The recent dis­cov­ery that expe­ri­ence can change brain struc­ture and func­tion at any age has sparked numer­ous health, edu­ca­tion, and pro­duc­tiv­ity appli­ca­tions whose value and lim­i­ta­tions we are only start­ing to grasp.

Brain fit­ness has quickly become a main­stream aspi­ra­tion among baby boomers and elders, pri­mar­ily in North Amer­ica. It has fueled a grow­ing inter­est in brain fit­ness classes, brain fit­ness cen­ters, and brain fit­ness pro­grams, along with atten­dant oppor­tu­ni­ties and chal­lenges. An increas­ing num­ber of adults want use­ful tools to pro­tect cog­ni­tive health and performance—not nec­es­sar­ily to reverse aging—and what they are find­ing is an expand­ing and noisy mar­ket­place where they (and also pro­fes­sion­als) need to care­fully eval­u­ate their own needs and the avail­able options (Fer­nan­dez and Gold­berg, 2009). Read the rest of this entry »

An impres­sive recent ref­er­ence book on the future of brain care is Inte­gra­tive Neu­ro­science and Per­son­al­ized Med­i­cine, edited by Evian Gor­don and Stephen H. Koslow (Oxford Uni­ver­sity Press; $89.95).

Book descrip­tion: This book takes an in depth and hard look at the cur­rent sta­tus and future direc­tion of treat­ment pre­dic­tive mark­ers in Per­son­al­ized Med­i­cine for the brain from the per­spec­tives of the researchers on the cut­ting edge and those involved in health­care imple­men­ta­tion. The con­tents pro­vide a com­pre­hen­sive text suit­able as both a pithy intro­duc­tion to and a clear sum­mary of the “sci­ence to solu­tions” con­tin­uum in this devel­op­ing field of Per­son­al­ized Med­i­cine and Inte­gra­tive Neu­ro­science. The sci­ence includes both mea­sures of genes using whole genome approaches and SNIPS as well as BRAIN­mark­ers of direct brain func­tion such as brain imag­ing, bio­phys­i­cal changes and objec­tive cog­ni­tive and behav­ioral mea­sure­ments. More infor­ma­tion below.

—

36-Hour Offer

Dr. Evian Gor­don will speak at the upcom­ing 2011 Sharp­Brains Sum­mit: Retool­ing Brain Health for the 21st Cen­tury (March 30th — April 1st) and his firm, Brain Resource, is among Sum­mit Spon­sors. Thanks to his sup­port, we are pleased to announce the fol­low­ing offer: TEN pro­fes­sion­als who reg­is­ter to attend the 2011 Sharp­Brains Sum­mit over the next 36 hours, from now until Fri­day March 4th, 7pm US Pacific Time, will each receive a com­pli­men­tary hard­copy of the book Inte­gra­tive Neu­ro­science and Per­son­al­ized Med­i­cine. If more than ten peo­ple reg­is­ter by then, we will select ten names at random.

We are also pleased to announce the addi­tion of 12 new Speak­ers and Mod­er­a­tors to the 2011 Sharp­Brains Sum­mit — the result­ing agenda is turn­ing out to be noth­ing short of spec­tac­u­lar (in our, yes, a bit biased judgment):

• Alexan­dra More­house, CMO, AAA North California
• Dr. Evian Gor­don, CEO, Brain Resource
• Kath­leen Herath, Asst Vice Pres­i­dent, Nation­wide Insurance
• Dr. David Tal, Direc­tor, A.G.E. Mat­ters Clinic
• Paula Psyl­lakis, Senior Pol­icy Advi­sor, Ontario Min­istry of Research and Innovation
• Veronika Litin­ski, Advi­sor, MaRS Life Sci­ences and Health Care
• Dr. Joshua Stein­er­man, Assis­tant Pro­fes­sor, Albert Ein­stein Col­lege of Medicine
• Dr. Jef­frey Kaye, Direc­tor, NIA — ORCATECH
• Dr. John Rep­pas, Pol­icy Direc­tor, Neu­rotech­nol­ogy Indus­try Organization
• Dr. Justin Mar­ley, Chair Men­tal Health Infor­mat­ics Group, UK Royal Col­lege of Psychiatrists
• Dr. David Darby, Chief Med­ical Offi­cer, Cogstate
• Dr. John Hart, Med­ical Sci­ence Direc­tor, Cen­ter for Brain Health at UT-Dallas

-> Learn More and Reg­is­ter to Par­tic­i­pate in the Sum­mit Here, and get a chance at get­ting a com­pli­men­tary copy of the book Inte­gra­tive Neu­ro­science and Per­son­al­ized Med­i­cine!

