LEADS

1. Addiction: Relapse Common for Alcohol/Drug-Related Addictions
2. Health: Cardiac Magnetic Resonance Imaging
3. Health: Cancer Diagnoses
4. Health: Treatment of Prostate Cancer
5. Health: New Mothers and Breastfeeding
6. Nutrition: Will New Marketing Pledge Solve Childhood Obesity?
7. Pediatrics: Childhood Flu and Virus Season
8. Sports Medicine: Cycling and Clavicle Injury

_____
LEADS

**1. ADDICTION: RELAPSE COMMON FOR ALCOHOL/DRUG-RELATED ADDICTIONS. THOMAS E. WRIGHT, M.D., and medical director at ROSECRANCE HEALTH NETWORK, a substance abuse treatment facility specializing in treatment programs for adolescents and young adults: "Multiple treatment episodes for teens and young adults in recovery for substance abuse addictions are becoming more common, reflecting the chronic nature of the disease and the complexity of treatment. The public often fails to recognize that addiction is a chronic disease that requires ongoing care. Patients relapse in addiction, just as cancer patients may go into remission only to have the disease reappear. Patients who return to treatment should not be criticized for relapsing. Rather, it's important to understand that those battling addictions may be in recovery for the rest of their lives." News contact: Michelle Hellyar, mhellyar@yahoo.com Phone: +1- 773-472-1640 (7/26/07)

**2. HEALTH: CARDIAC MAGNETIC RESONANCE IMAGING. JOHN HEITNER, M.D., is director of advanced cardiac imaging at NEW YORK METHODIST HOSPITAL: "Cardiac magnetic resonance imaging (MRI) is a new noninvasive technique that is taking some of the guesswork, as well as the legwork, out of diagnosing and preventing cardiovascular diseases. It is truly innovative because it allows doctors to view detailed images of the heart without having to cut open the chest or thread a catheter through the veins or arteries. The new technology can be used to evaluate chest pain and determine if a heart attack is occurring or has occurred. And, in many instances, it can be quicker and more accurate than stress testing, electrocardiograms (ECGs) or other diagnostic techniques." News Contact: Melissa Chefec, mchefec@optonline.net Phone: +1- 203-968-6625 (7/26/07)

**3. HEALTH: CANCER DIAGNOSES. DR. GEORGE HOLLENBERG, board-certified pathologist and founding director of ACUPATH LABORATORIES, INC.: "When it comes to cancer, the more information that can be determined during the initial diagnosis, the easier it is to create an individualized follow-up plan for each patient. Now, thanks to advances in the area of testing called cytogenetics, cancer diagnoses are being delivered with much more data than ever before, which could spell the end of the one-size-fits-all diagnosis for cancer patients. Cutting-edge tests can determine not only the type of cancer present, but also whether or not the patient has one or more genetic abnormalities that could affect the success of treatment or the chance of recurrence." News Contact: Melissa Chefec, mchefec@optonline.net Phone: +1- 203-968-6625 (7/26/07)

**4. HEALTH: TREATMENT OF PROSTATE CANCER. DR. DANIEL SHASHA, assistant professor of radiation oncology at the ALBERT EINSTEIN SCHOOL OF MEDICINE in New York and attending M.D. at GRAMERCY SURGERY CENTER: "For the nearly 219,000 men who will be diagnosed with prostate cancer this year, the decision regarding how to treat it can be confusing. However, several recent studies comparing the most prevalent treatment options, including watchful waiting, surgery, external radiation and radioactive seed implantation, have shown that the latter, also known as brachytherapy, offers several key advantages over other treatment alternatives." News Contact: Melissa Chefec, mchefec@optonline.net Phone: +1-203-968-6625 (7/26/07)

**5. HEALTH: NEW MOTHERS AND BREASTFEEDING. STACEY RUBIN is an advance- practice registered nurse, internationally board-certified lactation consultant, and author of "The ABCs of Breastfeeding" (AMACOM Books): "Not only does breastfeeding optimize a newborn’s physical growth and development, nursing benefits a mother's health as well. Yet after giving birth, many mothers soon discover breastfeeding doesn’t happen as easily or as naturally as they had hoped. Upon encountering breastfeeding difficulty, mothers may receive outdated breastfeeding advice from well-intentioned nurses, doctors and friends. Sadly, this misinformation often leads a mother to become frustrated and abandon breastfeeding altogether. What new mothers need to know is that with proper preparation and expert guidance, every mother can learn to cultivate a positive breastfeeding experience with her baby, from pregnancy to weaning." International Breastfeeding Week is Aug. 1-7. News Contact: Alice Northover, anorthover@amanet.org Phone: +1-212-903-7951 (7/26/07)

**6. NUTRITION: WILL NEW MARKETING PLEDGE SOLVE CHILDHOOD OBESITY? ALLEGRA BURTON, MPH, RD, is a registered dietitian for SOYJOY nutrition bars: "In an effort to reduce childhood obesity, 11 food and drink companies pledged this week to reduce marketing aimed at children under 12. While the pledge may support family health, parents need realistic strategies for encouraging nutritious options at school, home and on the go, such as creating fun at-home buffets and getting the whole family involved in food preparation." Burton is available to discuss the significance of this news, as well as creative, time- saving strategies families can implement to eat nutritiously without sacrificing taste. News Contact: Kate Garsson, kateg@carryonpr.com Phone: +1- 323-988-4664 (7/26/07)

**7. PEDIATRICS: CHILDHOOD FLU AND VIRUS SEASON. DR. CLEMENT REN, associate professor of pediatrics and chief of pediatric pulmonology at the UNIVERSITY OF ROCHESTER, can discuss childhood flus and the virus season: "As summer comes to an end, we will quickly move into flu and cold season. Children, especially infants, are at great risk during this time of year for a serious virus, bronchiolitis (VB), caused by the respiratory syncytial virus. VB can cause serious respiratory illness in infants and possibly even death." Ren is conducting leading research in this area and evaluating new ways to ensure infants affected by VB are successfully treated. News Contact: Aimee Corso, acorso@weisscommpartners.com Phone: +1-310-780-2661 (7/26/07)

**8. SPORTS MEDICINE: CYCLING AND CLAVICLE INJURY. KEVIN PLANCHER, M.D., is a leading sports orthopedist in the New York metropolitan area: "A broken clavicle, popularly known as the collarbone, is one of the most common fractures of the upper body and a frequent injury among cyclists. Until recently, the prevailing treatment recommendation for the vast majority of clavicle fractures has been a nonsurgical regimen of immobilization, followed by extensive physical therapy, which sidelined most patients for up to four months. However, recent findings confirm that many clavicle fractures actually heal faster and better with surgical reduction, allowing cyclists to get back on the road more quickly after this injury." News Contact: Melissa Chefec, mchefec@optonline.net Phone: +1-203-968-6625 (7/26/07)