About

Vijay Viswanathan is associate dean and Hamad Bin Khalifa Al-Thani Professor of integrated marketing communications at Northwestern University's Medill School of Journalism, Media, and Integrated Marketing Communications. His research focuses on consumer decision making, particularly in branding, pricing, cross-media consumption, and social influence. His work has significant implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement, and omnichannel strategy. Viswanathan employs a variety of research methods, including survey analysis and sophisticated quantitative modeling, to maximize the ROI of marketing actions. His research spans multiple industries such as automobile, chemical and pharmaceutical, e-commerce, entertainment, financial services, luxury, media, and retail. He teaches courses related to marketing research, marketing management, and integrated marketing communications, and has been recognized as one of the Top 100 faculty and staff at Northwestern.

Research topics

• Artificial Intelligence
• Computer Science
• Medicine
• Intensive care medicine
• Pathology
• Nursing
• Medical emergency
• Surgery
• Economics
• Environmental health
• Gerontology
• Endocrinology
• Internal medicine
• Economic growth
• Bioinformatics
• Physical therapy
• Psychiatry

Selected publications

• Towards prevention of diabetic peripheral neuropathy: clinical presentation, pathogenesis, and new treatments

  The Lancet Neurology · 2022 · 324 citations

  • Medicine
  • Intensive care medicine
  • Bioinformatics
  DOI

• Economics of Artificial Intelligence in Healthcare: Diagnosis vs. Treatment

  Healthcare · 2022 · 321 citations

  • Artificial Intelligence
  • Computer Science
  • Artificial Intelligence

  The model shows tremendous cost savings using AI tools in diagnosis and treatment. The economics of AI can be improved by incorporating pruning, reduction in AI bias, explainability, and regulatory approvals.

  PublisherOA PDFDOI

• Guidelines on offloading foot ulcers in persons with diabetes (IWGDF 2019 update)

  Diabetes/Metabolism Research and Reviews · 2020 · 227 citations

  • Medicine
  • Intensive care medicine
  • Physical therapy

  The International Working Group on the Diabetic Foot (IWGDF) has published evidence-based guidelines on the prevention and management of diabetic foot disease since 1999. This guideline is on the use of offloading interventions to promote the healing of foot ulcers in people with diabetes and updates the previous IWGDF guideline. We followed the GRADE methodology to devise clinical questions and critically important outcomes in the PICO format, to conduct a systematic review of the medical-scientific literature, and to write recommendations and their rationale. The recommendations are based on the quality of evidence found in the systematic review, expert opinion where evidence was not available, and a weighing of the benefits and harms, patient preferences, feasibility and applicability, and costs related to the intervention. For healing a neuropathic plantar forefoot or midfoot ulcer in a person with diabetes, we recommend that a nonremovable knee-high offloading device is the first choice of offloading treatment. A removable knee-high and removable ankle-high offloading device are to be considered as the second- and third-choice offloading treatment, respectively, if contraindications or patient intolerance to nonremovable offloading exist. Appropriately, fitting footwear combined with felted foam can be considered as the fourth-choice offloading treatment. If non-surgical offloading fails, we recommend to consider surgical offloading interventions for healing metatarsal head and digital ulcers. We have added new recommendations for the use of offloading treatment for healing ulcers that are complicated with infection or ischaemia and for healing plantar heel ulcers. Offloading is arguably the most important of multiple interventions needed to heal a neuropathic plantar foot ulcer in a person with diabetes. Following these recommendations will help health care professionals and teams provide better care for diabetic patients who have a foot ulcer and are at risk for infection, hospitalization, and amputation.

  DOI

• COVID-19 pathways for brain and heart injury in comorbidity patients: A role of medical imaging and artificial intelligence-based COVID severity classification: A review

  Computers in Biology and Medicine · 2020 · 109 citations

  • Artificial Intelligence
  • Computer Science
  • Medicine
  PublisherOA PDFDOI

Frequent coauthors

• Bipin Sethi

  164 shared

• Rakesh Sahay

  Osmania Medical College

  148 shared

• Dorairaj Prabhakaran

  Centre for Chronic Disease Control

  133 shared

• Nikhil Tandon

  All India Institute of Medical Sciences

  132 shared

• Kavita Singh

  University Hospital Heidelberg

  130 shared

• K.M. Venkat Narayan

  Emory University

  130 shared

• Mala Dharmalingam

  M.S. Ramaiah Medical College

  129 shared

• Ankush Desai

  Goa Medical College

  129 shared

Education

• MBBS

  Stanley Medical College

• MD, Medicine

  Kasturba Medical College Mangalore

• PhD

  Tamil Nadu Dr MGR Medical University

Similar researchers at Northwestern University

• Mercouri G. Kanatzidish-205
• Chad Mirkinh-189
• Omar Farhah-184
• Tobin J. Marksh-176
• Joseph Hupph-171