Timely diagnosis and treatment are vital for stroke patients, often determining the difference between full recovery and permanent disability. Radiography plays an essential role in this diagnostic process and more medical scenarios, providing professionals with rapid access to high-quality images necessary for deciding on a patient's treatment course.

While speed is critical, accuracy is equally important. Unlike humans, Artificial intelligence (AI) systems do not suffer from fatigue or lapses in memory and offer consistent, high-quality analysis that reduces missed diagnoses and provides radiologists with a dependable safety net.

AI triage systems represent an advanced technological solution to prioritise and interpret medical images. These systems evaluate imaging data, rank cases based on urgency, and identify anomalies using sophisticated machine-learning algorithms. One of the most significant benefits is their ability to optimise radiology workflows. Traditionally, radiologists have been burdened with a high volume of imaging studies, leading to potential delays in diagnosis and treatment. AI triage systems address this by automatically prioritising and categorising images, ensuring that urgent cases receive timely attention.

Trained on extensive datasets, AI triage systems can detect patterns that may elude the human eye, thus serving as a valuable second opinion and reducing the likelihood of diagnostic errors. Research has demonstrated that AI-assisted diagnosis can enhance detection rates for various conditions, including cancers, fractures, and cardiovascular diseases. By augmenting radiologists' expertise, AI triage systems contribute to more accurate and reliable diagnoses, ultimately improving patient care.

The integration of AI triage systems brings about significant changes in the workflow and responsibilities within radiology departments, extending beyond mere technological advancements. With AI handling repetitive and time-consuming tasks such as initial image sorting and preliminary analysis, radiologists can focus on more complex cases and devote more time to patient care.

The use of AI in medical diagnosis raises questions about accountability and the ethical implications of AI-driven decisions; clear guidelines and regulations are needed to address these concerns and ensure that AI is used responsibly. While AI triage systems have many benefits, there are drawbacks to their implementation. Serious concerns are related to technical matters including data security, system integration, and dependability. To be implemented successfully, AI triage systems must integrate seamlessly with the current Picture Archiving and Communication Systems (PACS) and preserve the security of patient information.

The current impediments to the use of AI tech will probably decrease as these systems become more advanced and integrate more seamlessly into radiology workflows. AI is becoming more and more popular in radiology on a global scale, with different countries embracing new technologies at different rates. It is anticipated that as more healthcare facilities come to understand the benefits of AI triage systems, their use will increase and enhance healthcare results globally.

In summary, AI triage systems offer a transformative approach to radiology by enhancing the speed and accuracy of diagnoses, optimising workflows, and allowing radiologists to focus on complex cases. While challenges related to technical integration, data security, and ethical considerations exist, the continued advancement and adoption of AI technologies promise significant improvements in patient care and overall healthcare efficiency.

As the healthcare industry continues to evolve, AI triage systems are poised to play an increasingly vital role in shaping the future of medical imaging and diagnostics.

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HIV/AIDS was once seen as a death sentence. The diagnosis that was whispered in fear and despair has undergone a transformative journey of its own in the past three decades. Much of this shift in perception can be attributed to the power of health marketing and the personal experiences of individuals who refused to let the stigma surrounding the disease define their lives.

Dr. Jens Van Roey’s life took an unexpected turn on a crisp autumn morning in 1988 when he received a phone call that delivered sombre news; he was now HIV-positive. The former Director of Global Clinical Development and Global Public Health at Johnson & Johnson saw his diagnosis as a harbinger of a life filled with health challenges. Still, it also marked the beginning of his journey as an advocate, committed to dispelling the stigma surrounding the disease, pioneering innovative methods to prevent its transmission, and championing equitable treatment for all — starting with himself.
To Van Roey, being HIV-positive was “not a death sentence, but a call to live fully,” says Alvaro Bermejo, former Executive Director of the International HIV/AIDS Alliance (now Frontline AIDS). Remembering his legacy, Bermejo, whom Van Roey mentored, highlighted how he forged the path as an activist researcher and a person living with HIV. “Jens dedicated his life to breaking the silence, informing communities, and researching (treatments).”

After 35 years of working tirelessly to address systemic discrimination and lack of institutional support facing people with HIV/AIDS, Van Roey passed away in September 2023. His last project was working on the dapivirine ring, a silicone vaginal ring to protect women from HIV infection.

In the battle against stigmatised diseases, the human experience is a powerful catalyst for change. Health marketing is the how.

The evolution of health marketing

In the past, health marketing primarily revolved around promoting pharmaceuticals and medical products. Today, health marketing has transitioned from being product-centric to patient-centric, placing a strong emphasis on patient empowerment, education, and engagement.

Data-driven insights have become central to health marketing strategies. Advanced analytics and data-driven approaches enable health marketers to target specific populations effectively and deliver personalised health messages. Additionally, health marketing promotes regular check-ups and screenings, reinforcing the importance of preventative medicine. A notable example is the "Know Your Numbers" campaign in the UK, which offers free testing and uses data analytics to encourage people to monitor their blood pressure and cholesterol levels.

