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DETROIT
JEWISH NEWS

JN

12

March 20 • 2014

Jorey Chernett heads Intrinsic Medical
Imaging, offering state-of-the-art digital
3D views inside the body for medical and
law professionals.

inside Loon

Local company makes a quantum leap in
medical imaging technology.

Harry Kirsbaum I Contributing Writer

CONTINUED FROM PAGE 1

He took the idea and spent six months
meeting with dozens of doctors across
medical specialties to see if there was clini-
cal value, "or if this was just cool stuff' he
said. "We got very positive feedback, and
we decided to enter the medical field."

State - Of - The - Art
Jeffrey Rubin, chief of vascular surgery and
surgery professor at the DMC hospitals and
Wayne State University School of Medicine,
has been working with the program for
more than a year. He calls it "a state-of-the-
art system for arterial imaging."
"It provides a completely innovative
modality and affords us the ability to 'drive
through' the arterial system, providing
information that is not generally available
with standard imaging:' he said.
"We have used this tool to evaluate
approximately 50 patients. The value of
this technology is that it potentially can
enhance standard testing modalities and
provide much more diagnostic informa-
tion for planning surgical procedures as
well as expediting diagnosis with more
accuracy for patients with questionable
findings"
Chernett found a market among attor-
neys last summer while collaborating with
hospitals.
"I learned through an MRI expert
servicing the personal injury attorney

marketplace that there was a lot of money
being spent on exhibits that were medi-
cal illustrations taken from a CT, an MRI
or an x-ray that were drawn by artists,"
he said. "The average rate for a medical
illustrator across the United States is about
$165 an hour, and the key is that it's only a
depiction and rarely admissible in court:'
So they began marketing IMI to trade
shows for the legal profession and showed
samples of their videos because their
"technology is based on reality, not depic-
tions. It's the actual scan transformed into
a 3D image or video:' Chernett said.
Steven Gursten, an attorney who
exclusively handles very serious car and
truck accidents at Farmington Hills-based
Michigan Auto Law, recently used IMI for
the first time with positive results.
"The main benefit is that it is real; it
is the client's real injury that a jury or an
insurance adjuster can see with their own
eyes. It is admissible because it uses well-
established medical technology and the
images themselves are not altered," said
Gursten, who has recommended it to all
18 attorneys in his firm. "3D imaging
makes it more understandable for a lay-
person to be able to see and fully appreci-
ate the severity of the injury itself'
And according to Stacy Chernett, the
legal side of the business has doubled
every month since the fall of 2013.
Her husband said that the $750 fee
includes a video, a 72-hour turnaround

time, board-certified radiologist review
and up to three still images of the pathol-
ogy of interest.
"Our brand name, Authentic 3D (www.
authentic3d.com), really speaks to what
we do. It's authentic as opposed to an artis-
tic depiction or an animation," he said.
"We try be affordable for all cases — the
$30,000 auto accident case as well as the
$1 million case, and we can get involved
pre-litigation. It's a digital image and can
be incorporated into the insurance pack-
age that goes off to the adjuster, and it can
drive faster settlements7
With 20 people in the company and
plenty of capacity, there will be no prob-
lem if their business explodes.
"Being in Detroit has been fantastic
because we have access to tremendous
talent that comes out of the universities,"
Chernett said. "We have a team of bio-
chemical engineers who have come from
Michigan, Wayne State and Michigan
State, three fantastic universities that are
located in our own backyard.
"With their background and under-
standing of anatomy, they also are trained
to use our software, and they also under-
stand how to converse with radiologists
and clients as well. This works in dispute
resolution, pre-trial, mediation, arbitration
and trial. Our value is that it's evidence.
But the core motivation has always been to
save lives, and that's where IMI's spirit and
energy lies:"

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