Creating and executing a global outreach strategy to build brand awareness and promote local action for the

success of your own organization

International Society of Nephrology

• Founded 1960• Physicians and scientists• Global organization• 9,000 direct members• 72 national affiliated societies• Incorporated in the US but operated out of Brussels, Belgium• Strong focus on global outreach and capacity building

Vision: The elimination of kidney diseases worldwide

Mission: To promote the global advancement of nephrology

By: enhancing on a global level knowledge, research, clinical practice and providing leadership in nephrology, all according to local needs.

Objective

Raise (global and local) awareness that

Kidney Disease is

Common, Harmful and Treatable

GoalCreating and executing a global outreach strategy to

build brand awareness, showcase leadership,

promote local action, and create business opportunities for the International Society of Nephrology

Business OpportunityProvide global leadership (capacity building) to

national affiliated societies

Engage and establish stronger collaborations

Increase possibilities to involve/communicate with the organizations and their members

Increase membership / participation in ISN activities

Create new sponsorship relations/opportunities

Why a WKD?

“10 % of the general population has some form of Chronic Kidney Disease….”

Individuals who have CKD have at least a tenfold risk of dying prematurely from Cardiovascular Disease (such as stroke, heart attack). CKD contributes towards CVD events in over 12 million individuals worldwide each year.

The Challenge• Rallying the global nephrology community

behind one cause• Engaging many different stakeholders• The need for local implementation of a global

strategy• Very varied circumstances in each country• Cultural and language issues• Lack of local professionalism to execute• Making a business case out of the

WKD project

Goals 2007 & 2008Engage and establish stronger collaborations• Involve all affiliated societies (72)• Engage 10 new organizations

Increase possibility to involve/communicate with the organizations and their members

• Have a constant dialogue with 75 % of affiliated societies

Increase membership / participation in ISN activities• 3 new society affiliation requests• 5 % increase in membership

Create new sponsorship relations/opportunities• Secure 3 main sponsors (medical)• Make WKD financially self-sustaining• Engage in a dialogue with 3 non-medical companies

The ApproachGive before you take

• Provide global vision and direction – “Provide leadership”• Bring together – all stakeholders (patients, nurses, physicians,

scientists, allied health professionals, industry) - “build community”• Provide a model for local/national engagement – “set examples”• Engage local partners/associations• Engagement of global sponsors and help leverage contacts for the

benefit of local/national affiliates – “fund/contact development”• Provision of guidance (where needed) and access to materials (this

may reach from logos to design ideas, templates for press releases, etc.) for use (or not) by local and national participants – “assist”

The Approach• Share best practices across the globe – stimulate ideas• Connect – by sharing ideas, results, etc.• “Cheer-lead”/encourage to do more• Recognize/share efforts and successes• Connect and build relationships

These lead to other activities, collaborations, partnerships, support throughout the year

WKD 2008 Results• Almost 50 % increase in participating countries• 50 % more screenings than in 2007• 50 % higher coverage in scientific/medical pubs• 475 % increase in engagement of governments• 175 % increase in WKD website usage• Use of social (online) media like youtube or Facebook• Increased support from celebrities worldwide with 6 new

celebrities in 2008

• Countries participating………………. 95 countries- 2007: 66 countries- 2006: 45 countries

• Seminars, lectures, talks…………….. 39 countries- For health professionals: 15 countries- for the wider public: 25 countries

• Free screenings……………………….. 67 countries- Health prof. involved: 2,000 (est.)- Individuals screened: 50,000+ (est.)

• Other public outreach activities……. 27 countrieswalkathons and parades, street billboards, education booths, gala concerts, camel rallies, art exhibitions, etc.

• Government Involvement…………….. 67 countries

WKD 2008 in numbers

EUROPE: 27/12AustriaBelarusBelgiumBosnia and HerzegovinaBulgariaCroatiaCyprusCzech RepublicFranceGermanyGreeceIrelandItalyLiechtensteinLithuaniaMacedoniaMaltaMoldovaNetherlandsNorwayPolandPortugalRussiaSwedenSwitzerlandTurkeyUkraineUK

AFRICA: 12/5AngolaEgyptEthiopiaKenyaLibyaMoroccoNigeriaSouth AfricaSudanTunisiaZambiaZimbabwe

ASIA: 20/6AfghanistanAzerbaijanBangladeshChinaGeorgiaHong KongIndiaIndonesiaJapanKazakhstanKoreaLebanonMalaysiaMaldivesMyanmarNepalPhilippinesSingaporeTaiwanThailand

OCEANIA: 3/1AustraliaFijiNew Zealand

AMERICAS: 21/10ArgentinaBrazilBarbadosBoliviaCanadaChileColombiaCubaDominican RepublicEcuadorEl SalvadorHondurasMexicoParaguayPeruPuerto RicoSt. LuciaTrinidad and TobagoUSAUruguayVenezuela

MIDDLE EAST: 12/2BahrainBrunei DarussalamIranIsraelJordanKuwaitOmanPakistanQatarSaudi ArabiaUAEYemen

36 new countries participated (compared to 2007)

Goals/Results 2007 & 2008Engage and establish stronger collaborations• Involve all affiliated societies (72) • Engage 10 new organizations 23

Increase possibility to involve/communicate with the organizations and their members

• Have a constant dialogue with 75 % of affiliated societies 90 %

Increase membership / participation in ISN activities• 5 new society affiliation requests 5• 5 % increase in membership 7 %

Create new sponsorship relations/opportunities• Secure 3 main sponsors (medical) 5• Make WKD financially self-sustaining • Engage in a dialogue with 3 non-medical companies 5

Lessons Learned• Actively identify opportunities for new projects to

broaden your international reach• Identify the different dimensions • Help build capacity• Give before you take• Lead by example• Work with an internationally sensitive team• Measure towards carefully/realistically set goals

12 March 2009