Objective

Target channels/ publicity outlets

Type of feature we want

Raise medical awareness of Addison’s disease to:

• promote early diagnosis

• encourage good practice in treating Addison’s patients

Medical publications and conferences, eg:

• British Medical Journal, Lancet, Pulse, GP Newsletter

• Endocrinology journals

• Endocrinology conferences

• Medical school seminars

• Other specialist medical journals, eg.

  Journal of Emergency Management

• Illustrations of good practice in early diagnosis and good management

• Promotion of our website as a source of medical information and case studies

• Promotion of the 2003 international survey as a source of insight into Addison’s

Encourage more people with diagnosed Addison’s to join the ADSHG

Referral from endocrine nurses, endocrinologists, GPs

Poster in hospital outpatient clinics & GP waiting rooms

What to avoid

Channels to avoid

Features to avoid

Being swamped with enquiries from undiagnosed people seeking an explanation for their symptoms

• Women’s magazines

• Tabloid press features

• Radio and TV

• Personal profiles which emphasize difficulties in getting diagnosed. 

• Many diagnoses go smoothly and this is what we want to promote.

Making medical professionals feel defensive about their quality of care

• Women’s magazines

• Tabloid press features

• Radio and TV

• Personal profiles which emphasize instances of poor medical care

• Offering comment on hard cases, eg. inquests.  Stick to promoting ADSHG as a source of information.