Gut feelings: An interactive look at Crohn’s disease
May 6, 2009 – 1:35 pm by Gina Monari
In gathering data for the June gastrointestinal market feature for Med Ad News, I thought Med Ad News Insider would be the perfect home to highlight some creatively engaging initiatives dedicated solely to the world of Crohn’s disease. According to the U.S. Department of Health and Human Services, Crohn’s disease ails about a half a million people in the United States. The disease affects more than just a person’s physical health, but can affect their lifestyle and emotional health.
Centocor Ortho Biotech Inc. has developed Websites to educate patients and physicians about Crohn’s disease and the company’s biologic treatments. Abbott Laboratories developed podcasts as a way of reaching out to the Crohn’s community. In addition, health-related Websites, such as WebMD and Everyday Health, provide information, games, and blogs.
According to Brian Kenney, spokesperson, Centocor Ortho Biotech Inc., interactive education allows people living with Crohn’s disease, and in some instances people in their support network, an opportunity to gain insight into various aspects of the disease, educate themselves, and become better informed about how to live with and manage this chronic condition. The company has developed interactive Websites Living With Crohn’s disease, the award-winning MyInnerstate, and Medversation.
Living with Crohn’s disease was launched in February 2006 and offers individuals living with Crohn’s disease an opportunity to learn more about the disease through various elements and Website content. These include an overview of the disease and symptoms, lifestyle considerations, links to other sources, and interactive resources.
“Our research has shown that people living with Crohn’s disease are very active online and are more inclined to turn to online resources/information than speak with others about the disease and its symptoms,” Mr. Kenney told Med Ad News.
MyInnerstate was launched in February 2007 to coincide with the premiere of Innerstate, a first-of-its-kind documentary film that featured the stories of Jason, Janie, and Ray, three individuals living with diseases of the immune system — psoriasis, rheumatoid arthritis and Crohn’s disease. The Website is the companion Website to the film and offers an opportunity for visitors to learn more about the individuals featured in the film and these chronic inflammatory diseases. Through the Website, people can also register to receive a free DVD of Innerstate or to watch the film online.
Centocor launched Medversation in November 2008, which is intended for U.S. healthcare professionals. Centocor created Medversation to facilitate more informed medical conversations between U.S. physicians and their patients about the benefits and risks associated with the treatment with the company’s biologic therapies, namely Remicade and Simponi. All aspects of Medversation are created, developed, and managed internally.
“It is our belief that informed conversations between healthcare professionals and patients diagnosed with serious, chronic inflammatory diseases are essential to quality care,” Mr. Kenney told Med Ad News. “We want all patients to receive treatment that is right for them, regardless of whether or not the treatment may be ours.”
In August 2008, Abbott Laboratories launched a series of podcasts addressing relevant issues for people with Crohn’s disease called ‘Crohn’s Casts: Speaking from the Gut.’ The series shares insights and tips from health professionals and focuses on key issues for people with Crohn’s: diet and nutrition, emotional effects, and relationships. It is estimated that up to one-third of individuals with a serious medical condition experience symptoms of depression.
WebMD’s interactive challenge called ‘Piecing Together Crohn’s Disease,’ launched in June, 2007. The interactive challenge was developed by WebMD’s editorial team. WebMD created this game based on medically reviewed graphics, tips, and the most appropriate casual game engine. All of WebMD’s games offer the ability for sponsors to be associated with the learning moment via sponsorships.
According to a WebMD spokesperson, different people learn in different ways whether by reading, watching video, communicating with others on message boards, or playing games. In addition, research has shown that women are the greatest consumers of casual games on the Internet. As a result, WebMD offers consumers the ability to play a familiar game, a puzzle, which has been customized to educate on this challenging and poorly understood disease.
In addition to the game, WebMD’s Crohn’s Disease Health Center comprises several tools for the active health-information seeker. Those interested in the condition have access to information on causes, symptoms, risks, advice, treatment overviews, prevention, medications, home treatments, surgery, places to get help, as well as links to other topics related to Crohn’s disease.
At Everyday Health, individuals can find the 411 on Crohn’s disease, from how to manage Crohn’s disease, ease its disruptive symptoms, avoid complications, treat flare-ups, and live healthfully. The Crohn’s disease section at EverydayHealth features a Crohn’s disease blog, written by Kelly R., as well as Crohn’s disease videos.
As scientists continue to research the many potential triggers of Crohn’s disease, pharmaceutical marketers and health information Websites continue to find creative ways to engage and inform those affected by the disease — whether they are patients, physicians, or caregivers. Following one’s gut instinct is the intelligent thing to do when seeking education about symptoms and complex conditions, as a myriad of culprits can be blamed for an inflamed colon.
Many of us do not have the uniquely gifted tummy resilience of a Joey “Jaws” Chestnut or Takeru Kobayashi … but wouldn’t it be nice.
