John ZielonkaDr. John Zielonka

Alzheimer Society of Canada

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Alzheimer Society of Canada

Today you’ll discover the support system provided by the Alzheimer Society of Canada and the Alzheimer’s Association in the United States. You will also learn how important it is to seek Alzheimer’s help, especially if you’re a caregiver for someone suffering with Alzheimer’s.

This is the 5th and final article in a series where you have now discovered:

  • How prevalent the risk of Alzheimer’s is to everyone
  • What a deadly disease it is
  • How completely ineffective medicine is at dealing with it
  • The role of both genetics and epigenetics in both early onset Alzheimer’s and late onset Alzheimer’s
  • The link between Alzheimer’s and aluminum
Alzheimer Canada

Alzheimer Society

In my first 4 articles you’ve discovered just how important it is to take a new and proactive approach when it comes to preventing the nightmare of Alzheimer’s from ever occurring in the first place.

Currently, over 5 million people suffer with Alzheimer’s in the United States who desperately need support that goes well beyond what any doctor or hospital can provide. This is where true angels can be found in the incredible efforts put forth by Alzheimer’s societies, caregivers and support workers.

Alzheimer Society Of Canada

The Alzheimer Society of Canada is located at:

20 Eglinton Avenue West, 16th Floor, Toronto, Ontario, Canada

Tel: 416-488-8772 or Toll-free: 1-800-616-8816

Although there are also chapters across Canada in many major cities.

Its functions are many including to:

  1. Represent Alzheimer’s patients and their rights
  2. Provide support groups
  3. Provide education and information
  4. Encourage research and financial donations
  5. Provide support to caregivers and family members

The Alzheimer Society of Canada has gone so far as to have developed the first-ever Canadian Charter of Rights for People with Dementia.

“The landmark Charter is the culmination of over a year’s work by the Society’s Advisory Group of people with dementia, whose members represent different walks of life from across the country. The Charter defines seven explicit rights to empower Canadians living with dementia to self-advocate, while also ensuring that the people and organizations that support them know and protect their rights.”

They have also taken the position that “Canada needs a fully-funded national dementia strategy”.

Support and services for people with dementia and carers: The dementia guide

Alzheimer Association

In the United States it is the Alzheimer Association that plays this same role. One of their goals is to educate the public on the early warning signs of Alzheimer’s. According to them they are:

  1. Memory loss that disrupts daily life
  2.  Challenges in planning or solving problems
  3.  Difficulty completing familiar tasks
  4. Confusion with time or place
  5. Trouble understanding visual images and spatial relationships
  6.  New problems with words in speaking or writing
  7.  Misplacing things and losing the ability to retrace steps
  8. Decreased or poor judgment
  9. Withdrawal from work or social activities
  10. Changes in mood and personality
The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s

Alzheimer Help and Alzheimer Caregivers

My book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”, would seem to refer to the nightmare experienced by the person with Alzheimer’s. However, it also applies to the nightmare experienced by the caregiver.

The non-stop daily toll that is both physically and emotionally exhausting for caregivers, often family members, is heart-breaking. It can be 24/7 for 365 days of the year and go on for years. As such, it is essential that caregivers reach out and get support whenever possible. I have seen this personally and tell many of these stories in my book.

Is Alzheimer’s Communicable?

I know what you’re thinking. Alzheimer’s is not caused by a virus or bacteria so of course it’s not communicable. However, I and many other experts would disagree.

Alzheimer’s is not communicable in the sense that you’ll catch it from someone if they sneeze on you; rather, if you’re a caregiver it’s the endless stress, lack of sleep and emotional distress that do in fact play a major role in contributing to many of the 6 major causes of Alzheimer’s.

As such, the health of the caregiver (or any family member) dealing with an Alzheimer’s patient must be a priority in order for the caregiver to prevent Alzheimer’s.

Alzheimer Society

What Needs To Change

As you’ve read, I can’t say enough good about the Herculean efforts put forth by these societies and especially caregivers. But here’s what has to change.

Firstly, it’s great that the Alzheimer Society of Canada has taken the position that “Canada needs a fully-funded national dementia strategy” but what strategy?

