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TV series for diabetes

Diabetes Shoppe will provide marketing and advertising support to the diabetes information hub for the diabetes community, dLife.

Diabetes Shoppe has announced that it has reached an agreement to provide marketing and advertising support to the diabetes information hub for the diabetes community, dLife.

Using print media, the Internet, radio and now television, dLife promotes awareness of and dialogue on diabetes. The show, which will be sponsored by Diabetes Shoppe, is a new television series about the diabetes lifestyle. It was first shown in March on CNBC.

Scott Robinson, director of Diabetes Shoppe retail programs, believes that dLife is a breakthrough in diabetes patient education. "We at Diabetes Shoppe are very excited to collaborate with dLife. We believe this elevates patient dialogue about diabetes, and is an unprecedented opportunity for more thorough and efficient communication with the diabetes community."

Howard Steinberg, chief executive officer of dLife said: "We're so proud to be in the company of Diabetes Shoppe as a leader in the diabetes community and a partner in diabetes care. Stepping up and recognizing the power the dLife model holds to drive more patient knowledge through mass media is a testimony to their concern for people with diabetes and their business vision."

dLife is a highly targeted direct-to-consumer media network for people who live with diabetes. It was founded by Steinberg, who has lived with diabetes since the age of 10, in recognition that less than 12 per cent of people with diabetes meet the recommended goals for care and control.

In May last year, Steinberg commissioned Marketing Technology Solutions to conduct research into the 18 million Americans who live with the disease. Respondents of the survey were people who either have diabetes or their family members. The research found that more than 94 per cent of respondents indicated they were not satisfied with the amount of information that is currently available about diabetes treatment and management. It also revealed that more than 76 per cent of respondents wish there was one trusted source they could turn to for all of their diabetes information. Nearly 75 per cent of respondents indicated they would be "likely" or "very likely" to tune in weekly to a TV program about diabetes.

The dLife media network will consist of dLifeTV, an upbeat diabetes lifestyle television series that will encourage viewers to take charge of their disease; dLifeRadio, reaching millions of listeners each day with the "dLife Minuteî; dLifeDirect, the first-ever comprehensive co-op direct mail program to reach over 2.5 million people diagnosed with diabetes; dLife.com, the ultimate interactive center for the diabetes community, as well as other dLife programmes.

2nd September 2008

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