Philips' clinical research project will commence this summer in six hospitals across Europe, and the results of the pilot project will be completed later this year. It is the first time Disney has collaborated as part of a clinical research project of this kind.
"I have seen first-hand that MRI scans can be intimidating for children, and I like how focused Philips is on the patient experience," says Jan Koeppen, president, The Walt Disney Company, EMEA. "At Disney, we look forward to complementing Philips' MRI experience with our stories and characters. We are excited to see the results of the clinical research and to quantify
Philips will investigate how Philips Ambient Experience, using a series of animated stories, can improve the patient and clinician experience during pediatric MRI procedures. Philips Ambient Experience will render six pieces of original, stylized Disney animation – created specially by Disney animators for use in hospitals with clinical guidance from Philips – intended to reduce fear and anxiety often felt by a child in the MRI process.
The Disney animation features characters like Mickey Mouse, Ariel, Marvel's Avengers, Star Wars' Yoda and others, coming together in a diagnostic setting for the first time. The research pilot's goal is to help alleviate children's anxiety, create bonds, and improve the staff's ability to carry out their tasks in MRI scanning rooms across six leading European hospitals.
"A visit to the hospital can be quite intimidating for people, and especially children, where a more patient-friendly, patient-centric environment could help improve the patient experience and help drive first-time-right imaging for improved outcomes," says Kees Wesdorp, chief business leader, precision diagnosis, Philips. "With this pilot study, we will investigate the impact of Philips Ambient Experience, including Disney's specially developed themes to empower children with a positive experience to help them throughout the medical procedure. Philips has always taken a human-centric approach to healthcare. Together, we can make a real difference for thousands of young patients going through medical procedures each day."
In a recent study carried out by the New Economics Foundation, it was identified that in addition to creating a positive experience, the well-known Disney characters help build trust for children in anxious circumstances. The research also recognizes that the power of Disney's storytelling and characters. It can inspire and create positive feelings, experiences and memories, helping children and young people to cope where and when they need it most.
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