#8 Prof. Dr. med. Alexander Muacevic (ERC Munich): Ingredient Branding in medicine - high precision tumor treatment with advanced radiosurgery
Description
Tomas Vucurevic sits down with Professor Dr. Alexander Muacevic, Director of the European Radiosurgery Center Munich (ERCM), to explore the pioneering world of advanced radiosurgery.
Professor Muacevic shares how ERCM has become a global leader in high-precision, non-invasive tumor treatments, utilizing technologies like Cyberknife and ZAP-X. Throughout the conversation, they discuss the challenges of rebranding a technology-based medical center, integrating AI and robotics into patient care, working with patients holistically, and how ERCM’s holistic approach offers much more than just cutting-edge technology.
Key topics include ERCM’s role as a promoter of medical technologies, the center's unique patient experience design, and its journey to becoming a leading reference for modern radiosurgical treatments. This episode is a must-listen for anyone interested in medtech, healthcare innovation, and the intersection of branding and technology.
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Themes and Timestamps
00:00 - Introduction to the episode and guest
02:34 - What is ERCM and how does radiosurgery differ from traditional treatments?
05:27 - The challenge of defining a new medical field
06:22 - Rebranding ERCM and integrating new technology
10:20 - What makes ERCM different from other Cyberknife centers?
15:55 - Importance of using branded technologies and ERCM’s holistic approach to patient care
18:35 - Designing a holistic patient experience
23:08 - How has rebranding and Ingredient Branding influenced ERCM’s growth?
25:53 - Relationship with the manufacturers
27:41 - Future technologies and AI in radiosurgery
32:29 - The challenges of raising awareness in the medical field
36:07 – Guest recommendation
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About the Host
Tomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Tomas has over 40,000 hours of experience as a global Ingredient Branding expert. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding. He has guided more than 70 projects helping companies to get more value out of their innovations by transforming from the ZERO position as a supplier into the HERO position as an Ingredient Brand that consumers seek.
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