When medical images confuse patients
Since the 1970s, the medical consultation room has hardly changed. With one notable exception – the computer screen. While screens help medical specialists keep track of cases, have they also improved communication with patients?
In many situations, the answer is no. When patients are confronted with medical images meant to explain their condition, they often struggle to interpret grayscale, two-dimensional visuals. As a result, they may feel insecure or confused and decide to opt out of the proposed treatment path.
At Barco and Avatar Medical, we recognise this challenge. It leads to lost time for clinicians, missed revenue for hospitals, and – most importantly – patients not receiving the care they need.
What we'll cover in this webinar
- How patient misunderstanding and insecurity can lead to procedure opt-outs and patient outmigration
- How 3D visualizations can support clearer patient–doctor communication, improve patient understanding, and increase procedure conversion rates
- How Barco and Avatar Medical address this challenge with Eonis Vision – a simple monitor-and-software solution that brings glasses-free 3D images into the consultation room
The webinar is ideal for...
Surgeons of any specialty, (interventional) radiologists, and any clinicians commonly using medical imaging, like MRI and CT
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Meet the panelists
- Todd Goldberg
- Stijn Crul
- Michael Ivan
About Todd Goldberg
Chief Business Officer at Avatar Medical
Todd Goldberg is Chief Business Officer at Avatar Medical, where he leads global commercial strategy and strategic partnerships to scale patient-specific 3D visualization in clinical practice. He brings over 20 years of commercial leadership experience across advanced visualization, neuromodulation, and endovascular technologies. Prior to joining Avatar Medical, Todd served as SVP of Sales & Marketing at Surgical Theater and held leadership roles at Cardiovascular Systems, Inc., Neuronetics, and Advanced Bionics. He has also contributed to raising nearly $60 million in venture capital and supported early-stage fundraising efforts in the low eight figures.
Todd is passionate about translating breakthrough innovation into scalable clinical adoption.
About Stijn Crul
Product Manager, Healthcare, Barco
Stijn Crul is Product Manager for the Healthcare business unit at Barco, where he leads the company's autostereoscopic 3D display, clinical review segment, and innovation projects. With a background spanning over five years of dedicated research in 3D visualization, Stijn played a pivotal role in bringing autostereoscopic 3D technology to market as a medical device.
Prior to his role at Barco, Stijn worked as a research engineer at KU Leuven, where he developed deep expertise in sensing technologies, AI, and wireless communication. He holds a M.Sc in Electronics Engineering.
Stijn is dedicated to translating advanced display technology into real clinical value, and continues to drive market adoption of autostereoscopic 3D as a new standard in medical imaging.
About Dr. Michael Edward Ivan
Associate Professor at the University of Miami Miller School of Medicine
Dr. Michael Edward Ivan, MD, MBS, is a neurosurgeon, scientist, and Associate Professor at the University of Miami Miller School of Medicine, specializing in complex brain tumor and skull base surgery. He serves as Director of Research for the University of Miami Brain Tumor Initiative and leads the Ivan Brain Tumor Lab, where his work focuses on translational research and innovative therapeutic strategies for malignant brain tumors.
Dr. Ivan is actively involved in advancing new technologies that improve surgical planning and patient engagement. His research and clinical efforts aim to bridge cutting-edge science with patient-centered care, particularly in the treatment of glioblastoma and other aggressive intracranial tumors.
He is recognized nationally for his contributions to neurosurgical oncology and for integrating innovation into both the operating room and the consultation setting.
