Archive for the ‘Healthcare Trends’ Category

A Live-Tweeted First

Monday, April 9th, 2012

Just when you think you’ve seen it all, social media provides us with yet another example of its ability to connect people and share unexpected activities. As reported by Mashable last week, doctors at Houston’s Memorial Hermann Northwest Hospital recently live-tweeted the first ever open heart surgery, making both medical and social media history.

Dr. Michael Macris performed the double-coronary artery bypass while wearing a video camera attached to his head while Dr. Paresh Patel provided Twitter updates, pictures and videos throughout the procedure and answered questions submitted by followers of the hospital’s @houstonhospital Twitter account. Dr. Macris also wore a video camera attached to his head.

Meeting its goals to educate and raise awareness around Heart Month, the event attracted media attention from around the world, with Dr. Patel’s tweets being translated for readers as far away as Azerbaijan, India and China.

The hospital has embraced digital technology for the past several years, hosting more than 50 webinars including a recent live social media-broadcasted Q&A about colonoscopies for Colorectal Cancer Awareness Month. The live-tweeted open-heart surgery was born from that same spirit of education through technology. “We were talking about what we could do for Heart Month. Last year we did something where you could share a glass of red wine with someone online, but we wanted to take it farther,” said Natalie Camarata, Memorial Hermann Healthcare System’s digital marketing manager. “So we came up with the Twitter-cast idea to pull back the curtain on something that happens every day in all of our hospitals.”

This is sure to lead the way in how the healthcare industry and academia leverage creativity and digital innovation to educate the masses. It will be interesting to see what other activities or events organizations and brands will have us participating in and sharing in the future.

Charlotte Cavaretta is a Account Supervisor and Social Media Strategist at MSL New York. She specializes in digital influencer marketing and always on social media strategy and execution.

Homing in on Disease Targets: The Rise of Personalized Medicine

Monday, March 5th, 2012

In medicine, one size doesn’t fit all. Two people who take different doses of the same medication may have very different responses. One may experience troublesome side effects, while the other has minimal or no side effects.

Of course, healthcare professionals have always been alert to variations between patients. But scientific understanding has grown to the point where physicians can individualize care at a new level. For example, scientists know which genes code for certain enzymes responsible for breaking down more than 30 different classes of drugs. Less active or inactive forms of the enzymes can cause drug overdose in patients. Clinicians use a genetic test to see how long it takes a person to metabolize the drug, and come up with a proper dosage range to prevent potentially dangerous complications.

Drug safety is one of the forces driving innovation in personalized medicine. Another is improved outcomes. As scientists better understand the heterogeneity of tumor types, they develop new clinical responses to cancer. Instead of focusing on the organ in which a tumor appears, they find the genetic changes underlying an individual’s cancer and target those changes with specialized medicines. Time magazine recently reported that two companies will jointly market a new drug designed to interfere with the receptor that contributes to one-quarter of breast cancers.[1]

Advancements in genomics have also led to a host of new diagnostic tests. The Time article says a genetic test is heading to market that scans biopsies of early-stage tumors to determine if they are likely to spread – helping patients and doctors make informed, individualized treatment decisions.

Personalized medicine is transforming the business model for key healthcare stakeholders, creating strong incentives for companies to invest in genomics research. Many of our biotech and pharma clients are leading the charge. They understand the ROI from innovations that could offer better care at lower cost because conditions are predicted sooner, diagnosed more accurately and treated more effectively.

Jeff Young is Vice President of Editorial Services and  Healthcare at MSL New York. As a senior medical writer and editorial consultant, Jeff specializes in interpreting complex data and fusing the science and brand imperatives into a compelling story.


[1] Alice Park, “Drugs Zero In.” Time. January 9, 2012.

Silver Tsumami Blog: Can You Hear Me Now?

Thursday, February 16th, 2012

Remember those heavy metal concerts? And all the nights cramming for exams with Handrix and Cocker screaming through the headphones?

They may be history, but the hearing damage they caused might be just getting started.

