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In July 2014 the European Translational Research Network in Ovarian Cancer (EUTROC), held its annual conference in London. High on its agenda was cancer's resistance to established drugs.

Cancer is a complex disease. It arises from random "errors" in our genes, which regulate the growth of cells that make-up our bodies. Error-laden cells either die or survive, and multiply as a result of complex changes that scientists don't fully understood.
 
Translational medicine
Translational medicine is a rapidly growing discipline in biomedical research, which benefits from a recent technological revolution that allows scientists to monitor the behaviour of everyone of our 25,000 genes, identify almost every protein in an individual cell, and work to improve cancer therapies.
 
Ovarian cancer is the forth most common form of cancer in women, after breast, lung and bowel cancer. Each year, in the UK some 7,000 people are diagnosed with ovarian cancer, in the US it's 240,000. Most women are diagnosed once the cancer has spread beyond the ovaries, which makes treatment challenging, and mortality rates high. Only 10% of women diagnosed with ovarian cancer at the latest stage survive more that five years. 
 
 
Molecular profiling
EUTROC employs a multi-disciplinary, collaborative, "bench-to-bedside" approach in order to expeditiously discover new therapies, which tailor medical treatment to the specific characteristics of specific cancers: personalised medicine.
 
Cancers are like people: not all are alike, and when examined at a molecular level they show that their genetic makeup is very different. Clinicians use molecular profiling to examine the genetic characteristics of a person's cancer as well as any unique biomarkers, which enables them to identify and create targeted therapies designed to work better for a specific cancer profile.
 
Combatting cancer resistance
Personalising treatment to target errors in specific cancers at the point of diagnosis fails to address the fact that cancers mutate in response to treatment. Even drugs that are initially effective may become ineffective as the cancer returns and re-establishes its ability to grow and spread. Cancer often behaves like a taxi navigating a way round a localised traffic jam

 

An approach to combat this is to treat a cancer with one target drug, and if the cancer returns with newly developed resistance, identify how that resistance occurred and target that with another drug, and so on, until the cancer and its resistances are beaten.  This is similar to accepting that a local traffic jam may be bypassed, and finding and blocking all the ways around the jam.
 
Another approach is to target and block something critical for the survival of a specific cancer. This is similar to blocking a strategic point that controls all the traffic coming in and leaving a city. For example, taxi drivers clogging up Trafalgar Square and bringing London to a standstill. But scientists are a long way from achieving this because researchers don't know whether such targets in relations to cancers exists, and even if they did, they don't know whether they can be blocked effectively. And, even if such targets were discovered and were blocked, scientists still don't know what would be the side effects of doing so. 
 
Takeaways
For personalised medicine to be successful, clinicians and scientists need to track the evolutionary trajectories of cancers in patients through sequential episodes of treatment and relapse. Besides being a major clinical and scientific challenge, this is also a significant informational and communication challenge, which networks such as EUTROC are addressing.
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Early in 2014, the Sunday Times kicked-off a campaign to give more people who would benefit from radiotherapy access to it, suggesting that NHS radiotherapy equipment is either out-dated or underutilised.
 
According to Lawrence Dallaglio, the former English rugby captain who campaigns for increased access to radiotherapy, "Cancer clinicians are being denied the use of technologies to treat patients that the rest of the civilised world uses as a matter of routine."
 
Dallaglio's intervention prompted a government plan to improve access to quality radiotherapy. Is it happening?
 
Radiotherapy in England
The UK government's 2011 cancer plan, Improving Outcomes: a Strategy for Cancer, states, "To improve outcomes from radiotherapy, there must be equitable access to high quality, safe, timely, protocol-driven quality-controlled services focused around patients' needs."
 
Over 50% of the 275,000 people diagnosed in England with cancer each year could benefit from radiotherapy as part of their treatment. However, access rates are only around 38%, and each year an estimated 36,000 patients who might benefit from radiotherapy, don't receive it. 
 
Variation in radiotherapy
Radiotherapy can cure cancer, but the financial and technical investments required to establish and operate radiotherapy centres are significant, and as a consequence the provision of radiotherapy varies significantly. 
 