Read the rest of this entry »

Mar­ian Dia­mond, UC-Berkeley: “Peo­ple fre­quently do the same level of cross­word puz­zles to stim­u­late their brains year after year. They do not chal­lenge their brains with more dif­fi­cult lev­els of puz­zles. In our research, we showed that if we chal­lenged the rats to reach their food cups by hav­ing to climb over many obstruc­tions, their brains increased more than those of rats who could walk unhin­dered to their food cups. Chal­lenge increased brain size.”

Tom War­den, All­state: “… we see the oppor­tu­nity that cog­ni­tive train­ing pro­vides as just the next evo­lu­tion of things that we can advo­cate and get behind that ulti­mately make for a bet­ter dri­ving expe­ri­ence, a safer dri­ving expe­ri­ence for peo­ple. Not only for our insureds, but to help the roads be safer for everyone…what we did is to attempt to repli­cate the results that were observed in the lab­o­ra­tory envi­ron­ment where older dri­vers who have com­pleted a good amount of train­ing, 10 hours or more of train­ing, had shown that the risk of crash could be reduced by up to about 50%.”

David White­house, OptumHealth Behav­ioral Solu­tions: “Man­aged care has not always been on the fore­front of inno­va­tion and it has been, for us, a chal­lenge and an excite­ment to think about how best to incor­po­rate the lat­est find­ings in neu­ro­science. If I was to give you the major areas that we think are impor­tant, one is the impor­tance of neu­ro­science capa­bilit­ties to improve triage, the sec­ond is the impor­tance that this has on increas­ing access to much bet­ter func­tional assess­ments and its rela­tion­ship to safety. The third is in the area of clin­i­cal deci­sion sup­port and the fourth is in brain health. First and fore­most, why is it that in every other organ we have objec­tive data of the organ itself doing its work under var­i­ous loads to help us when we need to make deci­sions about its health and dis­ease state and how best to sup­port it and intervene.”

William Reich­man, Bay­crest: “…we must do for brain health in the 21st cen­tury what we largely accom­plished in car­dio­vas­cu­lar health in the past century…that includes an increased focus not only on ter­tiary pre­ven­tion, but on pri­mary and sec­ondary prevention…approximately a year and a half ago the Ontario gov­ern­ment made a deci­sion to invest $10 mil­lion in Canada’s first cen­tre for brain fit­ness to be housed at Bay­crest at the Rot­man Research Institute.…Here in Canada I think that we’ve been able to make a com­pelling case main­tain­ing good brain fit­ness needs to be a national pri­or­ity for this coun­try and we have been engaged in dis­cus­sions with the gov­ern­ment, both fed­er­ally and provin­cially, that brain health pro­grams really need to begin in childhood.”

P Murali Doraiswamy, Duke Uni­ver­sity: “… you don’t want to walk into a gro­cery store or into a gas sta­tion and see a brain game claim­ing that they’re a neu­ro­plas­tic­ity brain game or a bot­tle of water that’s claim­ing it’s a cog­ni­tive reserve enhancer because then I think you’re going to destroy the whole field key…So I think it’s essen­tial for acad­e­mia, for indus­try, for think tanks, for even the fed­eral gov­ern­ment agen­cies such as per­haps Eng­land, US, Canada, to come together and form a set of guide­lines that can really guide the proper devel­op­ment of a lot of these prod­ucts and by prod­ucts I’m talk­ing about two types of prod­ucts. One is cog­ni­tive screen­ing instru­ments and the sec­ond is inter­ven­tion prod­ucts to either improve sort of nor­mal func­tion­ing or to increase resilience to stress or three, to pre­vent disease.”

(answer­ing to audi­ence ques­tion, “when do you believe that cog­ni­tive screen­ing may become a pretty rou­tine part of stan­dard med­ical care”) “I think it’s long overdue…the brain is the most impor­tant organ.”

