Transcript
Page 1: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

STANDING TALL: What The News Media (And Every Parent And Child) Needs To Know About Scoliosis

Scoliosis, an abnormal curvature of the spine, affects about 6 million people in the U.S., mostly adolescents between the ages of 10 – 15. Most curvatures are minor and eventually children grow out of it. But each year about 30,000 need to be fitted for a brace and another 38,000 need spinal fusion surgery to straighten their spines.

Girls are particularly susceptible to scoliosis – they are 10 times more likely to develop scoliosis than boys. For those affected it can mean chronic back pain and reduced respiratory function and take a heavy toll on self-esteem.

In most places, schools offer screening programs at certain times of the year. However, parents and their children need to be aware of the signs of scoliosis and know there is new hope and better treatments if scoliosis is found. Treatments are dramatically different than they were just 10 years ago and your surgeons can help the community become aware of them through the news media.

Your surgeons could help parents understand what to look for and where to get help. They could describe how to diagnose scoliosis and the newer treatments that are making a real difference for many people in your community. They can talk about braces and about newer surgical techniques like minimally invasive spine surgery that’s making it easier for children to recover more quickly and get back to an active life, friends, fun and family.

We have prepared materials that can help you tell the story of scoliosis and how your institution is a leading resource for information about this important topic. All of the materials can be customized by you to reflect the actual and unique perspectives and experiences of your doctors and patients and their parents.

The following components are included:

Telling the scoliosis story

Customizable press release, pitch letter, media advisory

Scoliosis fact sheets

Suggested reporter questions

List of scoliosis organizations and glossary

Most don’t know “what’s new in scoliosis.” These materials can you help you tell them.

-1-

Page 2: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

TELLING THE SCOLIOSIS STORY

Many institutions, companies and individuals constantly battle for media attention.

Some will get it, most will not. So, how do you get your story about scoliosis to spark the interest of a reporter who has hundreds of medical stories to choose from each month? How do you tell the story in a way that provides accurate and responsible information? How do you tailor the story to the reporter’s needs?

This section discusses ways to approach local media from making initial contact to preparing for an interview.

Discussion topics include:

The Media Sensibility

Media Selection

Selecting Spokespersons

Preparing for Media Interviews

Pitching the Media

Media Follow Up

-2-

Page 3: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

THE MEDIA SENSIBILITY

The media is always looking for great stories. However, there are several story elements they typically look for prior to deciding on whether to cover your story. When pitching the media about scoliosis, the following fundamental questions will always come up:

What’s new about scoliosis?

Scoliosis is not going away. Every year schools do screening to help diagnose the problem so children can get help if they need it. It’s important to do reminders throughout the year so children and their parents do not have to suffer needlessly. New techniques like minimally invasive spine surgery for those with severe cases are providing new hope. There have been many advances in the last 10 years and your hospital or center has been at the forefront and can help the community better understand what could be a devastating condition.

What makes it compelling? Why is it important?

Several factors make this story compelling, including:

The way doctors perform scoliosis surgery is changing. Your surgeons offer advanced techniques including minimally invasive spine surgery

This is a story that affects parents and their children and the stories of families dealing with scoliosis are emotional and compelling

Approximately 6 million people have scoliosis and surgery may be the only option for those with severe cases. But which type of surgery should they have and when? How long do you wait before moving on to surgery?

Parents who had scoliosis may have children with the condition. There is an estimated 20 percent chance of it recurring in an immediate family member. Children today have better options. You could compare the treatments the parents received 20 years ago to what their children are receiving now

There are many stories of triumph over scoliosis, of children going on to become college athletes and other active occupations

Girls are particularly prone to requiring surgery as they are 10 times more likely than boys to have a spinal curve that progresses

But why cover it now?

The media in your area should cover it now because scoliosis is an important health issue that the entire community faces. Stories should be done each year talking about what to look for and what to do if a child is diagnosed with scoliosis. New treatments and better diagnosis are changing the face of scoliosis.

-3-

Page 4: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Has this story been covered before?

