Wednesday, August 27, 2014

6th Annual Blondes vs. Brunettes Buffalo Powder Puff Football Game

To Benefit the Alzheimer’s Association WNY Chapter



Buffalo’s favorite Blondes and Brunettes are trading in their stilettos for cleats, dresses for jerseys, make-up for mouth guards, and manners for tackles as they battle it out on the gridiron for the 6th Annual Blondes vs. Brunettes Powder Puff Football game to benefit the Alzheimer’s Association WNY Chapter!

If you’ve seen these ladies in action then you know - the plays are real, the tackles are real, and the bruises are real. And with one tie and two wins for both teams, this game is going to be a real nail-biter as we find out who the true Grand Champion really is! It will be intense, it will be fun, and it will be worth the $10 donation to watch these ladies TACKLE ALZHEIMER’S!



Blondes vs. Brunettes is part of a national organization in over 35 cities dedicated to raising funds and awareness for Alzheimer’s. Taking place in cities like Dallas, New York City, San Francisco, and Denver, BvB has raised over $4M in the fight to end Alzheimer’s disease! Now is your chance to watch this family-friendly game as it takes place right here in Buffalo! Don’t miss Hall of Famer Andre Reed as he joins us for the coin toss!

So join us on Saturday, September 20th at Sweet Home High School. Kick-off is at 2:00pm. Tickets are $10, kids 12 and under are free. All of the proceeds go to the Alzheimer’s Association WNY Chapter. Tickets are available on the BvB Buffalo website (www.bvbbuffalo.com) or at the event.

Monday, August 25, 2014

SCHOFIELD RESIDENCE AND HOSPICE BUFFALO OPEN SERENITY AT SCHOFIELD NEW HOSPICE UNIT

Kenmore NY Sept. 9, 2014– An enhanced partnership with Schofield Residence and Hospice Buffalo, Inc. begins today with the opening of Serenity at Schofield, a new Hospice unit at Schofield Residence. The 10-bed unit is available to any hospice-eligible resident that is in need of 24-hour nursing care.

“Schofield is pleased that our partnership with Hospice Buffalo will provide a dedicated area for the comfort and care we will mutually provide,” said Edward Gray, president of Schofield Care, a not for profit organization which began in 1910.

Rooms within Serenity at Schofield are uniquely designed to provide a nurturing, homelike environment for both patients and their families to enjoy.

“All Americans deserve quality care at the end of life – it's a fundamental part of living,”said Patricia Ahern, CEO of The Center for Hospice & Palliative Care. “We are honored to build upon our partnership with Schofield Residence, an organization of excellence that we have worked with for twenty-one years. Serenity at Schofield will allow patients in the advanced stages of illness to remain in familiar and supportive surroundings while receiving palliative (comfort-focused) care. Hospice Buffalo’s multidisciplinary team will work directly with Schofield’s team to provide additional medical care, emotional support, and guidance to patients and their families during this distressing time.”

Hospice care is focused on providing comfort and dignity to any person with an illness whose life expectancy is measured in months, rather than years. Clinical studies show hospice patients often live longer than those who do not receive hospice care. The Hospice team of physicians, nurse practitioners, nurses, medical social workers, and pastoral care chaplains are available around the clock to provide urgent visits as well as support. In addition, music and massage therapists, certified nursing assistants and trained hospice volunteers can provide important one to one support to enhance the well being of the resident with serious illness.

Serenity at Schofield features warm colors and new furniture with cozy recliners as well as a private family dining room, sunny atrium, and library.

Serenity at Schofield is the fourth dedicated Hospice unit in Erie County. Hospice Buffalo serves more than 500 patients a day in homes, hospitals, and home-like settings. It is the only licensed hospice program in Erie County and is certified by Medicare.

For more information Contact: Rosemary J. Collins, APR, Dir. of Public Relations & Community Marketing at 716-686-8259 or 716-345-2500 and rcollins@palliativecare.org or Mary Lou Tarquini de la Plante, Dir. of Community Relations, Schofield Residence at 716-874-1566 Ext. 324 or mldelaplante@schofieldcare.org

Friday, August 22, 2014

Niagara Falls Selected for Five-Year Way to Wellville Challenge

Esther Dyson-backed nonprofit will bring support from national partners while generating new evidence about what produces better health

August 14, 2014 – (Niagara Falls, NY) – After a nationwide search that drew 42 applications from 26 states, Niagara Falls has been selected as one of five communities to participate in the five-year Way to Wellville challenge. The announcement was made today by the challenge sponsor, HICCup (Health Initiative Coordinating Council, www.hiccup.co), a nonprofit founded by angel investor Esther Dyson to encourage new models and markets for the production of health.