—

In Jan­u­ary of 2010 Sharp­Brains pro­duced the inau­gural vir­tual, global Sharp­Brains Sum­mit on Tech­nol­ogy for Cog­ni­tive Health and Per­for­mance (Jan­u­ary 18-20th, 2010). The Sum­mit fea­tured a dream team of over 40 speak­ers who are lead­ers in indus­try and research to dis­cuss emerg­ing research, tools and best prac­tices for cog­ni­tive health and per­for­mance, and gath­ered over 250 par­tic­i­pants in 16 countries.

Are you inter­ested in what over 40 lead­ing sci­en­tists, clin­i­cians, exec­u­tives and tech­nol­o­gists have to say about the lat­est Tech­nol­ogy for Cog­ni­tive Health and Per­for­mance? Want to hear how they responded to more than 200 audi­ence ques­tions? You can Learn more Here (full tran­scripts are now avail­able). Sharp­Brains read­ers can get a 15% dis­count Read the rest of this entry »

You can see speak­ers and agenda by click­ing on Sharp­Brains Sum­mit. Please reg­is­ter if you are inter­ested in par­tic­i­pat­ing: Jan­u­ary 18-20th 2010 (Pacific Time).

• Con­fer­ence: Jan­u­ary 18-19th. 9–10 pan­els to dis­cuss Mar­ket and Research Insights,  together with online discussions.
• Expo Day: Jan­u­ary 20th. Prod­uct demos by Sponsors.

Con­firmed speak­ers and themes:

Mon­day, Jan­u­ary 18th, 2010:

Cog­ni­tion and Neu­ro­plas­tic­ity: The New Health­care Frontier

• Alvaro Fer­nan­dez, CEO, SharpBrains
• David White­house, Chief Med­ical Offi­cer, OptumHealth Behav­ioral Solutions
• William Reich­man, Pres­i­dent, Baycrest
• P Murali Doraiswamy, Bio­log­i­cal Psy­chi­a­try Divi­sion Head, Duke University

Tools for Safer Dri­ving: Teenagers and Older Adults

• Steven Aldrich, CEO, Posit Science
• Peter Chris­tian­son, Pres­i­dent of Young Dri­vers of Canada
• Jerri Edwards, Assoc. Pro­fes­sor Uni­ver­sity of South Florida

Clin­i­cal Appli­ca­tions: Research­ing, Iden­ti­fy­ing, Treat­ing Cog­ni­tive Deficits

• Keith Wesnes, Prac­tice Leader, United BioSource Corporation
• Jonas Jendi, CEO, Cogmed
• Michel Noir, Pres­i­dent, Sci­en­tific Brain Training
• Elkhonon Gold­berg, Chief Sci­en­tific Advi­sor, SharpBrains

Read the rest of this entry »

(Editor’s note: this arti­cle belongs to the excel­lent May 2009 spe­cial issue on Aug­ment­ing Cog­ni­tion of sci­en­tific jour­nal Fron­tiers in Neu­ro­science, Vol­ume 3, Issue 1. You can order this issue, for 50 euros, here. Highly rec­om­mended for sci­en­tists and tech­ni­cal read­ers inter­ested in the sci­ence. This arti­cle, an indus­try overview, is repro­duced here with autho­riza­tion by the Fron­tiers Research Foun­da­tion).

Prepar­ing Soci­ety for the Cog­ni­tive Age

- By Alvaro Fernandez

Ground­break­ing cog­ni­tive neu­ro­science research has occurred over the last 20 years — with­out par­al­lel growth of con­sumer aware­ness and appro­pri­ate pro­fes­sional dis­sem­i­na­tion. “Cog­ni­tion” remains an elu­sive con­cept with unclear impli­ca­tions out­side the research community.

Ear­lier this year, I pre­sented a talk to health care pro­fes­sion­als at the New York Acad­emy of Med­i­cine, titled “Brain Fit­ness Soft­ware: Help­ing Con­sumers Sep­a­rate Hope from Hype”. I explained what com­put­er­ized cog­ni­tive assess­ment and train­ing tools can do (assess/enhance spe­cific cog­ni­tive func­tions), what they can­not do (reduce one’s “brain age”) and the cur­rent uncer­tain­ties about what they can do (i.e., delay Alzheimer’s symp­toms). At the same sym­po­sium, Dr. Gary Kennedy, Direc­tor of Geri­atric Psy­chi­a­try at Mon­te­fiore Med­ical Cen­ter, pro­vided guid­ance on why and how to screen for exec­u­tive func­tion deficits in the con­text of dementia.

