Business
ControlRad, Developing Innovative Solutions that Dramatically Reduce the Lifetime Risk of Radiation Exposure
Vibrant Technology at the Heart of Five Innovative Companies, one of five companies profiled
Founded in 2010 by three men of Israeli descent, ControlRad has recently relocated from Pennsylvania to Georgia. I was able to speak to CEO Guillaume Bailliard as he settled in at their new Global Headquarters in Peachtree Corners.
They moved from Atlanta Tech Park to their new office space at 275 Scientific Dr. N.W. after securing $15 million from Questa Capital in September. “That helped fuel the growth of the company, including planting our flag here, at this facility,” Bailliard said.
Their Research and Development Team, comprised of 20 R&D engineers, is located in Kfar Saba, just outside of Tel Aviv. “The number one place in the world today for startups per capita in Israel,” Bailliard shared.
X-rays Come at a Cost
To fully appreciate ControlRad’s innovation, it’s important to understand a bit of x-ray technology. Hint: think ‘control radiation.’
“The radiation you get from x-ray is ionizing radiation—high-energy wavelengths or particles that penetrate tissue to reveal the body’s internal organs and structures. Ionizing radiation can damage DNA.” [Radiation Risk from Medical Imaging (2018), Harvard Health Publishing, Harvard Medical School]
X-rays allow us to see inside the body without invasive surgery. Traditionally, static x-ray is used if you break your arm, in order to see the fracture. It’s the same type of x-ray you get at the dentist’s office. “There is very little risk with that single exposure,” Bailliard explained.
However, continuous x-ray or Fluoroscopy, used by doctors like cardiologists, spine surgeons and urologists to see specific organs in real-time and to deploy devices inside the body like stents, without having to perform exploratory surgery, “subjects medical staff and patients to a tremendous amount of dangerous and unnecessary x-ray exposures in a single procedure,” Bailliard said. “A certain percentage of that prolonged radiation exposure scatters outside the body to the medical staff and to patients needlessly.”
During a fluoroscopic procedure, the physician is at the table beside to you, deploying the devices and getting radiated in very close proximity to the x-ray unit.
What Drives ControlRad’s Innovation?
The issue is that much of the scattered radiation reaches the medical staff. “They get roughly 150,000 worth of chest x-rays over a lifetime. This is a lot like the NFL concussion story,” Bailliard said, “in the sense that the issues with concussions have always been there, but it is only recently that we truly understand the long-term impact of repeated concussions.”
Similarly, medical staff has always been subjected to radiation, but the adverse effects of this have not been well-documented until now. Risks include increased incidents of cataracts, atherosclerosis, strokes and left-brain tumors. (The x-ray tube is closest to the left side of the physician’s head during procedures.)
Don’t be Afraid to Seek Treatment
While we may have a fluoroscopic procedure once or twice in a lifetime, physicians are performing them repeatedly throughout the day. ControlRad helps protect the medical staff providing life-saving treatment to patients.
“I don’t want readers to be afraid of going to see a cardiologist to get treated, or to get an x-ray of the hand,” Bailliard said. “Everyone should ask the right questions about the risks of radiation with their physicians. The risks for patients are very low. It’s a risk-benefit ratio and the benefits typically greatly outweigh the risks.”
How Low Can You Go?
Since no amount of radiation from an x-ray is good for you, ControlRad adheres to the FDA espoused guiding principle of radiation safety: ALARA, which stands for: As Low as Reasonably Achievable. In other words, how low can you get radiation exposure without impacting the ability to treat patients?
Am I the only one singing “How Low Can You Go” in my head right now?
To that end, it is ControlRad’s mission to dramatically reduce the unnecessary risks associated with gratuitous radiation exposure without compromising image quality or workflow. It’s an undertaking that benefits both patients and physicians, but their primary focus is on protecting medical staff who are in harm’s way for the span of their careers.
ControlRad Reduces Radiation by up to 89%
510(k) Cleared—the FDA has granted permission to go to market—ControlRad’s device consists of three components retrofitted onto existing x-ray units. (See Figure 1.)
