Once the news of an impending pregnancy sets in, the happy couple has approximately nine months to wait. And wonder. Is it a boy or a girl? Will the baby have the mother’s nose? The father’s chin? Well, some of the mystery has taken a backseat to new technology. Enter 3-D and 4-D sonograms that allow you to see the unborn child.

  

Two-dimensional sonograms have been used in OB offices for more than a generation. However, the grainy, black & white images require an MD training to interpret and fully understand. They may be useful for clinical diagnosis; but they lack personality.

  

At Prenatal Pics in Mandeville, partners Vince Luizza and Frank Stewart are now offering clients a unique view of babies on the way. “There is nothing to compare with seeing a new child for the first time,” observes Luizza. “We bring joy to mothers, fathers, siblings and grandparents who can share in this singular family experience. This is a happy place to work and share in the celebration among loved ones.”

 

 One of the unique features of a prenatal viewing facility is the use of a family room where extended family and friends can view the baby images in real time. The mother is sequestered in privacy via an adjoining room. A certified stenographer guides the scanner to reveal images of the child in utero.   Typical session last from 15 to 30 minutes and a wide range of features can be revealed in the process.

  

“Our services run across a range of options from a single visit to a suite of three progressive visits over the course of a pregnancy. Some parents only want a one-time session called a sneak peek. At 16 weeks, we can identify the gender about 95% of the time. If the view is obstructed or unsuccessful, we allow that client to return for free for another look. The gender determination costs $125,” advises Luizza. “On many such occasions, the family, often a grandparent will be so excited about what they see that they extend to our $325 package of three visits. The baby changes so much that it is fun to come back 6 to 10 weeks later to observe how much they have grown or changed. At 28 to 32 weeks, the baby’s facial features are very well developed. The views are astounding and very memorable. People are awed by this new technology.”

 

 BIRTH OF A NATION

 

The digital images can be captured as video (4-D) and golden-orange tinged photos (3-D) that reveal a once-in-a-lifetime portrait. And thus, a new business is born.

  

“There are perhaps a half-dozen concept stores like ours in the country. We bought this store from a Mandeville stenographer who launched it based upon her clinical background in prenatal sonograms. She understood that new parents have a desire to see the progress of their unborn children. However, most OB/GYN offices lack the time and capacity for non-diagnostic viewing sessions” Luizza explained. “We see the market potential of filling this need outside of clinical settings. There is no diagnostic service on our part. Many OBs refer patients to us after they’ve done a formal 2-D scan for the pregnancy.” 

 

 “While we expected our clientele to be from Mandeville and Covington, instead fully half of our business drives in from the outlying areas of Bogalusa and the MS gulf coast. We now have two years of sales under our belt and are ready to begin expanding to new markets and franchising.” Luizza knows how to build a system of stores. His family started the Cuco’s Mexican chain and he learned the ropes of managing a network of locations. “I love this business model. The best part is fostering such a fun and happy experience for people. This is a nice environment; we feel that we get to be part of the celebration. In fact, this experience is forming new family traditions in a way.”

 

 One interesting twist is for baby showers to be scheduled around the digital viewing of the baby. Luizza explains: “We allow our last appointment of the day on Saturdays to continue after the session as a baby shower. The guests get to view the baby being celebrated and the gathering is unique and fun. We’ve been sold out for these events for months.” 

  

Another interesting note is how seasonal the business can be. “The 16 week sneak peek is our most popular service and we’ve been amused to find a spike in our business following certain events. We had extra business 16 weeks after the storm and again 16 weeks after the snow days we’ve had. We always get busy 16 weeks after major holidays like Christmas and New Years. Of course, in Louisiana, many mothers seek to plan deliveries in the spring or fall to avoid the summer heat.”

  

THE DOCTOR WILL SEE YOU NOW

 

Although Luizza and Stewart seek to avoid clinical diagnosis, there are a number of possible implications for this new technology.

  

“Imagine a diabetes patient being able to chronicle the status of its kidney over time,” suggests Andrew Wu of 3-D innovator Med Technologies. “We can allow a physician to scan the kidney in 3-D or 4-D and benchmark the patient’s status. Such information may become valuable over time if the scan is done annually and the change in the organ is compared over time. This technique could prove invaluable to the physician’s diagnostic options. Or, it could be very compelling visual evidence for a patient who needs to become more compliant in her therapy. This opens an entirely new world of visual diagnostics and patient healthcare information.”

 

 But who will pay for these services? “That’s a very current question,” commented Wu. “At this time, insurance covers only a few circumstances that call for 3-D scans. However, a large number of patients will choose to pay cash for their scans to build their own healthcare file documentation. This technology simply makes this option available. The biggest challenge is to simply let the public know this opportunity exists.”

 

 Luizza said that he has no plan to add such diagnostic services. “We don’t complete with physicians or hospitals in this regard. If those healthcare professionals approach us to request a scan, we have certified sonogram technicians who could accomplish the task. This technology is very new. It’s difficult to predict where the future may take us. The option for prenatal education and observation is unprecedented.” 

 

 For now, the future is smiling babies silently waving to the grandparents and friends watching on monitors and smiling back. Better living through technology.

  

Jim Currie is an old school marketer with only bronzed baby shoes to show for his own prenatal experience. Come to think of it, those booties were post-natal. He thinks the kids of today are spoiled with far too many new technology options. If you wish to suggest another northshore business to be considered for this column, use your own technology to send an e-mail: nsentrepreneur@northshoreconifer.com