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On May 8^th we blogged how the National Flu Line was 12 months behind schedule just as Swine Flu assumed the status of a pandemic.

So what’s changed?  

Well, the reasons behind the delay have now been more openly articulated – this text from the government’s advice site offers a few clues:

“The National Framework is one of the first pandemic flu frameworks for cross government joint planning published by any European country. It recognises that a pandemic would have significant social and economic impacts as well as its serious effect on the health of the population. Joint and integrated plans are therefore critical to mitigating its overall effect and this joint guidance is a further major step in developing, improving and maintaining UK preparedness.”   

But whilst there’s no pandemonium out there (a sure-fire way to detect a pandemic you’d think), cases of swine flu are escalating.

In terms of the stats, we’re currently drawing with Mexico – let’s just hope this doesn’t go to penalties. On the vidiprinter it’s being confirmed that Britain today has 9718 cases of the disease, with Mexico a nose in front on 10,262. Catching up with the country that introduced this bout of swine flu to the world is not the kind of global kinship we really want to foster however.

So, in view of the concern over increasing rates of infection, the Department of Health is presently introducing an interim flu line service, after admitting that the full system will not be ready until October.

Chief Medical Officer Sir Liam Donaldson admits “We have to acknowledge the problem is bigger than surveillance is showing us”.   

Cause for concern is Sir Liam’s claim that there will be many more people who don’t realize they have swine flu and look after themselves at home without any (or the correct) treatment.

To give some perspective, roughly 27,000 per week are being diagnosed with a flu-like illness with an estimated 8000 of these having swine flu according to research into UK GP surgeries.

As the swine flu outbreak moves from the containment stage to the treatment stage, it raises the question of communication – how can home sufferers be informed or reassured as to the risks their (non)action poses to themselves and others. The health service is the biggest inbound contact environment in this country – how good is it at outbound communication?

When was the last time you were last contacted proactively by SMS, email or a phone call by your GP or hospital other than for a booked appointment? Do they have your current mobile number or email address? Our research suggests probably not. Go on, let them know – you know it makes sense.

Your thoughts? We’ll be delighted to hear them.

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