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Weekly
Comment
Welcome to PDs
weekly comment
feature. This
weeks contributor
is Michelle
OConnor, Mater
Mothers Hospital Parent
Education & Support Manager.
Vitamin K for
Newborns
VITAMIN K is naturally present in
the body and plays a major role
in clotting. During pregnancy,
vitamin K crosses the placenta
poorly resulting in low fetal plasma
concentrations. All newborn
infants have a relative vitamin
K deficiency at birth. Without
vitamin K, newborns are at risk
of developing a disorder called
Vitamin K Deficiency Bleeding.
VKDB affects 1 in 10 000 babies and
can result in serious consequences,
including bleeding into the brain.
One of the reasons given for the
low levels of vitamin K in newborns
is that their gut has not yet been
colonised by the required bacteria.
After three to four days of feeding
the babys gut will begin to be
colonised with helpful bacteria and
vitamin K levels will begin to rise
slowly.
In line with the Australian
Government and National Health
and Medical Research Councils
joint recommendation, vitamin
K is offered to all babies soon
after birth. This ensures levels of
vitamin K are increased for the
first few weeks of life to protect
the newborn against VKDB until
they can produce adequate
amounts themselves. Vitamin K is
recommended as a single injection
into the muscle at the top of the
babys leg. It can also be given
orally in a liquid form. Oral vitamin
K is usually given in three doses at
birth, one week later and then at
one month.
PHARMACYDAILY.COM.AU
Direct S3 www.pharmacydaily.com.au
advertising alive
DISPENSARY
CORNER
Direct-to-consumer
advertising for S3 products
is still on the agenda
A chinese womans time-saving
according to a statement
beauty
routine is reportedly
by the Australian Self
terrifying
her fellow commuters in
Medication Industry.
Ningbo, as well as generating lots
The organisation claims
of interest on social media.
the current restrictions
The traveller is apparently
on the advertising of
working extra hours in the leadS3 medicines prohibits
up to her honeymoon and doesnt
consumer
these to conventional
communication,
ASMIofexplains.
Thisawareness
new model isof
different
consumer advertising
Pharmacy Medicines in Schedule 2 (S2)
have time for her usual evening
medicines,
which means
consumers
In conjunction
withtakes
the aUniversity
and unscheduled
medicines
as the brand awareness
component
secondary role to the educational
face treatment - so shes been
aspects of
communication.
may continue
tothe
consult
GPs for
of Technology Sydney, ASMI
wearing a black beauty mask as
conditions which could be safely
developed a mock ad for a
she travels to work each morning.
UTS Research on S3 advertising
managed by pharmacists.
fictitious brand of S3 medicines
Identified only as Joey the
ASMI ASMI
advocates
for thearemoval
enabling
theofCentre
for Health
has developed
mock ad for a fictitious
brand
S3 medicines
and the Centre for Health
Economics
woman
told local media her busy
of restrictions
on
the
advertising
of
Economics
Research
and
Evaluation
Research and Evaluation (CHERE) at the University of Technology, Sydney is testing its impact on consumers,
schedule
pharmacists
pharmacy assistants. The
researchto
results
available
S3 medicines
and and
in consultation
(CHERE),
test will
its be
impact
on in the second half of 2016.has played havoc with
her skin so she decided to use the
with the Pharmacy Guild and
consumers, pharmacists and
face masks during her commute
PSA, has announced the release
pharmacy assistants.
so she can still look beautiful on
of a new model of S3 consumer
The research results will be
her big day.
communication that emphasises
available in the second half of this
the role of the pharmacist.
year, said ASMI.
The alternate model of S3
advertising (pictured) involves
TGA site search
three elements: information
The TGA has updated the search
about the disease or condition,
function on its website, with a
branded product information,
box on each page dynamically
and the pharmacists role in
generating results from across the
determining whether the medicine
site as well as from the ARTG and
is appropriate.
Researchers in America are
the PI & CMI databases.
In this S3 model, unlike the
claiming a major breakthrough
As queries are typed suggestions
S2 model, the brand awareness
after sending a data signal
will appear in a drop-down menu to
component takes a secondary role
through a piece of meat.
assist with spelling of search terms.
to the educational aspects of the
Andrew Singer from the
University of Illinois previously
built underwater communication
systems for the US Navy and
realised similar techniques could
This week Pharmacy Daily and Designer Brands are giving away a
be used for the human body.
Make Me up Pro Brush set each day.
Youre a big bag of salt water
Brushes are the key to flawless makeup application, and with the
with some bones and other
Designer Brands Make Me Up Pro Brush Set you will always look
tissues...communicating in the
like youve had your makeup done
ocean and communicating in your
by a professional. With each brush
body are very similar.
individually labeled, even makeup
The new technique, dubbed
novices will know which tools to
meat-comms, is said to
choose to achieve the perfect
potentially make it easier for
makeup look.
clinicians to interact with wireless
Visit www.dbcosmetics.com.au
medical devices inside patients.
They tested the system on a
To win, be the first person from NSW or ACT to send the correct
pork
loin and also a beef liver,
answer to comp@pharmacydaily.com.au
finding they could send signals at
How many brushes does the set include?
up to 30 megabits per second fast enough to stream Netflix.
Check here tomorrow for todays winner.
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