Radiotherapy is a cost effective treatment modality. It consumes only 5% of the NHS's annual cancer spend, but is involved in about 40% of cases where cancer is cured, and is the primary modality in about 16% of patients who are cured of their cancer. By comparison, chemotherapy is the primary treatment in only 2% of cancer patients.
 
Radiotherapy advances
Over the past 25 years radiotherapy has become significantly more sophisticated. Newer techniques differ from conventional radiotherapy and employ multiple imaging modalities, such as PET-CT and MRI. These facilitate the delivery of high doses of radiation with exquisite accuracy to targeted lesions. With advanced radiotherapy, patients, on average, need only a course of five treatments, compared to 25 for standard radiotherapy, and usually, patients return home on the same day.  
  
Modern radiotherapy treatments
  • Intensity Modulated Radiotherapy (IMRT) employs advanced physics to deliver high doses of radiation to a tumour while avoiding normal tissues. It should be used in over 33% of patients treated with curative radiotherapy, especially with head and neck cancer, prostate, lung, breast and bladder cancer. 
  • Image Guided Radiotherapy (IGRT) uses imaging during treatment to adjust for tumour movement and guarantees accuracy. IGRT is particularly efficacious for lung, prostate and bladder cancers, which tend to move with breathing or bowel function. 
  • Stereotactic Body Radiotherapy (SBRT) is a combination of IMRT and IGRT. It delivers a small number of extremely high dose treatments with curative intent. First developed for brain tumours, it's now a therapy for early lung cancer in surgically unfit patients. 
  • Proton Beam Therapy (PBT) uses proton beams for radiotherapy to deliver energy directly to hard-to-reach cancers, such as spinal and skull-base tumours, with a lower risk of damaging surrounding tissue. Not yet available in the UK, some patients are treated overseas through the national proton beam service.
 
Takeaways
Although almost all NHS radiotherapy machines are IMRT enabled, uptake has been slow. A recent survey suggests that only four centres are delivering at rates above 24% inverse planned IMRT, and 42 centres are significantly below 24%.
While cancer patients in other advanced economies are receiving state-of-the-art radiotherapy treatment, it's not happening on the same scale in England.
Further, radiotherapy provision in England is unlikely to improve significantly. This is because the UK population continues to grow and age with a consequence increase in cancer incidence that drives an increased demand for radiotherapy of 2.3% per year. 
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Keen to discover the effectiveness of short healthcare videos as a communication tool for patients, Dr. Seth Rankin, the managing partner of Wandsworth Medical Centre, London, emailed his patients living with diabetes short videos about their condition, and surveyed their opinions afterwards, which we report.
 
The clinicians
"Healthcare information in video format distributed directly to patients' mobiles is a more effective way to educate people living with diabetes, and propel them towards self management with an eye to slowing the onset of complications," says Rankin.    

According to Dr. Sufyan Hussain,an endocrinologist and lecturer from Imperial College, London, Clinical Lead on the Wandsworth project,  "Despite accounting for 10% of the NHS budget and 8% of UK's population diabetes healthcare systems still need considerable improvement, particularly in management, strategy and infrastructure. Communicating important health information via video, can help significantly to improve the quality of care and efficiency in an over burdened healthcare system."
 
Patient survey
 
During the six- week project, over 50% of diabetes patients opened the emails sent, and watched the information videos about their condition.
  • 75% of respondents say that they would like to have more reliable information to help them to manage their diabetes
  • 44% regularly search the Internet for healthcare information about diabetes, and 20% are undecided
  • Only 9% say that they can differentiate between good and bogus online healthcare information about diabetes
  • 68% found the video information they received by email helpful
  • 21% regularly visit Diabetes UK website
  • 71% want GPs to provide more healthcare information via email
  • 50% prefer to receive healthcare information about diabetes in video format, and 23% are undecided
  • 71% believe it's important to access healthcare information about diabetes at anytime, from anywhere and on any device.
It's important for me to quickly access premium and reliable healthcare information about my condition at anytime, from anywhere and on any device
NICE relaxing guidelines
These findings, if indicative of patient views, are significant. Recently, the National Institute of Health and Care Excellence (NICE) issued new draft guidelines to make more people eligible for weight-reduction surgery. According to NICE, such surgery would reduce the debilitating complications associated with type 2 diabetes.