Will it be the same drug approach that is looking to reduce plaque? Even their most proactive doctors believe that their drugs failed only because they weren’t given to the patient early enough.

Or, will they continue to collect donations that go towards the same failed approach?

Furthermore, will the Alzheimer Society in the United States continue to promote the 10 warning signs that are typically way too late?  As these are not early warning signs; rather, they are indicative of someone who is already likely in stage 3 Alzheimer’s.

Therefore, if we are truly ever going to prevent this dreaded disease, we need to understand what health and prevention really mean and we must take a new approach.

CoQ10, CoQ10 Benefits, Benefits of CoQ10, CoQ10 side effects, what is CoQ10

So What’s Next?

If you’ve got to this point in my 5 article series, likely you’re:

  1. Concerned about early warning signs that you’re personally experiencing, that a loved one is experiencing (that you may be caring for)
  2. You’re proactive enough to appreciate that you must take action to both optimize brain function and prevent the nightmare of Alzheimer’s from ever occurring in the first place.

We need to understand the true definition of health and prevention and we need a new approach. I invite you to share these articles with your friends and loved ones. Also, I invite you to discover what true health really is and a new approach to preventing Alzheimer’s by reading my book,

“The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”

Also, for those who wish to work with me, watch my masterclass “Brain Health for Life – The New Science-based Approach to Maintain Razor Sharp Memory, Laser Focused Learning and Prevent Brain Decline without Drugs Even if Your Genetics and Age Say Otherwise”.

Aluminum And Alzheimer’s

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Aluminum And Alzheimer's

Discover the link between Alzheimer’s and aluminum. A specific factor that affects us all.

This is the 4th article in my series. You have now discovered:

  • How prevalent the risk of Alzheimer’s is to everyone, what a deadly disease it is
  • How completely ineffective medicine is at dealing with it
  • The role of both genetics and epigenetics in both early onset Alzheimer’s and late onset Alzheimer’s
  • How essential it is for everyone take new, proactive and completely different approach regardless of your age.
aluminum and alzheimer's

Aluminum And Alzheimer’s – Is There A Link?

Wouldn’t it be nice if the science was actually science? What do I mean by that? Well, we’ve been raised to believe that science is… science. That it’s truth, factual and non-debatable. But unfortunately, nothing could be further from the truth.

I go into far greater detail on this in chapter 7 of my new book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”. However, in a nutshell what we believe to be science is actual full of:

  • Bias
  • Opinion
  • Ulterior motives
  • Financial ties
  • Belief

Even the choice of the question being studied. This is exactly the case when it comes to Alzheimer’s and aluminum.

On the one hand, scientists agree that aluminum is a known neurotoxin. It’s been shown to have adverse effects on more than 200 important biological reactions and causes negative effects on the central nervous system. In fact, certain experts have gone so far as to say “without aluminum there would be no Alzheimer’s”.

On the other hand, even the Alzheimer’s Society of Canada has been quoted as stating, “current research provides no convincing evidence that exposure to trace elements of aluminum is connected to the development of dementia”. But how can both be true?

Scientists agree that aluminum is a known neurotoxin…and causes negative effects on the central nervous system.

Alzheimer's brain

Alzheimer’s, Aluminum And “Science”

Let’s get silly for a second. If you were suddenly to be pierced with a spear through the centre of your chest, would you go to the hospital and expect to have it surgically removed? Obviously you’d say yes but why? There’s never been a scientific, double-blind, randomized controlled study that “proves” that this would be the “scientific” way to go.

Now I did say we’d get silly but it illustrates the point. Some in society have become so skewed in their thinking of what constitutes evidence-based or science-based that they have lost all logic and common sense.

Does that mean we ignore science or try ridiculously unproven forms of care? Of course not; but it also means we don’t become so arrogant that we become blinded by a false understanding of science.

So, what does all this mean? Just think about. Why would any rational person want a known neurotoxin in their brain? Also, the exposure to aluminum may affect people differently dependent on their specific genetic make-up as well as other combining factors unique to that individual.

This would explain why certain people are more susceptible while other studies fail to confirm a connection. Susceptible groups would include children, patients receiving antacid or aluminum containing drugs and people with reduced renal function.

