Below you can find the full transcript of our engaging Q&A session yesterday on lifelong cognitive fitness, “mental capitalism”, and more, with Alvaro Fernandez, co-author of The SharpBrains Guide to Brain Fitness, moderated by Harry Moody, Director of Academic Affairs at AARP.
In spite of the recent economic downturn, revenues for digital technologies to assess, enhance and treat cognition, or digital brain health and fitness tools, grew 35% in 2009. “The convergence of demographic and policy trends with cognitive neuroscience discoveries and technological innovation is giving birth to a nascent marketplace that can fundamentally transform what brain health is, how it is measured, and how it is done,” says Alvaro Fernandez, member of the World Economic Forum’s Council on the Aging Society and Editor-in-Chief of the report. “This groundbreaking report can help pioneers shape the emerging toolkit to benefit an aging society that increasingly seeks new ways to enhance cognitive functionality and mental wellness across the lifespan.”
“As the brain is thrust into the center of the healthcare ecosystem, innovative cognitive health and brain fitness applications will play an increasingly important role in defining neurocentric health,” adds Jake Dunagan, Research Director at the Institute For The Future.
A majority among the 1,900+ decision-makers and early-adopters surveyed said they trusted the effectiveness of non-invasive options above invasive options to enhance critical brain functionality. Professional and intellectual challenges were rated very effective by 61% of respondents, aerobic exercise and reading books by 42%, meditation by 38%, computerized brain training by 26%, taking prescription drugs by 13%, taking supplements by 12%, and self-medicating with drugs by 1%.
These are among the key findings of a 207-page market report released today by SharpBrains and prepared in collaboration with 24 leading scientists and 10 innovative organizations — the most comprehensive such research study done to analyze emerging research, technologies and marketplace.
“We must do for brain health in the 21st century what we largely accomplished in cardiovascular health in the past century. It’s time to take scientific insights out of the lab and to identify practical applications, making the maintenance of good brain fitness a public health priority,” indicates William Reichman, MD, President and CEO of Baycrest.
Here you have the August edition of our monthly newsletter covering cognitive health and brain fitness topics. Please remember that you can subscribe to receive this Newsletter by email, using the box at the top of this page.
Scientific publication Frontiers in Neuroscience recently published a special issue on Augmenting Cognition, and invited me to contribute with an article titled Preparing Society for the Cognitive Age. Groundbreaking brain research has occurred over the last 20 years. The opportunity to improve brain health and performance is immense, but we need to ensure the marketplace matures in a rational and sustainable manner, both through healthcare and non-healthcare channels. Click Here to read my article.
In May 2009 SharpBrains published The State of the Brain Fitness Software Market 2009, the main industry report for leading organizations preparing their members, their clients, and their patients for the cognitive age. 150-pages long, the report includes a market survey with 2,000+ respondents, detailed analysis of 20+ vendors, research briefs written by 12 leading scientists and data and trends for 4 major customer segments.
Below we share the full Executive Summary of the report and announce an exclusive webinar on September 29th to discuss the State of the Market in more depth with buyers of the report.
To order the report and access both the report and the webinar, you can click Here. (Only $975 ‑a 25% discount- using Discount Code Frontiers2009 before September 28th).
State of the Market
Think about this: How can anyone take care of his or her brain when every week brings a new barrage of articles and studies which seem to contradict each other?
Do supplements improve memory? Do you need both physical and mental exercise or is one of them enough? Which brain training approach, if any, is worth one’s time and money?
We tried to address these questions, and many others, in our recent book, The SharpBrains Guide to Brain Fitness (182 pages, $24.95), that we presented at Games for Health Conference last week. The book is the result of over two years of extensive research including more than a hundred interviews with scientists, professionals and consumers, and a deep review of the scientific literature, led by neuropsychologist Elkhonon Goldberg and myself with the help of cognitive scientist Pascale Michelon. As we wrote in the Introduction, what we wanted to do first of all was to debunks these 10 myths on brain health and brain training:
Myth 1. Genes determine the fate of our brains.
Facts: Lifelong neuroplasticity allows our lifestyles and actions to play a meaningful role in how our brains physically evolve, especially given longer life expectancy.
Myth 2. Aging means automatic decline.
Facts: There is nothing inherently fixed in the precise trajectory of how brain functions evolve as we age.
Myth 3. Medication is the main hope for cognitive enhancement.
Facts: Non-invasive interventions can have comparable and more durable effects, side effect-free.
Myth 4. We will soon have a Magic Pill or General Solution to solve all our cognitive challenges.
Facts: A multi-pronged approach is recommended, centered around nutrition, stress management, and both physical and mental exercise.
Myth 5. There is only one “Use It or Lose it”.
Facts: The brain is composed of a number of specialized units. Our life and productivity depend on a variety of brain functions, not just one.
Myth 6. All brain activities or exercises are equal.
