The Neurogenesis Project Inc.

What is the biggest operational challenge that you will face in the upcoming year?Scaling! Our artisanal approach means that we spend a lot of time deeply engaged with our patients. However, we are at an inflection point where we would like to be able to share our care protocols with a larger panel of patients. We will have to become more efficient at handling business operations and logistics in order to maintain our patient-centric approach without degrading the quality of our service.

What trends are shaping the health and wellness industry right now?We’re moving from the Cardioeconomy to the Neuroeconomy. For centuries, the heart was the organ we built medicine around. Now the brain is the organ that determines whether you can work, earn, and stay independent, and healthcare hasn’t caught up.

How do you approach holistic well-being with your clients or audience?We treat the hardware and the software. Our neuromedical protocols fixe the brain’s biology; Neurocoaching changes how you use it. Almost nobody does both under one roof. We help to remove the stigma of character flaw that comes with brain failure so that people can advance beyond their own perceived limitations.

What challenges do you see in helping people sustain healthy habits?Willpower is a brain function. However, if the brain is inflamed, under-fueled, or damaged, asking someone to “just try harder” is like asking a car with a bad engine to drive faster.

How do you tailor programs for different fitness or health needs?We tailor our care plans by doing in-depth assessments. We are highly data-driven and assess the brain’s structure and function first using advanced imaging, labs, genetic testing, and cognitive testing. The results then dictate which specific interventions are most likely to deliver results the fastest and most economically.

What role does technology play in supporting wellness today?Technology does two things for us. First, it enables us to see and understand the brain in ways we couldn’t ten years ago. Next, it allows us to become much more engaged with patients and coaching clients between visits, which is where habits are actually crafted. Artificial intelligence is making it easier for us to remove barriers to communication and enables us to become better at teaching our patients.

Can you share a story of transformation you’ve witnessed?A seasoned, experienced nurse came to us after literally years of waiting rooms, rejections, and no answers, despite clear evidence of the origin of her problem. She had become ostracized by her medical providers, who mistakenly attributed her symptoms to mental illness, when instead there was a subtle anatomical abnormality causing the problem. We reviewed her brain scans on a big screen together and showed her what had been missed, which allowed us to refer her to the right surgeon who had considerable expertise in her rare disorder. Surgery completely changed her life, and today she is functioning better than she had since becoming a teenager.

What motivates you in this industry every day?I spent decades working in a system that made it hard for patients with complex neurobiological problems to get good results. Today, I am motivated by the ability to provide care that genuinely improves our patients’ brain health, and it is their gratitude and success that continues to build that motivation.