Beauty is skin deep

Commercial beauty is rarely the full picture. We are constantly exposed to images, mainly through advertising and fashion, that set the parameters of perfection.
We probably know they are false, unattainable, yet the daily drip of re-touched, paradise backdropped ‘beauty’ inevitably confusess our senses of rational determination.
But that corruption is being re-calibrated by a fascinating and challenging project that puts people with skin conditions in front of the camera. And it is not just any camera, it is one wielded by celebrated photographer Rick Guidotti, who has worked with towering beauties such as Cindy Crawford and the top fashion houses in Milan, Paris, New York and London.
I met him last week on the campus of pharmaceutical giants Novartis, in Basel, and traditional glamour was the last thing on his mind.
“I was always told who was the model of the day. I was told who was beautiful and I bought it,” he said. “But it was ultimately frustrating. I am an artist and I don’t want to be told what is beautiful.”
A change meeting with a teenager with albinism on the streets of New York changed his focal length outlook on life and work and he started championing diversity through his photographs.
Out went the supermodels, catwalk drones and prescriptive booking agencies and Positive Exposure was born.
It is his mission to re-define beauty, strip away the camouflaging gloss and shows us a stigma-challenging reality.
Who photographs people with chronic skin conditions such as psoriasis and chronic spontaneous urticaria? Rick does. And he is passionate.
He is working on a project, supported by Novartis’s Skin to live in campaign, that shows these real models for the real people they are. No studio, just natural light and people freed to live in their skin.images
17 people from 11 countries stepped out of the shadows to be photographed by Rick for the campaign. One of them happens to be a ballet dancer from New York, who was struck by psoriasis when she was three-years-old; another is a mum from Brazil. His gallery shows the person beyond the condition and it is refreshing.
He photographed them as beauties; in the past they shunned the camera and were only used as examples in medical textbooks. His work covers all forms of genetic diversity and, with his expert touch, the character not the condition shines through.
Rick’s passion is like a waterfall, check him out on an inspiring TEDX talk
We have an easy facility to look away when we see something different and as we are continually bombarded by images of what is and isn’t acceptable the field of ‘normal’ vision narrows….we become less accepting. We also have less time to stop and consider.
I’ve interviewed many people with skin conditions and, although the physical pain and discomfort sound corrossive, the damage to their confidence and self-esteem is evident. They talk about being prisoners in their own skin….stop just a minute to consider that.

Having to itch, scratch and squirm is one (enormous) thing but to have your personality and opportunities compromised is another (equally enormous) thing.
Medical advances have provided relief for sufferers and the work decoding the IL-17A pathway that is a route to debilitating skin conditions is truly game-changing for millions worldwide. But it will take us a bit longer to look and see through eratz beauty.
Rick sums it up perfectly…
Change how you see
See how you change


Gadgets – use them or lose them





Health innovation is leaving the NHS standing. New devices, wearables, diagnostic pills you can swallow, Star Trek gadgets – the science is fact but the health service’s ability to take advantage is largely fiction.
The waterfall of tech somehow evaporates before it gets to the patient and failure to use these advantages will be little short of criminal negligence.
I wrote the following piece which was published in last week’s Sunday Times ( and in the intervening time I’ve heard even more about the healthcare capabilities of technology and nothing about how we plan to use them for the masses.
Obviously, a policy announcement is not as sexy as revealing a power-packed device the size of a matchstick but I worry that government is not switched on. If they don’t fully embrace tech then the NHS is heading for a pathetic future and we will lose the potential health gains for the masses.

(Photo: world’s smallest heart pacemaker from Medtronic)

Here’s the article…..

