We’ve been talking a lot lately about entrepreneurism and how it is a necessary component to revitalizing Erie County’s economy. It seemed appropriate, then, for me to pay a visit to Dr. Ferdinando Mirarchi, a physician who has used his research into patient safety risk to launch an innovative healthcare-related startup.

Mirarchi, the founder of the Institute on HealthCare Directives, created MIDEO – or My Informed Decision on Video. The medical ID card utilizes technology to allow patients to clearly state what treatments they wish to receive – or not receive – in the event of a medical emergency.

Like a true entrepreneur, Mirarchi identified a need and worked to create a solution. Existing advance care directives, such as living wills, do-not-resuscitate orders or physician orders for life-sustaining treatment, might be well-meaning but can create confusion, he says.

MIDEO, however, simplifies and streamlines the process. And, vitally, it serves as a translator of sorts to bridge the gaps between legal jargon, technical medical terms and language that patients can understand.

Mirarchi’s TRIAD Research Series – that is, The Realistic Interpretation of Advance Directives – led him to identify the problem and create his solution. Soon after, he began working with several local organizations designed to help startups, including Ben Franklin Technology Partners, Gannon University’s Small Business Development Center and the Innovation Collaborative.

Now, his goal is to grow the business and expand its reach to patients – he has had about 100 people register for a MIDEO card so far, but he’d like to see 100 people per day register. And someday, he’d like to see the business grow into an operation that could provide jobs to Erie County residents.

A large part of that growth will be advocating it to health insurers, who could then offer it to their members as part of a benefits package. That work is underway, as is the effort to spread the word about the advantages of the MIDEO system. It’s all part of the work of a startup – and Mirarchi is ready for the challenge.

About the Institute on HealthCare Directives: The institute aims to serve patients by helping them create effective advance care directives, namely through the MIDEO tool. MIDEO works by embedding technology directly into a medical ID card. A medical professional can use a smartphone to scan a patient’s card, launching a video with the patient’s video testimonial along with clear, easy-to-follow instructions for care. For Mirarchi, the service is vital to ensuring that patients receive the care they want – particularly when they are unable to speak for themselves because of a medical condition or emergency. This also helps families and caregivers, offering them peace of mind that an ailing loved one’s wishes are being honored. But there are also advantages for physicians and hospitals, as having clear directives could eliminate lawsuits that arise over end-of-life care or medical errors.

Why Erie County: Mirarchi started his business in Erie County because he had made his home here – he is the medical director of UPMC Hamot’s Emergency Department, though his company is separate from his work at the hospital. But while some have pointed to Erie County’s aging demographic as a cause for concern, Mirarchi sees that population as a group that might be in the most need of guidance on healthcare directives.

Challenges of Erie County: As Mirarchi is trying to make inroads with providers and insurers in Erie County, and he is also facing the challenge of a slower rate of growth and development in this region, when compared with other areas.

Address: 900 State St., Erie, PA 16501 or www.institutehcd.com