Dr Reddy’s initiative enters Asia Book of Records

Hyderabad Dr Reddy’s Laboratories Limited announced that it has been awarded a new ‘Asia Book of Records’ citation for its awareness initiative on hypertension management. To mark World Hypertension Day on May 17, its rural healthcare team constructed the largest heart-shaped installation with molded leaves having messages from 30,813 doctors who pledged to follow the right hypertension treatment protocol.

The protocol is as guided by the India Hypertensive Control Initiative (IHCI), conceptualised by the Government of India’s Ministry of Health & Family Welfare, Indian Council of Medical Research (ICMR), World Health Organization (WHO) Country Office for India and Resolve to Save Lives (technical partner). The installation weighs nearly 200 kg and is set up at the Dr Reddy’s campus in Bachupally.

This year’s World Hypertension Day focuses on the efforts to combat the low awareness rates of hypertension, especially in low to middle-income areas and to promote accurate blood pressure measurement methods. The role of primary healthcare physicians is pivotal in the prevention and management of hypertension in rural India.

In keeping with this year’s focus and continuing its commitment towards strengthening hypertension treatment protocol in India, Dr Reddy’s rural healthcare team engaged with 30,813 doctors and primary healthcare providers from rural India to educate them on the right treatment protocols for their hypertensive patients.

The Asia Book of Records adjudicator Ram Mohan Reddy presented the citation certificate of “Largest heart shaped structure formed using leaves” to Aditya Vasistha, Cluster Head (Commercial Operations), Dr Reddy’s. The certified installation has the inscription of the doctors’ names and their awareness messages.

All participating doctors received the ‘Asia Book of Records’ certificate from Dr Reddy’s. The company aims to keep the installation at its premises for over a year. MV Ramana, CEO – Branded Markets (India & Emerging Markets), Dr Reddy’s, said: “As per WHO, at least one in four adults in India has hypertension, but only about 12 per cent of them have their blood pressure under control.”

He further said, “Prevalence of hypertension in the rural population is equally high. Some of the main factors intensifying the hypertension disease in India include low healthcare literacy, poor patient self-care, high self-medication rate, inconsistent hypertension management guidelines, and non-adherence to treatment plans and medical regimens.”

“In order to combat hypertension prevalence and curb growing cases in India, the need of the hour is to raise awareness among patients and work with doctors to promote awareness. This World Hypertension Day, we are happy to organise this effort to help patients manage the disease better and work towards improving hypertension management and control in India,” Ramana informed.

Dr Reddy’s rural healthcare team was established in August 2022 with a mission to improve awareness, diagnosis and treatment of chronic diseases. It has been constantly working with doctors based in rural India for better management of diabetes and hypertension. In December 2022, the team initiated an American school of CME (ASCME) certification programme in the management of chronic diseases.

It has so far engaged over 5,200 rural primary healthcare providers. In January 2023, with the objective of raising awareness, the team launched a unique programme ‘Unite against diabetes & hypertension by raising awareness in community’ - UDAY. Under this programme, the team has promoted awareness among 15,000 doctors. Further, it has supported screening of over 40,780 patients.