Modern marketing puts the consumer and not the manufacturer in the center, the essence of the marketing approach being the conception, the projection and the making of the product, starting from the consumer towards the manufacturer; this resulting in the fact that the product's marketing approach seems strikingly similar to the semiotic approach of the message. In the semiotic approach, the message is a construction of signs, which, by interacting with the receiver, produces the meaning. The transmitter (the message transmitter) becomes less important. The focus is centered to the "text" and the way this is "read", the sense being born when the "reader" negotiates the "text". The negotiation takes place when the "reader" filtrates the message through the sieve of his cultural loading. A "target public" is a group which is specific to a certain Cultural Loading, a loading which deals with linguistic, logical, psychological and symbolic structures, which get out to meet the message and "negotiates" with the structures similar to it. When we are thinking in terms of the semiotic approach, we are handling the cultural determinism of communication, using the concepts of Kuhn and Gonseth (paradigm and referential). They open a new path in the market research, in the market segmentation and knowledge of the "target audiences".

Introduction: Dislocation of the radial head, congenital or traumatic, anteriorly, posteriorly or laterally displaced, requires surgery to reseat and stabilize the head of the radius within the joint, in order to restore elbow flexion and, as much as possible, pronation-supination. Scope: This article is meant to present the technique of proximal radial-ulnar ligament plasty using the extensor carpi radialis longus (ECRL) tendon, as well as other techniques for the stabilization of a dislocated radial head. The ECRL tendon technique, quadrate and annular ligament reconstruction variant was first used by Gh. Burnei in 1985, at Mangalia Municipal Hospital, Romania. Materials and method: This study contains two clinical cases, a 6-year-old girl with congenital dislocation of the radial head, and a 10-year-old boy with traumatic dislocation of the radial head, both of whom were treated by open reduction and stabilization of the dislocation with the ECRL tendon, using the Burnei procedure.

Results:

In both cases, the operation was successful in the reduction and stabilization of the dislocated radial head, whose position was maintained in flexion-extension and pronation-supination, and in the reconstruction of the annular ligament using Burnei's procedure, variant 2. Postoperatively, the clinical evolution was good, the patients having regained elbow mobility. The child with congenital dislocation exhibits normal flexion and pronation-supination within normal range, and the traumatic dislocation also exhibits normal flexion and pronation-supination limited with 20 degrees. Radiologically, in both cases the radial head is anatomically placed relatively to the humeral capitellum, in both flexion and extension. Discussion: Stabilization of the radial head in traumatic or congenital dislocation can only be surgically achieved. Congenital dislocation of the radial head requires the reconstruction of the proximal radial-ulnar joint, preferably at a young age, in order to avoid subsequent complications, culminating in ulnar or radial nerve paralysis. Traumatic dislocation of the radial head is usually accompanied by the fracture of the ulna, but may be encountered in isolation.

Conclusions:

The Burnei procedure is an alternative for the treatment of radial head dislocation and is advantageous because of the use of a study, well vascularized tendon, which allows, when needed, the complete reconstruction of the proximal radial-ulnar ligaments, or just the annular ligament, in order to stabilize the head of the radius within the elbow joint. Also, the technique doesn't require osteotomies or an osteosynthesis requiring another surgery to remove the synthesis materials.

Introduction.

Endoscopic retrograde cholangiopancreatography (ERCP) is a complex endoscopic technique that evolved from a diagnostic to a mainly therapeutic procedure. This was due to the identification of post-procedural complications that can follow both simple ERCP and that associated with the instrumentation of the biliary and pancreatic ductals. The identification of post ERCP complications in a proportion of 5 to 10% of cases, with a mortality rate of 0.33%, imposed their analysis and study of risk factors involved in their occurrence. The significance of post ERCP complications reveals the necessity of their avoidance by adopting additional measures if risk factors are identified. Materials and methods. We have retrospectively analyzed 900 cases that underwent ERCP in the Surgery Department of "Sf. Ioan" Clinical Hospital in a period of 17 years. The complications of the procedure were studied. Among them, a special attention was given to post-ERCP acute pancreatitis (pERCP-AP), the most common complication that occurred in the study group. We also tried to find out and highlight the risk factors for this complication.

