Diabetic CKD Source
HCP Global Prelaunch DSE Campaign for ATRASENTAN at AbbVie
ED. OAB. RLS. Everyone knows these success stories of changing the lexicon for doctors and patients. But the successful renaming of a disease is actually rare. It takes time, money, and an aggressive publication plan led by global KTLs.
At AbbVie, Diabetic CKD Source was a bona fide long-term HCP disease state education project focused on renaming “diabetic nephropathy” as “diabetic CKD” (diabetic chronic kidney disease).
This name change may seem a small shift but, to doctors, its implications were huge: “diabetic CKD” helped redefine the disease as unique, different from non-diabetic CKD, with different pathogenic mechanisms, a different course of disease progression, different risk levels and, most importantly, different pathways for therapeutic intervention.
The creative concept for Diabetic CKD Source was the Fountain of Knowledge. Our crystal fountain icon was inspired by the glomerulus, the source of filtration in the kidney. As the wellspring of authoritative thinking about diabetic CKD, Diabetic CKD Source wed traditional KTL-led disease state education with digitally-led activation tactics to bring the high-science story to life in ways never done or seen before.
At its debut at the European Renal Association congress, Diabetic CKD Source enjoyed high traffic and long visits from nephrologists. Many lingered in the booth to record our videos on their phones. Our animation of filtration dynamics inside the glomerulus, for example, was something many nephrologists said they had never seen before, and they were eager to have a copy for teaching purposes.
More than 600 nephrologists signed up for educational content from Diabetic CKD Source, and more than 100 attended our satellite Meet the Experts event.