There has likely been media coverage of scoliosis. To be sure, review past media coverage in your area. If they have covered it, you will need to figure out a new angle to the story or if it has been a while you can convince the media it’s time to do it again with a fresh per-spective that features interesting patients and the top experts in scoliosis

-4-

Page 5: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

MEDIA SELECTION: TV, RADIO OR PRINT?

While the media generally welcomes health and medical story ideas, television, radio and print reporters have different approaches and perspectives that make the story right or wrong for them and their audiences.

TELEVISION

What are the visual elements of the story? Here are a few:

Scoliosis patients at home instead of playing with friends or participating in sports because their condition may be causing pain or discomfort

Views of an abnormal spine

Surgical footage

Children, adolescents who have had successful surgeries interacting with their family or friends, walking down the school hallways, playing sports. A child holding the brace they once wore

A model or an x-ray of a normal, straight spine compared to a curved one affected by scoliosis

Animation of minimally invasive surgery correcting a spinal curvature

When pitching a television reporter, vividly describe the kinds of pictures that can be made available.

For instance, you can make special arrangements for a reporter to bring a video camera inside the operating room during surgery. Of course, permission from the patient and their parents and the hospital must be obtained prior to surgery.

TV REPORTER IN THE OR FOR SURGERY

If permission is obtained, you must brief the reporter on what they can and cannot do in the operating room, including the limited or non-use of lights, not showing the patient’s face and staying outside the sterile field. In addition, you should describe what the reporter can expect to see during the operation so the reporter and crew are mentally prepared for viewing surgical incisions, blood and the operating room environment.

You should arrange a time before the surgery for the reporter to talk to the surgeon. During an interview, your surgeon can provide a description of how the surgery will be performed. Additionally, an interview prior will help establish a rapport between the surgeon and the reporter so things run smoothly once inside the operating room.

You should also arrange for the reporter to speak with a patient who already had a successful spinal fusion surgery to treat their scoliosis. The parents are also an important part of the story. They can share their perspectives on the condition and how they saw it affected their child and their family. Patients and their parents can provide real-life insights about their experience and provide context to a reporter about what it’s like growing up with scoliosis. A television crew could interview them at the patient’s home or at the hospital.

-5-

Page 6: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Another option for a reporter is to follow a patient before, during and after having surgery. The patient and their parents must be willing to allow a camera crew to follow them through their daily activities and struggles with scoliosis and then for several weeks, perhaps months, after the surgery. Selecting the right patient and parents is extremely important to a successful story.

PRINT

Print reporters generally cover health stories in more depth than radio and television reporters. Provide them with comprehensive information and references about scoliosis – most of which is included in this guide. Additionally, reporters will likely want to take photographs or may request previous photographs taken of the patient illustrating their spinal curve prior to surgery.

RADIO

Most radio stations throughout the country do not have a reporter dedicated exclusively to medical stories. In many cases however, there are opportunities to get medical stories covered through other means. If you can get the news director or assignment editor interested in the story, he or she will assign it to a general assignment reporter.

Additionally, many radio stations have public affairs and community service programs that welcome guest experts like your doctor. You need to convince the station that your doctor can maintain a listener’s interest for the length of the program, is well-spoken and articulate and can discuss scoliosis, its treatment options and the advantages of minimally invasive spinal fusion surgery.

Provide the station with the list of suggested reporter questions to show the range of questions they can pose to the doctor and patient.

SELECTING SPOKESPERSONS – SURGEON, PATIENT & PARENT

Selecting a Surgeon

The surgeon spokesperson selected for the media relations campaign will become the “face” of your institution. The surgeon should be comfortable speaking to the media in layman’s terms and should be reminded to use non-technical, patient-friendly language, as they would with patients and their families.

It is important to conduct your own interview with the surgeon to hear how they discuss the topic. To be most effective, the surgeon should deliver a focused and balanced message about issues related to scoliosis and the latest thinking on diagnosis and treatment.

When choosing surgeon spokespersons make sure these key questions are resolved to ensure a great interview:

Has the surgeon carefully reviewed the information that you have provided to the reporter and are their views consistent with this material?

-6-

Page 7: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Are you in agreement on the key points of the story?

Is the surgeon familiar with key statistics regarding scoliosis?

Is the surgeon familiar with how you characterize the hospital and expertise to the community?

Have they done media interviews before?

