A Catalyst for Change in Healthcare

Our Purpose To be a catalyst for change in healthcare to improve peoples lives

Our Mission Connecting medical experts worldwide

Our Story

The Rods&Cones journey started with the vision of how modern technology could revolutionize healthcare by connecting surgeons isolated in the sterile field to the world outside of the operating room. 

With this vision in mind, the brothers Bruno and Jan Dheedene bundled their experience in the operating room environment and in software development to come up with the perfect solution

They tested smart glasses as these became available and began developing concepts for a remote assistance services with a clear and shared vision: Changing healthcare for the better.

In 2019 the first version of the Rods&Cones remote assistance service was ready for the market and forever changed how healthcare would be delivered to patients.

The name Rods&Cones was decided because of the two types of photoreceptors in the retina of a human eye. Rods allow us to see light, while Cones allow us to see color.

… but only together do they help us to perceive and decode the world around us more clearly.

Rods&Cones’ aim was, and still is, to connect medical experts globally: to ensure everyone has access to the best medical skills, expertise, and advice – no matter where they are.

That’s what continues to drive us today.

Our technology enables MedTech experts, assisting surgeons, medical students, and other healthcare professionals to see and communicate with surgeons working in any OR, anywhere in the world – in real-time.

 

Our Timeline

First business idea with release of Google smart glasses and a clear shared vision.

2013

Change healthcare
for the better

Foundation
Rods&Cones

2017

First
Prototype

Office in Turnhout (BE)
and Zagreb (HR)

2019

Global Launch
of visOR

Office in Amsterdam (NL)
and Barcelona (ES)

2020

Growth accelerated
by Covid-19

Deployment in
APAC and US

2021

Launch of mirrOR, panOR, chargOR and visOR-V

Global Distribution
Agreements & Partnerships

2022

Implementation of
MIS and Open Kit

+1500

Hospitals and medical centers using R&C solution

+100

Countries we are active

From 2 to 60

FTE’s in 18 months & growing

12

Nationalities in our team

rods-about team r&c

Meet the Team

A team of entrepreneurs and innovators dedicated to empowering surgeons, medical device specialists & other experts to work remotely. We pride ourselves on our team diversity coming from different cultures and and countries making us all more in tune with our customers worldwide.

bruno rodes&cones

Bruno
Dheedene

Founding Partner & CEO

Worked in Pharma and MedTech for nearly 20 years. Dedicated to changing the way the medical industry communicates.

jan r&c

Jan
Dheedene

Founding Partner & CGO

A seasoned technology entrepreneur, mentor, and fundraiser. Loves technology and was once a writer.

bert-puelings

Bert
Puelings

COO

Seasoned service design architect who oversees all operational efforts – including supply chain, customer experience, IT, and quality control. Has been instrumental in setting up Rods&Cones’ global customer service centers.

benoit rodes&cones

Benoit
Quirynen

CTO

Digital era advocate, making quick wins possible with agile strategy, backed up by 25 years in telecoms and adjacent sectors.

joorit cropped

Jorrit
Kooi

CFO

With over 15 years of experience in finance and working with scale ups, our CFO is an expert in scalability and passionate about innovation.

Profiefoto

Scott
Solis

Managing Director USA & Canada

20 years in the Medical Device industry leading in Commercial, Marketing, and Education activities. Passionate about people and new technologies.

steven bessemans rodes&cones

Steven
Bessemans

Business Development

With experience across industries, Steven possesses a contagious curiosity and enthusiasm for customer-centric solutions. He is passionate about maximizing accessibility to the best possible healthcare, while focused on a client’s ROI.

ines rodes&cones

Inés Pérez
Roggero

Marketing Director

Barcelona-based, with 20 years experience in marketing and commercial operations, passionate about using digital marketing to engage communities.

Elise Lufting - Square

Elise
Lufting

Head of Emerging Markets

14+ years of global experience in impact & sustainable investing, disruptive tech M&A, private equity, venture capital and banking.

Profiefoto

Scott
Solis

Managing Director USA & Canada

20 years in the Medical Device industry leading in Commercial, Marketing, and Education activities. Passionate about people and new technologies.

steven bessemans rodes&cones

Steven
Bessemans

Business Development

With experience across industries, Steven possesses a contagious curiosity and enthusiasm for customer-centric solutions. He is passionate about maximizing accessibility to the best possible healthcare, while focused on a client’s ROI.

ines rodes&cones

Inés Pérez
Roggero

Marketing Director

Barcelona-based, with 20 years experience in marketing and commercial operations, passionate about using digital marketing to engage communities.

Testimonials

‘In my role, I focus on developing and implementing solutions that improve the experience and efficiency for Rods&Cones users as well as our team members. The interaction with these stakeholders, who are all dedicated to change healthcare for the better, make Rods&Cones a great place to work. ‘  – Coen Smiers, Project Manager Enablement

Coen

Project Manager Enablement

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