Designation Detr@it
Gray's Anatomy
Sam Gray's startup company produces medical posters
so doctors can better educate their patients.
L
Pamela A. Zinkosky I Special to the Jewish News
ife-sized images of Red Wings players grace
many den walls, thanks to Detroit-based Fat-
head LLC. Now, Fathead images are debuting
in doctors' offices and hospitals, thanks to
BodyPartChart, the latest addition to Dan Gilbert's
family of companies that includes Fathead, Quicken
Loans, Title Source and many more.
BodyPartChart combines medical education with
Fathead's technology in making bold, self-adhering
vinyl images. The startup company, launched in
2010, offers 240 anatomical images and 150 health
care-related signs, each made of durable, sanitizable
vinyl that sticks to multiple surfaces and is easily
removed without causing damage. The images even
kick Fathead's technology up a notch, with a dry-
erasable finish that lends itself to patient education.
Ranging from 1-7 feet in size, the bold anatomical
images replace the detailed paper anatomy charts
doctors have been using for 50 or 60 years, says Sam
Gray, who co-founded BodyPartChart and has been a
Waterford chiropractor since 1988.
Doctor-Patient Communication
"I was interested in encouraging dialogue between
patients and doctors," says Gray, a -member of Con-
gregation Shaarey Zedek in Southfield, who's
also the vice president of the Michigan _Jewish
Sports Foundation. "The old-style charts weren't
cutting it anymore."
Now doctors can explain patients' injuries
— and the proposed treatments — much more
easily. "It's just an ingenious idea," says Bob
Levine, a Farmington Hills chiropractor who
uses BodyPartChart's spine chart to explain
different spinal conditions. "It's a great patient
education tool. The way they're formatted is
pleasing to the eye. (Patients are) not intimi-
dated to say, 'Show me where that is. Show me
what normal is."
BodyPartChart co founders Sam Gray and Andrew Luckoff
Dr. Steve Arbitt of Specialists in Rehabilitation
Medicine, with offices throughout Southeast
Michigan, agreed, saying that he loves
health and wellness, for example.
BodyPartChart graphics and uses them daily to ex-
"It's a different way of looking at anatomy," says
plain conditions and treatments to his patients.
Gray. "Most people love the product and say they
The charts cost anywhere from $30 to $130 — not
wish they thought of it. My older patients can actually
much more than the paper charts they replace, Gray
see them, and my younger patients are saying, 'Hey,
explains, only with more longevity, value and adapt-
are those medical Fatheads? That is really cool!"
ability. Doctors and hospitals can customize images
by providing their own artwork. They can also create
Anatomy on page 4
customized signage — to spark conversations about
-
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March 15 • 2012
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