Page 7 - South Florida Hospital News July 2021

Cover Story: FDA Approves Aducanumab
Now What?
for Treatment of Alzheimer’s Disease
As storytellers, we can get so caught up telling the
Continued from page 1 roimaging techniques like MRI), story that we lose focus on the ultimate goal; how
headache, ARIA-H (micro hemorrhage/ can these stories we're telling help my hospital and
the brain which may delay decline in
people who are living with Alzheimer’s. superficial siderosis) and fall, according me? Simple. The answer is communication.
“The drug is an antibody for amyloid,” to the Alzheimer’s Association. Crown Street Films are content creation special-
says Dr. Baumel. “It attaches to the amy- "The most concerning side effects are ists. It's our mission to help our health care clients
loid in the brain, removes and disposes it swelling of the brain and small hemor- communicate a message to both the public and any
through the body.” rhages,” notes Dr. Baumel. “If you stop needed internal messaging. The challenge we face as
According to the FDA, Biogen the medication, those problems typically content creation specialists is making sure we fully
researchers evaluated the drug’s efficacy resolved, and the patients were able to understand the hospital's goals.
in two different studies that looked at continue the medication.” Hospitals, by necessity, have more departments
almost 3,500 patients. Both were “dou- While some researchers and medical than Macy's in Herald Square and each one of those BY CHAD TINGLE
ble-blind, randomized, placebo-con- experts were concerned that there was departments has different needs and goals. Creating
trolled, dose-ranging studies” in patients not enough data from the trials to war- a story around what those are is an effective and effi-
living with Alzheimer’s disease. rant an approval by the FDA, Dr. Baumel cient way to get out the specific message.
In the clinical trials, Aducanumab says that many people were concerned Human Resources can create a monthly message about an upcoming hospital-
reduced the amount of plaque in the that we went too long with no treatment. wide initiative. Purchasing can produce a video that can provide information on
brain, according to Dr. Baumel. “At least now we can affect the natural the best way to work with the hospital. Admissions can create a video to be
This could mean more time for people history of the disease,” he says. “The his- played in the waiting room to educate patients on what to expect. The insurance
with Alzheimer’s to actively participate torical basis for approving a medication division can and definitely should produce a video on making sure all of your
in daily life, have sustained independ- like this comes from the world of cancer medical bills are covered.
ence and hold on to their memories therapy where a change in the biology of Hospitals and health care systems will never be at a loss when it comes to hav-
longer. the tumor is an effect that is interpreted ing valuable and essential information that needs to be showcased. The problem
“They should expect to preserve more as being good for the patient. Likewise is the ability to take the information and create a compelling, creative, and effec-
of their function for a longer period of reducing the amount of amyloid in the tive video that engages and educates at the same time.
time,” says Dr. Baumel. brain is thought to be good for the There is also a challenge with perception. It has only been within the past few
Aducanumab is administered intra- patient.” years that video content has evolved from primarily being used in traditional
venously (IV) via a 60-minute infusion Approval of Aducanumab is a mile- advertising like TV commercials to being the preferred medium across ALL plat-
every four weeks. The infusion, which stone in the treatment of Alzheimer's. forms. However, Crown Street Films specializes in creating content for conven-
takes about an hour, can be done at an “This drug and the recent news about tional platforms like TV and creating content that can be used internally and
infusion therapy center by specialized it increase the amount of the awareness externally.
nurses. An MRI will be required within a of the disease and gets people talking The hardest part is getting started, but Crown Street Films can help. Please
year of beginning therapy and every six about it,” adds Dr. Baumel. “Overall peo- give us a call for a free storytelling consultation. All you have to do is let us
months after that. ple with Alzheimer’s are suffering but know what problem you would like solved and we'll help you create a com-
In clinical trials, the most common now should be happy that there may be pelling story that will accomplish your goals.
side effects were ARIA-E (abnormal another therapy that could perhaps help
brain changes associated with anti-amy- them.” For more information, contact Chad Tingle at
loid treatments — most often swelling in (305) 794-7201 or chad@crownstreetfilms.com.
the brain — that are spotted with neu- For more information, visit
med.miami.edu.

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South Florida Hospital News southfloridahospitalnews.com July 2021 7