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Educational children’s book about hemophilia published by Bayer and BioRx

BY Allison Cerra

CINCINNATI Bayer HealthCare and BioRx, a specialty pharmaceutical company, have joined together to publish a children’s book about hemophilia.

Written by Chris Perretti Barnes, the mother of a young boy with hemophilia A, I AM NATE is the second in a series of books intended to educate children about hemophilia.

“For children living with hemophilia, learning and talking about hemophilia and inhibitors can be overwhelming, confusing, and scary,” said Barnes. “I AM NATE can help parents open up lines of communication with their child and begin a discussion in a friendly, fun, and safe way. It is wonderful that both Bayer and BioRx value educating youth in the hemophilia community.”

Hemophilia is an inherited blood disorder characterized by prolonged or spontaneous bleeding, especially into the muscles, joints or internal organs that effects about 17,000 Americans. Deficient or defective blood coagulation proteins, known as factor VIII or IX, cause the disease. The most common form of the disease is hemophilia A, or classic hemophilia, in which the clotting factor VIII is either deficient or defective. Hemophilia B is characterized by deficient or defective factor IX.

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Rite Aid, dLife announce information resource for diabetics

BY Michael Johnsen

WESTPORT, Conn. Rite Aid on Thursday announced the launch of a 360 degrees/365 Day Diabetes Alliance with dLife, an integrated multimedia education platform established solely for the diabetes community.

“By joining forces, Rite Aid and dLife will be a powerful and easily accessible resource for the millions of patients who are living with diabetes,” stated Howard Steinberg, founder and chief executive officer of dLife. “We applaud Rite Aid’s commitment to making an impact on this major health epidemic. Through Rite Aid stores and dLife communication channels, including dLife.com and our television program, we will be a significant resource in assisting patients in maintaining control over their disease and improve their diabetes lifestyle.”

Rite Aid and dLife will use a variety of communication channels, including newsletters and literature with content from dLife at Rite Aid stores and an audio loop of “dLife Diabetes Minutes” on Rite Aid’s in-store radio. Additionally, dLife will be featured in Rite Aid’s weekly sales circulars.

Rite Aid customers will be invited to join the dLife-Rite Aid membership program, to receive a variety of special benefits, including free newsletters and documents when shopping at Rite Aid

“Rite Aid is focused on the health and wellness of our patients and we are committed to providing them with the programs, services and support needed to lead healthier lives throughout the year,” stated John Learish, senior vice president of marketing. “Many people have diabetes, or care for someone who does, and it is important for them to realize they don’t have to manage the disease alone. dLife is an ideal partner because they are well recognized as having the superior content and resources to help patients manage and live well with diabetes.”

Rite Aid’s Diabetes Management initiative is part of a year-long commitment to patient health and wellness. Each year Rite Aid offers free information, answers and guidance on health and wellness topics such as skin care, pain management and heart health.

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Bakewell named to GMDC board of directors

BY Michael Johnsen

COLORADO SPRINGS, Colo. The Global Market Development Center on Wednesday named Karen Bakewell, director of GM/HBC merchandising with Spartan Stores to its board of directors.

“Karen brings an impressive general merchandise and health beauty wellness level of experience at not only the wholesale level but the retail level as well,” stated David McConnell, GMDC president. “She will provide GMDC with additional thought leadership in both areas.”

Bakewell came up through the retail ranks of Kroger, from meat clerk at the store level to seasonal coordinator in headquarters. She joined Spartan in 2004.

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