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50 years ago, fluoridation was promoted as a bone protector

50 years ago, fluoridation was promoted as a bone protector | The World Transformation |

Excerpt from the November 5, 1966, issue of Science News

DRINK UP  While fluoridated water isn’t the cure for everything that ails you, it does reduce tooth decay by 25 percent in kids and adults alike.

Magazine issue: Vol. 190, No. 11, November 26, 2016, p. 4

Fluoridation lessens disease in adults — Antifluoridationists … not only “have little concern for the preservation of children’s teeth,” but “are contributing to the ill health of all of us, young and old alike,” [said] Dr. D. Mark Hegsted, professor of nutrition at Harvard’s School of Public Health.… [An] adequate intake of fluoride can keep bones healthy and prevent soft tissues from calcifying. — Science News, November 5, 1966

The role of fluoride in bone health has been much less clear than its benefit for teeth. Studies in the 1980s showed treatment with a calcium-fluoride mix increased bone mass (SN: 1/21/89, p. 36) and reduced fracture risk in women with osteoporosis. But an analysis of 25 studies in 2008 showed fluoride doesn’t ease fracture risk. In 1951, only 3.3 percent of the U.S. population had fluoridated water; by 2014, that rate was up to 66.3 percent. Fluoridated drinking water may not help bones, but it does reduce cavities by 25 percent in both adults and children.

Via Kim Frye
Andrrey Yatsenko's insight:
/A.Y\  Best  Years  Ago,  Fluoridation  and  Calcination  for  Best  Bones.
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Personality Development & Self Empowerment: Clearing My Exams

Personality Development & Self Empowerment: Clearing My Exams | The World Transformation |

Via Lalita Powar
Andrrey Yatsenko's insight:
Personality Development & Self Empowerment  -  /A.Y\  Creative Reflection determine your Capacity for Rethinking with New Mindset.
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Rescooped by Andrrey Yatsenko from SELF HEALTH!

How Ginger Can Make You Much More Energetic Every Day

How Ginger Can Make You Much More Energetic Every Day | The World Transformation |

"Fatigue can be a problem for people on a day to day basis -- but ginger can help! Find out how ginger boost energy levels naturally and safely."


If you feel tired or run-down from day to day — no matter how much rest you get — and want a natural pick-me-up that doesn’t involve a ton of caffeine, then you should consider adding more ginger to your diet!  This spice does more than add a great flavor to your food, it will also help boost energy levels safely and naturally.

Here’s how ginger can make you feel more energetic every day.

Andrrey Yatsenko's insight:
Here’s how ginger can make you feel more energetic every day.  -   /A.Y\  Need  Food  Combination.
Eric Larson's curator insight, December 23, 2015 5:52 PM

Saying yes to more energy.

Rescooped by Andrrey Yatsenko from Public Relations & Social Marketing Insight!

19 of the Best Marketing Tools for Startups and Entrepreneurs. — Medium

19 of the Best Marketing Tools for Startups and Entrepreneurs. — Medium | The World Transformation |

19 great startup marketing tools for entrepreneurs to help you grow your business and make your life easier.

Via Jeff Domansky
Andrrey Yatsenko's insight:
Social channels  for  SME's.
Jeff Domansky's curator insight, April 9, 2015 11:39 PM

Joe Murfin shares useful social marketing tools.

Jeff Domansky's curator insight, April 9, 2015 11:39 PM

Marketo explores the marketing potential of Internet of Things.

Rescooped by Andrrey Yatsenko from Pharma Digital!

10 digital pharma and healthcare marketing thought leaders to follow on Twitter

10 digital pharma and healthcare marketing thought leaders to follow on Twitter | The World Transformation |

These 10 pharmaceutical and healthcare digital media folks are some of the thought leaders on emerging trends and ongoing issues in the industry from how to engage patients using social media to questions on ROI and regulatory concerns.


Craig DeLarge (@cadelarge) is the U.S. leader for multichannel marketing and customer business line support at Merck.


Johnathan Reid (@FarmerFunster) is a senior commercial IT project manager at Abbott Laboratories and offers useful insights on social media in the pharmaceutical realm.


Joan Mikardos (jmikardos) leads the U.S. arm of Sanofi’s Center of Digital Excellence that oversees the company’s digital and social media marketing strategies.


Rich Meyer (@richmeyer) is a healthcare marketer who runs the blog DTC Marketing that covers social media in healthcare and pharma.


John Pugh (@JohnPugh) is the global digital director at Boehringer Ingelheim.


Shwen Gwee (@Shwen) is vice president of digital health at Edelman. He also runs the PharmFresh. TV website with videos highlighting social media for pharma and healthcare.


John Mack (@pharmaguy) publishes Pharma Marketing News and its blog.

Christiane True (@ChristianeTrue) is the content director at UBM Canon Pharmaceutical Media Group.


Marc Monseau (@MDMonseau) launched MDM Communications following 14 years as head of corporate communications for social media at Johnson & Johnson.


Steve Woodruff (@swoodruff) heads up Impactiviti (@impactiviti), which claims to be the eHarmony of pharma sales training, digital technology and marketing.


Via Parag Vora
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Thought Leader give new Healthcare  Solutuions  with new Vision .

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An independent Scotland and the SME business sector

An independent Scotland and the SME business sector | The World Transformation |
An independent Scotland and the SME business sector
Doug Norris | March 22, 2013 | 0 Comments
For those of us in business involved in running small , medium, or large enterprises, the thing we think about most is our ability to make a profit. In my own case I would expand that to a two word phrase: ‘profitable growth’.

As a Scottish engineering graduate and, after an indirect career path via Germany, I now find myself running a North Ayrshire based SME operating within the environmental sector, electronics recycling to be precise. When I joined Datec Technologies, we employed around 20 and operated from one small site.

We now operate two sites (one in Sweden) employing around 100 in total (the majority in Scotland). The sector we operate in depended initially on the substantial electronic/IT manufacturing industry which existed here in Scotland some 10-15 years ago (and longer). But that industry – like so many here – has largely disappeared from our shores. Many readers will recall the corridor running through our central belt was known as Silicon Glen.