Until now, people with type 2 diabetes only could be considered for weight loss surgery at a BMI of 35. The new guidance could mean that more than 850,000 people could be eligible for a stomach-reduction surgery if their doctors think they are suitable.

A costly therapy
Over the past five years, there has been a significant increase in the number of people receiving weight loss surgery. According to the UK's Health and Social Care Information Centre's latest report: in 2012-13, about 8,000 people received stomach-reduction surgery for potentially life threatening obesity when other treatments failed.

A mounting body of evidence suggests such surgery improves symptoms in around 60% of patients, which in turn, may result in a reduction in people taking their type 2 diabetes medications, and even in some cases needing no medication at all.

Stomach-reduction surgery, which costs between £3,000 and £15,000, does not mean that type 2 diabetes has been cured, and there are raised concerns that the NHS will not be able to afford the treatment, even if there are savings in the longer term. Furthermore, an irreversible procedure that does have surgical risks attached to it does not make it an attractive option for everyone. 
 
Takeaways
"We know about the escalation of the diabetes burden. We know that established therapies, diets and lifestyles could effectively reduce the burden of diabetes. And yet the burden shows no signs of slowing. IF patient data from the Wandsworth Medical Centre are indicative of the situation more generally, we should seriously consider the way doctors communicate with patients. Doing 'more of the same' is not the answer. We need to find new innovative solutions to engage, interact and motivate as many people as possible," says Dr. Hussain.

 

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The UK's National Institute for Health and Care Excellence (NICE) recently recommended that primary care doctors should identify people eligible for state-funded slimming classes run by private companies, such as Weight Watchers, an American company that offers various products and services to assist weight loss and maintenance.

UK facts
Obesity costs NHS England £5.1bn a year
25% of adults in England are obese
42% of men & 32% of women are overweight
A BMI of 30-35 cuts life expectancy by up to four years
A BMI of 40 plus cuts life expectancy by up to 10 years

Lose weight and save millions
NICE suggests that health professionals should raise the issue of weight loss in a "respectful and non-judgmental" way, by measuring their body mass index (BMI) to identify people who are eligible for referral for lifestyle weight management services. BMI is a person's weight in kilos divided by their height in meters squared.

About 25% of UK adults are obese with a BMI over 30 and 74% are overweight with a BMI above 25. Just a 3% reduction in weight could extend life expectancy, and reduce the risk of Type2 diabetes, high blood pressure and heart disease.

NICE argues that the cost of funding private weight loss programs for overweight people would be outweighed by the benefits. For example, preventing just a 1% increase in obesity would save the UK government nearly £100 million a year.
 
Lifestyle change rather than yo-yo dieting
In a recent study published in The Lancet Diabetes and Endocrinology, researchers suggest that weight loss at any age in adulthood is worthwhile and even transitory weight loss is beneficial to health.
 
The research examined the impact of lifelong patterns of weight change on cardiovascular risk factors in a group of 1,273 British men and women, followed since their birth in March 1946. It concluded that the longer a person is overweight the greater their propensity of cardiovascular problems in latter life and the greater risk of diabetes.
 
According to the lead author Professor John Deanfield from University College, London, "Our study is unique because it followed individuals for more than 60 years, and allowed us to assess the effect of modest, real-life changes in adiposity. . . .  Losing weight at any age can result in long-term cardiovascular health benefits, and support public health strategies."
 
Professor Mike Kelly, the director of the centre for public health at NICE, said the guidelines were about lifelong change rather than yo-yo dieting, when the weight is piled back on after initial success.

He stressed the importance of achievable goals: "We would like to offer an instant solution and a quick win . . .  but realistically it's important to bear in mind this is difficult. It's not just a question of 'for goodness sake pull yourself together and lose a stone'; it doesn't work like that. People find it difficult to do  . . it takes resolve, it takes encouragement."
 
mHealth proven support for weight management
Scott Lonnee, a bariatric dietitian at St George's Hospital, London echoes Kelly's sentiment, "Sensible lifestyle changes, which include sustained dietary changes and physical exercise can have significant healthcare benefits. Planning is important, and there are simple techniques to help individuals lose weight, which include, setting realistic and achievable targets, keeping diaries of what you eat and what exercise you take."
 