A perfect example of this is the position from medical authorities. They state “there is no consistent or compelling evidence to associate aluminum with Alzheimer’s disease. Although a few studies have found associations between aluminum levels and Alzheimer’s risk, many others found no such associations”.

So, why assume that since certain studies failed to find a connection, the ones that did must be wrong? Is it not possible that the ones that failed to find a connection were wrong? What we know for sure, as discussed in my book, is that there are 6 major causes of Alzheimer’s. One of which is in fact toxin accumulation in the brain.

have you been exposed to aluminum

Have You Been Exposed To Aluminum?

Aluminum exposure can occur through:

Diet can include food, food additives, water and aluminum equipment. For example, pans, pots, utensils and foil.

Your exposure is likely guaranteed as exposure also comes from many vaccines and pharmaceutical drugs. Even if you try to minimize these, recent research shows that these toxins can actually be passed on from previous generations.

Aluminium in Daily Life - A Health Risk?

Alzheimer’s Brain

As previously discussed, toxin accumulation is in fact one of the 6 major causes of Alzheimer’s. In today’s day and age, it’s simply next to impossible to avoid exposure to toxins and the accumulation over our lifetime. In addition to what has been passed on from previous generations.

This accumulation can have serious adverse effects on normal brain function. As such, to optimize brain function and counteract this toxin accumulation, it is essential that one properly detoxifies their brain.

There is new and significant research in this area that is highly specialized. Such programs require a minimum of 90 days (no –they’re not the 7 or 21 days “specials” that you see on the internet or infomercials). For serious exposure can sometimes take a year or longer under professional supervision.

what's next for Alzheimer's

So What’s Next?

In my 5th and final article in this series, I’ll talk about all the good that Alzheimer’s societies do. Discussing both the national and local levels in terms of support for both patient and caregiver. Also, how they must fundamentally change if they ever hope to prevent the nightmare of Alzheimer’s from ever occurring in the first place.

I’ll also discuss the tremendous burden experienced by the caregiver and the steps they must take if they are to avoid the same fate. If you’d like to skip ahead you can go to my website to:

  • Read my book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”
  • Watch my masterclass “Brain Health for Life – The New Science-based Approach to Maintain Razor Sharp Memory”. Or, “Laser Focused Learning and Prevent Brain Decline without Drugs Even if Your Genetics and Age Say Otherwise”.

Early Onset Alzheimer’s Disease

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Early Onset Alzheimer's Disease

Before I dive into my discussion on Early Onset Alzheimer’s Disease, let’s recap.  In my last 2 articles you discovered;

  • How prevalent the risk of Alzheimer’s is to everyone
  • What a deadly disease Alzheimer’s is
  • How completely ineffective medicine is at dealing with it

As such, it is essential that you take a new and completely different approach. Today, you’ll discover the role of genetics in this dreaded disease and how important it is to act now regardless of your age. Especially if you’re concerned about early onset Alzheimer’s disease.  

Early Onset Alzheimer's Disease

There are two main classifications of Alzheimer’s: Early Onset and Late Onset.

Early Onset Alzheimer’s Disease

Early Onset Alzheimer’s can occur as early as your 30s. Also, it can have a genetic component of gene mutation. So, it is important to understand two key factors with respect to Early Onset Alzheimer’s.

  1.  Early Onset accounts for less than 10% of Alzheimer’s cases
  2. Even if you have this gene mutation, it is not inevitable that this gene will be expressed. Provided of course you take the necessary lifestyle steps that control whether this gene will be expressed or not.

This is the field of epigenetics where science now understands that simply having a genetic predisposition does not mean it has to happen. The bigger determining factor is whether or not that gene is turned on or off. This is greatly influenced by living a healthy lifestyle and taking all of the necessary steps. This is outlined in my book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”. 

Late Onset Alzheimer’s

Late Onset Alzheimer’s accounts for 90% of Alzheimer’s cases and is greatly linked to dietary and lifestyle factors. While there is no specific gene that causes Late Onset Alzheimer’s, there is a genetic risk factor known as the apolipoprotein E-4 (ApoE4 gene).

However, once again it is important to note that there are many with this genetic risk factor that never develop Alzheimer’s. Furthermore, others that do who don’t have this genetic risk factor.

