Header image

Health Screening, Assessments or Checks: Whatever the label, they help save lives

Posted by hannah in B2B | Thoughts & stuff - (0 Comments)

Health screening has been around for several decades as a way of investigating everything from a woman’s fertility to her blood cholesterol levels, and along the way it has gathered critics as well as advocates.  Critics of private screening point out the potential for ‘false positive’ test results – that is, being told there is something wrong when in fact there is not – which can place extra pressure on an already-strained NHS, and can cause unnecessary worry in patients. Others argue that some patients given the ‘all-clear’ can become complacent about their lifestyle, rather than making healthy, positive changes. On this latter point, is this really an issue? Health checks are overwhelmingly an opportunity for the individual to take more control of his or her health.

Most people opting for health screening will learn something which they were previously unaware of, or were simply ignoring, such as their weight, blood pressure or cholesterol levels.

Clearly the NHS has a role in keeping us well, as well as treating us when we are unwell. Indeed, Public Health England announced last week that one of its priorities is to “support people to live healthier lives” and is rolling out NHS Health Checks to reach 15 million eligible people in England over the next three years. So really, the ‘public versus private’ issue is academic. The fact remains that screening can and does educate us about our health, and open up choices. Moreover, it can and does save lives.

We read about a particularly compelling case for screening in Andrea Kon’s article in this week’s Good Health (The Daily Mail) and in turn, we were compelled to write.  The article focuses on a patient case study involving a 60 year old man from Cambridge who underwent a full MOT health check four years ago, after which, over a period of three years, subsequent private screening revealed his PSA count (a potential indicator of prostate cancer) steadily rising. He was therefore referred to a consultant urologist, after which he became one of the first Britons to undergo a new, more accurate type of prostate biopsy.

The new technique involves the use of two diagnostic tools, instead of just one: Ultrasound images are superimposed on to MRI images, giving a 3-Dimensional view. The surgeon is therefore better able to target tissues where the cancer could be, and uses needles guided through the perineum rather than the usual route which involves piercing the bowel. (For the patient, this latter factor means less pain and lower infection risk, post procedure.)  The patient in question turned out to have an aggressive form of prostate cancer, so the organ was removed, and he is now free from the disease.  In his words, “I dread to think of where I’d be if it hadn’t been for that new approach.  I believe it saved my life.”

Besides being impressed by the technology aspect of this story, we could not help but wonder what would have happened to this man, had he not opted for the initial health screening. Despite the fact PSA tests provide an indication rather than a diagnosis of prostate cancer, further analysis via this new biopsy technique probably saved this man’s life: A case of simply removing more than just ‘doubt’.

 

, , , , , , , , , , , , , , , ,

England’s Cosmetic Industry: Sir Bruce vs ‘The Wild West’

Posted by hannah in B2B - (0 Comments)
Cosmetic surgery

On 24th April, a long-awaited Review of England’s cosmetic surgery industry was published, receiving widespread media coverage, coming as it did not long after the PIP breast implant scandal. Indeed, the Review was set up partly in response to PIP, after many years of allowing the industry to regulate itself, resulting either directly or indirectly in alarming stories of cowboy operators, and permanently damaged patients.

Media reports about the Review raised more than just an eyebrow, with lurid stories and case studies ranging from ‘worst-case scenarios made flesh’, to patients who were in reality simply ‘consumers’ with very little power of redress, left to cope with permanent damage – and to much more than just their wallet. Many of these case studies had been treated by the hands of unethical, untrained, and at the very least, uncaring, practitioners. The common thread which ran through the stories of such casualties was the fact they had mistakenly assumed a certain level of training or certification in the person treating them. This was particularly the case where dermal fillers were concerned.

Sir Bruce Keogh, medical director for the NHS in England – a heart surgeon by trade – led the Review, and described as “bizarre” the fact that, “Anybody, anywhere, anytime, can give a filler to anybody else.” He also highlighted the fact that dermal fillers, which are injected deep into the skin, and – unlike Botox – do not usually disperse after a matter of weeks, but instead last for years, are covered by the same level of regulation as mere toothbrushes. This is despite the fact they could in theory cause lasting harm, especially if administered incorrectly.

Currently, at the European level, medical devices such as breast implants, and medicines such as Botox, are regulated. However, fillers are currently viewed as having ‘no medical purpose’. As such, there as many as 190 fillers on the market available for use in European citizens, versus just 14 which are approved and regulated for use in patients in the USA.