Does the surgeon know what to expect from media interviews?

How does he/she feel about the media?

Does he/she need media training?

Has the surgeon recently reviewed the specifics of the scoliosis patient who is featured in your materials?

Selecting a Patient/Parent

Since many of the patients affected by scoliosis are adolescents, you will first need to speak with their parents for their consent about having their child participate in the media campaign. The parents will also likely become spokespersons since most have played an important role in helping their children seek treatment for their condition. Being with a parent during media interviews also helps the children feel more comfortable. However, if after speaking with the patient or parent you sense they are reluctant to be interviewed, find another patient and parent. If they are uncomfortable with you, they will be even more uncomfortable with a reporter who may not be as sensitive as you.

When choosing patient/parent-spokespersons, make sure these key questions can be answered to ensure a great interview:

Is the parent comfortable sharing their child’s experience with scoliosis with the public? Is the patient comfortable with their friends knowing they had surgery for their scoliosis?

Can the patient clearly articulate their experience with scoliosis? Can the parent discuss the type of support they provided for their son/daughter?

Can the patient clearly discuss how scoliosis affected their daily activities, interactions at school with friends, physical activities?

What type of treatments were tried to correct the scoliosis?

Can the patient describe how wearing a back brace affected their daily activities?

Can the patient discuss his/her surgery?

What was recovery like?

Was the scoliosis corrected after surgery? Were they satisfied with the procedure? Were they satisfied with the surgeons, hospital overall?

-7-

Page 8: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Are both the patient and parent comfortable having a television crew videotape them at home or participating in an activity?

What advice would the patient or parent give other children, adolescents and parents about treatment for scoliosis?

-8-

Page 9: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

PREPARING FOR MEDIA INTERVIEWS

Once the spokespersons are selected, prepare them for media interviews. Keep the following in mind prior to the interview:

Prior to the interview, get as much information from the reporter as possible. The reporter may be willing to share some of his/her questions with you.

What angle will the reporter take?

How much time do they anticipate is needed from the surgeon, patient/parent?

Where will the interview take place and in what kind of setting?

What medical stories has the reporter covered previously?

Have they interviewed other doctors at your institution?

Is the reporter interviewing anyone else for the story?

Knowing all these details in advance will help you prepare your spokespersons appropriately.

-9-

Page 10: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

PITCHING THE MEDIA

The Initial Telephone Pitch

Most reporters will decide if they want to cover the scoliosis story within the first minute – so you must be able to articulate the essence of your story within that minute of the call. If you can get them interested in less than a minute, they will listen further or schedule time later to get more information.

Grab Them with Key Points!

Scoliosis is an extremely important health topic that a lot of people don’t know about –how it’s diagnosed, how it’s treated and the advances that have been made in the last several years

30,000 children get braces and another 38,000 need surgery for their scoliosis and about 6 million people have the condition

Adults who had scoliosis may have children with the condition since there is about a 20 percent chance of it recurring within the family

Seasonal: Bathing suit season (summer) can often be a time when a parent notices an irregular curvature in the child’s spine

Briefly describe your patient/parent’s experience with scoliosis

Establish your surgeon’s credentials for talking about scoliosis

Follow up with a brief pitch letter or media alert and reference your telephone discussion. Also, include the press release and fact sheets in your correspondence for additional background. However, be careful not to overwhelm the reporter. Base the information you send them on your telephone conversation.

The discussion on the phone increases the likelihood that the reporter will be receptive to the information you send. If you have not heard back from the reporter in a few days, call them back to follow up and keep the story top of mind.

Maintain Contact: Scoliosis is not necessarily a “breaking news story” so you may not be able to get reporters to do the story on the first, second or even third phone call. However, keep in contact with them on an intermittent basis to maintain a good working relationship and to keep the story a priority.

-10-

Page 11: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

MEDIA FOLLOW UP

Follow up with the reporter after the interview to get a sense of where the reporter is going with the story and to clarify any issues. Discuss the story further and provide any additional information. Reiterate the key points to further ensure the reporter took away from the interviews what you hope they did. Get a sense of timing as to when the story will appear so you can alert spokespersons and hospital staff to be prepared for inquiries from the public.

