HEALTH

Viactiv partners with Susan G. Komen for the Cure, continuing its ‘Style and Strength for Life’ Campaign

BY Allison Cerra

NEW YORK A calcium supplement brand has become a sponsor of Susan G. Komen for the Cure, the world’s largest breast cancer organization.

Viactiv Calcium Soft Chews, which contain 125% of the daily value of vitamin D, pledged a sponsorship of $100,000 between August 2008 and July 2009. The brand’s sponsorship is part of the year-long “Style and Strength for Life” campaign, which is built on an innovative platform uniting the Viactiv brand with breakout fashion designer Ashleigh Verrier and her mother and business partner Jude Verrier. The initiative was established to educate women about the connection between adequate calcium, essential vitamins (particularly vitamin D) and healthy beauty.

As part of its “Style and Strength for Life” campaign, and serving as the cornerstone of its Susan G. Komen for the Cure partnership, the Viactiv will also appear as one of the “silver-level” sponsors of the Komen Philadelphia Race for the Cure this May. The race will take place on May 10 at 8:15 a.m. at Eakins Oval at the Philadelphia Art Museum. The brand, along with Ashleigh and Jude Verrier, will inspire walkers to pledge their “daily promise to be strong.” Each promise, written on a special hangtag, will come together to create a powerful display of strength.

Additionally, limited-edition “My Daily Promise” bracelets, designed by Ashleigh Verrier, will be awarded to participants and spectators via a random drawing during the race. Consumers will also have the opportunity to enter an online contest in May at www.viactiv.com for their chance to win a limited-edition bracelet. The “My Daily Promise” bracelet, a ring of silver beads and one standout bead encrusted with brilliant purple Swarovski crystals accompanied by a chic “V” charm, was developed earlier this year — and gifted to various celebrities during Mercedes-Benz Fashion Week — to bring the message of healthy beauty to life. The “My Daily Promise” bracelet serves as a stylish reminder to take Viactiv Calcium supplements each day as a commitment to healthy beauty and wellness.

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HEALTH

Atherotech’s new cholesterol test showcased at Internal Medicine 2009

BY Allison Cerra

BIRMINGHAM, Ala. Atherotech, Inc. announced Monday it will be exhibiting its VAP Cholesterol Test at Internal Medicine 2009, the annual scientific meeting of the American College of Physicians.

The conference takes place April 23 to April 25, at the Pennsylvania Convention Center in Philadelphia.

Used in more than 100 clinical trials, including the Heredity and Phenotype Intervention Heart Study, recently published in Science, the Vertical Auto Profile Test claims to be the most accurate cholesterol test available.

The VAP Test reports 20 separate components of blood cholesterol as opposed to four in a standard test and can identify a far great number of lipid abnormalities (the #1 risk factor for heart disease) than the standard cholesterol test. The test identifies markers for metabolic syndrome, a precursor for diabetes, and is the only single cholesterol test that routinely reports apoAI, apoB, and the apoB/apoAI ratio.

The VAP Test provides physicians and researchers with direct measurement of LDL, HDL and all relevant subclasses, non-HDL and emerging risk factors such as Lp(a), remnants and small dense LDL.

Atherotech recently announced the addition of more than a dozen tests for patients at intermediate to high risk of cardiometabolic diseases. The new test panels are available immediately and also include homocysteine, creatinine, creatine kinase (CK), HbA1c, TSH, ALT, AST, urea nitrogen (BUN), glucose, vitamin D, fibrinogen and insulin. The tests can be ordered individually, or bundled as part of a custom risk profile that may also include the VAP Test.

People with a family history or an existing condition of diabetes, high blood pressure or heart disease – or who are already taking cholesterol-lowering medication – are candidates for the comprehensive VAP Test.

The VAP Test is available nationwide and is covered by most insurance providers, including Medicare and Medicaid. For more information call 877.901.8510 or visit www.thevaptest.com.

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Sanofi-Aventis announces availability of insulin pen in the United States

BY Alaric DeArment

BRIDGEWATER, N.J. A disposable insulin pen for patients ages 4 and older with Type 1 diabetes and adults with Type 2 diabetes has become available in the United States.

Sanofi-Aventis U.S. announced Monday the availability of the Apidra SoloSTAR, a pen with the fast-acting insulin analog Apidra (insulin glulisine [rDNA origin]). The pen received Food and Drug Administration approval in February, following the approval and launch of the long-acting Lantus SoloSTAR (insulin glargine [rDNA origin]).

“Sanofi-Aventis is committed to providing innovative tools to patients with diabetes that can help ease some of the challenges of blood sugar management,” stated Jerry Durso, Sanofi-Aventis U.S. VP Specialized Therapeutics Business Unit. “Apidra SoloSTAR provides patients with a convenient option for administering their Apidra.”

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