It would seem that this will change, as will the methods some operators use to market procedures: Sir Bruce slated BOGOF (buy-one-get-one-free) deals on surgery, and described the handing out of free breast surgery as a raffle prize as a “particularly distasteful” way of incentivising people to go under the knife. These examples may be the exception, rather than the rule, and fortunately, the Treatments You Can Trust Register exists to direct the public to reputable practitioners, http://www.treatmentsyoucantrust.org.uk/ However, at present, there are no accredited training courses available to those wishing to practice in this area of health, and for consumers, this makes it harder to ask the right questions. From where ROAD Communications stands, being able to ask the right questions is absolutely crucial.

There’s a line about plastic surgery that lingers in the minds of anyone who has watched Brazil – the 1985 movie directed by Terry Gilliam (of Monty Python fame). The line is delivered nonchalantly with the wave of the wrist by a certain Mrs Terrain, who enters the scene in her wheelchair, a handbag-sized pooch on her lap, her face and eyes covered in bandages: “My complication had a little complication.”

Fast forward nearly 30 years, and although a few cowboy surgeons will undoubtedly have slipped through the lassoo (and probably always will), the USA – far from embodying ‘The Wild West’ – is well-ahead of Britain in terms of regulating its cosmetic industry. Doing the same here is all the more important because this industry is booming. Worth just £750m in 2005, in 2010 it reached £2.3bn, and is forecast to be worth £3.6bn by 2015.  So, why risk cutting off it’s nose despite it’s face?

Lipstick sales were said always to rise during recessions because women were investing in small, yet, highly-visible luxuries. It would seem that today’s lipstick is a shot of collagen in the top lip, for many. Earlier this year, we spoke to an industry leader on the subject of the forthcoming Review, and were fascinated to hear his take on why women (and increasingly, men) are opting for cosmetic procedures such a Botox and laser rejuvenation: “To men, power is about having money, but for women, these procedures make them feel good about themselves, and for them, that’s power.”

Taking the knife to BOGOFs: Sir Bruce’s Review recommends:-
• Legislation to classify fillers as ‘prescription only’
• Formal qualifications for anyone who injects fillers or Botox
• A Register of everyone who performs surgical or non-surgical cosmetic interventions
• A ban on special offers (financial) for surgery
• A formal certificate of competence for cosmetic surgeons
• A breast implant register to monitor patients
• Procedures on patients to be approved by a surgeon not a salesperson
• Compulsory insurance in case things go wrong
• A fund to help patients when companies go bust – similar to that of the travel industry

, , , , ,

Making Early HIV Diagnosis A Priority

Posted by hannah in Client news - (0 Comments)
BHIVA

It’s been a very exciting few months, scientifically speaking, on the HIV front. First, we had news from the USA of a baby being ‘cured’ by early drug treatment, and then a French study showed that rapid treatment after infection with the virus could ‘functionally cure’ around 1 in 10 patients.  With both stories, the key is early diagnosis.

On the policy front, however, news concerning sexually-transmitted diseases and unwanted pregnancies has been underwhelming. The Department of Health finally published its long-awaited Sexual Health Framework – the first initiative aimed at addressing sexual health since its Sexual Health Strategy which ran from 2002 to 2010. The problem is, this is a Framework, not a Strategy, and in short, it lacks teeth – a message ROAD helped to highlight to the media and stakeholders on behalf of the British HIV Association (BHIVA). In the worlds of the association’s Chair, Professor Jane Anderson, “Combating HIV involves almost every discipline and area of government policy, from science through to education, economics and social science. This means a strategy that gets all stakeholders around the table working to a coordinated plan.”  It was a story picked up on in British Medical Journal and elsewhere, and it’s a story which will continue to run.  We just hope that the list of ‘ambitions’ in the government’s Framework translate into joined up action to help boost early diagnosis of HIV.  Only then will it be possible to make exciting scientific breakthroughs an on-the-ground reality.

