Society of Interventional Radiology launches new brand focused on ‰ÛÏthe vision to heal‰Û

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SIR has unveiled a new brand for the society and its research organisation—SIR Foundation—reinforcing its commitment to patient-driven care and highlighting the power and potential of interventional radiology. The new logos for both organisations convey the limitless possibilities of image-guided therapies to solve the toughest medical problems. SIR’s new tagline, “The vision to heal” reflects the innovative, patient-driven care that board-certified interventional radiologists deliver through methods that result in less risk, less pain and shorter recovery time than traditional surgery.

“Interventional radiology showcases the very best of today’s medicine, bringing together clinical insight, procedural expertise and advanced image-guided technology to deliver high-quality patient care,” said SIR President James B Spies, Georgetown University Medical Center, Washington, DC, USA. “Our efforts reinforce how SIR continues to support our members as they deliver outstanding clinical care and how we will continue to do so in the years to come,” added Spies.

With the renewed focus on cost-effective, patient-driven care in the evolving health care landscape, SIR and SIR Foundation actively reaffirm interventional radiology’s role as part of the greater care team. Through the new brand, the society strengthens its identity, promoting the value that interventional radiology delivers—the same value being called for in medicine: better outcomes, less burden on the patient and innovative use of technology with clear patient benefit, noted Spies.

“Our new brand helps us to better communicate the valuable and unique role that interventional radiology has in delivering comprehensive clinical care,” said SIR executive director Susan E Sedory Holzer. “By listening to our members, this new framework also reflects the passion and dedication members have for the specialty and, more importantly, high-quality care,” added Holzer.

The new logos, re-envisioned to evoke a more contemporary look and feel, retain elements of the original society logo and maintain a reference to the specialty’s catheter-based origins. The minimally invasive, image-guided method, which reaches the source of a medical problem through a tiny skin incision, was founded in the early 1960s and today has become synonymous with modern medicine.