MannKind Sponsors New Diabetes Reality TV Show, 'Reversed'
May 3, 2017 1:53:45 GMT -5
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Post by lakers on May 3, 2017 1:53:45 GMT -5
MannKind Sponsors New Diabetes Reality TV Show, 'Reversed'
www.healthline.com/diabetesmine/mannkind-sponsors-reversed-reality-tv-show-diabetes
Written by Mike Hoskins
Published on May 2, 2017
Strong Afrezza endorsement by Amy Tenderich and Mike Hoskins.
Excerpts follow.
Really, Diabetes Reality TV?
Yup, Mattocks describes it as a docu-series reality show that is "part of his journey." Take a look at this video promo just released in late April.
To be clear, this is not the first time a reality TV show has dabbled in life with diabetes -- from the MTV TruLife episode back in 2012 that featured three T1 PWDs, to a T1 teen mom, and the American Idol competition in 2015 featuring Adam Lasher, a T1 nephew of Carlos Santana. Apparently, even rap legend Dr. Dre (who lives with T2D himself) has been talking about creating his own D-related reality show, given his complication-ridden T2 that's led to him losing his vision.
But Reversed does appear to be the first national reality show 100% dedicated to diabetes and its management.
What you'll be watching is five PWDs in a house surrounded by beaches and palm trees at the Milbrooks Resort island retreat in exotic Montego Bay, Jamaica.
In a recent podcast, Mattocks talked with three of the PWDs who participated in thes show -- two type 2s, and a T1 who just started on Afrezza after being on the show. Interestingly, during the 15-minute podcast, the trio talked about how they didn't expect the show to be as life-changing as it was, helping them acheive better D-management and health habits. One of the T2s named Jerome said it's "exactly what he needed" to change his mindset and since the show's production wrapped up, he has not only lost weight and felt better, but with help from his doctor he's managed to dramatically cut down his insulin intake and other medications.
They all agreed the show wasn't keyed in on or overbearing on messages of weight loss, low-carb or plant-based eating, but rather about finding what works best for each of them in making healthier choices. The T1, a woman named Felice, spoke on the podcast about her 43 years with T1D and how she was "heading into the deep hole of D-burnout" before going on Reversed, and since then she's been able to change her attitude and perspective. She started Afrezza in mid-April, which she says has translated to only one basal injection per day instead of seven multiple daily injections, fewer hypos and much more stable BGs.
These personal PWD accounts were certainly very convincing that the show has merit.
Beyond this introductory season, Charles is pondering future options -- a live-recorded version, celebrity cast, and even going beyond diabetes into other health conditions.
"We think we have something special here, and we do think we're going to be changing lives," he said
Sponsored by Afrezza / MannKind Corp.
As noted, MannKind is currently the show's sole sponsor, so they get fully play, including a display ad on the show's website with an image of the late Alfred Mann, who created the company and passed away in early 2016.
MannKind's Chief Operational Officer Mike Castagna tells us that as sponsors, they have no involvement in the show's development or content. While one participant will be using and demonstrating Afrezza on the air, that wasn't a requirement and was not even intentional product placement.
Castagna says they've created a storyboard for a commercial -- something that show coordinators say will be 1-minute long, rather than 30 seconds as the FDA usually mandates for pharma ads. (We mentioned this in our recent coverage of MannKind's wish to become "the Uber of diabetes.")
Whether this helps MannKind's business with Afrezza is anyone's guess. But you can't fault the company for thinking outside the box here.
Castagna recognizes that the word "reversed" is controversial, particularly when you have celebrities such as Halle Berry and Drew Carrie who've used that word to essentially claim erasing their disease. He says it's clear that diabetes can't be erased, and it's about educating the PWD masses on management basics.
"How many shows focus on diabetes? I can't think of any," Castagna says. "We have shows focusing on plastic surgery, emergency rooms, on pain, but there's nothing out there like this to raise awareness. That's why it's important that somebody does something, and why MannKind is sponsoring this. We can debate the word 'reversed,' but I don't think that's the right debate to be having -- even though I wouldn't argue it shouldn't be used. But the debate should be why we aren't we raising awareness about achieving better health outcomes? That's what I hope comes out of the show."
Meanwhile, our team is rooting for Afrezza to do well on the market; Amy and I both currently use it, so we're making no bones about the fact that we think it's a good drug that can help many PWDs.
