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OCT. NOV. 2020 XV to interact with digital instrumentation at all times: at home, in the office, on the road, etc. Fourth point: smart-working is proving its managerial complexity. If in an office the possibility of distraction turns out to be more complex because our ego realizes that we can be “seen”, at home the potential distractions increase proportionally to the number of people at home and personal social interactions. So, if the lack of sharing ideas and thoughts with colleagues is lengthening decision-making time and diminishing the sense of responsibility, then it becomes even more useful and convenient for companies that use smart-working to be digitally present. What future? It is a priority to be online properly, with clear, accurate and useful information. New apps offer information that reassure clients on what measures the local healthcare system uses, what precautions are taken to ensure proper social distancing, what services it offers for work or leisure, timetables and availability of real time availability, which products, drinks, dishes can be consumed locally or can be delivered to the home, office, etc. All this goes far beyond the advice of Tripadvisor or the reviews of many other sites. This is mainly to underline how much digital tools cannot be ignored today; rather, it is essential to focus on correct digital communication, to put oneself in the spotlight to turn on a real social media communication spotlight. At a time when the influx of patrons is slowing down, word of mouth is losing some of its effectiveness, simply because fewer customers will not be able to disseminate enough information about the services offered by the venue. Let me explain better: if I had previously designed something new to offer my clients, the good influx of people into my restaurant would automatically act as a rapid element of a social media spread of this. But if today there is a reduction in the number of people present, other methods must be found to advise regular and potential clientele of the innovative services to be offered. All that remains, therefore, is digital communication as a useful tool for rapid dissemination of the message, and the costs are absolutely sustainable. Recently I have been able to personally witness the reaction of company owners to the results of an effective and well-thought-out digital campaign that I designed together with a leading digital communication agency. Given that the sector was different and with a global audience, the concept remains unchanged. In the two summer months of July and August, historically the most difficult months for the company to communicate, this digital campaign reached almost 26 million people in 42 countries around the world with an average return of 4.2 times on the company’s digital tools. All this certified by official monitoring analysis. In other words, unimaginable visibility for the company, accustomed to assessing results in a much more empirical way (a few tens of thousands of contacts) through the use of regular print campaigns. Moreover, these values were obtained with an investment that is equal, if not lower, to that of previous campaigns on traditional media. Another simple example based on my research: a small specialised grocery shop, within 6 months, has significantly increased the number of followers on its social media channels (almost 125%) and, consequently, the number of admissions to its shop, even from outside the area, simply by renewing and increasing its digital communication. Therefore, it is the quality of information, as well as constancy and clarity, that makes potential customers participate by directing them towards their own structure. If the signs of this change were already evident before, today the global pandemic no longer allows for hesitation and postponement. The old saying “first come, first served” has never been so topical. ______________________________ AT PAGE 50 HEALTH AT THE TABLE Heal yourself with food It’s called Nutraceutica and we hear a lot about it these days. What’s it about? by Dr. Barbara Panterna More and more frequently, especially in this period of a healthcare emergency, we hear about Nutraceutica, but few know what it is. In this article I would like to provide you with some explanations about it to make you understand that the best cure, very often, lies in food and that greater awareness can help us with prevention which is the basis of an optimal and lasting state of health. Let’s start from the beginning; the term “nutraceutica” comes from the fusion of two words: “nutrition” and “pharmaceutical”, and was coined by Stephen de Felice in 1989. It represents an apparently recent discipline that studies the components / active ingredients of foods that have a beneficial effect on health and are therefore used for preventive purposes but also for the treatment of some diseases. For this reason, we often hear the phrase: heal yourself with food. In reality, this discipline has very ancient roots, in fact, centuries ago Indians, Egyptians, Chinese and Sumerians had provided evidence that plants, roots, foods ... can be effectively used as “medicines” to treat and prevent diseases. Ayurveda, the five-thousand-year-old traditional Indian medicine, mentions the benefits of food for therapeutic purposes. Historical records indicate that the benefits of foods have been examined for thousands of years. Hippocrates, for example, considered the “father” of Western medicine, declared: “Let food be your medicine and your medicine be food.” Instead, the modern nutraceutical market began to develop in Japan during the 80s, in contrast to natural herbs and spices used as traditional medicines for centuries across Asia; the nutraceutical industry has developed alongside the expansion and exploration of modern technology. Nutraceutica thus has a complex and fundamental task, to clear the field from approximations and to approach the subject in a more scientific way. And, to do this, it is necessary to collect and