I could per­ceive two emerg­ing trends at the event: 1) “Aug­ment­ing Cog­ni­tion” research is most com­monly framed as a health­care, often phar­ma­co­log­i­cal topic, with the tra­di­tional cog­ni­tive bias in med­i­cine of focus­ing on detec­tion and treat­ment of dis­ease, 2) In addi­tion, there is a grow­ing inter­est in non-invasive enhance­ment options and over­all lifestyle issues. Research find­ings in Aug­ment­ing Cog­ni­tion are only just begin­ning to reach the main­stream mar­ket­place, mostly through health­care chan­nels. The oppor­tu­nity is immense, but we will need to ensure the mar­ket­place matures in a ratio­nal and sus­tain­able man­ner, both through health­care and non-healthcare channels.

In Jan­u­ary 2009, we polled the 21,000 sub­scribers of Sharp­Brains’ mar­ket research eNewslet­ter to iden­tify atti­tudes and behav­iors towards the “brain fit­ness” field (a term we chose in 2006 based on a num­ber of con­sumer sur­veys and focus groups to con­nect with a wider audi­ence). Over 2,000 decision-makers and early adopters responded to the survey.

One of the key ques­tions we asked was, “What is the most impor­tant prob­lem you see in the brain fit­ness field and how do you think it can be solved?”. Some exam­ples of the sur­vey free text answers are quoted here, together with my suggestions.

Most impor­tant prob­lems in the brain fit­ness field

Pub­lic aware­ness (39%): “To get peo­ple to under­stand that hered­ity alone does not decide brain func­tion­ing”. We need to ramp up efforts to build pub­lic aware­ness and enthu­si­asm about brain research, includ­ing estab­lish­ing clear links to daily liv­ing. We can col­lab­o­rate with ini­tia­tives such as the Dana Foundation’s Brain Aware­ness Week and use the recent “Neu­ro­science Core Con­cepts” mate­ri­als devel­oped by the Soci­ety for Neu­ro­science to give talks at schools, libraries and workplaces.

Claims (21%): “The lack of stan­dards and clear def­i­n­i­tions is very con­fus­ing, and Read the rest of this entry »

Dr. Elkhonon Gold­berg and I, co-authors of The Sharp­Brains Guide to Brain Fit­ness, will cover the main high­lights from our new book and address the ques­tions sub­mit­ted by read­ers.
When: Tues­day July 21st, 10am Pacific Time; 1pm East­ern Time.

How to Reg­is­ter: Click HERE for more infor­ma­tion and to Reg­is­ter.
Title: The Sharp­Brains Guide to Brain Fit­ness:
18 Inter­views with Sci­en­tists, Prac­ti­cal Advice, and Prod­uct Reviews, to Keep Your Brain Sharp

Book descrip­tion: While most of us have heard the phrase “use it or lose it,” very few under­stand what “it” means, or how to prop­erly “use it” in order to main­tain brain func­tion and fit­ness. The Sharp­Brains Guide to Brain Fit­ness is an invalu­able guide that helps read­ers nav­i­gate grow­ing brain research and iden­tify the lifestyle fac­tors and prod­ucts that con­tribute to brain fit­ness. By gath­er­ing insights from eigh­teen of the world’s top sci­en­tists and offer­ing tools and detailed descrip­tions of over twenty prod­ucts, this book is an essen­tial guide to the field of brain fit­ness, neu­ro­plas­tic­ity and cog­ni­tive health.

An acces­si­ble and thought-provoking read, The Sharp­Brains Guide to Brain Fit­ness edu­cates life­long learn­ers and pro­fes­sion­als in health­care, edu­ca­tion, busi­ness, etc., on emerg­ing trends and fore­casts of what the future will hold.

To order book via Amazon.com:

- Print book ($24.95): click Here
– Kin­dle ver­sion ($9.99): click Here

The Longevity Div­i­dend is a the­ory that says we hope to inter­vene sci­en­tif­i­cally to slow the aging process, which will also delay the onset of age-related dis­eases. Delay­ing aging just seven years would slash rates of con­di­tions like can­cer, dia­betes, Alzheimer’s dis­ease and heart dis­ease in half. That’s the longevity part.

The div­i­dend comes from the social, eco­nomic, and health bonuses that would then be avail­able to spend on schools, energy, jobs, infra­struc­ture tril­lions of dol­lars that today we spend on health­care ser­vices. In fact, at the rate we’re going, by the year 2020 one out of every $5 spent in this coun­try will be spent on health­care. Obvi­ously, some­thing has to change.

