Cubism – Cube Blog

A story about a well-known Australian with media connections voicing a Community Service Announcement (CSA) caught the eye of the Cube team last week.

The Daily Telegraph reported on leading Sydney radio station 2GB’s decision not to run a CSA for little-known charity Retina Australia because it used the voice of the charity’s NSW patron, Don Burke. The reason? As it turns out, Burke has a weekend gardening show on rival station 2UE.

2GB went one step further and declared it would not air any rivals’ voices on its airwaves.

Unsurprisingly, this decision provoked an emotional response from Burke, who claimed the decision was ‘deeply hurtful’, especially as his name is not announced and it’s just his voice. The article also jolted the newspaper’s online readers into action, attracting in excess of 40 comments, most of which supported Burke and dismissed 2GB’s position.

This decision by 2GB raises an important, often unasked question – should competitive issues be set aside in the Australian media when the aim of the communication initiative is to raise vital funds for a charitable organisation? Or is it fair to put the needs of business before greater benefit?

Celebrities are engaged by companies and charities to help highlight a specific health cause more often than not – and their involvement is particularly crucial for organisations like Retina Australia who are inevitably deemed less ‘sexy’ (and therefore un-newsworthy) by the media.

The decision on who to use is often based on a combination of the celebrity’s personal connection to the cause and ability to attract the desired media attention – referred to in journalist circles as their ‘media currency’. If the chosen celebrity also has a regular column in a magazine, or fronts a television program, this is usually viewed as a positive by-product of the agreement.

Ironically, Retina Australia has received far more publicity from the decision taken not to air their CSA than would have been achieved through simply airing the CSA itself. But the situation does highlight celebrity affiliations to media won’t always lead to widespread coverage and that, in some instances, it can hinder – rather than help – the ability of communications professionals to spread a valid, important message far and wide.

This highlights how important it is to consider media outlet competition as well as cause connections and media currency when drawing up the shortlist of celebrities for a campaign.

Tell us what you think below!

What could the health system look like if the Coalition was in power?

With an election pending, there has been a lot of noise from the Opposition about potential policies and reforms. In a parallel universe, what would the Australian health system look like if the Coalition was in power?

Recent proposals  from the Federal Opposition include cutting funding from current Labor health reforms including…

• Medicare Locals
• GP infrastructure to upgrade primary care facilities 
• A national e-health system
• 24 hour GP phone helpline grants

…and using this cash to roll out a $1.5 billion plan to improve mental health services, including:

• 20 new early psychosis intervention and prevention centres 
• 60 additional Headspace sites for young people with mental illness  
• 800 early intervention beds

Whilst Tony Abbott claims Labor has been inactive in mental health reform, Nicola Roxon was quick to hit back against the proposals, saying national hospital and health reforms will be at risk if Labor is voted out of office

“It’s very important we do not neglect mental health and one of the disappointing aspects of the Government’s health reform proposals is that there’s been so little on mental health.”

Tony Abbott

 “The Coalition’s policy is undermined by the fact it is funded by cutting Labor’s health reforms, such as GP super clinics and e-health.”

Nicola Roxon

What are the stakeholders saying?

The AMA is currently sitting on the sidelines and waiting for further updates on what funding would be left for GPs, whilst the Mental Health Foundation of Australia expects the Federal Government to announce its own mental health reforms in the near future.

Australian of the Year, Professor Patrick McGorry, has called on the Federal Government bring physical and mental health together under a new mental health plan, whilst speaking at the National Press Club last week.  

The Coalition said last week they would unveil their primary care policy before the election, in response to concerns about how much (if any) funding would remain for primary care.

With a few months to go until an election, there is plenty of time for further announcements, proposed reforms and complete u-turns, so watch this space!

Australian Doctor reported on some pioneering research this week – researchers in the US have successfully transplanted lab-grown lung tissue into rats that works like the real thing. The pipe dream of organically grown organs has long been discussed in medical circles, but this breakthrough led us to consider whether the future might be closer than we think?

For years, transplant surgery has been the primary way of replacing severely damaged organs. Yet transplantation is one of the most challenging and complex areas of modern medicine – doctors must battle with organ rejections and transplant failure, as well as a major shortage of organs.

In June 2008, the world’s first whole tissue-engineered organ – the windpipe – was successfully transplanted into a 31 year old lady in Spain. 18 months on, she is leading a near-normal life without the need for immunosuppressants.

In cosmetics, ‘Reconstituted Human Epidermis’ (aka lab-grown skin) is already a reality – made from discarded skin during surgery, synthetic skin is being used to test the irritancy of chemicals as an alternative to animal and human testing. The technique has taken 30 years to perfect.

In the last few months, research teams have successfully created biologic blood vessels, corneal tissue and intervertebral discs. Next will be the development of a full-sized, functional organs. Moving one step further into the future, new research is investigating ways to use this technology to repair tissues and might one day prevent organ failure altogether.

However this area is surrounded by controversy. Whilst the development of lab-grown organs may benefit medicine, the use of stem cells continues to influence public opinion on whether or not research should continue. What do you think?

Last week’s departure of former PM Kevin Rudd and Julia Gillard’s ascent into leadership broke Australian news site traffic records. And with every other media outlet in the country still running red hot with Gillard news, it would seem almost unfair not to mention our new PM’s impact on health policy.
 
As a start, Julia Gillard has proficient experience in the area, serving for three years as the Opposition health spokeswoman during Abbott’s tenure as Federal Health Minister. She has also been involved in Rudd’s own ‘health revolution’.
 
A recent Galaxy poll shows nearly a quarter of us want to see a fast-track of the health reforms as a first priority. But what do the various industry bodies have to say about whether or not health policy will be given the red light by the new leadership?
 
The doctors
 
The AMA says that a leadership change is not likely to change the track of health policy. The group is also of the belief that Rudd’s National Health and Hospitals Network will remain in place.
 
The nurses
 
The ANF believes Gillard has what it takes to win the election – ‘Australians want a hospital, aged care and primary health care system that works and Labor has demonstrated a keen understanding of this’. The group also welcomes the first female PM into the fold.

The e-health experts
 
…say Gillard gets it and they look forward to see how the e-health agenda progresses.

The mental health advocates
 
Mental health experts are hopeful that our new leader will put mental health higher on the agenda. A great deal of momentum developed in the lead up to the leadership shake up, with over 60 organisations delivering nearly 100,000 signatories calling for an urgent focus on mental health – but this was unfortunately delivered to the wrong PM.

Professor Patrick McGorry sees this momentum as an incredible opportunity for the Gillard Government to take action and score some ‘brownie points’ in the lead up to the election.

