classification and content based retrieval of digital mammograms and placental sonograms

Image processing has been a challenging and multidisciplinary research area since decades with continuing improvements in its various branches especially Medical Imaging. The healthcare industry was very much benefited with the advances in Image Processing techniques for the efficient management of large volumes of clinical data. The popularity and growth of Image Processing field attracts researchers from many disciplines including Computer Science and Medical Science due to its applicability to the real world. In the meantime, Computer Science is becoming an important driving force for the further development of Medical Sciences. The objective of this study is to make use of the basic concepts in Medical Image Processing and develop methods and tools for clinicians’ assistance. This work is motivated from clinical applications of digital mammograms and placental sonograms, and uses real medical images for proposing a method intended to assist radiologists in the diagnostic process. The study consists of two domains of Pattern recognition, Classification and Content Based Retrieval. Mammogram images of breast cancer patients and placental images are used for this study. Cancer is a disaster to human race. The accuracy in characterizing images using simplified user friendly Computer Aided Diagnosis techniques helps radiologists in detecting cancers at an early stage. Breast cancer which accounts for the major cause of cancer death in women can be fully cured if detected at an early stage. Studies relating to placental characteristics and abnormalities are important in foetal monitoring. The diagnostic variability in sonographic examination of placenta can be overlooked by detailed placental texture analysis by focusing on placental grading. The work aims on early breast cancer detection and placental maturity analysis. This dissertation is a stepping stone in combing various application domains of healthcare and technology.

Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products

The tough competition in the global and national markets and new trends in consumerism resulted in an increase in the volume of advertisements. Sometimes advertisers are successful in achieving their intended objectives with a particular advertisement and sometimes they are not .These factors contributed a lot towards the decision making problems of advertising agencies with regard to the selection of appropriate advertising strategies and tactics. The tough competition and large volume of advertising make the consumers confused and this even created doubts in the minds of consumers about the genuineness and reliability of manufacturers and products. These factors caused a query regarding the active role of credibility element in advertising. The proposed study examines the effects of advertising credibility in consumer health care non durable product advertising on communication effect, purchase behavior and ad skepticism. This paper examines the need for the study of advertising credibility and reviews the advertising- consumer behaviour- credibility – healthcare theories which form a basis for the study. It identifies the different components and dimensions of advertising credibility and the importance of communication effect, purchase behavior and ad skepticism. It also studies the relevance of credibility in the consumer healthcare products advertising and suggests a Theoretical Framework for the proposed study