Turning the Tide on Kidney Disease: Developing Digital Strategies to Increase Awareness in High-Risk Groups

Andrew Hall  (Institute of Anatomy and Zurich Kidney Center), 
Annalise Baines (Department of Communication and Media Research), 
Kathrin Johanna Meier (Zurich Kidney Center)

Kidney disease is a growing public health crisis, affecting more than 10% of the Swiss population. Despite its significant impact on the healthcare system, economy, and environment, awareness of kidney disease remains low, primarily because it is a "silent killer" with symptoms often appearing only after a substantial amount of kidney function has been lost. Without early detection and intervention, kidney disease can progress to kidney failure, requiring dialysis or transplantation. Given the projected 30% rise in kidney disease-related healthcare costs by 2032 and its expected ranking as the fifth leading cause of death by 2040, urgent action is needed to enhance awareness and prevention strategies.

This research project, a collaboration between the Zurich Kidney Center (ZKC) at the University of Zurich (UZH) and the UZH Department of Communication and Media Research, seeks to develop effective digital strategies to raise awareness about kidney disease among high-risk groups. The primary target audience includes adults aged 25-60 from socioeconomically disadvantaged backgrounds and ethnic minorities, who are disproportionately affected by kidney disease due to risk factors such as hypertension, obesity, diabetes, and smoking. Despite being among those who would benefit most from early intervention, these groups often face barriers to accessing and understanding health information due to limited digital literacy, language barriers, and social marginalization in digital spaces.

The objective of this study is to investigate how individuals in high-risk populations engage with health-related information online. By understanding their preferred communication channels - whether social media, traditional media, or peer networks - the project aims to design targeted digital health campaigns that are both accessible and impactful. The study will explore key challenges, such as distrust in online health resources, digital exclusion, and low health literacy, to inform more effective kidney health awareness initiatives in Switzerland.

The project will employ semi-structured interviews with 30 to 50 participants from disadvantaged groups to gather qualitative insights into their experiences accessing and using online health information. Participants will be recruited through healthcare facilities, community centers, nonprofit organizations, and social media platforms. The interviews will focus on their digital media habits, perceptions of online health content, and trust in digital health information. Additionally, a short demographic survey will be administered to collect data on age, gender, education level, employment status, and internet usage.

Expected outcomes include an improved understanding of how high-risk populations engage with digital health information and their content preferences. These findings will be used to develop actionable recommendations for designing effective digital kidney health campaigns. Furthermore, insights from this study will serve as a foundation for future funding applications to support large-scale awareness initiatives in Switzerland. By leveraging real-world data, this project aims to create sustainable, evidence-based strategies that enhance early detection and treatment of kidney disease, ultimately improving public health outcomes.