This assignment aims to discuss the British Heart Foundation’s contribution to public health promotion with views to the medical and educational models. However before looking at the British Heart Foundation’s contribution it is first necessary to look at what these two models involve in minor detail.
The medical model is often referred to as ‘the western scientific medical model’, as it arose in Western Europe and it is dominant in the western and other more modernised societies. New developments in medicine recognize the importance of social factors but the underlying perspectives are still the most regarded in this model and the medical model’s view on health is considered to be highly influential as its definitions are used in a variety of contexts throughout society not just in the medical profession. The medical approach obviously involves medical intervention and values these preventative procedures, as people in the medical profession believe it is their responsibility to ensure their patients are aware of, and comply with, these appropriate procedures. (Ewles & Simnett.1999). The aim of the medical model is for freedom from any medically defined disease or disability. An example of this would be persuading the middle-aged and elderly to be screened for high blood pressure.
The educational model is as it states, i.e., the purpose of this model is to educate the public by providing them with the appropriate information on certain issues, which then enable the public to make well-informed decisions. This approach provides the public with opportunities to explore their own attitudes whilst at the same time informing them of their choices. And although education is the art of increasing ones knowledge, information by itself is not always sufficient enough for one to change ones own behaviour.
To incorporate the British Heart Foundation into this, their ultimate goal is the well being of the public and informing the public of how to look after their hearts. In achieving their goal they obviously apply all five models at some stage in their research and promotion. But it is necessary to start at the beginning, with the forming of this organization.
The British Heart Foundation was actually founded back in 1961 by a group of medical professionals who were concerned about the increasing death rate from cardiovascular (heart) disease. {Cardiovascular disease is still the UK’s biggest killer today, being the cause of 117,000 deaths a year (heartstats.org)}
Their aim back then was simply to raise money to help fund extra research into the causes, diagnosis, treatment and prevention of heart and circulatory disease.
Since then their achievements have only allowed for further research and as it stands today, the British Heart Foundation is the UK’s major funder of all heart research, and as a result of this ongoing research, is responsible for improving the ‘heart health’ of millions.
Over the years there have been vital major advances in the treatment and prevention of all major heart diseases and defects as a result of the British Heart Foundations’ contribution to public health promotion. Some of these advances are as follows:-
Effective drug treatments refined in the '60s, to improve the condition of patients with high blood pressure.-
Pacemakers began to transform lives. Implantable pacemakers first became available in the mid 1960s. Their refined use over the years has enabled thousands of heart patients to enjoy a better quality of life.
Cardiac transplantation became feasible and developed rapidly.
In the mid 1970’s Multi-purpose drugs, with the capability of controlling numerous heart problems, were introduced..
Surgical advances help congenital heart disease.
1980 Research discovered that a drug called streptokinase (household name of- aspirin) has 'clot busting' abilities. This drug combination is responsible for halving the death rate from heart attacks when they are treated in hospital.
Improved treatment for irregular heart beats. Some disturbances of heart rhythm cause the heart to beat too quickly. Although sometimes no more than a nuisance, attacks may be life threatening. One of the most significant advances in the 1980s was treatment through the introduction of ablation techniques.
The relationship between smoking and cardiovascular disease was established in the 1980s. Coronary heart disease, stroke and arterial disease were all found to be strongly linked with smoking and that smoking increased the effect of other risk factors
In 1986, the British Heart Foundation became more involved in public education, and in 1990 moved into rehabilitation, promoting the benefits of physical activity to the heart. (It has been conclusively demonstrated that physically active people have a reduced risk of coronary heart disease.)
The powerful relationship between cholesterol and coronary heart disease was confirmed in the 1980s, followed by evidence that lowering blood cholesterol levels can reduce the incidence of coronary heart disease.
Automated emergency defibrillators were invented. After a cardiac arrest, prompt action is essential in saving lives. Automated emergency defibrillators (AED’s) are small, safe, simple and lightweight with two pads that can be applied to a patient who has collapsed following a cardiac arrest. The defibrillator records and analyses the rhythm and, if necessary instructs the user to deliver a shock using clear voice prompts, reinforced by displayed messages.
Just by looking at the past achievements and contributions of the British heart foundation it is easy to visualize their efforts in public health promotion. But the British Heart Foundation continues to play a vital role in funding this pioneering heart research and also into raising public awareness on how to keep healthy, which in turn has a huge impact on the public health around the world.
Heart surgery is now commonplace and thousands of people are healthier and live longer thanks to these new findings and medication. Many of today's new drugs and treatments might never have been possible without the existence of the British Heart Foundation.
Their goal and aim now is for a vision of a world in which people do not die prematurely of heart disease. They aim to achieve this through, not only continuing funding research, but by instigating and initiating vital prevention activities and by ensuring quality care and support for people living with heart disease. To succeed in their aim of beating heart disease, it is vital that the public is continually made aware of their objectives and how they are working towards them.
One of the objectives put in place today by the British Heart Foundation is that of the BHF Heart Specialist Nurse. This is in respect to the medical model. This is basically a scheme of nurse-led care in which 16 posts of heart failure specialists have been established across the UK to improve the treatment of heart failure and improve the quality of life for patients and their carers.
As well as providing and funding the BHF Nurses who visit heart patients with all types of heart conditions in their homes the British Heart Foundation provide defibrillators and echocardiograph machines for hospitals and emergency services. They also produce publications, videos and other materials for health professionals and the public including children. They inform people about how to improve the health of their heart through public information campaigns, advertising and the media.
Conclusion
There are many challenges for all health authorities, not just WHO and the BHF, within their roles of health promotion. Not least that every organisation needs the appropriate skill and knowledge base to undertake their function in their individual field. The British Heart Foundation will always require staff, partnership and community development and co-operation to be able to continue to analyse ongoing health issues. Strong leadership is always necessary in any area of health promotion and it is otwardly obvious that any programme set up by the BHF needs to be sustained over time and considerable consistent changes will be required to ensure any resources are made available to enable the BHF to be bold with their mission and to continue improvnig the vital work that they carry out.
Table of References
Campbell, C. (2001) ‘Human health and health education models’ [online], Available at: , [accessed-17 December 2007]
Department of Health. (2007) ‘Second choosing health progress report.’ [online], Available at: . [accessed- 12 December 2007]
Ewles, L & Simnett, I. (1999). ‘Promoting health- A practical guide.’ Fourth edition. London, Balliere Tindall.
Naidoo, J & Wills, J. (2000) ‘Health promotion. Foundations for practice.’ Second edition. London. Balliere Tindall.
No author. (No date). ‘Health promotion theories and models.’
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section5.htm. [accessed- 17 December 2007]
