Covidien campaign touts surgery for Type 2 diabetes

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Covidien is launching an educational campaign aimed at raising awareness of gastric bypass surgery as an option to treat type 2 diabetes among morbidly obese sufferers.

The “Our Resolution” campaign includes events aimed at both physicians and patients, and features Stacey Halprin, an “actress, author and frequent Oprah guest” whose struggle with morbid obesity and diabetes was chronicled by The Oprah Winfrey Show. At her heaviest, Halprin weighed 560 and suffered from type 2 diabetes. She underwent the surgery and is now down to 190 and diabetes-free.

A study recently published in The American Journal of Medicine found that the surgery, for which Covidien makes a number of devices, resolves type 2 diabetes in 77% of cases.

Our Resolution kicks off on Sunday at the annual convention of the American Society for Metabolic & Bariatric Surgery, where the company will be launching a professional site, www.bariatricspro.com, which includes micro-sites for surgeons, primary care physicians, bariatric coordinators and nurses.  On the patient side, the company will have a presence at several American Diabetes Association Diabetes Expos, where it will offer workshops and direct patients to www.bariatrics4diabetes.com.

"The medical and surgical communities are coming together to recognize that this surgery has a profound impact on type 2 diabetes in many cases," said Gene Stewart, global director for bariatric market development at Covidien. "We want to put that information in people's hands."

Morrissey & Co. is handling PR for the effort, and Rosetta is handling the digital assignment. The company plans to run journal ads and banner ads to drive traffic to the sites.
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