Monday, May 04, 2009

6 words in emerging neuro-nomenclature: “Brain Gain” says the cosmetic neurologist will see you now

At STINSON, we are keenly aware of the power of language in health care branding. On occasion nomenclature evolves that makes us sit up and take notice, as it did when our Peter Erickson saw this month’s The New Yorker article by Margaret Talbot.

What if these non-medical uses become tomorrow’s new field of medical practice?
1. “neuroenhancer”
2. “cognitive enhancer”
3. “neuorenabler”
4. “cosmetic neurology”
5. “quality-of-life consultants”
6. “neuro-society”

Neuroenhancers are perfectly suited for our efficiency-obsessed, BlackBerry-equipped office culture, writes Margaret Talbot. They make high-functioning, overcommitted people become higher-functioning and more overcommitted.

Talbot interviews one neurologist, Anjan Chatterjee of the University of Pennsylvania, who coined the phrase “cosmetic neurology” – the practice of strengthen ordinary cognitive abilities with drugs. Chatterjee predicts that some neurologists will refashion themselves as “quality-of-life consultants” to meet the demands of an aging population keen on the idea of maintaining their focus and mental agility.

Zack Lynch of NeuroInsights outlines of the coming market for neuroenhancers, referring to it as the “neuro-society.” Lynch sees improved neuroenhancers applied to boost personal competitive advantages as well as being applied to legitimate therapeutic uses.

Health care trends and their terminology are loaded with long-term implications and are likely to spark controversy, especially since our quick fix society is eager to take new drugs without first understanding the long-term side effects.

Read this fascinating article Brain Gain at

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