More than 60,000 urgent cancer referrals were made in Suffolk and North East Essex last year, the highest number since records began in 2009.
Why it matters: The surge in referrals indicates growing pressure on local cancer services, with the NHS now handling more potential cancer cases than ever before.
More than 60,000 urgent cancer referrals were made in Suffolk and North East Essex last yearOliver Rouane-WilliamsIpswich.co.uk
By the numbers:
60,335 urgent cancer referrals made in 2023-24 – up from 56,078 the previous year
4,317 resulted in cancer diagnosis – 1 in 14 cases
Skin cancer led local referrals with 16,003 cases
Breast cancer accounted for 8,688 referrals
Gastrointestinal cancer saw 11,850 referrals
Lung cancer had 1,781 referrals
The bigger picture: The local increase mirrors a national trend, with England recording 3 million urgent suspected cancer referrals in 2023-24, up 5% from the previous year.
Michelle Mitchell, chief executive at Cancer Research UK, said the rise in referrals reflects an ageing and growing population. She called for "additional investment alongside reform to cancer services" to meet increasing demand.
What they're saying: Professor Peter Johnson, NHS England national clinical director for cancer, said: "NHS staff are working hard to see and treat more people with cancer than ever, but we know there is more to do to ensure people get a diagnosis or the all-clear sooner."
Bottom line: With record referral numbers for potential cancer, health leaders say more resources and reforms are needed to handle the growing demand for cancer services.
When David Ogilvy famously stated "I always use my clients' products. This is not toadyism but elementary good manners," it stuck with me. Understanding our partners' businesses from the customer's perspective provides invaluable insight that no amount of presentations, meetings or data can match.
It was with this mindset that I recently found myself at All About Hearing, located within Two Rivers Medical Centre in Ipswich. Despite being only 35 years old with no hearing concerns, I wanted to experience their services firsthand rather than simply reading about them.
The pre-appointment experience
The experience began before I stepped through the door. A quick courtesy call from their friendly team served as a reminder of my upcoming appointment.
Walking in with zero prior research, I wasn't entirely sure what to expect. Would there be complicated machinery? Would the process be uncomfortable? Did I have some strange underlying hearing condition?
Spoiler alert: No on all three counts.
Jenette Jojo-Thomas at All About Hearing in IpswichOliver Rouane-WilliamsIpswich.co.uk
Meeting the expert
My audiologist for the day was Jenette Jojo-Thomas, who immediately put me at ease. Her career in audiology began in 2015, and her experience was evident as she effortlessly guided me through the process.
The assessment started with a series of medical questions, during which I learned that it's very common for people to experience some form of tinnitus – myself included. Thankfully mine is mild and infrequent, which Jenette explained could even be triggered by feeling unwell.
I also learnt that putting olive oil in your ears is perfectly fine and normal (it softens wax and keeps your ears clean) but was advised to avoid sticking anything in them – cotton buds included.
A three-part assessment
The testing itself consisted of three assessments.
First came the hearing check – a straightforward procedure where I wore headphones and pressed a button each time I heard sounds at varying frequencies. The good news? My hearing tested perfectly normal for someone my age.
Oliver Rouane-Williams having a hearing check at All About HearingOliver Rouane-WilliamsIpswich.co.uk
Perhaps the most interesting part of the appointment was the video otoscopy. This involved a small camera being inserted into my ear canal, with the footage displayed on a screen that both Jenette and I could view.
I can't say I've ever had the overwhelming desire to see inside my own ears close up, but I learnt that while I had some dead skin present, this was entirely normal and would pass naturally. More importantly, there was no concerning wax build-up or visible issues.
Having a video otoscopyOliver Rouane-WilliamsIpswich.co.uk
The final component was air and bone conduction testing, which Jenette explained focuses on the inner ear by delivering vibrations directly to the skull behind the ear. This test helps determine whether any hearing loss stems from problems in the outer or middle ear (conductive hearing loss) or issues with the inner ear and auditory nerve (sensorineural hearing loss).
My results here were also normal.
My air and bone conduction testing resultsOliver Rouane-WilliamsIpswich.co.uk
Clear communication throughout
Throughout each stage, Jenette provided clear explanations, making complex audiology concepts accessible to a layperson. Her approach transformed what could have been a clinical transaction into a very friendly and informative experience.
For those curious about costs, the clinic offers a basic hearing screening for £30, which takes approximately 30 minutes. They recommend this check every two years for anyone over 50, and annually for those over 70.
The value of firsthand experience
I left the appointment with confirmation of my healthy hearing and genuine insight into our partner's business operations, their customer journey, and the expertise they provide our readers and residents.
Sometimes the best way to understand a business isn't through meetings or marketing materials, but by becoming a customer yourself.
