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If you could see his future

Challenge
Type 2 diabetes is a global epidemic. Even so, few doctors truly appreciate the long-term impact inadequately treated diabetes can have on patients’ health. The challenge was to help doctors recognize a new, younger patient type, and inspire them to change their prescribing habits – the earlier they step up treatment, the less likely these patients are to experience serious diabetes-related consequences during their lives.

Extraordinary idea
A hard-hitting patient film telling the story of Diego, a man diagnosed with type 2 diabetes at the age of 44. As he sits in his chair, we can hear his thoughts and feelings. Seen by doctors worldwide at congresses and during rep visits, Diego has inspired doctors to change their prescribing habits for younger patients like him, before it’s too late.

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