Baxter launches global campaign empowering Chronic Kidney Disease patients to take charge of their treatment
The “Begin Again” campaign launches on World Kidney Day, emphasising the importance of timely treatment to enable patients to live a fulfilling life
SINGAPORE - Media OutReach - 9 March 2023 - Chronic Kidney Disease (CKD) is a growing epidemic and rising global public health concern, with 850 million people affected worldwide.As a progressive disease, very often linked to diabetes, CKD can lead to kidney failure, also known as End Stage Kidney Disease (ESKD), which requires dialysis. 
Baxter, a global leader in dialysis care, has launched "Begin Again", an education campaign to raise awareness of the vital importance of timely treatment, empowering those who have been diagnosed with ESKD with the knowledge they need to move forward with treatment while still living life to the fullest.
In Asia Pacific, the Begin Again campaign will run in nine languages across 10 markets, aiming to reach over 28 million people. People will be directed to My Kidney Journey, a website designed to provide comprehensive and objective information on CKD and dialysis in a way that is easy to understand.
Kidney failure is a major public health burden in Asia, which counts six of the seven countries/regions with the highest incidence globally, namely Taiwan, Singapore, South Korea, Thailand, Japan and Indonesia[1].
Urgent action must be taken to address this growing health crisis and ensure those affected by the disease are empowered with the right resources to make informed decisions about treatment options.
Dialysis is the most common form of treatment for CKD patients, and involves the removal of waste and excess fluid from the blood when the kidneys are no longer able to fulfill that function well. There are two types of dialysis: Hemodialysis (HD) and Peritoneal Dialysis (PD). HD involves using a machine to filter blood outside of the body, and is usually done in a hospital or care centre. Meanwhile, PD collects waste from the body by introducing a sterile fluid into the peritoneal cavity through a catheter, and can be done at home and performed by patients or their caregivers.
The Begin Again campaign arms patients with the knowledge and confidence to have meaningful conversations about the treatment options, and highlights the potential positive impact of Shared Decision Making, a collaborative approach where patients and their families work with healthcare professionals to choose the dialysis option that works best for their clinical condition, social circumstances and lifestyle.
Dr Alvin Ng, Senior Consultant Nephrologist at Mount Elizabeth Novena Hospital, said, "Chronic Kidney Disease (CKD) is rising at an alarming rate across Asia Pacific. As a doctor treating patients with CKD, I have seen firsthand the consequences of poorly-timed dialysis initiation, which can lead to poor health outcomes in patients. Timely intervention is vital, and healthcare professionals can work closely with patients and caregivers to help them make informed decisions, and empower them to play an active role in their own health and treatment plan."
Satya Anand, a 21-year-old patient who suffers from ESKD, said, "The initial shock of my diagnosis was overwhelming to my family, but with the help of our doctors, we've been able to assess treatment options and take quick action over the years. Being able to carry out PD safely and simply at home, without the need to commute to a clinic, has given me the confidence and flexibility to study and travel. I refuse to let my condition define me, and my doctors and my family constantly remind me that it is possible for me to have a fulfilling life while on dialysis."
Steven Flynn, President of Baxter Asia Pacific, said, "Baxter is proud to continue our long-standing support for World Kidney Day as part of our commitment to our Mission to Save and Sustain Lives. We recognise the importance of empowering patients with the knowledge they need to meaningfully participate in Shared Decision Making, and working in partnership with healthcare providers to make informed decisions about their health and treatment options. As hospital systems across Asia Pacific shift to more home and community-based care solutions, home-based dialysis care such as PD will create more opportunities for patients to live a full life while reducing the resourcing burden on hospitals. With a 90-year history in innovative healthcare solutions, we aim to give more patients access to the best possible care to help them achieve better and fuller lives."
For more information on CKD and what Baxter is doing to support patients, visit: https://apac.mykidneyjourney.com/.
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About Baxter
Every day, millions of patients, caregivers and healthcare providers rely on Baxter's leading portfolio of diagnostic, critical care, kidney care, nutrition, hospital and surgical products used across patient homes, hospitals, physician offices and other sites of care. For 90 years, we've been operating at the critical intersection where innovations that save and sustain lives meet the healthcare providers who make it happen. With products, digital health solutions and therapies available in more than 100 countries, Baxter's employees worldwide are now building upon the company's rich heritage of medical breakthroughs to advance the next generation of transformative healthcare innovations.