But watch out Julia – Tony Abbott just pledged $1.5b to improve front-line mental health services if the Coalition is elected.
 
Health got a mention in Julia Gillard’s acceptance speech (video below, in case you missed it). Will this enthusiasm translate into action?

At the Pharmacy Expo held in Sydney from 4-6 June there was much discussion about the evolving role of the Pharmacy Assistant in the modern pharmacy environment.

The Footy Show in Melbourne leads in with their theme “It’s more than a Game”, but in Community Pharmacy land, the role of the Pharmacy Assistant is certainly “more than a name”. They come into the pharmacy industry with wide-eyed enthusiasm, but is their title really appropriate – one which reflects their status in their role in the Pharmacy healthcare team?

Pharmacy Assistants are fundamentally important to the survival of Community Pharmacy as we know it. As the ‘coalface’ representatives, they offer the caring perspective with which the pharmacy industry is entrusted and must multi-task every day. An average day in Pharmacy sees the whole spectrum of humanity – from those with minor illnesses, to impatient individuals and drug-dependent people with accompanying overt behaviour. Being passionate, understanding, knowledgeable, structured and organised are elementary requirements for a career in this challenging environment.

As an increasing number of Australians look to the pharmacy for ‘everyday’ management of their health concerns, the Pharmacy Assistant will become an increasingly important entity within the business. Pharmacists do expect Pharmacy Assistants to keep abreast of the latest information on treatments and disease areas, but are they encouraged and rewarded for this ongoing career development? There are a number of ways we can do this:

• Consider initiating a specialised pathway which allows career development in a particular area – diabetes, natural medicines, wound care or cardiovascular health -  complementing the role of the Pharmacist
• Encourage improvement of their professional skills by providing relevant courses and seminars
• Provide the opportunity for online study/learning, and incentivise with appropriate rewards
• Ensure they are kept informed of the latest product news and launches via the pharmacy media, particularly PostScript and Contact
• Always consider the messages and language appropriate to this audience and focus on helping them to have the confidence to conduct a consultation with customers that offers real solutions
• Highlight great work – showcase ‘stars’ through appropriate communications channels so all Pharmacy Assistants recognise what ‘the best in the business’ is all about.

Now is the time for the role of Pharmacy Assistants to be recognised and re-branded. What’s in a name? Let us know your thoughts below…

This blog has been co-authored by Gerald Quigley, practicing Community Pharmacist & Accredited Herbalist & Lisa Burling from Cube

Following the combined efforts of six different cancer organisations (Bowel Cancer Australia, the Gut Foundation, the GI Cancer Institute, the Bowel Cancer Foundation, the National Bowel Cancer Coalition and the Cancer Council Australia) last week in raising awareness of Australia’s second largest cancer killer, bowel cancer, it prompted us to ask: what makes a ‘healthy’ health awareness campaign?

Poignant call to action

If we take a look at Bowel Cancer Awareness Week as the most recent example, the issue dominated health news headlines all week, generating some 200 media impressions each day.

While there were varying messages from all of the organisations vying for a voice, the most common and resounding messages were: this is a cancer beginning to hit younger people (emotional), screening is critical (call-to-action) and society needs to put ‘social awkwardness’ aside when it comes to talking about bowel cancer (quirkiness).

Some organisations harnessed the power of celebrity to get their message across including Lara Bingle, George Calombaris and John Singleton, while others embraced research, personal stories and a touch of humour to spread the word.

With over 160 local, national and international health awareness days, weeks and months formally recognised by the Australian Department of Health & Ageing each year, why is it that some stand out from the crowd and demand such public and media attention, like Bowel Cancer Awareness Week, while others remain almost unheard of?

We know that not all health awareness campaigns are created equal and when embarking on a health awareness campaign, whether it’s an NGO, charity or pharmaceutical company, there needs to be a number of critical ingredients in place for a level of noise to be achieved. A host of important decisions must be made and depending on the topic/issue in question, one may find they have to work that little bit harder than their counterparts to pique the interest of media and ultimately get their target audience to act.

Working in the area of health and having played a part in many a health awareness campaign over the years, we’ve put together our top tips (with a couple of examples showing these in action) for what can help make a ‘healthy’ health awareness campaign:

1. Compelling, new research & statistics

2. Clear call-to-action that can be measured

3. Celebrity/high profile personality including MPs

4. Appeals to wider community – not just those that are affected

5. Real life stories

6. Specialists, key opinion leaders, clinical spokespeople

7. Original, creative or quirky take on getting the message across

8. Finding a journalist/media outlet with a personal connection

9. Ways to extend the campaign beyond the ‘day’, ‘week’ or ‘month’

10. Strong online presence

The healthcare landscape is constantly changing, and this can be a lot to keep on top of for any busy health professional. So it’s no wonder that ongoing education needs to be such an important element of their roles. Important, but not necessarily mandatory. Not until now, that is…

Enter the National Registration and Accreditation Scheme, a new system coming into effect in Australia from 1^st July 2010.

What is it?

The National Registration and Accreditation Scheme is being introduced to create a unified national registration system for medical doctors, nurses/midwives, pharmacists and practitioners in seven other health occupations. It will ensure that consistent standards of practice are upheld by all health professions in Australia. As part of this, the new scheme will make it compulsory for health practitioners to partake in continuing professional development (CPD) and meet specified targets for educational credits accumulated over the course of a year.

Why is it important?

CPD has long been available to health practitioners in the form of training modules, certification courses and sponsored events, such as seminars and symposia; however participation was often reliant on two things: professional interest and personal initiative. By introducing national standards and making CPD mandatory, participation in accredited activities will become a medical mainstay and practitioners will be looking to professional bodies, teaching institutions and commercial purveyors of healthcare education to provide the learning opportunities they require.

But with great power comes great responsibility and educators must always be mindful of their responsibility to provide the highest standards of quality and value to the health professionals who will be relying on them.

For more information on the new system and how to get a pharmacist CPD module accredited visit website of the Pharmaceutical Society of Australia.

Over the coming weeks, additional information will be made available about accreditation procedures for other professions including GPs, specialists, nurses, opticians, dentists, osteopaths, psychologists and the like, so keep your notebooks open  and your pencils at ready – there will be a quiz!

By Mitzi Saitzyk

Whilst on the topic of the health impact of the ‘digital age’, it is worthwhile exploring the power its most current and relevant offspring, social media, has in disseminating health messages and empowering the public.

