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24/34 HCB Going for Zero(1)

We also continue to selectively invest in HCB. We are stepping up our initiatives to prevent the incidence of strokes and other cardiovascular events, under the ‘Going for Zero’ program, and are accelerating investments. Rising medical expenditures are a major, global social challenge; increasingly we are seeing a shift away from treatment to prevention. There have been a number of large-scale epidemiological surveys around the world that show the importance of blood pressure measurements in the home. Demand to measure blood pressure in the home will only increase, given its effectiveness in reducing ever-rising medical expenditures. A recent example is the autumn 2017 revision to hypertension treatment guidelines in the US. The US lowered the standard readings it uses to define hypertension. The shift from treatment to prevention is accelerating.