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“When you’re first diagnosed with a chronic condition, no one tells you how your illness is going to affect the non-medical aspects of your life,” said René Brooks, a contributor to the new Life Effects website launched by Teva at the International Alliance of Patients' Organizations (IAPO) Global Patient Congress in Miami. “My condition has affected my relationships, my career and my social life…and I wish I knew then what I know now.”
René is among a core group of patients who are sharing their first-hand perspective on what it’s really like to live with a chronic condition. Together they tell authentic stories, take a patient-centric look at recent thinking, and offer tips and technologies to help make things a little easier. Teva created Life Effects after speaking to more than 13,500 patients globally. “We learned that while physicians and other healthcare professionals were patients’ go-to experts when it came to diagnosing a condition and exploring treatment options, there wasn’t a central resource that patients could access on a daily basis when it came to living with a chronic condition,” said Iris Beck-Codner, Teva’s Executive Vice President for Global Brand and Corporate Communications. “We decided to tap into the knowledge and experience of patients themselves to help bridge the information gap.” Developed in collaboration with patients, Life Effects consists of articles, videos and podcasts that offer information, insight and inspiration for people living with one or more chronic conditions. It focuses on the impact a chronic condition has on a patient’s day-to-day life. “Teva touches the lives of millions of people across the globe on a daily basis. Life Effects is another way in which we demonstrate how we are aligning to meet the evolving needs and expectations of chronically ill patients around the country,” said Brendan O’Grady, Teva’s Executive Vice President and Head of North America Commercial. At launch, Life Effects will target U.S. patients and focus on four conditions: Attention deficit hyperactivity disorder (ADHD), asthma, depression and migraine. The U.S. launch will be followed by a rollout in Europe later in 2018 that will include an expanded list of conditions.Introducing Life Effects at the IAPO Global Patient Congress was a natural fit to this year’s theme of ‘Globally Empowered Patients: Building the Momentum.’ The perspectives and insights shared at the conference as well as on the Life Effects website provide a robust platform for continuing the dialogue about partner-centered healthcare by pharma companies, patient groups and others. Earlier this year, Teva announced a new brand positioning—Teva is committed to providing innovative and high-quality medicines to enable people around the world to live better days—and a visual identity, including a new logo. The brand unifies Teva’s businesses around the world after decades of acquisitions and incorporates the company’s untold story on how it impacts the lives of millions of people globally every day. “The new brand is integral to making our mission of bringing important medicines to patients easier to execute,” said Beck-Codner. “Life Effects underscores our fresh, updated approach to being more than the world’s largest medicine cabinet. It also demonstrates, in a tangible way, how we are evolving our proposition based on consumer and patient insights and putting patients at the heart of what we do each and every day.”