Jamie

Just following on from our discussion last week regarding an integrated
marketing strategy for the profession and the suitablility of using a
slogan such as 'No More Routine Toenails' as a calling cry for the
profession to get behind such a move.

If we consider what impact that may have on the body public for a moment.
The suggestion was made by Mr Wylie, in his capacity as a podiatry manager
in a Glasgow NHS department, that patients should be offered surgery to
remove toenails as an alternative to continuing care. Aside from all the
ethical and moral arguments which have been so eloquently made by Ann Marie
Carr in her recent submission, we should also consider the sagacity of such
sloganising and the effect that it may have on our patients and other
observers.

Remember that many patients were PoW's in WW-II where 'removal of toenails'
conjures up an altogether more horrific image than the one that we may have
on the subject. What would the consequence be for the profession if the
tabloid media got hold of that one? Let's hope for Mr Wylie's sake (and the
wider profession) that the Daily Record or The Sun doesn't peruse these
pages at its leisure! I'm all for an integrated approach but let's do so on
a sensible prospectus after careful consideration and agreement.

Respectfully

Mark Russell

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