Early Onset Alzheimer's and genetics

The Role of Genetics in Alzheimer’s

Does genetics play a big role in Early Onset Alzheimer’s Disease? The correct answer is a big yes AND a big no as you’ve gathered by now.

Of your 23 pairs of chromosomes, there is a percentage of the population that have a gene variant on chromosome 19 known as ApoE4. Apo is an abbreviation for apolipoprotein, which is a protein that carries fat. If you have zero copies of this variant passed down from your parents, then you have a 9% chance of ending up with Alzheimer’s.

However, if you have one copy of this variant passed on from either parent (known as heterozygous), your odds now jump to 30% that Alzheimer’s will be your fate. It is estimated that 25% of white Americans and 33% of African Americans carry one copy. If you have two copies (one from each parent known as homozygous) your lifetime odds jump to 50 to 90%.

However, the good news is that science now realizes that epigenetics plays a far larger role in your health.

The Genetics of Alzheimer's

The Role Of Epigenetics

Firstly, what is epigenetics? Well, it’s the field of science that deals with the factors that influence whether the particular genes you have are actually expressed or not. You should understand that just because you have genes that may not be great, that doesn’t mean that it has to be a self-fulfilling prophecy.

Secondly, what determines if a particular gene is expressed? Your lifestyle. That’s right; all the factors that I discuss in my book can help you prevent Alzheimer’s, not to mention keep you healthier overall. This regardless of your genetics. Contrary to medical dogma, epigenetics is always more important than genetics.

Get Tested For Alzheimer’s!

What does all this mean? Furthermore what should you do? Well, many doctors recommend that you don’t get genetic testing for Alzheimer’s.  All due to the belief that the stress is too great should you find out that you carry the variant and your fate is inevitable. Many people actually refuse to be tested for the same reason. Again based on the belief that there is no hope. But now that you know that the nightmare of Alzheimer’s is in fact preventable, would it not make sense that you should know?

It comes as no surprise to any of my patients or coaching clients that I am of the firm belief that it is your body, your mind and your health. Health professionals claim that we want people to make informed decisions but rarely do we properly inform them. So, I recommend two things:

  1. Get Tested – You should always know your status and then take the appropriate steps.
  2. Take Action – Even if you have 2 copies of this variant, it does not make it inevitable that you will contract Alzheimer’s. Rather it’s all the more reason you should follow my Simple 7-step Solution to Prevent the Nightmare of Alzheimer’s beginning today.

Remember Epigenetics is always more important than genetics.

Early Onset Alzheimer's Disease whats next

So What’s Next?

In my next article I’ll talk about the link between aluminum and Alzheimer’s. Furthermore why this affects almost everyone. Visit my website if you’d like to skip ahead and read my book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”. Or watch my masterclass “Brain Health for Life – The New Science-based Approach to Maintain Razor Sharp Memory, Laser Focused Learning and Prevent Brain Decline without Drugs Even if Your Genetics and Age Say Otherwise”. 

For further information click here to read, 5 Ways to Keep Your Brain Healthy.

The End Of Alzheimer’s

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the end of Alzheimer's

Could the end of Alzheimer’s be within reach? In my last article you discovered just how prevalent the risk of Alzheimer’s is to everyone and what a deadly disease it is where “you die before you die”. You also discovered that the time to deal with it is now. Long before even the thought of having it crosses most people’s minds. If you’re still naïve enough to think that modern medicine will have the cure for you, you’re sadly mistaken.

The 7 Stages Of Alzheimer’s

The most common classification from a timeline perspective is to place the progression of Alzheimer’s into seven stages as follows;

Stage 1: No Impairment

There are absolutely no symptoms of Alzheimer’s even though the disease process has started. In all likelihood, the disease process started at least 20 years earlier.

Stage 2: Very Mild Decline

Minor memory problems are noted. These are almost always attributed to age or stress, often even joked about. The person will still do well on standard memory tests and neither family nor doctor is likely to suspect that anything is wrong.

Stage 3: Mild Decline

Family members may begin to notice cognitive problems. This may include finding the right word during conversations, difficulty with remembering names of new acquaintances and losing personal possessions.