Funereal gloom engulfs modern healthcare with most announcements about its future preceded by four jet-black stallions and trailed by a procession of solemn mourners.
So bad are the NHS’s vital life signs – a £34 billion funding shortage and chronic illness time bombs – that it feels just a matter of time before a sorrowing nation bids farewell to a dear institutional friend.
But there is light. If the ages of medicine have been characterised by such wonders as anaesthetic, antibiotics, robotic operating techniques and biologics, a new era of therapies is upon us and it is one that could breathe fresh life into the creaking body of healthcare. The Internet of Things may not have an august medical profile but it can be the power behind a health revolution.
The wearable technology of the fitness craze is about to mature into a procession of devices that can monitor a body’s vital rhythms and predict illness. Small patches on the skin and even ingested capsules will stream real time data to clinicians who can keep patients out of hospitals and GP waiting rooms.
Getting connected could save us a fortune and postpone the psalms and eulogies for the NHS.
The opportunity for change – and profit, with Cisco predicting the IoT could generate £48 billion of business over the next decade – is attracting some of the most creative minds in technology along with the big players such as IBM and Apple.
Their combined brain and corporate firepower could liberate the NHS’s choke points such as clogged waiting rooms and the sclerotic pathways of care full of delayed and disjointed appointments.
Crucially, it also has the potential to encourage the public to take ownership of their health and make the lifestyle changes that could stem the engulfing tides of diabetes and heart conditions.
The gadgets are ready, the IoT is ready. The number of smart phones in the UK will reach 43.4 million in 2017.
James Norman, former IT director at the Royal Liverpool and Broadgreen University Hospitals NHS Foundation Trust, believes that new data streams from devices linked to the internet will de-mystify health for the public and provide them with knowledge to live better lives.
“It is about keeping them out of hospital by keeping them informed. If a patient is involved in their care, evidence shows they have a better chance of a more successful and quicker outcome and their demand on services is reduced,” he said.


Norman, now UK public sector chief information officer for global technology leadership specialists EMC, added: “We need different models of care with patients being treated at home, and greater use of technology around big data and predictive analystics to find the best care for patients.
“The NHS can change and change quite quickly but it is all about investing in the right skills. If you don’t invest in promoting the skills to analyse the data you might as well put it in a black hole – it is a waste of money.”
The use of tele-health systems – email and video link to diagnose and guide patients – is growing but the pace of change needs to accelerated so that the one million patients seen by NHS every 36 hours have easy access to monitors and devices to have a dynamic impact on mortality as well as systemic choke points.
“In five years time, hypertension will not be the silent killer it is now because we will know everyone who is hypertensive and we are at the $50 price per person for the device to monitor this so it will have a major impact,” said Thibault Sevestre, a digital innovation lead for Philips, which is developing devices and systems for heart conditions, diabetes and COPD.


“With the IoT and the right technology we are going to be able to offer diagnosis, risk profiling and the right support to take action for the masses very quickly. It means you intervene with 10 per cent of patients who need attention rather than those who are coming in for their scheduled visits yet are actually doing pretty well.”
Pilot Philips projects have returned a 30% reduction in both re-admissions to hospitals and to operating costs. Extrapolate that across the NHS landscape and the savings could hit £40 billion.
IoT devices are also predicted to punch a huge hole in the annual £300 million bill for unused medicine by prompting patients to adhere to regimes.
Dr Shahid Ali, a Bradford GP and Professor of Digital Health at the University of Salford, ( has already proved the benefit of connectivity at his NHS practice where 98 per cent of patients on a tech-supported programme reduced their blood pressure within three months.
“When you empower individuals rather than dictating to them, you begin to see that real change. We need to personalise services and be more proactive and introduce immediacy and they will respond,” he said.
“Getting the best from it requires cultural change. We are not at the tipping point yet but it has to come relatively soon, within the next five years.”
Michael Thomas, a healthcare analyst at A. T. Kearney, added: “There is a real opportunity for a healthcare revolution. It is the chance to engage with patients to tailor treatments and to make them take more responsible for their health.
“Healthcare is so much cheaper if delivered digitally and it is the best shot we have.”
Security of data is still a big concern along with the connectivity of NHS hospitals – one survey suggested only23 per had access to wi-fi.
At the sharp end, Tunstall Healthcare ( is delivering pioneering technology-based services to more than three million people around the world, employing smart hubs and sensors to help people live independent lives.
A project in Barcelona deploys a smart hub in homes to act as an emergency alarm, to detect activity levels and as a medication reminder, wirelessly relaying the data. It has generated a 20 per cent drop in call outs and residents enjoy an average one-year extra at home.
Steve Sadler, the Yorkshire-based company’s chief technical officer, believes that the IoT efficacy will be governed by the quality of the data collected as well as the sophistication of new devices and monitors.
“When it is there, the IoT helps us enrich that data so we can build better services,” he added. “The big challenge is for the technology not to work in isolation. It needs context and linking but get it right and we can replace the fragmented silos of healthcare and the future is very exciting.”

