Bridgepoint Health is a chronic-care hospital in Toronto that used to have the much more euphonious (and meaningful) name Riverdale Hospital. It sits on a bluff above the Don River’s ravine, and is thus seen every day by the tens of thousands of motorists using the Don Valley Parkway.
The hospital is also adjacent to (and indeed has designs on) Riverdale Park. As I was running through the park yesterday I noticed that Bridgepoint has a huge banner advertising (is that the right word?) a “new disease”, neurodiabesity.
When I got home I googled neurodiabesity. I found no definition, only its being listed as one of several “new” complex diseases under attack by the brave physicians of Bridgepoint Health—and how much money that battle will take.
So, is this really a new disease, or just an opportunity for a hospital seeking a niche to distinguish itself: define a new disease, and promote oneself as that disease’s enemy-in-chief?