Stage 4: Moderate Decline

Symptoms of Alzheimer’s are now apparent including having difficulty with;

  • Simple arithmetic
  • Poor short-term memory
  • An inability to manage finances
  • Forgetting details about your/their life

Sadly, this is usually the stage when Alzheimer’s is first diagnosed. On average people live between four and eight years following diagnosis.

Stage 5: Moderately Severe Decline

At this stage people will begin to need help with many day-to-day activities including getting dressed. The inability to recall simple details about themselves and significant confusion are prevalent. They can still maintain functionality such as bathing and using the toilet. Also, they usually still know their family members.

Stage 6: Severe Decline

Constant supervision is necessary, usually of a professional nature. Symptoms include;

  • Confusion
  • Unawareness of their surroundings
  • An inability to recognize faces except for maybe their closest friends and family
  • Loss of bladder and bowel control
  • Major personality changes and behavioral problems
  • Wandering
  • The need for assistance with toileting and bathing

Stages 7: Very Severe Decline

This is the final stage of Alzheimer’s and you are near death. People lose the ability to communicate and may eventually lose their ability to swallow.

For a progressive disease that begins 20 years before stage 1 and isn’t diagnosed until stage 4, where most people die 4 to 8 years later. The problems are obvious. To make matters worse, current medical treatment involves drug use and failed vaccine trials. None of which have ever been shown to cure, prevent, stop or even slow the progression of Alzheimer’s to any appreciable degree. The toll to both the Alzheimer’s patient as well as the caregiver is almost unimaginable.

There is currently no drug or medical treatment of any kind that is able to cure, prevent or slow the progression of Alzheimer’s to any appreciable degree.

The End Of Alzheimer’s?

With all the best of intentions, obviously the current approach to Alzheimer’s is dead wrong because it simply doesn’t work. The bigger question is why? Here’s why: there are three main theories accepted by the vast majority of the medical community as to the mechanism of Alzheimer’s, dementia and age-related memory loss.

1. The Cholinergic Hypothesis – Alzheimer’s is caused by the reduced synthesis of the
neurotransmitter acetylcholine.
2. Beta-amyloid protein plaque build-up
3. Tau Hypothesis – Tau protein forms neurofibrillary tangles inside the nerve cell bodies.

It’s not necessarily that these three theories are wrong. In fact they do happen, but rather they’re not the cause of Alzheimer’s. This explains why all the drugs that have been developed over the years have failed miserably. Yet modern medicine refuses to change its approach.

It was over 100 years ago that Dr. Alzheimer autopsied the brain of his dementia patient. Found plaques and decided that the plaques must be the cause of the disease. However, it was just last week that Dr. Oz perpetuated this idea with the announcement that new blood tests may be able to discover this plaque earlier. Sadly, that won’t help.

Plaque build-up is not the cause of Alzheimer’s
but rather the body’s response to protect brain cells from infection, toxins and inflammation

Alzheimer’s Treatment – What Is The Answer?

The answer as discussed in detail in my new book as well as my free masterclass is this. Understand that based on the latest science Alzheimer’s has 6 major causes and 36 subsets thereof. As such, the appropriate testing specific to your cause (unlike the testing currently done by most doctors and most hospitals) is required if we are ever to prevent this dreaded disease.

However, there’s good news! By taking this approach Alzheimer’s is preventable. In fact there are a growing amount of documented case studies in the scientific literature that Alzheimer’s is even reversible as late as stage 3.

The nightmare of Alzheimer’s is preventable
and in some cases even reversible

So What’s Next?

In my next article I’ll talk about early-onset Alzheimer’s and the role that genetics play in this dreaded disease. If you’d like you can skip ahead and read my book “The Science of Brain Health – The Simple 7 Step Solution to Prevent the Nightmare of Alzheimer’s”.

Also, you can watch my masterclass “Brain Health for Life – The New Science-based Approach to Maintain Razor Sharp Memory, Laser Focused Learning and Prevent Brain Decline without Drugs Even if Your Genetics and Age Say Otherwise”.

Please visit my website or subscribe to my podcast for more information.

