Pharma > Communications to Healthcare Professionals

RESTORING HARMONY

PUBLICIS LIFE BRANDS RESOLUTE, London / NOVARTIS / 2016

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Film

Overview

Credits

Overview

Audience

Healthcare professionals globally (excl. US).

Specifically general practitioners and nurse specialists.

BriefExplanation

This is the story of an orchestra gone rogue, a metaphor for the two key defects of type 2 diabetes, and how Galvus and metformin work together to correct them.

The two sections, string and brass, are not playing at their best. Performers in the string section are attempting to play with broken instruments. They sound terrible.

Meanwhile, the brass section are simply playing badly. Some are too loud and some too quiet. The audience are dissatisfied and voice their feelings.

The only way this ensemble is going to play at their best is if two important characters join them on stage. Metformin is the luthier – someone who repairs string instruments. Once he’s finished his work, they sound much better.

The conductor is Galvus. By directing the brass section, he’s helped the orchestra sound professional again.

The audience is content, Galvus takes a bow and the curtains close.

BriefWithProjectedOutcomes

In the UK, pharma companies cannot promote prescription drugs, like Galvus, to consumers. This work is for healthcare professionals, medically accurate, fully substantiated and, although it's for use globally, adheres to the ABPI Code of Practice.

EntrySummary

Not applicable.

ScriptInEnglish

Glucose homeostasis.

A symphony of cells working in harmony to keep blood glucose at normal levels.

But what happens when type 2 diabetes strikes an unsavory chord?

These musicians are muscle, fat and liver cells.

In type 2 diabetes, they lose the ability to use insulin effectively.

This is insulin resistance.

And the problems don’t stop here.

Pancreatic islet cells play in the brass section.

These beta and alpha cells make inappropriate amounts of insulin and glucagon respectively.

This is called islet cell dysfunction.

Thanks to this duet of problems, blood glucose levels rise.

This could lead to serious conditions like coronary heart disease, nephropathy and retinopathy.

So, how can we get our orchestra back in tune and playing at their best?

With Galvus and metformin lies an answer.

Metformin helps the body’s cells use insulin more effectively to combat insulin resistance.

Now they’re playing like professionals again.

But what about the rogue islet cells?

Enter Galvus. Ohh now that sounds much better doesn’t it.

Together, Galvus and metformin help to correct the two core problems of type 2 diabetes.

Islet cell dysfunction and insulin sensitivity.

And, once again, harmony can be restored to glucose homeostasis.

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