The clocks went back this month and we hope that the extra hour has been useful to all of the people who are currently planning next year's projects! Aurora realises that it is important to understand the healthcare media environment when developing communication programmes - communicators need to know which journalists said what and when, as well as what shaped their views. The Aurora top 20 explores which health issues gained the most coverage on a monthly basis and why; we hope that you find it to be a useful snap-shot.

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October saw nine topics lose position in the top 20; heart disease / cholesterol fell from first to fifth place; fertility dropped from fourth to tenth place; asthma slipped from ninth to 14th place. There were three re-entries, one was Clostridium difficile punching its way into first place. Contraception and dental health made their way into the chart for the first time and sexually transmitted diseases continued to lurk at the bottom of the chart. Public health issues ruled the chart in October and reflects an on-going shift in health journalism to focus on population well-being rather than individual health. 

Now we delve deeper into some of October's issues:

Superbugs. C.difficile and MRSA had a major presence in the top 20 this month, the former being pushed to the top spot by a Healthcare Commission report showing that nearly 1,200 people contracted the bug over a two and a half year period in Kent. All of these infections occurred in the Maidstone and Tunbridge Wells NHS Trust. The Health Secretary was reported as saying that the event was ‘scandalous'. Anna Walker, Chief Executive of the Healthcare Commission, told The Times that: "What happened to the patients at this trust was a tragedy,” and commented that their report into the outbreak: “Fully exposes the reasons for that tragedy, so that the same mistakes are never made again.”  Sir Liam Donaldson, the Chief Medical Officer, was reported to call for hospital associated infections (HAIs) to be recorded on death certificates if they contribute to death or directly cause it. The request was made to ensure that data in relation to HAIs is accurately recorded in order to allay public concerns about cover-ups. It was also announced that a Care Quality Commission will be established with powers to close wards, sack NHS bosses and issue fines. A leading high street store has thankfully entered the battle against HAIs by launching a new pyjama range that is designed to be a bug-buster - the magical garments contain silver thread that can kill bacteria and reduce wound infections. Unfortunately this is unlikely to tackle blood transmitted infections acquired in healthcare settings. 

Obesity. A survey of children's weight, commissioned by the Department of Health, announced initial results showing that, on average, a quarter of children are already obese or overweight when they start school at the age of five. A report by the Scottish Executive found that Scotland has the second highest level of obesity in the developed world.  It was reported that ‘supersize' ambulances are being introduced to deal with ever-expanding patients and Dr Colin Waine, Chairman of the National Obesity Forum, stated that the obesity epidemic has the potential to bankrupt the NHS. Some Sunday papers in October commented that government ministers are considering banning the food industry's use of trans fats to help tackle obesity and heart disease. Trans fats are artificially produced, chemically altered vegetable oils that can be found in thousands of processed foods. They are used because they are cheap, add bulk to products, have a neutral flavour and give products a long shelf life. They have no nutritional value. On the other hand, those who love Krispy Kreme would have been happy to read a report in the Daily Mail this month that claimed doughnuts are good for us - or at least not the enemy when it comes to obesity. Professor Gaesser from the University of Virginia announced research that suggests carbohydrates are not as fattening as has been represented by ‘anti-carbohydrate hysteria'. Aurora heard that Homer Simpson was staffing at the Mail this month….

Alcohol-related issues re-entered the chart in October with a diverse range of stories being reported by the UK media. An announcement by NICE that women may drink 1.5 units of alcohol every day whilst pregnant without harming their unborn child gained widespread coverage. Other stories included a US health company claiming that just three alcoholic drinks a week can increase the risk of developing breast cancer by almost a third. NHS statistics were reported to show that the number of men being admitted to hospital due to drink-related issues has risen by 27% since the introduction of 24-hour drinking legislation two years ago.

Dental health. A study reported by most papers in October suggested that more than one-in-twenty people in England have conducted their own dental treatments, including pulling teeth out, due to the shortage of NHS dentists. In response, Health Minister Ben Bradshaw urged patients not to do this but to visit their primary care trust instead, according to the Daily Mirror.

And finally, In a bid to 'recharge' and 'uplift' patients at hospitals across Liverpool, the songs of blackbirds, thrushes, wrens and bluetits are being used in the hope of assisting recovery.  The Guardian commented that: "If this leads to a breakthrough, Big Pharma has had its day" and quipped: "Florence Nightingale can at last live up to her name".

To find out if your therapeutic area moves or shakes in November, keep your eyes peeled for the next Aurora top 20.

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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 020 7424 7940. 

The top 20 chart provides our interpretative snap-shot of health stories in the national press and is based upon a quantitative process. Analysis based on news from the 26 September to 25 October.