While it is impossible to talk about all successful campaigns at once (and this is something Cube will be keeping an eye out for), below are two campaigns which have caught our attention:

1. Twitter Autism Day

In this simple and effective example, Twitter was used to create a channel for sufferers of autism and their carers to share their knowledge and experiences of life with autism. Communication and misunderstanding are some of the obstacles faced by people with autism. Twitter was an appropriate medium for this particular disease area, helping sufferers address these obstacles. It also allowed the community an opportunity to show their support by following and re-tweeting. A hashtag was created to help. Twitter Autism Day became a trending topic and this speaks volumes for the success of the campaign in raising awareness and public understanding of the condition (via Engaging Social Media).    

2. Digital Men’s Health Campaign

With last week marking YouTube’s 5^th birthday – it is impossible not to give the popular video sharing site a hat-tip. Particularly, as sharing video content online is becoming increasingly important (41% of Australians streamline or download videos).

Click here to view is a reel which encapsulates an interesting digital campaign, developed internationally by the industry, in the area of men’s health (via http://pharmadigital.wordpress.com/). Below is a snapshot of some of the digital content generated.

This week has seen a resurgence in discussion about the effect mobile phones are having on our health, with a large international study receiving widespread media coverage. Suggestions about the health impact of our mobile phone habits are a popular topic, so it may be worthwhile considering the impact the so-called ‘digital age’ and the resulting constant connectivity has on our health.

Our very smart phones allow us to stay connected, longer. But next time you are getting through the flurry of work emails on your Blackberry/iPhone while in traffic or on the bus, or even at home in front of the telly, consider this: a recent study has linked working overtime to an increased risk of heart disease.

This is worrying, considering a survey found nearly one third of Americans feel they need to stay connected to work 24/7, even during weekends and holidays. With Australians working the longest hours of any other country, we must be batting a similar average.

And with almost a third of us now using our mobiles to tweet and update our Facebook accounts, is it any wonder there are suggestions some are becoming addicted? In light of this, Facebook apps like this are eerily ironic.

Cube attended a post-budget discussion yesterday led by Chris Caton, Chief Economist at BT Financial Group, dissecting the 2010 Federal budget announcement. Contrary to 2009 forecasts – made during the height of the global economic crisis – the Government is aiming to drive the budget back into surplus within just three years.

As predicted, health is high on the priority list in this year’s budget. A total new investment of $7.3 billion in the National Health and Hospitals Network over five years hit the headlines yesterday, funded by major reforms and tax increases across three economic sectors.

Where have the savings been made?

The 2010 Federal budget – a healthy balance?

Increases in tax revenue across three core sectors will be used to fund the pledged health reform. As pre-announced in the media two weeks ago, taxes on tobacco have increased by 25%; a $9 billion Resource Super Profit Tax on the mineral industry was announced last week; and significant reforms within healthcare through the Pharmaceutical Benefits Scheme (PBS) and a new Community Pharmacy Agreement are predicted to deliver a total $2.5 billion in net savings over five years from 2010-11.

PBS reform plans began back in 2007 and are expected to generate about $6 billion in savings. Designed to take advantage of patent expiry, cuts to the price of prescription medicines are expected to generate $2 billion savings to the Government and about $300 million to patients over four years. Economic experts at the post-budget discussion suggested that leaning against the steady growth in PBS spending seen in recent years was an appropriate measure.

Where is the money going to be spent?

Whilst tax increases are not always popular and reforms can take time, the cuts will help fund the Government’s new health commitment. These savings will provide an additional $2.2 billion to meet the needs of Australia’s healthcare system, including:

1. $355 million for almost 450 GP ‘Super Clinics’
2. $417 million to enhance after-hours services, making them more streamlined
3. $523 million to provide practice nurses in all GP surgeries  
4. $467 million to rollout the national e-Health strategy, introducing individual electronic health records

Distilling the debate down to a grassroots level, patients may receive cheaper scripts, better access to GPs and practice nurses, shorter waiting lists for elective surgery and emergency department care, and better chronic disease management.

The current Government has placed a major focus in the national health system in an election year and time will quickly show the outcome of its decisions.

Have you ever found yourself reaching for your keyboard to research an ailment you are convinced you are a perfect candidate for? “Feeling fatigued? Check! Some weight gain? Yes! General muscle pain? That confirms it, I have contracted an incurable disease,” you hear yourself say.

If this is vaguely familiar, consider yourself an active contributor to a nation of ‘cyberchondriacs.’

Most of us will admit to Googling ‘[name of an exotic/obscure illness] + symptoms’ following a late night viewing of Medical Mysteries – but are Aussies taking their health too lightly by substituting doctor with .com?

New research from research company TNS found that 1 in 4 Australians will search the internet for medical advice to self-diagnose and even treat themselves. Over a quarter of this group feel that they are able to diagnose and treat an ailment without the need of a healthcare professional.

Considering ‘pregnancy’ and ‘cancer’ are the top two Googled health conditions (generating around 7.7 million search queries each month) and the fact that anyone can publish anything online (Wikipedia, anyone?) – these findings are somewhat concerning. 

A recent HCF survey also reveals that Gen Y and women are the most common web medicos. Could this be because more than half of those aged 18-34 said they were too embarrassed to talk to a GP?

Searching for health information online

Both TNS and the Australian Medical Association (AMA) agree that while the internet has its uses, those searching for health information must be careful. People may be at risk of diagnosing non-existent symptoms and possibly using treatments which may not be appropriate.

So, next time a mystery illness on hospital drama House prompts you to e-diagnose, remember to take the information with a grain of salt and speak to your pharmacist or GP                                                                                                     if you have concerns.

The final countdown to Christmas kicked-off today and as many Aussies brace themselves for puddings and presents, Scrooge has surfaced – demanding a slimmer, trimmer Santa. 

A paper published in the British Medical Journal suggests Santa swap his sled for a bike and ditch the brandy and mince pies for Rudolf’s carrots. Dr Nathan Grills from Monash University has accused Father Christmas of inadvertently endorsing obesity, drink-driving, speeding and a general unhealthy lifestyle. Could the crises of the 21st Century really derail the Claus dynasty?

The weighty issue of obesity has been a hot topic for a number of years, and Government legislation has echoed the concerns of Australia’s healthcare professionals by establishing a National Preventative Health Taskforce to help curb the nation’s expanding waistlines. But, should we be blaming Santa for the 300 million people who are overweight worldwide?

Dr Grills argues that due to his popularity, “Santa needs to affect health by only 0.1 per cent to damage millions of lives”. With the weight of the world on his shoulders, Santa hit back, saying he eats plenty of fish, enjoys running and often prefers milk over spirits – commendable role-model behaviour.

As the silly season gets into full swing, many affiliates of the anti-Santa brigade are creeping out of the woodwork. And although we should demonstrate some restraint during this period of indulgence, should Bah Humbugs deny today’s children the delight of finding a half-eaten mince pie on Christmas morning?