Research commissioned by Weight Watchers, and recently published in the American Journal of Medicine, suggests that losing weight is significantly easier and more effective when individuals have access to online support, compared to weight loss among those who tried to lose weight on their own.
 
Takeaways
Pro-active mHealth strategies can help to change the way health professionals interact with patients. Information, guidance and support regularly sent to the mobiles of overweight individuals to help them lose weight and engage in lifestyle changes would save lives, prevent the onset of disease and save NHS England millions of pounds. Why is it not being done?   
 
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What does the nephew of the 41st American President and the cousin of the 43rd have in common with an Indian doctor?

They're both passionate about using new technologies to provide high quality healthcare at affordable cost.

Bush and Shetty
Jonathan Bush, a relative of two former American Presidents, is the co-author of Where Does it Hurt? which calls for a healthcare revolution to give patients more choices, and affordable quality care.

A former Army medic and ambulance driver, Bush is the cofounder and CEO of athenahealth, one of the fastest growing American cloud-based service companies, which handles electronic medical records, billing, and patient communications for more than 50,000 US health providers.

Dr Devi Shetty is a brilliant heart surgeon, and veteran of more than 30,000 operations. However, his growing international reputation rests less on his medical skill, and more on his business brain. He wants to do for healthcare what Henry Ford did for the motorcar: "make quality healthcare affordable."

Shetty is the founder and chairman of Narayana Health, and by thinking differently to traditional healthcare providers, he's built, India's largest private hospital group comprised of 23 hospitals in 14 Indian cities.
 
Shetty practices what Bush preaches
Bush suggests that the only way America will provide convenient quality healthcare at affordable cost, is if doctors do what they're trained to do, others perform routine services for less: for example, nurse-intensivists relieve surgeons from ICUs, and most importantly, if healthcare entrepreneurs are encouraged to tap into the transformative power of the marketplace.

For the past 15 years Shetty has been practicing what Bush is now preaching.  Narayana Health provides high quality healthcare, with compassion at affordable cost on a large scale. For instance in 2013, its 1,000-bed specialist heart hospital in Bangalore alone, performed a staggering 6,000 operations, half of them on children. By contrast, in the same year, Great Ormond Street Hospital in London performed less than 600.

In addition to hospitals, Shetty has developed a telemedicine practice, which reaches 100 facilities throughout India and more than 50 in Africa. Narayana Health is also India’s largest kidney-care provider. Shetty has started a micro-insurance program backed by the government that enables three million farmers to have health coverage for as little as US$2 in annual premiums. Over the next five years, Shetty plans to grow Narayana Health four times its present size and become a 30,000-bed hospital chain.
 
Healthcare change will come from developing nations
Bush says, the only way to build a flourishing health marketplace that everyone wants and can afford is for Americans to demand more from their health providers, and accept greater responsibility for their own health.

This will not happen, and Shetty explains why.
 
Shetty argues that the greatest advances in healthcare will not come from wealthy nations like the US and UK, but from developing nations. Rapidly changing technologies provide opportunities for developing nations to leapfrog wealthy nations, which are encumbered by entrenched and aging technologies.
 
Hospitals in developing countries with few advanced procedures can quickly leapfrog world-class hospitals such as those in the US and the UK, says Shetty. Instead of slowly replacing aging technologies, they can quickly implement innovative operational designs, and state-of-the-art technologies, which gives them a competitive advantage.  
 
Narayana Health City Cayman
This is what Shetty has done in the Cayman Islands. Backed by Ascension, the largest private health network in the US, and the Cayman government, which has designated a 200-acre site for the development of Narayana Health City Cayman.
 
 The first phase, which opened in February 2014, is a 104-bed tertiary hospital, which provides surgeries for less than half the average US price, with quality outcomes that match or exceed the very best US hospitals.  Narayana Health City Cayman is expected to develop into a 2000-5000-bed conglomeration of JCI accredited multiple super speciality hospitals in a single campus providing affordable healthcare to thousands.
 
Takeaway
Americans will have access to high quality healthcare at affordable cost, but it won’t happen in the way that Bush anticipates. Grand Cayman is only a 30minute flight from Miami.
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It's a travesty!

