Posts Tagged ‘birds eye view’

ADHD Alternative Treatments – A Side Effect Free Option to Prescription Medications

July 9th, 2011

ADHD alternative treatments can be a helpful alternative when used with other primary treatments and are a side effect free way to rein in such problematic ADHD symptoms as inattention/distractibility, impulsivity, and hyperactivity/restlessness. While many in the mainstream would choose to conveniently discredit alternative ADHD treatments in favor of stimulant prescription medications the research simply doesn’t support their view. Study after study shows that one form of treatment alone rarely produces better results than a multi treatment approach. In fact one study actually put a form of psychotherapy on equal footing with prescription medications such as Ritalin.

In this article we will be mainly focusing on neurofeedback therapies and experimental therapies that most experts in the field of attention deficit hyperactivity disorder believe to be credible.

Neurofeedback is a therapy reserved primarily for adults and is often referred to as EEG-biofeedback or neurotherapy. The assumption of doctors in this area of medicine is that neurofeedback improves the overall level of activity in the brain thus improving ADHD symptoms. During the therapy session electrodes are hooked up to the scalp to give your doctor a birds-eye view of what is happening in that skull of yours. Your readings are then compared to a database of normal brain readings to isolates and measure discrepancies. Once isolated a series of learning exercises are chosen to stimulate those areas of the brain which are weak. Neurofeedback therapies are considered to be somewhere between conventional and experimental and definitely have strong support in certain areas of the medical community.

Experimental therapies on the other hand haven’t been readily embraced outside the natural health community. Nevertheless, naturopaths and specialist in the field of natural medicine base their whole treatment approach on these unconventional forms of ADHD alternative treatments. These therapies are generally considered side effect free and safe for all ages.

What are referred to as balancing therapies are at the center of the ADHD alternative therapies falling under the umbrella of experimental therapies. These would include homeopathic medicines, yoga, chiropractic adjustments, osteopathy, and acupuncture. These treatments are applied on a broader full spectrum scale which could be aptly defined as total mind and body therapy. They work to moderate and manage ADHD symptoms by reducing stress, slowing racing thoughts, and producing a feeling of general relaxation and wellness. Where neurofeedback tends to reeve up the brain, many experimental solutions try to give an already stressed brain a rest, thus allowing time to recalibrate brain chemical balance.

Other examples that fall under the heading of experimental ADHD alternative treatments are sensory integration, auditory integration, and vision therapy. While results of these forms of treatments have not been scientifically documented there is a great deal of anecdotal evidence to support their efficacy. However, they seem to be at their best when combined with other forms of more conventional treatment such as cognitive behavioral therapy.

The Brave New World of Medical Technologies – And Marketing Them!

April 22nd, 2011

About 30 years ago, medicine began to evolve from a mom-and-pop, cottage industry into the highly competitive, rapidly advancing, multinational business it is today.*

Back then, patients just came to the hospital, and the hospital administration basically followed direction from the doctors-who also sat on the hospital’s board.

Today, it’s a little different…

As Dr. William Hanson, author of The Edge of Medicine: Technology That Will Change Our Lives notes, “we are in a medical evolutionary arms race.”

And the biggest challenge is that it’s all happening so quickly

“The science of today is the technology of tomorrow.”
~ Edward Teller

Whether it’s proton beam therapy, medical tourism, telemedical care, or telesurgery… things are a-changin’.

From his birds’-eye view, Dr. Hanson writes,

“The hospitals of the future will be technologically rich, patient-centered facilities employing cutting-edge electronics, robotic attendants, smart computer software and personalized treatments precisely tailored to each patient, such as gene and stem cell therapy.”

Take proton beam therapy. As of yet, it’s still only available in a few places in the world–the Perelman Center for Advanced Medicine at the Hospital of the University of Pennsylvania being one of them.

While available, it ain’t cheap… $150 million for this 220-ton device.

But what it does can potentially change the way cancer is treated forever…

Having had many friends and family members challenged with cancer, I have seen and heard about the tissue damage traditional radiation therapy inflicts on its path to shrinking the tumor and killing the cancer cells.

This damage is especially pertinent when the cancer is near critical organs or nerves–think eyes, brain, lungs, esophagus, prostate, anus or colon…

Injury from the radiation to critical areas surrounding the cancer can make matters even worse for the patient: Incontinence and impotence, for instance.

But this is where proton beam therapy could be an innovative alternative.

Here’s how Dr. Hanson describes it:

“Unlike x-rays that deliver radiation to all the tissues along the path of the beam, proton beams pass harmlessly through the skin and overlying tissues to deliver their radiation into the target without injuring the surrounding tissues…

Proton beams act like smart weapons. The oncologist uses the coordinates of the tumor, based on imaging data from a CT or MRI scan, to design a course of radiation in which the beam is shaped to conform to the silhouette of the lesion. The protons are then energized to the exact level needed to deliver their radiation precisely into the tumor.”

What’s even more incredible is what proton beam therapy does to the DNA of the cancer cell…

Where traditional radiation treatment “damages” the DNA, the proton beam “so thoroughly ravages the tumor’s DNA that its ordinary repair mechanisms are completely ineffective.”*

But, you strategic marketers ask, how are these kind of medical innovations important from a medical technology marketing perspective?

Apart from the obvious health benefits, such innovations will allow hospitals and doctor’s (i.e. medical device customers) to stay competitive.

As Dr. Hanson (wisely) asserts, “Medical centers will try to offer as many different, cutting-edge treatment alternatives as possible because if you have a choice between going to a hospital that can offer you proton beam therapy or going to a hospital that can’t, you’re probably going to go to the one with more options.”

At the end of the day, innovative medical care = good business.

Moreover, a prerequisite for a successful hospital of the future will be its ability to invest in the new, transformative technologies: computer systems, robotics, tracking systems, quality control…

These innovations are what will allow their medical business to focus on cost-effective, efficient treatments and stay viable.*

By strategically incorporating these less obvious, but just as pertinent, points in your marketing communications to your medical device buyers, you can position yourself and your company as more than just “another vendor.”

You’re conveying that while you appreciate their issues with cost constraints, you are also looking at their financial well-being and consumer reputation long-term.

In today’s increasingly bureaucratic medical device buying environment, while these insights may not open the flood gates, they will most certainly position you as a thought leader and trusted adviser to your prospective buyers. That is what helps open doors and shorten sales cycles.