Merry Christmas to all!

Beat the blues

It’s the first week of January and you’re back at work. After a fabulous Christmas and spectacular New Year, suddenly it’s all over and normal life resumes once again. So here are our top 5 ways to get you out and about in Sydney during January to shake those blues away…

1. Sydney Festival
There is so much going on with the Sydney Festival this month it’s hard to fit it all in, from family activities to music, dance and theatre across the CBD. Why not get a group of friends together and head down to the Domain, find a patch of grass, sit back and relax with a glass of wine and watch the vast array of entertainment.

2. Flickerfest
Flickerfest is Sydney’s first beachside cinema where you can watch up-and-coming stars from under the stars. The event screens the best short films from Australia and the world in a unique, relaxed summer environment. Gourmet food and wine of the organic variety can be purchased from the Beachside Bar at the Pavilion.

3. Australia Day
With your cork hat on and boomerang in hand, head down to Darling Harbour and join the excitement of Australia Day 2010. This year there will be a harbour boat parade, as well as live music from Leo Sayer and Australian Idol winner Stan Walker, followed by an amazing display of fireworks lighting up the Harbour.

4. Moonlight Cinema & Open Air Cinema       
Whether it be a romantic night out or a get together with your friends, book your tickets online for seats at the Centennial Park or Mrs Macquarie’s Chair outdoor cinemas. You can select from a range of old and new films with the breathtaking back-drop of the Opera House or Harbour Bridge… just don’t forget a warm jumper and insect repellent!

5. Sydney Fish Markets Seafood School
At number 5 in our list is the Sydney Fish Markets Seafood School in Pyrmont. At one of Sydney’s leading cooking schools you will be shown just how easy it is to cook and prepare seafood at home. You can impress your friends and family with your newfound skills learnt from one of the leading Australian expert chefs.

Hands up who’s been on Twitter for more than 12 months? Be honest!

If, like most people, you can’t put up your hand then don’t worry, because it was only in 2009 that Twitter really hit the mainstream. Created back in 2006, the site provided a unique microblogging service that enabled users to send messages (tweets) of up to 140 characters to their network of followers across the globe. However, by 2008 there were still only a few hundred thousand users.

It wasn’t until the beginning of last year when big-name celebrities began using the service to connect with their fan base, and Governments and big corporations used the site to extend the reach of their campaigns, that Twitter hit the headlines and experienced serious exponential growth.

The exact number of users is hard to quantify, but by September last year the number of live Twitter accounts is said to have passed an incredible 50 million. One in five internet users employ Twitter or another service to send updates about themselves or to see other people’s updates.

Twitter and healthcare – could 2010 be the year they come together?

The early adopters of Twitter in the healthcare arena have been clinical groups, hospitals and healthcare organisations who are beginning to use Twitter to communicate timely information within the medical community, to patients and the public. Real-time tweets provide a fast and easy way to reach multiple people in a short space of time. This has advantages for sharing time-critical information such as drug safety warnings, tracking disease outbreaks and disseminating healthcare information.

Twitter applications are now available to help patients find out about clinical trials or to link brief news alerts from organisations like the Center for Disease Control and Prevention (CDC) to reliable websites that provide more detailed information. International congresses are now using tweet streams to update followers on the latest news and data announcements.

Twitter has become an integral part of communication in today’s society. In fact, for the first time, the updated Medicines Australia Code of Conduct includes reference to social media (section 12.9 for consumers, 2.4.2 for healthcare professionals) – removing the current ambiguity and providing definitive acceptance of this medium as a valid communication channel within the healthcare arena.

With major health issues like swine flu topping the charts as the second most tweeted about topic in 2009, it’s clear that health will continue to be discussed via social media. It’s time the Pharma industry began dipping its toe into the water and using this channel to openly interact with its target audiences.

If Pharma is not part of the conversation to begin with, how can we expect our voice to be heard?

A new e-health dilemma?

The battle for world search engine dominance enters a new phase this month with the arrival of a new ‘health’ search capability from Microsoft’s Bing, which seeks to challenge Google’s seemingly impenetrable global position. With health being one of the most commonly searched-for topics online, this could represent a very smart competitive move!

For those spending regular time researching health diagnoses or specific medical information (see our recent blog on ‘cyberchondriacs’), Bing does offer the potential to introduce some changes to their web search style. The .com community state Bing prioritises nine trusted and verified medical resources – such as the Mayo Clinic – as the basis of its search capabilities, making it easier to find results that can be trusted.

The declaration that Bing joins Yahoo in the war against the ‘ten blue links’ approach to reporting search results does not in fact appear to be the case in reality! But what Bing does offer is a Quick Preview feature giving text based summaries of pages displayed in the search results. An Explorer Pane also allows quick access to symptoms, causes and treatments. 

Bing offers good practical features to support general health searches – but cannot surpass Google’s unique health strategy which offers the potential for secure and private storage of medical records, easy reference to relevant health information and connection to service providers. This personal, secure medical storage capability could gain greater attention as the Federal Government make moves mid-year to integrate and digitise medical records. Discussion has already commenced on the security of the new national identity system – a key component of this new legislation.

So will health prompt the masses to start ‘Binging’ instead of ‘Googling’?  Some say if Microsoft continues to make ongoing improvements and embark on a massive advertising initiative, Bing does stand a chance in converting more than an impressionable few! Watch this space.

2010 marks 50 years since Medicines Australia first introduced the Code of Conduct. In five decades the Code has evolved dramatically. From a small booklet in the 1960s that could practically fit in a back pocket and scrutinised use of telegrams as a communications channel – to Edition 16 now two A4 manuscripts holding almost 300 pages with Facebook, Twitter and YouTube under the microscope!

Edition 16 now provides the pharmaceutical industry with even tighter and more specific standards for the marketing and promotion of prescription products and engagement with healthcare professionals, patients and the general public.

When it comes to communicating with the general public what was once quite ‘grey’ and open to interpretation, has become far more lucid.

New Code now in play

For the first time there is clarity on previously debated areas. When a company can issue a product-specific media release and what can and can’t be included is now qualified. How a company can respond to journalists requesting internationally released data on unregistered or ‘off-label’ products is also specified.

Edition 16 also features a sub-section on social media, recognising that while industry is still a little cautious with this new sphere of communication, it cannot be ignored.

At first glance Edition 16 may come across as more restrictive when it comes to industry’s relationship with the general public and media. And no doubt, it has prompted many a communications professional to consider how to convey a balanced, Code-compliant message that also piques the interest of one of its primary conduits of communication – the media.

