The Body Mass Index (BMI) has long been the standard for assessing obesity as its simple, convenient and cheap.  But it has also been dogged by complaints that it’s inaccurate and limited.  A study in the journal Pediatrics suggests there might a more accurate measurement to assess obesity in children – neck circumference (NC).

Neck circumference could give a more accurate measurement of someone’s body fat composition than BMI, particularly in the all important spare tire area.  NC has a strong correlation with central adiposity (fat around the middle), which studies have shown is a good indicator of obesity-related complications.

In the battle against obesity, more accurately measuring body fat composition is a big step in the right direction.  But obesity management, and the management of metabolic diseases commonly associated with obesity such as type 2 diabetes, high cholesterol and hypertension are things we need to focus on now. 

Through the use of behavioral science, we’ve learned that while the conditions varied, the motivations and barriers to change of patients diagnosed with those conditions are very similar.  We’ve called this a “metabolic mindset”, and believe that if approached correctly, is susceptible to change.

Tags: Behavioral Insight, Behavioral Science, Cardiovascular Management, Communication Plan, Consumer Mindset, Hypertension Management, Metabolic Diseases, Metabolic Management, Obesity Management, Patient Communication, Pharmaceutical Marketing, Relationship Marketing