• Uncontrolled high blood pressure is a major public health crisis affecting more than 65 million Americans—or one in three adults. Despite the fact that high blood pressure is easy to measure and can be successfully treated, there remains a critical lack of public awareness about the disease and its life-threatening consequences. High blood pressure is largely misunderstood and is not taken seriously enough because it is a disease without symptoms. Novartis, the category leader with an extensive portfolio of high blood pressure treatment options, recognized that there was a clear need to improve public education around high blood pressure and its complications. Motivated to develop innovative educational approaches, Novartis partnered with the award-winning production company Anatomical Travelogue to create stunning visualizations of the cardiovascular system – the very first 3D visualizations from inside the bodies of actual patients. The dramatic series of images was created using highly advanced and proprietary imaging technology, including MRIs, CT scans, Electron Microscopy and other medical imaging equipment. The creation of these images, which show the never-before-seen consequences of uncontrolled high blood pressure, was scientifically underwritten by Novartis. The spectacular images of the cardiovascular system were unveiled through a book on high blood pressure and cardiovascular health, The InVision Guide to a Healthy Heart, published by HarperCollins and a unique interactive Web site, www.invisionguide.com/heart. In addition, the images became the design inspiration for, and centerpiece of, the Novartis booth at medical meetings including the American Heart Association. The images have been incorporated into a variety of press and educational materials across the Novartis cardiovascular franchise, including a high blood pressure fact sheet, a cross-franchise press kit and Joe Montana’s Family Playbook for Managing High Blood Pressure, which provides patients with information on risk factors for the condition and how to control them. In addition, Novartis has made the images available to key opinion leaders for use in medical presentations and symposia. The images continue to be used in new and innovate ways across the Novartis cardiovascular franchise and will be highlighted in several educational materials in 2007.