Category health

Mumbai, February 27, 2023 – SVKM’s CNM School, as a part of their 25th-anniversary celebration, organised a Mini Marathon Run on the morning of February 26, 2023. The event was a phenomenal success, with parents and students running for a cause, and successfully raising Rs 6,00,000 for the Tata Memorial Center to support cancer patients. With the theme “YES, WE CAN!” the event saw participation of 3,000 students, parents, and teachers of CNM School. The registration fee was Rs. 200 per participant, and all proceeds went towards the Tata Memorial Center.

“Our school has always believed in giving back to society, and this mini-marathon is a testament to that. With every step taken, we raise awareness and funds for a noble cause,” said Kavita Sanghvi, Principal of CNM School. She added: “The Management has organised this event to commemorate the 25th anniversary of SVKM’S CNM School and through this magnanimous gesture instilled lifelong values and learning within all.”

The event has raised Rs. 6,00,000 for the ImpaCCT Foundation, an acronym for “Improving Paediatric Cancer Care and Treatment.” It serves as the paediatric foundation of the Tata Memorial Hospital, which ensures that every child with cancer receives treatment and support regardless of their family background. It was established in October 2010 to ensure that every child with cancer coming to Tata Memorial Hospital, receives treatment and other
support regardless of the family background.

The cheque for the raised funds was presented to the Tata Memorial Center on the day of the event.

“We invite all parents and students to join us in this selfless initiative of sharing and giving. Your participation is crucial in showing that you care,” added Principal Sanghvi. It is said that charity begins at home. Running for a charity, whether the race is for one specific cause or the cause gets you into a specific race, gives an added purpose to the running. This event is in alignment with our credence as an institution, which has always believed in giving back to society. SVKM’s CNM School is committed to supporting young cancer patients. Join the CNM School community and take a step towards making a difference in someone’s life.

Jammu: North India’s leading healthcare provider Max Smart Super Speciality Hospital, Saket today announced the launch of its exclusive Multi-Speciality OPD services in the city in association with DB Clinic Dawa Bazaar Pharmacy, MC Complex, Opposite Bakshi Nagar Bridge, Akhnoor road, Jammu.

The OPD services will be functional from today onwards with senior clinicians of Max Saket, Hospital from specialities like Urology, Orthopaedics, Neuro, and Spine visiting Jammu once every month to provide expert consultations. This OPD launch is yet another patient-centric step towards making quality healthcare services accessible to the people of Jammu and nearby regions.

Present on the occasion were Dr. Ramneek Mahajan- Senior Director (Orthopaedics) & Head Joint Reconstruction (Hip & Knee) Unit, Dr. Gaurav Garg- Consultant, Urology, and Dr. Yawar Shoaib Ali- Consultant, Neurosurgery from Max Smart Super Speciality Hospital, Saket.

During the launch of the OPD services, Dr Ramneek Mahajan said, “With advancements in the field of science and technology, advanced procedures like Robotic joint replacement surgeries are taking over the old and conventional method of surgeries. “Our Initial experience with robotic surgery for total knee replacement and hip replacement has been transformative, In other words, the robotic systems have been able to allow higher accuracy placements of implant, reduce bone cuts, better soft tissue protection, less blood loss, less post-operative pain, shorter hospital stays, faster recovery and long-term durability of implant”.The MAKO system at Max Smart Hospital uses the Triathlon Knee System (Stryker) with a survivorship of 99.7% and encourages rapid abandonment of crutches, lesser Anterior Knee pain, and reduction in physiotherapy sessions. Robotic surgery preserves all the natural structures of the joint (less tissue damage), ensures minimal pain and early recovery, it is not expensive.

Also presenting during the launch, Dr Gaurav Garg, said, “As the cases of urological disorders have significantly increased in the country especially in the Northern region in the recent past, we have equipped our hospital with advanced facilities like Holmium laser, advanced endourology/laparoscopy devices like flexible ureteroscopes (RIRS), operating microscopes, C arm, Robotic da Vinci system, etc for providing the best treatment possible to patients suffering from these conditions. The launch of these OPD services will help bring world-class Urological expertise to the people of Jammu and adjoining areas while serving those suffering from such related issues.”

