New Public Service Campaign in US to Raise Prediabetes Awareness

Miriam E Tucker

January 26, 2016

A new public service campaign aimed at raising awareness about prediabetes will feature resources for clinicians to facilitate patient engagement in diabetes prevention.

The campaign, jointly sponsored by the American Diabetes Association (ADA), American Medical Association (AMA), and Centers for Disease Control and Prevention (CDC), will run TV and radio ads and include an interactive text messaging initiative.

The campaign website features a short online test that people can take to determine their risk, along with lifestyle tips and links to the CDC's National Diabetes Prevention Program (DPP) sites across the country.

"We're hoping that people will visit the website and take a very simple test to see if they are at risk. If they are, the site will encourage them to go to their physician so they can have a discussion about screening and treatment," AMA president-elect Andrew W Gurman, MD, told Medscape Medical News. "Another major goal of this campaign is to foster a dialog between patients and physicians," he added.

Resources for Healthcare Professionals

Another AMA website includes a tab for healthcare professionals that links to a toolkit containing multiple resources for engaging patients and healthcare teams.

These include patient handouts on prediabetes and diabetes, a sample patient letter/email and phone script, flowcharts, algorithms for identifying patients with prediabetes, sample patient referral forms, and resources for connecting patients to local CDC-recognized DPP programs.

Dr Gurman said that, as physicians, "We don't have the resources in our offices to provide the kind of coaching that these DPP programs do....This campaign is a tremendous resource to augment what we do in our offices, to reinforce the advice we give, and to help us make people better. It's a great partnership."

Importantly, he noted, AMA and other professional organizations continue to push for passage of the Medicare Diabetes Prevention Act of 2015 (S 1131/HR 2102), a bipartisan bill that would provide Medicare coverage for the DPP.

The public service campaign was developed pro bono by Ogilvy & Mather New York for the Ad Council. As per the Ad Council's model, all media will run in entirely donated time and ad space.

Dr Gurman receives a stipend from the AMA. He has no other disclosures.

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