'Improvement Through Movement' Educational Programme Launched for People With Osteoporosis

'Improvement Through Movement' Educational Programme Launched for People With Osteoporosis

MUNICH, Germany, October 19/PRNewswire/ --

- Pan-European Osteoporosis Patients Encouraged to Dance Their Way to
Stronger Bones

An educational programme available on DVD is launched today,
on World Osteoporosis Day, bringing together the glamorous world of ballroom
dance with the serious nature of disease management. Sponsored by DAIICHI
SANKYO EUROPE and endorsed by the International Osteoporosis Foundation,
'Improvement through Movement' is a new educational programme which aims to
encourage people with osteoporosis to use ballroom dance exercises to help
strengthen their bones and slow the progression of the disease.

Osteoporosis affects approximately 200 million women
throughout the world.[1] Many people with osteoporosis are reluctant to do
any form of physical activity for fear of further damaging their bones,
however improving muscle strength through any kind of physical activity helps
to strengthen bones - which is why this educational programme has been
developed.

Professor Juliet Compston, Professor of Bone Medicine at the
University of Cambridge School of Medicine, Cambridge, UK, who helped to
oversee the routine comments: "Research has shown that, although you can't
cure osteoporosis, you can help to prevent its progression. Exercise is one
of the most important things that people with osteoporosis can do to help
themselves, and dancing is a fun, beneficial form of exercise. Dance
exercises the entire body giving joints, muscles and, most importantly, bones
a thorough workout."

Reinhard Bauer, CEO DAIICHI SANKYO EUROPE, comments: "This
educational programme is an important step to help improve patients' quality
of life. It is just one way we can raise awareness of the disease and
encourage osteoporosis sufferers to keep active for longer."

Following the Strictly Come Dancing television phenomenon,
which has been syndicated around the world, UK Strictly professional dancer
Erin Boag worked with Professor Compston to develop a dance programme that
would be easy to follow, based on the styles of the Waltz, Quickstep and
Rumba. "Dance movements are multi-directional and help with joint mobility
and flexibility. These dances are beautiful and graceful with movements that
should flow through the entire body. None of the dance moves are too
energetic, so the steps should be easy for patients to learn," says Boag.
"Dancing is something that I am passionate about. By simply using this
educational programme, patients will be able to take the first step towards
more effective management of their condition."

Internationally renowned choreographer Arlene Phillips has
endorsed this project, and thanked Erin Boag for taking the time to put her
expertise into something so meaningful. "Erin has shown that dance can be
accessible to all, regardless of age and ability. She has put her
professionalism into a fantastic tool. Osteoporosis is such a debilitating
condition, but it is great that patients can help themselves and slow the
progression of the disease, whilst at the same time having fun. With such a
high prevalence, I hope physicians will find this educational programme
incredibly useful when advising their patients on how to manage this
condition, and patients themselves will enjoy learning the routines and
benefit from the dance moves as they continue to practice."

The educational programme will be available to patients on DVD
through their physician practices. The DVD will be subtitled into several
languages. Physicians can only give this educational programme to patients.
For more information of how practices can order this DVD please go to
http://www.osteoporosis-disease.eu.

Patients are advised to consult their physician or healthcare
practitioner before undertaking any form of physical exercise.

About Osteoporosis

Osteoporosis, meaning 'porous bones' is a progressive disease
which increases the risk of fracture, particularly in the spine, hips and
wrists, due to a reduction in bone strength. Osteoporosis can cause pain,
loss of movement, inability to perform daily tasks, and in many cases, death.
It is estimated that 20% of women who suffer a hip fracture die within a
year.[2] Osteoporosis affects one in three women and one in five men over
50,2 and most commonly occurs in women after menopause (postmenopausal
osteoporosis) due to a significant decline in oestrogen levels.[3] The
declining level of oestrogen results in an increase in bone breakdown
(resorption), which can lead to a loss of bone density and hence
stability.[4]

About World Osteoporosis Day

World Osteoporosis Day, which takes place on October 20th this
year, provides an all-important focal point for informing and educating the
general public and policy makers about the prevention of a disease which
still suffers from poor general awareness. With the number of participating
countries and scheduled events increasing steadily year by year, the impact
of World Osteoporosis Day has grown significantly. World Osteoporosis Day
2009 will be the second year of a 'call to action' campaign.

About DAIICHI SANKYO

DAIICHI SANKYO is a global pharmaceutical company that focuses
on researching and marketing innovative medications. The company was created
in 2005 through the merger of two traditional Japanese enterprises, Daiichi
and Sankyo. With net sales of nearly 5.9 billion EUR in fiscal year 2008,
DAIICHI SANKYO is one of the world's 20 leading pharmaceutical companies. The
company's world headquarters is in Tokyo, and its European base is located in
Munich. DAIICHI SANKYO has affiliates in 12 European countries and has been
one of the strongest Japanese pharmaceutical companies located in Europe
since it set up European production facilities and marketing offices in 1990.
The company's research activities focus on the areas of cardiovascular
diseases, haematology, diabetes, anti-infectives and cancer. Its aim is to
develop medications that are best in their class or to create new classes of
pharmaceutical drugs.

For more information, please click on:
http://www.osteoporosis-disease.eu.

Forward-looking statements

This press release contains forward-looking statements and
information about future developments in the sector, and the legal and
business conditions of DAIICHI SANKYO EUROPE GmbH. Such forward-looking
statements are uncertain and are subject at all times to the risks of change,
particularly to the usual risks faced by a global pharmaceutical company,
including the impact of the prices for products and raw materials, medication
safety, changes in exchange rates, government regulations, employee
relations, taxes, political instability and terrorism as well as the results
of independent demands and governmental inquiries that affect the affairs of
the company. All forward-looking statements contained in this release hold
true as of the date of publication. They do not represent any guarantee of
future performance. Actual events and developments could differ materially
from the forward-looking statements that are explicitly expressed or implied
in these statements. DAIICHI SANKYO EUROPE GmbH assumes no responsibility for
the updating of such forward-looking statements about future developments of
the sector, legal and business conditions and the company.

---------------------------------

References:

[1] Peters KM. Knochenkrankheiten. Darmstadt: Steinkopff. 2002; page 45.

[2] International Osteoporosis Foundation. Facts and statistics about
osteoporosis and its impact. Available at:
http://www.iofbonehealth.org/facts-and-statistics.html. Last accessed
09.10.09

[3] BUPA. Osteoporosis. http://hcd2.bupa.co.uk/

[4] Condren L. As oestrogen declines. World of Irish Nursing. 2002:
10(3); 31-32

Contact:

Dr. Iris Marr
International Brand Management
Phone +49(0)89-78-08-807
iris.marr@daiichi-sankyo.eu

Dr. Michaela Paudler-Debus
Corporate Communications and Public Affairs
Phone +49(0)89-78-08-685
michaela.paudler-debus@daiichi-sankyo.eu

Source: DAIICHI SANKYO EUROPE GmbH

Contact: Dr. Iris Marr, International Brand Management, Phone +49(0)89-78-08-807, iris.marr@daiichi-sankyo.eu; Dr. Michaela Paudler-Debus, Corporate Communications and Public Affairs, Phone +49(0)89-78-08-685, michaela.paudler-debus@daiichi-sankyo.eu

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