Novartis launches the second leg of its ‘Keep it Pumping’

Bengaluru, December 24, 2016 – Novartis Healthcare Private Ltd. announced today the second leg of ‘Keep it Pumping’, an initiative dedicated to increasing understanding of heart failure. Heart failure is a debilitating and potentially life-threatening condition where the heart cannot pump enough blood around the body. Keep it Pumping will provide information and support to heart failure patients and their loved ones, while also raising awareness among the general public. Keep it Pumping is inviting people to help donate their virtual heartbeat. These heart beats will then be combined to create a unique ‘beat of the nation’ song.

Anyone interested in joining this movement can download the Keep It Pumping App from the App Store to donate their heartbeat for a loved one via a choice of songs. People can also join the Keep It Pumping social media communities on FacebookTwitter, and YouTube to help raise awareness. 

People are invited to donate their virtual heartbeats by visiting the ‘Keep It Pumping’ activity at Forum Mall, Koramangala or Mantri Mall, Malleshwaram West between December 23 and 25, 2016

 “The Keep it Pumping initiative reinforces our long term commitment to improving heart failure awareness for patients and caregivers, said Mr. Jawed Zia, Country President, Novartis India. ‘Keep it Pumping’ aims to provide useful and informative content to better tackle the growing incidence of heart failure in India. The virtual heartbeats donated by people will culminate in to the beat of the nation song. Given the huge burden of heart failure both globally and in India, there is an urgent need for people to recognize the symptoms early such that the condition is better managed.”

Heart failure and heart attack are two different medical conditions6. A heart attack is a sudden and unexpected event resulting from blockage in the arteries supplying blood to the heart muscles. Heart failure does not develop overnight – it’s a progressive disease that starts slowly and gets worse over time.7

In most cases, heart failure happens because the heart muscle responsible for the pumping action weakens or stiffens8. Heart failure typically does not have a single cause, but it often occurs when the heart muscle has been injured. This can happen following a heart attack or due to another illness affecting the heart.

Despite its high incidence, heart failure largely remainsundiagnosed. Many people do not even know they have it because its symptoms areoften mistaken for signs of getting older. Although there is currently nocure for heart failure, patients who are diagnosed early, follow theirtreatment and make lifestyle changes can live longer, feel better and be moreactive. It is therefore vital that patients and caregivers are aware of thesymptoms of heart failure, leading to better recognition and earlier diagnosis. ‘Keepit Pumping’ is dedicated to improving public awareness of the risks andsymptoms of heart failure, as well as to supporting people living withheart failure to better manage their disease. 

About heart failure

Although heart failure may strike at any age, it is morecommon in people over the age of 65. Heart failure risks include8:

  • High blood pressure
  • Prior heart attack
  • Enlarged heart
  • Diabetes
  • Family history of an enlarged heart

Common symptoms of heart failure are8:

  • Shortness of breath, which can happen even during mild activity
  • Difficulty breathing when lying down
  • Weight gain with swelling in the legs and ankles from fluid retention
  • General fatigue and weakness

Heart failure is a serious illness that can affect how longa person lives. Although heart failure is not curable, it can besuccessfully managed by adopting some measures. Making lifestyle changes isimportant if a person has been diagnosed with heart failure.

·         Limitingintake of salt is very important; it is equally important to learn whichprepared foods have large amounts of salt8.

  • It is important to check one’s weight each day and contact one’s healthcare provider if there is a significant change in weight.
  • Exercising at levels recommended by a physician is of great importance in keeping a person with heart failure fit and well.
  • Taking the prescribed medications is also beneficial.
  • It is important to maintain frequent visits to one’s physician and notify him or her if there are any changes in symptoms


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