New Memory Problems? Campaign Launched as European Survey Highlights Need for Alzheimer's Disease Diagnosis Information and Support

THESSALONIKI, Greece, March 12, 2010 - Memory Problems?, a new support programme for patients and carers is
being launched today at the 25th Alzheimer's Disease International (ADI)
Conference. This initiative, which has been instigated and funded by Eisai
Europe Ltd. and Pfizer Limited, will become available across Europe during
2010. It has been created to help people recognise the early signs and
symptoms of Alzheimer's disease and to distinguish these from the normal
changes that occur with ageing. www.aboutmemoryproblems.com provides
practical advice and tools to help anyone concerned about memory problems in
a loved one to take action by talking to those affected and consulting their
doctor.

"Diagnosing dementia is often difficult, particularly in the early
stages, but this is when it is most important," says Professor Roy Jones from
The Research Institute for the Care of Older People (RICE) Centre, Royal
United Hospital, Bath, UK. "If we can diagnose and start managing Alzheimer's
disease early, we can help patients and their families cope better with the
situation. Unfortunately, there is no cure for this devastating disease, but
there are treatments that may slow the progression of symptoms and these
should be prescribed at the time of diagnosis."

The IMPACT of Alzheimer's disease[1],[2]

The importance of family members and other caregivers in recognising the
early signs of Alzheimer's disease was highlighted in a recent large online
survey. The IMPACT (Important Perspectives on Alzheimer's Care and Treatment)
study involved 1,800 doctors, caregivers, payors and members of the general
public from France, Germany, Italy, Spain and the UK.

The study showed that 93% of Alzheimer's disease patients were initially
brought to the doctor by a family member.[1] Furthermore, two thirds (66%) of
European doctors believe family members are most likely to recognise the
early symptoms of Alzheimer's disease.[1] This indicates the vital role that
family members can play in spotting the symptoms of Alzheimer's disease and
encouraging their relative to visit a doctor.

However, the research also highlighted that many caregivers were not
aware of all of the early signs and symptoms of Alzheimer's disease and that
the average time from a caregiver noticing symptoms to making an appointment
with a doctor was 43 weeks.[2] The survey found that nearly half (45%) of
patients discussing Alzheimer's disease with their doctors for the first time
were already experiencing moderate symptoms.[1] The reasons that caregivers
gave for the delay in seeing a doctor about symptoms included wanting to
ensure symptoms were not temporary (38%), the belief that symptoms were a
normal part of ageing (36%) and resistance from the patient (33%).[2]

Memory Problems? website - www.aboutmemoryproblems.com — bridging
the information gap

The Memory Problems? website includes two innovative animations. These
are short educational films that bring to life some of the symptoms and
behaviours that are early indicators of the disease, as well as prompting
family members to take early action when they recognise these symptoms.

As many adults already search online for health
information,[3] Memory Problems? website is an ideal place for worried
families to begin dealing with concerns.

"It can be difficult to recognise and confront the first stages of
Alzheimer's disease, so anything that helps people to recognise the early
symptoms is very welcome," says Marc Wortmann, Executive Director,
Alzheimer's Disease International (ADI). "There is a need for more awareness
and more information about Alzheimer's disease in many European countries.
The Memory Problems? campaign could therefore be a valuable resource for many
people."

———————————

[1] IMPACT Study 2009: Global Alzheimer's Awareness Study. MD survey.
Data on file Eisai Europe Ltd, Pfizer Limited.

[2] IMPACT Study 2009: Global Alzheimer's Awareness Study. Caregivers
survey. Data on file Eisai Europe Ltd, Pfizer Limited.

[3] Study: 85% of Online Europeans Use the Internet for Health
Information, Manhattan Research Releases New Cybercitizen Health(R) Europe
Study, Shedding light on How Consumers in the United Kingdom, Germany,
France, Italy and Spain Use the Internet for Health Information. Available at
URL: www.manhattanresearch.com/newsroom/Press_Releases/online-europeans-use-internet-for-health.aspx.

Last accessed: February 2010.

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For further information, please contact: Tonic Life Communications, +44(0)7764-479-621 / +44(0)-20-798-9900, Claire Mosley, Claire.Mosley at toniclc.com; Laura Craggs, Laura.Craggs at toniclc.com; Gurjit Hothi, Gurjit.Hothi at toniclc.com; Pfizer Press Office: +44(0)-845-3008033; Eisai Europe Ltd - Cressida Robson: +44(0)845-676-5318