Enter the Longevity Div­i­dend. The Longevity Div­i­dend doesn’t sug­gest that we live longer; instead, it calls for liv­ing bet­ter. The idea is that if we use sci­ence to increase healthspan, not lifes­pan. In other words, tomor­rows 50-year-old would have the health pro­file of a 43-year-old.

It might sound like sci­ence fic­tion, but, in fact, it’s quite pos­si­ble. We’re already doing it in some ani­mal mod­els using genetic and dietary inter­ven­tions, tech­niques related to what sci­en­tists call “the biol­ogy of aging.”

Get­ting there in humans, how­ever, means embrac­ing an entirely new approach to our think­ing about dis­ease and aging, and how we con­duct sci­en­tific research into the two.

Get­ting Sci­en­tists’ Attention

A group of emi­nent researchers first pro­posed the Longevity Div­i­dend in a 2006 arti­cle pub­lished in The Sci­en­tist. The authors, S. Jay Olshan­sky, PhD, pro­fes­sor of epi­demi­ol­ogy and bio­sta­t­ics at the Uni­ver­sity of Illi­nois in Chicago, Daniel P. Perry, exec­u­tive direc­tor of the Alliance for Aging Research in Wash­ing­ton, DC, Richard A. Miller, MD, PhD, pro­fes­sor of pathol­ogy at the Uni­ver­sity of Michi­gan in Ann Arbor, and Robert N. But­ler, MD, pres­i­dent and CEO of the Inter­na­tional Longevity Cen­ter in New York, intended their essay to be a “gen­eral state­ment to sci­en­tists about the need for a par­a­digm shift in the way we think about aging and disease.

The researchers also met with U.S. sen­a­tors who served on the Sen­ate com­mit­tee that over­saw the bud­get for the National Insti­tutes of Health (NIH). “We told them we believed Read the rest of this entry »

Our first book is avail­able in Amazon.com!

After sev­eral meet­ings with Dr. Gold­berg, who kindly responded to my ini­tial unso­licited let­ter, we decided to part­ner and cre­ate Sharp­Brains with a mis­sion to “to pro­vide indi­vid­u­als, com­pa­nies and insti­tu­tions with inde­pen­dent, high-quality, research-based, infor­ma­tion and guid­ance to nav­i­gate the grow­ing cog­ni­tive health and brain fit­ness market.”

Since then, we have launched one of the most pop­u­lar brain web­sites, blogs and newslet­ters, two annual mar­ket reports that have become the stan­dard in our field, a life­long learn­ing cur­ricu­lum taught in mul­ti­ple uni­ver­si­ties, and we are now pleased to bring to you our first book. We hope you enjoy it.

Book descrip­tion: While most of us have heard the phrase “use it or lose it,” very few under­stand what “it” means, or how to prop­erly “use it” in order to main­tain brain func­tion and fit­ness. The Sharp­Brains Guide to Brain Fit­ness is an invalu­able guide that helps read­ers nav­i­gate grow­ing brain research and iden­tify the lifestyle fac­tors and prod­ucts that con­tribute to brain fit­ness. By gath­er­ing insights from eigh­teen of the world’s top sci­en­tists and offer­ing tools and detailed descrip­tions of over twenty prod­ucts, this book is an essen­tial guide to the field of brain fit­ness, neu­ro­plas­tic­ity and cog­ni­tive health. An acces­si­ble and thought-provoking read, The Sharp­Brains Guide to Brain Fit­ness edu­cates life­long learn­ers and pro­fes­sion­als in health­care, edu­ca­tion, busi­ness, etc., on emerg­ing trends and fore­casts of what the future will hold.