Results.

ERCP is a relatively safe invasive procedure, yet it has complications (8% of cases), some of them potentially fatal (mortality 0.43%). The most common complications after ERCP are acute pancreatitis (3.7%), papillary bleeding (1.04%), retroperitoneal duodenal perforation (0.69%) and biliary septic complications like acute cholecystitis and cholangitis (1.21%). Acute pancreatitis is by far the most common complication. Risk factors for its occurrence are difficult sphincterotomy with precut use, failure of CBD desobstruction, pancreatic sphincterotomy, repeated injection of contrast in the pancreatic ductal system, dysfunction of the sphincter of Oddi and the absence of changes of chronic pancreatitis. When risk factors are identified, the patients' selection must be very strict and diagnostic ERCP should be avoided in favor of non-invasive diagnostic methods (MRI-cholangiography, echo-endoscopy).

Rationale. Abdominal wall hernias represent a pathology with an impressive prevalence among the population of patients with cirrhosis complicated by ascites. The aggressive surgical approach of umbilical hernia for patients with cirrhotic background remains a controversial problem, accompanied by anesthetic and surgical risk. Its indication remains fully justified in case of severe symptoms or life threatening complications: strangulation, incarceration, evisceration.

Objective.

This article evaluates results obtained by using dual-mesh alloplastic materials for surgical treatment of umbilical hernias affecting cirrhotic patients with incipient liver injury. Methods and

Results.

Our lot consists of twelve patients with ages between 45 and 65 years, diagnosed with hepatic cirrhosis, without other associated comorbidities. All patients were admitted for strangulated umbilical hernia. Among the analyzed lot, no decease was encountered, the morbidity being limited to two cases of parietal suppuration, solved conservatively, without the mesh removal. There were no ascitic fistulas. No recurrences were registered for a 12 months tracking period. Discussion. The presence of cirrhosis implies a high anesthetic and surgical risk, the intervention being grafted by a substantial increase of mortality and morbidity in an emergency setting. The development of new alloplastic materials, together with the modern anesthetic techniques, allows superior results for patients with incipient hepatic injury.

Cervical disc replacement is an emerging motion-preserving technology in the surgical treatment of the cervical degenerative disc disorders used as an alternative to the classic interbody fusion. We present a case report of a patient diagnosed with C6-7 right disc herniation who underwent anterior discectomy and received a total disc replacement using ProDisc C artificial disc prosthesis.

The spondylocostal dysostosis (SCD) is one of the two major clinico-radiological subtypes of the Jarcho-Levin syndrome (JLS). The JLS is a rare heterogeneous entity characterized by facial dysmorphism, short-neck, short-trunk, normal sizes limbs, with multiple vertebral anomalies at all levels of the vertebral column and costal defects. The JLS has been classified into 2 major clinical phenotypes, based on the extent and distribution of skeletal anomalies, the pattern of inheritance and the prognosis. We report the case of a non-consanguineous 35-year-old female patient, with a history of multiple large leiomyomas gravida 1, para 1. A three-dimensional ultrasound at 18 weeks of gestation revealed: thoracic and lumbar hemivertebrae with abnormal alignment of the vertebral bodies and kypho-scoliosis, also the absence of two right ribs and abnormal shaped ribs. The biometric measurement was appropriate for gestational age and no other malformations were found. Although there was no previous history, based on the three-dimensional ultrasound findings a mild subtype of JLS was suspected. At term, the patient gave birth, by Cesarean section, to a male fetus, with a weight of 2700g, a length of 50cm and a calculated Apgar score of 9. The postpartum examination of the fetus confirmed the diagnose of SCD. The evolution of the newborn was good - he had no respiratory difficulty; he will benefit from an experimental surgery involving expandable titanium ribs. Our case illustrates the importance of an accurate ultrasound examination, which can be hindered by multiple large leyomiomas, in order to diagnose and to differentiate the two subtypes of JLS. The SCD can have a favorable evolution with the appropriate perinatal and postpartum care.