Hypertension is the main factor causing heart attacks and strokes. Over one-third of adults in England have high blood pressure, but three in 10 of those don’t know they have it. "We believe every adult in the UK should know their blood pressure numbers in the same way they know their height and weight,” says Hemini Bharadia, Marketing Manager for Blood Pressure UK. “Home blood pressure monitoring is an effective and inexpensive way to manage your blood pressure and the evidence behind it continues to get stronger. It takes the pressure off the NHS at the same time, and it really can save lives.”

Since its launch, 1.5 million people across the country have had a free blood pressure check through this campaign, and the data is then shared with GPs to flag high-risk patients. Blood Pressure UK also partners with private insurance providers to circulate business toolkits to normalise health-related conversations at the workplace.

From TV to TikTok: destigmatising mental health issues

Health marketing has also played a significant role in bringing mental health issues into the mainstream. Amid South Korea's alarming youth mental health crisis, characterised by academic stress, bullying, and a staggering suicide rate, researchers from Yonsei University explored the role of TV public service announcements (PSAs) in reshaping perceptions.

They analysed a 16-day PSA campaign aimed at suicide prevention and its impact on calls to a crisis hotline. The study found that during the campaign, hotline calls increased by 1.6 times, demonstrating its potential. However, they identified challenges in sustaining momentum post-campaign. "The results of our study point to a need to run longer TV PSA campaigns on a larger budget,” Dr. In Han Song, Chair of the Department of Social Welfare, Director of the Center for Social Responsibility at Yonsei University said in a press release.

More recently, TikTok has joined forces with the non-profit organisation Mental Health Korea and the National Center for Mental Health to champion the mental health of the country's youth. Their collaboration is geared towards promoting correct mental health information dissemination, creating a stigma-free online environment, and amplifying awareness of mental health resources. The platform is also actively working on a feature to limit daily screen time to 60 minutes for users under 18.

Hashtag activism and preventative medicine

Health marketing has worked toward normalising preventative medicine. In a striking example of social media's power in health marketing, the World Health Organization (WHO) harnessed the global appeal of K-pop sensation BTS to promote mask-wearing during the COVID-19 pandemic.

WHO Director-General Tedros Adhanom Ghebreyesus's tweet thanking BTS for their support in mask-wearing, as part of their single "Dynamite," became the most-shared tweet of its kind. A new Dartmouth-led study analysed this phenomenon and revealed that these K-pop-infused tweets with hashtags including #BTS and #BlackPink were over 100 times more viral than their non-K-pop counterparts.

Notably, the impact was most significant in regions underserved by Western organisations, emphasising the potential for pop culture and social media collaboration to reshape global health narratives and behaviours. “With the COVID-19 pandemic, government health agencies often became targets of partisan politics that challenged public health messages,” says Ho-Chun Herbert Chang, an assistant professor of quantitative social science at Dartmouth. “If government officials and opinion leaders can leverage entertainers who are perceived as neutral third parties, this creates a powerful driving force for getting a public message out.”

 

Global Impact: 3 Case Studies in Focus The impact of health marketing is not limited to a specific region; it extends across the globe. Australia's Don't Wait Until It's Too Late campaign encourages early cancer detection through regular check-ups, ultimately saving lives by catching the disease at an earlier, more treatable stage. After sub-Saharan Africa, Asia-Pacific is the region with the largest number of people living with HIV, and Thailand accounts for about 9 per cent of that. A free condom campaign in the early 1990s helped to rapidly reduce new cases of HIV infection in Thailand and led to a massive spike in condom use from 14 per cent in early 1989 to over 90 per cent since 1992. India's "Eat Right" campaign is an expansive government-led initiative that promotes healthy eating habits, good nutrition, and food safety for a nation with wide-ranging and diverse health concerns. With about 100 million cases of food-borne diseases reported every year, and unsafe food costing the country an estimated US$15 billion a year, the campaign’s focus is for rural and urban Indian residents to take control of their health through better food choices.

Having evolved into a potent tool for reshaping societal perceptions of diseases and promoting preventative medicine, health marketing is increasingly encouraging individuals to take charge of their health and well-being — with and without celebrity endorsements.

Back to Management

The fight against obesity is entering a promising new phase with GLP-1 drugs like Wegovy and Saxenda, transforming the weight-loss landscape. As the number of obese individuals continues to increase worldwide, these drugs not only offer hope to millions but also present a burgeoning investment opportunity.

Worldwide adult obesity has more than doubled since 1990. Hovering above 40 per cent, the US had one of the world’s highest national share of people with a body mass index (BMI) value above 30 in 2022. Three decades ago, it was slightly under 20 per cent. Worryingly, there are no signs that the prevalence of the health condition will abate in the foreseeable future. Beyond the US shores, the number of obese individuals worldwide is expected to further rise from 980 million to nearly 2 billion from 2022 to 2035. This reflects an increase of 14 per cent of the world’s population to almost 25 per cent during the same period.

