Novo Nordisk urges early ID of growth disorders

Danish firm Novo Nordisk is using Red Door Communications to handle a UK campaign that seeks to encourage early identification and treatment for growth disorders in children.

Red Door's campaign will start with 'educational initiatives', such as a roadshow in South Wales, seeking to boost awareness of the signs of growth abnormalities among parents, teachers and healthcare professionals.

Novo Nordisk markets Norditropin Simplexx, a branded injectable growth hormone.

Julia Harries, recently promoted from a director to deputy managing director role at Red Door, described effects on quality of life and emotional impacts of growth disorders as 'severe'.

Around 4,500 children in the UK receive treatment for growth disorders, but identification is often patchy.  It has been estimated that more than 40 per cent of all children who could benefit from hormone treatment do not currently receive it.

There is also political disagreement over how often children should be measured for abnormalities.

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