, , , , , , , ,

Improving the lives of cared-for Children

Posted by hannah in Client news - (0 Comments)

The Children and Families Bill was announced this week, bringing forward the Government’s plans to improve services for vulnerable children, and support strong families – part of its wider aim to ensure young people succeed, regardless of their background. The Bill addresses adoption, looked after children, family justice and special educational needs. Many in the media focused on the preposterous idea of enabling one childminder to care for 5 toddlers, but we at ROAD were keen to know what the Bill would mean for children with special educational and behavioural needs (SEBN).  A few fairly devastating facts to consider first:-

  • Over 60% of children come into care because of abuse and neglect
  • Almost a third of children in children’s homes have experienced five or more placement breakdowns before moving into the home
  • Only 15% of children in care get good GCSEs compared to 60% of their peers
  • Looked-after children are three times more likely to suffer mental health conditions than their peers

The MP, Ed Timpson, summarised the Bill from his own perspective, coming from a family which fostered many children when he was growing up: “I remember coming home from school one day to find two boys I’d never seen before playing with my toys.  Now, I’m sorry to say that my first reaction was to run upstairs, shut myself in my room and refuse to come out until they’d left…. Many of the children who came into our home had been damaged by chaotic, difficult backgrounds…. But over time, as they gradually settled, I came to treasure seeing how love, stability and routine could help even the most troubled youngsters thrive and develop.”

He later spoke of the need for stability – the laying down of roots being the best thing about being in care, and moving the worst.  He also spoke of the need for support from local authorities during the period these children leave school and become independent, and spared no criticism for inexcusable delays and drift in the care system which leaves children in limbo – something he witnessed as a barrister.

Interestingly, the Bill ushers in new legislation to promote ‘fostering for adoption’ placements, meaning adults can foster the child they hope to adopt, allowing a bond to develop earlier.  (Appallingly, at present, children wait an average of two years to be adopted – three years in some cases.)

We will have to wait to see how successful new measures will be in bringing the improvements so urgently needed, yet, as Timpson points out, “The one thing children don’t have is time”.  Let’s hope things move in the right direction – fast.

 

Public Health: Will Cinderella Go To The Ball?

Posted by hannah in Client news - (1 Comments)

From April 2013, the NHS will no longer be responsible for public health in England: Instead, public health control will pass to local authorities, who haven’t managed this important function since the mid 1970s – a period many readers will fail to remember in great detail.  Part of the local authority remit will be to commission NHS health checks for 20 per cent of the eligible population, as part of wider efforts to reduce health inequalities. 

Public health has always been known as a ‘Cinderella service’ in the NHS – the first to be pushed back if cuts were required or budgets exceeded.  However, public health has an increasingly important role in reducing health inequalities throughout England.  For starters, more needs to be done to boost the average lifespan of a man living in County Durham (77 years) to nearer the 82 years of his counterpart living in The Royal Borough of Kensington and Chelsea. 

The obesity and diabetes epidemics we are now witnessing are a clear case in point.  Currently, ten per cent of the entire NHS budget goes to treat diabetes, many cases of which, had they been prevented, would have meant major cost savings.  Diabetes UK suggests that if the NHS Health Checks programme had been implemented effectively in 2011-2012, 9,500 people could have been diagnosed with Type 2, and started managing their condition to prevent further complications.  When properly implemented, public health policies and actions create tangible health benefits and provide cost savings in the long term.  

NHS health  checks have been available to everyone between the ages of 40 and 74 since 2009, to assess their risk of stroke, kidney disease, diabetes, and cardiovascular disease (CVD). Patients identified as high risk receive medical treatment or are referred to smoking cessation programmes, weight loss groups, and the like.  Obviously, after that, it is up to the patient to take up these options. However, Heart UK estimates that only half of England’s PCTs are offering the checks in GP surgeries, and delivery rates in pharmacy have been disappointingly low. That said, there has been a big push in certain pockets of England, such as the North East, with health checks are offered in non-medical, locally targeted settings such as sports grounds, supermarkets, shopping centres, industrial estates, and so on. 

With socio-economically deprived or ‘hard to reach’ groups (such a travellers) in particular, health checks – but also subsequent help – must be clearly signposted, and made accessible.  Types of help can include ‘Better Health At Work’ schemes, courses for physical activity, smoking cessation and healthy cooking courses.  Behaviour change is key, and there is a strong argument for starting health checks at an earlier age.  Health Diagnostics, a client of ROAD, has helped NHS County Durham provide ‘Mini Health MOTs’ for 16 to 40 year olds, the aim being to ‘catch’ this age group whilst they are still teachable, rather than waiting until they’re older when habits and lifestyles are harder to change.

With  financial cutbacks of around 25 per cent faced by many local authorities in England, sceptics would argue there is limited room for improvement on public health.  However, innovation, thinking outside the box, and local knowledge will all be deciding factors in public health’s success or failure within local authority control.  Fortunately, the digital revolution will mean local knowledge can be woven into health strategy, so campaigns can be tailored and targeted at the local, or even the personal level, through web and social media content, increasing the chance of success. 

