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Novo Nordisk is Changing Possibilities in Hemophilia
Date:10/30/2009

PRINCETON, N.J., Oct. 30 /PRNewswire-FirstCall/ -- Novo Nordisk Inc. announced the re-launch of its changing possibilities in hemophilia(TM) campaign through a rebranded Web site and a new community on Facebook®. People living with hemophilia face many daily challenges, and Novo Nordisk is committed to helping this community realize that there is also a lifetime of possibilities.

These new online resources were created to engage and connect people in the hemophilia inhibitor community, which comprises only 800 to 900 Americans, with one another and offer easy access to financial, educational and community support programs that may help them live more normal lives.

"Many families impacted by hemophilia with inhibitors struggle to find tools, resources and support," said Eddie Williams, Vice President of Biopharmaceuticals at Novo Nordisk. "Through changingpossibilities-us.com and the changing possibilities in hemophilia(TM) Facebook Page, Novo Nordisk hopes to provide members of the inhibitor community with a unique forum to share and learn from others' experiences."

Hemophilia is a chronic, inherited bleeding disorder that occurs because certain blood clotting factors are missing or do not work properly. Spontaneous internal bleeding can occur, especially in the joints and muscles. Inhibitors are a serious complication that can develop after treatment in as many as 30 percent of people with hemophilia, most commonly in young children. These patients develop antibodies (or inhibitors) that circulate in the blood stream and actually neutralize, or attack clotting replacements, resulting in an increased risk of bleeding, arthropathy (or joint disease), physical disability and death.

Visitors to the new changing possibilities in hemophilia(TM) Web site can become a member of The Changing Possibilities Coalition and by registering, a $25 donation will be made to a local camp that members of The Coalition will choose. The camps promote personal growth for young people with bleeding disorders. Visitors to the site can also become involved in programs like The Consumer Council, a group of patients and parents who founded The Coalition and work with Novo Nordisk to create materials that empower the inhibitor community. Inspiring stories from people living with inhibitors are also featured on the Web site.

Visitors to the changing possibilities in hemophilia(TM) Facebook Page can learn from others' experiences and access Novo Nordisk resources including:

  • SevenSECURE®, a FREE service that may help manage the costs that come with having inhibitors
  • Event calendars
  • Helpful brochures on a range of topics including travel, surgery, treatment and sending a child with an inhibitor to school

Other sections of the Facebook Page will encourage fans to share their personal stories and perspectives. The Current Topic section is a monthly feature that will highlight issues impacting the inhibitor community such as early treatment and surgery. The Share Your Story and Share Your Dreams sections will enable fans to share more about their lives, challenges and hopes for the future. Monthly polls will also be featured.

"As children, my brother and I were the only people in my town living with hemophilia. The fact that I had an inhibitor, a complication my brother did not face, made me feel even more isolated," said Bob Hoyt, an adult living with an inhibitor. "Thankfully, today there are many more resources. Tools like changingpossibilities-us.com and the Facebook Page offer an effortless way for people in the inhibitor community to feel connected and supported."

For more information log onto www.changingpossibilities-us.com or http://bit.ly/CPHFB.

About Novo Nordisk

Novo Nordisk is a healthcare company with an 86-year history of innovation and achievement in diabetes care. The company has the broadest diabetes product portfolio in the industry, including the most advanced products within the area of insulin delivery systems. In addition to diabetes care, Novo Nordisk has a leading position within areas such as hemostasis management, growth hormone therapy, and hormone therapy for women. Novo Nordisk's business is driven by the Triple Bottom Line: a commitment to economic success, environmental soundness, and social responsibility to employees and customers. With headquarters in Denmark, Novo Nordisk employs more than 27,000 employees in 81 countries, and markets its products in 179 countries. Novo Nordisk's B shares are listed on the stock exchanges in Copenhagen and London. Its ADRs are listed on the New York Stock Exchange under the symbol 'NVO'. For global information, visit novonordisk.com; for United States information, visit www.novonordisk-us.com.

SOURCE Novo Nordisk Inc.


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SOURCE Novo Nordisk Inc.
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