Superheroes battle MRI anxiety in new campaign

Siemens Healthcare has partnered with Weill Cornell Medical College, NewYork-Presbyterian Hospital, and Marvel Comics to launch a pediatric imaging campaign.

The MRIamahero! campaign is designed to reduce sedation and ease anxiety in young patients undergoing MRI scans, according to the collaborators. The campaign kicks off in Times Square with Marvel superheroes Captain America and Iron Man in attendance.

Siemens has a new MRI Heroes Kit designed in collaboration with Weill Cornell Imaging at NewYork-Presbyterian. It includes an educational DVD, copies of a Marvel Custom Solutions comic book featuring Captain America and Iron Man, hero-themed capes, and Captain America and Iron Man plush toys.

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