- EYE TRACKER / TABLET
Used to select the region-of-interest (ROI), either by detecting where the doctor is looking, or by allowing the doctor to draw an ROI manually on the tablet. - INTEGRATED SEMI-TRANSPARENT TITANIUM FILTER
The filter sits on top of the x-ray tube. It moves in real-time focusing on the selected ROI and reducing the x-ray beam outside the ROI, thereby filtering out unnecessary scatter radiation. - ADVANCED IMAGE PROCESSOR
Image processing algorithms help improve the image quality delivered to the physician.
The Launch
A published and peer-reviewed study has demonstrated a 75% radiation reduction to both patient and medical staff, using ControlRad’s technology. This ground-breaking device has recently been launched and is currently in limited release.
“The objective is to pressure test the product, the feature sets, our logistics, our service, and our training,” Bailliard said. “We’ve done a number of installations and are actually looking into having some installations in Atlanta. We’re in the process of talking with those teams.”
Feedback
Dr. Andrew Cappuccino in Niagara Falls suggested that not only was the radiation exposure to himself and to his patient drastically reduced, but he believes he saw an improvement in image quality as well.
“It makes sense to us that there is an improvement in image quality because we’re reducing the amount of scatter radiation in the ROI, but we’ll do additional studies to validate that,” Bailliard noted. “Our objective was to reduce unnecessary x-ray radiation and not negatively impact image quality. What we’re finding is that there’s potentially a very strong improvement in image quality as well.”
Why Peachtree Corners?
Bailliard cited the convenient location, its proximity to Atlanta, as well as access to a critical mass of medical device talent. “The key to any business is to be able to attract the right people. Being nicely centralized in this area we have folks coming from Marietta, from down-town and from further north.”
He also referred to the fact that the cost of doing business in Peachtree Corners is lower than in the Northeast where they were previously located and certainly lower than in Atlanta.
Perhaps my favorite reason they’ve chosen our city for their global headquarters: “We’re outside of the craziness of inside the perimeter, yet we’re in this Technology Park. That’s been the key,” Bailliard stated.
Looking to the Future
I wondered aloud if one day, patients would be able to seek out physicians who employ ControlRad’s technology.
“Actually, hospitals that are looking at our technology are looking to market to patients. Because there is a benefit to patients, we’re reducing the amount of unnecessary radiation exposure. That’s a good story,” Bailliard proclaimed.
The strategic acquisition strengthens TransPak’s Southeast presence and expands their capabilities in custom packaging for military, aerospace and high-value equipment.
TransPak, a global leader in logistics, packaging and crating services, recently announced the acquisition of Reid Packaging, a long-standing provider of custom packaging solutions based in Peachtree Corners. Both family-owned and operated companies share a deep-rooted commitment to quality craftsmanship, reliability and customer service, making the acquisition a natural fit.
Reid Packaging, founded in 1982, has distinguished itself as the go-to customer industrial packager in the metro Atlanta region, providing corrugated, foam and custom-engineered crating solutions, particularly in the military and aerospace industries.
Under the ownership of Ward Phillips since 2008, the company has grown to become one of the largest packaging facilities in the region, with a 60,000-square-foot site.
The acquisition will allow TransPak to expand its local manufacturing capabilities in the Southeast, while leveraging Reid Packaging’s expertise in specialized and heavy-duty custom crates.
Strategic Atlanta location and enhanced capabilities
The acquisition is part of TransPak’s strategic expansion into the Atlanta market, a critical logistics hub for both the renewable energy and semiconductor industries.
“We’re thrilled to welcome Reid Packaging into the TransPak family,” said Tomas Molet, executive vice president of East and Midwest Operations, TransPak. “With Reid Packaging’s prime location in Peachtree Corners, we are now able to serve customers throughout the Southeast, including direct routes to the Carolinas and beyond. This acquisition strengthens our ability to meet the needs of existing clients, especially those in the semiconductor and renewable energy sectors.”
