!!!!!!!!! For Immediate Release IS FALLING A FACT OF LIFE FOR THE ELDERLY?

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1 Example News Story Send with new clinic/ program announcement to health editors, and news directors at local newspapers, radio and television stations. Put on your letterhead. Contact:! Your Name!! Your Facility/Department!! Your Phone Number/ address!!!!!!!!! For Immediate Release IS FALLING A FACT OF LIFE FOR THE ELDERLY? Have you or has someone you know ever experienced a fall or sudden loss of balance, or been dizzy with no apparent cause? If you have, you are not alone. According to the American Academy of Orthopedic Surgeons, 33-50% of people over age 65 fall each year; many repeatedly. Dizziness is also one of the leading complaints heard by physicians from their elderly patients. Does that mean falling is a normal part of the aging process? No! In fact, medical research has shown that falls are not a normal part of aging and can be prevented to a significant degree. The key to fall prevention is for you and your physician to understand how the body controls balance and to know when and where to seek assistance for fall prevention and care. Balance involves a complex interaction between the brain and sensory information from the eyes, ears, ankles, feet and muscle systems of the body. When these systems work together e"ectively, the brain can easily maintain the body in balance. However, as we age, changes occur, such as loss of hearing and/or vision, less sensation in our feet and joints, and muscle weakness. In short, we experience an overall weakening of our senses. Individually, none of these factors may put a person at risk for falling, but in combination they can. For example, someone with poor night vision may be able to walk through his or her home in the dark without di#culty. But if that same person develops an ear or sinus infection, which can cause dizziness, they are at risk for falling. more

2 Falling, Page 2 Because balance problems limit safe mobility, they can severely limit independence and daily life function as well as leisure pursuits. Di#culties with walking on uneven surfaces (carpeting, lawns, etc.), in busy visual environments (i.e. shopping), or at night can cause a person to limit their participation in activities to avoid embarrassment or risk of falling. Whether the imbalance is mild or severe, there are now solutions to the problem. There are healthcare providers who specialize in balance and dizziness problems to help address the issue of why one person s balance is di"erent than another s even when they have the same or no medical problems. How do you find the help you need? The first step is to ask your own physician for a referral to a qualified clinician who is specialized in treating dizziness and/or balance disorders. In the event that your physician is not aware of the latest advances in treatment, you may need to explore the community on your own. There are resources available to help in this process, including the Vestibular Disorder Association (VEDA), a national support group for people su"ering from dizziness and imbalance. They can be reached at or on the internet at Another option is the Fall Prevention Program at (Your Facility Name) which includes balance screening to determine a patient s risk factors for falling as well as a progressive rehabilitation program for those who have fallen. Although balance and dizziness problems can be a factor of aging, they do not have to be a fact of senior life. Ask your physician for information and seek out the solutions available to you. ###

3 Example Press Release to announce new program. Send to health editors and news directors at local newspapers, radio and television stations. Put on your letterhead. Contact:! Your Name!! Your Facility/Department!! Your Phone Number/ Address!!!!!!!!! For Immediate Release (INSERT YOUR FACILITY) OFFERS SENIORS NEW FALL RISK PROGRAM A major health concern: Each year, one-third to one-half of the U.S. population age 65 and older experience falls. Half of the elderly people who fall do so repeatedly. Falls are the leading cause of injury in older adults. Many falls lead to fractures and account for more than 300,000 hip fractures annually. Approximately one-half of the older adults who are hospitalized for fallrelated injuries are discharged to nursing home. As a leader in fall risk and balance assessment, (Your Facility s Name) s Balance Retraining Program o"ers balance evaluation and training designed especially for older individuals with balance and mobility problems. In a safe, controlled setting, (Facility) s sta" use the latest technology to assess balance and mobility skills of seniors and other who are referred to the program. With this information, the sta" is able to screen for fall risk and design a training program customized to meet each individual s needs and reduce their risk for falling. (Include more specifics about your program as appropriate, including specialized/certified sta", what patients can expect from the program, etc.) Those wishing to participate in the program must have their physician s approval. For more information, please contact (Name), at (Facility), (Phone Number).