Health professionals don't effectively use mHealth strategies to proactively engage and support people living with diabetes. This failure destroys the lives of millions and unnecessarily increases healthcare costs by billions. This is a travesty.

Health information online
In the UK and US the majority of people living with diabetes and pre-diabetes have smartphones, which they use on a daily basis to send and receive information, purchase goods, bank, educate and socialize. Notwithstanding, 80% of health professionals still provide information for the management of diabetes in paper pamphlets, and the majority of diabetes care information on websites is digitalised paper pamphlets. Such communications strategies, cost millions, and fail to slow the progression of the condition.

Epidemic
Here's evidence, which suggests that current healthcare communications strategies are failing. Recent UK data released by the NHS show that people diagnosed with diabetes has increased significantly over the past decade. Today, 6% of UK adults are registered as diabetic, and an estimated 0.85 million people have diabetes without knowing it. In 2013 there were 163,000 new diagnoses: the biggest annual increase since 2008.

A 2014 study reported in the British Medical Journal revealed that the prevalence of pre-diabetes in England has tripled in eight years, from 11.6% in 2003 to 35.3% in 2011, which puts immense pressure on NHS finances. It's projected that by 2025, five million people will have diabetes in the UK.

The situation in the US is similar. Results of a 2014 study published in the Journal of the American Medical Association, show that there was a significant increase in diabetes between 2001 and 2009, and warns of a growing epidemic that could strain the American health-care system.
 
Diabetes UK report
Governments and charities are good at describing the burden of diabetes, but poor at introducing and promoting effective mHealth strategies to reduce the burden. In a 2014 Diabetes UK report, Barbara Young, the charity's CEO says, "The NHS is spending an eye watering amount on diabetes (£10 billion annually), but the money isn't being used effectively." Those who are diagnosed late or don't receive timely care can suffer complications such as kidney and nerve damage, which costs the NHS billions.

The Report emphasises the importance of better education on how to manage diabetes, and stresses that a staggering 80% of the £10 billion the NHS spends on diabetes goes on treating complications, which may have been prevented if patients had received more effective information about the condition.

If nothing changes, the Report suggests, by 2035 diabetes will cost the NHS £17billion a year, and thousands of diabetics will suffer unnecessary complications.

Online managed care systems
Where's the leadership to help change the situation?  There's evidence to suggest that when mHealth strategies are used in the management of diabetes, they slow the progression of the condition, propel self-management, and significantly reduce the costs of care.

For example, Professor Shahid Ali, a UK practicing GP and Head of Digital Health, University of Salford, has developed and implemented a mHealth system, which enhances the quality of diabetes care, while substantially reducing costs and increasing the efficiency of health professionals. 
 
In the US, Welldoc a successful technology company, founded in 2005 by an endocrinologist, provides  a mHealth solution for people living with diabetes, which coordinates diabetes care, propels self-management and achieves long-term adherence.
 
Professor Gordon Moore from Harvard University Medical School has developed a managed care system that embeds the clinical, behavioural and motivational aspects of diabetes care into any handheld device. It's like, Moore says, "having your doctor in your pocket".
 
Notwithstanding, governments and agencies responsible for enhancing the quality of care for people living with diabetes are failing to bring such tried-and-tested mHealth solutions to their attention.
 
Takeaways
According to Diabetes UK's, we, "know what needs to happen":
  • "More focus on ensuring that people know about diabetes
  • Provision and promotion of effective self-management
  • Integrated care planned around the needs of the individual
  • Effective promotion of lifestyle change."
But, how many more people living with diabetes have to endue unnecessary progression of their condition, and devastating complications, which cost health systems billions, before health professionals abandon their costly and ineffective communications systems and embrace cheaper and more effective mHealth strategies?  
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Since the early 1970s, there's been significant progress in the survival rates of some cancers, in particular testicular, skin, breast, and prostate cancers where the 10-year survival rates in the UK have increased, on average from 46% to 86%.

However, the UK still lags comparable European countries in cancer survival, and for some cancers, particularly lung, esophagus, pancreas and brain, the 10-year survival rates are only about 10% or less.

Late diagnosis
In Britain 50% of cancer patients are diagnosed late. This is the result of GPs misdiagnosing, and patient's reluctance to visit their doctors.