Clutching at straws?

press_gazetteThe campaign to replace headclutcher shots was covered by the influential Press Gazette. Here’s my article for them….. A campaign to revolutionise coverage of mental health issues is gathering pace as forces unite against the ‘head clutcher’ stock photo to illustrate fifty shades of mental anguish. Plucked from an image bank, they are the last resort when no other photographs are available or the people involved in the story decline to be pictured. But these images offend, stigmatise and stereotype, underscoring a general impression that mental health is something that leaves a person isolated and their head in a tightening vice. If every picture tells a story, these depict a remote landscape devoid of hope and understanding. The models usually look physically fit, are dressed in smart catalogue clothing with neatly cut hair that’s just been given a ruffle before they are told to ‘get into character’ by placing fingertips to temples or hands to the back of the head in almost an airline safety brace position – they’re called headclutchers for good reason. One in four of us will experience mental health problems in our lives and many more will be touched by it through families and friends. As a journalist regularly covering mental health stories, I’ve become aware of the distress and outrage these images generate. Mental health service users, relatives and experts are dismayed and feel they detract from public understanding. This is not just a print thing. Head clutchers can be found across all media with mainstream online and TV outlets, such as the BBC, regularly using them. The UK media’s approach to mental health has improved dramatically in recent years and we have emerged from the dark days when “bonkers” and “loony” were acceptable headline content. This editorial evolution is to the industry’s credit. But the head clutcher remains a hangover from a different age, a dead weight holding back progress. Don’t just take my word for it: The leading charities Mind, Rethink Mental Illness, Time to Change and service users agree. Martin Townsend, editor of the Sunday Express, has just taken the lead by pledging to stop using head clutcher shots (declaration: I write most of my mental health coverage for the Sunday Express). The obvious problem with any mental condition is that it rarely has a physical sign – plaster casts, bandages and crutches aren’t issued with diagnoses. Psychological bruising doesn’t colour the skin. So, the big question from picture desks juggling the daily meteorite storm of image requests is: “If not a head clutcher then how can we illustrate a story about mental health?” The answer is a new set of images that help portray mental health with a more positive profile. Skilled photographers should be able to produce a fresh gallery with a range of photographs that do more to capture mental health problems and their solutions. It’s not about shirking issues or neutering coverage – it’s about eradicating damaging stereotypes. But this is not just the responsibility of editors and picture desks. The mental health community has a role to play in being more willing to be photographed for editorial. Fears about public reaction and job prospects are obvious and it may be that we have not reached a societal tipping point where it has become acceptable to discuss mental health openly. Although the Government’s bold pledge to have No Health Without Mental Health may be a bit creaky, there is a definite mood swing. A lot of firms have employment structures that deal with mental health issues on a par with the physical problems that keep people off work. British journalism has been under unprecedented and unwarranted attack recently and although banning headclutcher images may not do much to quell the zealots, it is a perfect opportunity to display the compassion that underpins the trade. Cleansing the image banks of headclutchers may take time and a lot of goodwill but it is a responsible step to take and entirely in keeping with the progressive nature of journalism. Danny Buckland is a freelance journalist who has worked for the Daily Mail, Sun and Daily Mirror. He writes regularly about mental health issues and general health across national titles and websites and has become increasingly concerned about the use of ‘headclutcher’ images in print, on TV and on the web. He is part of a campaigning group that includes mental health charities, service users and other journalists who want to find a better way to illustrate stories about mental health.

