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Excellence in Patient Programmes

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2020 Finalists

Six Domains: What’s Your Combination?

by dna Communications for AMGEN Europe GmbH

Psoriatic arthritis is a heterogeneous condition, affecting people in many different ways, and can severely impact quality of life for the people who live with it. The global MAPP study, which assessed patient perspectives on living with psoriatic arthritis, found a large unrecognised disease burden and under-treatment of psoriatic arthritis, highlighting a need for improved patient-physician dialogue to help improve health outcomes.

To address this gap, we created a campaign to educate patients, helping them better understand and discuss the impact of their disease with their physician. We aimed to deliver this using a multi-channel multilingual activation campaign across general and health-specific platforms. The campaign would drive users to tools such as a rheumatologist finder, and a personalised disease profiler. We would host these and other assets on a central content hub in multiple languages.

The campaign greatly exceeded our initial benchmarks, reaching over 23 million people, and attracting over 80,000 site users. We achieved 652 questionnaire completions and 1,702 clicks to the rheumatologist finder tool. We also uncovered key educational needs: 43% of respondents reported experiencing a domain they did not realise was linked to their psoriatic arthritis.

Delivering a Healthcare Intervention: UK Malnutrition Awareness Week

by M&F Health for BAPEN and The Malnutrition Task Force

Malnutrition is both a cause and consequence of ill health and affects three million people in the UK, and one in ten (1.3 million) older people.

M&F Health supports BAPEN and the Malnutrition Task Force in their annual UK Malnutrition Awareness Week campaign, which is focused on raising awareness of the causes, signs and symptoms of malnutrition so that people at risk can be identified earlier and managed better.

In 2019, M&F Health created a strategy that shed light on public misconceptions about weight and ageing, specifically exposing popular myths around frailty in later life. This story was packaged for the general public in a media campaign that outstripped previous campaign results. The campaign also targeted healthcare professionals with the story and asked them to take action to help vulnerable patients who may not be aware of the risk to their health as they age.

The campaign employed multiple additional tactics, and worked a small budget hard to create a real stir. M&F Health, BAPEN and the MTF were successful in communicating key messages and collecting support from stakeholder organisations to help spread this vital message.

In My Shoes: 24 Hours with Crohn’s or Colitis

by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda

Right now, more than 300,000 people in the UK are living with a lifelong disease that many people have never heard of. In fact, the real number could be almost double that. Many of the people in the UK living with Crohn’s or Colitis feel that there’s a lack of awareness, empathy and understanding of their condition.

In My Shoes: 24 Hours with Crohn’s or Colitis – by Crohn’s & Colitis UK and Takeda, with the support of Electric Putty and Mearns & Pike – is an immersive app that enables people to step in the shoes of someone living with Crohn’s or Colitis.

The multichannel campaign to support the launch of the app resulted in 23,000 downloads of In My Shoes, over 200 media stories and a social reach of more than 700,000 people. This led to a 27% increase in both empathy and understanding of Crohn’s and Colitis and a significant decrease (almost 50%) in apathy towards the impact of that these conditions can have on daily life.

It Takes Guts to talk about Crohn’s and Colitis and this campaign ignited that conversation.

Simple Steps

by Pegasus for Thornton & Ross

Simple Stepsis a disease awareness campaign launched by Thornton & Ross’ Flexitol brand in November 2018, in partnership with Diabetes.co.uk, to help support people with diabetes follow a simple, daily routine to manage the condition of their feet and prevent foot health complications that can arise as a result of diabetes.

We surveyed 1,000 people with diabetes to gather insights, which revealed that many were unaware of the need to follow a simple, daily routine. One in three respondents were unaware of the risks of developing diabetes-related foot complications, and only one in five confirmed they check their foot condition daily.1We therefore identified ’education’ and ’persuasion’ as key interventions required to change their behaviour.

Simple Steps provides a range of resources, which help people with diabetes take control of their foot health, including:

  • A simple, daily foot care routine
  • Information on when & how often to visit healthcare professionals
  • An educational foot care article authored by specialist, Donna Welch, Principal Podiatrist
  • A downloadable leaflet with information about caring for feet
  • A video highlighting diabetic foot risks.

1Results from an attitudinal survey of 1,000 people with diabetes, May 2018. Conducted by 3GEM Research & Insights alongside Thornton & Ross.

Follow My Lead

by Virgo Health for Roy Castle Lung Cancer Foundation

Imagine living with lung cancer. Now imagine being asked if you smoked. Do you deserve to die if you did? Every day lung cancer patients face remarks that hurt. Drawing on real-life patient experiences, we identified a universally relatable patient insight that people often feel nervous and uncomfortable when speaking to someone living with cancer. To help change people’s perception and behaviour towards lung cancer patients, we created a humorous but informative initiative to address the awkwardness, and support family and friends when talking to loved ones with lung cancer. Collaborating with a stand-up comedian might not be the obvious choice, but with doubled social engagement rates, an earned collaboration with TFL and a Sky News Twitter debate, the decision paid off and created the Foundation’s ‘best campaign yet.’

Executive summaries as submitted.

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Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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Behind the Judging: An exclusive insight into all the major healthcare awards

Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.