Winner
CARE AF
Summary of work
At least one million people in the UK are affected with atrial fibrillation (AF); experts predict this will double by 2050. Stroke is a devastating consequence of AF although can be prevented through appropriate anticoagulation. In June 2014 NICE published an updated AF guideline aligning it to recent developments in the management of the condition. As Bayer is a leader in this field, it was recommended that it communicates the priority updates to all key stakeholders, including patients.
One priority update was a personalised package of care – ensuring that AF patients are provided with relevant information and support, with a specific focus on stroke prevention and the importance of anticoagulation.
Designed in the form of a website, www.careaf.org and physical patient pack, Bayer collaborated with a multidisciplinary group of experts to ensure relevance and credibility of all content. The materials were launched via a radio day, promoted at parliamentary meetings and provided as packs to HCPs across the UK.
Uptake of care AF has exceeded expectations with distribution of 12,000 packs since launch. It has set the standard for a holistic approach to managing AF and is a true demonstration of writing excellence, firmly endorsed by influential third-party stakeholders.
Judges’ comments
A fantastic example of effective patient information. This was clear, straightforward and gave consideration to the practical needs of its audience, without shying away from difficult topics. With its clear sign posting and inclusion of patient stories, it was kept relevant and the combination of the website and the main body of work was a great idea.
