< Previous10 Vol. 23/04, April 2022 Upfront NEWS IN NUMBERS About 1 million jobs have been created by Indian fi rms and NRI-owned entities in the UAE More than 30 percent of the startup community in Dubai is represented by Indians 40,000 NRI owned companies are headquartered in the UAE About 40% of the expatriate/ migrant population in the UAE are Indian More than $8-9bn has been invested by the 70 richest Indians in the UAE Over 3.4 million Indians are based in the UAE The top news and business headlines from the region APRIL 2022 $28.1m 10,000 CONSTRUCTION REAL ESTATE number of jobs to be created by Egypt’s Nexgen, the world’s fi rst net-zero city The value of off-plan property sales in Dubai on March 25, according to the Land Department UAE and India: The ties that bind Investments by Indians based in the UAE have been a key driver of the India-UAE relationship Source: KPMG, Indian Business and Professional Council (IBPC) In his capacity as the Ruler of Dubai, Sheikh Mohammed bin Rashid Al Maktoum launched Dubai’s new virtual assets regulatory law – and the corresponding new virtual assets regulatory authority (VARA) – to regulate, supervise, and control virtual asset services. Under the new law, VARA will set the rules and controls that govern the conduct of virtual assets activities, including management, clearing, and settlement services, as well as classifying specifying types of virtual assets. The legislation is meant to provide a regulatory framework for businesses dealing with cryptocurrencies in various formats, including tokens, decentralised fi nance (DeFi) and non-fungible tokens (NFTs). What impact will this have on investors? The recent announcement has THE EXPLAINER provided businesses in the virtual assets (VA) industry reassurance to operate their business from the UAE with the right license. We are confi dent that the outcome of the law will increase engagement with cryptocurrency across the UAE and in Dubai. This increase in engagement will be witnessed not only amongst the younger generation, but also among the older, wealthier group and institutional funds. Abu Dhabi adopted virtual assets regulations a few years back. Now, with Dubai’s announcement, the end-user engagement and confi dence will see higher levels. We believe that the new law will provide trust and encouragement to new investors to enter the VA industry. Will it open up additional opportunities? There currently are more than 400 businesses operating in the crypto space in Dubai. The authorities have forecasted that the number will cross more than 1,000 by end of the year. This will certainly add to the increased interest amongst investors, and we expect to see an explosion of Web 3.0-based startups, new jobs, and invest- ment opportunities in the region. Is the digital assets sector at an infl ection point? The war in Ukraine and rising levels of infl ation are driving investors away from the stock market and pulling attention back on to other kinds of assets. But we expect to see much more investment fl owing back into it as Web 3.0 technologies and the tokens that support them are increasingly adopted by the private sector. Dubai’s move to regulate cryptos and NFTs Mustafa Kheriba, the executive chairman at Yoshi Markets, sheds light on the impact of Dubai’s new virtual assets regulatory law u Cryptocurrencies have recently bounced back from solid support levelsarabianbusiness.com 11 SPOTLIGHT Given the boom in Dubai’s hospital- ity sector, what gives LEVA Hotels and Resorts its distinct positioning? LEVA Hotels offers that quintessential blend of leisure and business, so travel- lers in search of a unique, one-of-a-kind stay will enjoy the bespoke travel experi- ence we offer. Our personalised service enhances our 184 contemporary rooms equipped with an array of facilities and modern comforts. Infusing an at-home vibe, each room/suite is fitted with a kitchenette while the sleek hand-painted art juxtaposes with the latest technology; and includes a fl at screen TV and satellite channels in every room. The facilities also feature free private parking, marketplace, state of the art fitness centre and a rooftop swimming pool. We have also launched Bakers Kitchen; a renowned food and beverage concept which focuses on healthy food for a healthy lifestyle. What is the importance of TripAdvisor in your industry? Each and every guest has to leave satisfi ed to the fullest extent’ is our brand philosophy which refl ects in our ranking on TripAdvisor at number two out of 877 hotels in Dubai. The importance of TripAdvisor cannot be underesti- mated and according to some studies, many times when guests explore a page on TripAdvisor, they only consider the top fi ve rankings as paramount; so basically, reviews stay up and are out there for everyone to read. How does your location enhance the traveller experience? Conveniently located on Sheikh Zayed Road facing Downtown Dubai, we converted part of the renowned Mazaya Centre into a hotel. Built in 1999, at that time, it comprised