Headclutchers head for the bin!

Congratulations and kudos to the Sunday Express and editor Martin Townsend for being the first British newspaper to pledge not to use the abominable headclutcher images.

The cliche stock photographs of a man or woman – normally from the middle-aged, middle-class fashion modelling clique – to illustrate depression and other mental health conditions by pressing hands to head and grimacing is pathetic and needs to be made history.

These outdated images reinforce stereotypes cause offence, endorse stigma and are from an age when mental health was regarded as something akin to sorcery.

For media outlets to still be using these library images is scarcely believable. There has been a lot of progress in editorial approach to mental health but the fossilised convenience of whistling up a headclutcher is unacceptable.

I don’t want to deny any actor or model precious work but, really, should you be posing for these photo shoots? I’m guessing they are tacked onto an afternoon of stock imagery work ranging from ‘missing the bus’ to ‘having a cold’ when the photographic team discover they have 30 minutes studio time left and say: ‘Why don’t we finish with a couple of headclutchers – they always get used….ok guys everyone into position….Lucy, just tilt you’re head a bit further forward and really press your temples….that’s it, that’s proper anxiety….Mike, ruffle your hair a bit more and drop the stoicism, we’re not doing ‘waiting at the opticians anymore’…that’s it add a bit of gel for maximum crumpled look and, voila, its bipolar…could even double as paranoia…good session guys, its a wrap.’

Outdated, out of order and, hopefully soon, out of the door.

The Sunday Express – declaration, I write for them – has been crusading for mental health for almost three years years, a rare sustained campaign to make society better.

Editor Martin Townsend and his team are committed to changing the mental health landscape and the decision to stop using headcluthers is typically bold. I hope others follow suit.

Time to Change – –  plus a range of organisations and campaigners are meeting to find alternative images – sorry Lucy & Mike – to make it easier for picture desks. But this is a landmark step so lets welcome it and work hard to eradicate headclutchers!

Bigger than Russia

burger-plush-earmuffsWhat has more than twice the population of Russia and an annual spend roughly the same of commercial giants Wal-Mart’s revenue?

Not your average quiz question but the answer is far from standard. It is global diabetes – currently at 371 million people and a annual bill of $465 billion. And those distressing figures are relentlessly on the up and by 2030, there will be another 552 million on the list.

The UK figure is 3.8 million with Type 1 or Type 2 diabetes with a projection to rise to 5 million by 2025

This is a landscape of opportunity for pharma but no amount of science and innovation seems able to stem the tide. Janssen have high hopes for their once-a-day pill Invokana which, as Jo Willey, Health Editor of the Daily Express, reports ( will soon be available on the NHS.

But as fast pharma twirls its test tubes to come up with therapies, waist bands keep expanding. The trouble is that a huge portion of the public has now come to look on medicine as a way out of any ill. Get fat/drunk/pregnant/tired/old – there’s a pill. Successive health campaigns seem to land on people wearing burger buns for ear-muffs so we have to try as hard, if not harder, to cook up the psychological alchemy to help people eat sensibly and move a bit more.

Great then that Jane Griffiths, Janssen’s EMEA Group Company Chair, hit a balanced note at the excellent eyeforpharma conference in Barcelona. ( After a powerful and refreshing opening address about the need for trust and innovation in pharma, she told me that personal responsibility was an vital part of the health equation.

“We have to educate people on how to look after themselves a bit better – easier said than done – encouraging people to eat better and take more exercise,” she said. “Our job is to bring health to as many people as possible. Personally I need to lose a bit of weight and I know how difficult that is so I’m no different from anyone else in society.

“We need to look after ourselves and the answer cannot just be medicines, it has to be the whole thing.  I spoke about the concept of  Around The Pill this morning and that is take your medication but try to lose weight, try to get fitter. Medicines can’t be the answer to everything.”