Fortunately, as a SME with an outward-looking vision, we have been able to differentiate ourselves in the face of change: we have been agile, flexible, and adaptive in going out and winning the new business to replace that which disappeared from Scotland. And so because of our agility and small size, we have been able to adapt and grow – profitably.

Personally, this has been satisfying on several levels: importantly our business has some eighty or so families, living mostly in North Ayrshire, earning a wage from a local well established company in the environmental sector, that operates at the vanguard of electronics, IT, and telecommunications recycling. So as well as meeting profit targets, I am proud of the role our business plays socially and environmentally here in North Ayrshire and in Scotland as a whole.

I often wonder if that is why we have such a good fit with our Swedish colleagues – those shared values of profit, coupled with social and environmental awareness and concern.

Having travelled there on many many occasions, I often remark to my Swedish friends on their quiet optimism in how they go about things. Their results speak for themselves: major leading world corporations such as Tetra-Laval, ABB, IKEA, Volvo, Bofors, Electrolux, Ericsson, H&M. But crucially the country also a highly able and established SME sector.  And that is all without oil and gas. And also without a banking crisis – which was meant to be global (it wasn’t).

In setting up our own subsidiary in central Sweden two years ago, where we now employ 20, I have come to the conclusion that Sweden works as a small independent northern European country, largely in part because of the short communication connections in their society between the SME business owners/decision makers and their elected representatives who govern – and crucially – who have the power to make a difference for businesses.

These short societal connections allow Sweden’s business community and politicians to shape things together for the good of the SME environment there. In Scotland, by contrast, the majority of fiscal/regulatory frameworks we operate under are decided by folk far away in London.  Even if they do know what is right for the Scottish SME business community, the imbalance I see from the status quo means that the Scottish SME view would not be represented in equal measure in those decisions taken in those far-off corridors of power.

Progressing in business involves change and a key part of the positive change we need will be when Scottish businesses have the benefit and influence, via short direct connections to government, here in a Scotland which has full fiscal and regulatory options available to it. That way the changes we want as SMEs can be heard and acted upon.

Some people have said the advantages for business in an independent Scotland would be tenuous and vague.   My Swedish friends don’t think of independence that way, they would use words such as: solid, strong and successful. Which is why I will be voting Yes in 2014.

Further Reading:

SMEs, Entrepreneurship and Innovation: Sweden - OECD

10 Swedish companies shaping the world – The Official Gateway to Sweden

Via 3MenInABlog, Jim Arnott
Andrrey Yatsenko's insight:

Knowledge for SME's .

Jim Arnott's curator insight, March 25, 2013 2:42 PM

Well said Doug. As a retired part owner of an SME I am sure this sector will see the advantages that independence for Scotland will bring. I too visited Scandinavia regularly and was impressed by the short lines to government that gave SME's n edge - but I was also impressed by the cohesive society in these small countries,

Rescooped by Andrrey Yatsenko from New IP of Nano, Nanotechnologies for Development .!

Dr Alec Reader, Director, Nanotechnology Knowledge Transfer ...

Dr Alec Reader, Director, Nanotechnology Knowledge Transfer ... | The World Transformation |
The main aim of the NanoKTN is to facilitate the transfer of knowledge and experience between industry and research. We offer companies dealing in small-scale technology access to information on new processes, patents ...

Via Sergey Yatsenko
Andrrey Yatsenko's insight:

Nanotechnology for  Development

Rescooped by Andrrey Yatsenko from New IP of Nano, Nanotechnologies for Development .!

What Are the Differences Between Knowledge, Wisdom, and Insight?

What Are the Differences Between Knowledge, Wisdom, and Insight? | The World Transformation |
Knowledge, Wisdom and Insight may sound like synonyms, but they are not. They have some very real differences in the essence of their meanings and their applications in our life.

Via Lou Salza, Giovanni Benavides, Sergey Yatsenko
Andrrey Yatsenko's insight:

How  make  the  World  Transformation  with  New  Knowledge,  Innovation, insight  and  New  Business  Decisions  for  SME's .

Lou Salza's curator insight, April 8, 2013 4:57 PM

This was interesting to me--Lou


"In a nutshell: If knowledge is information, wisdom is the understanding and application of that knowledge and insight is the awareness of the underlying essence of a truth.

Sadly we can gain a lifetime of knowledge, yet never see the wisdom in it. We can be wise, but still miss the deeper meaning.


Christopher Reiss does a great job of summing up the differences:

Knowledge is measuring that a desert path is 12.4 miles long.

Wisdom is packing enough water for the hike.

Insight is building a lemonade stand at mile 6...."

Rescooped by Andrrey Yatsenko from The Jazz of Innovation!

EU research program to boost innovation

EU research program to boost innovation | The World Transformation |

In the new EU program to support science and research – Horizon 2020 – there are over € 70 bln of funding in the coming sever years for the EU states in their efforts to assist both researchers and entrepreneurs in creating innovative products and services.

Via Peter Verschuere
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The  World  Transformation  with  EU  research  program  'Horizon 2020 " .

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Partnering in Research and Innovation

Partnering in Research and Innovation | The World Transformation |

A communication from the European Commission on the benefits of cross sector partnership in promoting new knowledge and innovation.

Via Peter Verschuere
Andrrey Yatsenko's insight:

Partnership  for  Development !

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What needs to change to bring about real sustainable development?

With Rio+20 in June, what do world leaders need to change to bring about real sustainable development? A group of the world's leading scientists and experts ...
Andrrey Yatsenko's insight:

The  World  Transformation  with  real  Green  Nanotechnology  for  development.