of an entire mall and apartments and remains the perfect address to navigate the Burj Khalifa, Dubai Mall, and City Walk. What is the LEVA brand philosophy and benefi ts to investors and owners? With a strong focus on superlative service and retention, revenue-wise, home-grown LEVA stands out with their competitive pricing and realistic expectations provided to investors. With our current staff of 52 to service 184 rooms, our effective lean staffi ng strategy delivers results to move forward with a focused approach. Our marketing, distribution, revenue management, reputation management and branding have set the tone for our strategy. Our seasoned senior leaders have extensive experience in international brands and have been with LEVA since its inception. How important is social media for your brand? The power of social media platforms for our industry are extremely important; from the TripAdvisor ranking to the qual- ity of reviews, presence online, and engagement; all of these can foster brand visibility. Research from TrustYou revealed that young travellers, particu- larly the Gen-Z and Millennials not only depend on online reviews, but are confi - dent in their decision-making when it comes to booking their hotel experience. What regions do you plan for expansion? Our main markets are Europe and the Middle East. In terms of expansion, all of our current projects are in the planning stage and will include Saudi Arabia, East Africa, Egypt, Qatar, UAE, and Europe. What are LEVA’s sub-brands? We have a unique portfolio of three complementary and well differentiated hotel brands; these include LEVA Hotels, catering to four-star and above properties, EKONO by LEVA, properties with three-star midscale positioning, and for extended stays and serviced residences, LEVA Hotel Residences. Have you witnessed a recovery to your hotel post the pandemic? We have proudly survived the period by realigning the business segments and retaining our hotel associates. The recovery path post pandemic has been very positive, and we have been witnessing the increasing confi dence of the travellers from markets like Europe, UK, Russia, and Middle East. No doubt, Expo 2020 has been a catalyst for the rise in tourists to Dubai, and we are happy to be part of this growth. During this unprecedented Covid-19 situation, we are proud to have controlled our expenses and managed our operations without having to resort in borrowing funds. No retrenchment at LEVA and all staff gets full salaries during Covid. Post September last year, the business has started gaining momentum in terms of market reputation and generating revenue. Therefore, we have rewarded our employees for exemplary efforts towards getting us to where we are today. Our core strength lies in our employees. u JS Anand has more than two decades of outstanding experience in the hospitality industry PROVIDING A BESPOKE TRAVEL EXPERIENCE JS Anand, founder and CEO of LEVA Hotels and Resorts, explains how personalised service, modern amenities, and a positive digital presence have underpinned the success of his brand12 Vol. 23/04, April 2022 COMMENT / By Shadman Sakib, tech entrepreneur Q WHETHER YOU EMBRACE OR BRUSH IT ASIDE, TECHNOLOGY, AIDED BY MACHINE LEARNING AND AI IS GOING TO CHANGE THE WAY WE LIVE TODAY” YOU SIMPLY CAN’T IGNORE the speed of progress that’s taking place in the space of artificial intelligence (AI) and machine learning (ML) positively impacting every aspect of our lives. AI and ML are delivering significant benefits to the app development process, indicating one of the next stages in the workplace’s digital revolution. AI and ML are two interrelated technologies that are often used interchangeably. Let me explain the differences; AI is a broad term that refers to a wider endeavour aimed at decide things on their own or with minimal human intervention. As a software programmer, this has been one of the most fascinating times to work on innovative concepts. In simple terms, ML is at the heart of many AI systems, as it tries to improve at a task without having to be trained for it, saving many hours of coding and analysis. Based on their ability to translate enormous data sets into meaningful next- step solutions, ML tools are among the most in-demand AI-powered technologies for enterprises. AI implementation Now in just a few years, we have seen a lot of low-code and even no-code platforms appear. These have advanced significantly in their ability to relieve expert developers of the effort of creating specific apps. They’ve become essential tools that big businesses are increasingly looking at to allow faster app development. We should remember though, that low-code AI implementation is still in its early stages, despite huge vendors like Microsoft investing extensively in this area. A lot needs to be done in this space still and we’ll see a whole new world emerging from this in the near future. Without a doubt, the pandemic played a huge role in speeding this up. When the pandemic hit, it elevated a lot of