Medline launches campaign to highlight operating theatre time value

Medline EMEA has launched "10 Minutes That Matter," a new campaign exploring the significance of time in operating theatres. The initiative aims to highlight how practical solutions can assist healthcare professionals in optimizing their time in demanding surgical environments.

The campaign underscores the high-pressure conditions faced by operating theatre teams, where time and precision are paramount. Significant workloads and complex clinical responsibilities can contribute to stress and burnout among surgical nursing staff. The preparation phase for procedures involves numerous logistical steps, including gathering and opening individual components.

Medline points to studies indicating that customized sterile surgical instrument trays can significantly reduce preparation times. Research suggests savings of over ten minutes have been observed in the process of opening instruments alone. This recovered time allows clinical teams to dedicate more focus to patient care and the surgical procedure itself.

"The idea behind this campaign is to make time visible," stated Michela Toffali, Director of Marketing & Communications at Medline EMEA. "Small efficiencies can easily be quantified, but those minutes hold real value in the operating theatre." Medline intends for the campaign to demonstrate how straightforward solutions can enhance healthcare operations and support medical professionals.

Medline's Sterile Procedure Trays (SPTs) consolidate all necessary components for a specific procedure into a single, customized sterile pack. This approach minimizes the handling of multiple individual packages and streamlines activities before, during, and after surgery. The company has delivered over 120 million such trays across the EMEA region since 2011.