Soap siren talks atrial fibrilation for Boehringer Ingelheim awareness effort

Medical Marketing & Media

Soap star Susan Lucci is fronting an awareness campaign by Boehringer Ingelheim promoting awareness of atrial fibrillation.

Lucci's husband Helmut Huber, who appears in the unbranded campaign, is one of an estimated 2.3 million Americans who suffer the condition, an irregular heartbeat which can increase the risk of stroke nearly five-fold. Earlier this week, Boehringer Ingelheim's anticoagulant Pradaxa (dabigatran etexilate) won the unanimous assent of an FDA advisory committee for stroke prevention in patients with atrial fibrillation.

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