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The psychology of punishment is key to why people vote against their own interests

The psychology of punishment is key to why people vote against their own interests | The World Transformation |
Donald Trump would not be US president without the votes of many, including Obamacare enrollees and immigrants, who are likely to find themselves worse off because of his policies. To some Democrat supporters, this widespread voting against self-interests can seem impossible to understand. To Molly Crockett, a neuroscientist and experimental psychologist at Oxford University, it makes perfect sense

Via Neil Gains
Andrrey Yatsenko's insight:
/A.Y\  This is new step of  Evolution.
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When creativity becomes content

When creativity becomes content | The World Transformation |
In adland's binary world 'magicians' see creativity whilst 'mathematicians' see content. It's time to get them together again, writes David Brennan, founder of Media Native.
I attended my first Ad Week Europe last week and I was pleasantly surprised (apart from the queuing system, which made some of London Transport's recent travails seem like a walk in the park). I witnessed some high quality debate, a real sense of the unfolding opportunities digital convergence is creating and - most of all - a sense of celebration of the best our industry has to offer.
Most of our working lives we find ourselves on the back foot; defending a position or responding to the latest disruption that is threatening to replace our existing business model. So, it is a rare, uplifting feeling - reinforced by the unexpected springtime weather - to see the best of our industry in action.
We produce some really good stuff. We should never forget that. I've been working in advertising and media since before 'New Romantic' meant anything other than a bunch of 18th century poets, and it amazes me how much talent, innovation, big-picture thinking and creativity we produce, even as we rock from one technological disruption to the next.
Creativity, most of all.
Ad Week Europe was a great showcase for creativity. Excellent ideas, based on universal themes, communicated in powerful ways which resonate way beyond their point of impact. The standing room-only Creative Carousel - hosted by Lindsay Clay - was a joy to attend, but this focus on creativity - and its manifestations through music, vlogging, film, gaming, journalism and just about any other channels you can think of - was a strand running through much of the week.
I thought most of the media represented at Ad Week Europe - both legacy and digital media - stated their case for a meaningful role in this fast-evolving landscape really well, and most of them addressed their unique ability to deliver an audience, environment or context within which the best creativity could land, thrive and linger. In which it could resonate.
But then there were the other bits. 'Programmatic 101'. 'The War on Ad Fraud'. 'How Will Programmatic Change The TV Landscape?'. 'Decoding Programmatic'. 'Advertising Automation: Into The Looking Glass'. 'Programmatic - Problem or Panacea?'
Are you seeing a pattern emerging there?
There were a few sessions that brought these worlds together, but to be honest they were mainly inhabiting different universes, and nowhere was this more so than in their differing perceptions of how this great industry of ours is powered. In this (still) binary world of the magic and the math(s), the magicians see 'creativity' and the mathematicians see 'content'.
There is no doubting digital's huge and (generally) positive influence on both our personal and professional lives, but I've always believed it will struggle to reach its full potential until it understands the power of the magic over the maths.
This disconnect can be seen in those two little words; content and creativity. Based on nothing more scientific than my failing memory, the term 'content' was used far more frequently in the latter sessions, whereas 'creativity' far more in the former.
There is nothing inherently wrong with that, but reducing the ephemeral, mercurial, unpredictable nature of great creativity, to sort of commoditise it all into this murky gloop we define as 'content' tends to undermine its performance.
'Content' is a form of commoditisation. It assumes all exposures to whatever content has equal value. It assumes the variations between great and awful 'content' can somehow be built into the relevant algorithms and analytics.
It assumes it is easy to produce and personalise; one of the false premises of addressability is that "It is possible to have a different ad for every household ". It assumes (quite rightly) that anybody can produce 'content' and (quite wrongly) that it will automatically have a value. Most analysis of 'content' rarely values or even measures the impact of the surrounding context.
Seeing creativity as merely content helps to feed the hype around programmatic trading, addressability, native content, online display, social media and UGC, to name but a few.
When I raised this dissonance between the maths and the magic at a session on the relationship between branded content and film, panellist Adrian Pettit from Cake (who, I have to admit, came up with the maths vs. magic analogy in the first place) summed up the debate in relation to branded content when he stated the magic will always drive the process - and the performance; the maths is there to work it as hard as possible.
If this is the case, I would like to see more evidence from the mathematicians about how they can add potency to the magic fairy dust, as well as making it sprinkle further and for longer. I would like to see them talking the language of creativity more, attempting to factor in its complexities and nuances more sensitively.
Because, ironically, maths and magic go back a long way. We simply need them to get back together again.

Via Charles Tiayon
Andrrey Yatsenko's insight:
Because, ironically, maths and magic go back a long way. We simply need them to get back together again. -  /A.Y\  The Evolution of Leader . A Permanent Creativity give " Things of Perfection", the Application of They born Smart Transformation / New Understanding & Analytical Wisdom. This is New Level of Knowledge.
Rescooped by Andrrey Yatsenko from Social Media and Healthcare!

Online Professionalism and the Mirror of Social Media

Online Professionalism and the Mirror of Social Media | The World Transformation |

The rise of social media—content created by Internet users and hosted by popular sites such as Facebook, Twitter, YouTube, and Wikipedia, and blogs—has brought several new hazards for medical professionalism. First, many physicians may find applying principles for medical professionalism to the online environment challenging in certain contexts. Second, physicians may not consider the potential impact of their online content on their patients and the public. Third, a momentary lapse in judgment by an individual physician to create unprofessional content online can reflect poorly on the entire profession. To overcome these challenges, we encourage individual physicians to realize that as they “tread” through the World Wide Web, they leave behind a “footprint” that may have unintended negative consequences for them and for the profession at large. We also recommend that institutions take a proactive approach to engage users of social media in setting consensus-based standards for “online professionalism.” Finally, given that professionalism encompasses more than the avoidance of negative behaviors, we conclude with examples of more positive applications for this technology. Much like a mirror, social media can reflect the best and worst aspects of the content placed before it for all to see.

