Survey Reveals Many are Ignoring Basic Measures to Check for no.1 Heart Killer Disorder in Europe

On World Heart Rhythm Week, Arrhythmia Alliance Launches 'Know Your Pulse' Campaign to Raise Awareness of the Importance of Pulse Checking to Keep Cardiac Conditions Under Control

STRATFORD-UPON-AVON, England, June 7, 2010 - Arrhythmia Alliance, the Heart Rhythm Charity, announced today the
results of a survey conducted in Europe that showed a large number of
respondents ignore basic measures to check for potential cardiac arrhythmias,
or heart rhythm disorders. To raise awareness of the importance of pulse
checking and to inform people about how to take their pulse, the Arrhythmia
Alliance will open 2010 World Heart Rhythm Week (7-13 June) with the launch
of the global awareness campaign 'Know Your Pulse'.

"Taking your pulse rate is a quick and easy way to identify a heart
rhythm problem which in some cases could potentially have serious
implications" - explained Prof A John Camm, President of Arrhythmia Alliance.
"Being aware of your pulse rate is the easiest way for a patient to check for
a potential cardiac arrhythmia and may suggest when to contact a healthcare
professional for further investigation."

According to the survey results, nearly 40 percent (37.6%) of respondents
do not take their pulse regularly, and 70 percent (70.3%) are unaware if they
are at risk of a cardiac arrhythmia. In addition, nearly 60 percent (57.4%)
of the respondents who have taken their pulse in the past would not know how
to take it again.

Arrhythmias are heart rhythm disorders that can cause a range of
conditions including Sudden Cardiac Arrest (SCA) - a leading cause of death
in Europe[1], syncope (blackouts or loss of consciousness), and atrial
fibrillation (a leading cause of stroke, and the most common of all cardiac
arrhythmias). Conditions caused by heart rhythm disorders kill more people in
Europe than breast cancer[2], lung cancer[2], stroke[3] or AIDS[4].

"Surprisingly, anyone at any age can be at risk. Sudden Cardiac Arrest
can affect the young and even athletes who are physically fit, for example,"
commented Trudie Lobban, Founder and Trustee of Arrhythmia Alliance. "This is
why on World Heart Rhythm Week this year, we are launching a campaign to
encourage people to put into place simple measures that can make a real
difference, and detect potential heart rhythm disorders for an early
diagnosis and treatment."

The 'Know Your Pulse' campaign also seeks to raise awareness amongst
healthcare professionals of the importance of conducting regular pulse checks
during normal patient check-ups so that cardiac arrhythmias are given as much
attention as other conditions. Almost 80 percent (79.62%) of survey
respondents felt that it is important that healthcare professionals
acknowledge this.

Website: www.knowyourpulse.org

Download a 'Know Your Pulse' check card and web application now from
www.knowyourpulse.org to monitor your pulse.

About the 'Know Your Pulse' campaign

The 'Know Your Pulse' campaign is coordinated by Arrhythmia Alliance, a
global coalition of patients, medical professionals and caregivers dedicated
to providing education, information and support for people with cardiac
arrhythmias. For more information please visit
www.heartrhythmcharity.org.uk

About Arrhythmias

A cardiac arrhythmia is an electrical problem causing the heart to beat
too fast (tachycardia), too slow (bradycardia) or erratically. Symptoms
include palpitations, shortness of breath, and unexplained blackouts.

About the survey

An online survey was commissioned by Opinion Health, an independent
survey house, and was completed by 750 respondents in Italy (n=250), Portugal
(n=250), and the UK (n=250).

———————————

[1] Priori S et al. Task Force on Sudden Cardiac Death, European Society
of Cardiology, Summary of recommendations. Europace (2006) 4, 3-18

[2] International Agency for Research on Cancer, Globocan 2000. Cancer
incidence, mortality and prevalence worldwide.2001

[3] World Health Organization (WHO). WHO Burden of Disease and Injury
(Dataset-2002). World Health Organization

[4] CIA. The World Fact Book - Rank Order - HIV/AIDS - deaths. Available
at www.cia.gov

For more information, please contact: Caroline Butt, Phone: +44-20-7331-5340, Email: caroline.butt at cohnwolfe.com