New ads focus on healthcare providers’ roles in diabetes care
NEW YORK The Empire State is front-and-center for a new advertising campaign focusing on diabetes.
The New York State Diabetes Campaign has kicked off “Half the Care” campaign, featuring full-page images of doctors split in half to dramatize the fact that patients receive half the care they need and promotes a rallying message that “We can do better.”
The “Half the Care” ads launch this month, National Diabetes Awareness Month, in professional medical publications, including the Journal of the American Medical Association and the New England Journal of Medicine, as well as on such popular medical Web sites as Medscape. Educational materials also will be distributed directly to more than 11,000 physicians across New York. Doctors and other healthcare providers can access important resources on a dedicated Web site, www.FullDiabetesCare.org.
“Diabetes has become a national epidemic and only through a concentrated effort at every level will we be able to reverse its course,” said George Huntley, American Diabetes Association chairman of the board. “The New York State Diabetes Campaign’s ‘Half the Care’ initiative will reach thousands of healthcare providers across New York, and their efforts compliment the association’s national stop diabetes movement to end the devastating toll that diabetes takes on the lives of millions of individuals and families across our nation.”
Merck, Schering-Plough to complete merger
WHITEHOUSE STATION, N.J. Drug makers Merck & Co. and Schering-Plough Corp. will complete their merger Tuesday, Merck announced.
The two companies will begin combined operations Wednesday, with Schering-Plough adopting the Merck name and Schering-Plough stock becoming stock in the combined company.
The announcement of the merger follows recent clearance from regulatory authorities in China, Europe and Mexico, as well as the recent finalization of Pfizer’s acquisition of Wyeth.
Bristol-Myers Squibb on Baraclude: Better efficacy than competitor
BOSTON A Bristol-Myers Squibb drug used to treat hepatitis B kept viral load levels down more effectively than its competitor, according to study results announced by the company.
Bristol presented results in Boston Saturday at the American Association for the Study of Liver Disease’s annual meeting of a 48-week study comparing Baraclude (entecavir) with Gilead Sciences’ Hepsera (adefovir) in 191 patients with chronic hepatitis B infection with severe cirrhosis of the liver, also known as decompensated cirrhosis. Liver disease accounts for up to 25% of hepatitis B-related deaths.
Halfway through the study, 49% of 100 patients taking Baraclude had an undetectable viral load, compared with 16% of the 91 taking Hepsera. By the end of the study, 57% of Baraclude patients had an undetectable load, versus 20% of Hepsera patients.
“This study represents an important step in addressing an unmet medical need, as this is one of the first comparative studies to evaluate the safety and efficacy of antiviral therapy in this difficult-to-treat patient population,” said Hugo Cheinquer, study investigator and associate professor of gastroenterology and hepatology at the Universidade Federal do Rio Grande do Sul in Porto Alegre, Brazil. “Chronic hepatitis B is a lifelong disease, and these data suggest that treatment with Baraclude may offer chronic hepatitis B patients with decompensated cirrhosis a treatment option.”