these areas because they understand what treating physicians want and need.
Meanwhile, IR has become much more clinical than the specialty used to be. Our brand recognition is improving and combined with our innovative roots, I think companies are starting to realize how well suited we are for these positions.
IRQ: Do you see a way for industry to help in IR’s pursuit to generate more research and become more recognized? JB: Absolutely. One of the things Penumbra does is educate non-IR physicians about disease states that may benefit from interventional procedures. For example, if we speak about a disease state like PE, we may conduct a training program for critical care doctors to better understand how interventional procedures may benefit their patients.
In addition, Penumbra works with a number of medical societies and non- profits with their missions to educate, disseminate scientific information and conduct research We also actively seek IRs and IR groups to participate in some of our clinical trials, as Penumbra recognizes that this expertise is crucial to include in our research. We also want to support the future generation of medicine. We’ve run educational events and training events for physicians in training and for physicians recently out in practice to discuss current clinical data, different treatment strategies and the safe and effective use of devices that could be used in different clinical scenarios. Penumbra is also highly interested in fostering diversity and helping provide physicians from all backgrounds with the information and tools to best serve their patients.
IRQ: How would you advise other physicians who want to partner with industry? JB: To start, investigate why you want to work with industry and what you have to offer. Companies are looking for physicians who have a lot of experience, have run trials or have innovative ideas. Ask yourself what you bring to the table and how a potential partnership could create a net change in the industry or patient outcomes. Be analytical about
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your marketable skills and where you would best fit.
Next, research the company. Make sure that your values and ethics align. Understand what they want from a physician partnership and how their internal structure works. Every company is different—you may work for one division, or you may be in a role that impacts the entire company. Some companies ask their physicians to go on the road a lot, or only want them involved in certain projects. Ask around and seek out the guidance of other physicians who have worked in
these roles, because understanding will bring you happiness. You don’t want to take on a position and be dissatisfied because it doesn’t match your needs and expectations.
If you’re considering moving to industry, I cannot emphasize enough the importance of finding mentors, role models and other physicians who have made the jump. Learn from them, listen to their advice and identify your priorities. If you’ve found the right company, those priorities will line up and you will have a fulfilling and rewarding experience.
How can I show the value of my IR practice?
Improve IR quality, performance and patient outcomes with the VIRTEX data registry.
Visit
sirweb.org/virtex to schedule a conversation with a VIRTEX representative.
3/9/21 10:44 AM
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