However, on closer assessment, clarification of ‘grey’ areas and the setting of very clear parameters to work within can only be seen as a positive step. Greater alignment and consistency among each company’s approach to marketing and communications is important – and may assist in minimising the public scrutiny the industry has been forced to face in recent years.

In true Steve Jobs (Apple CEO) fashion, the iPad launched last week with a bang. Apple’s slick answer to the tablet computer is essentially a bigger and better iPod Touch – sitting somewhere between smartphones and small computers.

Even before the gadget has hit Australian shores, speculation about the iPad has thundered through the community. Not surprisingly, it has also made noise in the medical area – after all, many healthcare professionals already use the iPhone and about 3,100 (granted, US-centric) health apps are already in existence. This week, 6minutes published an interesting article on the iPad’s potential role in medicine, which has already attracted mixed reviews of the device from local medics.

Steve Jobs shows off the iPad - Cube blog post

So, is it time to tout this new device as ‘iDoc’?

The reviews have certainly been mixed. While some suggest the iPad is what doctors have been dreaming of since the PC revolution began, others say the iPad is not ready for healthcare.

To focus on one area, many have discussed the iPad’s potential in the hospital setting. Will it help doctors with ward rounds – gathering and sharing patient information, as well as its use as a patient education tool? Features like portability, a high-definition colour touch screen, multimedia content and wireless connectivity may certainly help. However, critics list a plethora of reasons why the iPad has no place in the hospital. It’s inability to multitask or take a photo and lack of a USB port and Flash support.

Local physicians offer mixed reviews. Sydney General Practitioner Dr Raymond Seidler says that for a GP who likes gadgets, the sleek and stylish iPad has everything he wants. Both he and his 12-year-old daughter are eagerly awaiting the iPad – but for different reasons.

Dr Seidler’s daughter is looking forward to watching movies, checking her Facebook and downloading first-run books to take to school, without adding to the 15 kg to her backpack. While Dr Seidler will be able to check e-mail, YouTube and listen to podcasts from his favourite online sites, the BBC or the New Yorker.

Medical textbooks like Harrison’s online will be a click away and the large screen does away with my need for spectacles, which are necessary when I’m squinting at my tiny iPhone, he said.

Professor Jeff Szer, a Melbourne-based haematologist, agrees that technology like the iPhone/iPod Touch have a role to play in medicine. Professor Szer’s perspective on the iPad, however, is that the gadget is unlikely to change the face of how medicine is practiced.

This device has been preceded by a decade of tablet devices, none of which has found anything but niche uses in some health-related areas. I do not expect the iPad to be a game-changer.

While Professor Szer believes that “connectedness” is important for information exchange and communication in medicine, he will not rush out to buy an iPad.

A recent survey by Software Advice showed that while healthcare professionals welcome tablet computers and iPhones, this does not mean the iPad is the solution, as it lacks a number of fundamental features necessary in the healthcare field. 

The iPad certainly has its supporters and critics – but will it affect how medicine is practiced in Australia? We’ll just have to wait and see.

As Saint Valentine shines his bow and sharpens his arrow in preparation for a pop at lovers around the world on Sunday 14th February, the question on everyone’s pursed lips is this: is love good or bad for your health?

Take the time to Google the topic and you will come across a wide range of opinions – for some it can cure all our ills, yet for others it’s the very cause of them.

If you are a believer in love and its positive powers, you’d be forgiven for wondering why modern medicine exists at all. Expert comment and research draws conclusions including ‘love makes you smarter’ (as it improves memory by triggering brain cells), ‘love helps fight cancer’ (promoting killer cell activity), ‘love is good for your heart’ (makes it beats faster and increases blood supply whilst lowers blood pressure) and even the Holy Grail, ‘love makes you live longer’ (scarily, social isolation increases the risk of early death).

Based on this high-level science, how could anyone claim love is bad for you? Google doesn’t make it too easy to find scientific information on the lower points of love. But it does readily offer in one long list the plethora of popular music dedicated to the downsides of dating.

In 1960 The Everly Brothers were blunt in their summations (Love Hurts) and Jon Bon Jovi sang about love being ‘bad medicine’ in the 1980s. More recently, American Idol winner Jordin Sparks asked “why does love always feels like a battlefield?”

And we’ve all been party – directly or indirectly – to a conversation where one half of a couple claims emphatically that the other will in fact ‘be the death’ of them.

Whatever your relationship status perhaps it’s wisest to take note of Whitney Houston’s 1986 smash hit song – The Greatest Love of All – where she claimed it was simply learning to love yourself.

Well, at least until Johnny Depp or Angelina Jolie arrives. Happy Valentine’s Day!

The search for health information online is now part of everyday life (we are living in a nation of cyberchondriacs after all). Yet the technology we’re using to find this information is changing as software giants try to keep up with our fast-paced lifestyles. Rather than Google-searching on a PC, Aussies are increasingly downloading the latest and funkiest health-related applications on their iPhones.

More than 70 per cent of us access information services from our mobile phones and with a rapidly increasing market share in Australia, the iPhone is predicted to surpass the BlackBerry as the dominant smartphone by this time in 2012. Stats show iPhone users in Australia consume a massive six times more data than the average mobile user – consuming almost 2MB more data per session and spending a lot longer browsing, even ahead of desktop users.

Capitalising on this consumer trend, Apple have hit the jackpot with the creation of their applications (or ‘apps’ for short) – third-party software programs developed specifically for the iPhone and iPod Touch that can be downloaded directly by the phone or downloaded onto a computer and transferred to the phone. And the good news is you can literally get an app for anything!

Could an app a day keep the doctor away? Cube healthcare communications blog

 Out of approximately 140,000 apps, there are around 3,100 within the ‘Health & Fitness’ category. Whether they are free or paid-for, global or local, the range of health apps is vast. From a lifestyle perspective you can track your personal food intake and the nutritional value of what you’re are eating with CalorieTrack, or for just $0.99 you can download SmokeCount to help boost your willpower in the battle against cigarettes.

From a healthcare perspective, examples include the AutismTest – developed by KOLs as an accurate guideline for self-screening; Drugs&Medications – a quick reference guide to FDA drug information aimed at pharmacists, nurses, physicians and students;  iAnemia – a ‘diagnostic medical tool’ for those managing blood diseases; and VaxTrack – a personal vaccination planner which links to the Center for Disease Control’s (CDC) schedule of recommended vaccinations.