4 ### Example New Clinic/Practice Announcement. Send to targeted referral sources. Put on your letterhead. Month Day, Year Did you know? Approximately 12.5 Million Americans over 65 have a dizziness or balance problem that significantly interferes with their lives. That statistic projects over (insert statistic) individuals with significant balance problems in the state of (your state) alone. At least 50% of the US population over 40 is a"ected by a balance or vestibular problem sometime during their lives. 30% of Americans over 65 will experience at least one fall, and 15% will experience multiple falls. Of the reported falls, it is estimated that 50% are the result of vestibular problems. It is estimated that complaints of dizziness result in up to 5 to 8 million physician visits per year. That would project over (insert statistic) physician visits in the state of (your state) each year. Dizziness and balance problems are often multifactoral, and the most e"ective treatment for many patients is a comprehensive, evidence-based approach. Many patients with chronic imbalance or dizziness can get significant help once the medical condition is understood, the impairments identified and measured, and treatment decisions made based on objective data for both pathology and impairment. We are pleased to announce the opening of a new specialized practice o!ering state-of-theart assessment for patients with dizziness and balance problems. We can perform a comprehensive evaluation of patients with dizziness or balance complaints, including both conventional diagnostic tests and quantitative assessment of balance impairment. We can provide you with the information to manage your patient more e!ectively to reduce impairment and increase functional performance. We can also perform periodic re-assessment to evaluate and document treatment e#cacy. Knowing what to treat and when makes your patient management more e#cient and cost-e"ective. We anticipate opening our facility at (your address) by (insert month) of this year. We will send you an announcement when dates and phone numbers are confirmed. In the interim, if you

5 have any questions regarding assessment or treatment options for your patients with dizziness or balance problems, please call us at (your phone number). Sincerely, Contact:! Your Name!! Your Facility/Department!! Your Phone Number/ address Example Press Release to announce new program or services. Send to health editors, and news directors at local newspapers, radio and television stations. Put on your letterhead.!!!!!!!!! For Immediate Release PATIENTS IMPROVE BALANCE AND MOBILITY WITH NEW EQUIPMENT AT (Your Facility Name) (Your City, State) Balance disorders are a serious health concern impacting a large percentage of the population. Individuals with balance problems often experience a frustrating cycle of physician referrals from one specialist to the next, mounting medical expenses, and no clear resolution of their problem. However, modern technology is o"ering new hope to these patients. The same technology used to measure equilibrium in NASA shuttle crews pre- and post-flight is now assisting clinicians in assessing and treating patients with balance-related problems at (Your Facility Name). The (Name of your NeuroCom System i.e. Balance Master, EquiTest, etc.) assessment and rehabilitation system installed (Today, Last Week, etc.) represents the most advanced balance and mobility assessment and treatment equipment available. Patients at (Your Facility) with balance, mobility and/or dizziness problems are tested on the (NeuroCom System Name) which consists of a highly sensitive forceplate connected to a computer. The forceplate measures the patient s center of gravity and weight-bearing symmetry as they perform various tasks designed to objectively assess functional ability. Specific tests can isolate the di"erent senses (vestibular, visual and somatosensory) that

6 contribute to balance control and help identify the patient s balance problem. Other performance tests objectively measure the patient s ability to safely and e#ciently perform more Patients Improve Balance Page 2 mobility tasks that are common in daily life activities. The data provided by these computerized tests aid clinicians at (Your Facility) in developing the best treatment for each individual patient. Patients at the clinic can also perform various exercises on the (NeuroCom System Name) as part of their therapy. The system includes interactive technology with instant biofeedback, which is displayed on a computer screen to guide and prompt patients during rehabilitation. The patient s movements are represented by an icon that follows exactly how a task is being performed. Targets may appear on the computer screen as the patient attempts to control their icon. The goal is to make the icon reach the targets, much like a video game. The clinician can design targets to encourage specific movements by the patient, thereby helping to build physical stability, endurance and confidence. Both the patient and the clinician can see the system s computer screen in real time as the patient shifts his or her center of gravity. Patients find the interactive nature of the system motivating as they can see immediately how they are performing. The (NeuroCom System Name) has specific applications to patients recovering from stroke, head injury, and orthopedic or sports injuries. These conditions can restrict freedom of movement and expose the individual to the dangers of falling. The equipment is also helping aging patients with balance problems such as dizziness, unsteadiness and falls. According to several medical studies, one-third to one-half of the population age 65 and older fall each year and many of these individuals require costly hospital stays due to fractures or head injuries.