The question remains, Will Cinderella ever get to go to the ball?  Predicting the answer, as ever, is a complex task, but if local authorities pick up the wand and run with it, the carriage might just get there on time.

 

, , , , , , , , , , , , , , , , , , , ,

Mossie mayhem no more??

Posted by hannah in Client news - (0 Comments)

The fantasy of romantic British summer being – long, hot, hazy days in the sun, crowded beaches, parched gardens, cricket on the village green, is just that – a fantasy, when in reality we spend our summer days ducking and diving to escape the unpredictable downpours. It is therefore no wonder then that 7 million Brits each year go in search of something hotter and exotic over seas. But with all the great things a holiday brings, there is one unwelcomed nasty which can leave you with a swollen and itchy bite or far worse, can infect people with the potentially fatal dengue fever… the dreaded Mosquito!!

Having just got back from a two week holiday in Spain and Portugal where I was eaten alive I was particularly excited to read this week in The Telegraph that Brazilian scientists have found a way to reduce the spread of dengue fever and reduce the blood sucking population! Luckily I have only suffered with annoying and itchy bites, but occasionally a bite can lead to something more nasty..

Dengue fever affects between 50 and 100 million people in the tropics and subtropics each year causing fever, muscle and joint ache as well as potentially fatal dengue hemorrhagic fever and dengue shock syndrome. Therefore a team of Brazilian scientists have come up with a way to reduce the dengue spreading population by breeding and releasing 4 million male GM mosquitoes per week into mosquito infested areas. These GM males will then breed with females and because the male has been genetically modified any offspring will die before adulthood, reducing the mosquito population and therefore the likelihood or those carrying the dengue virus.

The Brazilian initiative will take place later this week and follows the success of previous test runs where it was tried in two mosquito-infested villages in Bahia, with an overall mosquito population reduction of 90% over a six month period.

It is still early days but we hope that the initiative will be successful and be introduced to other infested areas. Until then… we will be sending one Roadie who is off on holiday tomorrow with a mossie spray, to keep those nasties at bay!

For the full article click here: http://www.telegraph.co.uk/news/worldnews/southamerica/brazil/9388102/Scientists-to-breed-GM-mosquitoes-to-stop-spread-of-dengue-fever.html

It’s Finally Arrived!

Posted by Louise_ROAD in Agency news - (0 Comments)

Our 2012 OTC Marketing Awards in ‘Best OTC PR Campaign for a Non-Medicine’ Category.

In recognition of our work launching Assuredna’s paternity testing kit – and it’s available from Boots – the judges noted the “most challenging brief”, praising the effective and sensitive handling of an emotive and potentially controversial product launch”, namely that of the first UK approved DNA paternity testing kit.

“This campaign made effective use of case studies to outline not just the product, but the credibility of the client.” Judges also highlighted the “support environment set up to guide users through the process”. How nice of them!

So here it is – most ably displayed here by our glamorous models Heather and Rachel on our sunny roof terrace, the certificate will of course be taking pride of place inside the office, out of the way of any impending rain!

, , , ,

Great PR drives sales as ROAD launches The Essential Baby Guide

Posted by Louise_ROAD in Agency news | Client news | Social Media - (0 Comments)

This week ROAD has been managing the launch of The Essential Baby Guide, the first product developed by The Essential Parent Company.
The launch event was held on 25th April at the Royal Society of Medicine at Chandos House and – despite torrential downpours – was attended by more than 50 media and stakeholders including representatives from the NHS, UNICEF and St John Ambulance. Guests got the chance to meet The Essential Parent Company founders, Dr Rebecca Chicot and Diana Hill, and Professor Robert Winston who introduced the guide.
Today, the ROAD team has been busy with the broadcast media: Professor Winston appeared on This Morning telling Philip and Ruth all about the guide; and Rebecca and Diana hit the airwaves around the country from Manchester to Guernsey with a series of radio interviews. With an exclusive interview with Professor Winston also expected in this weekend’s Mail on Sunday, media interest remains high.
ROAD is also running a social media campaign, managing Twitter and Facebook for The Essential Parent Company and has secured a series of expert webchats through askamum’s Facebook page. We’re also engaging with mummy bloggers offering exclusive content and access to the campaign experts.
So far the PR campaign is reaping rewards with hundreds of visits to the essentialparent.com website during This Morning and orders flooding in.