Dr Yawar Shoaib Ali, who was also present at the occasion, said, “Advancements in the field of neurosurgery have made treatment options for several brain and spine disorders in adults as well as children much safer, easier, less pain induced, and lead to a faster recovery as well as a minimum to no postoperative complications. Brain and spine disorders can now be treated with advanced microscopes, O arm, Neuro-navigation, nerve monitoring, endoscopes, mobile CT scan, stereotaxy, and transcranial Doppler, among several others. We have a dedicated neurointensive care team and neurosurgical ICU that provides round-the-clock care for our patients. With the help of these OPD services, we will be able to bring the best treatment options for the people of the city.”

Bengaluru: Adding another feather to its glorious hat of achievements, Apollo Hospitals, Bannerghatta Road, Bengaluru, one of the premier healthcare providers in the country, became the first hospital to perform India’s first robotic aortic valve replacement, a rare high-end procedure, spearheaded by Dr. Sathyaki Nambala, Chief Cardiac Surgeon at Apollo Hospital, Bannerghatta Road. Less than 200 such procedures have been performed globally until today and India now has one in her bucket, thanks to the expertise of Dr. Nambala and his team at Apollo Hospitals Bannerghatta Road.

This breakthrough procedure conducted by extensively trained doctors gave a new life to a 60-year-old who was diagnosed with a calcific Aortic Valve with severe stenosis. The heart was significantly dysfunctional due to the long-standing issue and required early Aortic Valve Replacement. Additionally, he was suffering from a chest wall deformity – scoliosis with crowding of ribs, making his condition more complex. He was discharged within 3 days of the procedure and is doing perfectly well and healthy.

Speaking about the working of robotic aortic valve replacement, Dr. Sathyaki Nambala, Chief Cardiac Surgeon at Apollo Hospital, Bannerghatta Road, said: “At present, Apollo Hospitals, Bannerghatta Road is the only center in India for robotic cardiac surgeries and we focus on complex cardiac surgeries like valve repairs and valve replacements through robotics. In the case of robotic aortic valve replacement, you do not have to do any incisions. You will need to make one to four holes on the chest based on which side of the heart you would want to access and complete the procedure.

While the time taken for the surgery varies depending on the complexity of the procedure, a straightforward surgery takes about one and half to two hours and within just 24 hours, the patient can go home. With robotics, it is like sitting inside the heart and doing the surgery.”

“Robotics is a minimally invasive procedure, giving a 3-dimensional, high resolution, magnified view of the inside of the heart, making it easier for the surgeons to fix the valve with utmost precision. It uses a 0.8 mm port and results in no blood loss, no requirement of blood to be given to the patient, no requirement for painkillers as it is almost painless and no risk of infection and post-procedural infections at all. The time of recovery is the least in such cases and the patient can be discharged within a day and can resume to normal activities within 24 hours of the surgery. Right now, robotics is the ultimate advancement in the cardiac surgery segment that medical science can see,” he added.

Robotic aortic valve replacement is an extraordinary technical procedure and is conducted in only a very few centres across the world. Apart from Apollo hospitals, Bannerghatta Road, Bangalore that has conducted about 250 robotic cardiac procedures since 2019, there are about four to five such centres in North America, one to two centres in Canada and about one centre each in the countries of Western Europe. Also, it requires highly skillful and trained surgeons to conduct such procedures.

Highlighting the training procedure for robotic cardiac surgeries, Dr. Sathyaki said: “The training process is extensive and takes several years. Initially, the training has to be done on simulators and a surgeon has to spend a specific number of hours conducting this procedure on a simulator and attain an eligible score. Following that, a surgeon has to visit various centres that perform such procedures and observe how it is done. Then, he can conduct the same on pigs and move on to try his hands on dead bodies, also known as cadaver practice. The surgeon has to then assist a senior surgeon during surgeries and do such surgeries under the guidance of an expert surgeon before conducting a surgery independently on simpler procedures before taking up complex ones.”