Praise for the book

“Finally, an insight­ful and com­plete overview of the sci­ence, prod­ucts and trends to debunk old myths and help us all main­tain our brains in top shape. A must-read for every­one with a brain – an instant clas­sic.”
—Glo­ria Cavanaugh, for­mer Pres­i­dent & CEO of the Amer­i­can Soci­ety on Aging and found­ing Board mem­ber of the National Alliance for Caregiving

“The Sharp­Brains Guide to Brain Fit­ness offers a valu­able and stim­u­lat­ing blue­print for any­one who wants to grow older sus­tain­ably — that is, with sound mind and good humor. Fer­nan­dez and Gold­berg are the pio­neers we’ve been wait­ing for to help us do exactly that. Buy­ing this book is the ulti­mate no-brainer.“
—Joel Makower, Exec­u­tive Edi­tor, GreenBiz.com, and author, Strate­gies for the Green Economy

“A mas­ter­ful guide to the brain train­ing rev­o­lu­tion. Promises to stim­u­late a much needed con­ver­sa­tion that will nudge soci­ety to build a new brain fit­ness cul­ture on solid, research-based, foun­da­tions.“
—P. Murali Doraiswamy MD, Pro­fes­sor of Psy­chi­a­try, Duke Uni­ver­sity and Co-author of The Alzheimer’s Action Plan

“Our cur­ricu­lum and research cir­cle will begin sum­mer work by read­ing The Sharp­Brains Guide to Brain Fit­ness, a much-needed new resource to help us bet­ter under­stand our brains and minds and how to nour­ish them through life.“
—Susan E. Hoff­man, Direc­tor, Osher Life­long Learn­ing Insti­tute at UC Berkeley

“All of us research­ing healthy brain func­tion owe Sharp­Brains a debt of grat­i­tude for pro­mot­ing a science-based approach to brain health edu­ca­tion and offer­ing an unbi­ased view of the land­scape. Now, with The Sharp­Brains Guide to Brain Fit­ness, Alvaro Fer­nan­dez and Dr. Elkhonon Gold­berg serve up plen­ti­ful food for thought to sat­isfy the grow­ing num­ber of adults who are hun­gry for a healthy mind.“
—Joshua R. Stein­er­man, M.D., Assis­tant Pro­fes­sor of Neu­rol­ogy and Direc­tor of the Neu­rode­gen­er­a­tive Dis­ease Clin­i­cal Tri­als Pro­gram at Albert Ein­stein Col­lege of Med­i­cine, Mon­te­fiore Med­ical Center

“I am a neu­ro­sur­geon and have a great inter­est in the rapidly advanc­ing field of neu­ro­science, espe­cially the areas of neu­ro­ge­n­e­sis and neu­ro­plas­tic­ity. New devel­op­ments hap­pen so fast that it is dif­fi­cult to keep up. This book by Alvaro Fer­nan­dez and Elkhonon Gold­berg offers a spec­tac­u­lar intro­duc­tion to the field, valu­able both to the pub­lic at large and health­care pro­fes­sion­als.“
—Guy Otis Daniel­son III, MD, Pres­i­dent of the Neu­ro­Care Net­work Tyler, Texas

“Finally, a book that makes sense out of the con­fus­ing brain fit­ness move­ment! I believe brain fit­ness could very well be the next big thing. Baby boomers like me are get­ting older and we want to stay men­tally sharp, main­tain if not strengthen our cog­ni­tive skills, and above all avoid men­tal decline and Alzheimer’s dis­ease. Unfor­tu­nately, there’s been many con­flict­ing claims and con­fus­ing prod­ucts that has made it dif­fi­cult for me and thou­sands of oth­ers peo­ple to decide just what we should do. Sharp­Brains’ guide is an hon­est, clearly writ­ten exam­i­na­tion of brain fit­ness con­cepts, the under­ly­ing sci­ence, and the best prod­ucts and ser­vices out there. It’s a first-class, pio­neer­ing resource that sum­ma­rizes all I need to know about how to stay sharp for many more years.“
—David Bun­nell, founder of PC, PC World, Mac­world and BioWorld

Con­tinue read­ing about (and order!) The Sharp­Brains Guide to Brain Fit­ness: 18 Inter­views with Sci­en­tists, Prac­ti­cal Advice, and Prod­uct Reviews, to Keep Your Brain Sharp

Ben Sawyer and I just agreed to cre­ate a new Cog­ni­tive Health track –Pow­ered by Sharp­Brains– at the 5th Annual Games for Health Con­fer­ence. I will host the 11-session track, cov­er­ing a vari­ety of cog­ni­tive health and brain fit­ness top­ics and an overview of Sharp­Brains’ upcom­ing report The State of the Brain Fit­ness Soft­ware Mar­ket 2009.

When and where: June 11-12th at the Hyatt Har­bor­side Hotel in Boston, MA.

