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The problem
For many patients, MRI investigations are among the biggest sources of anxiety. The enclosed space and the loud, aggressive sounds can create a high level of discomfort, affecting the quality of the procedure and even causing some patients to avoid the exam, putting their health in danger.

The finding
People who can hear music in the MRI sounds are less prone to panic attacks, because the brain no longer perceives them as chaotic and unpredictable.


The solution
Regina Maria Private Healthcare Network partnered with one of Romania’s top songwriters to craft a song that uses MRI sounds, reorchestrated in a catchy melody. Listened to repeatedly before the MRI exam helps the brain make a natural association between the aggressive MRI sounds and our friendly tune. The audio training followed the patients every step of the way, directly or subliminally: when calling in the call center, on the radio, when driving, on every music platform, in the emailed preparation kit, and finally in the clinic’s waiting room on the day of the appointment.