KEY WORDS: professionalism, internet use, medical ethics, health policy
Go to:

The Internet has changed many interactions between professionals and the public. The recent development of Web 2.0 applications (also known as “social media”) has created particular hazards for public views of certain professions. School teachers1 and lawyers2 across the country have been sanctioned or fired for online indiscretions felt to violate societal expectations for how they represent their personal lives in the public sphere. Recently, similar incidents have also involved physicians. In one instance, physicians and other health professionals delivering aid in Haiti posted pictures online of naked and unconscious patients in operating suites, and of physicians drinking or posing with grins and “thumbs up” in front of patients or coffins.3 While it is tempting to view such incidents as rare events, recent research has shown that posting of unprofessional content is common among medical students, residents, and other health care providers.4–6 In many cases, users of social media may simply fail to consider issues of professionalism in their online actions and may, in fact, routinely display exemplary ethics and character in their offline actions. As a case in point, the professionals cited above exemplified principles of altruism and social justice through their volunteer work in Haiti and were ultimately exonerated by licensing authorities.7 Still, damage to public perceptions of the medical aid effort was already done. Rather than blaming the technology or vilifying the user, we believe this example underscores the need for improved education and communication about the use of social media by professionals.8,9

Go to:

Although principles and commitments for medical professionalism already exist,10 we believe that many physicians may have difficulty applying these principals to their online actions for at least three reasons. First, some of the online content that has been identified as unprofessional in both the medical literature and mass media may not clearly violate existing principles of medical professionalism. For example, some physicians may not realize that images of off-duty drinking on a social networking site may raise questions from the public about unprofessional behavior, especially if intoxication is implied. A second and related concern is that many people experience a sense of disinhibition in their online actions. Social media in particular can create a perception of anonymity and detachment from social cues and consequences for online actions.11 Thus, medical professionals may say or do things they would not say or do in person, such as disclosure of confidential information (including pictures of patients), or display speech and behaviors that are disrespectful to colleagues or patients and their families. Third, the potential impact of such indiscretions is much greater than typical face-to-face interactions because of the wide reach of this media. While physicians must always be vigilant to avoid violating patient confidentiality, a slip made online can have far greater impact than one made over lunch with a colleague.

Regrettably, social media can enable content posted in a momentary lapse in judgment to spread rapidly beyond the intended audience with a simple “click.” In this sense, social media can act as a mirror reflecting intimate thoughts and behaviors back to oneself as well as to others around the world. For an increasingly Internet-savvy public, “images” reflected by this social media mirror may prove very important in sizing up not only the credentials, but also the character of professionals. Moreover, when amplified by press coverage, unprofessional images of professionals in the social media mirror may also be magnified or distorted as in the case of the physicians providing aid in Haiti.

While rigorous studies on patient perceptions of physicians’ social media use are lacking, recent media coverage of the topic12 and online reader responses, such as the following, are illuminating: “Medicine is a very serious profession…[but] teetering on the edge of respectability and trust in some areas. Soon there will be so little trust that it will undermine the respectable people who have chosen this profession.”13 Other readers posted similar comments, “Anybody who isn't smart enough to figure out what's OK to post on the Internet has absolutely no business being in charge of other people's health,” and “As professionals, doctors, teachers, lawyers, etc., are held to a certain standard. If that's not your cup of tea, find a different job.” These comments suggest that some may view a physician’s online activity as a proxy for the common sense and trustworthiness needed to handle the responsibilities of patient care. Moreover, when technology such as social media has the ability to alter ways in which physicians can interact with individual patients and the public at large, physicians must reconsider the implications of their professional commitments.14 While it may not be necessary to expand the existing framework for professionalism, physicians should at least consider the issues raised by social media and make informed decisions for themselves, or in collaboration with colleagues or superiors, to decide what is appropriate and inappropriate for their group, institution, or workplace as they represent themselves in a new web where user-generated content abounds.

Go to:

To illustrate the impact of an individual’s online actions, the Pew Internet and American Life Project has advanced the idea that each Internet user creates a “digital footprint.”15 This concept encourages individuals to think of downstream consequences for each online action they take and become aware that as they “tread” through the World Wide Web, they leave behind a “footprint.” This footprint is visible to others and may have unintended negative consequences, such as diminishing one’s chances to obtain a desired training position or job. But beyond the self-interested rationale for monitoring online activity to protect themselves, physicians also have a duty to consider the broader impact of their “digital footprint” and how their online actions reflect on the profession at large—much in the way that the concept of a “carbon footprint” invokes the greater cause of environmentalism. Thus, the concept of “think globally, act locally” applies to physician behavior online in the same way it applies to human behavior in relation to the environment; each individual physician should develop a greater consciousness of the potential impact of their online actions for the entire profession.

Beyond the role of individuals, institutions have an important role to play in defining and exemplifying what might be called “online professionalism.” As yet, there are no widely accepted guidelines to assist individuals and institutions in navigating challenges and opportunities for medical professionalism while online. Even medical schools, which oversee the youngest members of the profession and the most frequent users of social media, have not universally formed policies specifically addressing this issue.4 Accordingly, we suggest that institutions—from medical schools and residencies to hospitals and group practices—should take a proactive stance in setting guidelines and standards for their members. We propose that institutional standards for “online professionalism” utilize valuable concepts such as the digital footprint and emphasize the power of social media to reflect professional values to the public. We also believe that the best way to develop institutional concepts for online professionalism is to engage various users of these technologies in a consensus-oriented dialogue that involves students, patients, educators, clinicians, and administrators. Such dialogue, especially if it is sustained over time, also has the potential to reduce the number of problems arising from the use of social media by virtue of the shared educational impact of discussing the standards for online professionalism that are agreeable to all parties involved. Indeed, emerging research with medical students and residents suggests that most feel responsibility to represent themselves professionally online, and while they oppose strict regulation of their online behavior, increased dialogue and guidance is welcomed.16,17

Go to:

Problematic uses of social media by physicians have garnered a great deal of public attention to date. Yet an equally important challenge for medical professionals is to use the mirror of social media positively. For example, respectful clinical narratives written by medical students that avoid disclosing any personally identifiable information about patients can promote understanding, reflection, and greater appreciation of the patient-physician relationship.18,19 Students have also used social media to improve patient safety by promoting the World Health Organization’s Surgical Checklist.20 Practicing physicians can use social networking and other Web 2.0 tools to share sound medical information and help the public interpret medical studies, thereby becoming sources of credible medical information on the Internet. Some have even argued that maintaining an online presence that is accessible and useful to patients is a must for physicians.21 Indeed, a compelling case for quality improvement through better communication via social media can be made,22 and medical professionalism encompasses a commitment to quality improvement.10 An increasing number of public health organizations, hospitals, and medical centers are using social networking applications to provide medical information to the public.23 Collectively, these interactions can serve as a counter-balance to less trustworthy sources of information as the public increasingly turns to the Internet to find health information.