She added that she had high hopes that Janssen’s new innovation centres and the deals it was signing with exciting biotech companies would bring in new science in the fight for better global health.

Anyone need a hand??


The latest advance in prosthetics shows us both the marvels of medical science and how close we are coming to a tipping point where replacement body parts will become a cosmetic extra; a bit like botox. If you are worried about crows’  feet, sagging skin and  feel injections of botulinum toxin could do the trick and you can afford it then you are likely to pay for it.

Is it such a stretch to imagine that if you’re hand has a bit of arthritis and there’s a bionic hand on the market and you can afford it that you might pay for it?

With most medical advances comes a moral dilemma. Botox was principally used to treat muscle spasms around the eye and only got elevated to the beauty industry when a Canadian husband a wife eye specialists noticed that patients kept volunteering for more injections even though their condition had been cured.

Dennis Sorenson, who lost his left hand in a firework accident nine years ago, can now feel objects for the first time thanks to the Life Hand 2 that was fitted in the Gemelli Hospital Rome on January 26. Electrodes embedded in his arm carry signals from sensors in the prosthetic hand  to the 36-year-old Dane’s brain and will revolutionise his life.

Not only does it feel good, but it looks good. And it would be quite easy to imagine the ‘Want One Of Those’ brigade muscling in on the technology to enhance and prolong their lives. This, like other incredible step changes in medical science, could become almost a fashion choice at some stage. Far-fetched? Maybe, but does anyone really believe that there aren’t people with the money to do this?

Touch Bionics ( is marketing the i-limb ultra which has the staggering capability of a varied grip so the hand can clutch onto a heavy bag as well as perform delicate manoeuvres such as tie-ing a shoelace. It is the result of amazing talent, dedication and investment and the company is not alone in promising better, more responsive models in the future. All this will mean that people whose lives have been devastated by injury and illness can be helped.

But if technology can rebuild body parts and recreate basic human instincts to promise a better life, the output could easily and quickly jump from clinical need to cosmetic desire. In 10/20 years time, we could be meeting octogenarians with wrinkle-free faces and an iron hand shakes.



Monster Apps


Monster Manor 4

Statistics can often appear surprising but meaningless in isolation but put a few together and trends start to emerge.
Here’s a fascinating pairing – almost every other child in the UK has a mobile phone; almost 44 million healthcare apps were downloaded last year.
Let’s extend it. More than 50,000 nursing jobs have been lost or are under threat since 2010 plus the NHS is making £20 billion worth of savings over the next two years.
So, we have a deep hole of healthcare provision and a booming tech market ready to fill it. Another stat? OK then – a report revealed that revenues for healthcare apps increased from $718 million to $1.2 billion between 2011 and 2012.
iTunes has around 40,000 health apps although the vast majority are lifestyle-centric, advising us what to eat, drink, how many steps to take, where to hike and what to wear (and where to buy them) while doing so.
But there is an emerging market of targeted applications medic view as being crucial to the future of healthcare
One of the latest apps is Monster Manor by Ayogo that uses mobile gaming to encourage kids with Type 1 diabetes to check their blood glucose levels. It looks fun, effective and the essence of where tech can bridge the gap between medicine’s clunky delivery and childhood attention deficit.
The colourful, appealing graphics de-stress the monitoring process and could make it second nature for children to stay on top of a task that helps them avoid complications as they grow. Perfect.
But with the explosive growth of apps comes the question of oversight. Who prescribes them, who checks them, where’s the long term research?
The short answer is there is no official regulatory body. Not always a bad thing but as a parent or adult you may want some assurance that an app is actually good for you.
Verification agencies exist but the tech sector may need to combine to find some form of kite mark – without establishing the dead hand of a quango – to make selection easy.
Mobile connectivity is proven to help check blood pressure, pulse, blood sugar levels and as capabilities increase so will the benefit to the individual and the NHS. If we can move the worried well who clog up GP surgeries on-line for simple self-diagnoses then huge swathes of time and resources can be freed up.
The cash-strapped NHS views apps as nothing short of revolutionary. And, although private creativity will always outstrip ponderous official progress, it needs to make sure it can keep pace with developments so the creativity of developers is harnessed.
Something like Monster Manor, and loads of others, are prime examples of technology meeting a clear need and going beyond by adapting behaviour.
With the number of young children who have iPads propped up in front of them rather than books, it is clear a future generation of switched on healthcare consumers is ready to roll.
App creativity offers one of the brightest lights in a depressingly bleak landscape of dwindling resources and healthcare provision. The real equation is matching that pioneering excitement with clinical need, efficacy and safety.

