The charity's in-house press team sent out a press release to the media yesterday flagging up new research it had commissioned on patient care. The results found that half of all dementia patients leave hospital in a worse state than when they arrive.
The charity also found that dementia patients stay in hospital for longer than other patients being treated for the same illness or injury, who do not have dementia.
Based on research involving 2,400 people, ‘Counting the Cost: caring for people with dementia on hospital wards reveals large', costly variations in the quality of care for people with dementia.
The charity is calling on the Government to cut their stay by a week and it claims the move would save millions of pounds.
Broadcaster, journalist and Alzheimer's Society Ambassador, Angela Rippon is supporting the campaign.
The in-house team at the charity has been handling media calls about the story this morning. The team is holding a stakeholder briefing today, while the media briefing took place yesterday.
The results were discussed on BBC Breakfast, The Today Programme and Channel 4 News this morning.
The story appeared on page two of today's Daily Mail and also ran on page 10 of the Daily Telegraph with the headline ‘Half of Alzheimer's patients come out of hospital ‘worse than when they went in''.
Alzheimer's Scoeity head of comms Gayle Willis said: 'The launch of the Counting the Cost report comes after months of working closely with our policy and public affairs team to develop a robust evidence base revealing the huge impact poor hospital care can have on people with dementia.'
She added: 'By targetting key regional and national media and involving engaging spokespeople, such as Alzheimer's Society Ambassador Angela Rippon and a range of media volunteers who were willing to share their personal stories, we were able to make sure this important issue received the attention it deserved.'