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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