I confess, I had a moment of weakness. Just after I slipped into the surprisingly tailored scrub set provided in the private dressing room at the new Prenuvo clinic in Manhattan, I thought, These are cute. There’s a mirror. Should I take a selfie? Remembering that I was about to slide into the maw of a very serious MRI machine, I resisted. But still, what madness was this? I’ve never had an impulse to Instagram a mammogram.
In my defense, everybody else is doing it. Among those who have stepped into Prenuvo’s full-body MRI and posted about it: celebrity Harvard longevity scientist David Sinclair, self-proclaimed “father of biohacking” Dave Asprey, TV host Maria Menounos (who credited the scan with detecting her stage 2 pancreatic cancer), Paris Hilton, Miranda Kerr, and Kyle MacLachlan. (Cindy Crawford and iPhone co-creator Tony Fadell are investors.) Prenuvo’s viral ubiquity can be credited partly to the company’s decision to offer free scans to influencers and partly to the indisputable power of Kim Kardashian, who shared a photo of herself on Instagram, dressed in those fetching scrubs, perched on the edge of what she captioned “this life-saving machine.” She was promptly lambasted for being tonedeaf, and her critics weren’t entirely wrong. Who among Kardashian’s followers can afford to get a $2,500 medical scan, not covered by insurance, just for the heck of it?
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