low-code platforms, this could be because traditional application development often needs specialised knowledge. Organisations today often encounter skill and budget restrictions in IT, software engineering, and digital business units, but other factors may have also contributed to the widespread adoption, such as the speed of developing apps using AI. The need to address some of the issues that occurred as a result of the pandemic propelled the low-code trend. This involves IT departments understanding the need to move faster than traditional coding methods. Whether you embrace or brush it aside, technology, aided by machine learning and AI is going to change the way we live today. Will artifi cial intelligence lead the way in app development? A lot needs to be done in this space still and we’ll see a whole new world emerging from the technology in the near future $126bn The market value of the global artifi cial intelligence software market by 2025, according to a report by analysts Statista u Machine learning tools are among the most in-demand AI-powered technologies for enterprises / y Sakib developing computer systems that can forecast and replicate human behaviour, as well as perform tasks that are normally related to human intelligence and thought. Whilst ML is just one of the several disciplines of AI that deals with computer programmes that collect data, discover patterns, and arabianbusiness.com 13 BRAND VIEW The wellness industry has been here forever. However, the shift in how we stay fi t has been caused by several trends including health, nutrition, mind-body and the rise of better and preventative health advancements. An at-home gym member- ship that comes with a personal trainer is passé. A personalised training programme, with on-demand videos and online trainers, all at your fi ngertips with an option to project onto your LED is the newest workout to try. Technogym, a leading brand in equipment and digital services for wellness and sport, is offering a slew of new-age products and services that aims to completely re-imagine how people embody a healthy lifestyle. With Dubai hosting its biggest Technogym Experience Centre outside of Italy, CEO and founder Nerio Alessandri talks about how a fundamental shift in behaviour is essential to offset sedentary lifestyle and fight associated diseases. “People were born to walk 20-25km per day, but today we move only 1km. For us to be healthy, we can no longer stick to a model of working out just two times per week for one hour. It needs to be a 24/7 mindset, covering every aspect of lifestyle such as consuming natural foods, regular movement, positive thinking, and work-life balance,” he says. Alessandri believes the Covid 19 pandemic has resulted in height- ened consumer consciousness towards wellness and importance of physical activity in maintaining health. This has spurred Technogym to shift to the new hybrid business model. With the launch of the bespoke app which monitors wellness and connects users via video link up with a personal lifestyle trainer, the company is diversifying their business-to-business operations to adapt a direct-to-consumer model. “Our goal is to customise a personalised, bespoke approach in terms of movement, nutrition, lifestyle, education and engage- ment. And these wellness programmes can be experienced anytime anywhere – at home, office, gym or club and even during your next vacation. “We also provide a host of services to club operators includ- ing fi nancial services, layout and interior design support, after sales and marketing. Thanks to Technogym’s exclusive ecosys- tem we have the possibility to link people and companies with the entire wellness community including doctors, insurance providers, architects, personal trainers, and facility managers,” Alessandri adds. Wellness and tech The company’s wellness app is an open platform that can be connected with smart devices and wearables such as Apple watches and is compatible with other apps like Runkeeper and Strava. Through its earlier business model, Technogym has devel- oped a presence in 100 countries boasting 87,000 installations across different segments. The vast experience sets the company apart from other local competitors, in addition to its research capabilities. “We have the biggest research centre in the world. Mechanical and computer engineers, industrial designers and user-interface experts are all part of the 300-strong workforce at our R&D centre, which make up 10 percent of our total employees. We also have 330 patents,” says Alessandri. Dubai is expected to play a major role in the fi tness equipment company’s regional expansion. “Dubai is not just a city, it is a hub. We believe Dubai and the UAE are well-positioned to spread our wellness programmes and implement our social impact vision throughout the Middle East,” he says. u The Technogym Experience Centre on Dubai’s Jumeirah Beach Road “We believe Dubai and the UAE are well- positioned to spread our wellness programmes and implement our