Endless high-tech equipment can (literally) get in the way of the patient. At UMC Utrecht, all change starts with the patient. Or rather, ón the patient (bodypaint). Different types of paintings represent neurological research, robot surgery and a ventricular assist device (VAD). The ‘come, innovate!’ campaign is part of UMC Utrecht’s long running labor market campaign ‘We always try to get better’. Images are shown on billboards throughout Utrecht. Photography: Jaap Vliegenthart.