An industry spokesman's viewpoint
on partnering with healthcare profession
Q&A with John R. (Jack) Serino, BS, MBA
Co-chair, Industry Partners for Patient Safety
AORN Management Connections recently
asked John R. (Jack) Serino, co-chair of the AORN-supported
Industry Partners for Patient Safety, to give industry's viewpoint
on the value of collaborative patient-safety and medical education
initiatives with AORN and other professional organizations. Serino
has served as president and CEO of Encision, Inc., of Boulder,
Colo., since July 2004. Encision supplies electrosurgical and
laparoscopic instruments for minimally invasive surgical
procedures. Serino is a veteran medical industry executive with
more than 15 years in the medical device business. He holds an MBA
degree from the University of La Verne and a BS from Creighton
University.Q: From your perspective, how do medical vendor partnerships on patient-safety issues with AORN, the American Association of Nurse Anesthetists (AANA), the American College of Surgeons (ACS) and others benefit your company and U.S. health care?
A: The relationship between industry suppliers
and professional associations has evolved into a partnership
whereby financial support, "pro bono" time and resources are
directed to the membership, rather than individuals. This
partnership works because each partner gives and receives value.
The value to industry is image enhancement, name/brand recognition
and market access. Professional associations benefit from exhibitor
fees and educational grants that lessen the financial burden on
members, while providing them additional education resources. All
medical companies offer products or services that fall somewhere
along the patient safety continuum; thus, the partnership provides
a contribution to patient safety, as well as an economic
incentive.
Q: The relationship involves a lot more than access, on
both sides. What is the role of your company, or others you're
familiar with, in supporting the professional education efforts of
medical professional organizations?
A: The formation of Industry Partners for Patient Safety drew its inspiration from the annual Executive Symposium on Surgical Patient Safety, which initially was supported by AORN, AANA, ACS and the American Society of Anesthesiologists, as well as by industry through educational grants to the AORN Foundation. This industry coalition is now an entity that can participate as a partner in standards/guidelines development via intellectual property resources and technology solutions that reduce errors and patient complications.
Q: Are current guidelines from AORN and The Joint Commission and federal laws that aim to prevent undue industry influence on healthcare providers doing the job, or are refinements needed?
A: Over the past several decades, strides have been made in developing regulations, laws and guidelines to prevent "influence peddling" and individual inducements. Industry has taken steps to educate its employees on appropriate conduct and practices. Scrutiny of all businesses is at an all time high, and additional refinements may or may not be necessary.
Q: Industry plays an important role at AORN's annual Congress exhibition and similar meetings of other organizations, educating perioperative nurses and managers on products, technologies and services that help promote our patient safety/quality-of-care mission. For Congress, we have a vendor committee that sets general guidelines all must meet to ensure fairness and openness for all exhibitors. Is this the right approach?
A: The vendor committee seems to be working,
from our perspective. Self-regulation via the vendor committee is
appropriate to maintain quality and avoid a circus-like atmosphere
on the exhibit floor.
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