Led by Create a Healthier Niagara Falls Collaborative, Niagara Falls will work with HICCup and a network of partners over the next five years to produce visible improvements in five measures of health and economic vitality. The community will receive support in the areas of data and measurement, evidence-based health solutions, and innovative financing strategies. Rigorous evaluation will measure the impact of specific health initiatives, reinforced by a coordinated, community-wide approach, while generating new insights and market opportunities for producing health.

Mayor Paul Dyster stated, “We are so pleased to be chosen as one of the five cities in this extraordinary health initiative.  This will go miles in improving the quality of life for our citizens.  We look forward to working with the HICCUP organization for the next five years and I thank all of our Create A Healthier Niagara Falls Task Group members who are working diligently to enhance the growth and health of Niagara Falls, NY”.

HICCup’s founder, CEO and four-person advisory board selected the Wellville Five from a highly competitive field, beginning with 42 community applications in May and culminating in site visits to 10 finalist communities in July and August. The group of five was selected based both on each community’s readiness for success and on the group’s diversity in geography, demographics, and lead organization. (See related blog post: http://hiccup.co/news/blog/hiccups-summer-vacation-the-way-to-wellville-grand-tour/)

“We were looking for five extraordinary communities – and we found many more than that,” said Esther Dyson, HICCup founder. “This is encouraging because the idea is not just to make a measurable difference in five places, but to demonstrate how a comprehensive approach to health can work and be replicated in many other communities around the country.”

“Over the next five years, Niagara Falls and four other communities will lean in, with support from diverse stakeholders, citizens, partners and investors, as well as shared learning, to demonstrate the impact of multiple reinforcing health initiatives,” added Dyson. “We’ll be measuring everything to see what makes the greatest impact: from healthier school lunches and better housing, to early childhood education and economic development, to active social networks and workplace wellness.”

About Niagara Falls
Niagara Falls, New York (population 49,722), led by Create a Healthier Niagara Falls Collaborative and partners, aims to improve the social determinants of health, such as transportation, housing and employment; shift culture through greater community engagement; and address teen pregnancy, childhood obesity and other chronic diseases by coordinating community services. Over 50 organizations are engaged in this initiative.

About the Wellville Five
The other Wellville Five communities are: Clatsop County, Oregon; Greater Muskegon, Michigan; Lake County, California; and Spartanburg, South Carolina. Each has its own focus, as described below, but all of them, with HICCup’s encouragement, will also work to improve child nutrition, the overall food environment, local social conditions, and the local provision of preventive and chronic disease care.

·      Clatsop County, Oregon (population 37,301), led by Columbia Pacific Coordinated Care Organization and partners, will focus on chemical dependency, mental health, access to primary care medical homes, employment, obesity and food access, prenatal education and care, and so-called time banking, which lets community members exchange services based on available time, skills and needs.
·      Greater Muskegon, Michigan (population 79,275), led by Public Health – Muskegon County, will address smoking, adult obesity, post-secondary education, and social/emotional support, by leveraging strong partnerships with the Rotary Club and others already collaborating in Muskegon’s “1 in 21” campaign to become the state’s healthiest county by 2021.
·      Lake County, California (population 63,983), led by North Coast Opportunities and partners, will integrate preventive and clinical health services to address obesity and other chronic physical health issues, substance abuse, and mental and emotional health, while creating new measures to support long-term sustainability and financing.
·      Spartanburg, South Carolina (population 37,238), led by the Mary Black Foundation and partners, will focus on access to care, obesity, kindergarten readiness, and community pride – often referred to as social capital – which is linked to health indicators and the capacity of communities to engage support for initiatives that improve those indicators.

The Journey Ahead
To kick off the five-year health challenge, leaders from Niagara Falls and other Wellville communities will attend HICCup’s Next Step to Wellville conference, September 16 to 18 in Tampa, Florida. Next Step will introduce community leaders to one another and to innovators in health data, solutions, and financing to explore opportunities for partnerships. See: http://hiccup.co/wellville-conference/.

“HICCup and its partners will support the Wellville communities in much the same way that a startup accelerator supports a promising business idea and leadership team,” said HICCup CEO Rick Brush. “In this case, the community is the startup – and the community’s product is health.

