The Business of Baby Pictures

Abstract

FETAL IMAGES CREATED WITH 3dimensional (3D) ultrasound as “keepsakes” for expectant couples have triggered a new debate about the provision of nonmedical services in physicians’ offices. The controversy stems from the advent of commercial operations in malls and other nonmedical settings offering fetal ultrasounds for the purpose of producing mementos, not diagnoses. These procedures may be performed by noncertified personnel with little more than a weekend’s worth of training. It’s difficult to estimate how many keepsake ultrasound businesses there are in the United States, but some claim to have branches in more than 20 states and others report that they perform more than 100 scans per month. Earlier this year, as the popularity of the keepsake industry seemed to soar, the American Institute of Ultrasound in Medicine (AIUM) reaffirmed its stance against ultrasound used for nonmedical purposes. Its “prudent use” statement says that the AIUM “strongly discourages the non-medical use of ultrasound for psychosocial or entertainment purposes.” It calls the use of 2-dimensional (2D) or 3D ultrasound only to view the fetus, take its picture, or determine its sex without a medical indication “inappropriate and contrary to responsible medical practice.” The statement notes that although diagnostic ultrasound so far has not been found to have “biological effects” on patients, such effects could be identified in the future. TASK FORCE TAKES NEW LOOK However, the AIUM may be rethinking its position. A task force convened to examine thekeepsake issuemoreclosely had its firstmeeting inearlyOctober.The 8-member panel represents the fields of obstetrics and gynecology, radiology, sonography, and basic science.