Once the story airs or is published, review it for fairness and accuracy. Analyze the story to determine if appropriate expectations for the procedure were set, if any information or key points were missing and if the story accomplished your public health goals. If there are any deficiencies or factual errors with the story, contact the reporter and offer clarification. If the story was done fairly and accurately, commend the reporter for his/her work. Over time, you may also inform the reporter of the impact their story had on patients.

###

-11-

Page 12: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

SCOLIOSIS PRESS MATERIALS

Sample Press Release

Sample Pitch Letter

Sample Media Advisory

Scoliosis Fact Sheet

Suggested Reporter Questions

Scoliosis Resources

Scoliosis Glossary

-12-

Page 13: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

SAMPLE PRESS RELEASE

FOR IMMEDIATE RELEASE

CONTACT: (((PR CONTACT NAME)))

(((PHONE NUMBER)))

EARLY DIAGNOSIS AND NEW ADVANCES IN SCOLIOSIS

LET KIDS BE KIDS

(((INSERT CITY & STATE))) (((DATE))) – A diagnosis of severe scoliosis

once meant uncomfortable back braces or invasive spine surgery that only

corrected the problem a little more than half the time and required a lengthy

recovery.

Today early detection and advances in treatment are helping the 6

million people, most of them female adolescents between ages 10 – 15, lead

active, healthy lives, particularly the 70,000 who need to wear braces or

have spinal fusion surgery.1

Scoliosis causes the spine to curve in the shape of an “S” or “C”

greater than 10 degrees. A normal spine curves less than 10 degrees and

when viewed from behind should appear as a straight line from the neck to

the tailbone. Doctors often do not know the cause of scoliosis.

Most cases of scoliosis are minor (curves less than 20 degrees) and

only require observation by an orthopedist every 4 to 6 months to check that

the curve does not worsen. However, girls are ten times more likely than

boys to require treatment for a curve that progresses.

If a spinal curve is not properly diagnosed and treated early, it can lead

to chronic back pain, reduced respiratory function or diminished self-esteem. 1 http://www.scoliosis.org/info.php

-13-

Page 14: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

“Children and their parents need to be aware of the importance of an

early diagnosis of scoliosis which can help prevent the spine curve from

worsening. The development of scoliosis is usually gradual so parents,

doctors, teachers and children themselves need to be vigilant,” said (((NAME

OF DOCTOR, TITLE, HOSPITAL))). “The good news is that if scoliosis is

diagnosed and has to be treated we have better treatments today than

we’ve ever had.”

-more-

-14-

Page 15: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

-2-

For patients with scoliosis that causes a curve of between 25 and 45

degrees, doctors often recommend wearing a back brace while the child is

still growing to help support the spine and prevent further curving. Today,

back braces are more comfortable and less bulky than they used to be and

can be worn under clothing. However, they usually need to be worn for

about 18 to 20 hours a day to have an effect. Each year, about 30,000

children are fitted for braces.

Surgery is reserved for patients with severe scoliosis, curves of more

than 45 degrees if child is still growing, 50 –55, if growth has stopped. About

38,000 patients have spinal fusion surgery every year in the U.S. Techniques

and instrumentation have improved dramatically over the last several years

allowing many patients to stop wearing braces and living in pain. More and

more surgeons are learning and using minimally invasive techniques and

employing them where they can to help patients recover more quickly, have

less scarring and get them back to normal activities sooner.

During minimally invasive spinal fusion surgery, surgeons create

several small 1-inch incisions under the arm compared to open surgery

where a single 12-inch incision is made in the back to gain access to the

spine.

A tiny camera (endoscope) and instrumentation are inserted to help

surgeons remove the spinal disc, which act as shock absorbers between

each vertebra, and replace it with bone grafts (a small capsule containing

bone) to help stiffen the spine and prevent future curvature. Lastly, rods,

hooks and screws or wires are attached to the vertebrae to straighten the

spine and provide stability while the vertebrae fuse together. These

instruments and devices are made specifically with children in mind.

-15-

Page 16: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

“Spinal fusion surgery is more challenging with children than with

adults because their spines and backs are much smaller and the surgeon is

working in much smaller spaces in the back,” said Dr. (((INSERT NAME))).

