Through the guideline, which was developed with the help of medical doctors, AstraZeneca is seeking to raise awareness about the importance of an active lifestyle for those with the condition. Exercise is seen as key for successful diabetes management.
The guidance is accessed through a new online initiative. For this, the Anglo-Swedish pharma company entered into partnership with the Diabetes Hand Foundation. The resultant campaign has been titled “Everyday Steps.” The key message is to encourage those with type 2 diabetes to add an element of walking into their treatment plan.
Speaking about the initiative to the website Pharmaceutical Marketing Live, Topher Brooke, who acts as AstraZeneca’s vice president for diabetes, stated: “A successful type 2 diabetes treatment plan not only includes medication, but lifestyle and behaviour modifications like diet and exercise.”
He also added: “Our aim is to offer people the tools and resources that will help empower them to manage their disease in a variety of ways.”
The walking guide provides advice for creating and maintaining a walking plan. This includes developing goals and including a reward scheme. Other tips involve finding interesting places to walk; walking with friends; and creating a favourite music playlist to listen to while walking the beat. The focus on walking ties in with diabetes discussion sites, where walking is identified as a key activity by those with the condition. However, many people with diabetes states that they find it hard to get started.
Type 2 diabetes currently affects approximately 29 million people in the U.S. Cases of the disease are increasing and this is associated with unhealthy lifestyles. Type 2 diabetes occurs when the body does not produce enough insulin to function properly, or the body’s cells do not react to insulin. This means that glucose stays in the blood and is not used as fuel for energy.
