SERIES: THE COMMERCE OF NEUROSCIENCE
Over the past decade, the popularity of neuroscience has spawned a number of brain-training cottage industries. In Part 1, we explored “Executive Function Coaching.” In Part 2, we look at a controversial company that claims to solve a wide range of childhood disorders by “synchronizing” the brain.
For many of its clients, Brain Balance is a treatment of last resort.
Take Elaine Ross, who lives in Nova Scotia. She says her 10-year-old grandson Tristan couldn’t make friends, didn’t fit in at school and was so disruptive at home that Ross and her husband offered to take him for a while.
“We just felt there was something missing,” she says.
His doctor put him on medication for Attention Deficit Disorder, but the family didn’t like the idea of drugs. Then one day Ross came across a book called “Disconnected Kids.”
“And to me, it was just Tristan,” Ross says. “All the things in that book were Tristan.”
The book was written by Robert Melillo, a chiropractor who’s built a reputation around what he calls “functional disconnection syndrome.” That’s a theory that the brain’s left and right hemispheres can get out of sync and cause a whole slew of disorders — from autism and bipolar disorder to dyslexia and Tourette’s.
In 2006, Melillo founded the Brain Balance Achievement Centers with the promise of harmonizing the brain’s hemispheres with his exercise and diet regimen. As a company video says: “If one hemisphere of the brain dominates the other, learning and behavior are effected. Brain Balance fixes this connection, resulting in life-changing improvement.”
That’s what Elaine Ross wanted. So this fall, she signed her grandson out of school and drove with him for 17 hours from Nova Scotia to a Brain Balance franchise in West Springfield, the closest one to her home. She checked into a nearby hotel on a busy commercial strip, and delivered Tristan several times a week to the center’s staff.
On one afternoon, Tristan is among a half dozen kids going in and out of rooms, doing unusual exercises. They have one sock on, one sock off, wear a vibrating device on one leg, and then hang on monkey bars, or spin in a chair, or jump-rope. With one eye covered by a patch, they do computer games, or step on a sensitized mat that sets off the sound of cowbells.
“We are using smell, sound, vision, and vibration to help stimulate the brain while they’re doing these activities,” says Megan Hudson, who started this Brain Balance franchise — one of 81 across the country — five years ago.
She says she was trained as a chiropractor, and took courses in early education, but never taught in a classroom. She says she assesses children’s brain functions according to the company’s guidelines.
“So say a kid is good with word reading, but their reading comprehension isn’t very good, they’re not really understanding what they’re reading. That’s going to look like a stronger left brain, a weaker right brain,” Hudson says. “If you stand on your left foot a lot longer, that’s going to indicate your left brain is weaker. And then we focus on stimulating that side.”
“They’re basically just making it up,” says Steven Novella, a neurologist at Yale who founded the website Science-Based Medicine.
Like a number of Brain Balance critics, Novella says the company uses fancy scientific terms — pseudoscience, he calls it — to win over desperate parents.
“They’re nowhere near presenting good quality, rigorous science with a coherent scientific narrative about what’s going on and backing that up with solid evidence,” Novella says. “They’re going right to the public with marketing treatments, which I find unethical.”
Novella is far from the only skeptic of Brain Balance’s central concept. Many neuroscientists who study brain connectivity say the idea that the hemispheres have neatly divided functions is outdated. And they say it’s way oversimplistic to link almost all childhood disorders to a brain imbalance.
“It’s not just how is the right side working with the left side,” says Jennifer McDermott, a developmental psychologist at UMass Amherst. “There are different areas within the brain, different types of cells, and our understanding of that in development is quite difficult because the brain is such a complicated piece of machinery.”
The Brain Balance website does include a research page, with several papers co-written by founder Robert Melillo himself. There’s also an outdated Wikipedia entry and other brain-related articles that critics say have little relevance to Brain Balance’s methods.
Melillo says the company is in the process of gathering before-and-after data to prove the success stories he hears from parents, but many scientists say the only way to show one method works better than any other is through a randomized clinical trial. So far, Melillo concedes, none exist on the methods of Brain Balance.
“The idea that if you don’t have a randomized controlled study that compares to other things — that’s great if you have that, and somewhere down the line we will have all of that,” says Melillo, “but it doesn’t mean that what you’re saying isn’t valid.”
While Melillo insists he based his technique on thousands of neuroscience studies, he says Brain Balance operates officially as an afterschool program, not medical treatment, and no insurance company will pay for it.
But Brain Balance is a lot more expensive that most afterschool programs. At the West Springfield franchise, Megan Hudson says kids generally come for three hours a week, and it costs more than $2,000 a month, for four to six months. She says that may explain why business has been slower than expected — or it could be the New England market.
“There’s a lot of really smart people in this area, and I think that’s actually gotten in the way,” she says. “They’re very skeptical.”
Elaine Ross admits she wasn’t sure early on the program was helping her grandson. After he started, and she took him off all his medication, as Brain Balance insisted, his behavior got worse.
“He’s been quite a handful,” she says, “so I’ve talked to the girls here, and they’ve said that is normal, because the brain is shifting.”
I called Ross a month or so after Tristan finished the program — at first, she says he was more defiant than ever.
“But after a couple weeks, things settled down,” she says, “and we haven’t had any more of that type of behavior.”
So if clients are satisfied with the results, is there a problem?
“Absolutely, there’s massive harm to this,” says Steve Novella. “It sucks away limited resources — money, time, emotional investment, mental and physical energy.”
Even skeptics like Novella believe some kids do improve in behavior or academics after Brain Balance. But they say that’s probably because they’re getting exercise, or one-on-one attention, or they were just ready to move on to the next developmental level.
Still, there appear to be many parents willing to put up the money and hope for the best. Brain Balance says it plans to open 25 new franchises next year.
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