In his book, Malignant, Stanford University professor S Lochlann Jain suggests cancer diagnosis is missed in young adults because, "doctors often work under the misguided assumption that cancer is a disease of older people." For example, 80% of lung cancers are diagnosed at advanced stages.

Cancer survival rates are expected to improve as technology, and self-education develop. This is expected to reduce the role of primary care doctors, increase patient-centered healthcare, and reduce late diagnosis.
 
British stiff-upper-lip
In emerging countries, cancer patients present late because of a lack of education and money. In the UK, where medicine is free at the point of care, the British stiff-upper-lip is often the cause of late diagnosis.
 
A 2013 comparative study published in the British Journal of Cancer found that there was little difference in the awareness of cancer symptoms among patients, yet the British were less likely to act on them. It concluded that the traditional British 'stiff-upper-lip' means cancer patients are dying unnecessarily because they don't want to waste their GP's time with their symptoms or are too embarrassed to seek help.

 

Genomic medicine
A number of studies suggest that doctor-patient relationships are sub-optimal and based on asymmetry of information.
 
Such relationships will change when patients have access to information on their own DNA. Genomic medicine is a game-changer because of its potential to personalize patient care.
 
It only takes a few hours to sequence a person's genome, and costs are low and falling. A recent survey suggests that 81% of all US patients would like to have their genome sequenced. Eventually, this will mean that most people will have their genome sequenced so they can be properly cared for if they get sick.

Already some scientists and clinicians have started taking advantage of genomic sequencing, to tailor their approaches to individual differences.  In this personalized, patient-centred healthcare environment, primary care doctors are less important, and patients more important.  As this transformation occurs, early cancer diagnosis and survival rates are expected to rise.    
Technology driven patient-centered health
Increasingly, patients are employing the expanding array of mHealth apps to diagnose and treat their own ailments and this will increase as the technology develops and prices fall.

For example, patients have started using mHealth apps to measure activity, and changes in their vital signs and bodily functions. Current devices clipped to a finger can measure heart rates, and blood oxygen levels and these data can be transmitted to smartphones. Increasingly consumers will use these tools rather than visit primary care clinics.

Takeaways
Technological developments, self-education, and consumers' increased access to their health records, will help to correct the imbalance in information that now exists between doctors and patients.

As this happens, cancers will be diagnosed earlier, primary care centres will disappear, hospitals will exist only for intensive care, and sick patients with long-term chronic illnesses will be monitored and managed remotely from home.
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"The next ˜big thing" in healthcare . . . . is IT, which will dramatically change the way health professionals interact with patients. Every step of a patient's care will be determined by protocols on a hand-held device. This will make healthcare safer and shift many hospital activities into the home," says Dr Devi Shetty, world-renowned heart surgeon, founder and chairman of Narayana Health, India's largest multi-purpose hospital group and the person said to have, "the biggest impact on healthcare on the 21st century".

Shetty also warns that, "Despite the advantages of such technologies, the medical community is reluctant to accept them."

Although doctors and patients have iPads and smartphones and use social networks, the healthcare community, "fights like mad to resist change", and fails to embrace life-saving technologies, which would improve patient care and reduce costs. ld improve patient care and reduce costs.
 
Open systems
In 2012 UK Health Secretary Jeremy Hunt issued a Mandate that by 2015, modern communications technology would play a substantially bigger role in the UK's healthcare system. The NHS remains a near bankrupt, inward looking public monopoly driven by proprietary systems rather than customer needs.

 

Saving lives didn't invoke change
Healthcare professionals invariably refer to privacy and security issues to protect the status quo, but these are equally applicable to other sectors, such financial services, which have embraced change and open standards.
 
An explanation why healthcare systems resist change is in a 1970 BBC Reith Lecture by Donald Schon, formerly Professor of Philosophy, University of California.
 
Schon borrowed a story from Elting Morison's 1968 book, Men, Machines and Modern Times, to describe entrenched social systems' resistance to change. 
 
During wartime, a young Naval officer named Sims invented a device that improved the accuracy of guns on ships by 300%, but the US Navy rejected it.
 
