In my last newsletter, I talked about raising awareness of health issues. But I know it’s easier said than done. How do you cut through the noise when there are already so many healthcare campaigns and awareness events?
Access to data is a good start. Numbers resonate with people and provide context, showing that the issue in question is a real one – not a concern you’ve exaggerated to grab headlines.
Having said that, we certainly inspired interesting headlines with our work for the Bowel Interest Group, a multi-disciplinary organisation (sponsored by Coloplast and Sandoz) dedicated to sharing information on bowel management. The group regularly produces reports on the cost of chronic constipation for the UK’s National Health Service (NHS) – higher than you’d think!
Embarrassment around constipation combined with a lack of understanding means many people are suffering unnecessarily (sound familiar?), letting the problem become severe before seeking help. Incidentally, women are twice as likely to suffer from constipation, according to one iteration of the report.
‘The Cost of Constipation’ report used data that is readily accessible to build a picture of chronic constipation incidence across the UK, including regional hotspots. The group’s diverse board of gastroenterologists, physiotherapists, GPs and nurses reviewed and approved each report.
Our promotion of the report included tailored articles for healthcare titles, across a range of disciplines – such as Bladder & Bowel, Guts UK, The Pharmacist, Nursing Times, and even The Lancet’s Gastroenterology & Hepatology edition. However, we also targeted broader titles, delighting HuffPost’s editors with the opportunity to write creative, poo-related headlines.
Coverage like this not only spreads awareness, but also provides you with additional material for your social channels and sales materials. And of course, your message is more likely to reach the people that need it most, encouraging them to seek medical help earlier.
If you need help amplifying a recent study, book time to meet with me or email me at sarah@thoughtsparkagency.com.
Speaking of data, the Guardian has just published this piece, highlighting that osteoporosis is costing the UK NHS £4.6bn a year – for women and men (more on osteoporosis in men here).
The article also cites research from the Royal Osteoporosis Society, which says one in two women over 50 in the UK will get a fracture due to osteoporosis – and we can really do something about this.
The article provides a valuable reminder for us ladies to make sure we’re: doing some form of weight-bearing exercise; including vitamin D, magnesium and calcium-rich foods in our diets; and using hormone replacement therapy (HRT) to slow bone loss and promote new growth (if appropriate, of course).
Are you proactively taking measures to prevent osteoporosis? Do you have any hacks for integrating weights into your daily routine? (I’m especially thinking of busy, tired mums I know, who just don’t take the time for this.) Share your tips in the comments!