Dr. K. Hari Prasad, President – Hospitals Division said: “Apollo Hospitals has always been committed towards providing top notch health care in the country. It is a moment of honour for Apollo Hospitals Bannerghatta to be able to perform India’s first robotic aortic valve replacement, a breakthrough in complex cardiac surgery space, thanks to our up-to-the-minute infrastructure and extensively skilful doctors. Cardiovascular Disorders happen to be one of the leading causes of fatalities in our country and robotic surgeries to treat a complex cardiac condition almost painlessly, with utmost precision and recovery in no time is a revolutionary step towards cardiac care.”

Mumbai, 21  February 2023: eye square, an innovative market research company, recently carried out a survey with its partner Oculid, inviting 100 US participants to record data by making use of real InContext Research and eye-tracking analysis on the participant’s personal smartphones at home to explore different usage scenarios.

Additionally, the report highlighted that Americans spend 200+ minutes daily on social media, which is increasingly relevant for advertising and online shopping. It also provided insight showing that 66 percent of all searches on social media platforms tend to happen on mobile phones.

Volga Benjamin Fernandez, Director (India), eye square, said, “The case study presents us with the opportunity to highlight several benefits of mobile eye-tracking software to brands and how it can enable them to grow without breaching any privacy concern of the customers. Further, it sets the right tone for the brands present in India and how they can use the expertise of eye square and get insights into what the customers see, think, feel and do and what makes the difference.”

The report showcased how eye-tracking software can enable brands to see the real consumer behavior of customers on their personal devices. The use of eye-tracking software presents brands with quality control and analysis beforehand so that the results can be accessed immediately, reducing the waiting time since all recordings can be done simultaneously.

The report lays down a strong map filed for the eye tracking software to be utilized in the Indian digital advertising ecosystem from the brands due to the increase in internet and smartphone penetration, rising e-commerce and online transactions, favorable government policies, increased consumer trust in online shopping and growing middle-class with higher disposable income.

Furthermore, the report highlighted combining implicit methods and in context technology environments like Amazon, Instagram, or YouTube sandboxes make eye-tracking live up to its best, allowing brands to measure the effects the ads compare them automatically over groups and designs instantly.

According to recent studies, the average time an Indian spends on social media daily is approximately 3 hours. Online shopping and advertisements account for a large portion of social media usage in India, according to some studies. In India, social media usage has seen a rapid increase in recent years. This is estimated that a considerable amount of screen time is dedicated to viewing advertisements and shopping online.

In the context of the Indian market, eye square will present brands with insights on digital advertising platforms like Google, Facebook, YouTube, Amazon, Instagram, LinkedIn, etc., allowing them to customize their ads in accordance with the specific target audience and advertising goals of the business consumer preferences on the respective platforms.

 by Dr. Ravi Kumar C P, Consultant – Paediatric Neurology, Aster CMI Hospital, Bangalore

Every year on the 2nd Monday of February, International Epilepsy Day is celebrated globally to raise awareness about the disease. This year the theme for International Epilepsy Day is ‘Stigma,’ which aims to highlight the stigma that people living with epilepsy have to deal with on a day-to-day basis.

Many people in our country consider epilepsy as a curse, due to which, people with epilepsy are unable to find suitable jobs, children don’t get admissions to schools and support in education and several marriages are broken because of a stigma of epilepsy.

Many myths and misconceptions also contribute to the stigma surrounding epilepsy and deprive patients of appropriate treatment and management. For instance, people consider epilepsy as a mental disorder that limits a person’s ability to perform certain activities and even think that it is contagious.

To dispel such myths and misinformation and help patients with epilepsy get timely treatment, with this article we aim to increase public awareness on International Epilepsy Day.

What is Epilepsy?

Commonly known as fits, Epilepsy is a disorder that affects the central nervous system due to which our brain shows abnormal electrical activity and causes recurrent and unprovoked epileptic seizures. It is a chronic neurological behaviour which is identified as seizures.

