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How high-tech will personalise health

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The health sector is on the cusp of a step change that will see patients benefit from treatment that is more focused on the individual than ever before, writes DR WOLFGANG MERTZ, CTO EMEA for Healthcare, Life Sciences and HPC, Dell EMC Isilon.

Through the better use of data and advances in analytics, precision healthcare promises a more personalised approach that will significantly improve the outcome of even the most serious illnesses.

As well as improving patient care, this new level of personalisation also has the potential to meet the increasing cost challenges faced by the healthcare sector by ensuring resources are allocated in the best way.

It’s generating significant traction as a result, with Global Market Insights recently forecasting that the market size will reach $88 billion by 2023.

Not all patients are the same

The fundamental idea behind precision medicine is that one size doesn’t fit all. While some patients respond to a certain treatment, there will be others that don’t.

For example, for one specific type of cancer, just 20 percent of patients respond well to chemotherapy. This means that treating the other 80 percent in the same way is both time consuming and expensive, with little chance of a positive outcome.

As well as environmental and lifestyle factors, these variations in how patients respond to treatment are often down to genetics. While specific patient details and heath history can inform precision medicine, the ability to analyse individual genomes can take it to a new level.

The role of the genome

Analysis of a patient’s genome can identify biomarkers that provide a strong indication of how they will respond to a certain treatment. In short, this means patients can be offered treatment that is most likely to treat their illness successfully.

Genome sequencing reveals the unique code that defines the physical characteristics of a person, including the likelihood that they will develop certain illnesses.

Specialist companies provide genome sequencing but the fact that the human genome was first sequenced just ten years ago and contains more than three billion base pairs, puts the data challenge in perspective.

Many countries have national collections of genomics data, such as Genomics England, which is funded by the NHS. Using this data, patterns can emerge across populations that can be used to inform treatment.

However, there remain a number of challenges before precision medicine can become a practical reality for the average patient.

Getting the infrastructure right

Firstly, health organisations must gain an understanding of where different data is located and how it can be accessed in an appropriate way.

Patient data is often siloed in hospitals (in Electronic Medical Records or PACS, for example) while other useful genomics data could be spread across regions, countries and beyond. The first challenge is therefore to locate and access relevant data. This requires national and international coordination to establish channels and systems that healthcare organisations can use to access the data they need.

Of course, all of this data must then be consolidated in a way that gives it practical value. Data lake technology – for example, Dell EMC’s healthcare data lake – is particularly useful in this respect, as it brings together structured and unstructured data from a wide range of sources in a single location. Once in place, this data can be easily interrogated by analytics tools to generate useful insight.

There will also be challenges around the approach different regions take with their genomics data. Some countries may have a small number of healthcare regions in a simple structure, while others are more complex. Healthcare organisations, government and research institutions will need to work out the best way to work with the relevant stakeholders, including who will lead the data consolidation and how this can be done as efficiently as possible.

In this scenario, it’s likely that the volume of data that organisations have access to will grow over time, as new connections are made and further bodies of research are created. The size of the data lake is therefore likely to grow, so scale-out storage, such as that provided by Dell EMC Isilon, will be another important element of the technology infrastructure  needed to support  the development of precision medicine.

Making genomics data useable
The latest storage technology will clearly be crucial but there also needs to be a way for GPs and other clinicians to make use of the data when dealing with individual patient cases. The data needs to be presented in a way that can be understood by people who aren’t trained in data science.

The development of platform applications is critical if this progress in data analysis is to make a real impact. Specialist ISVs are already developing applications to deliver these kinds of insights but it will take time for them to be adopted widely.

Security is another key consideration when working with patient data. Strict access controls should therefore be applied and data anonymised where relevant.

As the exciting world of genomics is poised to revolutionise patient care, it’s important that organisations delivering healthcare prepare their technology infrastructure.

Data lakes, scale-out storage and platform applications will all be key technologies in making precision medicine a reality in the coming years. If healthcare organisations put these capabilities in place, they will be able to bring patient care to a whole new level.

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Projection tech transforms retail

By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa

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Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

Transforming the way brands engage with audiences

Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.

Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.

When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.

It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

Projection is driving growth in experiential marketing

Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.

Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.

In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

The future of projection technology

Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.

Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.

With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. 

Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century. 

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GoFundMe hits R9bn in donations for people and causes

The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations

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GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.

In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.

“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”

The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.

GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.

The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.

Highlights from GoFundMe’s 2019 Year in Giving report include:

  • Global giving trends and data
  • Top 10 most generous countries
  • Top 10 most generous U.S. states and cities
  • Biggest moments in 2019

To view the entire report, visit: www.gofundme.com/2019

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