Other useful examples include iDoc – a free US-based service through which users can get in touch with real physicians to ask medically-related questions (specialists available to answer questions include surgeons, medical specialists and mental health doctors), an app that has received great feedback from users; and Sleep Cycle – download the app, place your iphone under your mattress and the bio-alarm clock analyses your sleep patterns and wakes you when you are in the lightest sleep phase. The app uses the accelerometer in your iPhone to monitor your movement to determine which sleep phase you are in. This interactivity between the user’s physical environment and the software in their phone is where the potential for truly innovative, value-add apps really lies.

You’re also less likely to download a futile app as users can rate them individually, so you quickly get a sense of whether an app will offer any real value. The apps also link through to websites for further information. 

So could the iPhone app be the future of the online health search? More and more companies are incorporating the development of apps into their e-marketing strategies and we will no doubt see a major increase in the number of apps available to download this year.

And for those you use that don’t yet have an iPhone, don’t worry – the majority of apps also have versions available on BlackBerry and mobile phones running Google’s Android software.

The working year is now in full swing – gone are the summer holidays filled with long walks, backyard cricket and swimming at the beach. We’re now at our desks and computer screens resulting in hours of sitting, slouching and stillness.

Australians are internationally applauded for a love of the laid-back lifestyle and viewed from afar as masters of the work-life balance. But did you know the average Aussie spends 1855 hours per year at work which The Australia Institute believes is the highest number of hours in the developed world?

With so many of us chained to the chair and staring at screens for most of the day it’s unsettling to learn the possible health ramifications of this ‘sedentary schedule’.

Is sitting down a health hazard?

Perhaps the least surprising consequence was found in a study revealing sitting down as the culprit of headaches and back, neck, shoulder and arm pain.

More concerning is the fact that staying idle can also put us at risk of death from heart disease. In New Zealand, researchers discovered sitting at a computer for hours on end can cause fatal blood clots, just as long flights can lead to deep vein thrombosis. (Apparently they discovered the link when a 32-year-old man who sat at his computer terminal for up to 18 hours a day nearly died). 

It’s easy to assume going to the gym, running and participating in team sports before or after work will reverse the potential risks of a sedentary desk schedule – however they remain even if we exercise regularly.

According to Sydney-based personal trainer and life coach Rob Derbyshire, many of the aches and pains ‘desk devotees’ suffer from are caused by posture problems.

Poor posture is likely to be brought on by tight muscles (mainly the quads, hip flexors and abdominals (prolonged sitting is again responsible) and weak/lengthened muscles (such as the glutes, deep core muscles, and upper back including rhomboids & lower traps), which are relaxed whilst sitting and not regularly contracted to defy gravity.

As with any condition, prevention is better than cure, so to prevent postural problems it is important to possess a good amount of functional strength, flexibility and stability – and importantly core strength.

Here are Rob’s simple strategies to combat poor posture and move more at work:

• Sitting on a fit ball 50% of the time
• Stretching & moving around regularly throughout the working day – take the stairs, make a cup of tea or simply wander to colleague’s desk to say G’day
• Setting up your desk to the correct ergonomic specs
• Embarking on a posture improving exercise plan, like yoga, Pilates or a class run by a skilled personal trainer
• Avoiding exercise that is contra-indicative to good posture such as, lots of sit ups and activities that repeatedly perform the same movement
• Indulging in a massage or learn some SMFR (Self Myofascial Release) techniques

You’re probably sitting down at your desk right now…so get up, move and make 2010 the year you take your work health standing up, not sitting down!

If someone asked you to drive a rusty old car worth less than your TV set, don an Akubra and drive 3,500kms through the 45®C unforgiving Australian outback on just $500 worth of petrol, would you say yes? Well someone from Cube did, and for a good reason – to raise funds for Cancer Council NSW.

People from around the world are coming together to take part in the inaugural Sh*tbox Rally this month to raise funds for Cancer Council NSW. On 20 March, 17 teams will each drive an old car of less than $1,000 value – in other words, a sh*tbox – 3,500 kms from Sydney to Alice Springs. The challenge is to get there in one piece – both the cars and the participants!

The 2010 Shitbox Rally Route

From the gateway of the outback at Nyngan, to Broken Hill, up the Oodnadatta Track, onto Uluru/Ayres Rock and finishing in Alice Springs, the Rally will incorporate some of the most challenging roads in Australia. Participants range from their early 20’s to late 30’s and herald from the UK, Hong Kong as well as various states across Australia including VIC, QLD, NSW and SA.

One of Cube’s very own employees, Polly Lutter, is taking part: “The challenge will be to ensure our old car reaches the destination in one piece whilst raising as much money as possible. Sadly, we all know someone who has been affected by cancer and I wanted to raise awareness of the wonderful work done by the Cancer Council of NSW. It’s also a great way to see some of this amazing country whilst ‘roughing it’ a little along the way!”

Organiser and founder of the Sh*tbox Rally, James Freeman, who recently lost both his parents as well as his brother (five years ago) to cancer, hopes not only to raise funds for Cancer Council NSW, but also help support the greater community of people the disease affects. “Like me, the type of people that are doing the Rally want to make a bigger and more meaningful contribution to the fight against cancer.” 

Cancer Council NSW funds vital cancer research, prevention, information and support services like the Cancer Council Helpline. Help the team reach their fundraising goal by donating online at Everyday Hero.

New reforms proposed by the Therapeutic Goods Administration (TGA) could see future prescription medicines approved in less than 300 days.

For Australians waiting for medicines which could potentially lead to better health outcomes and improved quality of life, it’s still a long wait. But the reduced timeframe (down from an average of 500 days) represents a significant development in facilitating earlier access to novel therapies in Australia.

The TGA believes a new pre-submission phase, to be conducted over 90 days, will ensure companies are clear on core requirements for an effective submission. This in turn should encourage higher quality submissions and eliminate unnecessary queues and delays in the evaluation process.

For the pharmaceutical industry, the proposed reforms are a positive outcome but it is clear that many challenges lie ahead.

In a recent information session held in Sydney, the TGA opened the floor to a few hundred regulatory specialists whose questions related to the underlying requirements which will underpin the new process.

Although pleased with the prospect of reduced timeframes, many expressed concern that 30 days does not provide enough time for companies to respond to a consolidated set of questions (a requirement in the 1st round assessment) – especially when consultation with overseas head offices and external stakeholders is required.

TGA cuts waiting times - industry to consider timelines

Other questions revolved around the TGA’s ability to manage the backlog of existing applications and how this will impact on new applications and the process which needs to be followed during the transition stage.

The TGA appreciate the proposed reforms involve a commitment from both the TGA and industry. The TGA must be able to offer effective resource planning, while companies will need to have processes in place to ensure overseas stakeholders can contribute to the company’s response to the TGA’s consolidated set of questions in a timely manner.