If social media is a mirror, what kind of reflections does the public see of physicians? While many Internet sites offer ratings of physicians,24 and it is believed that patients already search the Internet for information about their physicians frequently,25 we do not yet know the net impact of positive and negative online behaviors on the public’s overall view of physicians’ professional values. Certainly, the principle of “first, do no harm” should apply to physicians’ use of social media, but we can do better. Just as we must look beyond harm reduction towards health promotion in clinical practice, we must go farther than curtailing unprofessional behavior online and embrace the positive potential for social media: physicians and health care organizations can and should utilize the power of social media to facilitate interactions with patients and the public that increase their confidence in the medical profession. If we fail to engage this technology constructively, we will lose an important opportunity to expand the application of medical professionalism within contemporary society. Moreover, a proactive approach on the part of physicians may strengthen our patients’ understanding of medical professionalism and provide an example of “online professionalism” for other professions to consider.

Via Plus91
Andrrey Yatsenko's insight:
Much like a mirror, social media can reflect the best and worst aspects of the content  ...      New  Best  Content  as an  Evidence of  Best  Creativity
Rescooped by Andrrey Yatsenko from Social Media and Healthcare!

How Social Media is Transforming Pharma and Healthcare | Applied Clinical Trials

How Social Media is Transforming Pharma and Healthcare | Applied Clinical Trials | The World Transformation |

Social media has moved beyond being a fashionable word to one that is drawing renewed attention from the pharma and healthcare industries. The power of these tools and the impact that they can have not only on brand perception and, effectively, on sales, as well as the increasing interest of the regulators in social media is resulting in this shift. In addition, tools and technology and the growth of the data sciences industry have proven to be powerful enablers. As patient centricity becomes the cynosure of attention, the need to capture their views becomes necessary. Social media brings in a pragmatic component to clinical trials, supporting the world of evidence-based medicine (EBM). Patients themselves want to draw more informed decisions and want to be participants in the decision-making process on how their health is going to be managed. 

It has been observed in studies that of the more than 74% of Internet users that engage on social media, 80% are looking for health information,1 with 90% of the younger media-savvy 18-to-24 year-olds2 claiming that they relied upon this source, using it twice as often as the more senior population. They shared health-related conversations and patient stories on diverse topics such as how someone coped with a chronic condition, views on diet and exercise, and their choice of physician.2 The most accessed online resources for health-related information included WebMD (56%) and Wikipedia (31%).3Patients wanted doctors to actively share updates on the disease, new pipeline compounds, their experience with different drugs, etc., on social media and 60% claimed that they trusted what the doctors were posting.4 It becomes all the more important for healthcare professionals (HCPs) to share accurate information and timely updates with the patient community. It was not only patients who were leveraging social media, 60% of HCPs were also actively watching what their counterparts are sharing on health-related issues. Doctors themselves seemed to truly believe that social media is impacting the quality of care. Forty percent of patients also relied upon social media to assess how others were dealing with chronic conditions.2


All of these situations have led to the development of numerous online patient communities such as:

PatientsLikeMe — The largest online patient community, spanning 500,000 members5 and covering over 2,500 conditions. It partnered with the National Quality Foundation to leverage social media to assess the quality of life in communities with multiple sclerosis (51,000 members), chronic obstructive pulmonary disease (2,500 members), and rheumatoid arthritis (10,000 members). They also compared patient-reported outcome (PRO) data generated from specific tools provided to these communities. Analyses showed that the PROs needed to use more “patient-friendly” language to describe the symptoms and it was the first time that such a large-scale study had been performed for an assessment of this nature. 623andMe — An online patient community to which the FDA granted authorization to market a direct-to-consumer genetic test, the Bloom syndrome carrier test; customers who purchase their personal genome service (PGS) would receive their ancestry information and uninterpreted raw genetic data.7,8Iodine — A site which combines pharmacist expertise, FDA data, and real-life experience from patients.Smart Patients — A closed online community which provides a platform for patients and caregivers to connect amongst themselves and find disease-related guidance and answers that may be scant in other formal channels.PatientsKnowBest — A British social enterprise which integrates with the National Health Service (NHS) network and allows patients control of their own medical records.9Doctor online networking communities — Include those such as Doximity (has 70% of US doctors as verified members);10 Sermo (with over 800,000 members across 96 specialties);11 MomMD (women doctor’s networking site, 11,000+ active members);12 and many more.

Geo-based social media strategy

There is a whole spectrum of social media services being leveraged by pharma and healthcare, ranging across listening and analytics, marketing, and engagement. Companies are designing geography-based social media strategies based on the audience that they are targeting. Novartis, for example, thus engages with the public for its brand Gilenya® (the once-a-day pill developed to treat multiple sclerosis) through a dedicated handle on Twitter, @GILENYAGoUSOnly. The introduction section of this Twitter handle clearly calls out that it is only for a US audience and also sets forth other guidelines of interaction, such as the response window, how to share personal details, and also the discretion Novartis would practice in responding or not responding to certain tweets.13 Internally, for a pharma company, this means the need for increased harmonization in social media efforts across countries and regions, while staying compliant with local regulations. When it comes to listening, social media tends to be more porous and it no longer matters, for instance, where an adverse event (AE) was reported, as it can find interested audiences anywhere in the world. But engagement is a different world altogether, as it has to be contextualized to the specific user, geography, local regulations, and so on.

More AE traffic?

