Chronic Kidney Disease Journey

Introduction Letter
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Dear friend,
“Living with kidney disease is a very dark and lonely place, it’s a disease that not many people acknowledge, know about or even have day to day information about vs cancer for example. Yup it is very true, your life will be disrupted in terms of being fatigued and diarrhoea and other symptoms, that are known, and symptoms that are unknown. But you must understand there is still light at the end of the tunnel. The best strategy I would tell you with the kidney disease is to stay as active as you can in your lifestyle, do healthy workouts, do things that bring you joy. Stay away from negative people – that’s very important. Even if they are family members, stay away from people who are insensitive, and those people who care to not understand what you’re going through, it will only bring you down. Stay active in your church, continue your relationship with God. Never and I repeat never give up, never stop the fight because unfortunately there is somebody on the earth who is in a worse position then you are”

Best wishes, James x
CKD Patient, Stage 3b, USA – Male, 63
1-20 years

Patient
Emotions

HCP
Emotions

Tensions
1-20 years

Pre diagnosis

  • Unconcerned
  • Detached
  • Indifferent
  • Distracted
  • Focused

Chronic Kidney Disease is often deprioritized with no formal screening standard in place
Immediate / 3-6 months

Diagnosis

  • Shocked
  • Surprised
  • Anger
  • Fear
  • Unempowered
  • Uneasy
  • Sympathetic

PCPs downplay the seriousness of CKD and patients are being diagnosed too late (stage 3+)

Treatment adjustment

  • Hope
  • Overwhelmed
  • Frustrated
  • Hope
  • Frustration
  • Comfort

It’s complex, involving max dosing and multiple medications, which can impact adherence
3-8 years

Monitoring

  • Disappointment
  • Fear
  • Submission
  • Elation
  • Concern
  • Exasperation

No real explanation or feedback to patients on ‘the numbers’ and adherence remains the continuing challenge
5-15 years to dialysis

Progression & pre-dialysis

  • Scared
  • Anxious
  • Stressed
  • Disappointment
  • Sympathy
  • Regret
  • Helplessness

No systematic process of referral – based on gut feel and happens too late
Opportunity Maps:
DKD
CKD
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Disclaimer

Disclaimer

Alliance confidential: For internal use only

This is a forward looking/planning document. It is not the intention of the authors of this document nor Boehringer Ingelheim and Eli Lilly and Company to discuss, strategize, or implement pre-approval marketing communications or marketing communications which fall beyond the anticipated approved indications for this product. Any current promotional activities must be consistent with local approved label and carried out in compliance with all company policies and the applicable laws, regulations and codes.

Boehringer Ingelheim and Eli Lily and Company, 2020.