social impact vision throughout the Middle East” REVOLUTIONISING BESPOKE WELLNESS Technogym is offering a slew of new-age products and services that aims to completely reimagine how people embody a healthy lifestyle14 Vol. 23/04, April 2022 COMMENT / By Hanan Nagi, founder and CEO of Human Network International (HNI) Q KNOWING HOW PEOPLE PROCESS INFORMATION AND HOW THIS IMPACTS THEIR BELIEFS AND DECISIONS IS SOMETHING THAT CAN BE DEVELOPED WITH TRAINING” PRE-PANDEMIC RESEARCH found that nearly three quarters of executives anticipated that emotional intelligence would become a ‘must-have skill’ within five years. At that time, it was something of an added bonus in the leadership toolkit, but the events of 2020 brought a transformation in both employers’ and employees’ expectations. Shifting from desirable and in-demand, to essential, in abundance, the requirement for emotional intelligence is now predicted to overtake the demand for basic cognitive skills within the next decade. Emotional intelligence in leadership Emotional intelligence has always featured in the profile of successful leaders. The ability to understand, empathise, and interact based on an acute awareness of our own and others’ emotions are the foundations for a positive dialogue and strong professional relationships; a must for anyone in a leadership position. Working from home during the pandemic shone a spotlight on how strong, or otherwise, those professional relationships were and, in some cases, where the emotional intelligence factor was lacking in the leadership domain. Can emotional intelligence be learnt? Emotional intelligence comes more naturally to some than others, but it is something that everyone can learn and develop. The four pillars of emotional intelligence are nothing new to us as human beings; exercising self- awareness, self-management, social awareness (empathy in particular) and relationship management are all part of everyday life on some level. The challenge is honing-in on those actions and being proactive about managing and monitoring them. To develop long-term successful business relations takes a multitude of traits that are intrinsic to emotional intelligence. Knowing how people process information and how this impacts their beliefs and decisions is something that can be developed with training. Handling conflict is also an important aspect of relationship management that can be taught with a series of techniques. There’s no doubt that emotional intelligence is high on the agenda for employers appointing future leaders, but it is also a significant factor in career growth and productivity. The good news is that, with the right training, we can all develop our emotional intelligence skills to become more effective as successful professionals and good all-around citizens. The ability to understand, empathise, and interact based on an awareness of our own and others’ emotions are the foundations for a positive dialogue and strong professional relationships 12% The rise in productivity levels when leaders invest in promoting wellbeing at work, according to the UAE National Programme for Happiness and Wellbeing u We can all develop our emotional intelligence skills to become more effective professionals and good all-round citizens Can we learn emotional intelligence?arabianbusiness.com 15 SPOTLIGHT Fostering human-centric destina- tions into mixed use property devel- opments has leveraged the success of Majid Al Futtaim Communities across the UAE. According to the CEO of MAF Communities, Hawazen Esber, every- thing they do is focused on delivering to the needs of their customers. “In fact, our obsession with customer-centricity is what cements our reputation as a market shaper in the region,” he says. “By applying human-centric design and our hallmark place-making princi- ples, we create vibrant destinations that reflect the local culture and exist in harmony with the natural environment.” The end result is authentic commu- nities encompassing a distinctive sense of place that facilitate a deep sense of belonging for everyone; as well as deliver an exceptional quality of life for everyone who live, work, and play there. Tilal Al Ghaf redefi nes resort-style living in the heart of nature A mixed-use development, Tilal Al Ghaf is MAF Communities’ fl agship desti- nation in Dubai and offers resort-style living right in the heart of nature. Esber elaborates: “Centred around Lagoon Al Ghaf, a 150 sq km recreational lagoon bordered by white sandy beaches, residents benefi t from over 500 sq km of community parks and lush landscaped spaces.” To encourage an active, outdoor lifestyle amidst these natural surround- ings, the neighbourhoods are walkable and connected by a network of 18km of walking trails, and 11km of cycling and jogging tracks. “Everything required for daily life is catered to with two retail hubs providing signature Majid Al Futtaim retail and F&B experiences alongside a world-class international school – all within walking distance,” Esber adds. Elysian