Case Study: Creating patient-centered atrial
J&J leveraged IHME data to bridge the global gap in atrial fibrillation education.
The Challenge
The global prevalence of atrial fibrillation (AFib) and flutter grew to more than 61 million people in 2024 (GBD 2023), yet patient awareness of symptoms and advanced treatments remains low. Johnson & Johnson (J&J) MedTech needed robust data to communicate the urgency of AFib and identify high-burden regions with the goal of educating patients on treatments such as radiofrequency ablation.
The global prevalence of atrial fibrillation (AFib) and flutter grew to more than 61 million people in 2024 (GBD 2023), yet patient awareness of symptoms and advanced treatments remains low. Johnson & Johnson (J&J) MedTech needed robust data to communicate the urgency of AFib and identify high-burden regions with the goal of educating patients on treatments such as radiofrequency ablation.
IHME Client Services' Response
J&J licenses IHME’s Global Burden of Disease (GBD) data to ground its outreach in rigorous evidence and provide a credible source of evidence for global disease burden. By utilizing AFib and flutter datasets, J&J transformed complex epidemiological statistics into accessible, data-driven patient assets, including direct patient education resources, videos by key opinion leaders (KOLs), and digital outreach campaigns.
J&J licenses IHME’s Global Burden of Disease (GBD) data to ground its outreach in rigorous evidence and provide a credible source of evidence for global disease burden. By utilizing AFib and flutter datasets, J&J transformed complex epidemiological statistics into accessible, data-driven patient assets, including direct patient education resources, videos by key opinion leaders (KOLs), and digital outreach campaigns.
Impact
By anchoring its messaging in IHME’s gold-standard data, J&J MedTech moved beyond general marketing to credible, evidence-based advocacy. This resulted in a robust suite of evidence-based tools that effectively communicate the rising disease burden, helping patients worldwide recognize symptoms and navigate treatment pathways more confidently. This is highlighted through
By anchoring its messaging in IHME’s gold-standard data, J&J MedTech moved beyond general marketing to credible, evidence-based advocacy. This resulted in a robust suite of evidence-based tools that effectively communicate the rising disease burden, helping patients worldwide recognize symptoms and navigate treatment pathways more confidently. This is highlighted through
- Direct Patient Education Resources: Assets such as public-facing websites and one-pagers use IHME’s AFib data to illustrate the growing burden of AFib. For example, Get Smart About AFib is a website that empowers patients to learn about AFib, potential treatment options, and providers.
Screenshot from Get Smart About Afib that was developed using IHME data.
- Videos with KOLs: Videos featuring KOLs (e.g., electrophysiologists) are backed by IHME data, increasing clinical authority content.
- Digital Outreach Campaigns: Data-driven insights illustrate the burden of AFib and help target social media campaigns in regions with the high unmet need.
Screenshot from Get Smart About Afib that was developed using IHME data.