In addition to the strategic location, the acquisition brings new manufacturing capabilities to TransPak’s East Coast operations. Reid Packaging’s facility is now the largest of TransPak’s locations in the region. Its offerings include enhanced services, such as heavy-duty and triple-wall corrugated packaging, which will enable TransPak to meet the growing demand for custom-designed packaging solutions for fragile, high-value equipment.
Commitment to employees and leadership appointments
A key focus of the acquisition was ensuring a smooth transition for Reid Packaging’s employees.
“We made a commitment to Ward Phillips to take care of the staff, and we’ve delivered on that promise,” said Molet. “All employees were retained, and we’ve introduced benefits they previously didn’t have as part of our commitment to making this a positive transition for everyone involved.”
Amanda Gautney, a longtime member of TransPak’s leadership team, has been appointed as the operations manager for the Peachtree Corners facility. “I’m excited to work with the team at Reid and continue the legacy of this respected company,” said Gautney.
Looking forward in Atlanta
TransPak plans to continue operating under the Reid Packaging name for the immediate future. However, the facility will gradually transition to full integration under the TransPak brand, reflecting the shared values and commitment to quality of both companies.
About TransPak
Headquartered in Silicon Valley, TransPak has been providing innovative and cost-effective design, crating, packaging and global logistics for over 70 years.
As a customer-focused, women- and family-owned company, TransPak combines the agility of a small business with the reliability of a global powerhouse. TransPak lives by the slogan, “We make it happen,” ensuring that high-value, fragile, and oversized goods reach their destinations safely and efficiently.
For more information about TransPak, visit transpak.com.
Leroy Hite, founder of Cutting Edge Firewood, was honored with the Distinguished Alumni Award from Berry College in August
Berry College recently awarded its annual Distinguished Alumni Award for Entrepreneurial Spirit to Leroy Hite, founder of Cutting Edge Firewood (and Berry College graduate, class of 2008). The annual award recognizes and honors alumni who have demonstrated a range of positive entrepreneurial skills — including a commitment to turning a dream into a reality, the vision to create an enterprise, the courage to assume risks and the ability to make changes and take advantage of new opportunities.
“This award holds a special place in my heart, maybe more than any other I’ve ever received,” said Hite. “Being recognized by my alma mater is incredibly meaningful to me.
My entrepreneurial journey began at Berry College. It’s where that initial spark was ignited, and honestly, I’m not sure I’d be where I am today without it. Berry nurtured my curiosity, drive and resilience — the key ingredients to entrepreneurship.”
Innovative entrepreneurship
Berry College professor and leader of the school’s Entrepreneurship Program, Dr. Paula Englis, said that Hite took every class she offered. And when those ran out, he did directed studies with her.
“He always knew he wanted to run his own business, and the growth and success of his firewood enterprise has been a wonder to watch,” she said.
Hite was nominated by Berry alumni Alison Ritter, class of 1994. Georgia Governor Brian Kemp also supported Hite’s nomination.
“As a small business owner myself, I have strong appreciation for and recognize the perseverance it takes to build a business from the ground up,” said Kemp. “Leroy’s innovative approach to the firewood industry, focusing on product quality and customer service, mirrors the entrepreneurial spirit that has long driven Georgia’s economic success.”
The company
When Hite founded Cutting Edge Firewood in 2013, he created the world’s first luxury firewood and cooking wood company. He reinvented everything about the firewood industry, from how firewood is dried and stored to how it’s packaged, shipped and delivered. When the company began, it was just Leroy with a one truck and a trailer. Now Cutting Edge Firewood employs 40, stocks enough inventory to fill its 40,000-square-foot Peachtree Corners warehouse and ships wood to all 50 states.
The wide variety of wood from Cutting Edge undergoes a special drying process to ensure that it’s free from unwanted pests, mold or fungus and provides an unmatched clean and bright burn with pleasant aroma. Their focus on process and the use of hardwoods such as oak, hickory, cherry, apple, pecan and maple ensures their customers receive the highest quality firewood, cooking wood and pizza wood possible.
For more information about Cutting Edge Firewood, visit cuttingedgefirewood.com.
To learn more about the Entrepreneurship Program at Berry College, visit berry.edu/academics/majors/entrepreneurship.
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