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imc² and the ADA Launch Diabetes PHD

Contact:
imc²
Angie Byrnes

214.224.1017

DALLAS, August 18, 2005 – imc², a leading independent interactive agency, recently developed and launched a new interactive web-based tool designed to help people with diabetes and those at risk for developing diabetes, heart disease or stroke better manage their health. Diabetes PHD (Personal Health Decisions), located on the American Diabetes Association's website, http://www.diabetes.org/diabetesphd, is the most accurate health risk profiling program to date.

Diabetes PHD allows users to enter personal health information including age, sex, height, weight, health history and medications to generate an accurate health risk profile. This profile informs individuals about how to change their risk by adjusting modifiable health parameters such as weight, blood pressure or cholesterol. Both patients and healthcare professionals can use this technology to make informed choices about how best to reduce a patient's risk for diabetes and its complications.

The Diabetes PHD program creates individual profiles with the health-related information users submit. The program then processes each individual's information to provide a highly accurate and detailed risk profile. Once the user receives the targeted risk profile, they can then modify certain health variables to observe the effects these changes can have on their long-term risk for diabetes and its complications.

Diabetes PHD uses the Archimedes software, which is a comprehensive model that replicates the biological processes underlying the development of diabetes. Every variable that comes into play in a person's health, from smoking to weight to blood pressure to medications, is taken into account.