Cognito Therapeutics Collaborates with Initiative to Replace the “D-Word,” Committing to Remove “Dementia” from All Communications
Cognito Therapeutics, a late clinical-stage neurotechnology company focused on developing non-invasive therapies for neurodegenerative diseases, has announced a new partnership with the Initiative to Change the “D-Word”, alongside a company-wide commitment to discontinue the use of the term “dementia” in all internal and external communications. The decision reflects a broader effort to promote more precise, patient-centered language and to address the stigma often associated with cognitive disorders.
The collaboration is rooted in a shared goal of reshaping how cognitive decline and neurodegenerative diseases are discussed within both clinical and public settings. By moving away from terminology that can be perceived as vague or stigmatizing, Cognito Therapeutics aims to foster clearer communication that encourages earlier recognition of symptoms and more proactive engagement with healthcare providers. The company believes that language plays a critical role in shaping how patients and families perceive cognitive changes, influencing when and how they seek support.
Historically, the term “dementia” has been widely used as an umbrella descriptor for a range of cognitive impairments, including conditions such as Alzheimer’s disease and other related disorders. However, critics argue that the term can lack specificity and may carry negative connotations that discourage individuals from seeking timely medical attention. By replacing this terminology with more accurate and condition-specific language, Cognito and its partners hope to reduce barriers to care and promote a more nuanced understanding of neurodegenerative diseases.
Cognito’s decision to eliminate the term “dementia” is part of a broader strategy to align its communications with evolving standards in neuroscience and clinical practice. The company has already implemented changes across its scientific materials, patient education resources, clinical trial documentation, and public-facing communications. These updates are guided by the Language Guide developed by the Initiative to Change the “D-Word,” which provides recommendations for terminology that is both scientifically precise and respectful to patients.
Christian Howell, Chief Executive Officer of Cognito Therapeutics, emphasized the importance of language in driving patient outcomes and engagement. He noted that clearer and more precise communication can help individuals and families recognize early signs of cognitive change and seek medical advice sooner. According to Howell, this shift in terminology is consistent with the company’s broader mission to develop therapies that slow disease progression and support patients in maintaining independence and quality of life.
Cognito Therapeutics is currently advancing a non-invasive therapeutic approach that targets brain network activity associated with cognition, daily functioning, and structural integrity of the brain. The company’s technology is designed to modulate neural activity in a way that may help preserve cognitive function in individuals with neurodegenerative conditions. This approach represents a growing area of interest in the field, as researchers explore novel methods of influencing brain function without the need for invasive procedures or pharmacological interventions.
The partnership with the Initiative to Change the “D-Word” also highlights the increasing recognition of the role that communication and patient experience play in healthcare innovation. While scientific advancements remain central to improving outcomes, there is growing awareness that how conditions are described and discussed can significantly impact patient behavior, clinical decision-making, and overall care pathways. By addressing both the scientific and linguistic aspects of neurodegenerative disease, Cognito aims to create a more holistic approach to patient care.
Mike Zuendel, Founder and Advocate-in-Chief of the Initiative to Change the “D-Word,” welcomed Cognito’s commitment and described it as an example of leadership within the life sciences industry. He noted that combining scientific rigor with thoughtful communication can help reduce stigma and encourage earlier action among individuals experiencing cognitive changes. Early intervention is particularly important in neurodegenerative diseases, where timely diagnosis and management can have a meaningful impact on disease progression and patient outcomes.
The stigma associated with cognitive disorders has long been recognized as a barrier to diagnosis and treatment. Many individuals may delay seeking medical advice due to fear, misunderstanding, or social perceptions linked to terms like “dementia.” By adopting language that is more neutral and descriptive, healthcare organizations and companies can help normalize conversations about cognitive health and encourage individuals to address concerns at an earlier stage.
Cognito’s initiative also aligns with broader trends in the healthcare industry toward patient-centered care and inclusive communication. As medical research continues to advance, there is an increasing emphasis on ensuring that patients are active participants in their care journey. Clear, respectful language is a key component of this approach, enabling patients to better understand their conditions, treatment options, and the importance of early intervention.
In addition to its communication efforts, Cognito Therapeutics continues to advance its clinical programs aimed at addressing neurodegenerative diseases. The company’s non-invasive neurotechnology platform is being evaluated in clinical studies to assess its potential to preserve cognitive function and slow disease progression. These efforts are part of a larger movement within the field to develop therapies that not only address symptoms but also modify the underlying disease processes.
The collaboration with the Initiative to Change the “D-Word” represents a strategic extension of Cognito’s mission, integrating communication reform with scientific innovation. By updating its terminology and advocating for more precise language, the company is contributing to a cultural shift in how neurodegenerative diseases are perceived and discussed.
Ultimately, Cognito Therapeutics’ decision to discontinue the use of the term “dementia” underscores the importance of language as a tool for improving healthcare outcomes. By promoting clarity, reducing stigma, and encouraging earlier engagement with medical care, the company aims to support individuals and families navigating cognitive changes and to enhance the overall effectiveness of its therapeutic approach.
About Cognito Therapeutics
Cognito Therapeutics is a late clinical-stage neurotechnology company pioneering neuroprotective therapies to address the unmet needs of patients living with CNS disorders. Its lead product, Spectris™, is an investigational at-home neuroprotective therapy platform that uses non-invasive, sensory-driven neurostimulation to evoke gamma frequency brain activity. The company’s feasibility studies have shown the potential for Spectris to preserve cognition, daily function, and slow brain atrophy in patients diagnosed with mild-to-moderate AD. Cognito is headquartered in Cambridge, MA. For more information, visit www.cognitotx.com and follow @cognitotx.
About the Initiative to Change the “D-Word”
By uniting a coalition of stakeholders from patient advocacy, professional societies, industry, and policy, the Initiative to Change the “D-Word,” a 501(c)(3) nonprofit organization, seeks to eliminate use of the terms “dementia” and “demented” to reduce stigma, encourage early detection and treatment, and promote accurate communication about cognitive impairment. The Initiative aims to create an environment in which individuals experiencing cognitive change can seek timely, informed care supported by clear and respectful language.
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