sets a new benchmark for ultra-premium living Created to cater to the rising demand from ultra high net worth individuals (UHNWIs) for super-prime properties in the emirate, Esber reveals that Elysian sets a new benchmark for ultra-premium living. “Spacious homes distinguished by an organic-luxe architectural aesthetic blend seamlessly with the natural surroundings,” he says, with super-premium amenities, including an exclusive beach club, a 120m private beach and a 28 sq km community park with an open-air stargazing space, a maze and numerous themed gardens; all an encapsulation of what makes this neighbourhood truly unique. Crafted to deliver the exceptional quality of life that buyers of ultra- premium properties demand, the villas at Elysian showcase innovative features such as an underground glass-encased car gallery, internal double-height court- yard gardens, and a penthouse Sky Suite offering an elevated experience, says Esber. “Moreover, homes can also be tailored to suit the unique lifestyle needs and aesthetic preferences of each buyer,” he explains, with a choice of layouts, high-quality façades and inte- rior finishes, landscaped gardens complete with pool, and fl exible enter- taining, spa and wellness spaces. Dubai housing market Compared to other global cities, Esber points out that Dubai’s residential real estate market remains undervalued. “This, combined with a superior quality of life, safe environment, moderate cost of living, and very low property price to income ratio, makes the emirate a persuasive proposition for buyers from all around the world,” Esber says. “This is driven by buyers motivated by the better quality of life offered by larger homes in gated communities with access to world-class amenities, and plenty of green open spaces.” Setting milestones in digital transformation Leveraging the latest digital technologies is essential to ensure the best possible buyer experience, says Esber. He elaborates: “Last year, we were the fi rst destination creator in the UAE to launch a new end-to-end digital property purchase process, following the issue of the amended UAE Federal Law for Electronic Transactions and E-Commerce.” This proved to be a complete game-changer as it enables buyers to purchase residential property entirely through secure digital channels. “We subsequently partnered with Emirates Post Group to take the process to the next level with a simple click and sign solution for sales and purchase agreements (SPA) through UAE PASS.” Having had the privilege of being the fi rst buyer at Tilal Al Ghaf to use the UAE PASS to sign the digital SPA to complete the deal for his future family home, Esber personally believes that this not only represents a new mile- stone for the digital transformation of Dubai’s property sector, but also deliv- ers a transformed customer experience. u MAF create vibrant destinations that refl ect the local culture and exist in harmony with the environment, says Esber MAF: TOWARDS DEVELOPING SUSTAINABLE COMMUNITIES Hawazen Esber, CEO of Majid Al Futtaim Communities, on what cements MAF’s reputation as a market shaper for the regionAstraZeneca convenes the Chronic Kidney Disease Summit at Expo 2020 on World Kidney Day 2022 Chronic kidney disease: The silent pandemic By Saadiya Ahmad 16 Vol. 22/04, April 2022 BRAND VIEW / ASTRAZENECA u Chronic kidney disease is a silent, progressive killer that remains under diagnosed and for which no cure currently existsUP TO 90 PERCENT OF PEOPLE SUFFERING from chronic kidney disease (CKD) are unaware they even have a disease which is projected to be the fifth leading cause of death by 2040. To raise awareness of CKD as a public health priority and reduce the knowledge gap, AstraZeneca recently convened the Chronic Kidney Disease Summit at Expo 2020 Dubai on World Kidney Day 2022 (March 10). The Chronic Kidney Disease Summit explored how to tackle the socioeconomic and environmental burden of CKD and strengthen kidney health care as part of pandemic recovery and the development of future resilience. Understanding CKD Chronic kidney disease is a silent, progressive killer that remains under diagnosed and for which no cure currently exists, reveals Ruud Dobber, Executive Vice President and President, Biopharmaceutical Business Unit, AstraZeneca. With CKD, the kidneys are damaged and can no longer function properly. This triggers an inability to filter the blood which leads to a build-up of toxins in the body. He adds: “In fact, 2.3 billion people worldwide are at risk of developing CKD and around 840 million actually develop CKD.” Known as a disease multiplier, CKD can occur in the context of multiple comorbidities and, not surprisingly, kidney failure is caused by diabetes and high blood pressure as much as 75 percent of the time. Moreover, the increasing rates of obesity coupled with an ageing population will dramatically increase the risk of CKD over the next decade. CKD burden on healthcare expenditures With far-reaching patient health and economic implications, the