The likelihood of generating excess AE traffic has been one of the reasons that often dissuades the pharma industry from leveraging social media listening. The four basic elements for submission of an individual case safety report to the FDA include an identifiable patient, an identifiable reporter, a suspect drug or biological product, and an adverse experience or fatal outcome suspected to be due to the suspect drug or biological product. Pharma companies are required to publish events reported on company-sponsored websites. However, if they do become aware of an event that has been reported on another site, they should review it and determine if it requires to be reported on their’s. In recently reported industry views on the issue, Abbott felt that the entire web should be monitored for AE reports, while AstraZeneca did not align with this approach. Bayer allowed the Pharmaceutical Research and Manufacturers of America (PhRMA) to speak for the company, the group’s stand being that only company-sponsored websites should be monitored and the events meeting the reporting criteria defined by the FDA should be posted, provided the reporters were privately contactable, so as to respect patient privacy issues. Lilly also observed that national privacy laws needed to be respected and follow-up with patients on these reports should be avoided. Merck & Co. cautioned that social media reports could result in an AE being blown out of proportion, citing the example of Sanofi, which had to shut down its Facebook page when a patient who reacted to cancer drug Taxotere  posted a flood of comments about experiencing hair loss, triggering major reactions from the larger patient community. Sanofi did reopen the page later, but included terms of use. Lilly recommended that the FDA create a separate category for events reported on social media and also conducted a pilot study to demonstrate that the considerable efforts invested in monitoring social media for AEs did not yield corresponding results.14

The most significant challenge faced by pharma was identifying the reporter of AE information on social media sites. The FDA defines an “identifiable reporter” as one who is privately contactable. While Novartis believed that additional demographics were important, AstraZeneca felt that an email ID or even a Facebook contact was enough. However, both companies agreed that AEs collected from organized data collections systems should be considered as “solicited,” whereas the rest should be treated as “spontaneous” reports. Though the European Union (EU) does not mandate the monitoring of social media for AEs, it does require that events that have been observed should be reported. This may change as observations from the WEB-RADR (Recognizing Adverse Drug Reactions) project gain traction in the EU. Launched in September 2014 by the Innovative Medicines Initiative, WEB-RADR, a €2.3 million, three-year public-private project, is responsible for developing a mobile application for reporting adverse drug reactions (ADRs) to regulatory bodies in the EU region. The mobile app would help evaluate the potential of social media data in identifying safety issues.15

It has also been observed that in a study conducted on AE reported for Lipitor® (atorvastatin) and Meridia® (sibutramine) in the FDA Adverse Event Reporting System (FAERS) database and on (a patient-support group website), the majority of AE reports on social media came from a younger population and focused on milder AEs on, as compared to those reported in FAERS.16


An evolving landscape

Pharma companies need to be mindful of varying regulations on the advertising of branded prescription products, while defining their product promotion strategy. It is very important, therefore, that each company develops its own social media policy guidelines. It has been observed that 23% of pharma organizations do not have policies to address data security and privacy, whereas 31% of healthcare organizations do have healthcare policies in place.2 A review of the top 100 companies listed on the London Stock Exchange demonstrated that the top three social media-savvy pharma companies are Johnson & Johnson, GlaxoSmithKline, and Pfizer, respectively This becomes especially relevant when a company is marketing its products in multiple geographies, with varying local regulations. While this is acceptable in the U.S., advertising of branded prescription products is not accepted by many other countries. 


In addition, when tweeting, one needs to be mindful of the FDA draft guidance on Internet/Social Media Platforms with Character Space Limitations - Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices, issued in June 2014.18 This guidance specifically focuses on FDA-regulated medical products, the 140 character space limit associated with tweets, and the need of the pharma industry to present both benefit and risk information during product promotion while tweeting. While this does not apply to company websites, or product pages on social media websites such as Facebook or Twitter, the important take-home from this guidance is that irrespective of the character limitation, if a company is promoting the benefits of its product in a tweet, it also needs to bring to the attention of the consumer, albeit in a concise manner, the potential risks of the drugs as well, or else evaluate other platforms for product promotion. 

Twitter, for its part, has been simplifying its rules, which gives pharma marketers some leeway. The site’s 140-character limit has revised to 280, making it easier for benefits and risks to be included together. In a survey conducted by Ogilvy Healthworld with 14 big pharma companies, a 530% increase in the number of tweets in 2014 as compared to 2013 was observed. With access significantly enhanced, the need for regulations in this regard is understandable. Interestingly, the highest increase (300%) was noted in the activity of a key German drugmaker.19

One recent example of the FDA coming down hard on pharma social media practice was with respect to the promotion of Diclegis®, a Duchesnay’s morning sickness drug, via social media posts from Kim Kardashian. The agency pointed out that while the posts highlighted the benefits of Diclegis®, the risks were not highlighted. This resulted in a warning letter being issued by the FDA’s Office of Prescription Drug Promotion (OPDP).20 It was one of 19 letters issued by the FDA, including three warning letters and 16 untitled letters.

Mining the web: who owns the data?

Not only do regulations regarding the posting of promotional information deter the pharma industry, but a large sector still perceives “listening” to be a liability. The key concern is that if companies do go down the social media path, they would need to notify regulators regarding all AEs identified by them on social media sites. The reality is that up to 90% of AEs go unreported and reporting by patients and HCPs is extremely low.21 In efforts to address these gaps, Novartis and other pharma companies have been working on Web-RADR. Over three million posts from Facebook and Twitter (55% excluded as spam) were analyzed. Two percent were termed as “proto-AEs”—information which could represent potential AEs and were coded using the Medical Dictionary for Regulatory Activities (MedDRA). Epidemico is developing algorithms to help detect potential AEs reported online and also eliminate duplicate reports. It is important to use a sophisticated, natural language processing system to eliminate the noise and draw meaningful results. About 12 drugs are being monitored by WebRADR and the data will then be analyzed by the European Medicines Agency (EMA) and the companies in the WebRADR consortium. 