“We now have better instrumentation that allows us to work in those small

spaces.”

Dr. (((DOCTOR’S LAST NAME)))’s patient, (((NAME, AGE OF PATIENT)))

had minimally invasive spinal fusion surgery after wearing a back brace for

(((XX years))) that could not correct (((HIS/HER))) spinal curve.

-more-

-16-

Page 17: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

-3-

(((INSERT ACTUAL PATIENT QUOTE DESCRIBING EXPERIENCE LIVING

WITH SCOLIOSIS))).

(((PATIENT LAST NAME))) had minimally invasive spine surgery on a

(((INSERT DAY))) and left the hospital on (((INSERT DAY))). Within ((TIME

PERIOD))) she was no longer wearing a brace and back to (((INSERT SPECIFIC

PHYSICAL ACTIVITY))).

(((INSERT QUOTE FROM PATIENT DESCRIBING LIFE NOW AFTER

SURGERY))).

Spinal fusion surgery is not for everyone. The risks associated with

spinal fusion surgery vary depending on age, health status, diagnosis and

type of procedure. Risks include pain, failure to fuse, blood clots, nerve

injury and infection. Patients considering surgery should weigh the risks and

benefits of the procedure with their surgeon.

(((INSERT BACKGROUND INFORMATION ABOUT THE SURGEON)))

(((INSERT BOILERPLATE FOR HOSPITAL)))

###

-17-

Page 18: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

SAMPLE PITCH LETTER

(((DATE)))

(((NAME)))

(((MEDIA OUTLET)))

(((ADDRESS)))

(((CITY, STATE, ZIP CODE)))

Dear (((NAME))):

Early detection and advances in treatment are helping some of the 6 million people with scoliosis, mainly girls between the ages of 10 – 15, lead more active and healthy lives.

Scoliosis causes the spine to curve in the shape of an “S” or “C” greater than 10 degrees. A normal spine curves less than 10 degrees and when viewed from behind should appear as a straight line from the neck to the tailbone. The exact cause of the condition is unknown.

Most cases of scoliosis are minor (curves less than 20 degrees) and only require observation by an orthopedist every 4 to 6 months to check that the curve does not become worse.

However, for those with severe scoliosis it means wearing a back brace (for curves between 25 and 45 degrees) or spinal fusion surgery (for curves of 45 or more). Each year, a combined 70,000 either wear a back brace or need surgery, with girls 10 times more likely than boys to require treatment.

Techniques and instrumentation to treat the condition have improved over the last several years allowing many patients to stop wearing braces.

(((DOCTOR NAME, TITLE, HOSPITAL))) is an expert in scoliosis and is employing state-of-the-art techniques including minimally invasive surgery to help children get back to an active lifestyle. Dr. (((INSERT NAME))) can discuss:

The importance of early screening and diagnosis for scoliosis

How the diagnosis and treatment of scoliosis has changed over the years

-18-

Page 19: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

The impact of scoliosis on children and parents

Signs and symptoms of scoliosis

Additionally, we have patients who can share their experiences of growing up with scoliosis and how early diagnosis and treatment has made a difference in their lives.

I will give you a call later about developing this story, or feel free to contact me at (((INSERT PR CONTACT PHONE NUMBER))).

Sincerely,(((INSERT PR CONTACT INFO)))

-19-

Page 20: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

SAMPLE MEDIA ADVISORY

SCOLIOSIS UPDATE: EARLY DIAGNOSIS AND NEW ADVANCES

HELPING CHILDREN IN (((INSERT CITY)))

THE STORY: Children in (((INSERT CITY))) are benefiting from early diagnosis and treatment of scoliosis, an abnormal curvature of the spine that affects about 6 million, most of them girls between the ages of 10 and 15

Most children grow out of it, but about 70,000 need to wear back braces or need surgery. Over the last several years, improvements in diagnosis and treatment, including minimally invasive surgical techniques, are helping kids lead healthier and more active lives

WHO: (((INSERT NAME OF DOCTOR, TITLE, SPECIALTY))) is an expert in scoliosis and can provide insights into how scoliosis affects our community. Dr. (((INSERT NAME))) can discuss symptoms, screening programs and new techniques and treatments for scoliosis. In addition, we have patients who have lived with scoliosis who can talk of the physical and emotional toll it took on them and their families, how they feel after treatment and advice for other kids and parents