Revolution in treatment: GLP-1 drugs

Originally developed for diabetes, GLP-1 drugs are now on the frontline of the obesity battle. Not only do they promise to help individuals with their weight loss, but they may also reduce risks of associated diseases like diabetes and stroke. The popularity of the therapies is also driven by a flurry of activity on social media platforms, with users documenting their transformative weight-loss experiences using GLP-1.

Demand is further supported by the establishment of affordable insurance coverage in the US, where over 70 per cent of the population is overweight or obese. Research is also currently assessing the blockbuster drugs’ potential in reducing inflammation in other vital organs. Leading the market are Eli Lilly and Novo Nordisk, whose drugs like Wegovy, Saxenda, and the newly launched Zepbound, have shown impressive results.

While most US adults have reportedly heard at least ‘a little’ about this new class of GLP-1 drugs, very few of the surveyed had admitted to currently taking a prescription drug for weight loss. As a recent survey conducted by US non-profit organisation Kaiser Family Foundation has revealed, only four per cent admittedly took a prescription drug to lose weight at the time of the survey (H2 2023). Furthermore, one in ten reported that they had previously taken prescription drugs for weight loss but were not using them anymore for a variety of reasons.

The reasons may include the natural plateauing of the body at a certain weight, leading some people to believe that the drugs are no longer effective, uncomfortable side effects experienced by some users (e.g. diarrhoea and nausea), or shortage of the drugs. Given that about nine in 10 US adults (87 per cent) claimed that they have never taken any prescription weight-loss drugs, there may still be further market penetration in the US.

Investment landscape and market dynamics

The economic potential of anti-obesity drugs is enormous, with the market expected to reach US$100 billion by 2030. Against the backdrop of a global prevalence of nearly one billion obese patients, some of whom may require treatment, the current demand far outstrips supply. This has the consequence of leading to shortages and an increase in black-market sales. For instance, worries have surfaced among some medical doctors that a few of their patients (or people who may not have the medical need) may simply switch physicians or resort to dangerous sources for black-market products to satisfy their needs. This mismatch presents a clear signal to investors about the urgency and profitability of expanding production capabilities.

As far as the causes of obesity are concerned, some studies have shown that there are at least 15 genes that may cause obesity, which explains the expanding waistline experienced by some individuals. Other factors include the lack of physical activity, unhealthy eating behaviours, not getting enough good-quality sleep, elevated stress levels, some drugs (e.g. antidepressants or insulin), and the presence of existing illnesses like Cushing’s disease, hypothyroidism, and Prader-Willi syndrome.

For example, a study that weighed and compared portions from 11 eateries in Philadelphia and Paris has revealed that the average size of food portions in the American city is four times larger than that in the French one. Therefore, it is not surprising that a 2024 survey carried out by Pew Research Center has revealed that 57 per cent of the surveyed US adults (over 10,000) have identified diet as the key factor affecting a person’s weight by ‘a great deal’ in comparison with 29 per cent who cited ‘quite a bit’.

Deep dive into financials and future projections

Eli Lilly and Novo Nordisk have already invested heavily, planning capital expenditures of approximately US$30 billion by 2026 to expand their manufacturing capacity. However, the global demand suggests that even these massive investments may not fully meet the needs, pointing to high returns for early investors. The stock performance of these companies has reflected this growth potential, with significant gains since the introduction of these drugs.

Investor's corner: weighing risks and rewards

While the outlook is promising, investors should consider potential risks. Regulatory changes, market saturation, and the development of new treatments could all impact future returns. Additionally, the ethical and health implications of widespread use of these drugs could invite stricter regulations.

Role of smaller players and new entrants

While large pharmaceutical companies like Eli Lilly and Novo Nordisk currently dominate the global obesity market, there is room for other companies to innovate and capture niche markets, potentially offering lucrative returns for investors willing to count on these emerging players.

Conclusion

As the battle against obesity intensifies, the economic implications are profound. Investors looking for the next big thing in healthcare might find it in anti-obesity drugs, which not only promise to improve millions of lives but also offer substantial economic returns. With strategic investment, the financial rewards could be as substantial as the health benefits.

Granted, there are holistic approaches that could help individuals to keep their weight in check, including adhering to a well-balanced diet, adopting regular exercise, and managing stress and anxiety levels. But the fact of the matter is that some patients may need initial help to change their situation and develop the self-discipline and willpower that are key to longer-term healthy living. For this reason, weight-loss drugs like Wegovy and others have gained traction among those seeking to manage their health better.

As the 2024 survey by PEW Research Center has divulged, as many as 65 per cent of US adults – particularly among women and older individuals – are of the opinion that willpower alone is not enough to reduce weight. In other words, the boom in popularity of Wegovy and other weight-loss drugs in combination with lifestyle changes offers a potential turning point in the fight against this mounting health threat and economic burden.

After all, overweight or obese people face a higher risk of developing health conditions, such as coronary heart disease, hypertension, sleep apnoea, strokes, and type 2 diabetes.

For these reasons, the prospects for the weight-loss market remain bright, not least because valuations remain compelling.

Dr. Damien Ng is the Next Generation Research Analyst at Julius Baer.

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