It is one of the most common neurological disorders that roughly affects over 65 million people worldwide. While anyone can develop epileptic fits, it is generally found among people who have a history of brain injury or have inherited it from their family members. In children most of the times, it is of unknown cause.

Even though the exact cause of epilepsy remains unknown, this condition affects more men than women and is commonly seen in children rather than adults. If you or your child is having a series of two unprovoked seizures then you must immediately consult a doctor.

What is a seizure and how is it different from epilepsy?

A sudden rush of electrical activity in the brain is known as a seizure. People who undergo an epileptic attack undergo mild and self-remitting seizures with the following characteristics –

● Loss of consciousness while undergoing a violent episode

● Drooling and or incontinence of bladder

● Abnormal or jerking movements of limbs

People often get confused between epilepsy and seizure. A stark difference between the two is that seizure is a single occurrence of fits whereas epilepsy is recurrent and unpredictable incidents of seizures.

What are the symptoms and causes of Epilepsy?

Symptoms of epilepsy vary from person to person and depend on the type of seizure a person is undergoing. The most common signs and symptoms include –

● Difficulty in movement and stiffness of muscles and joints

● Disruption of senses, or other cognitive functions depending on the severity

● Unavoidable jerks/convulsions in the body

● Psychological symptoms include anxiety and déjà vu

While the exact cause of epilepsy remains largely unknown, some of the pervasive causes of epilepsy are:

● Brain damage, severe head injury or a stroke during birth or gestation causing causes a lack of oxygen transfer to the brain

● Some specific genetic syndromes and abnormalities or associated brain malformations such as arteriovenous malformations (AVMs) and cavernous malformations

● Brain tumour or an infection like meningitis, encephalitis, or neurocysticercosis leading to epileptic episodes

What are the common myths associated with epilepsy?

The common myths, misconceptions, and social stigma attached to epilepsy include –

● Epilepsy is contagious – However, the fact is that you cannot simply catch epilepsy like the common cold from one person to another

● People with epilepsy can swallow their tongue – Most people think that people with epilepsy can swallow their tongue during an episode, and try to force things in the mouths of the patients. But, the fact is that you must avoid putting something in the mouth of the patients while they are undergoing a seizure as they recover within a minute.

● Epilepsy makes you disabled and people with epilepsy can’t work – These are the commonest myths that have prevented several people from taking timely treatment. People need to understand that epilepsy is not a mental illness and that patients living with epilepsy possess the same skill sets and intelligence as the rest of us. While some people with epilepsy are unable to work, others are successful and can be found in every sphere of life and at all levels of the business including government, the arts, and the professions.

Why do we need to embrace awareness and encourage early prevention?

It is critical to eradicate these misconceptions associated with the disease and normalize people with epilepsy. If all of us promise to work towards spreading awareness about the disease then we can empower several epileptic patients and their family members to take timely action and specialist care. This can help save the lives of several patients who are dealing with this dreadful disease.

By Dr Achal Saradava, Arthroscopy And Joint Replacement Surgeon. HCG Hospitals Rajkot

Regenerative medicine is a rapidly evolving field that is transforming orthopaedic care. This field encompasses a wide range of treatments and technologies aimed at repairing or replacing damaged or diseased tissues in the body with the goal of restoring normal function and reducing pain. In the field of orthopaedics, regenerative medicine is proving to be a game-changer, offering new options for patients In the field of orthopaedics, regenerative medicine is proving to be a game-changer, offering new options for patients with conditions ranging from joint pain and osteoarthritis to traumatic injuries and degenerative conditions. Regenerative medicine refers to the use of advanced therapies and treatments to promote the healing and regrowth of damaged or lost tissue in bones, joints, and muscles.

The use of regenerative medicine in ortho-care

Platelet-rich plasma therapy: Regenerative medicine in orthopaedics also includes the use of platelet-rich plasma (PRP) therapy. PRP is a concentrated solution of platelets and growth factors that is derived from a patient’s own blood. When injected into the damaged area, PRP has the ability to promote healing and regeneration by stimulating the growth of new tissue. PRP therapy is commonly used to treat conditions such as tendinitis, ligament sprains, muscle strains, Arthritis of various joints and bony nonunion after a fracture.