global burden of CKD on people, economies and healthcare systems is alarming and only adds on to an already burdened system. CKD can be detected using two simple and inexpensive tests (blood and urine) and patients at risk should be part of early detection programmes for CKD which have been found to be cost-effective. Yet despite this, kidney disease remains a low health priority in many countries. The impact of kidney failure on patients and their families is brutal, says Dobber. “Patients undergoing dialysis will sit on a chair three times a week for sessions that last roughly four hours and many face temporary or permanent loss of earned income,” he says, while in low and middle-income countries, CKD disproportionately affects younger people, meaning that premature mortality resulting from a lack of access to dialysis may also reduce the labour force and drive household poverty. “The socio-economic implications of CKD have been underestimated and investment in prevention and early detection is paramount to tackle this growing burden.” If left untreated, Dobber points out that the majority of patients with CKD will die from cardiovascular disease before kidney failure which requires dialysis or transplant. “When CKD progresses to kidney failure, it results in significant burden to healthcare expenditures,” he says, as many developed countries spend 2 to 4 percent of their annual healthcare budget on the treatment of kidney failure, even though those receiving such treatment represent less than 0.1 percent of the global population. With low diagnosis rates, life- threatening complications such as anaemia of CKD and hyperkalaemia (HK), and significant burden on a healthcare system that is increasingly strained from the global pandemic, CKD is one of the biggest health challenges we face today. The neglected crisis of CKD in the Middle East CKD prevalence in the Middle East is estimated to be around 12 percent, on a par with Europe and Latin America yet in Africa this rate is just 8 percent, reveals Pelin Incesu, Area Vice President, Middle East and Africa, AstraZeneca. In the UAE, CKD affects approximately 7 percent of the population, but this figure may be higher when correlated with the high prevalence of known CKD risk factors, including hypertension and diabetes among the UAE population. Not to mention, the increasing rates of obesity coupled with an ageing population will dramatically increase the risk of CKD over the next decade. “Sadly, few people are even aware of this silent disease, where patients can lose up to 90 percent of kidney function before experiencing any symptoms,” she says and if diagnosed late or left untreated, CKD can progress to kidney failure, where dialysis or kidney transplants are needed which are highly invasive with a detrimental effect on quality of life. “AstraZeneca has a relentless focus to develop and deliver innovative, life- changing medicines and solutions for the “We aim to propel CKD to the forefront of public health agendas and initiate a new dynamic among stakeholders” arabianbusiness.com 17 u With CKD, the kidneys are damaged and can no longer function properly / ASTRAZENECAmillions of people affected by the complex spectrum of Cardiovascular, Renal and Metabolic (CVRM) diseases, including CKD,” she explains. “Designed to better understand and measure the day-to-day impact of the disease, The CKD Personal Impact Index is a global analysis of the impact of CKD on people living with this condition and its complications beyond standard Quality of Life analyses.” For example, The Index revealed that most people with CKD experience an immediate impact on their quality of life with 45 percent of US patients feeling an impact within 3 months of diagnosis. A multi-sectoral approach Prevention of CKD is highly cost-effective, but requires a multi-sectoral holistic approach. Although only 1 percent of people with CKD will progress to dialysis, it remains the most expensive chronic disease, Dobber reveals. He adds: “During the current COVID- 19 pandemic, patients on dialysis were identified as having the highest risk of acquiring the infection and experiencing poor outcomes once infected.” Despite this, low policymaker awareness means that CKD is still not included in most priority lists of non-communicable diseases (NCDs). CKD provides an excellent opportunity to demonstrate how healthcare costs can be reduced and patient outcomes improved by detecting and initiating treatment in the early stages of the disease. 