkosh Corporation and is a leader in mobile medical diagnostic units, mobile hospitals and mobile clinics. The mobile Philips MicroDose Mammography Unit will be displayed at the upcoming Arab Health 2012 show.

 

The occurrence of breast cancer is prevalent in the Middle East. Studies have shown that in Saudi Arabia, over 20 percent of total cancer cases are breast cancer . The education of the need for preventative screening is growing, and medical professionals in the region are constantly searching for new ways to cope with the increasing need for early diagnosis of the disease.

 

In line with this, Philips has developed the ‘SimplyHealthy Women’ campaign that entails different initiatives, starting with the MicroDose Mammography Unit touring the region, performing breast screenings for early detection, as part of Philips’ commitment to women’s health and preventative care.

 

Mammography is the primary tool used to aid in the early detection and diagnosis of breast cancer. Philips is revolutionizing mammography by providing a more comfortable, relaxed and faster mammogram experience, with lower radiation exposure. Now, Philips MicroDose offers clinicians the ability to deliver high-quality breast images at up to a 50 percent reduction in dose as compared to other FFDM systems, without compromising clinical image quality. In fact, studies report clinicians using a significantly lower average radiation dose with the MicroDose solution than with other full FFDM systems 2, 3.

 

MicroDose is the only mammography system that uses X-ray photon-counting technology. Similar to light-emitting diode (LED) lighting which uses less wattage than traditional incandescent bulbs while providing high light output, the Philips MicroDose patented photon-counting detector utilizes less radiation while delivering excellent image quality. MicroDose is also designed to offer a less stressful mammography experience by providing curved support.

 

“Philips MicroDose Mammography addresses busy case volume by helping medical professionals perform as many as 15 four-image examinations per hour. Yet speed is never a substitute for quality”, says Diederik Zeven – General Manager of Philips Healthcare Middle East.

 

“The robustness of the detector combined with features such as low dose, patient comfort, speed and image quality, make MicroDose Mammography the ideal solution for the mobile mammo unit”, he adds.

 

Hospitals installing Philips MicroDose Mammography can now offer their patients the speed and convenience of a low-dose procedure that take less than five minutes. The curved breast support and easy single click operation can truly help them differentiate their services in the women’s healthcare community.

 

Philips is committed to a comprehensive approach to women’s health care, and MicroDose is part of the company’s comprehensive portfolio of advanced diagnostic imaging and information management solutions for the entire breast cycle of care including ultrasound, magnetic resonance imaging (MRI) and positron emission tomography / computed tomography (PET/CT).

 

Visit Philips at Arab Health 2012, booth S2C10 Sheikh Saeed Hall 2, at the Dubai International Exhibition and Convention Centre. The Mobile Philips MicroDose Mammography Unit will be open for visits and demonstrations at the Exhibition’s outdoor Plaza , from the 23rd – 26th of January.

 

1 America Gov., Saudi women work to improve breast cancer awareness,  (June 2006)  Available: http://www.america.gov/st/washfile-english/2006/June/20060623141131hmnietsua0.9000055.html
2 Baldelli P., et. al., Comprehensive Dose Survey Of Breast Screening In Ireland, Radiation Protection Dosimetry, Vol. 145, No. 1, pp. 52–60,  2010
3 Oduko, J.M. Young, K.C., Burch, A.,: A Survey of Patient Doses from Digital Mammography Systems in the UK  in 2007 to 2009. Digital Mammogr. IWDM 2010, 365–370, 2010.

For media enquiries please contact:

Natali Fahmi
Corporate Communications
Philips Middle East
Tel: +97155 2008304
E-mail: natali.fahmi@philips.com

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About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/newscenter

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About Smit Mobile Equipment

Smit Mobile Equipment is part of the Oshkosh Corporation and includes the brands Smit Mobile Equipment (Smit) and Oshkosh Specialty vehicles (OSV). Smit and OSV are world leaders in mobile medical diagnostic units, mobile hospitals and mobile clinics. Both OSV and Smit are certified by Philips to install their diagnostic equipment in both mobile solutions (trailers or trucks) and relocatable solutions (containers). We have certified solutions for mobile MRI, CT, PETCT, Cardio-Vascular labs, Mammography, X-ray, primary healthcare clinics, dental clinics, Emergency Mobile Trauma Units and Mobile field hospitals. OSV and Smit have manufacturing facilities in the US and The Netherlands. The Sales organizations are located in The US, The Netherlands and the UAE. Its service organizations are located in the US, The Netherlands, United Kingdom and the UAE. Due to our sales and service organization in Dubai, UAE we are close to our Middle East customers and OEM partners. With excellent warehouse facilities the required spare parts are available very fast. Also our specially trained service engineers are available 24/7 in the region to make sure down time of medical units is limited and preventive maintenance is executed. With a lot of experience in the Middle East region we are able to supply the best products available that are fully adapted for the region. In our design we consider the extreme weather conditions (both temperature and humidity), dust protection, ergonomics, patient/operators comfort, safety and privacy.

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