WHY: Scoliosis is an important story that parents need to know about. If they know the signs and treatments for scoliosis, they can help their children avoid problems now and in the future. The community needs a scoliosis “update” at least once a year

WHERE: (((INSERT NAME OF INSTITUTION)))

(((ADDRESS)))

CONTACT: (((INSERT PR CONTACT INFO)))

###

-20-

Page 21: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

FACT SHEET CONTACT:

=SCOLIOSIS

OVERVIEW

Abnormal spine curvature that may lead to chronic back pain, reduced respiratory function or diminished self-esteem

Spine curves in the shape of an “S” or “C” greater than 10 degrees. A normal spine curves less than 10 degrees and when viewed from behind should appear as a straight line from the neck to the tailbone

Occurs in infants and adults but most common in adolescents 10 – 15 years old2

Overall, affects about 6 million people in the U.S., according to the National Scoliosis Foundation

CAUSES

Frequently runs in families. If an immediate family member has scoliosis, there is roughly a 20 percent chance of it recurring within the family3

Girls are 10 times more likely to have spine curves requiring treatment, however, the exact cause of the condition is unknown

SCREENING & DETECTION

Physical exams, spine x-rays, MRI, scoliometer measurements (device measures spine curvature)

Signs of scoliosis may include:

o Uneven shoulders

o Prominent shoulder blade or blades

o Uneven waist

2 http://www.scoliosis.org/info.php3 http://orthoinfo.aaos.org/brochure/thr_report.cfm?Thread_ID=14&topcategory=Spine

-21-

Page 22: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

o One hip higher than the other

o Leaning to one side

TREATMENTS

Most spine curves remain small and only require observation by an orthopedist every 4 to 6 months

Curves that progress require wearing a back brace while a child is still growing that helps support the spine and prevent further curving; each year 30,000 children are fitted for a brace1

If a brace is ineffective, spinal fusion surgery which 38,000 children undergo each year is required to help straighten the spine1

Minimally invasive spinal fusion surgery is one of the latest advances that requires smaller incisions, causes less tissue damage and typically provides a shorter recovery than traditional surgery

###

-22-

Page 23: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

FACT SHEET CONTACT:

NEW ADVANCES IN SCOLIOSIS TREATMENT

OVERVIEW

New advances in scoliosis surgery are helping patients leave the hospital sooner, experience less pain during recovery and get back to their normal routines quicker

Spinal fusion surgery is required on spine curves of 45 to 55 degrees that involves implanting rods, hooks, screws or wires to straighten the spine

Back braces are an effective method to slow the progression of a curve if a child is still growing and has a spine curvature between 25 to 45 degrees

Majority of the 6 million in the U.S. with the condition do not require serious treatment other than observation by an orthopedist that the curve does not worsen4

BACK BRACES

Back braces usually need to be worn for about 18 to 20 hours a day to have an effect

Two general design types:

o Low profile braces contour to the body and are less visible under clothing. The brace fits under the arm and extends to the hips

o Full-torso braces, not commonly used, consist of two sections, a portion that wraps around the neck the other around the waist and hips that are connected by metal bars

SURGERY

During traditional spinal fusion surgery, surgeons create a single 12-inch incision along the back or chest to access the spine

4 http://www.scoliosis.org/info.php

-23-

Page 24: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Minimally invasive spinal fusion surgery only requires a few small 1-inch incisions under the arm to insert a tiny camera (endoscope) and instrumentation

Surgeons remove the spinal disc, which act as shock absorbers between each vertebra, and replace it with bone grafts to help stiffen the spine and prevent future curvature

Rods, hooks and screws or wires are then attached to the vertebrae to straighten the spine and provide stability while the vertebrae fuse together

Patient Benefits

Smaller incision and less scarring

Minimal tissue damage to muscles and soft tissue

About a three day hospital stay compared to six with open surgery

Overall recovery typically takes about two to four weeks compared to two to three months

###

-24-

Page 25: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

ON YOUR LETTERHEAD

CONTACT: (((HOSPITAL PR CONTACT)))

(((PHONE NUMBER)))

SUGGESTED REPORTER QUESTIONS

SCOLIOSIS

FOR DOCTOR

What is scoliosis? What causes it and who does it affect?

