bb7 and Norland at Swissray Develop Bone Densitometer to Launch at RSNA Conference

The ELITE DXA table features the largest scan area for assessing bone densitometry and body composition. It will launch at the 101st Radiology Society of North America’s annual conference in Chicago, November 29-December 4, 2015.


bb7, a comprehensive product development firm, today announced the launch of the ELITE DXA table, developed in collaboration with valued client Norland at Swissray. The ELITE DXA will make its debut at the 101st Radiology Society of North America’s (RSNA) annual conference at McCormick Place in Chicago, Illinois, November 29th through December 4th, 2015. The scanner features product development and design by bb7 and will be manufactured and sold by Norland at Swissray.

The ELITE DXA provides the largest scan area in the world for assessing bone density and body composition. With over twice the scan area of competitive systems, the ELITE is poised to significantly improve treatment of athletes and bariatric patients. The DXA table can accommodate patients as heavy as 625 pounds (283.5 kg), subjects as tall as 90 inches (2.28 m) and as wide as 52 inches (1.32 m). Clinicians will be able to serve patients that exceed the scan area of current DXA scanners, including obese patients and athletes.

bb7 partnered with Norland at Swissray to design and develop the first-to-market ELITE in under seven months.

bb7 partnered with Norland at Swissray to design and develop the first-to-market ELITE in under seven months.

Norland’s ELITE DXA bone densitometer was developed to enable the monitoring and treatment of more patients. More than one-third (34.9% or 78.6 million) of U.S. adults are obese (source: Journal of American Medicine). Providing critical treatment to this population segment often requires regular full body assessments. For some of these patients, full body scans are not an option. Bariatric patients in particular require accurate monitoring of fast-changing bone density and body composition. Before the ELITE there was no solution that could accommodate larger bodies; patients had to endure multiple scans of different body sections – a potentially humiliating experience with inaccurate results. The new device serves a wider patient base plus it features user-centered design: it’s easier, more accurate and more comfortable for all users.
bb7 partnered with Norland at Swissray to design and develop the first-to-market ELITE in under seven months. bb7 is ISO-9001 and ISO-13485 certified and leveraged extensive medical device development. Norland DXA assessment directly measures fat mass, lean mass, bone mineral content and the percent total body BMC/fat free mass for the whole body or isolated regions of the body in a swift, painless, noninvasive measurement. DXA measurements allow total body or regional fat, lean or bone mass to be followed over time so that the effect of disease or treatment can be monitored.

“bb7 was absolutely the best firm we could have chosen to design our product. They not only met our deadline of launching the product at RSNA (within 7 month lead time), but were also within our budget guidelines. bb7 knew how to design for ease of manufacturability, installation and serviceability. Further, the team provided expert guidance for quality and regulatory compliance. We often refer to bb7 as the ‘Mercedes’ of design firms and would not hesitate to use them on future projects,” said Pamela Holler, General Manager at Norland at Swissray.

About Norland at Swissray

Norland at Swissray is the pioneer and leader in the design and manufacture of bone densitometry technology. Norland provides the highest accuracy and lowest dosage of the bone densitometry (DXA) system. Norland’s parent company, Swissray Group is known for high product quality, upholding strong work ethic, pursuing exceptional corporate value, offering comprehensive and medical care. The Swissray Group is committed to provide the most professional product and customer service to the global market.
For more info, contact: Joe Joyce, Director, Research & Sports Performance Markets,

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