Eli Lilly and Boehringer Ingelheim pay tribute to hip-hop anniversary in chronic kidney disease campaign with Rob Base
“It takes two” to make diagnoses of chronic kidney disease go right, Eli Lilly and Boehringer Ingelheim suggest in their latest campaign featuring hip-hop artist Rob Base.
The pharma companies have partnered with Base on a remix of his hit 80’s song with DJ E-Z Rock, “It Takes Two,” to remind patients of the importance of seeking a healthcare professional for the early detection of CKD.
The multifaceted campaign is also a reminder to physicians that “it takes two” tests to identify CKD: an eGFR blood test and a UACR urine test. Despite guidelines suggesting that both tests should be used to screen for CKD, many adults only receive an eGFR, which is typically part of routine blood tests.
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