P2–305: Estimated quality adjusted life‐years (QALY) associated with the degree of activities of daily living (ADL) of people with Alzheimer's disease

analyze publications to understand what issues are on the public agenda and receiving public attention. We conduct a content analysis of The New York Times to track and analyze the public definition of AD on the American public agenda. Our study collected all articles (w4,000) printed between 1906 and 2012 that included theword ’Alzheimer’s’. These articles were counted, coded and analyzed for placement in the paper to indicate prominence, total word count to assess editorial attention, photos and title words to indicate emphasis, and section placement to understand how AD is described. Results: Results suggest AD first received media attention in the late 1970s and began to receive significant attention in 1987 withw50 or more articles annually. Coverage was constant until 1997, then increased dramatically to a high of 325 articles in 2012 with a comparable increase in the use of photographs. Despite the increased attention given, the prominence (placement on page A1 or section 1) has been sporadic. Articles on AD in multiple sections have shown an upward trend with the greatest comparative frequency occurring in the Obituary, Culture and Health sections. Conclusions: The evolving definition of AD spans multiple contexts, including Sports, Style and Business. Reflecting an unclear scientific understanding of AD, media coverage presents an ambiguous definition of the problem, an unfocused public investment strategy, and little advice for individuals and families. We see the increased attention as an opportunity to refocus the issue on personal stories of Alzheimer’s that will support R&D investment while urging the public to prepare for AD and related caregiving.