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

So what’s changed?  

Is there pandemonium out there? (a sure-fire way to detect a pandemic you’d think), Certainly cases of swine flu are escalating. This week a report suggested that Britain may need to prepare for a possible 65,000 deaths this winter.

In terms of the stats, the UK has close to the number of infected people in Mexico. 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.

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 UK 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 doctor 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? How does the situation compare in your country? We’ll be delighted to hear from you.

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