About 36 million Americans have hearing loss, according to the National Institute of Deafness and Other Communication Disorders (NIDCD).[i] It’s one of the most common ailments of older people, affecting one-third of people over age 60 and half of those over 85.[ii]

Age-related hearing loss, called presbycusis, develops gradually as a result of changes to structures or blood flow to the inner ear, the hearing nerve or the way the brain processes sounds, says the American Academy of Audiology.[iii]

Exposure to loud noise can damage hearing and may cause a ringing or hissing sound in the ears known as tinnitus, which affects 25 million Americans, including 12.3% of men and nearly 14% of women 65 and older, says NIDCD.

Other causes of hearing loss can include infections, heart conditions or stroke, head injuries, tumors or medications.

Yet, despite the dire figures, a study published in late 2010[iv] reported that a comparison of hearing surveys 40 years apart suggests that Americans have better hearing today than they did in the early 1960s, particularly in higher frequencies. Loss of hearing in the upper frequencies makes it harder to distinguish speech in the presence of background noise. Researchers aren’t sure why hearing has improved in the last four decades, but they suggest that greater attention to overall health, including reduced smoking, better treatment of childhood ear infections, and improved health care for people with diabetes and cardiovascular diseases may play a role. Workplace policies that require construction and manufacturing plant workers to wear ear protection also are likely to have reduced hearing loss for many people, the researchers say.

Hearing loss is treatable, and, as with many other conditions, the sooner it is detected the more effective treatment is likely to be, says Johns Hopkins Medicine,[v] which recommends a baseline test at least once for adults between age 21 and 60. Follow-up tests are needed if the screening test detects a problem.

Hearing aids – including new, sophisticated devices that fit in or near the ear canal, products that amplify the phone or TV, and special sound systems used in auditoriums, churches or other large spaces – are among options to improve life for people with hearing loss.

Paying for a hearing aid can be a challenge, though. The AARP says prices vary from $1,200 for a low-end device to $3,700 for a top-of-the-line hearing aid, and 80% of people need two.[vi]

Medicare doesn’t cover them and in most states, private insurance doesn’t either (exceptions are New Hampshire, Rhode Island and Arkansas, which require insurance companies to offer some coverage for adults). Many audiologists will reduce retail prices in some cases or establish a payment plan, and there are non-profits that offer assistance. Veterans can receive coverage if their hearing loss is related to their service or a condition being treated at a VA hospital, or if the loss interferes with daily activities.

Even though hearing loss can reduce quality of life for older people, it’s not likely that insurers, whether private or government-funded, will expand coverage to include hearing aids. Given that reality, it may be up to community groups, audiology associations, manufacturers and family members acting as advocates to step in, to make sure hearing tests are performed and that no one who needs a hearing aid has to do without one.

Anita Manning is a former award-winning newspaper reporter and editor. During her more than 28 years with Gannett and USA Today, she covered a wide range of health topics, focusing primarily on infectious diseases, vaccines and diabetes. Her beat areas also included pandemic preparedness, bioterrorism and food safety. Anita also has served as a media consultant, working with clients, including pharmaceutical companies and non-profits. She has been a featured speaker or panelist at meetings sponsored by the Centers for Disease Control and Prevention and the U.S. Department of Health and Human Services.

[i] http://www.nidcd.nih.gov/health/statistics/Pages/quick.aspx

[ii] http://www.nidcd.nih.gov/health/hearing/Pages/older.aspx

[iii] http://www.audiology.org/resources/consumer/Documents/AgeRelated_hearingLoss.pdf

[iv] http://www.nidcd.nih.gov/news/releases/10/Pages/121710.aspx

[v] http://www.hopkinsmedicine.org/hearing/hearing_testing/index.html

[vi] http://www.aarp.org/health/conditions-treatments/info-05-2011/paying-for-hearing-aids.html

Silver Tsunami Blog: Keeping Fit Pays Off for Years to Come

Monday, January 23rd, 2012

If anyone needs to hear one more reason to get out there and exercise every day, here it is: A new study found that men who were fit in their 40s and kept it up for ten years had a 28% reduced risk of death due to cardiovascular disease (CVD), the leading killer of men, compared to less fit cohorts.