The device, "continuous-aim firing" used a simplified gearing mechanism that took advantage of the inertial movement of a ship. What previously a whole troupe of well-trained men had done, now one person, keeping his eye on the sight and his hands on the gears - could do.
 
To survive and grow, every major industry in today's network-centric world, except healthcare, has abandoned proprietary systems, embraced open standards and actively licensed technologies.  

 

 
Rejected on scientific grounds
Despite it's obvious advantages especially in a time of war, Sims found it extremely difficult to get his device adopted by the US Department of Navy. When finally the Navy did agree to test his system, they did so by taking it off the moving ship and strapping it onto a solid block on land. Since the device depended on the inertial movement of the ship, it didn't work and the Navy rejected the device on "scientific" grounds.
 
Eventually, Sims attracted the attention of Theodore Roosevelt, who saw the advantages of the device and immediately insisted that it be adopted in the Atlantic and Pacific war theatres where it achieved a 300% increase in accuracy.
 
The American Navy's rejection to Sims's lifesaving technology is similar to Healthcare systems' reluctance to embrace technologies, which improve patient care and lower costs.
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Improving the quality of healthcare usually means significant cost hikes. Acute kidney injury (AKI), however, which kills between 12,000 and 42,000 people in England each year, can be reduced at little cost, and could save the NHS between £434 million and £620 annually.
 
Severe dehydration is one of the main causes of AKI. Informing at risk patients of the importance of drinking water could reduce the incidence rate of AKI. 
 
The silent killer
AKI relates to the rapid loss of kidney function. Often it has no symptoms and frequently goes unnoticed by medical staff. AKI's most common in people over 65, and may affect as many as one in six hospital patients who are admitted as an emergency. If left untreated, the condition can result in permanent kidney damage and death.
 
AKI usually develops before patients enter hospital, and is often caused by dehydration, or an adverse reaction from seriously ill patients to over-the-counter medicines such as ibuprofen. AKI also can develop after some heart surgeries when the kidneys may be deprived of normal blood flow. 
 
Once in hospital, AKI is easily diagnosed by a standard blood or urine test. After diagnosis, the condition can be treated by ensuring that patients stay hydrated or by changing their medications.
 
Chronic kidney disease (CKD)
Chronic kidney disease (CKD) is a condition in which kidneys are damaged and can't filter blood as well as healthy kidneys. Because of this, wastes from the blood remain in the body and may cause other health problems.
 
Various chronic diseases have detrimental effects on the kidneys. Rapidly rising global rates of chronic diseases portend a consequent rise in kidney failure and end stage renal disease (ESRD). Over the past two decades, worldwide there has been a 165% increase in dialysis treatments for ESRD.
 
Despite the magnitude of the resources committed to the treatment of kidney disease and the substantial improvements in the quality of care, kidney patients continue to experience significant rates of mortality and morbidity. Partly, this could be the result of poor delivery of medical information.
 
 
Variation in kidney care
The 2013 Kidney Care Atlas provides evidence to support this thesis by describing variations in the healthcare that people in England with kidney disease receive. 

Some variation is to be expected because CKD is more common in older people and ethnicity is a strong influence on the pattern and prevalence of kidney disease in communities. Some variation, however, is unwarranted, and the magnitude of variation in some instances is large.
 
The Quality and Outcomes Framework (QOF)
The Kidney Care Atlas underlines the importance of GPs providing quality healthcare information to patients in formats they prefer. GPs in England are incentivized by the Quality and Outcomes Framework (QOF), which rewards "good practice".
 
Under the QOF system, doctors are incentivised to establish and maintain a register of patients with CKD and provide them with information about their condition. Ninety per cent of GPs provide such information in leaflets, whereas increasingly patients prefer healthcare information online and in video format.
 
Data in the Kidney Care Atlas suggests that kidney patients need to be more effectively informed about readily available, inexpensive therapies that can slow and prevent the progression of CKD.  This could be achieved by simply substituting videos for leaflets and integrated into the QOF system.

Takeaways
Videos, unlike doctors, never wear out and can be accessed by thousands of patients simultaneously, 24-7, 365 days a year from anywhere, at anytime and on any device. Doctors who use videos to inform patients suggest this relieves pressure on GP surgeries and A&E departments. 