The ownership of such data—whether it should be the patient, the company, or regulator—is still being debated.15,22 Patient advocacy group, EURODIS, which is associated with Web-RADR and represents patients with rare diseases, recommends that all data from social media be added to EudraVigilance, the EU’s pharmacovigilance ADR database. This database is freely accessible to patients and researchers to aid signal detection. Currently, in the EU, companies are not obliged to scan social media and report AEs. However, if they do scan and find them, then they are obliged to report them to regulators. Regardless, it is mandatory for companies to monitor and report any side effects of drugs reported on their own sponsored websites.23

Drugmakers may have to reconsider their strategies for tracking AEs spontaneously, as the General Data Protection Regulation (GDPR) is set to go into effect in May. As per GDPR, the collection of any personally identifiable information (PII) by pharma would be regulated, provided the companies declare on their websites and social media properties that they are doing social listening and that the information shared by users may be used for this purpose. It is important to note that ethics-committee requirements vary from country to country and it is crucial that they also be examined so as to ensure compliance.

A good example of an ADR being identified through social media channels was the identification of “Crix belly” syndrome, also known as lipodystrophy syndrome, which results while taking antiretrovirals to treat HIV. It was detected using social media but was not identified during clinical trials, as the study duration was 48 weeks and the side effect manifested after that.15Patients themselves are screening multiple social media websites to find out more information about ADRs, and are sharing their experiences on sites such as PatientsLikeMe and 23andMe. An FDA-funded study, which analyzed 61,401 tweets, demonstrated that 4,041 (7.2%) could be classified as proto-AEs (posts that resembled AEs), which was three times the amount typically reported to the FDA by patients.24

While the agency has been firm in addressing critical issues such as a balance in reporting benefits and risks of drugs, it also established a research partnership with PatientsLikeMe in June 2015 to help monitor AE reports from patients.25 PatientsLikeMe has also partnered with UCB to create an online epilepsy community to track real-world experiences in dealing with the disease; the platform provides patients with an opportunity to directly report AEs to the FDA.26

Patient recruitment and social media

Today, 11% of clinical trials are leveraging social media for patient recruitment. Biogen Idec (now Biogen), for example, had been screening an average of six patients per week in its clinical studies. That rate reportedly shot up to 800 patients within two weeks of partnering with MyHealthTeam.27It was also interesting to note that as per a U.S. study on omni-channel recruitment outreach, apart from the benefit of significantly higher accrual speeds, it was found that the per-patient cost by direct mail was $30, versus 86 cents via the social media route.28 In addition, the opportunity cost associated with a delay per day is significant. With 37% of sites failing to meet recruitment criteria and up to 10% not recruiting a single patient during a trial, the use of social media to rapidly and cost effectively scale up patient recruitment becomes key.28

The Mayo Clinic conducted a pilot study to demonstrate that social media can be effectively used to recruit large, demographically diverse patient groups in a cost-efficient manner, which served as a key message to HCPs.29 A study of 1,516 randomly chosen tweets out of 15,346 that contained the phrase “lung cancer” demonstrated that about 18% of the tweets were about clinical trials. Interestingly, only one of the tweets provided a link to a patient recruitment website.30 With over 320 million monthly active users, Twitter could offer significant potential in driving patient recruitment.13

On the Facebook front, as the world progresses gradually toward virtual clinical trials, VERKKO, Sanofi’s successful Phase IV trial for diabetes that evaluated a wireless blood glucose meter in a remote setting, recruited 60 patients, all online through Facebook. Interestingly, the average patient age was 56, with some patients older than 70; patient satisfaction scores were 4.52 out of 5, indicating that social media is not the domain of only the young.31


Patient centricity continues to be an emerging theme in clinical research—and social media has been a key facilitator in this transformation. The dynamic between the two goes a step beyond reporting of AEs or patient recruitment, but also moves into the crowdsourcing of protocols. The first protocol to be crowdsourced with an investigational new drug approval was for Transparency Life Sciences’ antihypertensive lisinopril.32 Crowdsourcing was also used to assess the use of metformin in men with rising prostate-specific antigen after localized treatment for prostate cancer. Inputs were obtained from 43 physicians and 33 patients using Transparency’s Protocol Builder platform. As patients would provide their feedback based on their own real-life experiences, it is expected that accrual rates would be much higher, since the real needs of the patient would be addressed. Protocols for irritable bowel disease, Parkinson’s disease, and MS are also being developed using crowdsourcing.


The future

Where does pharma move from here? The biggest challenge the industry faces today is not that the value of social media is not well recognized or that the risk of AEs is deemed too high—it is how to reap the benefits of social media optimally. Clearly, the answer does not lie in listening alone, as most brands experience a steady state after listening for a while and no new incremental insights are observed. The industry’s plain, vanilla social media services are not the answer; instead, the evolving trend is more toward digital services such as mobile apps that help track drug adherence, or more complex solutions like Amazon’s Echo, a voice-enabled computer that can recite potentially lifesaving instructions for a user on say, for example, cardiopulmonary resuscitation during an emergency.34


The life sciences industry is also cognizant that today’s informed patients and caregivers are looking for more credible information and better tactics of engagement than the traditional leaflets or, more recently, the occasional tweets. Engagement through online communities, health and fitness devices, and mobile apps is what the industry is looking at today.35 Even traditional social media listening is moving into a new dimension, as pharma companies increasingly explore big data and natural language processing solutions and direct partnerships with forums such as PatientsLikeMe, with the two-pronged objective of (1) driving efficiency in the process and (2) getting real patient viewpoints.


The power of social media to transform healthcare is substantial. While the pharma industry has long suffered from social anxiety, it is increasingly opening up to the use of social media, and both HCPs and patients are becoming more cognizant of the power the communication tool wields. Watchful steps are being taken in this direction. When GSK recently conducted a search across Facebook and Twitter, the company found 21 million mentions of its products, and this data also resulted in the recall of one of its drugs. GSK worked with Epidemico to filter out irrelevant posts and to ensure compliance with FDA-reporting requirements.36

While one may think that the cost implications are considerable and it would perhaps have been best if GSK would not have mined this data, the reality is that ADRs will be identified at some point of time, resulting potentially in more severe consequences for the manufacturer and significantly more harm for the patient population. Social media thus serves as a powerful enabler for responsible pharma companies that take ownership of patient safety, for patients who want to make informed decisions and share experiences, and for HCPs who want to engage with their patients and drive mutually agreeable decisions that are in the best interest of the patient. True patient centricity is not about ignoring commercial value, but about prioritizing the patient. Social media is the game changer in that equation.