Rationale. The imaging methods are more and more used in the clinical process of modern dentistry. Once the implant based treatment alternatives are nowadays seen as being the standard of care in edentulous patients, these techniques must be integrated in the complete denture treatment.

Aim.

The study presents some evaluation techniques for the edentulous patient treated by conventional dentures or mini dental implants (mini SKY Bredent) overdentures, using the profile teleradiography. These offer data useful for an optimal positioning of the artificial teeth and the mini dental implants, favoring to obtain an esthetic and functional treatment outcome. We proposed also a method to conceive a simple surgical guide that allows the prosthetically driven implants placement. Material and method. Clinical case reports were made, highlighting the importance of cephalometric evaluation on lateral teleradiographs in complete edentulous patients. A clinical case that gradually reports the surgical guide preparation (Bredent silicon radio opaque), in order to place the mini dental implants in the best prosthetic and anatomic conditions, was presented.

Conclusions.

The profile teleradiograph is a useful tool for the practitioner. It allows establishing the optimal site for implant placement, in a good relation with the overdenture. The conventional denture can be easily and relatively costless transformed in a surgical guide used during implant placement.

Herpes Zoster (HZ) is a Cutaneous Viral infection caused by Varicella zoster virus (VZV). Lesions of HZ are usually limited to one dermatome only but sometimes, there can be dissemination of lesions. The present case describes the role of proper examination of HZ case, which presents with disseminated lesions.

Calcaneus fractures are still a delicate point regarding the indication for osteosynthesis. Knowing the skin's poor vascularisation of the back foot, the purpose of this study is to present the benefits of proper surgical options between an open and invasive osteosynthesis with anatomical reduction and internal fixation or minimally invasive approach preserving the quality of the soft parts. 66 interventions that targeted reduction and internal fixation of calcaneus fractures were performed between 2009-2012, in the Orthopaedic and Traumatology Department of Bucharest Emergency University Hospital. 29 cases underwent open reduction and internal fixation with plates and screws or Kirschner wires, and 37 cases underwent a minimally invasive reduction and Essex Lopresti osteosynthesis technique. No patient who underwent a minimally invasive reduction had skin lesions, but showed pain due to osteoarthritis lesions that appeared in the subtalar joint. 4 of them, who underwent open reduction and internal fixation had postoperative wound infections and skin necrosis.

The Objective Structured Clinical Examination (OSCE) has been considered a modern type of examination for the assessment of clinical skills within nurse education, but it has been rarely applied in the teaching of midwifery. The aim of the present study was to assess the use of the OSCE as a tool to evaluate the abilities of undergraduate midwifery students and to compare the perspectives of the students regarding the OSCE and traditional examination. Fifty-two midwifery students participated in the study. The export trainer evaluated the internal consistency of the OSCE stations and it was tested by using Cronbach's alpha. Successive groups of students completed a self-administered questionnaire immediately after the final examination. The students' perspective regarding the traditional final examination ranked as unsatisfactory by more than two thirds of the students, while, the students' perspective regarding the OSCE system was ranked as very satisfactory to satisfactory by more than half of the students (p=0.001). There was a significant difference in the students' perspective between the OSCE system and the traditional final examination among the students (49.8±18.3 vs 25.3±18.1) (p=0.001). A significant difference was found in being credible (p=0.0001), consistent/reliable (p=0.001), enhances teaching level (p=0.011), and measures the course category (p=0.008) between two methods of the final examination. Around half of the students expressed their opinion that the OSCE test was a stressful assessment. Overall, students' evaluation of the OSCE was remarkably encouraging. To this end, we recommend the consideration of the validity and reliability of the process for undergraduate midwifery students.