Takeda, the patient-centric biopharmaceutical company, brought its global ‘In Their Shoes’ program to the UAE.
The initiative, focused on raising awareness of the difficult symptoms of Inflammatory Bowel Disease (IBD), entailed an immersive 24-hour simulation that generated a deeper understanding of how the disease affects the daily lives of patients.
It is estimated that more than 10 million people worldwide live with IBD. Traditionally, IBD has been regarded as a disease of the Western world; however, studies over the last two decades have shown a rapidly increasing incidence in newly industrialised countries in the Middle East, Asia, and South America. It is estimated that 2-4% of the UAE population is affected with one of the two IBD subtypes, Crohn’s disease, and Ulcerative Colitis
IBD is a lifelong condition characterized by chronic inflammation in the gastrointestinal tract. While inflammation is the body’s natural reaction to irritation or injury, in patients with IBD, it is thought that the body’s immune system mistakenly identifies a harmless food or bacteria within the gut as ‘foreign’ and attacks it. This mistake by the immune system leads to an upset in the normal function of the gut and causes symptoms such as abdominal pain and diarrhoea. IBD can lead to debilitating effects on patients and society.
The ‘In Their Shoes’ initiative offers participants (Healthcare Professionals) a profound understanding of IBD throughout a 24-hour simulation, that took place on September 7th, 2023, and ended the next day. Using a mobile app and an ‘IBD kit,’ participants engaged in common struggles, gaining insights into the disease’s physical and emotional challenges. Through role-play and interactions with actors, they gain valuable perspective on how IBD affects patients’ both professional and personal life.
Sheikha Dr. Alia Humaid AlQassimi, Aesthetic Gynaecologist at Al Garhoud Private Hospital and Social Development Expert at the Community Development Authority, shared her insights from participating in the simulation, emphasizing the profound challenges faced by IBD patients, particularly the constant need for restroom access due to inconsistent bowel movements.
Dr. Maryam Al Khatry, founder of the Emirates Inflammatory Bowel Disease Society, expressed full support for the initiative, highlighting the importance of understanding and addressing the impact of the disease on patients' daily lives.
Ahmed Fayed, General Manager for Gulf countries & Lebanon at Takeda, reaffirmed the company's commitment to addressing gastrointestinal diseases like IBD and acknowledged the potential impact of initiatives like 'In Their Shoes' in improving patients' lives through innovative treatments.
The ‘In Their Shoes’ initiative was first launched in the U.S. with a 24-hour simulation during which dozens of Takeda employees learned about the condition most effectively and profoundly: by “living with it.” Following the success of the launch at our U.S. headquarters, Takeda extended the reach of “In Their Shoes” by organizing more simulations across the globe, to spread awareness and knowledge of IBD’s negative effects on its sufferers’ daily lives.
News Source: Emirates News Agency
