Jun 1, 2020

Dogs Are Being Trained To Sniff Out Coronavirus

Kayleigh Shooter
3 min
Some dogs are now being trained to sniff out people who have the coronavirus even before they show symptoms. We take a look at how this could work.

Res...

Some dogs are now being trained to sniff out people who have the coronavirus even before they show symptoms. We take a look at how this could work.

Researchers in the UK are conducting extensive trials to see whether trained sniffer dogs can detect the coronavirus in patients, even before they show any symptoms.

Previously, it's been found that people with illnesses like malaria, cancer, and Parkinson's give off a particular odor, which dogs are trained to detect. The research team behind the trial is hoping the same will be true with COVID-19. 

Researchers at the London School of Hygiene and Tropical Medicine (LSHTM) are collaborating with Durham University and the charity Medical Detection Dogs to carry out the project. The team first announced their trial in late March, and have now received £500,000 ($610,000) worth of funding from the government.

Lord Bethell, the minister for innovation, said the UK government believed the dogs "might provide speedy results as part of our wider testing strategy," the Guardian reported. If successful, the sniffer dogs could screen up to 250 people an hour and play a vital role in detecting the virus in key transportation hubs, including airports and train stations.

The patients would wear sterilized nylon socks to collect odour samples. The socks are essential in the process because nylon "is a very good matrix to collect odor" and has proven to be an easy and effective way to obtain a person's scent, explained Professor James Logan, the project's lead researcher and head of the department of disease control at LSHTM.

Once the samples are taken, half will be sent to a lab where scientists will try to determine what chemicals the odor is composed of — in other words, finding out what COVID-19 smells like. The other samples will go to the charity based in Milton Keynes — just outside of London — where six specialist dogs dubbed "The Super Six" will be trained to sniff them out.

The intense dog training will last between 8 to 10 weeks. It includes putting the samples on metal stands along with other scents from people not infected with COVID-19. When the dog can point out the coronavirus scent, it gets a treat.

The team hopes the dogs will be able to detect the coronavirus before people show symptoms of it.

The team expects the final results to come in between August and September. If these are promising, they will move into the next phase of the project, which involves looking at how it can work on a larger scale. The researchers hope that the first set of dogs could be deployed to key transportation hubs in the UK, including airports and train stations within the next six months. Each dog could potentially screen up to 250 people per hour.

Source: Business Insider.

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Jun 12, 2021

How can the healthcare industry build trust with consumers?

#patienttrust
#holistic
#technology
Jacqueline Bourke
5 min
Jacqueline Bourke, Director of Creative Insights for EMEA at Getty Images, tells us how healthcare providers can build greater trust with consumers

 
One of the many ways the pandemic has impacted society is that it has firmly cast the healthcare industry in the public spotlight. From producing ventilators and PPE to developing life-saving vaccines, consumers have looked to pharmaceutical and healthcare companies to keep us safe and find a way out of the Covid-19 crisis.  

As a result, healthcare companies have an opportunity to build upon this and utilise their marketing to drive greater engagement and trust with consumers. When it comes to effective marketing, it’s vital to remember the important role which visuals play. Consumers increasingly engage with brands through the visual communications and storytelling they absorb while online or browsing through media channels. These visual communications can have a huge impact not only on consumer purchasing decisions but also the relationship between brands and customers. 

At Getty Images, we work with healthcare companies throughout Europe to advise them on their visual content. This study forms part of the research for our insight platform Visual GPS, which looks at the key factors affecting consumer decision making and how that impacts their visual choices.

In partnership with YouGov, we surveyed 10,000 consumers globally and have been tracking this consumer sentiment for the past two years. This latest deep-dive into the healthcare industry is part of our wider on-going research, and aims to better understand how consumers in different regions are interacting with the healthcare sector and what motivates their visual preferences. 

Our research revealed that many companies are not using visuals as effectively as they could. In the UK, for instance, the vast majority of consumers do not feel represented by the visual communications which businesses are producing – only 7% of British respondents to our global Visual GPS survey say they felt represented. That is even lower than the global average of 14%.

This latest deep dive into the healthcare industry has uncovered some important insights that can help us better understand how consumers in different regions are interacting with the healthcare sector. 

Mental health should be centre stage 

A key finding shows that mental health remains a highly relevant issue for consumers. Over nine in ten British consumers think it is important to talk about mental health and put it on an equal footing with physical and emotional health. Not surprisingly, 55% of British consumers believe that more people are being diagnosed with depression due to the Covid-19 pandemic.   
 
There is a growing awareness of the importance of mental health across Europe. Health and pharmaceutical companies should acknowledge this in their visual communications but do so in an empathetic and compassionate way. Only five years ago, visuals around mental health often  depicted people alone, isolated and expressing feelings of shame, whereas now we are seeing a more empathetic and supportive approach to visualising mental health - with an increasing number of positive visuals showing support groups, or individuals proactively seeking and finding support.

Visual communications that show support for mental well-being in a meaningful way will resonate deeply with consumers.  

A more holistic approach 

Another key finding is that consumers want to focus more on holistic health. Our survey found that the majority of UK consumers place an almost equal importance on emotional, physical and mental health, and almost three quarters (73%) placed the health and well-being of family as a top priority. 

It’s important that healthcare companies reflect this. Our research paired with ongoing image testing revealed that consumers want to see visuals that humanise healthcare, so companies should consider visualising inclusive care across intersecting factors such as age, ethnicity and gender. Brands can help establish trust with their customers by highlighting a collaborative relationship between medical professional and patient, as well as ensuring that their visual choices feel genuine. 

Technology and innovation in healthcare are gaining traction

Thirdly, eHealth and purposeful innovation was another key finding. Consumers want innovation that will meaningfully support their care. Particularly in Europe, the older generation will pay more for brands that use technology to provide advice and recommendations, while Gen Z & Millennials are willing to pay for self-service capabilities. It’s important therefore for healthcare companies to incorporate purposeful innovation in their visual communication and demonstrate consumers at the centre of accessible eHealth. 

Given these insights, what visual content do consumers expect to see from pharmaceutical brands? Our research highlighted three key themes.  

  • Consumers want to see how healthcare companies fit into people’s lives. Accessible health services are a key factor here. Decision makers should build trust by showing consumers at the centre of a holistic healthcare ecosystem.   
  • Consumers want to see the emotional rewards others get from using a healthcare company. This can be achieved by building brand loyalty through empathetic and inclusive visual storytelling.
  • Finally, consumers want to see people who are similar to them and their lives. British consumers want to see people that look like them and reflect their lived experiences in advertising and brand communication. Decision-makers should ensure that their visual communication is inclusive and authentic and represents the diverse population of the market in which they’re operating.  

Ultimately, the key to successful visual storytelling for pharma and healthcare businesses is to ensure that they understand what matters to their audience while establishing trust of care. An important element of this is authentically representing the full spectrum of the population. That means representing all ethnicities, ages, abilities, body shapes, sexuality, religion and genders, to ensure patients of all backgrounds feel included and represented.  

Healthcare brands should bear in mind that, as a result of the pandemic’s impact on healthcare systems around the world, consumers may be feeling anxious about whether they will be able to access care if they need it. The healthcare industry has an opportunity to reassure customers and build greater engagement and trust by showing them that they matter through inclusive visuals that represents them authentically at the heart of brand storytelling. 

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