DAIICHI SANKYO EUROPE initiative “Improvement through Movement

Munich, October 20th - "We are delighted to present our brand new initiative “Improvement through Movement”. 

This exercise programme is designed for osteoporosis patients and most importantly the whole programme has been fully endorsed by the International Osteoporosis Foundation who not only congratulated us on this great programme but also wish to feature it on their website during World Osteoporosis Day on the 20th October which is when we will launch it. To have such important endorsement is sure to help it’s success and goes a long way in building a relationship with this powerful group and DAIICHI SANKYO EUROPE.

The whole programme was overseen and is introduced by Europe’s leading Professor of Bone Medicine, Professor Juliet Compston and is endorsed by International choreographer and Ex Strictly Come Dancing judge Arlene Phillips. We are very happy to announce that Erin Boag a professional dancer who is appearing in the current season of the BBC’s Strictly Come Dancing (to view Erin click here) beautifully choreographs the exercises.

The need for such a programme arises because millions of postmenopausal women suffer bone disease
Two hundred million women worldwide suffer from osteoporosis.1 If you live in Europe, you have a 30 to 50% chance of suffering a fracture due to osteoporosis during your life.2

Although it is among the biggest medical challenges facing postmenopausal women, few women know about the disease or the simple steps you can take to prevent it.

So what is osteoporosis?
Osteoporosis is a disease that causes your bones to become fragile and break more easily. Around 80% of sufferers are women because their bones naturally thin after the menopause as they lose the protective effects of the hormone oestrogen.3

Oestrogen is a female sexual hormone produced in your ovaries that controls, among other things, your monthly cycle. When you stop having periods, your bones become weaker over time.

It is also a silent disease because postmenopausal women often don't suffer symptoms until they fracture a bone. They may not even notice the first spinal fracture, but additional fractures can cause pain and lasting disability.4

It's shocking to think that women over 45 spend more days in hospital due to osteoporosis than other, better-known diseases like diabetes or breast cancer.5

Luckily, there are simple, natural steps every woman can take to maintain healthy bones. Adopting a “bone-friendly” lifestyle today can help you reduce your risk of postmenopausal osteoporosis and fractures.

What are these easy steps?
Sunlight:
Getting out-and-about in the summer is one of the simplest ways you can maintain strong, healthy bones. Going outside regularly during the longer, lighter days exposes your body to sunlight, which it can turn into Vitamin D.6

Vitamin D:
Vitamin D is essential for absorbing calcium - a major building block for bones – from food.7 Around 99% of the calcium in your body is stored in the skeleton. So calcium-rich foods are also a crucial part of a “bone-friendly” diet along with plenty of fruit and vegetables.

Calcium:
Foods rich in calcium include: dairy products like milk and yoghurt; tofu; almonds; some vegetables like broccoli and spinach; and fish with edible bones like salmon and sardines – the calcium is in the bones!8 Remember to choose skimmed milk and low-fat yoghurt.

Exercise:
Walking, playing tennis or dancing in the sunshine combines the benefits of Vitamin D with those of regular exercise. Exercises like walking and dancing that place weight on your bones help strengthen them.6 Exercise also builds muscle and improves balance and flexibility. This is crucial since, as you get older, you're more likely to be susceptible to falls and breaking bones.

Do not smoke and drink less alcohol
Everyone knows that drinking too much and smoking is unhealthy. It's bad for bones too. Drinking less reduces bone loss rates and your risk of falling over. Stopping smoking can help your body absorb more calcium from food.4

Osteoporosis can have a major effect on your quality of life, but you can protect yourself by making simple lifestyle changes. It is never too early to start!

About World Osteoporosis Day
World Osteoporosis Day, which takes place on October 20th this year, provides an all-important focal point for informing and educating the general public and policy makers about the prevention of a disease which still suffers from poor general awareness. With the number of participating countries and scheduled events increasing steadily year by year, the impact of World Osteoporosis Day has grown significantly. World Osteoporosis Day 2009 will be the second year of a 'call to action' campaign.


<sup>References:
1. Peters KM (Hrsg). Knochenkrankheiten. Darmstadt: Steinkopff 2002, 45
2. Randell A, Sambrook PN, et al. Direct clinical welfare costs of osteoporotic fractures in elderly men and women. Osteoporos Int 1995; 5: 427
3. Eastell R, Boyle IT, Compston J, et al. Management of male osteoporosis: Report of the UK Consensus Group. Qjm 1998; 91:71
4. Osteoporosis: Watch your back. Last accessed 2nd October 2009.
5. Kanis JA, Delmas P, Burckhardt P. Guidelines for diagnosis and management of osteoporosis. The European Foundation of Osteoporosis and Bone Disease. Osteoporos. Int 1997; 7: 390
6. Patient UK. Osteoporosis.  Last accessed 2nd October 2009.
7. Office of Dietary Supplements. National Institutes of Health. Dietary Supplement Fact Sheet: Vitamin D.  Last accessed 2nd October 2009.
8. International Osteoporosis Foundation. Good Nutrition for Healthy Bones.  Last accessed 2nd October 2009</sup>


For journalist only:
Please click on the link to see the launch of this educational program 

For physicians only:
Please click on the link and register to see this educational program located on password protected side

Please contact DAIICHI SANKYO in your country (see affiliates) if you would like to order a DVD:
The educational programme will be available to patients on DVD through their physician practices. The DVD is subtitled into several languages. Physicians can only give this educational programme to patients.

Patients are advised to consult their physician or healthcare practitioner before undertaking any form of physical exercise.

In some countries, the DVD will be available end of 2009.

Contact:  

Dr. Iris Marr
International Brand Manager
Phone +49(0)89/78 08-807
iris.marr@daiichi-sankyo.eu

Olaf Lamberz
Corporate Communications
Phone +49(0)89/78 08-442
olaf.lamberz@daiichi-sankyo.eu