Biologic scaffold: Another exciting area of regenerative medicine in orthopaedics is the use of biologic scaffolds. Biologic scaffolds are made from natural or synthetic materials that are designed to mimic the structure and function of native tissues. They are often used to provide support for new tissue growth and to promote healing in the damaged area. Biologic scaffolds can be used in a wide range of orthopaedic conditions, including rotator cuff tears, knee ligament injuries, spinal cord injuries and Cartilage damage in joints.

Regenerative injections: Regenerative medicine is also redefining orthopaedic care through the use of regenerative injections. Regenerative injections are a minimally invasive procedure that involves injecting a variety of biological products, such as PRP directly into the damaged area. These injections have the ability to promote healing and reduce pain and inflammation, making them a valuable tool in the management of orthopaedic conditions.

Why regenerative medicine is beneficial for orthopaedic patients

Leads to faster and more efficient healing: One of the key benefits of regenerative medicine in orthopaedics is its ability to promote faster and more effective healing. Traditional orthopaedic treatments, such as surgery or physical therapy, may help manage pain and improve function, but they do not always address the underlying cause of the injury or degeneration. Regenerative medicine, on the other hand, uses a variety of approaches to stimulate the body’s natural healing process, helping to repair or replace damaged tissue and improving overall function and quality of life.

Minimally invasive: Another key benefit of regenerative medicine in orthopaedics is its potential to reduce the need for invasive treatments, such as surgery. In many cases, regenerative therapies can be performed in a minimally invasive manner, without the need for major incisions or hospitalisation. This can result in quicker recovery times and a lower risk of complications, such as infection or scarring.

Reduces pain management need: Regenerative treatments may help reduce the need for ongoing pain management medications or physical therapy.

Heals patients who haven’t got optimal results from traditional treatments: One of the most exciting aspects of regenerative medicine in orthopaedics is its potential to provide new hope to those who have not found relief from their symptoms through traditional treatments. For example, regenerative treatments may be an option for patients with degenerative joint conditions, such as osteoarthritis, who have exhausted all other options for pain relief.

In orthopaedics, regenerative medicine offers a promising new approach to treating musculoskeletal conditions. It is a game-changing approach in the field of orthopaedics because of its ability to promote faster healing and reduce the need for invasive treatments. One can reach out to the expert Orthopedic surgeon and Rheumatologist at HCG Multispecialty Hospital to get more informed on regenerative medicine for ortho care and opt for it for enhanced treatment outcomes.

Dr. Balbir Singh, Chairman- Cardiac Sciences, Max Hospital, Saket, New Delhi

As we keep going into the down year and try to look back at the progress of care of cardiac patients, we realize the rising number of heart disease patients in the country. We also understand the high risk and high death rates in elderly people.

This means we as cardiologists have to be extra careful, revising, and learning more technological skills. The good news for the patients is that we are improving technologies and new, safer procedures at Max Super Specialty Hospital at Saket. This is our endeavor to add more skills and save more lives.

The new technique which has been added at Max Saket and provides additional benefits are the Mitral Valve Clip, Cryoablation and the use of remote monitoring cardiac rhythm.

Being the pioneer investigator for all these new therapies, several patients who were not treatable are now finding benefits. The first Cryoablation in a patient with atrial fibrillation was performed in Nov of last year and the patient is asymptomatic on a one-year follow-up.

One of the toughest encounters that cardiologists face among the geriatric population is associated co-morbidities like renal, pulmonary, Cerebrovascular, and frailty that makes them highly vulnerable for cardiac surgery. But the latest innovations which are guided by these concerns emphasize minimally invasive interventions making the procedure much safer. Apart from the hardware, in the percutaneous intervention (PCI) the emphasis is laid on partially or completely absorbable stent platforms. They are hypothesized to decrease the late stent associated events and likely decrease dual antiplatelet therapy duration.