7 The (NeuroCom System Name) is manufactured by NeuroCom International, Inc. in Clackamas, Oregon. For more information on the (NeuroCom System Name) other advances in balance assessment or rehabilitation, please contact (Name) at (Facility Name), (Phone Number). ### Example New Clinic/Practice Announcement. Send to targeted referral sources. Put on your letterhead. Many physicians don t like dealing with dizziness and balance problems. Why? It is di#cult, if not impossible, to confirm a diagnosis. The same treatment might work for some patients, but fails miserably with others. Specialists evaluate the problem through the prism of their own discipline, and rarely confirm the problem. Referring to specialists risks losing control of the management of the patient. There just doesn t seem to be much to o"er these patients, and they just don t get better. It s not easy to separate legitimate problems from exaggerated ones. Many patients with dizziness and balance problems don t like dealing with physicians. Why?

8 It is di#cult, if not impossible, to confirm a diagnosis. The same treatment might work for some patients but fails miserably with others. Specialists evaluate the problem through the prism of their own discipline, and rarely confirm the problem. Physicians don t seem to take their complaints seriously. Some patients will keep shopping for a physician who understands their symptoms and can o"er some genuine improvement. Physicians often advise patients to live with the problem, apparently not appreciating the daily functional limitations of dizziness or balance problems. We are pleased to announce the opening of a new specialized practice o!ering state-of-the-art assessment for patients with dizziness and balance problems. We can perform a comprehensive evaluation of patients with dizziness or balance complaints, including both conventional diagnostic tests and quantitative assessment of balance impairment. We can provide you with the information to manage your patient more e!ectively to reduce impairment and increase functional performance. We can also perform periodic re-assessment to evaluate and document treatment e#cacy. Knowing what to treat and when makes your patient management more e#cient and cost-e"ective. We anticipate opening our facility at (your address) by (insert month) of this year. We will send you an announcement when dates and phone numbers are confirmed. In the interim, if you have any questions regarding assessment or treatment options for your patients with dizziness or balance problems, please call us at (your phone number). Sincerely, Example News Story Send with new clinic/ program announcement to health editors, and news directors at local newspapers, radio and television stations. Put on your letterhead. Contact:! Your Name!! Your Facility/Department!! Your Phone Number/ address!!!!!!!!! For Immediate Release BALANCE AND DIZZINESS RECEIVE NATIONAL ATTENTION Balance and dizziness disorders are a widespread problem 1 that have received prominent attention in the media in the past several months as the issues of prevalence, costs, and impact

9 on patients comes to the forefront. Both CBS and ABC national news programs have aired segments to bring this common and complex problem to light. The CBS Evening News with Katie Couric recently aired a three minute segment focused on balance. The local ABC a#liate in the Los Angeles area (KABC) also televised a news story on innovative and e"ective approaches to the problem. [NAME OF FACILITY] in [NAME OF CITY] provides specialized assessment and treatment at the same high level as featured in these news segments. A key component of the program is a unique computerized system used for both assessment and treatment of balance problems that was prominently featured in the national news stories. [INSERT FACILITY NAME] has remarkable local stories to follow-up on this national coverage. We can answer questions regarding assessment or treatment options for patients with dizziness or balance problems. Please call us at (your phone number). 1 Approximately 12.5 million Americans over age 65 have a balance or dizziness disorder that significantly interferes with their lives. At least 50% of Americans over age 40 are a"ected by a balance problem sometime during their lives. ### Example New Clinic/Practice Announcement. Send to local media. Print out on your letterhead. Contact:! Your Name!! Your Facility/Department!! Your Phone Number/ address!!!!!!!!! For Immediate Release [INSERT FACILITY NAME] is pleased to announce that [INSERT CLINICIAN S NAME] has successfully completed a 20-hour intensive balance training seminar at the NeuroCom International, Inc. headquartered in Portland, Oregon. The Clinical Integration Seminar focuses

10 on specialized techniques and clinical systems to e"ectively assess and treat patients with balance and dizziness disorders. Balance and dizziness disorders are a major health concern. Each year, one-third to one-half of the U.S. population age 65 and older experience falls. Half of the elderly people who fall do so repeatedly. Falls are the leading cause of injury in older adults. Many falls lead to fractures and account for more than 300,000 hip fractures annually. Approximately one-half of the older adults who are hospitalized for fall-related injuries are discharged to nursing home. [INSERT FACILITY NAME] is a specialized practice providing state-of-the-art assessment for patients with balance and dizziness problems. Patients with dizziness or balance complaints receive a comprehensive evaluation, including computerized clinical systems originally developed with NASA support. The computerized environment provides healthcare providers with unique insight about the contributing components of a patient s balance problem. The same system is used for specialized therapy to improve patient s balance performance. For more information regarding assessment or treatment options for patients with balance or dizziness problems, please call us at (your phone number). # # #