Burrell retained for campaign to encourage joint replacement treatment
 
(June 20, 2006) Zimmer Holdings, Inc., a worldwide leader in orthopaedics, has partnered with Burrell, one of the nation's largest full-service African American-owned communications agencies, to develop an information campaign to reduce racial disparities in joint replacement treatment for arthritis pain patients.

Joint replacement procedures reduce pain and improve mobility for many arthritis sufferers. With less invasive techniques, patients experience shorter recovery periods and improved post-operative mobility within weeks of undergoing the procedures. However, according to the Arthritis Foundation, African American sufferers are two-thirds less likely than Caucasian patients to undergo joint replacement procedures to treat their arthritis pain. Research reported by the Foundation suggests differences in cultural and social factors contribute to the disparity.

Zimmer will launch "Back in the Groove," a community partnership initiative that will give arthritis sufferers and their loved ones unprecedented access to information about knee and hip replacement options. As part of the program, African American arthritis pain sufferers will interact outside of clinical settings with surgeons and people from their own communities who have returned to active lives after relieving their debilitating arthritis pain with less invasive knee and hip replacement procedures.

"We understand the importance of identifying priority populations for public health interventions to narrow health disparities. This campaign, along with the pioneering strides Zimmer has made in the development of less invasive procedures and gender specific knee replacement technology, offers new hope to long-suffering arthritis patients," said Zimmer Chairman, President and Chief Executive Officer Ray Elliott. "Zimmer has long been recognized as a leader in professional medical education, and with 'Back in the Groove,' we are building on our commitment to educate and to enhance awareness of treatment options among a population that has not had access to such information."

According to the Centers for Disease Control and Prevention (CDC), arthritis is the nation's single greatest cause of chronic pain and disability. The CDC reports that African Americans say it is the leading condition that limits their major daily activities.

Zimmer's Back in the Groove outreach initiative will consist of a multi-layered program linking physicians trained in Zimmer procedures to African American joint replacement candidates. The grassroots campaign will feature Zimmer partnering with local media and community organizations to help spread the word. Activities will culminate with a community health care event, which will feature local partnerships with faith-based and health organizations, including the National Medical Association. Those who attend the event, which will be free and open to the public, can receive one-on-one consultation from medical professionals, along with free health screenings, information and other interactive health activities.


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As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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