Facts: Varied and targeted exercises are the necessary ingredients in brain training so that a wide range of brain functions can be stimulated.
Myth 7. There is only one way to train your brain.
Facts: Brain functions can be impacted in a number of ways: through meditation, cognitive therapy, cognitive training.
Myth 8. We all have something called “Brain Age”.
Facts: Brain age is a fiction. No two individuals have the same brain or expression of brain functions.
Myth 9. That “brain age”‚ can be reversed by 10, 20, 30 years.
Facts: Brain training can improve specific brain functions, but, with research available today, cannot be said to roll back one “brain age”‚ by a number of years.
Myth 10. All human brains need the same brain training.
Facts: As in physical fitness, users must ask themselves: What functions do I need to improve on? In what timeframe? What is my budget?
Do you have other myths in mind you would like us to address?
We have started to receive great feedback from the healthcare community, such as this email from a neurosurgeon in Texas:
“I really like the book, it is comprehensive without being too technical. I have recommended it to several patients. There are some other books that I expected would be greeted with enthusiasm, but were too complex for most of my patients. I think this book is right in the sweet spot”.
A short, sweet, entertaining read of a complex topic, with timely (written in 1/09) reviews of 21 top technology products, as well as informed and expert predictions of where this burgeoning brain-fitness field is headed. More importantly, after you read it, you’ll have a good, detailed sense of where you, personally, can act to improve your own couch-potato brain — and how to keep it fit and flexible your whole life. The SharpBrains Guide To Brain Fitness reminds of us all why books (and not just googling a topic) can be well worth your time and money. Two Stethoscopes Up — check it out. life.”
And this great book review by an Internist Physician and Robert Wood Johnson Foundation Fellow, titled Is Your Brain A Couch Potato?:
Doc Gurley, book review for SFGate.com (06/08/09)
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 health and 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.
Products Reviewed (we reviewed scientific studies published before January 2009, when the manuscript text was closed):
- Overall brain maintenance: Brain Age series (Nintendo), BrainWare Safari (Learning Enhancement Corporation), FitBrains.com (Vivity Labs), Happy-Neuron.com (Scientific Brain Training), Lumosity.com (Lumos Labs), MindFit (CogniFit), (m)Power (Dakim)
- Targeted brain workout: Classic and InSight (Posit Science), Working Memory Training JM and RM (Cogmed), DriveFit (CogniFit), Earobics (Houghton Mifflin), Fast ForWord (Scientific Learning), IntelliGym (Applied Cognitive Engineering), Vision Restpration Therapy (NovaVision)
- Emotional self-regulation: emWave PC and Personal Stress Reliever (HeartMath), Journey to the Wild Divine (Wild Divine), RESPeRATE (InterCure), StressEraser (Helicor)
After many many months of mental stimulation, physical exercise and the certain need for stress management… we have just announced the release of the The State of the Brain Fitness Software Market 2009 report, our second annual comprehensive market analysis of the US market for computerized cognitive assessment and training tools. In this report we estimate the size of the US brain fitness software market at $265M in 2008, up from $225M in 2007 (18% annual growth), and from $100m in 2005. Two segments fuelled the market growth from 2007 to 2008: consumers (grew from $80m to $95m) and healthcare & insurance providers (grew from $65m to $80m).
The 150-page report finds promising research and initiatives to drive significant growth, combined with increased consumer confusion given aggressive marketing claims and lack of education and standards. The report includes:
— The complete results of an exclusive January 2009 Survey with 2,000+ respondents
— A proprietary Market & Research Momentum Matrix to categorize 21 key vendors into four categories
— 10 Research Executive Briefs written by leading scientists at prominent research labs
— An analysis of the level of clinical validation per product and cognitive domain
Top 10 Highlights from the report:
1) Consumers, seniors, communities and insurance providers drove year on year sustained growth, from $225m in 2007 to $265m in 2008. Revenues may reach between $1 billion to $5 billion by 2015, depending on how important problems (Public Awareness, Navigating Claims, Research, Health Culture, Lack of Assessment) are addressed.
2) Increased interest and confusion: 61% of respondents Strongly Agree with the statement Addressing cognitive and brain health should be a healthcare priority. But, 65% Agree/Strongly Agree. I don’t really know what to expect from products making brain claims.
3) Investment in R&D seeds future growth: Landmark investments by insurance providers and government-funded research institutes testing new brain fitness applications planted new seeds for future growth.
4) Becoming standard in residential facilities: Over 700 residential facilities mostly Independent and Assisted Living facilities and CCRCs have installed computerized cognitive training programs.
5) Customer satisfaction: Consumers seem more satisfied with computer-based products than paper-based options. But, satisfaction differs by product. When asked I got real value for my money, results were as follows: Lumosity.com (65% Agree), Puzzle Books (60%), Posit Science (52%), Nintendo (51%) agreed. Posit Science (53% Agree) and Lumosity.com (51%) do better than Puzzle Books (39%) and Nintendo (38%) at I have seen the results I wanted.