Shiny stuff and red tape

The pace of innovation is electrifying; the pace of change stultifying. I’ve long thought that the main barrier to revolutionising heath care is not man’s (or woman’s) ability to challenge preconceptions and devise new devices but our inability to reshape the clunky governance that acts like a drag anchor on change. The recent MedCity Converge – tagged with loved-up When Harry Met Sally poignancy as  ‘Where Healthcare Meets Innovation’ – emphasised a speed date made in heaven. The two are so well suited it defies belief.

Romantic glee and where-have-you-been-all-my-life wonder washed over proceedings but a few observers could spot the rocks – the meet-the-parents moment that can derail even the most perfect union. The parents, in this case, are the bureaucracies that dictate who spends what, when and the suitability…innovation will only win the hand of healthcare when it has proved it came from a good background, went to the right school and has the kind of prospects that are hard to define. Healthcare parents can be tough…even tougher than De Niro.

Chris Seper, @chrisseper MedCity Media CEO and kind of matchmaker, can see the problems … as innovation is frustrated by red tape. Cultures have to change and fast if we are to reap the benefits as a huge part of the world deals with ageing populations. The financial models will be tricky and beset with ethical and sustainability issues but they are little compared to the job of getting overweight healthcare administration fit enough to cope. One delegate, I believe, coined the apt phrase ‘like turning a battleship’ and it is clear a lot of innovative thought will have to go into getting innovation to the people who need it.

Recent research has suggested that robotic animals could improve the quality of life for people with dementia. Artificial intelligence software and tactile sensors providing the emotional responses that can enhance lives. Pioneering work form Professor Glenda Cook at Northumbria University was built on by a trial run by Griffith University, Australia, and the results showed clear benefit.

Care homes can’t really have scores of dogs roaming around but pre-programmed robotic dogs? Why not?! Companion robots might sound a bit scary but they are just one of a myriad of creative ideas that need nurturing.It is a perfect example of creativity and innovation meeting a desperate human need.

But, if healthcare administrators insist on being stern-faced parents then everyone will lose out. The big question is….who is helping healthcare change? We need to devote some time, energy and resource to helping them learn to love their future family. Everyone wants to see a marriage between innovation and healthcare and a wedding reception blessed by a glowing father-of-the-bride speech that runs something like “When I first met Innovation I wasn’t sure but now……”

Trials of the century

imagesClinical trials have Biblical time frames for a reason – as with everything in medicine ‘Do No Harm’ is the base camp of all research…spending a fortune only to fall short of Everest’s summit is stomach-grindingly disappointing but you fight another day. Taking a header from 27,000 feet because you’ve raced to the peak is infinitely worse. Fatal, is the word.

Big pharma, watching is blockbuster drugs fade, is talking up the need to shorten the trials process in some instances so that they can get treatments to market quicker to help patients and, ahem, get a return on investment.

It is a logical extension of their deft moves to acquire bio-pharma firms who have already done research in key and novel disease areas so the gap between outlay and return is narrowed. Pfizer is now collaborating with 21 US hospitals to identify cell surface research projects with promising futures.

Makes good business sense but the danger is that an accelerated investment return metric could begin to dominate research so rather than scientists pursuing a disease area that badly needs a new treatment they could be diverted to something that promises a swift return. Would orphan disease fit neatly into a ‘smash and grab’ future?