“Just like a business startup, the community sets its course, develops its plans, negotiates with suppliers, measures its impact, and changes course as appropriate,”  Brush noted. “Along the way, we’ll connect Wellville communities with health and policy experts, solution providers, funders and investors – all with an interest in testing and financing innovative health strategies.”

About HICCup
HICCup stands for Health Initiative Coordinating Council. It is a nonprofit supported since mid-2013 through charitable contributions from Esther Dyson, in-kind resources, and extensive field research and development among a growing group of guiding organizations, partners and communities. HICCup is fiscally sponsored by New Venture Fund (www.newventurefund.org). Additional partners, funders and collaborators are encouraged to visit www.HICCup.co and contact rick@hiccup.co.

To learn more contact Shelley Hirshberg, sbh7274@gmail.com, 716-228-8459




Thursday, August 21, 2014

New health, fitness & cooking show aims to help individuals lose weight, drop fat and improve their life

Live It Fit Now!

(USA Today & TV Fitness & Food contributors Dr. Derek Alessi & Chef Steve Binks help viewers with their weight loss, grocery shopping & healthy goals

September 2014 – (Buffalo NY), Executive Producers & hosts Dr. Derek Alessi & Chef Steve Binks announced the release of their new TV show Live It Fit Now! The show is a 30-minute, weekly program that will air beginning September 20th in Cleveland on WKYC, NBC Ch3 and September 21st in Buffalo on WGRZ, NBC Ch2.

The focus of the show is to help individuals lead a healthier life. Using productive exercise, smart grocery shopping, and delicious recipes, Alessi and Binks encourage viewers to make healthier choices. They will also answer many exercise and nutrition questions and provide viewers with workable health tips.

What’s more, two individuals in need of a physical and healthy makeover will be showcased each week. They will learn how to overcome personal health, strength and weight struggles to accomplish their fitness goals. Through productive exercise, they will show how even busy individuals can find the time to get more out of their workouts. Also, the show demonstrates how it’s not about dieting or calorie restriction, rather balanced nutrition as a lifestyle.

Alessi said, “I’m excited to showcase segments in various locations, such as the grocery store, fitness equipment store, beauty salon, clothing store and kitchen.” “I think it gives viewers a better sense of how they can work this into their day.” Derek Alessi holds a Ph.D. in Health and Physical Education as well as a Masters Degree in Nutrition. He is the author of 8-books including Lose Fat Forever, The Bermuda Triangle Diet and Resolution Reset. He’s also the owner of a personal training center - Alessi Fitness and creator of the Live It Fit Event. In addition, he was the co-host of The Healthy Zone (WGRZ Ch2 Buffalo) from 2010-2014. Lastly he’s a health and fitness contributor for USA Today and Gannett TV stations in several markets.

Steve Binks – is a classically trained chef. He is the author of 4-books: Seasons Meals Systems and owner of Chef Binks Inc a private meal preparation company. Binks was a co-host of The Healthy Zone (WGRZ Ch2 Buffalo) and is also a food contributor for USA Today and Gannett TV stations in several markets. 

For more information contact Derek Alessi at 716.609.3595 or derek@alessifit.com

Combination Nicotine Replacement Therapy Boosts Success Rate for Smokers Looking to Quit

Collaborative study of uninsured smokers finds benefit from pairing nicotine patches with quitline support

BUFFALO, N.Y. — Uninsured smokers who used nicotine replacement therapy (NRT) patches in combination with NRT lozenges nearly doubled their quit rates when using the support of a quitline, according to a study published online ahead of print in the Journal of Smoking Cessation.

A team of scientists from Roswell Park Cancer Institute (RPCI), the Medical University of South Carolina, Yale University School of Medicine and the University at Buffalo (UB) evaluated the smoking quit rates of more than 3,000 daily tobacco users who contacted the New York State Smokers’ Quitline. One group of heavy smokers was given a free two-week supply of nicotine patches. A second group of heavy smokers was provided a free two-week supply of both nicotine patches and lozenges. Supportive counseling and follow-up calls were provided by trained Quitline specialists.

The results indicated that combination NRT was no more effective in a single-type therapy overall. However, subgroup analyses provided useful insights into reaching and assisting heavy and uninsured smokers. For example, the use of combination therapy can result in higher quit rates among groups reporting a lower socioeconomic status (SES) and lower nicotine dependence.