6) Assessments: Increasing adoption of computer-based cognitive assessments to baseline and track cognitive functions over time in military, sports, and clinical contexts. The Alzheimer’s Foundation of America now advocates for widespread cognitive screenings after 65–75.
7) Specific computerized cognitive training and videogames have been shown to improve brain functions, but the key questions are, Which ones, and Who needs what when?
8) Aggressive marketing claims are creating confusion and skepticism, resulting in a distracting controversy between two misleading extremes: (a) buying product XYZ can rejuvenate your brain Y years or (b) those products don’t work; just do one more crossword puzzle. The upcoming book The SharpBrains Guide to Brain Fitness aims to help consumers navigate these claims.
9) Developers can be classified into four groups, based on a proprietary Market and Research Momentum Matrix: SharpBrains finds 4 Leaders, 8 High Potentials, 3 Crosswords 2.0, and 6 Wait & See companies.
10) Increased differentiation: Leading companies are better defining their value proposition and distribution channels to reach specific segments such as retirement communities, schools, or healthcare providers.
Leading researchers prepared 10 Research Executive Briefs:
- Dr. Joshua Steinerman (Einstein-Monteore): Neuroprotection via cognitive activities
— Dr. Jerri Edwards (South Florida): Assessments of driving fitness
— Dr. Susanne Jaeggi and Dr. Martin Buschkuehl (Bern, Michigan): Working memory training and intelligence
— Dr. Torkel Klingberg (Karolinska): Working memory training, dopamine, and math
— Dr. Liz Zelinski (UC Davis): Auditory processing training
— Dr. David Vance (UAB): Speed-of-processing training
— Dr. Jerri Edwards (South Florida): Cognitive training for healthy aging
— Dr. Daphne Bavelier & Dr. Shawn Green (Rochester): Action videogames and attentional skills
— Dr. Arthur Kramer (Illinois): Strategy videogames and executive functions
— Dr. Yaakov Stern (Columbia): The cognitive reserve and neuroimaging
— Dr. David Rabiner (Duke): Objective assessments for ADHD
Table of Contents
Chapter 1. Bird-Eye View of the Growing Field
Chapter 2. Market Survey on Beliefs, Attitudes, Purchase Habits
Chapter 3. The Emerging Competitive Landscape
Chapter 4. The Science for Brain Fitness and Cognitive Health
Chapter 5. Consumers Adopting Crosswords 2.0?
Chapter 6: Healthcare and Insurance Providers — A Culture of Cognitive Health
Chapter 7: K12 School Systems- Ready for Change?
Chapter 8: Military, Sports Teams, Companies, Brain-Performance Link
Chapter 9: Future Directions‚ Projections and Bottlenecks
Companies profiled include: Advanced Brain Technologies, Applied Cognitive Engineering, Brain Center America, Brain Resource, CNS Vital Signs, Cogmed, Cogstate, CogniFit, Cognitive Drug Research, Dakim, Houghton Mifflin, Learning Enhancement Corporation, LearningRx, Lumos Labs, Marbles: The Brain Store, Nintendo, NovaVision, Posit Science, Scientific Brain Training, Scientific Learning, TransAnalytics, vibrantBrains, Vigorous Mind, Vivity Labs.
More on the report by clicking on The State of the Brain Fitness Software Market 2009.
Over the next weeks we are going to be sharing the Executive Summary of our market report The State of the Brain Fitness Software Market 2008 with members and clients of several partner organizations (the British Columbia Seniors Living Association, where I will be speaking this Thursday, Neurotech Reports, where I will speak on October 24th, and the Health 2.0 conference, where we are sponsoring a panel on gaming for health), so it is only fair that we first share it with our own readers.
A spate of recent global news coverage on brain fitness and brain training reflects a growing interest in natural, non drug-based interventions to keep our brains sharp as we age. This interest is very timely, given an aging population, increasing prevalence of Alzheimer’s rates, and soaring health care costs in the US that place more emphasis than ever on prevention and lifestyle changes.
US brain fitness market: significant and growing
We estimate the size of the US brain fitness market was $225m in 2007 – more than double what it was in 2005. Whereas K12 school systems were the largest buyers in 2005, consumers were responsible for most of the growth from 2005 to 2007. We estimate that the consumer segment grew from a few million in 2005 to $80m in 2007, and foresee significant market growth driven not only by consumers but also by healthcare and insurance providers.
As we speak to diverse audiences about this emerging field around the country we are frequently asked the following questions:
- Why are we talking about the brain fitness field at all?
Over the past decade, teams backed by neuroscientists around the world [Read more…] about The Brain Fitness/ Training Market: An Executive Summary