The 35^th Annual Congress of the European Association for the Study of Diabetes was held from 29 September to 2 October in Brussels, Belgium. Novo Nordisk had a particular interest in this year's congress because it marked the launch of NovoRapid™, the new rapid-acting insulin analogue that was approved in the European Community in September.

The first countries to launch NovoRapidTM in Europe were Switzerland, the UK and Germany. This year's EASD helped generate marketing momentum for the product. The congress attracted a record 10,150 delegates from more than 80 countries. The focal point for Novo Nordisk was the European launch of NovoRapidTM, but InnovoTM and NovoNorm^® (PrandinTM in the US) were also strongly featured.

Launch symposium
More than 1,500 delegates attended the NovoRapidTM launch symposium where internationally acknowledged diabetes experts presented their views and experiences with NovoRapidTM. Speakers also answered tough questions that encouraged delegates to realise that NovoRapid™ offers more than `flexibility' - the main benefit associated with competing products.
Results from a six-month study involving more than 800 patients with Type 1 diabetes were presented. According to the study, NovoRapidTM halved the risk of nocturnal hypoglycaemia compared with regular insulin. Major hypoglycaemia is one of the most serious and most feared effects of progressed diabetes. It occurs in up to 56% of adults and children with diabetes and can lead to `dead in bed syndrome'.
"By demonstrating that effective glycaemic control is possible while substantially decreasing the risk of major nocturnal hypoglycaemia, NovoRapid^TM represents a significant advance over soluble human insulin," commented Dr Lois Jovanovic from the Sansum Medical Research Institute in Santa Barbara, the US.

NovoNorm^® news
New data were presented on NovoNorm^® (repaglinide) during the scientific programme of the EASD. Of particular interest were the results of three international studies indicating that treatment with NovoNorm^® will significantly reduce blood glucose levels (measured by HbA_1c). At the same time, NovoNorm^® is not associated with weight gain, has a lower risk of hypoglycaemic events and is effective in combination with glitazone therapy.
"Weight gain and hypoglycaemia are two of the major problems facing people with diabetes and their physicians, and these trials present hard evidence that NovoNorm^® is an effective agent that provides additional clinical benefits," commented Professor Rüdiger Landgraf from Medizinische Klinik Innenstadt der Ludwig- Maximilians-Universität München Germany.

InnovoTM news
In addition to being part of the product display at the EASD exhibition stand, InnovoTM - Novo Nordisk's new insulin doser - was also presented at the FEND (Federation of European Nurses in Diabetes) meeting immediately prior to the EASD. The presentation attracted much attention from participating nurses, who were particularly impressed with the memory features of the device.
InnovoTM is perfectly suited for use together with NovoRapidTM. The very high level of convenience and ease of operation make it a perfect match for meal-related insulin injections needed several times a day. It was, therefore, natural for Novo Nordisk to also focus on InnovoTM at the EASD exhibition stand and during the presentations.
"People get anxious if they cannot remember when or if they took their last injection. And rightly so, because taking too much insulin can have fatal consequences. InnovoTM takes away this anxiety and as such improves patient confidence," said Debbie Hicks, diabetes specialist nurse from Hull, the UK.

A popular feature of this year's congress was the CyberCafe sponsored jointly by Hewlett-Packard, and Novo Nordisk. The arrangement gave participants a chance to check their e-mail, or learn more about Novo Nordisk's discovery and development pipeline, NovoCare® services, the NovoNet® system, NovoAlert® medical literature and Your Diabetes Web World®.

Exhibit stand
Novo Nordisk's stand was strategically located by the main entrance to the lecture halls. Also here, the focal point was NovoRapidTM. Lighting effects enhanced the brand logo and text messages and a revolving video encouraged delegates to learn about the NovoRapid^TM story.
An overnight newsletter containing the highlights of the NovoRapidTM launch symposium was also produced and distributed `hot off the press' at the stand and throughout the exhibition area.
Next to the NovoRapidTM exhibit were NovoNorm^® and InnovoTM. The close interrelationship between the different products was underlined, while it was also evident that what was on display was a complete palette of different products to be used on their own or in combination for the effective treatment of diabetes.

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