Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Wed, Apr 1 1992 Date: Wed, 1 Apr 92 05:43:26 EST Message-ID: 04-01 0000 DECISIONLINE: Trends & Marketing USA TODAY Update April 1, 1992 Source: USA TODAY:Gannett National Information Network MRI IS HOT DIAGNOSTIC TOOL: Magnetic resonance imaging is fast becoming sports medicine's hot new diagnostic tool. Consider Cincinnati Reds pitcher Rob Dibble, who had an MRI March 24 to find out the cause of constant pain in his right pitching shoulder. Dibble had a diagnosis minutes after the procedure: Tendinitis. Prescription: Rest, not surgery and a possible lost season. (For more, see special MRI package below.) NICOTINE PATCH GAINS STEAM: A Band-Aid-sized patch that delivers undiluted nicotine to the bloodstream, is the newest medical treatment in the campaign to stop people from smoking. It's cropping up in full-page magazine ads and newspaper and TV ads. Demand has led to brief shortages in some areas. The Food and Drug Administration first approved it in November; it's been available in European nations for years. THREE BRANDS AVAILABLE: A nicotine patch designed to get people off cigarettes is sold as Nicoderm, Habitrol and ProStep in the USA. It comes in 21 mg, 14 mg and 7 mg strengths. The patch costs $2.50 to $3 a day, or $250 to $300 for the recommended three-month program. Most insurance policies don't cover the cost, although some businesses do cover the cost through employee wellness programs. GREEN TURNS BROWN FOR INVESTORS: Investors have been laying bets on companies they think will power higher in a recovering economy. First-quarter winners include retailers. But losers for 1991 include environmental companies. Investors apparently are no longer convinced that the green movement is a great investment. Also a concern: Accounting practices that knocked down one waste-management company. SIMPLE VACATIONS FAVORED: Vacationers are picking up on the themes of the '90s: Keep it simple. No surprises. And make it worth it. Cruises and all-inclusive resorts, both prepaid getaways that include lodging, meals and programs at set cost, now are 58% of vacations being sold, says a new survey of 400 travel agents by Traveline Surveys. The survey was done by Travel Industry Indicators. MONEY BACK CONTINUES: Rebates on vehicles continues to be a popular selling tool. Chrysler is boosting rebates on some models and extending its incentive program through June 30. The program offering $500 to $2,000 back on most 1991 and 1992 models was to have expired Tuesday. Incentives include $1,500 on Dodge Ram pickups and $1,500 on 1991 Dodge Daytonas. HEALTH WARNING MAY SPREAD: The push for health warnings regarding alcohol is strengthening. Already, health messages are required on bottles and cans. Now, a coalition of health care organizations says that radio, television and print advertisement should have warnings. Beer, wine and liquor containers must carry a surgeon general's warning about impairment of motor function and risks of drinking during pregnancy. VAPOR DETECTORS LOOK FOR BOMBS: An increasingly popular weapon in the war on air terrorism that cost $750 million last year are "sniffing" devices, mechanical bloodhounds that inhale air from around travelers and their luggage and can pick up slight scents of hidden explosives. Pioneer Thermedis Inc.'s Egis operates in 15 international airports. Ioscan by Barringer Instruments isn't in airports yet. SCI-FI CHANNEL A GO: Cable channels, like the Energizer Bunny, just keep growing and growing. Newest addition: The much-delayed Sci-Fi Channel is a go for fall. The channel has been acquired by basic cable giant USA Network, and USA President Kay Koplovitz says Sci-Fi will be available in 10 million homes by September. Sci-Fi has rights to reruns of series like "The Invaders" and "Dr. Who." SPECIAL PACKAGE ON MRI: IMAGING MEANS LESS SURGERY: Magnetic resonance imaging, quickly becoming a popular diagnostic tool, often translates into less surgery. MRI "gives you much less exploratory surgery," according to Dr. Anton Hasson of Loma Linda (Calif.) University Medical Center. It also reduces recuperation. MRI is less invasive than arthroscopy, in which an incision is made in the joint and a lens inserted for a "scope." MRI SENSITIVE TO DIFFERENCES: When MRI was introduced 10 years ago - the first machine went into use in 1983, and there are now 2,500 to 3,000 in U.S. medical centers - it was used primarily to detect abnormalities in the brain and spine. It is extraordinarily sensitive to differences in cartilage, ligaments, soft tissue and bone. Also, says Hasson, it shows a bone bruise. The only other way to see one is a biopsy. LIGHT ALLEVIATES FEARS: Some patients are afraid of being enclosed in the tube-like machine. Hasson says they've found that light helps alleviate anxiety so newer machines have a hole to admit light. Also helpful: Eyeglasses with prisms in the lenses that allow the patient to watch the doctor at work in the next room. (End of package.) Trends & Marketing Editor: Beth Mann. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM