Drug giant Novo Nordisk's big white bus will soon roll into the USA. Officially known as the Novo Nordisk Changing Diabetes Bus, the vehicle is scheduled to visit a selection of towns in the USA between June and November. First, though, it's the turn of those lucky Canadians. The tour kicked off in Denmark back in September 2006 and goes under the banner "Changing Diabetes." Since Denmark, the bus and its crew have visited the following countries: Germany, the Netherlands, Belgium, France, South Africa, Australia, China, Japan, and Canada. (Cool job, huh?) The Canada sojourn will last a few more days - 'till June 12, to be exact - then it's time to cross the border into the US. Last stop is New York City, where the tour will end on November 14, which is World Diabetes Day. Oddly, the Novo "bus" is actually a big truck, at least according to the pics I'm viewing on Novo's snazzy website. I guess calling it a bus tour makes it sound a tad folksier...more Partridge Family, less soulless pharmaceutical empire? But I digress...The Changing Diabetes Bus tour is touted by Novo as an attitude-altering event with its high-tech educational displays that are housed on board the bus/truck. (See the website for a fun virtual tour of the bus.) A vehicle for change, if you will (yukkity yuk) designed to reach out to everyone: diabetics, their families, healthcare providers, as well as curious Average Joes. The specific purpose, says Novo, is to support the passing of a United Nations resolution on diabetes. Listen, I hate to be catty, but it's been an awareness-raising event in more ways than one, don't you agree? It's been a great promotional venture. An all around image-polishing exercise for Novo too. Hey, that's not to say this tour has not done good things to educate the public. I mean, it's good that mega-companies like that put aside money in the budget for feel-good, reach-out-to-the-community stuff. But let's be honest. Would they have put up the cash if their name wasn't plastered all over? Probably not.
1. I agree, and I question just how much this is really doing to "change diabetes" or whether its really just PR for Novo Nordisk. I would venture to guess that Novo never mentions that 56,000 people each year are treated for "adverse reactions" to insulin, mostly due to hypoglycemia. Its not that the people who are using insulin are dumb, either, its that the industry has never bothered to resolve insulin therapy's biggest flaw. And Novo touts that its next generation insulins will be even better ... yet both that are in clinical trials now are basal only, and the "improvement" they are touting is that weight gain is not as significant. IMO, that's not really a big improvement.
Posted at 4:28PM on Jun 1st 2007 by Scott