American Diabetes Association and Takeda Launch ConnecT2Day to Encourage Better Self-Management by Patients with Type 2 Diabetes

PRESS RELEASE

DEERFIELD, Ill., and ALEXANDRIA, VA, September 9, 2014 — Today, the American Diabetes Association (Association) and Takeda Pharmaceuticals U.S.A., Inc. (Takeda) unveiled ConnecT2Day

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, a program based on innovative research that offers new tools for health care professionals (HCPs) who are looking for additional ways to partner with patients in managing their type 2 diabetes. ConnecT2Day gathered input from both patients and HCPs through instant response dial testing and a nationwide survey, and identified important insights and optimal language to help guide conversations between HCPs and patients with type 2 diabetes.

“To help support the Association’s movement to Stop Diabetes

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, patients need educational and motivational information as they work each day to manage their disease,” said Marjorie Cypress, PhD, C-ANP, CDE, president, health care & education, American Diabetes Association. “Active self-management is key for people living with diabetes, and ConnecT2Day provides health care practitioners with the resources they need to help them better connect and converse with their patients about their health.”

ConnecT2Day resources for HCPs in the United States include an online professional engagement portal with details on research findings, dial testing results from focus groups, research methodology and downloadable tools, including a Patient Conversation Toolkit. Toolkit contents include a summary of research findings, as well as a pocket reference card to guide HCPs in holding successful conversations with their patients. All of these tools can be accessed at www.ConnecT2DayDiabetes.com.

Core ConnecT2Day Research Findings

Core ConnecT2Day findings include:

• Influencing Positive Behavior: Communication emphasizing the benefits of better self-management is more motivating to patients than the threat of potential complications.
• Listening to Build Trust: Patients are more likely to trust a HCP that they feel hears and understands them. When patients felt that they were being heard by their HCP, they reported feeling more committed to their type 2 diabetes treatment regimen.
• Optimizing Education: Straightforward, factual explanations of what is happening in their bodies resonated more strongly with patients, as opposed to metaphors or analogies.
• Building Confidence: When HCPs break down type 2 diabetes self-management skills into a series of manageable steps that realistically fit patients’ everyday lives, patients feel more optimistic about their ability to make lifestyle changes.

“Supporting health care professionals and ultimately patients is of utmost importance to us at Takeda, which is why we are delighted to collaborate with the American Diabetes Association on ConnecT2Day,” said Charles Baum, vice president and head, U.S. medical and scientific affairs, Takeda Pharmaceuticals International. “At Takeda, we recognize that health care professionals play a critical role in how their patients think about, and in turn, manage this complex disease.”

ConnecT2Day Research Approach

To develop the ConnecT2Day program, the Association and Takeda used an innovative research approach involving both qualitative and quantitative primary research of patients and HCPs throughout the United States. The research process began by collecting real-world messaging currently being used in clinical practice by HCPs and measuring that language’s resonance among patients and HCPs through focus groups, using instant response dial testing technology. Instant response dial testing is a computer-based system, which displays real-time measurement of participant reaction to any verbal communication. Through the instant response dial testing and the focus groups, researchers were able to understand what language resonated with patients, and why. To quantify and refine the findings, influential messages were further verified through a nationwide survey of patients and HCPs. The language and messages identified in the ConnecT2Day research process were then refined and developed into useful tools and recommendations, including the Patient Conversation Toolkit for HCPs. These resources aim to support HCPs and patients with type 2 diabetes so they remain informed, motivated and confident in their efforts to actively manage their condition.

About Type 2 Diabetes

Type 2 diabetes is the most common form of diabetes affecting millions of people globally. Approximately 19-20 million Americans have been diagnosed with type 2 diabetes. Type 2 diabetes is a progressive and chronic condition and patients should work with a HCP to manage and monitor their disease.Diabetes is the leading cause of kidney failure, lower limb amputations and new cases of blindness among adults in the United States.According to the American Diabetes Association, the United States health care expenditures for diagnosed diabetes (both type 1 and 2) were estimated at $245 billion in 2013.

About the American Diabetes Association

The American Diabetes Association is leading the fight to Stop Diabetes and its deadly consequences and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes. Founded in 1940, our mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information please call the American Diabetes Association at 1-800-DIABETES (1-800-342-2383) or visit www.diabetes.org. Information from both these sources is available in English and Spanish.

About Takeda Pharmaceuticals U.S.A., Inc.

Takeda Pharmaceuticals U.S.A., Inc., located in Deerfield, Ill., is the U.S. marketing and sales organization of Takeda Pharmaceutical Company Limited, Osaka, Japan. The company has a commercial presence covering more than 70 countries, with particular strength in Asia, North America, Europe and fast-growing emerging markets including Latin America, Russia-CIS and China. Areas of focus include cardiovascular and metabolic, oncology, respiratory and immunology, central nervous system, general medicine, and vaccines. Takeda is a research-based global company with its main focus on pharmaceuticals. As the largest pharmaceutical company in Japan and one of the global leaders of the industry, Takeda is committed to striving towards better health for people worldwide through leading innovation in medicine. Through strategic acquisitions, Takeda has been transforming itself, broadening its therapeutic expertise and geographic outreach. Additional information about Takeda Pharmaceuticals U.S.A., Inc. is available through its website, www.takeda.us.