18 DECEMBER 2008

Concern new MedicAlert accessories will not alert

Liane Topham-Kindley
tophamkindley@xtra.co.nz

Southland GP Mathew Stokes is hot under the collar about new MedicAlert accessories which he considers are potentially confusing and could lead to delays in life-threatening situations.

For the first time in New Zealand, MedicAlert is marketing a shoe tag, sports bands and pink and blue glass-beaded bracelets, all with the MedicAlert emblem.

However, as a rural doctor who regularly attends accident scenes, Dr Stokes is concerned the new designs could be easily overlooked by experienced medical and emergency services staff looking for the classic stainless steel MedicAlert logo bracelet or necklace.

Shoe tag labelled ‘stupid’

The shoe tag is of particular concern, as Dr Stokes, from Lumsden, says he often attends accidents where shoes have been ripped from individuals with no indication as to which shoe belongs to which individual.

“I see shoes ripped off lying tens of metres from the individual – whose shoe is whose? Product A661 ‘shoe tag’ seems to be stupid beyond belief,” he says in a recent email to the MedicAlert Foundation of New Zealand.

Dr Stokes also considers the pink and blue bracelets look like “cheap teenage jewellery” and, although they still carry the MedicAlert emblem in pink and blue, he considers medical and emergency staff could overlook this.

Dr Stokes serves on a PRIME committee and says he would have welcomed opportunity for emergency services staff to be involved in consultation on the new accessories.

MedicAlert stands by products

MedicAlert Foundation chief executive Murray Lord says he is pleased Dr Stokes has raised these concerns as it indicates interest in the service and products.

However, Mr Lord stands by the new accessories saying MedicAlert New Zealand operates under licence from MedicAlert in the US where these products have been successfully introduced for some time.

The accessories have not been developed “willy, nilly”, he says. Approval for distribution worldwide was only given after development by medical advisory boards in consultation with the public and medical professionals.

MedicAlert New Zealand has recently distributed 15,000 pamphlets on the new accessories and Dr Stokes is apparently the first person who has raised an issue.

Change due to patient demand

In response, MedicAlert US vice president business development Ramesh Srinivasan says the shoe tag design was based on the recommendation and demand from parents and doctors treating children with autism, epilepsy and other related seizure disorders.

These individuals would not wear a bracelet or necklace and there is a danger they could hurt themselves, so a less obtrusive yet functional approach was to design the shoe tag. Patients with dementia are now also using the shoe tags.

Further questioned about Dr Stokes’ point on the shoes being ripped off in an accident, Mr Lord concedes it’s a “valid point”, but says it’s about finding the best solution for the situation.

The shoe tags were not part of the standard range and while he does not have figures, he says very few have been sold in New Zealand to date.

Mr Lord says MedicAlert is simply responding to patient demand, especially among young people not keen to be stigmatised by the classic MedicAlert bracelets and necklaces.

“Just because we require function does not mean we have to be stuffy, we can also be fashionable.”

He met with Ambulance New Zealand several months ago to inform them of the new accessories and will make information available on the new items to be carried in ambulances.

Piracy of concern

Piracy of the MedicAlert brand has become an increasing problem this year. According to Mr Lord, many medical alarm companies and bracelet suppliers are blatantly misusing the MedicAlert brand to promote themselves, causing significant confusion, especially among the elderly.

Mr Lord cites a recent example of an elderly woman, not a MedicAlert member, who had a fall who called the MedicAlert head office thinking she was calling for assistance.

While staff were able to help her, it is of great concern people are signing up to a service they think is MedicAlert when it is not, Mr Lord says.

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