With summer now upon us, the Aurora office is heating up and we're looking forward to the cricket. However, swine flu continues to overshadow summer frivolities, with the diagnosis of four new cases at Eton this week bringing the national total to 246. On top of this, the MP expenses scandal has dominated the press and resulted in somewhat repetitive media headlines. But, a smile does come to our face when thinking about some media coverage - Britain's Got Talent has now reached its conclusion so we can relinquish the sofa and head to the garden for BBQs.

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Only two new entries punched their way into the chart in May: unsurprisingly swine flu trotted to the top and cardiac arrhythmia skipped in to eighteenth place. Seven topics re-entered the chart including prostate cancer and maternity services/care. Stroke dropped significantly - from fifth place in April to twentieth in May. In contrast, after a quiet month, broad issues relating to cancer climbed from seventeenth to second.

Prostate cancer re-entered the chart with news coming in at the end of April that an existing treatment for enlarged prostates has the potential to prevent or slow the development of prostate cancer in those at elevated risk. In mid-May news hit of a three minute test for prostate cancer that is under development. Interestingly, due to the high profile of this cancer at the moment, the test gained coverage five years before it is expected to be market-available and prior to testing in a large sample of men. 

Asthma spluttered back into the chart with a link to climate change gaining coverage, but not in the typical ‘pollution irritating the lungs' way. Instead, the medical assessment published in The Lancet argued that doctors should become ambassadors for ‘low carbon lifestyles' for public health improvement. The piece was reported to suggest that motivating patients to, for example, cycle rather than using a car for short journeys, could reduce asthma and global warming at the same time. Asthma was also in the news in conjunction with counterfeit medicines, when the MHRA seized a large shipment of fake versions of a widely prescribed inhaler. 

Cardiac arrhythmia popped into the chart with news that drinking excessive amounts of cola may cause this condition, as well as other problems like bone weakness and muscle paralysis. A paper published in the International Journal of Clinical Practice suggested that these problems are experienced as a result of cola interfering with blood potassium levels. However, perhaps the issue is one of moderation, as a spokesperson for the British Soft Drinks Association commented, "The soft drinks industry is committed to encouraging responsible consumption of all its products. Nutrition labelling is included on pack so people can make an informed choice about the products they are drinking." Whilst arrhythmia infrequently makes it into the Aurora top 20, this hit of coverage highlights how just one topical news story can significantly shape the health news agenda in a given month. It also got the Aurora office chatting, as some of us are guilty of consuming the ‘odd' (call that at least five) can of diet cola every day….

And finally, the Daily Express reported that a mother lost four stone in weight after being hypnotised to believe that surgeons had fitted her with a gastric band. The treatment programme cost nearly £800, which would equate to £200 per stone for a non-invasive approach. Aurora wonders if such economic modelling would be sufficient for NICE?

So, let's turn to the rev-counter to see what's been driving the health news in May:

In the swine shadow. News stories relating to swine flu have dominated the press this month. Swine flu coverage was four and a half times greater than general cancer issues, which took the number two place in this month's chart. In fact, no single healthcare issue has dominated the press and overshadowed other topics to such an extent in 2009.

The breadth of coverage has also been matched with depth. Journalists have been covering multiple aspects of the story within each article, from the response of patient and professional groups to the actions of the pharmaceutical industry. This potential pandemic sent the rev-counter into overdrive and wore out the needle! The pictorial representation of this month's counter reflects that no one health institution or health news driver led the coverage this month; swine flu took on a media life of its own and dominated column inches.

The public's appetite for swine flu updates has been insatiable and left certain media groups playing catch up as events unfolded and were instantaneously discussed across social media. But was the Web 2.0 influence on the story for better or worse? Aurora's take on this issue can be read on our blog.

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Aurora strives to apply quantitative, qualitative and emotional understanding of health issues to client communication programmes. Dove-tailing informed PR activity with the media's appetite enables us to assist clients with communicating their vision.

To find out more, contact Neil Crump or Claire Eldridge on +44 (0) 20 7424 7940.

The top 20 chart provides our interpretative snapshot of health stories in the national press and is based upon a quantitative process. Analysis based on news from the 26 April 2009 to 25 May 2009.

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