Takeda Elevates IBD Awareness In UAE With 'In Their Shoes' Initiative
Takeda, a leading patient-centric biopharmaceutical company, has recently introduced its globally recognized 'In Their Shoes' program to the United Arab Emirates (UAE). This innovative initiative aims to elevate awareness about the challenging symptoms associated with Inflammatory Bowel Disease (IBD) through an immersive 24-hour simulation. The program, which took place on September 7th, 2023, and concluded the following day, seeks to foster a deeper comprehension of the daily impacts of IBD on patients' lives.
IBD, encompassing Crohn's disease and Ulcerative Colitis, affects an estimated 10 million individuals worldwide. Despite being traditionally viewed as a condition prevalent in the Western world, recent studies have indicated a surge in cases within newly industrialized regions, including the Middle East. Specifically, it is estimated that between 2-4% of the UAE population suffers from one of the two subtypes of IBD. Characterized by chronic inflammation of the gastrointestinal tract, IBD can significantly disrupt normal gut function, leading to symptoms such as abdominal pain and diarrhoea, ultimately having a profound effect on both patients and society.
The 'In Their Shoes' initiative provided healthcare professionals with a unique opportunity to experience the physical and emotional challenges faced by IBD patients. Through the use of a mobile app and an 'IBD kit', participants engaged in role-play and interactions with actors, simulating common struggles encountered by those living with the disease. This approach offered invaluable insights into how IBD affects both the professional and personal aspects of patients' lives.
Among the participants was Sheikha Dr. Alia Humaid AlQassimi, an Aesthetic Gynaecologist at Al Garhoud Private Hospital and Social Development Expert at the Community Development Authority. She shared her unexpected realization regarding the constant inconvenience IBD patients face due to inconsistent bowel movements. Dr. Maryam Al Khatry, founder of the Emirates Inflammatory Bowel Disease Society, expressed her full support for the initiative, emphasizing its importance in promoting understanding and support for those affected by IBD within the community.
Ahmed Fayed, General Manager for Gulf countries & Lebanon at Takeda, highlighted the company's dedication to addressing gastrointestinal diseases through innovative treatments and impactful programs like 'In Their Shoes'. The initiative's successful launch in the U.S., which provided Takeda employees with a profound understanding of living with IBD, has paved the way for its expansion across the globe. By organizing more simulations worldwide, Takeda aims to spread awareness and knowledge about the negative effects of IBD on sufferers' daily lives.
The 'In Their Shoes' program represents a significant step forward in raising awareness and understanding of Inflammatory Bowel Disease. Through immersive simulations and engagement with healthcare professionals, Takeda continues to demonstrate its commitment to improving patient care and quality of life for those affected by chronic conditions like IBD.
With inputs from WAM
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