“We know that people with lower socioeconomic status are more likely to start smoking, more likely to smoke more heavily and less likely to quit. This study found that the group of heavy smokers benefited more from combination NRT coupled with Quitline counseling, and therefore were more successful in their quit attempts,” said senior author Shannon Carlin-Menter, Ph.D., now a Research Assistant Professor in the Department of Family Medicine at UB, who conducted the research as director of evaluation for the Quitline.

“This study offers significant public health implications for the delivery of evidence-based cessation treatment,” added Andrew Hyland, Ph.D., Director of the New York State Smokers’ Quitline, Chair of the Department Health Behavior at RPCI and a co-author of the study. “Quitlines reach underserved populations that often have limited access to in-person cessation treatments. The combination of nicotine replacement when offered in context of a quitline may offer real advantages to smokers from lower socioeconomic strata,” continued Dr. Hyland, who also holds a faculty appointment at UB.

Findings of note:
Quit rates were higher for those given combination therapy compared to those given a single therapy, although they were not significantly different overall.

Specific subgroups, including uninsured smokers, using combination therapy compared with uninsured smokers using a single therapy had significantly higher quit rates.

The offer of a free supply of nicotine medication was rated as “very important” by smokers in both groups.

NRT usage was higher among those who received combination therapy compared to those who received a single type of therapy.

Reported relief from cravings was significantly greater among those who received the combination therapy.

The estimated cost of providing NRT was lower among the uninsured participants receiving combination therapy versus those receiving a single therapy, due to the difference in the quit rates.

“In an analysis of subgroups of smokers, researchers found that the smoking quit rates of uninsured participants who received combination NRT were significantly higher than the smoking quit rates of uninsured participants who received a single type of NRT. These data provide insights on the ability of quitlines to reach and assist disadvantaged groups with quitting,” added co-author Laure Krupski, Ph.D., a Training and Development Content Manager at RPCI.

“This study provides valuable insights for quitline managers who are coping with declining budgets and increased demand for services,” continued Martin Mahoney, M.D., Ph.D., a Professor of Oncology in the Departments of Medicine and Health Behavior at RPCI who also holds a faculty title at UB and is a co-author on the paper. “These findings and future research provide quitlines with the ability to make targeted and informed decisions regarding providing nicotine replacement therapy to callers.”

Smokers who participated in the study were callers to the New York State Smokers’ Quitline, which is part of Roswell Park Tobacco Cessation Services. The Quitline offers evidence-based and innovative tobacco cessation services that help tobacco users break their addiction to nicotine. Telephone and technology-based services are provided and include quit coaching, stop-smoking medications and information or referrals to additional resources. For more information, call 1-866-NY-Quits or visit www.nysmokefree.com.

The study is “Cost and Effectiveness of Combination Nicotine Replacement Therapy Among Heavy Smokers Contacting a Quitline.” The research was funded, in part, by the New York State Smokers’ Quitline and by National Cancer Institute (NCI) grant P30CA016056, RPCI’s Cancer Center Support Grant from the NCI.



Roswell Park Cancer Institute Again Included on ‘Great Oncology Programs’ List

Annual Becker’s Hospital Review feature highlights leaders in cancer care, patient outcomes and research

BUFFALO, N.Y. — Roswell Park Cancer Institute (RPCI) has once again been included on Becker’s Hospital Review’s “100 Hospitals and Health Systems With Great Oncology Programs,” an annual list of centers that are national leaders in patient care, cancer outcomes and research

In selecting facilities for its “Great Oncology Programs” feature, the Becker’s editorial team analyzed data from U.S. News & World Report cancer rankings, Truven Health Analytics, CareChex cancer care rankings, National Cancer Institute designations, the American College of Surgeons Commission on Cancer accreditations, American Nurses Credentialing Center (ANCC) designations, and awards and Blue Distinction Center recognition from the BlueCross BlueShield Association.

“Roswell is a National Cancer Institute-designated comprehensive care center and has set itself apart as a leader in surgical robotics, vitamin D research, immunotherapy and vaccine therapy, studies targeting tumor microenvironment and cancer prevention and the development and testing of new agents and technology,” Becker’s notes in its description of RPCI.

Becker’s Hospital Review’s 2014 Great Oncology Programs list, including a profile of RPCI, can be found at:http://www.beckershospitalreview.com/100-oncology-programs-to-know-2014/100-hospitals-and-health-systems-with-great-oncology-programs-2014.html

Becker’s Hospital Review is a bimonthly news publication with approximately 18,500 readers.