If all goes well, this show could be a win-win for everyone. We shall see...
It deserves a chance, if nothing else. So keep an eye on your TV listings this summer, D-Friends.
www.healthline.com/diabetesmine/mannkind-sponsors-reversed-reality-tv-show-diabetes
Written by Mike Hoskins
Published on May 2, 2017
Strong Afrezza endorsement by Amy Tenderich and Mike Hoskins.
Excerpts follow.
Really, Diabetes Reality TV?
Yup, Mattocks describes it as a docu-series reality show that is "part of his journey." Take a look at this video promo just released in late April.
To be clear, this is not the first time a reality TV show has dabbled in life with diabetes -- from the MTV TruLife episode back in 2012 that featured three T1 PWDs, to a T1 teen mom, and the American Idol competition in 2015 featuring Adam Lasher, a T1 nephew of Carlos Santana. Apparently, even rap legend Dr. Dre (who lives with T2D himself) has been talking about creating his own D-related reality show, given his complication-ridden T2 that's led to him losing his vision.
But Reversed does appear to be the first national reality show 100% dedicated to diabetes and its management.
What you'll be watching is five PWDs in a house surrounded by beaches and palm trees at the Milbrooks Resort island retreat in exotic Montego Bay, Jamaica.
In a recent podcast, Mattocks talked with three of the PWDs who participated in thes show -- two type 2s, and a T1 who just started on Afrezza after being on the show. Interestingly, during the 15-minute podcast, the trio talked about how they didn't expect the show to be as life-changing as it was, helping them acheive better D-management and health habits. One of the T2s named Jerome said it's "exactly what he needed" to change his mindset and since the show's production wrapped up, he has not only lost weight and felt better, but with help from his doctor he's managed to dramatically cut down his insulin intake and other medications.
They all agreed the show wasn't keyed in on or overbearing on messages of weight loss, low-carb or plant-based eating, but rather about finding what works best for each of them in making healthier choices. The T1, a woman named Felice, spoke on the podcast about her 43 years with T1D and how she was "heading into the deep hole of D-burnout" before going on Reversed, and since then she's been able to change her attitude and perspective. She started Afrezza in mid-April, which she says has translated to only one basal injection per day instead of seven multiple daily injections, fewer hypos and much more stable BGs.
These personal PWD accounts were certainly very convincing that the show has merit.
Beyond this introductory season, Charles is pondering future options -- a live-recorded version, celebrity cast, and even going beyond diabetes into other health conditions.
"We think we have something special here, and we do think we're going to be changing lives," he said
Sponsored by Afrezza / MannKind Corp.
As noted, MannKind is currently the show's sole sponsor, so they get fully play, including a display ad on the show's website with an image of the late Alfred Mann, who created the company and passed away in early 2016.
MannKind's Chief Operational Officer Mike Castagna tells us that as sponsors, they have no involvement in the show's development or content. While one participant will be using and demonstrating Afrezza on the air, that wasn't a requirement and was not even intentional product placement.
Castagna says they've created a storyboard for a commercial -- something that show coordinators say will be 1-minute long, rather than 30 seconds as the FDA usually mandates for pharma ads. (We mentioned this in our recent coverage of MannKind's wish to become "the Uber of diabetes.")
Whether this helps MannKind's business with Afrezza is anyone's guess. But you can't fault the company for thinking outside the box here.
Castagna recognizes that the word "reversed" is controversial, particularly when you have celebrities such as Halle Berry and Drew Carrie who've used that word to essentially claim erasing their disease. He says it's clear that diabetes can't be erased, and it's about educating the PWD masses on management basics.
"How many shows focus on diabetes? I can't think of any," Castagna says. "We have shows focusing on plastic surgery, emergency rooms, on pain, but there's nothing out there like this to raise awareness. That's why it's important that somebody does something, and why MannKind is sponsoring this. We can debate the word 'reversed,' but I don't think that's the right debate to be having -- even though I wouldn't argue it shouldn't be used. But the debate should be why we aren't we raising awareness about achieving better health outcomes? That's what I hope comes out of the show."
Meanwhile, our team is rooting for Afrezza to do well on the market; Amy and I both currently use it, so we're making no bones about the fact that we think it's a good drug that can help many PWDs.
If all goes well, this show could be a win-win for everyone. We shall see...
It deserves a chance, if nothing else. So keep an eye on your TV listings this summer, D-Friends.
