Crisis management is a big part of PR. Unfortunately, PR practitioners don’t usually have the luxury of buying themselves more time to develop a game plan when a crisis hits. Rather, they are forced to react as quickly as possible to address and resolve the issue before matters escalate.


Medical practitioners must address a great deal of their work, such as in the case of tissue transplants for joint replacements, with the same sense of urgency. Time plays a major role in the viability of donated tissue, and as it stands now, more than 80 percent of donated tissue goes to waste because it cannot survive long enough to be transplanted.


A new procedure developed by researchers from the University of Missouri School of Medicine may prove effective in prolonging the shelf life of donated tissue. This breakthrough can give surgeons more time to obtain bone and cartilage grafts from donors, adequately test the tissue, and successfully implant it into patients.


Current storage techniques generally do not allow donated tissue to last longer than 28 days. However, this technique (the Missouri Osteochondral Allograft Preservation System) can more than double that shelf life, extending it to about 60 days. It does so through the use of a new preservation solution and specially designed containers, both of which allow donated tissue to be stored at room temperature.


This new preservation technique will make it possible to increase surgeons’ supply of good, quality tissue that can be used in joint replacement. This will concurrently allow for more successful implantations that allow patients’ joints to function as normally as possible.


How do you think this new preservation technique will change the nature of tissue implantation and joint replacement? Share your thoughts below or tweet me @tamarahoumi