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Mylan joins forces with Disney on allergy treatment

Builds on its 2014 deal with the firm for its EpiPen treatment

Disney 

Mylan is once again teaming up with the US entertainment giant Disney to raise awareness about potentially fatal allergic reactions.

The US generics drugmaker said it will use new resources - that feature Disney content and programming - to help families living with potentially life-threatening allergies understand the importance of anaphylaxis awareness while ensuring they are ready to respond in case a life-threatening allergic reaction occurs.

The new resources include an educational website, MyAllergyKingdom.com, a children's story book and cookbook, and food allergy-friendly programming at the 2015 Epcot International Food and Wine Festival this fall.

Mylan's CEO Heather Bresch said: “Mylan has been a leader in the efforts to educate families about severe allergies, the importance of avoiding allergic triggers and being ready to respond to anaphylaxis. Our expertise coupled with the magic of Disney storytelling can help support families managing severe allergies in an effective and engaging way.

“We are thrilled to be able to bring these initiatives to life for the nearly 43 million people affected by severe allergies across the country who need support.”

MyAllergyKingdom.com has launched this week and provides recommendations, tips and real-life stories from experts and parents.

The materials on the website help address a serious topic that can sometimes be frightening in a non-threatening way. The website will be updated every month with new educational content, including:

•    Expert tips and tricks from parents who share smart strategies for managing severe allergies.
•    Tips for newly diagnosed patients to help find their "new normal" for living with severe allergies.
•    Recipes for meals and treats the whole family will love - all free of the top eight food allergens.
•    Blog posts from 'food allergy mums' Angie and Teresa highlighting their own families' stories.
•    Crafts and projects specially designed for children with severe allergies, as well as information about local events.

 This builds on a deal between the two firms signed last year to enhance access to Mylan's EpiPen (epinephrine) for severe allergic reactions.

This also comes as completion to the drug has increased since the launch of a rival product from Sanofi's Auvi-Q.

A number of pharma firms have already used similar marketing tools to help target children and families: Lilly recently launched a new book about Coco, a monkey with Type 1 diabetes, while Sanofi in 2013 created the 'Monster Manor' app, which was also designed to help children with type 1 diabetes better manage their condition.

Article by
Ben Adams

18th August 2015

From: Marketing

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