Launch of Report on Dysphagia

The Patients Association commissioned a new report to highlight the dangers of crushing pills rendering them easier to administer to people with dysphagia, specifically within the context of care home residents. The aim of the campaign was to raise the profile of the report and to increase awareness of the problem of dysphagia and medicines.

The report highlighted the dangers of crushing pills so they can be more easily swallowed. Altering medication increases the likelihood of side effects and can reduce the effectiveness of the drug, compromising the patient’s safety.

With access to Patients Association CEO, Katherine Murphy, and Media Medic, Dr. Rob Hicks, we were tasked with raising of the profile of the report.

The afternoon before its launch we secured pre-recorded interviews for Dr Hicks on BBC Radio 5 Live’s Morning Reports and Sky News Radio – the main supplier of national news to 300+ UK commercial radio stations and their websites. 

The next morning, BBC1 Breakfast covered the story comprehensively including interviewing Katherine live from New Broadcasting House in London. She was then on 5 Live Breakfast and nine regional BBC radio stations before joining Dr Hicks for a host of interviews with commercial radio stations.

It was a stellar day for the Patients Association with the broadcast coverage AVE being in excess of thirty times the original investment.