Blue Cross/Blue Shield launches 'Reverse It' campaign to combat prediabetes

EAGAN, Minn. — As part of an effort to raise greater awareness around diabetes prevention, Blue Cross and Blue Shield of Minnesota is launching a campaign called "Reverse It." The campaign focuses on helping Minnesotans identify their individual risk factors for prediabetes as well as the steps they can take to lessen the likelihood of getting type 2 diabetes.



"Oftentimes, a diagnosis of prediabetes has patients seeing only a path towards a condition with many long-term complications," stated Glenn Pomerantz, chief medical officer at Blue Cross. "Type 2 diabetes, however, is a preventable disease, and prediabetes is a curable condition. Taking action as soon as possible can dramatically improve a person's prognosis."



The "Reverse It" campaign is built around a simple seven-question quiz developed by the Centers for Disease Control and Prevention that can help people evaluate their risk of prediabetes. The assessment also includes helpful steps people can take to avoid type 2 diabetes and even reverse early indicators of prediabetes.



"The heavy emotional and financial burden caused by diabetes is felt by millions of Americans every day," Pomerantz said. "The numbers continue to grow at alarming rates. Every 23 seconds, someone in the U.S. is diagnosed with diabetes. Our prediabetes awareness campaign is just the start of a multi-year effort Blue Cross is making to lessen the burden of diabetes in individuals and within our society as a whole."



According to Blue Cross data, diabetes accounts for 6.3% of loss of good health in Minnesota. The Twin Cities area has the lowest diabetes impact, at 5.2%, while northwestern counties are hit the hardest with an impact of 8.1%. Minnesota's northwestern counties also demonstrate a significant disparity in the impact of diabetes on the health of men (11.1%), which is nearly twice that of women (5.5%). In lower populated counties, such as Roseau, Kittson and Lake of the Woods, men may be less inclined to travel long distances for preventive care and diabetes education.



Beyond the devastating health impact of premature death and disability, diabetes and prediabetes cost Minnesotans an estimated $4.4 billion each year, according to the American Diabetes Association.