Astellas Launches 'OAB Reality" Program

Astellas Helps Patients Identify with their "OAB Reality"

New initiative highlights the physical and emotional burden of overactive bladder through a unique mix of educational programs

NORTHBROOK, Ill., July 24, 2013 /PRNewswire/ -- As part of its commitment to health education and awareness, Astellas Pharma US, Inc. ("Astellas"), a U.S. subsidiary of Tokyo-based Astellas Pharma Inc. (Tokyo: 4503), has launched a multifaceted initiative designed to raise awareness of overactive bladder (OAB)—an under-recognized, treatable medical condition. The initiative uses numbers and commonly experienced situations to help patients identify with the physical and emotional burden that OAB puts on their lives—their "OAB Reality"—and encourages them to talk to their health care professional about treatment options.

"Research shows that people living with OAB don't talk about the impact it has on their physical and emotional well-being, and instead, learn to endure the symptoms," said Walt Johnston, Vice President of Marketing, Astellas Pharma US, Inc. "As a result of this educational initiative, we want sufferers to feel empowered to talk to a health care provider about how OAB really affects them."

The goal of "OAB Reality" is to raise awareness that OAB is a real, treatable medical condition that affects more than 46 million adults in the U.S.1 and to help sufferers find appropriate ways to manage their OAB if diagnosed with the condition. When patients communicate the real impact that symptoms have on their lives, health care professionals are better able to provide treatment plans that meet their patients' needs.

The initiative will be brought to life through a unique mix of educational programs, including the following:

Healthy Women Partnership—an OAB Content Center on Healthywomen.org, the nation's leading independent health information source for women, that includes in-depth information about the condition and support for women (available at www.OABReality.com).
National Radio Spots—brief segments that educate about OAB and connect with women affected by the condition.
National TV Vignettes—a series of commercials that highlight the impact of OAB in relatable, everyday situations and encourage sufferers to not delay taking action if they suspect they suffer from OAB. The vignettes encourage sufferers to talk to their health care professional and leverage available educational tools to learn about the condition.
Doctor's Office Materials—patient screening brochures and in-office communications that educate and raise awareness about OAB.
About Astellas  
Astellas Pharma US, Inc., located in Northbrook, Illinois, is a U.S. affiliate of Tokyo-based Astellas Pharma Inc. Astellas is a pharmaceutical company dedicated to improving the health of people around the world through the provision of innovative and reliable pharmaceutical products. The organization is committed to becoming a global category leader in focused areas by combining outstanding R&D and marketing capabilities. For more information about Astellas Pharma US, Inc., please visit our website at www.astellas.us.   

The Astellas culture and brand is committed to building community, helping others, encouraging integrity and inspiring people to make a difference, today, tomorrow and every day.

References:
1.     Coyne KS, Sexton CC, Vasudha V, et al. National Community Prevalence of Overactive Bladder in the United States Stratified by Sex and Age. Urology. 77: 1081–1087, 2011

SOURCE Astellas

 
CONTACT: Jenny Kite, (224) 205-5405, Jenny.Kite@astellas.com; or Paula Mavroudis, (312) 240-2709, paula.mavroudis@edelman.com
 

Posted: July 2013


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