Alzheimer’s Awareness – Crucial For Your Health

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Alzheimer's Awareness

If I were to ask you to name any of the top deadly diseases you would likely include cancer and heart disease at the top of your list. But did you know the fastest rising deadly disease, yes deadly; is Alzheimer’s disease. With a new case diagnosed every 65 seconds it’s no wonder there is so much emphasis needed on Alzheimer’s awareness.

In addition, on our quest to live longer and longer, succumbing to it may be inevitable. Especially if we’re not prepared to change our ways and take an entirely different and new approach to living.

Alzheimer’s Disease – Flip A Coin

Let’s make this as straightforward as possible. Please pull out a coin and flip it. Now if you plan on living to 85 years of age;

  • Heads – you’ll get Alzheimer’s
  • Tails – you won’t

If you have a spouse, on average that means there’s a 100% chance that either you’ll have it or you’ll be taking care of your spouse who does. Do you really want to cross your fingers and leave your health and your life to the flip of a coin?

If you plan to live to 85 years of age and beyond,

you have a 1 in 2 chance that you will suffer from Alzheimer’s or some other form of dementia

“But I’m young and invincible. I’m not really worried about what happens to me when I’m 85.” Well, when it comes to Alzheimer’s awareness, there’s 2 things to consider;

1) If you’ve ever been close to someone suffering from Alzheimer’s you might change that thought.

2) You need to appreciate that Alzheimer’s is a progressive disease. It starts at least 20 to 30 years before it’s diagnosed. Combine that with the fact that many are diagnosed in their 60’s. Not to mention those with early-onset Alzheimer’s (to be discussed in a future article). The time to take action is in your 20’s and 30’s. In fact, believe it or not, experts believe Alzheimer’s prevention should begin in utero.

Click here to read, “5 Ways To Keep Your Brain Healthy!”

Alzheimer's Disease

Alzheimer’s Dementia – You Die Before You Die

Alzheimer’s is a progressive neurological disease affecting memory and thought. It is the most common form of dementia and leaves its victims with significant loss of memory to the point where they can;

  • Fail to recognize their closest friends and loved ones
  • Forget how to perform everyday tasks
  • Suffer severe mental confusion and anxiety

Sadly, this can result in extreme loneliness. It is a terrible way to spend the last years of your life for both the person afflicted and those who care for them. In reality, Alzheimer’s is such a dreaded disease that you die before you die. Your memories, life experiences, and remembering how to do the most basic of activities are all gone. All and sometimes long before your eventual death.

What Exactly Is Alzheimer’s?

Alzheimer’s disease is currently the 6th leading and fastest rising cause of death in the United States. Affecting over 5.8 million Americans and over 50 million worldwide. Furthermore, it is the only cause of death among the top 10 in the United States where medical treatments are unable to cure, prevent or slow the progression of the disease to any appreciable degree.

signs of Alzheimer's

Alzheimer’s Awareness

The following hallmark features include;

  1. Decreased production of the neurotransmitter acetylcholine
  2. Free radical damage to brain cells
  3. Beta-amyloid protein plaque build-up
  4. Neurofibrillary tangles
  5. Loss of insulin (and IGF-1) receptor and signaling on neuron membranes
  6. Shrinkage of the prefrontal cortex and hippocampus as well as enlarged ventricles

There is no medical cure to prevent or slow Alzheimer’s

Why Do People Die From Alzheimer’s?

Although Alzheimer’s disease shortens people’s life spans, it is usually not the direct cause of a person’s death. Rather, people die from complications from the illness. The actual death of a person with Alzheimer’s may be caused by another condition due to their frailness as the disease progresses.

Their ability to cope with infection and other physical problems will be impaired due to the progression of the dementia. Furthermore, one forgets the most basic of activities, including self-care. Sadly the body eventually shuts down as the condition progresses.

Click here to read “Diabetes – The Hidden Cause Of Alzheimer’s?”

So What Do We Do?

In my next article I’ll talk about the different stages of Alzheimer’s. I’ll also discuss current Alzheimer’s treatment. Why it’s so sadly ineffective and what we should be doing instead if we are ever going to prevent the nightmare from ever occurring in the first place.

Furthermore, as I stated earlier, if you think that this is a disease that you only need to worry about once you become a senior citizen, you’ll discover how sadly mistaken you are and why Alzheimer’s awareness is so important.