Con­text: The Games for Health Con­fer­ence is pro­duced by The Seri­ous Games Ini­tia­tive and sup­ported by the Robert Wood John­son Foun­da­tion. The con­fer­ence brings together researchers, med­ical pro­fes­sion­als, decision-makers at health­care and insur­ance providers, inno­va­tors and game devel­op­ers. I have attended a few times, and have always been impressed by the cal­iber of both speak­ers and every­one in the audi­ence. Really a very good crowd.

Some options to participate?

1) Attend: The cur­rent price is $379, with a 15% dis­count if you use code “sharp09” (with­out quo­ta­tion) when you reg­is­ter Here. Spe­cial price for stu­dents is $200.

Please note that the Cog­ni­tive Health track is being sched­uled now — we will announce the detailed agenda dur­ing the month of May.

2) Speak: We are look­ing for inno­va­tors, researchers and decision-makers who would like to speak about their ongo­ing projects related to the use of games and other computer-based tech­nolo­gies for cog­ni­tive health.

If inter­ested, please Con­tact Us, by May 1st, a cou­ple of para­graphs sum­ma­riz­ing a) your project, bio and orga­ni­za­tion, b) what key lessons learned and impres­sions you would share if given 20 minutes.

3) Advertise/ Sponsor/ Exhibit: To inquire about options, please con­tact Beth Bryant, one of the con­fer­ence orga­niz­ers, at bbryant at dmill.com

We are proud to col­lab­o­rate with The Games for Health Con­fer­ence and expand the Cog­ni­tive Health dialogue!

If you sub­scribe to our monthly newslet­ter, you may remem­ber we ran a sur­vey in Jan­u­ary. Well, the response rate and the qual­ity of the responses were noth­ing short of spec­tac­u­lar, in many dimen­sions. The responses from over 2,000 par­tic­i­pants (out of 21,000 sub­scribers) rein­force the need for pub­lic aware­ness ini­tia­tives and qual­ity infor­ma­tion to help eval­u­ate and nav­i­gate prod­uct claims.

I have been pre­sent­ing the results from one of the ques­tions (see below), yes­ter­day at the ASA/ NCOA (Amer­i­can Soci­ety on Aging) event, today at IHRSA (Inter­na­tional Health, Rac­quet and Sports­club Asso­ci­a­tion), as part of more com­pre­hen­sive pre­sen­ta­tions of what is going on in the brain fit­ness and cog­ni­tive health field.

An obvi­ous impli­ca­tion for the sur­vey result rein­forces the need for brain-related pub­lic aware­ness cam­paigns such as the ongo­ing Brain Aware­ness Week. Every year, land­mark research find­ings open new oppor­tu­ni­ties to help main­tain life­long cog­ni­tive health and brain fit­ness. The oppor­tu­nity is immense — but we will need to ensure the mar­ket­place matures in a ratio­nal and sus­tain­able man­ner, help­ing con­sumers and pro­fes­sion­als sep­a­rate hope from hype and make informed decisions.

Robin Klaus, Chair­man of Club One Fit­ness Cen­ters (the com­pany is a client, he is an advi­sor), just gave us a nice quote say­ing that “as our pop­u­la­tion ages the fields of phys­i­cal fit­ness and brain fit­ness will nat­u­rally merge and, as this hap­pens, a whole new field of val­ued added ser­vices will emerge for our mem­bers. High qual­ity infor­ma­tional resources such as Sharp­Brains’ are cru­cial to the suc­cess of this merger.”

The Sur­vey: Results to Key Question

Asked, “What is the most impor­tant prob­lem you see in the brain fit­ness field and how do you think it can be solved?” respon­dents iden­ti­fied the fol­low­ing six prob­lems in rank order:

#1: Pub­lic Aware­ness (39%)
– “Get­ting peo­ple to under­stand that hered­ity alone does not decide brain func­tion­ing.“
– “An expec­tant pub­lic will first want to believe that a “mir­a­cle” drug is to be soon avail­able (to pre­vent Alzheimer’s Disease).”

#2: Nav­i­gat­ing Claims (21%)
- “How to sep­a­rate mar­ket­ing hype from stuff that really works?“
– “The lack of stan­dards and clear def­i­n­i­tions is very con­fus­ing, and makes a lot of peo­ple sceptical.”

#3: Research (15%)
– “Deter­min­ing what activ­i­ties are most ben­e­fi­cial to Read the rest of this entry »