‘It’s in our DNA’

Parenteral nutrition (PN) is nutrition delivered directly into a person’s bloodstream. It is a vital therapy for patients who cannot meet their nutritional requirements by enteral intake (by mouth or direct delivery to the gut). Patients requiring parenteral nutrition in hospital are generally extremely poorly or critically ill. However, there are some patients who can appropriately receive life-sustaining PN therapy outside of hospital, opening an important opportunity for improved quality of life and independence with Home Parenteral Nutrition (HPN). HPN also reduces the burden of in-hospital care, including the financial burden.  

For patients to be successfully transferred to HPN, from hospital to home, a joined-up, individualised approach is required – a huge challenge for an overloaded Irish health system.  

Fresenius Kabi have been offering HPN for over 20 years, supporting patients and health systems to achieve continuity of care, safely and reliably, with a team of expert Homecare nurses and patient care coordinators. With their long-standing heritage in supporting patients from hospital to home, dedication and high-quality care is at their core. To reflect this, the ‘It’s in our DNA’ campaign was created.

The ‘hero’ visual is an engaging 3D fly-through animation of a DNA strand, designed to highlight the seamless education, support and guidance Fresenius Kabi offer patients as they make the difficult transition from hospital to home or community care, simultaneously relieving the health system. The DNA sequence not only reflects Fresenius Kabi’s commitment to supplying HPN, but also the essential life-sustaining support for patients making this huge adjustment to receiving vital therapy in their home.

The campaign ran in Ireland and featured recognisable Dublin landmarks such as the Spire of Dublin, St Patrick’s Cathedral and the Samuel Beckett Bridge.