Summary
Chronic Kidney Disease (CKD) is a growing public health issue in the UK, affecting over 7.2 million individuals, with 3.9 million cases remaining undiagnosed due to its asymptomatic progression. Without intervention, late-stage CKD leads to severe health complications and an economic burden of £7 billion annually, primarily due to dialysis costs.
Hitch was commissioned by Kidney Research UK (KRUK) to deliver an in-depth audience insight project exploring awareness, understanding, and behaviours linked to kidney health. The study focused on identifying the behavioural barriers preventing early detection and testing among at-risk populations, while also examining healthcare professionals’ perspectives on CKD screening and communication.
The findings from this research will go on to inform future KRUK campaigns, supporting efforts to increase public awareness and promote proactive kidney health behaviours.
The Approach
The research aimed to understand awareness, perceptions, and behaviours relating to CKD among at-risk groups, while also exploring healthcare professionals’ perspectives on diagnosing and managing the condition. It focused on individuals with diabetes, hypertension, obesity, those from economically deprived areas (including coastal communities), and people from ethnic minority backgrounds, particularly Black and South Asian communities – groups often facing lower awareness of risk factors and barriers to healthcare access. Engagement with general practitioners, practice nurses, diabetes nurses, pharmacists, and A&E doctors providedvaluable insight into their perceptions of CKD, their confidence in discussing kidney health with patients, and the challenges they encounter in promoting early detection and management.
Research
A mixed-methods approach was used, combining desk research, a quantitative survey, and focus groups. The desk research reviewed existing literature, public health reports, and previous campaigns to establish a baseline understanding. A quantitative survey of 2,000 individuals from at-risk groups explored awareness, health behaviours, and engagement with healthcare services. Nine focus groups were then conducted – four with at-risk members of the public, one with individuals diagnosed with CKD, and four with healthcare professionals including GPs, nurses, pharmacists, and A&E doctors.
Results
Key behavioural insights included:
- Low public awareness: Only 22% of survey respondents could identify CKD symptoms, and 24% could correctly locate their kidneys.
- Healthcare provider trust: Older adults trusted GPs (62%) more than younger individuals (26%), yet many did not proactively discuss CKD risks with patients.
- Cultural barriers: Black and South Asian individuals were disproportionately affected by CKD, yet many dismissed the link between ethnicity and risk. Mistrust of healthcare providers also affected engagement.
- Impact of comorbidities: Many individuals with diabetes or hypertension were unaware of their increased CKD risk.
- Intervention strategies: Participants expressed a preference for simple and relatable messaging, with a balance of risk awareness and actionable advice.
The study highlighted the need for public health interventions to increase awareness of kidney health and encourage early diagnosis. Key implications included:
- Targeted health messaging: Campaigns must be tailored to different audience segments – e.g. younger individuals may respond better to social media engagement, whereas older adults prefer GP-based interventions.
- Capacity building for healthcare professionals: Upskilling GPs, pharmacists, and nurses to better integrate kidney health discussions into routine care can drive earlier diagnosis.
- Community-based interventions: Engaging faith leaders, local community groups, and peer educators can help address mistrust and reach high-risk ethnic minority communities.
- Hard-hitting campaign strategies: Participants recommended using impactful visuals and real patient stories, similar to some cancer or smoking awareness campaigns, to create a sense of urgency around CKD.
The findings from this research will go on to inform future KRUK campaigns, supporting efforts to increase public awareness and promote proactive kidney health behaviours.
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