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The Scoop – The Patient Will See You Now | Viral Ad | Precision Medicine January 26, 2015

Filed under: Corporate — CMI/Compas @ 7:56 pm

This Similac ad (oh yes) is proof that if content is good, it will be shared and valued – if you’re on Facebook and friends with any young moms, you’ve seen this already. Babywearers, breastfeeders, working moms, SAHMs, dad-moms and more square off over parenting issues, but agree that the number one thing is baby’s safety.

In a previous Scoop my colleague Amanda shared the news of a man who 3D-printed his wife’s tumor to help doctors diagnose her; Alya Sherman, SVP Alliance Management alerted me that ePatient Dave links this story to the new book by Dr. Eric Topol, “The Patient Will See You Now; The Future of Medicine is in Your Hands.” I’m only a few chapters in but will share some of the interesting points so far:

  • Topol has long suggested that the smartphone is one of the most important tools in medicine; in this book he goes further to suggest that it can replace the role of HCP in some scenarios, such as using diagnostic apps to determine if a person is having a heart attack (FDA would have a field day with this)
  • “The single most unused person in healthcare is the patient.” – David Cuttler
  • Topol advocates “not just medical empowerment, but medical emancipation” for patients
  • On the flip side, he notes that HCPs are critical, saying that while more patients today have information, doctors have knowledge
  • He calls some physician practices “medical paternalism” that needs to end
  • He devotes an entire chapter to the 23andMe saga, linking it to how Angelina Jolie used her understanding of her DNA to decide radical preventative measures against breast cancer and also delving into the legality of who owns the data resulting from gene sequencing. If this topic is interesting to you, see Topol’s related article on the topic here.

President Obama’s State of the Union last week gave a small nod to healthcare, as he announced plans to support funding of Precision Medicine initiatives (essentially customized treatment strategies, tailored to the individual rather than one-size-fits-all). Thanks CMIO Susan Dorfman for this story.

Twitter posts can predict heart issues (use of the word hate is often followed by a heart attack for example) but long-term friendships correlate with good heart health. Haters gonna hate, but if you can’t shake it off call a friend or maybe take a statin.

Worth bookmarking: specs for the top social media networks, all in one infographic.

PSFK reports that universities across the globe are looking to pop culture to jazz up their course offerings, such as framing a photography course around selfies or using Miley Cyrus to illustrate a lesson in sociology. I asked a college professor I know what he thought of this trend, certain he’d be cynical, but he wasn’t: “That’s a great way to get students to pay attention and to understand some of the concepts, and it can be fun too. I try to show students the practical side of what I’m teaching them, that they’ll be using it in the real world.” I share this story because it’s fascinating the way that pop culture influences our lives and that – as silly as most of it is – it can be integrated into even serious situations to bring levity and interest.

-Carly Kuper, VP, Strategic Marketing & Corporate Communications


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