Diabetes Conversations Programme features customised, interactive Conversation Map™ Tools to support patients through the difficulties of living with diabetes

Cairo, Egypt - 4 May, 2008 - Eli Lilly and Company today launched a new diabetes educational programme, called Diabetes Conversations map , which provides patients and families with an understanding of the disease and a realistic outlook to help them continue living quality lives. The Announcement was made at a special press conference with Prof. Samir Helmy Asaad, Professor of Internal Medicine and Diabetes at Alexandria University and Prof. Ibrahim El-Ibrachy, Dean of the National Diabetes Institute as well as many of Egypt's top diabetes experts.

The first offering of the Diabetes Conversations programme is the unique educational Conversation Map™ tools, created by Healthy Interactions, a global leader in health education, and in collaboration with the International Diabetes Federation and supported by the MOH.

Designed for use in small groups of three to 10 patients, the Conversation Maps are 1 metre by 1.5 metre table-top visuals that foster a dialogue between diabetes patients and healthcare professionals.  The Conversation Map tools offer a distinct contrast to traditional methods of diabetes education by providing a dynamic, small group, discovery-learning experience, designed for better understanding, better self-management and better patient-healthcare professional interaction.  

Quote from Prof. El-Ibrachy

"Egypt has one of the highest incidences of diabetes in the world, many people who have the disease are not educated about the proper ways to manage it. Patients with diabetes need to know that with slight changes to their daily routines, they can continue leading valuable and rewarding lives. The Conversation Maps provide knowledge through dialogue with healthcare providers, ultimately improving the quality of life of Egyptians."

Through this major international programme, millions of people living with and treating diabetes will gain access to this innovative resource to help them overcome the daily challenges of living with diabetes.  In the Egypt, this programme is especially important given that the country has one of the highest rates per capita in the world.

The global impact of diabetes has reached epidemic proportions, personally affecting both individuals and societies at large.  By 2025, the IDF projects 380 million people will be diagnosed worldwide with diabetes.1

"People with diabetes often lack the support system and understanding to fully manage their lifestyle choices while living with the daily challenges of their disease," said Ayman Hassanein , Lilly Egypt country Manager  "Through this patient-focused programme, we will seek out and provide healthcare professionals with cutting edge educational resources, including proper training and materials, to help positively impact the lives of people with diabetes,".

The Conversation Map tools are designed to be culturally relevant, having been launched and customized in more than 40 countries and translated in more than 25 different languages. Trained healthcare professionals will facilitate discussions, which allow people with diabetes to explore diabetes-related health facts and discuss relevant topics in a peer setting.

To support the roll-out of the programme, Lilly will provide healthcare professionals with training free of charge to effectively conduct group sessions using the Conversation Map tools.

For more information about the Diabetes Conversations programme, please visit www.diabetes.healthyi.com.

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About Healthy Interactions, Inc.
A global leader in health education, Healthy Interactions, Inc. is devoted to driving Personal Health Engagement - our term for helping individuals commit to healthier actions. We create powerful educational approaches that inspire valuable insights which change personal health behaviours. We build partnerships with leading medical and disease associations, not-for-profit organizations, corporations, and caring healthcare professionals trained in our approaches, enabling millions of people to take control of their health and live their best lives. Founded in 2003, Healthy Interactions is headquartered in Chicago, Illinois, USA.

About IDF
The International Diabetes Federation (IDF) is the global advocate for more than 240 million people with diabetes worldwide. It represents 200 diabetes associations in more than 160 countries. Its mission is to promote diabetes care, prevention and a cure worldwide. IDF is an NGO in official relations with the World Health Organization and an associated NGO with the United Nations Department of Public Information. Additional information about IDF is available at www.idf.org.

About Lilly Diabetes
For more than 85 years, Lilly has been a worldwide leader in pioneering industry-leading solutions to support people living with and treating diabetes. Lilly introduced the world's first commercial insulin in 1923 and remains at the forefront of medical and delivery device innovation to manage diabetes. Lilly is also committed to providing solutions beyond therapy -- practical tools, education and support programs to help overcome barriers to success along the diabetes journey. At Lilly, the journeys of each person living with or treating diabetes inspire ours.

Issued by TBWA/Egypt, an exclusive Ketchum affiliate, on behalf of Eli Lilly (Suisse) S.A. For more information and opportunities to speak with diabetes specialists, endorsers or for more information on the Diabetes Conversations programme, please contact: Ziad Boghdady at 02 3304 4166 z.boghdady@tbwaegypt.com 

1 International Diabetes Federation Facts & Figures. http://www.idf.org/home/index.cfm?unode=3B96906B-C026-2FD3-87B73F80BC22682A. Last accessed 3 June 2008.

© Press Release 2009