It has been often noticed, that in many cases though people are aware of the problems associated with their lifestyle choices, however, they continue doing that. Apart from aging, the major contributors to the problem are irregular sleep cycles, bad eating habits, stress, hypertension, pollution, high cholesterol, tobacco, alcohol, and many more. Therefore, Max Hospital Saket as an initiative to spread knowledge and awareness on how people make themselves prone to heart ailments used this platform. The experts also shared the ways to notice any early symptoms of heart attack and reach out to the nearest hospital for medical assistance.

Bengaluru, 17th February 2023: Zydus Hospitals, Ahmedabad, and India Medtronic Private Limited, a wholly-owned subsidiary of Medtronic plc (NYSE: MDT), announced their partnership to support stroke patients in Gujarat via a hub and spoke network. As part of the partnership, Medtronic will collaborate with Zydus Hospitals to build an ecosystem that can help in the timely diagnosis and treatment of stroke patients by facilitating the use of indigenous AI-enabled technology and providing tools and technologies to support the education and training of doctors in select remote hospitals.

In India, nearly 1.8 million patients are affected by stroke each year.1 In the bigger cities with improved healthcare infrastructure, patients stand a better chance of proper diagnosis, followed by the requisite treatment. However, in the peripheral & rural settings, the challenges are aplenty. The partnership will serve the people of peripheral Gujarat by helping them deal with stroke as a disease effectively. The hub and spoke system works on an advanced AI capable of interpreting a CT scan for a stroke. A team of stroke experts at Zydus hospital (hub) would visualize the CT scan performed at the remote hospital (spoke) and handhold the local physician on further patient management. This way, the physician at the remote hospital is empowered to decide on the future course of action basis the patient’s needs and the patient receives the right treatment at the right time.

Michael Blackwell, Vice President, Medtronic India said, “At Medtronic, we’re accelerating the development of technologies that can help patients manage their disease while living their lives to the fullest. We’ve been consistently partnering with hospitals across India to advance our vision of transforming stroke care for patients in India. Through these collaborations, we can integrate technology to address local healthcare barriers across the care continuum.”

Dr. V N Shah, Mentor & Senior Endocrinologist & Metabolic Physician, Zydus Hospitals, stresses the need for a greater patient-centric approach. He says, “Medicine as a profession revolves around the patient. The patient-centric approach will take us on the path of constant improvisation. Stroke is a big disabler in developing countries like ours. Treatment of any disease starts with quick and efficient detection; the launch of peripheral stroke centers will enhance the survivability of our patients.”

Dr. Kalpesh Shah, Senior Consultant, Endovascular Neurosurgery, Zydus Hospitals emphasizes the fact that the “Brain is a complex organ, so are the diseases associated with it. Often stroke & brain hemorrhage lead to disability which is not just limited to the patient but the adverse effect is equally felt by the family and the household. Timely diagnosis of the disorders with the use of AI even when you are miles away from the specialist hospital can be a lifesaver enabling guided treatment to start immediately under expert supervision.”

Dr. Dipak Patel, Senior Consultant, Neurosurgery, Zydus Hospitals opines “Brain stroke may occur in the form of infarction or hemorrhage. Treatment within the first six golden hours has a greater impact on outcomes in the case of infarction or hemorrhage. Removal of a blood clot to open up the closed blood vessel and emergency surgery for hemorrhage or infarction is associated with good outcomes in such patient.”

Dr. Arvind Sharma, Senior Stroke Neurologist, Zydus Hospitals says “80% of strokes are preventable & time is the brain. If you keep hypertension, diabetes & obesity in check, and stop smoking, the chances of stroke can drastically reduced. If anyone has stroke symptoms, the right diagnosis and optimal treatment within the golden hour is paramount. Creating a network of remote stroke centers will bridge the care gap.”

Dr. Ajit Sowani, Senior Neurologist, Zydus Hospitals “In stroke, the most important course of treatment is to remove the block in the brain as soon as possible- and must be done within 24 hours from the onset of symptoms. The turnaround time is crucial in such a situation and the AI-driven technology helps clinicians to fast-track the next steps of treatment addressing critical patient diagnosis.”