What are some common symptoms?

Is the prevalence of scoliosis rising, declining or staying the same? Why?

What are the latest techniques and technologies for treating scoliosis?

How effective are back braces in treating scoliosis?

How effective is surgery in treating scoliosis? How have surgical treatments improved over the past 10 years?

How many surgeries to treat scoliosis are performed each year? Is that number increasing or decreasing? What is this attributed to?

How should patients decide whether or not to have surgery?

Is minimally invasive surgery the wave of the future for treating scoliosis?

FOR PATIENT

How were you first diagnosed with scoliosis? How old were you?

How did your scoliosis affect your daily activities? How did it affect your relationship with friends, going out on the weekends, sports or physical activities?

What was it like emotionally?

What treatments did you try?

-25-

Page 26: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

How long did you wear a back brace? How well did it work? Was it difficult to wear? How so?

Does scoliosis run in your family?

What was going through your mind when you first found out you might need surgery? What were you most concerned about? What did your parents think about you having surgery?

How soon did you go back to your normal activities?

How effective was the procedure in treating your scoliosis?

Are there any new activities you can do now that you were prevented from doing because of your scoliosis? Are there any activities you can’t do?

What advice would you give other kids facing scoliosis?

###

-26-

Page 27: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

SCOLIOSIS RESOURCES

American Association of Neurological Surgeons (AANS)5550 Meadowbrook DriveRolling Meadows, IL 60008Phone: (847) 378-0500www.aans.org

American Academy of Orthopaedic Surgeons (AAOS)6300 North River RoadRosemont, Illinois 60018-4262Phone: (847) 823-7186www.aaos.org

DePuy Spine, Inc.325 Paramount DriveRaynham, MA 02767Email: [email protected]

North American Spine Society (NASS) 22 Calendar Court, 2nd FloorLaGrange, IL USA 60525Phone: (877) 774-6337www.spine.org

National Scoliosis Foundation (NSF)5 Cabot PlaceStoughton, MA 02072Phone: (800) 673-6922www.scoliosis.org

-27-

Page 28: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

SCOLIOSIS GLOSSARY

Bone Graft – Small pieces of bone placed in a porous box-like structure between two vertebrae; stabilizes the bone and promotes tissue growth during spinal fusion surgery.

Idiopathic Scoliosis – An abnormal curvature of the spine; cause not known

Minimally Invasive Spinal Fusion Surgery – Technique to correct a spine curvature caused by scoliosis that typically results in smaller incisions, less tissue trauma, minimal scarring and shorter recovery compared to traditional spinal fusion.

Magnetic Resonance Imaging (MRI) – A radiology technique which uses magnetism, radio waves, and a computer to produce images of an internal organ or structure, especially the brain and spinal cord.

Scoliometer – An instrument used to measure the angle of spinal trunk rotation.

Spinal Disc (Also known as vertebral discs) – Cartilage located between each pair of vertebrae that act as “shock absorbers” for the spine; allows spine to flex, bend, and twist.

Spinal Fusion Surgery – Common procedure that involves removing a spinal disc and implanting rods, screws, hooks or wires to straighten a spine curve caused by scoliosis

Vertebrae – Twenty-four small bones in the back that make up the spine and protect the spinal cord.

-28-

Page 29: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

SPINE IMAGES

Anatomy of the Spine

-29-

Page 30: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

-30-

Page 31: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

-31-

Page 32: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Degenerative Disc Disease (DDD)

(((INSERT IMAGES HERE)))

-32-

Page 33: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Minimally Invasive Spine Surgery

(((INSERT IMAGES HERE)))

-33-

Page 34: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Traditional Spinal Fusion Surgery

-34-

Page 35: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Artificial Disc Replacement

-35-

Page 36: STANDING TALL: What The News Media (And Every Parent And

Educational Seminar Guidewww.spinepracticetoolbox.com

Scoliosis

(((INSERT IMAGES HERE)))

-36-


Top Related