As winter flu epidemic
looms, new service aims to bridge information
gap -
A new consumer advice service, the Consumer
Health Information Centre, is aiming to help
bridge a vital health information gap this
winter in an effort to ensure consumers are
better able to help themselves with colds and
flu. The 'Heed the Sneeze' campaign, which
was launched on 15th October, will aim to raise
awareness of the best ways to beat the bugs
which contribute to the loss of more than 150
million working days in Britain each year.
Whilst common colds and flu rarely need a
visit to the doctor, hundreds of thousands
of people visit their local surgery each year
to obtain advice and treatment. With a flu
epidemic predicted for this winter, a large
increase in the level of these consultations
could create a major crisis in the primary
care system.
Consumer research* shows that, whilst eight
out of ten consumers agree on the importance
of being able to treat themselves for minor
ailments, almost 60 per cent had seen their
family doctor over a minor problem in the last
year. The research also shows that what makes
people go to the doctor is their fear of the
unknown. As a result they visit their GP to
seek reassurance and what they believe will
be the quickest and best "cure".
From 15th October, consumers will be able
to obtain independent professional advice and
information on colds and flu from the Consumer
Health Information Centre in three main ways:-
- A special local call rate Cold and Flu
Helpline on 0845 60 61 611, staffed
by trained pharmacists and run by the Trent
Drug Information Line team at Leicester Royal
Infirmary;
- A user-friendly information leaflet, passed
by the Plain English Campaign and being distributed
through offers in newspapers and magazines,
direct from health professionals, through
independent pharmacies and at central public
libraries.
The central themes of the campaign will be
to explain the true nature of colds and flu,
which are often confused by the public, and
help consumers to understand what steps they
can take to relieve their symptoms at the earliest
possible stage. To get its message across,
the Centre has enlisted the help of an unusual
spokesperson. Ebenezer Sneezer is a cartoon
character who knows all about the suffering
a cold or flu can bring and he will be highlighting
the importance of 'heeding the sneeze' as the
first outward sign of impending colds and flu.
This winter's cold and flu campaign will be
the first of many initiatives from the Consumer
Health Information Centre which aims to help
improve people's understanding of common ailments
and to offer guidance on how they can improve
the management of their own health. The Centre
is being advised by an expert panel** of doctors,
nurses, consumer information campaigners and
pharmacists which recognised the need for to
develop the concept after reviewing extensive
research* with the general public.
The 'Heed the Sneeze' campaign, which runs
until February, comes in the wake of the British
Medical Association's latest Doctor Patient
Partnership initiative, which encouraged members
of the public to wait a week before seeking
GP advice about the onset of colds and flu. "We
are urging patients to have a well-stocked
medicines cabinet so they can self-medicate
at the first signs of flu," explains Dr Simon
Fradd, the BMA's campaign chairman.
"Consumers have a right to information about
themselves and their health; to informed choices
and to high quality health care," said Mike
Pringle, Professor of General Practice at Nottingham
University and member of the Centre's expert
panel. "The Consumer Health Information Centre
will help people to access this information
and to find the most appropriate treatments
for their needs. Ebenezer Sneezer provides
a humorous way of underpinning the Centre's
first campaign 'Heed the sneeze'."
Notes for editors
References:
Background Information:
Images:
If you wish to download and use any of these
images, please credit the Consumer Health Information
Centre.
For further information please contact:
Karen Kelshaw
Consumer Health Information Centre
tel: 020 7421 9314
fax: 020 7421 9317
email: karen.kelshaw@pagb.co.uk
Pam Prentice
Doctor Patient Partnership
tel: 020 7383 6144
out of office hours: 0780 3399826
email: pprentice@bma.org.uk
Marianne Smith
Doctor Patient Partnership
tel 020 7383 6828
fax: 020 7383 6966
email: msmith@bma.org.uk
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