Novo Nordisk's New Pen for Children - NovoPen Echo(R) - Wins GOOD DESIGN(TM) Award

By Novo Nordisk As, PRNE
Tuesday, January 18, 2011

CRAWLEY, England, January 19, 2011 - A 2010 GOOD DESIGN(TM) Award[1] has been awarded to Novo Nordisk for
NovoPen Echo(R), the latest innovation in pen development - designed
specifically with the needs of children in mind. Judging is made based on
product design which is new, visionary and innovative and that may enrich
people's lives.

More than 400,000 children are diagnosed with Type 1 diabetes
worldwide[2] and these children may need to inject themselves multiple times
a day. The device they use for daily injections becomes an integral part of
their everyday life. Novo Nordisk has recognised that children have different
needs and thus developed a pen specifically for them.

Ramin Elahi, chief designer at Novo Nordisk, comments on the development
process. "We spoke to children and their parents to establish what features
of current pens could be improved. We identified the need to develop a pen
which combined small dosing capability, a simple memory function and a design
made to fit children's smaller hands. NovoPen Echo(R) is the result and is
currently the only pen which combines all of these functionalities in one

NovoPen Echo(R) allows patients to inject insulin doses as low as 0.5
units, which is beneficial in children with low insulin requirements who
require very small doses. In addition, a simple memory function has been
added which records the dose and time since last injection.

"The pen is easy for children to use and the memory function will be very
important," says Dr Birthe Olsen, Chief Physician, Department of Paediatrics
at Glostrup Hospital. "Parents will get reassurance that their child has
taken their insulin at school - helping to give them independence at a
younger age."

NovoPen Echo(R) is the latest insulin pen from Novo Nordisk to win the
GOOD DESIGN(TM) Award[1]. NovoPen(R) 4, a pen designed for adults also
received the award in 2005.

NovoPen Echo(R) has currently been launched in Denmark, Sweden, Finland,
Canada and Israel.

About NovoPen Echo(R)

NovoPen Echo(R) is a durable insulin pen which comes in two colours - red
and blue, with removable skins available so that users may personalise their
pens. It has fine-tuned dosing in half-unit increments starting from 0.5
units, a simple memory function and a dose button with short travel distance.
In user testing, 80% of children, parents and healthcare professionals chose
NovoPen Echo(R) as their favourite pen.*[3]

For more information on NovoPen Echo(R), please visit

(Due to the length of this URL, it may be necessary to copy and paste
this hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)

or the Novo Nordisk Device YouTube Channel to view the user guide video:

About the GOOD DESIGN(TM) Award

The GOOD DESIGN(TM) Awards are chosen annually by The Chicago Athenaeum
Museum of Architecture and Design in cooperation with The European Centre for
Architecture, Art, Design and Urban Studies. They were founded in 1950 and as
such are the world's oldest and among the most coveted awards for design and

For more information on the GOOD DESIGN(TM) Award, please visit

Headquartered in Denmark, Novo Nordisk is a global healthcare company
with 87 years of innovation and leadership in diabetes care. The company also
has leading positions within haemophilia care, growth hormone therapy and
hormone replacement therapy. For more information, visit



    2. IDF Diabetes Atlas 4th edition, International Diabetes Federation,

    3. Olsen et al. J Diabetes Sci Technol 2010;4(6):1468-1475

    * vs NovoPen(R) Junior (7%) and HumaPen(R) Luxura(TM) HD(12%)

Further information: Media: Outside of the UK: Katrine Sperling, Tel: +45-4442-6718, krsp at ; Within the UK: Kirsty Tait, Tel: +44(0)7764-958937, kios at

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