Fonterra’s Anlene, GE Healthcare team up to fight osteoporosis

Fonterra and GE Healthcare are taking the bone health fight into the streets and shopping malls of the Philippines and Asia through a new partnership using Fonterra’s Anlene bone health products and GE Healthcare’s bone mineral density technology.

Representatives of global dairy company Fonterra and GE Healthcare’s Lunar business, the industry leader in bone assessment technologies, signed the three-year partnership agreement in Singapore recently.

Fonterra Brands Philippines general manager Carlo Mendoza said the partnership is about bringing together the innovation and expertise of two leading companies to reach a new level of understanding about osteoporosis and bone health.

Fonterra has extensive expertise in bone nutrition and through its Anlene brand, has invested significantly in bone health research and development.

Mendoza said Anlene is committed to ongoing innovation and recently launched a revolutionary new product, which provides complete bone nutrition, and PHYTO K Regenerative Formula, that acts to lock in nutrients.

"This program will improve our understanding of osteoporosis and bone health," Mendoza said. "This partnership will highlight the problem of poor bone health while people still have time to do something about it. We know that one of the biggest concerns among consumers is not having mobility throughout their lives."

The partnership’s first initiative is the Anlene Bone Health Check, which will provide free ultrasound bone health screenings to an estimated three million people in nine countries across Asia over the next two years. The next phase is likely to extend to Australia and New Zealand.

In the Philippines, the program will scan over half a million people in the next two years.

Mendoza said the program will capture a comprehensive bank of data on bone health that will be shared with other lead agencies addressing osteoporosis and bone health problems, including the International Osteoporosis Foundation (IOF).

Dr. Daniel Navid, IOF chief executive, welcomed the initiative, which will assist in guiding its education and prevention programs.

"One of the problems we face in making people aware of osteoporosis is that it is a ‘silent’ disease with no outward physical signs until the first fracture occurs. Based on 68,000 bone scans already conducted by Anlene across the country, 36 percent of Filipino adults aged 20 to 60 are at high risk of osteoporosis and 15 percent were osteoporotic. Among adults aged 51 up, 30 percent were found to be osteoporotic. Bone scans make bone health ‘real’ for people at risk," Navid said.

Mendoza said the Anlene Bone Health Check has the potential to generate extensive public awareness about the importance of bone health by taking the bone health message into the streets, shopping malls, and work places.

"We are offering the service first in Asia where osteoporosis is a major health issue. The bone health screenings will raise awareness and also provide an opportunity to give people practical steps they can take toward improving their bone health," he said.

The upcoming scans will be at Robinson’s Avenida (July 28-30), Robinson’s Lipa (Aug. 4-6), Robinson’s Dagupan (Aug. 11-13), Robinson’s Commonwealth (Aug. 18-20), and Robinson’s Congressional (Aug. 25-27).

Jennie Hanson, president of GE Healthcare’s Lunar business said, "Globally, osteoporosis is a healthcare concern. However, if diagnosed early the disease can be managed. By understanding and addressing osteoporosis before symptoms appear, doctors and patients can be equipped with the information they need to act earlier, with better clarity and choose more precise and tailored treatments."

Osteoporosis is a major health issue in Asia and internationally, and global statistics show:

• One-third of women and one-fifth of men over 50 will experience osteoporotic fractures.

• More than 50 percent of the world’s osteoporotic hip fractures are likely to occur in Asia by the year 2050.

• Women are more likely to suffer a hip fracture (one in six chance) than be diagnosed with breast cancer (one in nine chance).

• There is a 40 percent risk people will suffer a hip, forearm, and vertebral fracture in their lifetime. This equates to the same risk as cardiovascular disease.

• The IOF estimates the worldwide cost of osteoporosis to increase to $131.5 billion by 2050.