By Dr. Ipsita Basu, DO, DNB, DipNB, Consultant – Pediatric Ophthalmology, Disha Eye Hospitals

Most people are ignorant about basic eye health and hygiene. Ensuring proper protection and maintaining accurate eye hygiene can assist one to keep away further issues arising from negligence which can even make someone’s vision partial and also totally blind. Basic eye care can also help in avoiding common issues like eye allergies, conjunctivitis, redness, puffiness, etc.

Some easy but important eye healthcare guidelines which will help to safeguard your eyes and to combat any infection under any circumstances are listed below-

1. Use of Ultraviolet Goggles – We need to be careful while choosing our sunglasses. If an individual has to get exposed to the morning sun or be in the outdoor area for long hours, then it is always advised to make use of ultraviolet protective sunglasses only. This will help to prevent eye allergies and long-term eye diseases.

2. Avoid Contacting the Eyes with Unclean Hands- Do not rub your eyes with unwashed hands, especially if we are in outdoors and in public places, after shaking hands with other fellows or if we are in a state of heavy sweating. We, ourselves might become the career of infections or allergies to our eyes.

3. Be Careful With The Tear Film – It is necessary to avoid splashing water heavily inside our eyes. This may damage the tear film which is a protective layer. We must wash our eyes only if foreign particles like dust enter our eyes and cause irritation.

However, it is a requisite responsibility to clean our hands and face once we reach our home as this prevents dust and grime from entering our eyes and causing eye allergies. But this action must be undertaken very carefully. One should not be in a hurry or negligent while cleaning the face and eyes. A minor fault may lead to major damage as our eyes are the most sensitive organ in our body.

4. Be Cautious With Your Contact Lenses – Extra care is imperative for those who are regular users of contact lenses. Going to bed wearing the same is dangerous to eye safety and should not be worn for more than 16 hours. It might impact the cornea.

For maintaining an accurate vision it is always requested to the users to stick to the Do’s and Don’ts mentioned clearly by the ophthalmologists. One needs to be extra cautious regarding the Liquid which is used to wash the Lenses. The Date of Manufacture and the Period Of Its Expiry should be checked. Do not buy the liquid which has exceeded its expiry date or has no mention of this credential.

5. Take Caution Regarding Cosmetics Applied On The Eyes – Cosmetics have become an integral part of our day-to-day life. While decorating our eyes to impart a unique appearance in our personality, some safety and hygiene measures need to be considered seriously.

a. Avoid sharing any common handkerchiefs, towels, toiletries, etc. Do not share common eye cosmetics. Eye makeup should be light, especially during the daytime.

b. If Eye shadows are applied then it should not spill over into the eyes.

c. Ensure the application of waterproof mascara. Melted mascara can be harmful for the eyes. As, Mascara is mainly used to make Eye Lashes look elongated and beautiful but this artificial appearance is a threat in disguise to the safety of our eyes. Mascaras contain Fibers that can cause irritation and even when it enters the eye can cause blurred vision.

d. Be careful while using eyeliner. It should not get in contact with the eyes directly.

e. Refrain from applying Glittery Eye Cosmetics. Such metallic products cause heavy irritation in our eyes and may lead to serious damage like a deep scratch in the Cornea. It can permanently destroy the visionary capability if a person is wearing contact lenses.

f. High obsession with Eye Cosmetics can be an influential factor in causing ‘Corneal Abrasion’. The term ‘Corneal Abrasion’ refers to a particular kind of eye injury. This is caused when someone is applying eye makeup in a moving car or bus and the vehicle suddenly undergoes an abrupt slowdown and the individual hits her eye with the brush or the eyeliner or a sharp Eye Kajal stick. Such a state can lead to a severe scratch in the Cornea section.

g. Today, amongst women there’s a habit of using imposed Eyelash Extensions. Such eye cosmetics are undoubtedly short spanned and so any user is always reluctant to wash the eyes thoroughly as these eyelashes might fall off. This can prove to be dangerous. Prolonged application with no cleaning will become the dominant reason for a serious eye infection.

h. Be careful while removing the eye makeup, if somehow makeup goes inside the eyes, then rinse fast with cold water and don’t rub. Always remove makeup before retiring to bed no matter how late it may be.