Ten short videos could reduce kidney disease by encouraging people at risk of CKD to:
  1. Ensure their blood sugar levels are excellent if they're diabetic
  2. Regularly check and control their blood pressure.
  3. Regularly have blood and urine tests
  4. Immediately treat urinary tract
  5. Control blood cholesterol levels
  6. Maintain a diet that is low in sugar, fat and salt and high in fibre
  7. Avoid smoking
  8. Alcohol in moderation
  9. Engage in regular exercise
  10. Mantain a healthy weight 
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Patients want health information in ways that doctors are not providing.
 
Patients want reliable answers to simple questions about the presentation, diagnosis, treatment options, side effects, and aftercare of their conditions. They want answers at speed, and increasingly delivered to their smartphones in video formats.
 
With difficulties gaining face-time with doctors, patients turn to the Internet. Worldwide, some three billion health-related Internet searches are made each year.
 
Patients experience difficulty finding reliable answers to their basic questions among more than two billion health websites. According to research published by the American National Institute of Health, 33% of adults who search the Internet for health information become confused by what they find. This frustrates their therapeutic journeys and makes for fraught doctor-patient relations.
 
Things are changing, however, and now patients have a new free-and-easy-to-use online platform, www.healthpad.net. This provides patients with video answers to their FAQs that can be accessed at speed at anytime, from anywhere on any hand held device.
HealthPad
HealthPad was started by doctors and launched in June 2013. It has accrued a growing exclusive healthcare content library of over 4,000 videos that provide patients with premium, reliable answers to their FAQs across 32 therapeutic pathways. 

This unique health content library with embedded search facilities, has been contributed by leading health providers from premier North American, European and South Asian medical institutions. 
 
HealthPad does more than reformat print content into digital words and substitute a website for books and journals. The platform leverages the online communications potential, and is an interactive, multimedia utility, which meets the needs, health status and personal backgrounds of patients and patient groups.   
 
Enhanced communications
HealthPad serves the needs of patients by enabling doctors to capture, organize and distribute their medical knowledge more effectively. Doctors can drag-and-drop any type of content into a publishing template: scans, pdf files, ppt. presentations, videos, diagrams, photos, commentaries etc. These data are instantly and automatically re-formatted into attractive rich-media publications. By a click of a mouse, doctors then can choose how they wish to share their publications, ranging from private and secure to public and open.
 
In addition to publishing health knowledge, doctors can use HealthPad to create, develop and manage any number of bespoke online patient groups. 
 
What doctors say about HealthPad
"My HealthPad videos personalize medicine and have positive psycho-social effects. Because of HealthPad patients feel that they know me before we have even met and are less inclined to be swayed by discordant and often incorrect medical information they encounter on the internet that can create misperceptions and fear". Dr. Whitfield Growdon, Onco-surgeon, Harvard University Medical School and the Massachusetts General Hospital.
 
"My patients now don't always have to attend a hospital for reliable information to help them manage their conditions. HealthPad allows me to reduce valuable face-time with my patients while improving doctor-patient relationships and patient compliance by helping them understand their conditions and treatments better". Dr Sufyan Hussain, an endocrinologist specializing in diabetes at Imperial College, London.
 
Drivers of change
The overwhelming majority of UK doctors provide medical information in pamphlet form, while the overwhelming majority of their patients have smartphones and broadband connections and use online services to find jobs, receive their salaries, pay bills and taxes, learn, conduct business and interact socially.
 
Technological change combined with the escalation of chronic non-communicable diseases, especially among the over 55s, is expected to increase Internet searches for premium and reliable medical knowledge and this will force health providers to change the way they communicate with patients.  
According to a recent Deloitte's report, in 2014 UK citizens over 55 will experience the fastest year-on-year rises in smartphone penetration. By the end of 2014, UK smartphone ownership is expected to surpass 50%, and the difference in smartphone penetration by age will disappear.     
This mirrors the rest of the world.
 
Takeaways
If you're a health provider, HealthPad can significantly improve your online communications, enhance the quality of your services and save you money.
 
If you're a patient, HealthPad provides you with free and easy access to exclusive, premium and reliable healthcare knowledge in video formats you prefer, at anytime, anywhere, anyhow. 
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