Will industry be able to deliver on this core requirement? And will the TGA be able to reassure Australians that standards for safety and efficacy of new prescription medicines will not be compromised with the shorter timelines?

The TGA is inviting external stakeholders to review the proposed changes and provide comment on its consultation paper by 22 March 2010.

It’s hard to believe blogging began just over ten years ago, primarily as online diaries for a handful of people. In its purest form the blog is a relatively easy way for you and I (the ‘citizen journalist’) to communicate to interested people about any topic we like in a format where having an opinion matters more than being objective. 

Recently, the blog format has migrated into the mass media space, with the format increasingly utilised by traditional media outlets to present news and current affairs online. The first known use of a blog on a news site was in August 1998, when Jonathan Dube of The Charlotte Observer in the United States published one chronicling Hurricane Bonnie. But it was the Iraq war that saw blogging rise in popularity amongst journalists, with many providing a ‘real life, real time’ image of the conflict via their online diaries.

The divide between traditional journalism and blogging is often seen as a chasm rather than a crack, particularly in terms of accuracy and quality. But discussions at last week’s Frocomm Digital Conference challenged the view that all blogs are created equal. 

While bloggers themselves were once seen as ‘media mavericks’, one of Australia’s key bloggers discussed the fact that many bloggers choose to adhere to the commandments of their journalistic counterparts. Duncan Riley, respected blogger and editor of The Inquisitr reiterated the ‘content is king’ mantra, stressing the importance of accuracy and objectiveness. Mr Riley claims his blog jumps through more ‘editorial hoops’ than some of the stories found on sites like news.com.au, which he argues could be seen as content filters rather than content creators.

However, he also admits that “quality blogs don’t get the traction, influential stuff does.” Monty Hamilton, Head of Online at Ubank agreed, labelling the merging of quality and influence “engagement value – what can we offer the blogger that will engage their audience and ultimately attract new followers?”

We are undoubtedly witnessing a closing of the great divide between the blog and traditional media coverage. In the United States alone, an overwhelming 89% of journalists admit to researching and/or sourcing a story from a blog. (Conversely, Duncan Riley would rather his blog was “picked up on Twitter than by the mainstream media” as the power of attracting more followers is greater).

Whatever your personal view, blogs will continue to grow in number and influence, offering healthcare communicators a unique avenue to reach a specific target audience who are interested and highly motivated by what they read – providing that ‘engagement value’ in a way no traditional mass media outlet can.

In the age of the ‘healthsumer’ and at a time when the traditional flow of information has been turned on its head, the question will not be whether to engage with the blogosphere or not, but rather who to appropriately interact with and how to do it.

Health literacy in Australia... as easy as ABC? Cube PR blog

For all of us working in the healthcare industry, it is easy to focus all our attention on the development and delivery of information to patients and the general public at large. However, it is becoming increasingly apparent that we must also pay attention to how that information will be received and understood – a process referred to as ‘health literacy’. At last week’s FROCOMM Health Communications, Marketing & Media Conference, the topic took centre stage – what it is, how Australia is fairing and ways to improve it.

Search the internet and you will find a plethora of information on health literacy, ranging from official Government-funded reports to blogs which ask why Australia, a nation obsessed with health, lags behind, albeit slightly, other first-world countries such as Canada.

Health literacy is described as a person’s ability to use health information effectively. The Australian Bureau of Statistics (ABS) provides a more detailed definition - “the knowledge and skills required to understand and use information relating to health issues such as drugs and alcohol, disease prevention and treatment, safety and accident prevention, first aid, emergencies and staying healthy”.

Health literacy has become an increasing focus in recent years amongst Government and academics. The latest version of the ABS ‘Health Literacy, Australia’ report delves deep into demographic distinctions and, whilst it’s not hugely surprising that people with higher formal education attainment achieve higher levels of health literacy, age does have a significant impact. Health literacy it increases from 15 to 39 years, then decreases for those ages 40 and over. The ABS report surmises this is because aging causes physical, psychological and social change.

Just last year, two reports into health literacy were released, both unveiling worrying findings. The National Health and Hospitals Reform Commission (NHHRC) report found six out of every 10 Australians would experience difficulty in understanding or making the choices necessary to stay healthy, or to find their way round the health system. Similarly, a study by Australian doctors at the University of Adelaide stated many people do not understand basic health information.

That is enough of the problem – what are the potential solutions? At the FROCOMM conference a number of people representing universities and industry associations offered their views. Peter Waterman from the Pharmaceutical Society of Australia encourages people to search through the society’s Pharmacy Self Care program online, which has over 80 separate factsheets on topics as diverse as Alzheimer’s, antibiotics and alcohol. The Society also recently set up a Facebook page in an attempt to have as more direct dialogue with consumers.

Deon Schoombie from the Australian Self-Medication Industry (ASMI) agrees consumers should seek to have a direct dialogue with their healthcare professional. He also highlighted social media as the ideal way to engage publicly and directly with people as it is about them and allows the health system to offer a tailored message, bringing the system closer to a real conversation/interaction. ASMI recently launched a Facebook page, Twitter profile and regular blog, demonstrating their tangible belief in this viewpoint.

All FROCOMM panellists agreed that better education in schools is critical as is making the health system more accessible. (Backing up this viewpoint, the NHHRC report also recommends health literacy be included as a core element in the curriculum for both primary and secondary schools).

The provision of information in a consumer-friendly and engaging manner and connecting consumers with HCPs quickly was also discussed. Professor Clare Collins from the Dietitians Association of Australia believes flexibility of information delivery will help ensure it captures the attention of the target population – for example, SMS texting for younger populations.

Is getting Australia’s health literacy levels to the standard they should be as easy as ABC? Not quite, but addressing the issue must remain a priority to ensure Australia remains a truly healthy nation. As part of Australia’s healthcare industry, we have a unique opportunity to help in a tangible way  by ensuring we focus on the 3 d’s with all communications materials – developing, delivering and perhaps most importantly, deciphering.

For those of us who awoke from our self-induced chocolate coma on Tuesday and waddled into work, only to hear an annoying workmate say “I just had one or two little chocies over Easter”, hold your head high – WE have done our health a world of good!

If you Google the ‘health benefits of brussel sprouts’ there are a mere 78,400 mentions. However, try ‘health benefits of chocolate’ and you’ll be deluged with a whopping 2,150,000! Clearly brown is the new green.

We all love hearing things that are bad for us may actually be good for us.

We’ve known for some years now that chocolate may be good for your heart. Cocoa beans contain polyphenols, a type of antioxidant that may protect against heart disease and cancer.