2.3 billion The estimated number of people worldwide who are at risk of developing CKD There are few countries with explicit policies or public programmes in place aimed at CKD control. AstraZeneca propels CKD to the forefront of public health agendas Recently held at Expo 2020 Dubai in the Sweden Pavilion on World Kidney Day (March 10), the Chronic Kidney Disease Summit gathered major voices from the non-communicable disease and kidney community to address missed opportunities in tackling CKD. “We aim to propel CKD to the forefront of public health agendas and initiate a u 840 million people are impacted globally by chronic kidney disease (CKD) u A patient’s quality of life is at risk as a result of CKD and its complications 18 Vol. 22/04, April 2022 BRAND VIEW / ASTRAZENECAnew dynamic among stakeholders, from patients and the medical community to health policymakers,” says Dobber. The summit convened past and present ministers of health, healthcare system leaders, patient advocates, and experts from across the kidney community with representation from the United Arab Emirates, China, Australia, the United States of America, Uruguay, Italy, the United Kingdom, Egypt, Thailand and Spain. “We believe there are three critical actions that we can take as a global community invested in addressing the burden of CKD that will result in change on the ground for patients,” adds Incesu. “First, to uncover the true socio- economic and environmental burden of the disease through improved data collection and surveillance, and ensure that appropriate screening is in place to detect disease sooner, reducing its burden on health systems.” Second, to ensure early and equitable access to treatment in CKD patients. “Finally, and following the lead from our Summit at Expo, we need to turn dialogue and exchange of insight into tangible partnerships among stakeholders in the CKD community,” she says. Appealing to the fashion-conscious audience Inculcating a lifestyle element to their campaign, on World Kidney Day, AstraZeneca also launched a high-profile disease awareness campaign to educate the UAE public on this often-overlooked condition. Called ‘Healthy Kidneys Never Go Out of Style’, the campaign uses a play on words to tap into the UAE’s fashion- conscious mind-set. On display at Expo 2020 were ten mannequins in carefully curated couture, nine of which carried impactful messages about CKD, serving as a reminder that most people living with the disease fail to identify their symptoms in time. AstraZeneca CDK portfolio With chronic kidney disease affecting nearly 840 million people worldwide, AstraZeneca is building a portfolio that will establish their scientific leadership in the cardiorenal space. Their aim is to help prevent, slow and treat disease progression, while addressing life-threatening complications such as anaemia and hyperkalaemia. The company is continuously seeking out collaborations with partners that may help them improve patient outcomes and positively impact the continuum of CKD care. For example, collaborating with Antaros Medical for innovative solutions as well as with KDIGO to advance kidney care. DISCOVER CKD, another facet of their CKD portfolio, aims to assess treatment experience and patterns alongside a patient’s quality of life. “The good news is that scientific research is already helping transform the standard of care for patients with CKD around the world, and at AstraZeneca it is our ambition to stop, reverse, and one day, cure this disease,” says Pelin, emphasising that science must be complemented by the kind of innovative partnerships they are building in UAE, to accelerate and enhance care for patients. “That’s why we are taking action on CKD, and will continue to strengthen our partnerships with patient organisations and public health decision makers to increase awareness of CKD, drive earlier diagnosis with routine screenings, and slow disease progression.” “We need to turn dialogue and exchange of insight into tangible partnerships among stakeholders in the CKD community” The facts about CKD • 840 million people are impacted globally by chronic kidney disease (CKD) with up to 90 percent of people unaware they have the disease. • 10 percent of individuals suffering from CDK remain undiagnosed even at stage 4 - 5 when symptoms become apparent. • Most CKD patients have diabetes and high blood pressure. • Up to 40 to 50 percent of patients with CKD may at some stage be affected by hyperkalaemia. • Cardiovascular disease accounts for up to 30 percent of deaths in patients with CKD. • A silent disease in its early stages, a person can lose up to 90 percent of kidney function before experiencing any symptoms. • If diagnosed too late or left untreated, CKD can progress to kidney failure, where dialysis or kidney transplants are needed which are highly invasive with a detrimental effect on patient quality of life and productivity. CKD checklist There are many symptoms of CKD that you need to watch for. Here are some of them: Weight loss or poor appetite Swollen ankles, feet or hands Shortness of breath Fatigue Blood in your urine Urinating more than usual If you seem to have any of these, please consult your doctor immediately www.mayoclinic.org 7% The approximate percentage of the UAE population that are affected by CKD u A person can lose up to 90 percent of kidney function before experiencing any symptoms u Prevention of CKD is highly cost-effective, but requires a multi-sectoral holistic approach arabianbusiness.com 19 / ASTRAZENECANext >