With money running out everywhere, this nuance could skew medical research and, combined with government reluctance to spend, spend, spend on new drugs, the impact will be felt at the sharp end rather than just on the progress charts pinned to marketing department walls.

As we roll inexorably into the personalised medicine era, science and medicine faces the prospect of money dominating even more than ever. How and where research is conducted needs to be an urgent global discussion!

A streamlined trials system should be chased and pharma companies should be allowed to use existing data to give their plans useful go-forward but we abandon clinical trials at our peril. Ben Goldacre mounted a hugely important and successful campaign to secure increased transparency around trials data – will he may now have to turn his investigative/campaigning prowessl to protecting the core of the system?

The crucial element here is that any changes have to be done in clear sight and that any bureaucracy that slows down drug development is shredded quickly so that patients – and pharma companies – don’t have to wait a second longer than they need to get relief.

The financial models of health are changing by the second and the NHS research mandate – one of the few shining parts of the Health & Social Care Act – should be given every chance to succeed.

Hanging on the telephone….

images-2 Timing is everything and mobile giants O2 couldn’t have played it better than launching their new healthcare initiative as a House of Lords committee reported that the nation is ‘woefully underprepared’ for an ageing society.
Their call for a radically different model of care combined with the financial pressures bearing down on the NHS make the perfect landscape for revealing new home and self monitoring mobile devices designed to check vital signs and provide crucial emergency contact for the elderly living on their own.

With around 23 million customers, O2 should be connected to vast potential as long as their technology functions well, while for the NHS it offers the hope of keeping people out of hospital longer. Trials around the country have local authorities glowing with praise about its ability to reduce hospital admissions and to encourage patients to take a more active role in managing their conditions.

They are not the only firm chasing the health connectivity rainbow as a myriad of exhibits on the blossoming  world of teleheath at the NHS Expo 2013

have demonstrated over the last two days. But they have had the nerve to let people test their Help at Hand system at the sharp end first before revealing their shiny, happy health toys. Cynics will say it is a way of sucking in new customers – the ‘elderly brigade’ are the sole mobile refusniks around –  but health specialists who have tested their various systems see it as a natural part of future care.

The mobile device – £99 handset cost and £20 a month rental – offers connections to a 24/7 call centre, the emergency services and relatives, a fall detection sensor and a nifty geographic zone alert which rings if your relative strays outside pre-set parameters i.e. corner shop – no sound; betting shop/pub – an air raid alert! Aside from the obvious misuse as a tracker for straying partners, it actually does help with independent living and peace of mind for relatives.

Nikki Flanders, O2 Health MD, is a persuasive advocate and has first hand experience of the the difficulties of finding and funding aids that could keep people out of hospital – helping people stay independent is a bit of a NHS blindspot resulting in a conveyer belt of patients needlessly heading to the wards – and believes the service can help the public as well as deliver her company healthy profits.

“It enables people to live independently for longer for early stage dementia and a range of long term conditions,” she says. “There are lots of stats out there saying that your health may not do as well in  hospital as it would at home. It can also work for say a young mum with epilepsy or a father with early Parkinson’s Disease.

“The whole thrust of this is to give people a different option through technology.”

The headline government stat is that telecare and teleheath systems could save the NHS  £1.2 billion over the next five years and, as it looks like there will be multiple financial dips before the funding taps are turned on again, private firms have a crucial role to play in future health.

A bit of crude maths make the deal obvious – a council can spend £99 on a telehealth phone plus the year’s £240 rental and save the @ £1,000 a day it costs to keep someone in a hospital bed. Just one bed day saved and the NHS gets ahead. Economists have also predicted a financial juggernaut heading towards councils who will, if current trends continue, find their entire budgets taken up by health and welfare by 2030 – anything that eases that pain is worth taking.

The device will migrate into an app on a standard smart phone where the purchase price and rental may be higher but, if a company is prepared to R&D and look at a ‘suite of teleheath soloutions’, should we begrudge them their cut? They’ve got to pay Sean Bean’s voiceover wages somehow.