Via Plus91
Andrrey Yatsenko's insight:
Social media brings in a pragmatic component to clinical trials, supporting the world of evidence-based medicine (EBM).  -   Good  Health  fron  Good  Ideas .
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Rediscovering Leadership: Service Versus Self-Interest

Rediscovering Leadership: Service Versus Self-Interest | The World Transformation |


Whatever happened to leadership? Have all the great leaders gone from the world scene? Are leaders born, or do they emerge in appropriate circumstances?


A few years ago the London Sunday Times ran an article with the title “Whatever Happened to Real Leaders?” It read in part: “The foreign secretary was a stuffed shirt. But the prime minister was not even that: ‘he was just a hole in the air.’ The words are George Orwell’s, applied to Lord Halifax and Stanley Baldwin, in the late 1930s. What resonance they have today! . . . What the country needs is leadership, and this is true of the Western world as a whole.”


The article continued, “The gap between the desirable and the real has never been as great in this respect. As you open the newspapers or watch the television news, is there a single political leader in the West whose words you would expect to remember? Would you expect to learn anything from them? Do you expect them to do anything inspiring or creative, or even just the right thing? We have reached a real low point in leadership, lower than at any other time in recent history. . . . ‘I sowed dragons, and I reaped fleas,’ said Nietzsche.” It’s a powerful plea for the kind of leadership that can deliver humanity from the grip of its many problems and evils.

Via The Learning Factor
Andrrey Yatsenko's insight:
Rediscovering Leadership: Transformation of Thought Leader with Social media / Next Level/.
The Learning Factor's curator insight, March 19, 2013 5:35 PM

At some point each of us has the opportunity to lead. What are the principles that enable us to lead with the interests of others foremost in mind?

Rim Riahi's curator insight, March 20, 2013 2:59 AM

Whatever happened to leadership? Have all the great leaders gone from the world scene? Are leaders born, or do they emerge in appropriate circumstances?

John Michel's curator insight, March 20, 2013 8:17 PM

True leadership is and always has been a selfless action. It involves taking yourself out of the picture and considering the needs of others. It is a way of thinking that takes other people into account even when your own needs are pressing.


John Michel, experienced leader, humanitarian, visioneer, and renown status quo buster, is the author of the ground breaking book, Mediocre Me: How Saying No to the Status Quo will Propel you from Ordinary to Extraordinary. Check out his blog at or drop him a note at

Rescooped by Andrrey Yatsenko from MarketingHits!

Millennials Are the Most Marketing-Savvy Generation Ever [INFOGRAPHIC]

Millennials Are the Most Marketing-Savvy Generation Ever [INFOGRAPHIC] | The World Transformation |
Find out all about the power of conversation based on a global social media study among youngsters in this infographic by insites-consulting.

Via Brian Yanish -
Andrrey Yatsenko's insight:

New  Consulting  with  New Media  for  Development !

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Rescooped by Andrrey Yatsenko from Current Affairs!

Ukraine Crisis 2014-Must See Shocking And Horrible Images Of Ukraine Crisis 2014

Ukraine Crisis 2014-Must See Shocking And Horrible Images Of Ukraine Crisis 2014 | The World Transformation |

(adsbygoogle = window.adsbygoogle || []).push(); Shocking And Horrible Images Of Ukraine Crisis 2014 After watching such images there is been nothing to tell that something is very wrong in Ukraine.There is a very high protest is caring on by citizen of Ukraine.BBC referred this...

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The  World  Tranformation  is  beginning  in  Ukraine .

Hannah Chua's curator insight, March 8, 2014 10:17 AM

Very emotional, vivid pictures

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Your Brand: The Next Media Company and The Relevance Of Content Curation

Your Brand: The Next Media Company and The Relevance Of Content Curation | The World Transformation |

Excerpt from guest post by Michael Brito, author of "Your Brand: The Next Media Company", published on Brian Solis Blog:
"There are four fundamental truths shaping today’s digital ecosystem, which I outline in my upcoming book, Your Brand: The Next Media Company.

1. There is a content and media surplus in the market place. There’s no shortage of advertising, marketing messages, mobile devices or social interruptions trying to command our attention, daily.

2. There is an attention deficit in the minds of consumers. Our brains are finite and we can only consume a small amount of content and then actually make some sense of it.

3. Consumers’ lives are dynamic and extremely unpredictable making extremely difficult for brands to reach them with a message.

4. All consumers are influential and aid their peers down the purchase funnel.

If you are a marketer, there is absolutely nothing stopping you from creating, aggregating, and curating content and then posting it in social media channels without having a content strategy.

You can hire consultants, agencies, and even third-party journalists and bloggers using platforms like Contently or eByline to create content and campaigns on your behalf.

Your brand must become a content organization.

This is much easier said than done, of course. Here are four, very easy considerations to get you started.
1. Why...
2. What...
3. How...
4. Where...

Read full original article here:


Via Giuseppe Mauriello, Sergey Yatsenko
Andrrey Yatsenko's insight:

Content  Performance  on  Market :  Insight  and  Innovation  for  SME's  /  the  Importance  of  Intangible  Assets /.

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Welcome to the Real World - Personal and Business Development Made Easy

Introducing Gurdy.Net - the personal development website How to get the most out of life by understanding how the world really works and your place in it. Se...
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Can  You  may  create  New  Real  World ?

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Personal Development - The Real Meaning of Coincidence in Your Life Transformational life coach, Charles I. Prosper explains the real meaning of coincidence in your life. Once you understand...
Andrrey Yatsenko's insight:

Personal  Development  with  Green  Nanotechnology !

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