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  • March 2022 (Revised August 2022)
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Proximie: Using XR Technology to Create Borderless Operating Rooms

By: Ariel D. Stern and Alpana Thapar
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

In mid-January 2022, Nadine Hachach-Haram, founder and CEO of Proximie, was thinking about the company’s growth plans. Launched in 2016, Proximie was a platform that enabled clinicians, proctors, and medical device company personnel to be virtually present in operating rooms (OR) where they would use mixed reality and a suite of digital audio and visual tools to communicate with, mentor, assist, and observe those performing procedures. The goal was to improve patient outcomes. The company had grown quickly, opening offices in Beirut, London, and Boston, and had 135 employees. Proximie’s technology had been used in tens of thousands of procedures in over 50 countries and 500 hospitals. It had raised close to $50 million in equity financing and was now entering strategic partnerships to broaden its reach. In deploying its platform, Proximie also digitized and structured formerly uncaptured data from ORs, making it possible to build a novel database of rich surgical data and prepare an infrastructure for both analytics and for curating insights from users. Hachach-Haram aspired for Proximie to become a platform that powered every OR in the world. To achieve these goals, Hachach-Haram had to navigate several challenges as she scaled the company. She needed to carefully think about the company’s partnership and data strategies. Which formula would position the company best for the next stage of growth?

Keywords

Growth and Development Strategy; Technological Innovation; Partners and Partnerships; Strategic Planning; Health Care and Treatment; Analytics and Data Science; Digital Platforms; Health Industry; Lebanon; United Kingdom; United States

Citation

Stern, Ariel D., and Alpana Thapar. "Proximie: Using XR Technology to Create Borderless Operating Rooms." Harvard Business School Case 622-082, March 2022. (Revised August 2022.)
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Related Work

    • March 2022 (Revised August 2022)
    • Faculty Research

    Proximie: Using XR Technology to Create Borderless Operating Rooms

    By: Ariel D. Stern and Alpana Thapar
    • November 2022
    • Faculty Research

    Proximie: Using XR Technology to Create Borderless Operating Rooms

    By: Ariel D. Stern, Alpana Thapar and Menna Hassan
Related Work
  • Proximie: Using XR Technology to Create Borderless Operating Rooms By: Ariel D. Stern and Alpana Thapar
  • Proximie: Using XR Technology to Create Borderless Operating Rooms By: Ariel D. Stern, Alpana Thapar and Menna Hassan
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