Last week the media focused on results of a German study which provided further evidence regarding this link. Published in a reputable journal, it included a large research population (almost 20,000 that was part of a larger cancer study) and was carried out by an independent foundation with no conflict of interest declared. The study ticked a lot of important boxes to be taken seriously.

‘The more chocolate the better’ was one of the timely pre-Easter messages.  Commencing my dance of joy I noticed the kicker – the difference between ‘more’ and ‘less’ in the study was a mere six grams of chocolate. That’s less than one small square of a 100g bar. And, it really needs to be dark chocolate. No dance.

Then there are the psychological benefits of chocolate. These articles always begin well – “An apple a day? Make that a chocolate bar.”  Whilst that probably sent dietitians around the country into apoplectic shock, it works for me! The smooth indulgence has been said to trigger the same chemical reactions as some anti-depressant medications. It also triggers the release of those feel good endorphins. When was the last time a celery stick gave you a warm fuzzy feeling? 

Surprisingly, chocolate has been found to contain a healthier saturated fat. Chocolate, on average, is approximately 30-45% fat of which around 20% is saturated fat and half of that is stearic acid which does not affect blood cholesterol levels.  In fact, an RMIT study found people who ate 100 grams of chocolate a day had smaller platelets in their blood after three weeks, which could help reduce the risk of coagulation.

And if that isn’t enough to convince you that brown is the new green, Japanese research found that the polyphenols in chocolate can actually prevent dental caries.

So the next time that workmate is sipping mung bean and lentil soup, let your endorphins run free, flash those pearly whites and rest easy in the knowledge that we chocolate lovers are simply oozing health!

Guest written by Maria Padua, PR consultant and chocolate devotee

A rivalry exists in Australia that spans from the East to West coast, encompassing health, education, the cost of living and even football. City versus country, regional versus metro; there is a clash occurring reminiscent of David vs. Goliath. Regardless of where your loyalties lie, with more than one third of Aussies calling regional Australia home, we have to ask – is it foolhardy to relegate our country cousins to second place?

Rural and regional media outlets often play second fiddle to the likes of big guns such as The Sydney Morning Herald and Herald Sun. While the ability of national and major metropolitan media outlets to create mass awareness cannot be underestimated, the ‘local angle’ can be just as powerful – perhaps even more so when it comes to motivating people to behave in a different way or take action.

Adding credibility to this claim, a survey conducted by Roy Morgan Research reveals no medium is more effective at reaching country Australians than their local newspaper. Regional press is read by 7.3 million Australians – a figure not even the likes of Masterchef can compete with.  Bucking city trends, the steep downturn in readership figures experienced by our national and metro papers has not been felt by regional counterparts who have actually managed to increase their readership. 

With a greater Government focus on health in regional Australia, a unique opportunity beckons to put health back on the ‘bush telegraph’ agenda.

Just this week, the Government announced its first National Male Health Policy will soon be released, a policy shaped by the Australian Institute of Health and Welfare report: A Snapshot of Men’s Health in Regional and Remote Australia. This focus on regional and rural Australia illustrates the ever-increasing discrepancy between the health of ‘city slickers’ and that of our regional countrymen, and women. And although funding of targeted rural health programs increased by 45 per cent to $700 million in 2009-10, there still remains an opportunity to reach regional Aussies with targeted health information via the media outlets they consume most – knowledge is power after all.

When it comes to health information and proactive self-care, providing details on the latest in diabetes management or cancer treatment should not reflect the banana bread craze and reach our country counterparts months later. 

Regional Australia is too often relegated to the Australian media’s version of Shannon Noll - always the runner-up – but what about them? Be it the Goondiwindi Argus, NBN Coffs Harbour or Outback Radio 2WEB, perhaps regional media is the hidden jewel in our media crown.  National and major metropolitan news and information is important, however it is local content with localised messages which truly has the power to galvanise community empowerment and action.

On a dreary day like today, there is nothing worse than travelling in cramped public transport with someone sneezing, wheezing and coughing all over you. As the chilliness approaches, the cold and flu bug is literally ‘breathing down our backs’.

With swine flu making headlines last year, what lessons did we learn? And at a time of significant discussion about vaccinations, how will we combat the inevitable germs we will be exposed to this winter?

Our own mini poll conducted almost two weeks ago provides a snapshot of 100 Australians’ experience with the winter woes last year – 80% were hit with a cold, almost half took time off work and one-in-five saw a GP as a result.

Of those that visited their GP, the most common diagnosis was a viral infection – very few were diagnosed with influenza.

The poll offers clues to our likely behaviour this year. We asked all participants if they expected to catch a cold this winter and only 21% feel that they won’t get struck down. So what will the rest of us do to fight the dreaded lurgy?

We discovered almost one-third is planning to have a flu vaccination, which is similar to the number of survey respondents who had the jab a year ago.

When asked about cold treatment strategies, short of packing up and moving to a tropical island, heading to a pharmacy for cold and flu medication was the number one remedy by far, followed by resting and taking it easy. Only a small number feel they will need to trouble their GP.

With Australians now urged more than ever to take greater responsibility for managing their own health, these results are encouraging to see. We must be listening. Well at least Cube’s friends and colleagues are! Thank you to everyone who participated in our poll.

So what will you do to contest the cold and flu crusade this year?

With yet another interest rate rise just announced by the Reserve Bank, many will be starting to feel increasing strain on their finances. Now could therefore be a good time to check whether you have any missing funds in lost superannuation!

Did you know the Australian Tax Office (ATO) has around $13 billion in lost superannuation – some of which could be yours? 

Have you changed your job, address or name? If you answer yes to one or more of these questions, chances are you could have ‘lost’ or ‘unclaimed’ super. With over six million lost super accounts, it’s estimated this represents one in two working Australians – so it definitely pays to check.  It’s quick, easy and free!

Start by visiting the ATO website and use SuperSeeker to help you locate any lost funds. To do this, you will need your date of birth and have your tax file number handy, or you can call the ATO on 132865 for assistance.

Do you have hidden treasure in lost super?

You can also search via Australia’s Unclaimed Super Fund – AUSfund. Just perform a free search online or call them on 1300 361 798.

Another alternative is to contact your previous employers and ask them which funds your contributions were paid into; you can then contact the fund directly and confirm your account details.

We live in a world that increasingly focuses on the ‘here and now’. While not true for everyone, many Australians don’t always give superannuation and retirement the priority and attention it has enjoyed with previous generations.

Taking the time to review your super will pay-off, especially now!  As you may have heard the Government has given super a greater priority and will seek to introduce an increase of employer super contributions from nine to 12 percent over the coming years as recommended in The Henry Tax Review.

Start your super search now – happy hunting!

Ann Patrick is Finance Manager at Cube and a Certified Practising Accountant.