Cancer Answers: “Below the Belt” Gynecologic Cancers: What you need to know about your Gynecological Health

When: Tuesday September 2, 2014 from 6-8pm 

Where: American Red Cross (Rear Building) 

786 Delaware Ave. Buffalo, NY 14209 

Gynecologic Cancers: What you need to know about your Gynecologic Health. We all know about our breast health...but what about other female cancers? What's healthy, what's not? Your Pap smear only tests for cervical cancer, not uterine or ovarian. Everything you've been afraid to ask...and everything your mother didn't tell you. With Experts: Dr. Stacey Akers, Gynecologic Oncologist from the Piver Center for Women's Health & Wellness at Catholic Health & Roswell Park Cancer Institute & Dr. David Marchetti, Gynecologic Oncologist from CCS Oncology

When cancer starts in a woman’s reproductive organs, it is called gynecologic cancer. The five main types of gynecologic cancer are: cervical, ovarian, uterine, vaginal, and vulvar. Only one gynecologic cancer, cervical cancer has a screening test – the PAP test, which can find this cancer early, when treatment can be most effective. Since there is no simple and reliable way to screen for any gynecologic cancers except cervical cancer, it is especially important for women to know & recognize warning signs, and learn if there are things you can do to reduce your risk.

Treatments for gynecologic cancer varies, and depends on the type of cancer and how far it has spread. There is no way to know for sure if you will get a gynecologic cancer. That's why it is important to pay attention to your body and know what is normal for you, so you can recognize the warning signs or symptoms of gynecologic cancer.

Studies have shown that for ovarian cancer, less than half of all women diagnosed are getting the right surgery and treatment in the first year of their disease that can impact their overall survival. Gynecologic cancer incidence is expected to increase in the future.

www.wnyovariancancerproject.org.

For more information:
Kathleen Maxian, President
kmaxian@wnyovariancancerproject.org
716-946-6437

Dr. Gaurav Jain, an Interventional Pain Management Physician, Joins the Brain and Spine Center, Invision Health

Dr. Gaurav Jain, an Interventional Pain Management Physician, will be joining the medical staff of the Brain and Spine Center, Invision Health on Tuesday, September 2, 2014. He will be treating patients in the Williamsville and Niagara Falls offices.

As part of the Invision Health multidisciplinary approach to healthcare, Dr. Jain will assist other specialists in the diagnosis and treatment of pain. Some of the conditions he will  commonly treat include back pain, neck pain, muscle and joint pain, nerve pain and chronic headaches. He may prescribe medications, physical therapy and/or interventional techniques such as epidural steroid injections, trigger point injections, nerve blocks and a host of other diagnostic and pain relieving procedures.

Dr. Gaurav Jain specializes in interventional pain management and anesthesiology and also has expertise in internal medicine and psychiatry. Dr. Jain completed his Bachelors in Medicine and Surgery at King George Medical University in India. His Postdoctoral training included a Fellowship in Pain Medicine and Anesthesiology at the University of Pittsburgh Medical Center, in Pittsburgh, Pennsylvania.  He completed residencies in Internal Medicine and Psychiatry at the Southern Illinois University School of Medicine in Springfield, Illinois where he served as Chief Resident.

Besides being an active physician, Dr. Jain is also a prolific researcher and has published many peer-review articles. He has been invited as a guest presenter at a host of medical conferences and has been recognized for his  patient education and physician volunteer efforts. Dr. Jain has been the recipient of many academic and clinical awards for his outstanding achievements.

Dr. Jain is licensed in the States of New York, Pennsylvania and Illinois. A few of his professional affiliations include membership in the American Society of Anesthesiologists, the American Society of Interventional Pain Physicians, the American Pain Society and the American Academy of Pain Medicine. In addition to his love of medicine, Dr. Jain enjoys spending time with his family and is an avid photographer.

For more information regarding Invision Health, Diagnostic Imaging Associates, the Brain and Spine Center, Madonna OB GYN, Suburban OB/GYN, and Spa400, please visit www.InvisionHealth.com or call 716-631-3555.

To schedule an appointment with Dr. Gaurav Jain, please call our office at 716-631-3555 ext. 318

Dr. Michael Giglio, Neurologist, Joins the Brain and Spine Center, Invision Health

Dr. Michael Giglio, Neurologist, is joining the Brain and Spine Center, Invision Health on October 1, 2014.  He will be treating patients in our Williamsville office located at 400 International Drive and in our office  at 7060 Erie Road in Derby.

