Takeda, the patient-centric biopharmaceutical company, brought its global ‘In Their Shoes’ programme 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 by 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 own 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 how they interact with society.
The ‘In Their Shoes’ initiative offers participants (Healthcare Professionals) a profound understanding of IBD throughout a 24-hour simulation. 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 perspectives on how IBD affects patients’ both professional and personal lives.
Although the simulation couldn’t fully replicate the experience, it is meant to foster empathy for individuals living with IBD. The initiative falls in line with Takeda’s people-first focus, which not only encompasses patients, but also caregivers, medical professionals, employees, and the wider communities in which they operate.
Of the esteemed participants was Sheikha Dr Alia Humaid AlQassimi, Aesthetic Gynaecologist at Al Garhoud Private Hospital, and Social Development Expert at the Community Development Authority, who commented on her experience in the simulation, “The most unexpected realisation about the challenges that IBD patients face was the around-the-clock inconvenience of needing a restroom, as a result of the inconsistent bowel movements known to the disease. With the actors present as part of the simulation, I was able to feel the burden of being someone who is in constant need of special care. In addition to that, I was shocked to learn that the only solution to alleviate the symptoms in extreme cases is to undergo a colostomy, an operation that creates an opening for the colon through the abdomen.”
Dr AlQassimi further commented on the experience’s influence on her professional approach as a healthcare provider saying: “The experience was a reminder that being patient-centred requires the utmost empathy and consideration for my patients. It is crucial to believe a patient when they express pain or discomfort, a point that’s been made so much clearer now that I’ve taken part in this programme. In the future, I hope to see initiatives like this being adopted across the country and wider region to ensure that awareness is raised for this challenging disease. This includes medical schools infusing a volunteering prerequisite for students as part of the curriculum, awareness programmes designed to teach children about IBD and other conditions from a young age, and the formation of support groups for those suffering from IBD and their loved ones. The key here is to ensure the optimal environment that supports the highest possible quality of life for IBD patients.”
Dr Maryam Al Khatry, Founder of the Emirates Inflammatory Bowel Disease Society, confirms her full support for this pioneering initiative. She stressed that highlighting the challenges of this disease goes beyond the issue of awareness, as it is a call to everyone to consider those suffering from the symptoms of the disease and help them overcome its impact on their daily lives and work. “As medical teams and individuals in this community, we are committed to promoting the spirit of unlimited support with the goal of further integrating those affected into our community. Through the Emirates Inflammatory Bowel Disease Society, we confirm our support for this vital initiative, and we stand by all initiatives that seek to improve the quality of life and enhance the productivity of individuals in our society.”
Ahmed Fayed, General Manager for Gulf countries and Lebanon, at Takeda, said: “At Takeda, our commitment to addressing life-limiting gastrointestinal diseases is unwavering. Alongside our continuous work on innovative treatments within our gastroenterology portfolio, we recognise the significant impact programmes like ‘In Their Shoes’ can have on improving patients’ lives. We take pride in cultivating advocates, both within our organisation and externally, who genuinely empathise with the disease, exemplifying Takeda’s dedication to a patient-first approach.”
The ‘In Their Shoes’ initiative was first launched in the US with a 24-hour simulation during which dozens of Takeda employees learned about the condition in the most effective and profound way: by ‘living with it.’ Following the success of the launch at the US headquarters, Takeda extended the reach of ‘In Their Shoes’ by organising more simulations across the globe, with the aim of spreading awareness and knowledge of IBD’s negative effects on its sufferers’ daily lives.