The Cure for Alzheimer’s?

arteries of the brain

In today’s times, scientists are constantly doing extensive research to find ways to treat some of the world’s most infamous diseases. More and more discoveries are being made these days. And late last year a discovery was made that may hold the key to finding the cure for Alzheimer’s.

Meghan Mott says that in the University of Rochester Medical Centre in New York, a research team was going through an investigation into how the brain gets rid of waste (http://nih.gov). Up until now it was understood that cerebrospinal fluid cleanses the brain tissue. But scientists were baffled as to how this process works. Up until now scientists believed that waste in the brain was transferred out via the long process of diffusion.

A previously undiscovered cleaning system

But this research team discovered that cerebrospinal fluid travels through the brain in an entirely different manner. Up until now scientists could only observe the brain tissue of animals that were already dead. But while conducting the research, this team used a process called 2-photon laser scanning microscopy to observe the cerebrospinal fluid in the brains of mice. This is a new method and it allowed the scientists to observe the brains of living mice. They injected tracers into the brain in the region where cerebrospinal fluid exists. They found that the tracers moved at a quicker rate than expected through channels surrounding the blood vessels. These channels are cells which surround the blood vessels and they are known as astrocytes.

Astrocytes are types of cells known as glial cells – which are types of cells that support neurons. By way of small appendages they can latch onto the blood vessels like an extra layer. And it is through this layer that the cerebrospinal fluid travels. It meant that scientists now know that the brain gets rid of waste in a similar manner to the lymphatic system in our bodies which exists to dispose of dead blood cells. They called this newly discovered system the ‘glymphatic system’ because it is a similar system to the lymphatic system and it is managed by these glial cells.

Scientists discussed the idea that problems in the glymphatic system may lead to an accumulation of waste in the brain. In the case of Alzheimer’s there is a buildup of a protein known as amyloid beta which builds up in the brain and harms the cells. The research team then conducted an experiment where they injected amyloid beta into the brains of healthy mice and the brains of mice whose glymphatic system’s had been genetically disabled. They found that with the healthy mice the protein was removed quickly from the system but in the case of the other group of mice the protein was removed at a much slower rate.

A possible cure for Alzheimer’s?

The research team then speculated that increasing activity in the glymphatic system might prevent a buildup and also possibly lead to the removal of the amyloid beta accumulation. They hope that the discovery of this cleaning system will help medicine find ways to treat brain injuries and treat neurological diseases.

This has proven to be highly significant discovery and could mean the beginning of the end of the incurable diseases such as Alzheimer’s

Image credit: adrigu via Flickr

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Does Your Audience Know What You’re Saying?

 

Blank message

No Message

 

You’re obviously on the right track when you consider how you’re going to get people’s attention through marketing. Your product or service won’t go anywhere if nobody knows about it. But before you think about all that, the first question you need to ask yourself is whether you know what you’re saying.

It may seem obvious to you what you’re saying but the challenge lies in how you present that message to the public. You might have covered all the bases in marketing but if your message isn’t really clear, a lot of people won’t be coming back for a second look.

Tips about what goes into your message and getting it across

  • The message itself

The message is basically what you’re going to say to convince people to buy into your idea. Just saying what you have on offer’s not going to cut it. How does it sound when you say it? Can you do anything to make it sound more interesting, more engaging, more memorable? You need to put quality into your message.

  • Who is your audience?

This might seem obvious. But it’s vital. It’s one of the issues you should have already covered because in forming your idea, it’s essential to form it with an audience in mind. The audience is why the idea exists. It also might take some research to find out where you could target your advertising to get the most effective results. You could take a certain demographic, but within that demographic would be the concentrated interest within one particular group. So putting your ad about a new strategy in getting children fit up where you know moms generally look is a good idea, but it’s a much better idea to put it up where mothers who firmly believe in their children’s health will look.

  • How are you going to get the message across?

As much as being emotional about the product may seem too much, it’s an incredibly powerful tool in hooking people’s attention. You might argue that your idea sells itself. That it’s so good that people will immediately be interested in your idea. But that only happens when you have something that’s completely original. In today’s times being original’s the ultimate quest. But how you present it is still important. You can never leave the pitch out.

You could use some humour; people will always remember a really funny advert. Another angle to consider is that these days, advertisers use a lot of imagery. They associate the product with a class of people, so you’re saying by using this product they will become part of such a group. That’s when they’re trying to make people feel good when they’re using the product. Making them pause to think about something is also effective. Just think of those adverts against drinking and driving from Arrive Alive. They weren’t pleasant but the message struck home. The best message will touch people’s hearts as well as their minds. Once you’ve done that it’s a done deal.

Never forget that effective communication is vital

Never take it for granted that people will always automatically buy your product or into your idea just by presenting it in a flashy way. Superb special effects or strategies are great in selling your product but then you have to make sure all the action is saying something. Your message is the driving force behind the advertisement. Let it be channelled throughout every aspect.

Image credit: Microsoft Images