India-wide release, 15th February 2023: One of India’s leading pharma brands, Torrent Pharmaceuticals Ltd, recently unveiled its first-ever 12-week-long campaign across TV and digital. With this new campaign #BeShelcalStrong, the pharma giant announces the entry of its brand Shelcal 500 – a market leader and the no. 1 doctor-recommended calcium supplement$ – as an over-the-counter (OTC) calcium supplement brand.

The ever-rising consumer empowerment, demand for relatable storytelling and expectation of engagement has necessitated creating of multi-channel marketing campaigns. Nowadays, consumer healthcare marketers understand that engaging consumers in out-of-the-box marketing practices is increasingly helpful in getting their point across. These subsequently encourage conversations around health issues and offer solutions to help individuals fix them.

In India, close to 40% of people are calcium deficient and 79% are Vitamin D deficient*. With this campaign, Torrent Pharma aims to raise awareness about the importance of fulfilling one’s calcium and Vitamin D3 needs in a way that is relatable to the daily lives of people.

As a part of the #BeShelcalStrong campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator on the website, www.shelcal.com, which will calculate the approximate daily dietary calcium intake of the user, meeting 100% RDA of calcium. Based on the analysis, consumers can make an informed decision about their calcium intake. In addition to this, consumers can connect via the toll-free number 18002020240 to seek assistance and resolve calcium-related queries.

Additionally, the TVC created under the campaign aims to address the aforementioned lack of dietary calcium amongst people by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40. By depicting everyday instances, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.

With its composition of 500mg of Calcium and 250 IU of Vitamin D3, Shelcal 500 helps optimize calcium absorption, increases bone density, improves muscle strength, and helps boost immunity. The calcium is sourced from natural ingredients like oyster shells, having good absorption/bioavailability in the body.

Furthermore, Shelcal500 is a consistent market leader in the Rx category, with a market share currently at ~43% that continues to rise$. And going OTC will see Shelcal further increase its market share substantially in the consumer healthcare segment.

Aman Mehta, Director at Torrent Pharmaceuticals Ltd, said, “With Shelcal’s entry into OTC, the brand is poised to become the largest calcium supplement brand in India. Via this campaign launch, we wish to encourage consumers to take calcium supplements regularly to make up for their dietary deficiencies. #BeShelcalStrong is a strong value proposition that intends to not only build on Shelcal’s brand awareness but also educate people about calcium’s importance to their diet, which in turn can positively affect their quality of life.”

Amal Kelshikar, Executive Director at Torrent Pharmaceuticals Ltd : “According to data, 40.6% of Indians are calcium-deficient, while 79% of Indians are Vitamin D-deficient*. Moreover, while RDA recommends 1000 mg/day of calcium, 1 out of every 2 Indians consume less than 50% of the recommended range*. However, the awareness amongst the consumers in this regard is low, or despite awareness, it is not acted upon. This is why it is important to not just spread awareness about the prevalence of calcium deficiency but also to get people to act upon filling their deficiencies. Thus, by taking Shelcal 500 to OTC while presenting a relevant, relatable and engaging campaign that is driving awareness about how critical it is to complete one’s calcium requirements, Torrent Pharmaceuticals is actively endeavoring to bridge the gap between consumers and a healthy, active lifestyle.”

Marketing of Consumer Health Care products can be interesting and powerful, while still remaining informative. In order to be successful, pharma marketers also need to recognize the importance of building long-term relationships with customers based on trust and care. Today’s hectic and fast-paced lifestyle often gives way to food habits and a diet that may lack adequate nutritional value, giving rise to several health implications. Owing to the pervasive Calcium and vitamin D deficiency in India, and with a vision to offer care via providing better and greater access to dietary calcium, Torrent Pharmaceuticals thus curated this compelling campaign that urges people to #BeShelcalStrong.