In the study, published in the December 6, 2011 issue of Circulation and summarized in MedPage Today, researchers at the University of South Carolina at Columbia looked at records of 14,345 men enrolled in the Aerobics Center Longitudinal Study, a prospective observational study. Participants had at least two medical examinations between 1974 and 2002 and were evaluated for fitness based on measures taken during a treadmill test. The researchers reported that, during more than 11 years of follow-up after their last medical exam, 914 men died from all causes and 330 died from CVD.

The study, which involved men ages 20 to 100, found those who improved their fitness had a 40% lower risk of death from any cause, and a 44% reduced risk of CVD death compared to men who remained unfit, after adjusting for changes in lifestyle (smoking, for instance) and medical conditions (e.g., blood pressure, diabetes). Interestingly, Body Mass Index, BMI, a measure of body fat relative to height, had no impact on those who were fit and remained so. BMI had some impact on those who lost fitness or were unfit to begin with, though it was not statistically significant.

The results suggest that staying fit or improving fitness corresponds to a lower risk of death in men from cardiovascular disease and from all other causes. The researchers conclude, “Preventing age-associated fitness loss is important for longevity regardless of BMI changes.”

It all adds up. We have learned in study after study that physical activity far outpaces an apple a day in keeping the doctor away. The American Heart Association says exercise improves cardiovascular risks, boosts circulation of oxygen to the brain and heart and burns calories. It also improves mood and strengthens the immune system.

Both in terms of improving quality of life and reducing health costs, it makes perfect sense for employers, physicians and communities to encourage daily physical activity at all ages. The hard part is getting people moving, which has never been easy. Doctors need to continue to emphasize the importance of physical activity for their older patients. Friends and family can help by offering to work out together, which provides significant social benefits along with the physical perks. Seniors can help themselves by finding exercise they like and can have fun with. The message is clear: even simple activity is beneficial, and a little bit can make a big difference. Now, let’s get going!

Anita Manning is a former award-winning newspaper reporter and editor. During her more than 28 years with Gannett and USA Today, she covered a wide range of health topics, focusing primarily on infectious diseases, vaccines and diabetes. Her beat areas also included pandemic preparedness, bioterrorism and food safety. Anita also has served as a media consultant, working with clients, including pharmaceutical companies and non-profits. She has been a featured speaker or panelist at meetings sponsored by the Centers for Disease Control and Prevention and the U.S. Department of Health and Human Services.

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http://circ.ahajournals.org/content/124/23/2483.full

http://bit.ly/tsMtiK

http://bit.ly/j5mcBD

The Power of a Simple Action: Confronting the Global Surge of Deaths from Noncommunicable Diseases

Thursday, January 19th, 2012

In late 2011, the United Nations General Assembly urged world leaders to focus on the increasing number of deaths from noncommunicable diseases, which cause two-thirds of all deaths. It is only the second global health issue that the General Assembly has deemed urgent enough to call a meeting to discuss.

The International Diabetes Federation (IDF) is one of the key non-governmental organizations that attended. Leading up to the meeting, they created a global e-mail campaign to collect over one million clicks in support of providing Essential Care for All People with Diabetes.

Traditionally headquartered in Brussels, the IDF recently opened an Asia regional headquarters in Mumbai’s S.L. Raheja Hospital. India, along with China, tops the world in diabetes incidence and one of the key initiatives the IDF Mumbai office is engaged in is mobilizing the international community to take action to secure the commitment of heads of state to lead the cross-government effort necessary to reverse the epidemic.

Hanmer MSLGROUP Mumbai office did a project for IDF on the occasion of World Diabetes Day, November 14, 2010. I was invited to meet two of the organization’s representatives and learn about Essential Care during a visit to some of our offices in India last year. The campaign is a great example of the power of a simple action – clicking “I agree” to show support for the IDF’s initiative.

Erin Ortiz is a vice president in the global healthcare practice of MSL New York. She has thirteen years of healthcare public relations experience. Erin has worked extensively in the therapeutic areas of diabetes, arthritis, asthma/allergies, cardiovascular prevention, insomnia, dermatology, etc.