As a neurologist, Dr. Giglio will investigate, diagnose and treat disorders of the nervous system. Some of the more commonly encountered conditions he treats include headaches, radiculopathy,  neuropathy,  stroke, dementia, Alzheimer's disease, Parkinson's disease,  multiple sclerosis, epilepsy,  deformities of the spine, head traumas, sleep disorders and neuromuscular diseases.

Dr. Giglio completed a neurology residency at State University of New York Upstate, in Syracuse, NY. His internal medicine internship was served at the University of Massachusetts Memorial Medical Center, Worcester, MA. In addition, he completed a neurobehavioral fellowship at Strong Memorial Hospital, Rochester, NY and earned his medical degree from Ross University School of Medicine.

For more information regarding Invision Health, Diagnostic Imaging Associates, the Brain and Spine Center, Madonna OB GYN, Suburban OB/GYN, and Spa400, please visit www.InvisionHealth.com or call 716-631-3555.

To schedule an appointment with Dr. Michael Giglio, please call our office at 716-631-3555 ext. 318.

Why You Should Take Your Medication

New report cites medication adherence as a multi-billion dollar health improvement opportunity across upstate NY

Upstate New York adults who fail to adhere to the prescriptions written by their health care providers to address their medical conditions risk their health and add billions of dollars in avoidable health care costs annually, according to a regional analysis issued today by Univera Healthcare. 

"The opportunity for health improvement and real cost savings is nothing short of astounding," said Mona Chitre, Pharm.D., Univera Healthcare vice president and chief pharmacy officer. 

The report relied on medical literature estimates for the national problem of medication nonadherence and applied them to estimates of adults living with high blood pressure, diabetes, high cholesterol and depression statewide and in upstate New York. The four conditions studied were selected because of their prevalence, the availability of safe and effective medication therapies, and the established link between medication nonadherence and adverse outcomes. Estimated costs involving the four conditions are not additive, because many people have multiple health conditions. 

The fact sheet, "Medication adherence among upstate New York adults:  A multi-billion dollar health improvement opportunity," is available at Univerahealthcare.com/factsheets

"Hundreds of thousands of upstate New Yorkers who have the four conditions we reviewed are not getting the real benefit of their medicines, and there are many other medical conditions we didn't evaluate, so the numbers are understated," Chitre said. "To stay healthy, patients who have medical conditions should take their medicines as directed by their physicians. Doing so will also help them avoid hospitalizations and other treatments."

Key findings of the report include:
    · Among the four conditions studied, high blood pressure poses the highest direct medical costs attributed to nonadherence. An estimated 388,000 upstate New York adults who are nonadherent with their blood pressure medicines add an estimated $1.5 billion to the region’s direct medical costs annually.

    · Of the 1.5 million upstate New York adults who have high cholesterol, the most prevalent chronic condition considered in the report, nearly 500,000 (about one-third) do not take prescribed medication as directed.

    · Improving prescription adherence among upstate New York adults by 5 percent and 10 percent would result in aggregate, direct medical cost savings of:

      $176.0 million to $352.1 million for high blood pressure$64.1 million to $128.1 million for high cholesterol
      $54.5 million to $109.0 million for diabetes
      $8.8 million to $17.7 million for depression
"We understand that the problem of nonadherence is a national issue, so it is not unique to upstate New York," Chitre said. "What will help is providing more education and promotion of the issue among all stakeholders, including patients and their family members, physicians, pharmacists, insurers, community organizations and employers."  

Earlier this year, Univera Healthcare launched a community engagement campaign to promote medication adherence, developed with support from several county medical societies, pharmacy groups, county health departments and other regional health organizations. It features a pill bottle stylized as a superhero named TAD (for “Take As Directed”), adorned with a superhero cape and utility belt. Appearing in print, radio and billboard advertising, TAD conveys the simple message that prescription drugs, like superheroes, have superpowers to help protect the public, but only if taken as directed.

Univera Healthcare embraced the superhero theme to capitalize on the current popularity of the genre. This year alone, ten superhero movies are scheduled for release in theaters.

"We can't turn this around overnight, but we can work together to promote the notion that 'Take As Directed' is more than a slogan, it's literally a way to stay healthy that we all need to embrace," Chitre said. 

The fact sheet also summarizes common barriers to adherence that include affordability, forgetfulness, concerns about side effects, complexity of directions, lack of knowledge, etc. Tips about how to overcome these barriers are available at UniveraHealthcare.com/TakeAsDirected.