Stress down this Easter

Posted by Louise_ROAD in Client news - (0 Comments)

Everyone prefers to lead a stress free life. Indeed, many of us even envy those who are able to block out stressful situations and stay positive. However, keeping yourself stress free is about more than throwing on a smile – it’s actually a very important aspect of your health…
The Daily mail reported this week that stress can ‘play havoc with your immune system’ revealing that those people who have high stress levels, also had immune systems which had become less sensitive to the stress hormone cortisol. This in turn, dampens the immune system, doubling person’s chances of catching a cold and can even lead to much more serious health problems such as cardiovascular, asthma and autoimmune disorders. With such scary stress implications, ROAD has put together some of the teams best tips on how we take the stress out of an often hectic and stressful world.
Meditate – This may sound like the sort of trick that you’re not interested in trying, but actually, any form of meditation, even for just a few minutes a day, can help to keep you free of unnecessary stress. One ROADIE says meditation is a great stress buster and doesn’t have to involve sitting cross legged chanting! In fact, with practise, you can even do it on the Tube! Louise prefers Mindfulness Meditation which encourages you to focus on your breathing and observe your thoughts rather than try to suppress or be annoyed by them – which can be self-defeating if you are trying to reduce your stress levels. Louise enjoys meditating at Inner Space http://www.innerspace.org.uk/ – based in London – offers some great introductory courses and you can also sign up for a ‘Thought for the Day’ daily email to remind you to take a few moments and up the feel good factor.
Exercise – Any form of exercise is a great way to take control of the stress in your life. Being active is scientifically proven to boost your feel-good endorphins and distract you from daily worries. After a long day in the office, Richard eases his stress levels by running, particularly at night when the roads are quiet and fewer people are in the streets! ‘You can really clear your head when there are no distractions, just you, the open road and the odd dog walker.’ As well as lowering stress levels, exercise improves self-confidence and lowers anxiety and aids sleep!
Laugh it Out – As the saying goes, ‘A tickle a day keeps the doctor away. Hannah insists that there is nothing better than a good old belly laugh to improve your mood and your health. Humour and laughter strengthen your immune system, boost your energy, diminish pain, and protect you from the harmful effects of stress. Best of all, this priceless medicine is fun and free! To secure a laugh try surrounding yourself with funny friends. If you don’t have any of those – get on YouTube where you will be sure to find some very odd but equally amusing videos – A ROAD favourite: Very Funny Marathon Finish, we challenge you to watch this and not laugh http://www.youtube.com/watch?v=p1UvxxYIv3U
Treat Yourself – Make time for yourself and do something you really enjoy. The girls at ROAD were particularly excited to learn that retail ‘therapy’ lives up to it’s name. And you don’t even have to open your purse or step into a shop, window shopping has been proven to have the same relaxing effect than if you had to spend £££… phew!!
Friends and Family – Human contact is critical for good health and wellbeing. As stories in the media this week revealed, those people living alone have an increased risk of suffering from stress and depression due to a lack of ‘emotional support and feelings of social integration’ (BBC). It is therefore extremely important to spend time with the ones we love! Heather, believes going out with friends and family is the best de-stressor. ‘It helps make you realise that it’s important to not sweat the small stuff and enjoy life. A glass of wine or two helps as well.’
Chocolate – Not only have reports this week claimed that eating chocolate can help make you thinner, but it has long been known that chocolate also contains phenylephylamine – the same hormone the brain triggers when you fall in love, encouraging feelings of happiness and contentment. Great news, especially at a time when our thoughts tend to turn towards chocolate bunnies…
Happy Easter from ROAD!

ROAD wins public relations brief for childcare innovation launch

Posted by Louise_ROAD in Agency news | Client news - (0 Comments)

ROAD has been appointed by The Essential Parent Company to deliver the public relations support for the launch of a brand new concept in childcare and parenting backed by Lord Robert Winston, Professor of Science and Society and Emeritus Professor of Fertility Studies at Imperial College and host of BBC’s Child of Our Time.

The Essential Parent Company will launch a range of online and audio visual products to coach new and expectant parents throughout the first year of child development. The company is the brainchild of award winning film-maker, Diana Hill and child development expert, Dr Rebecca Chicot. Lord Winston and a host of childcare experts have been involved in the product development.

Sarah England of The Essential Parent Company commented: “ROAD developed a strategy and programme which demonstrated their deep understanding of our target audience of new mums and how to target them on and offline. The campaign will help us build meaningful connections with this group and also help make The Essential Parent Company a by-word for parenting expertise.”

ROAD’s Louise Stone said: “The Essential Parent Company has developed a truly innovative childcare product and we both excited and proud to be involved in its launch.”

, , , ,

  • Twitter
  • Facebook
  • LinkedIn