Roche added a new component to its $14 million diabetes education campaign, which pairs healthcare practitioners with Roche staff to improve dialogue between diabetic patients and their caregivers.
Titled “Creative Coaching,” the program helps healthcare professionals with “the art of patient engagement,” said Luc Vierstraete, SVP and general manager of Roche’s US diabetes unit, in a statement. ”A worldwide strategic objective for Roche is to enable diabetes management,” said Vierstraete. “We take this very seriously. In the US alone, we have invested more than $14 million in the overall campaign. By locking arms with these dedicated healthcare professionals and providing them with a forum to improve patient self-care, we feel certain this can be achieved.”
”What I appreciated most was the purpose of the weekend [program], which was to increase the quality of our healthcare,” said Linda Filipi, a California-based registered nurse, in the statement. “For us that means how to become better educators—for Roche, it is how to offer quality products.”
Roche manufactures the Accu-Chek line of blood glucose monitors. The professional education program, Behavior Change through Patient Engagement, is multifaceted and includes a website with online tools and information, as well as how to effectively integrate Accu-Chek products into their practice.
From the August 01, 2009 Issue of MM+M - Medical Marketing and Media
